Annual Report
July 1, 2024 - April 30, 2025
Prepared for the Yountville
Town Council Meeting on
May 6, 2025.
Yountville Chamber
of Commerce
Table Of
Contents
1 Who We Are
2 3
4 Membership
5 Program Highlights
6 Marketing Highlights
7 What’s Next?
8 Vision, Mission, Values
Our Team and Budget
Conclusion
Who We Are:
Yountville
Chamber
The Yountville Chamber of
Commerce is a 501c6 non-profit
organization. Representing over
330 Business Members and 150
Associate Members. The
Yountville Chamber is governed
by a volunteer Board of
Directors, with day to day
operations run by a professional
staff of three. We are proud to
say, we wears two hats.
We serve as a traditional chamber of commerce and as the destination marketing organization for Yountville. We are proud of this dual role, and our partnership with the Town of Yountville and the NVTID – Yountville to market the destination of Yountville. We believe our community is stronger and more successful because of this leadership alignment.
Vision Mission
To be the premiere
small town destination
Vision, Mission, Values
Enriching the Vibrancy of
Our Community
Values
Driving Commerce
We believe in providing the tools,
resources, and opportunities to help
grow member businesses.
Promoting Yountville
We believe in marketing and
promoting Yountville as the premier
small-town destination.
Building a Thriving Community
We believe in cultivating strong
relationships between businesses.
We believe in cultivating strong
relationships between businesses
and residents.
Being Your Champion
We believe in improving the
economic well-being and quality of
life in our community.
Our Team
Board of Directors
The Yountville Chamber is governed by a volunteer Board of Directors, made up of 10 voting members
and 4 non-voting members.
Natalie Leighton
President & CEO
Andrea Scarpa May
Programs & Events Manager
Jackie Roldan
Member Engagement
Manager
Our Team
Staff
Given the current economic environment and hesitant buyer market, the Yountville Chamber is in a solid financial position.
Our income is primarily made up of 3 income streams: Membership dues revenue, Town of Yountville Contract and the NVTID – Yountville contract.
We have additional income from event ticket proceeds, member marketing services and our Guest Information Network Partnership with Visit Napa Valley for the Yountville Welcome Center. We continue to look for new ways to grow revenue for the chamber, through marketing opportunities and new events.
To this end, we brought back Taste of Yountville and launched a new Yountville Wine & Beer Passport to generate new revenue for the chamber.
Both have experienced soft sales to date.
Yountville Chamber Budget July 1, 2024 - June 30, 2025
Revenue $1,031,290
Expenses $1,032,795
Net Profit ($1,505)
Budget
Membership
Membership of the Yountville Chamber is made up of two categories:
Business Members and Associate Members (Yountville Residents).
Currently, we have 480 members total: 330 Business Members and 150 Associate Members.
We continue to focus on refining our member benefits and providing our members with top notch customer service. Our Business Membership has declined slightly over the past year, due to the current economic climate and less visitation to the Napa Valley. We currently have a cap on our Associate Membership at 150 members.
Health Spas
Outdoors
Art, Culture, Entertainment
Shopping
Tours & Transportation
Organizations & Government
Places to Stay
Dining
Professional Services
Wine
0 20
40 60
80 100
120
American Canyon
Calistoga
Outside Napa Val ey
St. Helena
Yountvil e
Napa/Unincorporated NV
Oakvil e/Rutherford
0 20
40 60
80 100
120
140
Membership by Category Membership by Location
Program Highlights
This fiscal year was year one of our three-year Strategic Plan. Our Strategic Plan contains four objectives that drive our operations. Goals and metrics are tied to each objective. Numerous tactics are created to ensure achievement of the yearly goals. The Yountville Chamber Board of Directors creates our Strategic Plan each year at our annual Board Retreat.
We have made significant progress against the goals tied to these objectives.
I would like to take this opportunity to share some highlights of our accomplishments. I believe these highlights are best shared under the umbrella of our four key values.
