napa valley tourism improvement district

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The St. Helena Chamber of Commerce is a proud member of the Napa Valley Chamber Coalition . Our Chamber along with the American Canyon, Calistoga, Napa, Napa Valley Hispanic, and Yountville Chambers of Commerce, in collaboration with the NCC Countywide Business Advisory Group, formed the coalition to advocate for Napa Valley Businesses.

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Tourism Improvement District

Formed in 2010, the Napa Valley Tourism Improvement District (TID) is a county-wide organization funded through an assessment on hotel room nights implemented and collected by lodging businesses throughout Napa Valley. The intent of the assessment is to support local activities and products that promote, support, and enhance locally-based tourism and hospitality efforts. Under the NVTID, each municipality, including the City of St. Helena, has created its own Tourist Improvement District Committee to monitor, support, and fund activities for their respective cities.

2023 -2024 Board of Directors

Chair TID Board, Mark Hoffmeister, Wydown Hotel Vern Lakusta, Harvet Inn, Vice Chair  Marcelle Adderley, Southbridge Napa Valley, Secretary/Treasurer

Mitchell Warren, El Bonita Motel Cynthia Cohen, Meadowood Napa Valley Eric Hall, City Council April Mitts, Assistant City Manager, City of St. Helena

City of St. Helena TOT/TID revenue reports

Napa Valley Tourism Improvement District

The Committee meets three to four times annually as needed and is open to the public.  

  The 2024/25 TID grant applications are now CLOSED.

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Local St. Helena Tourism Board Now Accepting Applications for 2024/2025 Destination Marketing Projects

The St. Helena Tourist Improvement District (SHTID) is now accepting grant applications for 2024/2025 destination marketing projects. These projects aim to promote St. Helena as a tourist destination. Applications are due by March 29, 2024, and can be obtained from the SHTID website or by email.

Established in 2010, the SHTID is part of the Napa Valley Tourism Improvement District. It is funded by an assessment on hotel room nights, collected by Napa Valley lodging businesses. This assessment supports local activities and products that enhance tourism and hospitality. Each municipality, including St. Helena, has a Tourist Improvement District Committee to oversee these activities.

The St. Helena TID Local Governing Board will consider funding requests that aim to boost tourism and hospitality. The board is particularly interested in projects that will have a clear economic impact on the St. Helena community. The Napa Valley is known for its wine tourism, and the board plans to use this reputation to market St. Helena and its attractions.

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The Tourism Improvement District Revolution

By Melanee Cottrill, Civitas If you’ve seen us speak at a conference lately, you’ve heard the news – tourism improvement districts are booming!   From humble beginnings in 1989, to a global phenomenon, tourism improvement districts are on the rise.  Let’s take a look back at where we started, and just how far we’ve come.

Humble Beginnings

The first tourism improvement district was formed in West Hollywood, California in the summer of 1989, and became effective in October of the same year.  With a one percent assessment and a mandate to “develop and implement a destination marketing strategy targeting potential hotel guests,” West Hollywood set the stage for a big budget revolution.

The Revolution Takes Off

At first, it was a slow revolution.  It wasn’t until six years later that two more TIDs were formed.  Then, another five year wait for two more – that’s eleven years for just four districts.  But, in the year 2000 TIDs took off.  The next decade saw the creation of 82 districts!

Now, in 2016 there are 157 districts in 11 states across the United States.   Most recently, the first districts were created in the states of Tennessee (Memphis) and Kansas (Wichita).  In 2014, the concept even grew internationally to Scotland and England, where there are an additional three districts.

Today, TIDs are at the front and center of destination marketing.  The 160 districts across the globe raise $312 million each year for destination marketing.  The economic impacts are nearly incalculable.  From hotel revenue that fuels job creation, to tax revenue, to the amounts visitors spend at attractions, restaurants and traveling – the impacts are endless.  One study found that for every dollar raised by a TID, there is a $70 return for the economy.  Consider that $70 economic return – and the $312 million spent by TIDs – and you get a global economic return of $22 billion.  And with a return on investment for hotels ranging from 4:1 all the way to 20:1, that’s a return of at least $1.2 billion just for hotels.  Not too bad for a humble little concept from West Hollywood.

