Economic Development Dashboard
These key indicators gauge the city of Napa's economic performance and are updated on a quarterly basis as needed $457
Hotel Average Daily Rate
(Sept. 2024, 6 Month
Moving Average)
69.7%
Hotel Occupancy Rate
(Sept. 2024, 6 Month
Moving Average)
+0.5%
Hotel Occupancy Rate
past year difference
(Sept. 2023 - Sept. 2024)
-0.9%
Hotel Occupancy Rate
past two year difference
(Sept. 2022 - Sept.2024)
The City's Economy at a Glance
$7.48 Billion
City of Napa Gross Regional Product
Economic Output (2023 est.)
+0.3%
City of Napa Taxable Sales Percent
Increase (2023 Q2 to 2024 Q2)
-1.8%
Napa County Taxable Sales Percent
Increase (2023 Q2 to 2024 Q2)
-0.7%
California Taxable Sales Percent
Increase (2023 Q2 to 2024 Q2)
$891,950
Median home price within the City as
of Sept. 2024 (Zillow Research)
-0.1%
City of Napa one year home price
growth rate (Sept. 2023 - Sept.2024)
+2.7%
City of Napa two year home price
growth rate (Sept.2022 - Sept.2024)
-1.5%
City of Napa Housing Market Forecast
(% change in median home price) to
July 2025
Updated 12/2024
ATTACHMENT-1
LABOR TRENDS
Labor Force and Employment
Takeaway: The city of Napa’s labor force fell slightly between July and September 2024 from Q3 2023. Continued adjustments in labor force are likely due to people moving in and out of Napa that are working or looking for work. Napa’s employed residents are also down slightly, pushing Napa’s unemployment rate to 4.7% after seasonal adjustments as of September 2024. Some adjustments to higher wage environments regionally and slowing demand in wine, tourism and construction are likely driving some of these changes.
Description: The city of Napa's labor force (red line in the graph) is determined by the number of residents working or looking for work. Employed residents (green line in the graph) live in Napa and have jobs. This illustrates how many Napa residents are employed compared to the overall workforce.
38.5K
39K
39.5K
40K
40.5K
41K
41.5K
42K
7/1/228/1/229/1/2210/1/2211/1/2212/1/221/1/232/1/233/1/234/1/235/1/236/1/237/1/238/1/239/1/2310/1/2311/1/2312/1/231/1/242/1/243/1/244/1/245/1/246/1/247/1/248/1/249/1/24 Employment Labor Force
Source: California EDD and Bureau of Labor Statistics. Seasonally adjusted.
Labor Force and Napa Residents Employed (2022-2024) Unemployment Rate
4.7%
Sept. 2024
4.3%
Sept. 2023
3.6%
Sept. 2022
5.4%
Sept. 2021
9.3%
Sept. 2020
3.0%
Sept. 2019
Employment by Industry (Jobs in the City of Napa)
Takeaway: As of Quarter 4 2024, the number of people working for Napa-based employers is estimated to be 49,973 in 2023 (the estimate for 2022 was 49,155 jobs). At 14,556 jobs, construction, manufacturing (incl. wine making), and logistics workers hold the largest share of employment within the city of Napa. The next group is the commercial, visitor, and entertainment industries, with 10,687 jobs. Government and education are the third highest industries, with 8,895 jobs.
Description: The graph and table below show the estimated number of jobs in the city of Napa for 2023, including employed residents and inbound commuters.
Source: California EDD, Census Bureau, EMSI (Lightcast) Jobs in the city of Napa (included Residents and inbound Commuters) (2023) Construction, Manufacturing, and
Logistics Industries
Commercial, Visitor, and
Entertainment Industries
Government and Education
Health Care/Social Assistance
Professional Service Industries
Administrative and Waste
Management Services
Other Services
0 2K 4K 6K 8K 10K 12K 14K 16K
14,556
10,687
8,895
6,890
3,898
2,998
2,049
LABOR TRENDS
Construction, Manufacturing, and Logistics Industries 14,556 Agriculture 2,898
Mining 20
Utilities 150
Construction 3,348
Manufacturing 6,142
Wholesale 999
Transport/Logistics/Warehousing 999
Commercial, Visitor, and Entertainment Industries 10,687 Retail 4,740
Arts and Events 400
Hotels/Motels and Restuarants 5,547
Government and Education 8,895
Education 1,149
Government 7 746
Industry Estimated Number of Jobs
Median Wages by Occupation
Takeaway: The median wage for jobs worked in
2024 within the City of Napa is $24.62 for all
industries combined (+$0.62 from 2023), where the
median in Sonoma is $24.84, San Francisco’s
metropolitan area (including Alameda and San
Mateo counties) is $34.64, and California is $25.98
(the 2024 data are not yet available for San
Francisco city and county alone or Marin County as
of June 1, 2024). These data indicate that overall
wages in Napa are competitive with those in
adjacent Sonoma County and have slowed
compared to those in California. For Napa,
healthcare and protective services jobs had more
than a 10% wage increase since 2023. Napa as a city
economy is a significant portion of Napa County’s
labor market in terms of jobs available and a wide
breadth of positions.