Objective One: Focus on Visitor Promotion and Engagement to Foster Positive Economic Impact for Yountville & Surrounding Community
Objective Two: Connecting, Convening and Collaborating
Objective Three: Run an Effective, Sustainable and Engaging Chamber Objective Four: Enhance Member Resources
Program Highlights
Networking
Mixers
Bringing our members together on a
monthly basis fosters friendships and
partnerships. And its great for businesses
and our community. Our Monthly
Networking Mixers continue to be a great
success, with between 150 - 200 attendees
joining us. Both Business Members and
Associate Members attend our Mixers.
Associate
Members
We are so proud of our Associate Member
program, chamber membership for
Yountville Residents. It is so popular, we
had to put a membership cap on it, at 150
members. This program has given our
members exclusive access to business
promotions, opportunities to network,
and more. But most importantly, it has
created community.
Building a Thriving Community: at the intersection of
helping businesses succeed and our community thrive.
Program Highlights
YountvilleWine & Beer
Passport
Championing economic vitality takes many
shapes and forms. Sometimes it is policy like
above, sometimes it is a Wine & Beer
Passport designed to drive traffic to our local
Tasting Rooms and Wineries. The Yountville
Wine & Beer Passport runs from April 1 -
August 31, 2025, featuring 2-for-1 Tastings
and discounts at 15 locations. Priced at $95
dollars, this passport is completely digital,
offering ease of download and booking.
Policy
Collaboration
This year, we worked with Councilmembers
Reeves and Trippe on a Foodware Ordinance. This
policy collaboration, included meetings with
businesses, thoughtful dialog around the
environment and this Ordinance’s economic
impact on both businesses and consumers. There is
still much work to be done on this topic, but the
collaboration around policy, the environment, our
businesses and economy was work many
communities would be envious of.
Being Your Champion: we are a fierce champion for economic vitality in Yountville
Program Highlights
Holidays in
Yountville
Holidays in Yountville took place from
November 24, 2024 - January 1, 2025.
Featuring over 165 events posted, 65 gifts in
the Holiday Gift Guide, and nearly 70
participating businesses. Over 1.4MM digital
and print impressions were garnered
through our campaign. With over 20,000
people visiting the Holidays in Yountville
webpages over the six weeks.
Taste of
Yountville 2025
Taste of Yountville took place on April 27,
2025 at Chandon with just over 200 in
attendance. Featuring 14 Yountville
Tasting Rooms/Wineries and delicious
food by Chandon. Yountville Tasting
Rooms/Wineries asked us to bring back
this event, as a great way to market
Yountville and their businesses.
Driving Commerce: we are a catalyst for business growth and strengthening our local economy.
Program Highlights
Get Inspired Blog
Our Get Inspired Blog on Yountville.com
enables us to tell the story of Yountville and
also share experiences at member businesses.
We strive to post four blogs a month;
upcoming events, member spotlight,
community events, and current holiday or
activity focused (like hiking or walking for
example). We share these blogs across our
many platforms, including social media, Enewsletter, in our Yountville Welcome Center and more. We have posted over 30 blogs over
the past year, with more coming over the next
two months!
Yountville Visitor
Guide and Map
The Yountville Visitor Guide, is both printed and
available digitally on our website. It features a
narrative about the destination, along with sample
itineraries, member highlights and our Yountville
Map. A total of 11,000 copies were printed and
distributed over the past year in Yountville and
throughout the Napa Valley. The Yountville Map,
is printed twice per year, once in the
Spring/Summer and one in the Fall/Winter. We
print 20,000 copies of the Map, it is distributed to
all of the businesses in Town, and handed out at
the Yountville Welcome Center.
