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Napa County Visitor Profile Study

The findings of the visitor profile study show that visitors to Napa County regarded it as a destination with unique attractions, quality customer service and friendly people. The destination resonates with visitors and appeals to their needs.

Napa County visitors are a highly loyal market, with a very significant portion of them returning time and again. Nearly two-thirds of traveling parties identified Napa County as their primary destination on the current trip. The visitors’ overall perceptions of Napa County as a travel destination were very positive, and such perceptions were enhanced by their actual visitation to the area.

Their experience of Napa County exceeded their prior expectation. Other key findings of the visitor profile study are highlighted as follows.

NAPA COUNTY VISITOR PROFILE KEY FINDINGS

• Napa County travel market is predominantly comprised of domestic visitors, with close to half coming from within California, and rest from across the United States.

• Although small in proportion, the international visitors in 2005 represented more than 20 countries.

• Napa County visitors are more mature in age, more educated and command a much higher household income than the U.S. and California average.

• More than half of the respondents in the study reported a household income of $100,000 or more, and they were significantly more likely to spend at least one night in Napa County than those whose household income was below $100,000.

• Amongst visitors representing their travel parties in the study, there were more managers, executives and professionals than other occupational categories.

• Visitors identified their friends and relatives, AAA Travel Guide, Tour Books and The Napa Valley Visitors Bureau as the most searched for or used sources of information for their travel to Napa.

• About half of Napa visitors used the Internet to search for Napa- related travel information.

• In addition to themselves, the visitors’ decision to come to Napa County was also influenced by their spouses, companions and their companies.

• Amongst other reasons, Napa County visitors came mainly for wines and wineries, food, friends and families. Downtown communities, wineries, museums and art galleries, and spas were the types of attractions visited most often.

• Napa County visitors typically traveled with their spouses, partners or companions. Few brought children on the trip.

• Visitors do not regard Napa County as having a good amount of nightlife. Nor is it regarded as an ideal place to bring children.

• More than 90 percent of visitors reported that they were either very likely or likely to return for future visits. Among them, close to two-thirds would come back within a year.

NAPA COUNTY ECONOMIC IMPACT STUDY

The findings of the economic impact study clearly indicate that the tourism industry is an extremely important part of what makes Napa County such a vibrant and economically progressive community. The average visitor to Napa County spends $197 per day with those staying overnight spending $233 per day. The visitors’ spending impacts almost every segment of the county’s economy in a significant way, with almost $1 billion in direct spending and $1.3 billion in total impact. Over 17,000 jobs are created, which provide nearly half a billion dollars in income to residents. Each resident of the county sees the benefit of almost $1,000 in indirect business taxes injected into the community by visitors and utilized to improve the quality of life for residents and visitors alike. Other key findings of the economic impact study are highlighted as follows.

NAPA COUNTY ECONOMIC IMPACT STUDY-KEY FINDINGS

• There were over 4.7 million person trips made to Napa County by visitors across four seasons of one calendar year. These included 2.75 million overnight trips and two million day trips. A “person trip” is defined as one person visiting Napa County for one day.

• Visitors who did not stay overnight within Napa County spent an average of $146 per day, while overnight visitors spent $233 per day. Average total Daily Spending of both categories is $197.

• Napa County’s economy benefited from an average of $2.5 million per day from visitors.

• Napa visitors contributed about $176 million to the revenue of commercial hotels in Napa County. Bed and breakfasts received another $40 million of their revenue from visitors.

• Overnight visitors generated almost $20 million in tourism transient occupancy taxes (TOT).

• Napa visitors contributed nearly $265 million to the revenue of restaurants and other food establishments in Napa County.

• Napa visitors spent $184 million on wine purchase and another $38 million on wine tasting.

• Napa visitors spent nearly $63 million on retail shopping including antiques and artwork.

• Various entertainment and sightseeing businesses received over $42 million in sales from visitors.

• The amount spent directly by visitors or the direct impact of visitor spending in Napa County reached almost $1 billion in 2005.

• Due to the multiplier effects of visitors’ direct spending in Napa County, there were also secondary impacts of $85 million generated through indirect and induced business activities of the tourism industry.

• The total economic impact of visitors to Napa County was $1.3 billion in 2005.

• Almost $123 million in indirect business taxes including tourism transient occupancy taxes were generated.

• Visitors supported about 17,500 full and part-time jobs in Napa County, providing almost $500 million in wages and salaries.

• There were 196 different industries affected by visitors’ spending in Napa County in 2005.