Description: The chart and table show the median
wage level by occupation for selected jurisdictions
and California overall. The complete list of included
occupations can be viewed by scrolling on the
table.
Source: California EDD and Bureau of Labor Statistics (2024).
Median Wages by Occupation (2024)
LABOR TRENDS
Management $59.43 $57.37 $82.38 $67.63 $65.31
Business and Financial Operations $39.96 $39.42 $50.46 $47.52 $42.25 Computer and Mathematical $48.24 $49.04 $78.79 $66.43 $65.27 Architecture and Engineering $47.59 $52.13 $60.73 $52.95 $52.24 Life, Physical, and Social Science $34.55 $40.94 $57.86 $52.32 $46.55 Community and Social Service $32.81 $28.82 $31.17 $33.69 $28.95 Legal $53.00 $50.32 $76.16 $71.38 $62.91
Educational Instruction and Library $35.19 $32.31 $36.12 $36.75 $33.17 Arts, Design, Entertainment, Sports, and Media $30.00 $29.50 $43.70 $37.98 $36.55 Healthcare Practitioners and Technical $60.13 $57.91 $66.99 $66.62 $53.61 Healthcare Support $18.84 $18.46 $16.58 $21.37 $16.65
Protective Service $26 20 $23 79 $27 04 $44 27 $23 74
Occupation Type Napa Sonoma SF Marin CA
$35
$30
$25
$20
$15
$10
$5
0 Napa Sonoma San Francisco Marin California
Total Median Wage Level
Jurisdiction
Taxable Sales
Takeaway:The total taxable sales of all retail categories in the city of Napa was $459 million in Q2 2024, a 0.3% increase from Q2 2023. The top retail sector is restaurants and bars (Food Services and Drinking Places) at 19.9 percent ($102 million) followed by vehicle and parts sales at 11.0 percent (50.5 million). The All-Other Outlets category includes an array of businesses with retail points of sale but is not a retail business as a primary function (winery tasting rooms are examples) at 19.7 percent ($90.3 million) of taxable sales. Napa County taxable sales fell by 1.8 percent overall, while California slipped by 0.7 percent.
Description: The chart below summarizes the composition of taxable sales to track business health, which forms the basis of revenue and sales tax revenue generated for the City.
Source: California Department of Tax and Fee Administration Numbers may not add up due to rounding.
Source: California Department of Tax and Fee Administration
BUSINESS HEALTH
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
City of Napa Napa County California City of Napa Napa County California Composition of Taxable Sales (Q2 2024)
Comparison of city of Napa Taxable Sales by
Major Retail Category (Q2 2023, Q2 2024)
Q2 2024 Q2 2023
Q2 2024
Building Material and Garden Equipment and Supplies
Clothing and Clothing Accessories Stores $27M
Food and Beverage Stores $35M
Food Services and Drinking Places $102M
Gasoline Stations $42M
General Merchandise Stores $28.4M
Home Furnishings and Appliance Stores
Motor Vehicle and Parts Dealers $50.
Other Retail Group $32.7M
All Other Outlets $90.3M
BUSINESS HEALTH
Business Licenses
Takeaway: Overall, the number of new business starts for Q4 2024 have outpaced the number of closed licenses. Service businesses made up the majority of the new starts and closures, indicating the swing of these business types as compared to retail, food, and beauty. There was one tasting room license closure and no new accommodation starts. The remainder of Q4 2024 will come in the Q1 2025 dashboard update.
Description: The table below illustrates the number of businesses that either (1) applied for a new business license with a start date or (2) closed out a license between September 1, 2024 and December 1, 2024.
Business category is an agglomeration of business types and is for businesses located inside the City limits.
Open and Closed Business Licenses
(Sept. 1st - Dec.1st 2024)
Source: HdL
Economic Output
Takeaway: The city of Napa’s top industries are Manufacturing (including wineries where bottled wine is produced), Real Estate, Rental and Leasing, Government, Medical Services, and Visitor-Serving (Hotels, Motels, and Restaurants).
Description: This chart tracks the top economic drivers in Napa’s economy. It summarizes the estimated economic output from various industries within the city economy for 2023 in 2021 Dollars. The total economic output of Napa County is approximately 11.8 billion dollars, while the city economy is 7.48 billion dollars (in 2021 inflation-adjusted dollars for 2023), of which the Napa city economy contributes approximately 68.4% of the total economic output.