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Proudest moments of 2023: highlights from napa's economic development division, hear from the three dedicated members of the city's economic development team on their proudest moments and top impacts from 2023:.

Maggie Fusek , Patch Staff

Press release from the City of Napa:

NAPA, CA — As the new year begins, Napa's Economic Development team reflects on the achievements and milestones that shaped Napa's economic landscape in 2023. Hear from the three dedicated members of the Economic Development team on their proudest moments and top impacts from 2023:

Neal Harrison, Economic Development Manager

This year, we made communication and engagement the cornerstones of Napa's economic development journey. Why? Because effectively communicating our work expands our capacity to engage with members of the business and Napa community.

Find out what's happening in Napa Valley with free, real-time updates from Patch.

Every month, our Economic Development (ED) newsletters keep residents informed and excited about the progress our team is making towards Napa’s goals of a diversified and successful economy. Every quarter, the Economic Development Dashboard is updated with new information on the economic health of the city and our local economist, Dr. Rob Eyler, sheds light on economic conditions through engaging City Council presentations. We publish updates on key projects, like our Napa Makes webpage and newsletter and the Napa RiverLine project webpage, to keep people informed on these major economic development initiatives. Remember those inspiring "Napa Makes" events, like that one where high schoolers toured cutting-edge manufacturers? They sparked curiosity and helped forge new partnerships within the community.

But it wasn't just about grand gestures. The real game changers were the dozens of coffee chats, meetings and collaborative efforts with community members, leaders and organizations — including the Downtown Napa Association, Solano-Napa Small Business Development Center, the Napa Chamber of Commerce, the Workforce Alliance of the North Bay, Visit Napa Valley, Napa’s Tourism Improvement District and Oxbow stakeholders. These open dialogues fueled our progress to advance economic development and coordinate efforts that support the entire Napa community.

The results? Stronger partnerships, shared goals and a collective drive to make Napa an economic powerhouse that benefits everyone. This open-door approach isn't just feel-good fluff; it's the secret sauce to achieving our ambitious economic development goals.

In 2024, we'll keep the ideas flowing, the doors open and the collaboration thriving. Napa's future is bright, and it's being built, brick by brick, with every discussion, shared vision and helping hand. We look forward to continuing the conversation throughout the new year!

Jennifer Owen, Program Coordinator

My proudest moment of 2023 was attending the grand opening of the 100 Coombs Creative Collective . This was a conversion of a portion of a pet-product manufacturing warehouse space in the Tannery Bend area into 18 creative studios, and was part of the Napa Makes initiative.

The success of this project is owed to the valuable contributions of a few key people. Linda Parks of the Lixit Corporation understood the need and had the resources, and Agnes Pierscieniak , a local artist and entrepreneur, had experience working in creative co-ops. When I introduced them, the project went from an interesting idea we’d been discussing to reality. I was able to provide support throughout the journey by facilitating meetings between Linda and City staff.

As I walked through the studio spaces at the grand opening celebration, chatting with the artists and makers and seeing their work, I felt incredibly humbled and proud to have been part of its creation. This project represents the best of what an initiative like Napa Makes can achieve. By connecting the right people and providing the right kind of support, we were able to meet a crucial community need for more creative spaces.

Brendan Hurley, Program Coordinator

There's nothing quite like strolling through downtown Napa on a sunny afternoon and seeing the sidewalks buzzing with life. Local shops spilling out with customers, cafés overflowing with laughter and that familiar clinking of glasses spilling from tasting rooms featuring Napa wines — it's a scene that fills me with pride. Seeing this vibrant downtown, and knowing we helped transform it into a welcoming hub to be enjoyed by residents and visitors alike, is what truly makes my heart swell.

Whether it's catching up with the friendly faces at a new business opening, swapping stories with downtown workers or brainstorming with community leaders, every interaction reminds me why I dedicate myself to making Napa a place we can all be proud of. Together, we’ve made great strides in creating a vibrant community and in 2024, I’m eager to keep working alongside our community to make Napa an even better place to live and grow.