Promoting Yountville: we are proud to promote Yountville as the premiere small-town destination
Marketing Highlights
We are proud to partner with the Town of Yountville and the NVTID – Yountville to promote the destination of Yountville. Our marketing strategy is comprehensive, covering the following areas: Yountville Welcome Center, Yountville.com, Social Media, Digital Marketing Advertising, Public Relations, Event Marketing as well as some radio and print advertising. Together, with our Marketing Committee, we create our yearly marketing strategy. The Marketing Committee also oversees the progress of our marketing goals. This committee meets every other month.
Yountville
Welcome
Center
Yountville.com
Yountville
Chamber.com
Social
Media
Public
Relations
Digital
Advertising
Yountville Welcome Center
The Yountville Welcome Center is the “front door” of Yountville. We currently have 34 volunteers, who greet and help visitors, as well as chat with locals and their dogs! We are open seven days a week, Monday – Friday, 10:00 a.m. – 4:00 p.m. and Saturday/Sunday, 10:00 a.m. – 3:00 p.m.
From July 1, 2024 – April 30, 2025, we saw a total of 9,187 visitors, we expect this total to increase with the two months left in the fiscal year. The Yountville Welcome Center features rack cards from our members, visitor information sheets, free magazines, Yountville maps, Napa Valley maps, Visit Napa Valley Guidebook and more. We work collaboratively with Visit Napa Valley and the other Welcome Centers in Napa County to ensure best practices and information. Pictured below, Yountville Welcome Center Volunteers at our annual Halloween Meeting, October 2024.
YV Welcome Center Visitors
Jul. '24 Aug. '24 Sept. '24 Oct. '24 Nov. '24 Dec. '24 Jan. '25 Feb. '25 Mar. '25 Apr. '25 0 200
400
600
800
1000
1200
1400
Yountville.com
Our destination focused website, Yountville.com serves as our home on the internet. Our digital advertising and promotion goes back to this website. Yountville.com is designed to inspire and educate visitors about Yountville. The website contains member directory pages, featuring robust evergreen and search engine optimized content, events calendar, history of Yountville, our Get Inspired Blog, our virtual Yountville Welcome Center and beautiful photos of the destination.
Yountville.com Visitors
Jul. '24 Aug. '24 Sept. '24 Oct. '24 Nov. '24 Dec. '24 Jan. '25 Feb. '25 Mar. '25 Apr. '25 0 10000
20000
30000
40000
50000
Organic Search
96484
Organic Social
56800
Paid Search
46458
Direct
36040
Referral
9538
Yountville.com saw 279,811 visitors from
July 1, 2024 - April 30, 2025. The large
spike in visitation during November and
December, is due to our Holidays in
Yountville campaign! The top states to
visit Yountville.com: California,
Washington, Oregon, and Nevada.
This two months left in the fiscal year, we
expect to hit over 300,000 visitors to
yountville.com.
Yountville.com Sessions by Channel
YountvilleChamber.com Visitors
Jul. '24 Aug. '24 Sept. '24 Oct. '24 Nov. '24 Dec. '24 Jan. '25 Feb. '25 Mar. '25 Apr. '25 0 500
1000
1500
2000
2500
YountvilleChamber.com
Our award winning website YountvilleChamber.com serves as the one stop shop for all things Yountville Chamber for our members and community. Featuring business spotlights via our Blog, member resources, overview of chamber programs, community event calendar, and more. We are still growing our audience for this website, it is not nearly as popular as yountville.com. We do not spend any money marketing this website, over the last year, we saw a 33% increase in visitation. A total of 12,738 unique visitors to YountvilleChamber.com from July 1, 2024 - April 30, 2025.
Social Media continues to be a critical piece of our destination marketing strategy. Many visitors still seek out social media for inspiration when planning their trip, and of course, sharing their trip when in market. We focus on four channels: Facebook, Instagram, Pinterest and TikTok. The Marketing Committee sets the Social Media strategy, that directs our daily content posting.
Our Social Media Strategy has three objectives: 1) Member Content; 2) Driving traffic to Yountville.com; 3) Establishing Yountville social channels as experts on “all things” Yountville.