Manufacturing 22.7%
Real Estate and Rental and Leasing (incl Equipmen
Government 10.0%Medical Offices, Hospitals, Non-Profits providing Health Se Hotels, Motels and Restaurants 6.6%
Professional, Scientific, and Technical Servic
Construction 4.6%
Retail Trade (Stores and Virtual Sales)
Finance and Insurance and Banking 3.3%
All Others 21.6%
Napa (city) Gross Regional Product (2023)
Source: Bureau of Economic Analysis, California EDD, EMSI (Lightcast) Accomodation 0 0 0
Retail 16 2 14
Restaurant/Bar/Food 10 1 9
Art/Entertainment 7 1 6
Beauty/Massage 13 2 11
Services 47 15 32
Tasting Room 0 1 -1
Total: 93 22 71
Year to Date: 568 93 475
Business
Category
Number of
New Starts
Number of
Closed Difference
Visitor and Tourism Trends
Takeaway: Hotel occupancy and average daily rates as of September 2024 (we consider six-month moving averages of occupancy rate and average daily rate (ADR) data) to be slightly higher (0.5 percentage points) compared to September 2023. Average daily rates in Napa were down approximately $7 per night comparing the six-month moving average ending in September 2023 ($464) to September 2024 ($457). The six-month moving average is meant to flatten some of the seasonal and episodic reasons for changes in these data and focus more on trends. The slight uptick of occupancy rates in 2024 suggest consumer and economic confidence remains strong and there were no environmental factors (good weather, no regional fires or other disasters) to keep visitors away; San Francisco’s tourism market continued to have momentum and remains a competitive place for Napa tourism businesses into 2025.
Description: Occupancy rates measure how full hotels and lodging are during a particular time. This helps indicate the amount of visitor activity for overnight stays and informs the Transient Occupancy Tax (TOT) revenue forecast. The average daily rate (ADR) refers to the average cost of a one-night stay. We use a six-month average to show more trends than episodic changes.
Source: Smith Travel Research
TOURISM TRENDS
Hotel Occupancy Rate (Occ) and Average Daily Rate (ADR) in Dollars for 6 Month Moving Average (2022-2024)
0 10%
20%
30%
40%
50%
60%
70%
80%
0 $68.75
$137.50
$206.25
$275.00
$343.75
$412.50
$481.25
$550.00
Jun-2022Jul-2022Aug-2022Sep-2022Oct-2022Nov-2022Dec-2022Jan-2023Feb-2023Mar-2023Apr-2023May-2023Jun-2023Jul-2023Aug-2023Sep-2023Oct-2023Nov-2023Dec-2023Jan-2024Feb-2024Mar-2024Apr-2024May-2024Jun-2024Jul-2024Aug-2024Sep-2024 Occ Rate (6 Mo MA)
ADR (6 Mo MA)
Occ Rate (6 Mo MA) ADR (6 Mo MA)
Median Rent Comparisons
Takeaway: Median rents increased 2.9 percent in Napa, according to ZillowTM Research, between September 2023 and September 2024. That slower pace of rent increasing is a microcosm of regional changes. Comparable jurisdictions increased by
0.5 percent in Petaluma and 1.4 percent in Livermore. Monterey and Fairfield bucked those trends a bit and rents increased slightly faster.
Description: The chart and table provide benchmarks for rental affordability in the Napa housing market. Comparison jurisdictions were chosen due to their similar population size, being a tourism destination, and/or being within a wine region. The rental price medians are calculated using samples of homes, condos, and apartments for rent, but they are largely dominated by one—and two-bedroom apartments.
Source: ZillowTM Research (2020-2024). Current dollars.
HOUSING TRENDS
Median Rents by Year and Jurisdiction (2020-2024)
1,800
2,000
2,200
2,400
2,600
2,800
3,000
3,200
3,400
3,600
3,800
Sept-2019 Sept-2020 Sept-2021 Sept-2022 Sept-2023 Sept-2024 Napa Fairfield Petaluma San Rafael Temecula Santa Cruz
Livermore Monterey
Napa $2,383 $2,633 $2,812 $2,836 $2,917 2.9%
Fairfield $2,078 $2,298 $2,391 $2,455 $2,554 4.0%
Petaluma $2,239 $2,475 $2,599 $2,724 $2,737 0.5%
San Rafael $2,806 $2,935 $3,142 $3,179 $3,246 2.1%
Temecula $2,180 $2,609 $2,822 $2,881 $2,966 3.0%
Santa Cruz $2,678 $3,111 $3,473 $3,561 $3,682 3.4%
Livermore $2,624 $2,767 $2,946 $2,981 $3,024 1.4%
Monterey $2,070 $2,254 $2,449 $2,539 $2,708 6.7%
Napa
County $2,507 $2,763 $2,933 $2,960 $3,024 2.2%
Place Sept-
2020
Sept-
2021
Sept-
2022
Sept-
2023
Sept-
2024
%
Change
2023-24
Looking for more data?
Click below to visit the California Governer's Office of Business and Economic Development (Go-Biz) for an interactive map of Napa.