Agreement Formalizes Collaborative Relationship that Leverages Wine Region’s Vast Array of Arts Assets to Build Cultural Tourism
February 3, 2014, Napa Valley, CA – Arts Council Napa Valley (ACNV) and Visit Napa Valley (VNV) announce they have formed a strategic partnership to accelerate progress toward achieving their combined goal of establishing the world famous wine region as a cultural destination. As part of the agreement, which becomes effective July 1, 2014, VNV will take ownership and responsibility for day-to-day maintenance of NapaValleyCollection.com, the cultural tourism website developed by ACNV in partnership with VNV, with funding from Napa County’s Special Projects Grants. ACNV will consult on an ongoing basis to ensure content on the site accurately represents the Valley’s cultural experience so it will be an effective planning tool for guests and locals interested in the arts. VNV’s digital marketing team will manage technical aspects and marketing for the site.
Other elements of the agreement formalize ACNV’s role in co-producing Napa Valley Arts in April™, a showcase of the arts in the region’s wineries. More than 75 Napa Valley wineries have art collections and exhibits available for public viewing year round, and during April, special events and installations celebrate the magic that occurs when great wine and art intersect. Both organizations will also continue to partner with the Napa Valley Museum to produce Napa Valley Collects, an annual exhibit featuring works from the area’s private collections.
“Formalizing our close, collaborative relationship with Visit Napa Valley in this agreement is a strategic move for Arts Council Napa Valley,” said Olivia Everett, CEO of ACNV. “Part of our mission is to promote cultural tourism to make our arts community more sustainable, and Visit Napa Valley has proven itself as a reliable, effective marketing partner for the arts.”
“This move is smart for both organizations,” said Clay Gregory, CEO/President of VNV. “We have in-house digital marketing expertise, so taking on the day-to-day maintenance of NapaValleyCollection.com makes sense. And as we continue to invest in marketing programs that help us achieve our vision of establishing the Napa Valley as a cultural destination to attract a very desirable demographic, we will have direct control of the website to ensure its success while also helping the search engine optimization of our main website, VisitNapaValley.com.”
Everett added: “This allows us to focus our internal resources on what we do best – advocating for the arts in Napa County, connecting arts organizations with businesses for mutual benefit, and providing relevant, engaging content that tells the story that our region is worthy of extended cultural exploration.” Although the formal agreement does not take effect until July 1, 2014, the organizations are already actively partnering on developing Napa Valley Arts in April and Napa Valley Collects 2014, and in shaping the NapaValleyCollection.com website to improve its performance.