Each year we run a series of special campaigns around events or brand building, below are three highlights. We ran the following campaigns: Yountville Pup, Great Outdoors, Holidays in Yountville, Yountville International Short Film Festival, Mustard Season, Art, Sip & Stroll and Yountville Pride.
Our overall audience reach grew by to over 101,000 followers across four channels. Over the past year, over 210,000 people have engaged with our content. We have increased the post quality, which has driven more engagement. On Instagram, a total of 11,600 people clicked out to our website for more information. On Facebook, we had over 6,848,028 video views of our posted content.
Followers: 66,192 Followers: 31,800 Followers: 2,100 Followers: 1,600 Social Media
Please be sure to follow us at:
Facebook: @ExploreYountville | Instagram: @YountvilleCA | Pinterest: @YountvilleCA | TikTok: @ExploreYountville
MUSTARD CAMPAIGN
394,907 Impressions
2.79% Click Through Rate
$2,000 Spent
OUTDOORS CAMPAIGN
274,769 Impressions
4.87% Click Through Rate
$2,000 Spent
HOLIDAYS IN YOUNTVILLE
556,365 Impressions
1.47% Click Through Rate
$3,000 Spent
Publication
Name Story - Hyperlinked
UMV (Unique
Monthly
Visitors)
Los Angeles
Times Culinary Delights in Napa and Sonoma 48.2 MM
The Mercury
News
Happy Wanderer: Yountville one of the finest Napa
Wine Country Towns 20 MM
Forbes Travel
Guide How to Spend Two Days in Yountville, California 1.3 MM Travel + Leisure
Experience California’s Wine Country without the
Crowds 16 MM
AARP A Local’s Guide to Napa and Sonoma Wine Country 38 MM Public Relations
We continue to retain Fuller & Sander Communications to manage Public Relations for the destination. Fuller & Sander oversee Familiarization (FAM) Tours as part of their contract, generate press releases for upcoming events and field all incoming press inquiries about the destination.
Fuller & Sander Communications coordinated a total of 18 Familiarization Tours to date, with publications such as Los Angeles Times, Forbes Travel Guide, Haute Living and much more.
A total of over 430 million impressions were generated through Fuller & Sander Public Relations efforts. Directly below is a list of the top five publications Yountville and Yountville businesses were featured in over the past year.
Digital Marketing Advertising Campaigns
This year, we executed several different digital marketing advertising campaigns to promote Yountville. They include the Hyper Local campaign, Napa Valley North campaign, and our Yountville Brand campaign, running for the eighth year.
The Hyper Local campaign, is a geofenced advertising campaign running Monday - Friday only in downtown Napa. This campaign promotes dining, tasting and staying in Yountville. Between July 1, 2024 - March 31, 2025 the campaign generated 1.73 million impressions, with 15,310 clicks to yountville.com. We only spend $200 dollars per month on this campaign! Huge return for the value.
The Napa Valley North campaign is designed to educate and inspire visitors to explore the magic of Napa Valley North by highlighting the close proximity of the multi-city itineraries, boutique charm, world-class wineries, culinary gems, wellness escapes, and unique local experiences in Yountville, St. Helena, and Calistoga end of March through August. The Napa Valley North Campaign is a partnership with Yountville, St. Helena and Calistoga, each local NVTID contributed $20,000 dollars toward the campaign.
The Napa Valley North Campaign, includes a new website NapaValleyNorth.com featuring itineraries, digital ads on Facebook/Instagram, google ads, video, spotify playlists and spotify ads.
In the first 3 weeks, the new Napa
Valley North website received over
3,700 visitors. With the average time
on site 40 seconds. The initial social
media video that launched on March
13 had 15,446 views. On Social Media,
weekly there is one post and two
stories on Instagram dedicated to
Napa Valley North. On a monthly
basis, there are two collaboration
posts between the Yountville, St.
