Economic Development Update
Business Report
• Presented by: Beverly Wilmore
• Deputy Director, Marketing & Economic Development
• September 15, 2026
Agenda
• Yountville Portfolio Initiative – Funded by NVTID - Yountville Tourism Improvement District
• Liquidity Summit 2026 Hosted by All In – Recap
• Liquidity Summit 2027 Hosted by All In - Program update • Business Community Activity & Partnership
Yountville
Portfolio
Initiative
Overview
• The Yountville Portfolio is more than a collection of exceptional hotels, restaurants, wineries, and venues.
It’s a shared vision for how independent icons can come together to create one of the country’s most distinctive destinations for meetings, events, and meaningful
gatherings…while balancing resident and community
values.
• Targeted Clientele include: The Corporate Executive,
C-Suite and Incentive Meeting Planner
Yountville
Portfolio
Vendors
• – Branding and Image Agency
• Phase I: Discovery
• Phase II: Development
• Phase III: Deployment
• – Technology Partner
• Interactive Mapping
• Immersive 360
Photography
• – Technology Partner
• Microsite Portal
• Luxury Tab & White
Labeling Feature for
Multi Integration
Yountville Portfolio Project Update
The Yountville
Portfolio Project
officially
commenced in July
with Define
Marketing, the
marketing strategy
and image branding
agency selected to
guide development
of the initiative.
The project has
been organized into
three phases:
Phase I –
Discovery
Phase II –
Development
Phase III –
Deployment
The project is
currently concluding
Phase I – Discovery,
which focuses on
establishing
Yountville's
destination brand
strategy and
engaging key
stakeholders
through a
comprehensive
research and
discovery process.
Stakeholder Questionnaire
THE
QUESTIONNAIRE
EXPLORED
SEVERAL
STRATEGIC
AREAS THAT ARE
CRITICAL TO
DEFINING
YOUNTVILLE'S
FUTURE MARKET
POSITION,
INCLUDING:
DESTINATION
IDENTITY
TARGET
AUDIENCES AND
COMPETITIVE
LANDSCAPE
BRAND
POSITIONING
AND STRATEGY
BRAND VALUES
AND ATTRIBUTES
Interactive Mapping
and Digital Platform
Development
• Phase I: On Boarding, Platform Set up &
Training
• Phase II: Integration of Content & Microsite
Soft Launch
• Phase III: Launch, Training & Optimization
Project Timeline
by
Vendor/Month:
2026 - 2027
Event Overview:
• Liquidity Summit 2026 took place in Yountville from May 31 through June 3, 2026. The four-day summit was sold
out and designed for a highly selective audience of
capital allocators and entrepreneurs.
• The event was materially different from a conventional conference because of its destination-wide format. Rather than concentrating activity in a single convention facility, the summit was structured around
Yountville's hospitality infrastructure and community
environment.
• This model is particularly relevant to Yountville's
economic-development strategy because it allows
visitor expenditures to circulate among multiple local
business categories.
Attendance, Visitor Profile & Destination Exposure:
This audience represents an
economically attractive visitor segment
because business travel frequently
generates expenditures across lodging,
dining, transportation, entertainment and
retail.
The presence of nationally
recognized technology and
investment figures also increased
the potential marketing value of the
event for Yountville.
The event also generated substantial
destination exposure. The New York Stock
Exchange sponsored the 2026 summit
and established a media hub where
prominent speakers and attendees
participated in interviews. Topics included
artificial intelligence, investing and capital
allocation.
Hotel and Lodging
Impact
• The most immediate economic impact of the
summit was the demand generated for Yountville
area hotel rooms.
• The Impact: All 10x of the Yountville Hotels
experienced occupancy from the Liquidity Summit
2026 attendees representing 866x Room Nights.
• The partnership Impact in Napa Valley: Yountville
worked with several hotels in Napa to coordinate a
seamless occupancy experience for the summit
attendee’s, operations team and sponsors
representing 570x Room Nights.
• Total Liquidity Summit Room Nights in Napa
Valley: 1436x Room Nights
Yountville Hotels & Activation Stations
Yountville Hotels & Activation Stations
Transient Occupancy Tax (TOT) Collections
• May 2026 TOT revenues were $1,048,436. This is an increase of $48,612 (4.9%) when compared to May 2025. This is the highest amount of TOT revenue that the Town has ever collected for the May reporting period. • Occupancy Rate May 2026: 70% Avg Room Rate: $893 May 2025: 62% Avg Room Rate: $958
• This May reporting period includes May 31, the first day of the Town-wide activation for the Liquidity Summit hosted by All In.
May
2026:
• June 2026 TOT Revenues were $971,724. This is an increase of $193,526 (24.9%) when compared to June 2025 and is a result of both increased occupancy and increased room rates for this reporting period. This is the highest amount of TOT revenue that the Town has every collected for the June reporting period.
• Occupancy Rate for June 2026: 73% Average Room Rate: $821 June 2025: 64% Average Room Rate: $751
• This reporting period includes June 1-2, the second and third days of the Town-wide activation for the Liquidity Summit hosted by All In.
• Note: Revenues reached 102.7% of the adopted TOT revenue estimate for the fiscal year.
June
2026:
Restaurant and Culinary Impact
The Liquidity Summit also created
significant opportunities for Yountville's
restaurant economy
The Event's visitor profile and destination- wide format generated demand for:
Breakfast and coffee, Lunches,
Hosted Dinners, Private dining,
Receptions, Wine experiences.
A Culinary Activity included a special
“Dine Around” featuring 4x of
Thomas Keller’s Michelin Star
Restaurants in Yountville.
Revenue Impact:
Second Quarter Sales Tax Numbers:
April, May & June 2025: $471,180
April, May & June 2026: $519,925
which represents an increase of
$48,745 (10.3%) when compared to
Quarter 2 2025.
Note: This reporting period includes
the Dine Around Experience at the
Liquidity Summit hosted by All In.
Liquidity Summit 2026 “Dine Around”
Featuring Thomas Keller’s Michelin Star Restaurants
Yountville
Community
Center
Confirmed Liquidity Summit Dates: May 23 – 26, 2027
Confirmed Yountville Hotels to date: 7x
Confirmed Room nights: 1063x
• The strongest indication of the event's success is
that Liquidity is returning to Yountville in 2027.
• Liquidity Summit 2026 demonstrated the
potential for Yountville to capture a new
category of high-value business tourism.
• The 2027 return of Liquidity creates an
opportunity for Yountville to move from event
hosting to strategic economic development
using the summit as a recurring anchor event
that supports hotel occupancy, TOT, restaurant
sales, retail activity, destination branding and
future group-business development.
Business
Community
Activity &
Partnership
• Yountville Chamber of Commerce:
• Entertainment Zone “Sip
Yountville”
• Yountville Retail Opportunity
• Visit Napa Valley
• Yountville Portfolio
• IMEX Conference in Las Vegas
• Napa Airport/Aviation
• Napa Airport/Aviation
• Data Tracking with
FlightAware & Track Pack
software
• Partnership: Sky Service,
Atlantic Aviation &
NetJets
Economic Development Update
Business Report
• Presented by: Beverly Wilmore
• Deputy Director, Marketing & Economic Development
• September 15, 2026
Q & A and Thank you