This press release was produced by the City of Napa . The views expressed here are the author’s own.

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City of Paso Robles Renews Tourism Improvement District

Posted by Paso Robles Press | Jul 23, 2022

Alex Villicana, owner of Villicana Winery and Re:Find Distillery was elected Chairman of Travel Paso’s Board of Directors 

PASO ROBLES — Travel Paso, the nonprofit marketing organization whose mission is to promote tourism, is pleased to announce its lodging members and Paso Robles City Council have renewed the Paso Robles Tourism Improvement District (PRTID) for 10 years.

The PRTID is a public-private partnership that uses a lodging assessment to help fund  Travel Paso . The city collects the assessment from lodging members and distributes the funds to Travel Paso. Tourists who stay overnight at Paso’s hotels, RV parks, and vacation rentals ultimately fund the assessment. The Paso Robles City Council unanimously approved the renewal on June 7.

“Tourism is a key economic driver in our community and adds to the quality of life for all residents. This long-term renewal reaffirms the resounding support our community has for tourism and will allow us to continue to market our amazing destination,” says Travel Paso’s Executive Director Stacie Jacob, “Our community’s unified vision and support of tourism were essential in Paso Robles’ rebound from the pandemic and will remain the key to future successes moving forward.”

As Jacob declared in May, Paso Robles has officially rebounded from the pandemic and the city continues to see a record-breaking number of visitors and unprecedented tourist-generated lodging tax revenues.

Tourist lodging revenues are gathered through the Transient Occupancy Tax (TOT), which is billed directly to guests at every hotel, RV resort and vacation rental.

Transient Occupancy Tax revenues are separate from the PRTID. They supplement the General Fund and are used to support a host of Paso Robles City services, including parks and recreation, the library, road improvements and the police and fire departments.

From March 2021 through April 2022 (the most recent data), each month saw record revenues. In July 2021 and April 2022, thanks in part to Travel Paso’s targeted marketing campaigns, the TOT topped $1 million.

All told the TOT has generated nearly $9 million in revenue from visiting tourists since March 2021, a record for the City of Paso Robles.

To kick off fiscal year 2022-2023 (July 1), Travel Paso’s Board of Directors held elections and named Alex Villicana its Chairman. He is the owner and founder of Villicana Winery and Re:Find Distillery.

Villicana’s appointment marks the first time Travel Paso has elected a Chairman from outside of the lodging Industry. He is a longtime Travel Paso Board member who previously served as Treasurer, and most recently Secretary. Villicana replaces John Arnold, who expertly led the Board through the pandemic. Arnold, the General Manager of the Paso Robles Holiday Inn Express & Suites, will continue to serve on the Board.

“I am honored to start my tenure as Chairman at such a productive and exciting time for Travel Paso,” says Villicana. “Coming from the beverage side, my election is proof of just how dedicated Travel Paso is to working with our city’s diverse industries and thought leaders to ensure Paso Robles continues to thrive as a top tier tourism destination.”

Three new officers were also elected. Margaret Johnson of Paso Robles Inn & Martin Resorts will serve as Vice Chair; Angela McKee, General Manager of Best Western Plus Black Oak, will serve as Treasurer; and Victor Popp, General Manager of La Quinta Inn and Suites, will serve as Secretary. Additionally, three new members were elected to the nine-member Board: Jill Alexander, Assistant Property Manager at Paso Market Walk; Chance Jorgensen, General Manager of Oxford Collection; and Kaitlin Walton, Regional VP, Operations and Sales for Sun Communities.

Travel Paso’s Marketing Committee grew its membership to 19 from 14, making it the largest committee in Travel Paso’s history. The marketing committee advises the Board on Travel Paso’s marketing goals and campaigns. By design, its members represent Paso Robles’ diverse tourism ecosystem, and include experts from the lodging, beverage, events and tour operator industries.

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Paso Robles Press

Articles published by Paso Robles Press may be publicly submitted press releases, contributed articles, staff reports, or other forms of media not specifically authored by a member of our News Staff.

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