Helena and Calistoga Social Media
channels as well as two stories on
Instagram sharing the Spotify
playlists.
This year we entered into the eighth year of our Yountville Brand campaign. The objective of this campaign was to implement a multi-channel, paid advertising plan to generate awareness of Yountville and increase visitation. Additionally, we participated in the co-op for direct room booking through Expedia. Our target audience focused primarily on the Bay Area and Sacramento region, ranging in age from 25 – 54 years old with a household medium income of $150,000 dollars plus.
In partnership with the NTVID – Yountville, we spent $180,000 dollars from September 2024 – June 30, 2025. Our campaign ran across the following platforms Facebook/Instagram, Google Search and YouTube and Expedia.
The Expedia program is running January – May 2025. The campaign generated over $90,611 dollars in booking revenue and 113 room nights for January - March 2025.
For the advertising with Facebook/Instagram, Google Search and YouTube, to date the campaign has generated a total of 10,373,256 million impressions, 1,365,288 views and 59,718 clicks to Yountville.com. Click here to view “Art of the Stroll” video and Click here to view “Join Us For a Stroll” video that air on YouTube.com. These stats are from September 2024 - March 2025.
Digital Marketing Advertising Campaigns
Continued
The Yountville Chamber of Commerce is embarking on a new chapter with our new President & CEO Natalie Leighton, who joined the team on April 29, 2025. Supported by professional staff, active volunteers, engaged members and supportive Board of Directors, we are confident Natalie will lead the Yountville Chamber to new heights.
The Yountville Chamber’s commitment and partnership with the Town of Yountville is of paramount importance to our community. We know the economic vitality of our town is upheld through this partnership to promote Yountville as a premiere small-town destination.
Through this economic vitality, we experience a high quality of life many aspire to enjoy.
As mentioned earlier on in this report, we are just completing the first year of our three year Strategic Plan. The objectives will remain the same over the next two years, with the strategies and tactics changing depending on the priorities of the chamber and our community. As a reminder, those objectives are:
Objective 1: Focus on Visitor Promotion and Engagement to Foster Positive Economic Impact for Yountville & Surrounding Community
Objective 2: Connecting, Convening and Collaborating
Objective 3: Run an Effective, Sustainable and Engaging Chamber Objective 4: Enhance Member Resources
We look forward to the coming year ahead and our partnership with the Town of Yountville and the NVTID – Yountville. We thank you for your continued support and engagement with us to fulfill our mission of enriching the vibrancy of our community.
What’s Next?
This Yountville Chamber of Commerce Town Report is my ninth and final one! Can you believe it?!
When I stepped into this role as President & CEO of the Yountville Chamber on July 1, 2016, I inherited an irrelevant organization, a deficit budget, no professional structure in place, it was in a very sad state. We built the Yountville Chamber to what it is today from difficult beginnings. Even though those were very challenging times, one of the bright spots was our partnership with the Town of Yountville.
The support of the Yountville Town Council, Town Manager and Town Staff was unwavering. Despite not knowing me, or my capabilities, the Council, Manager and Staff always supported me and the Yountville Chamber. They believed in me from day one. I will never be able to properly express how much that meant to me, and what a difference it has made in the success of the Yountville Chamber. Simply, we wouldn’t be where we are today, without this support and partnership.
So, as my final thank you and request. I ask you Town Council, Town Manager and Town Staff, give our new President & CEO Natalie Leighton the same support and belief from day one that you gave me. Your confidence in her will do more then you will ever know.
Yountville and the Yountville Chamber will be stronger because of it.
As I write this, I am filled with gratitude for the experience to work with each and every one of you. It has been a pleasure to work together on policy, events and initiatives to propel the town of Yountville into the future. Best of luck to each of you in the years ahead.
Cheers to the heart of the Napa Valley,
Whitney Diver McEvoy
Outgoing President & CEO
Yountville Chamber of Commerce
Conclusion (and thank you!)