Tourism Improvement District


The City of Napa is seeking proposals from firms highly-experienced in Marketing, Advertising, Public Relations, Event Planning & Related Services for the fiscal year contract period of July 1, 2019 through June 30, 2020.  The selected consultant will work with City of Napa Economic Development staff, City of Napa Tourism Improvement District’s (TID) Local Governing Committee (LGC), representatives from Napa’s lodging groups, retail businesses and other hospitality establishments to increase lodging stays within the City of Napa.  To learn more and apply for this opportunity, please click on the link below. 

  1. Shari Cooper

    Development Project Coordinator

About the Tourism Improvement District

On June 15, 2010, the Napa County Board of Supervisors approved the Napa Valley Tourism Improvement District (the “District”). The District was renewed for a 10-year term (effective July 2015-June 2025) and levies a two percent assessment upon the “rent” charged by “lodging businesses” (defined to include short-term rentals of 30 days or less in hotels, motels, bed and breakfasts, and inns; and to exclude vacation rentals and campgrounds). The City Council consented to the formation of the countywide district within the City limits on March 16, 2010, and consented to the extended term on February 21, 2017. The City of Napa collects the two percent District assessment for lodging businesses within the City and transmits 74% of the revenue to Napa County (who transmits the funds to the Napa Valley Tourism Corporation, a non-profit corporation who manages the overall non-local destination tourist promotion and marketing activities).  From the remaining revenues, the City retains 1% for administration costs and deposits the remaining 25% into the Napa Tourism Improvement District (Napa TID) fund.  This fund is managed by the City, under the oversight of the Napa TID “Local Governing Committee, (LGC), as defined by the Management District Plan.  

Napa's Local Governing Committee (LGC)

The LGC is comprised of seven members; five of whom represent the lodging industry, one member who represents the City, and one member representing a visitor-serving or destination-marketing entity who holds an at-large seat.  The LGC membership consists of the following individuals:

1.Chair, Reynaldo Zertuche, Embassy Suites Napa Valley
2.Vice-Chair, Sara Brooks, Napa River Inn
3.Chair-Elect, Jamie Cherry, Inn on First
4.Member, (currently vacant)
5.Member, Michael Collins, Archer Hotel
6.Member, At-Large, Craig Smith, Downtown Napa Association
7.City Representative, Robin Klingbeil, Economic Development Division

Each year the LGC works with City staff to develop a proposed budget and work plan for City Council consideration and approval.  This proposal aims to accomplish a comprehensive marketing strategy for the City of Napa with the specific objective of increasing hotel stays through reinforcement of the “DoNapa” brand. 

The Napa TID Local Governing Committee meets every fourth Tuesday of the month. 

Napa TID Local Governing Committee

September 2018

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