GENERAL MEMBERSHIP MEETING

January 26, 2016 6:00 PM

Solage Calistoga

Housekeeping

• Cell Phones (please mute them)

• Notes will be taken for follow up • Presentation will be available on

Chamber website

Welcome 10% of membership attendance required per by-laws

THANK YOU! • Solage

• Volunteers:

Shirley Blomquist Bobbie Holinsworth Joan Brady B.J. Hopgood Mary Anne Dimitry Ellie Leake Rita Gatens Ed Napoliello Doug Herrmann Maureen Taylor

Special Thanks to Circle of Investors

Meeting Outline • Board of Directors and staff introductions • 2015 Financial overview • Membership / Advocacy • Destination Marketing operations • Marketing & PR updates • Upcoming Programs

– Downtown Signage Program – Employee Shuttle Program

• Question & Answers

CHAMBER OVERVIEW

Mission Statement We are an association of business people

advocating Calistoga as a premiere Napa Valley destination in advancement of a strong local

economy.

Chamber Objectives

• Provide networking opportunities • Strengthen the local economy • Represent business interest with government • Promote the community

BOARD OF DIRECTORS & STAFF INTRODUCTIONS

•6.3 TERM. Elected Directors shall serve three-year terms, such terms shall commence on July 1st following their election, and end on June 30th thereafter. Directors are eligible to serve two (2) terms unless the Director serves on the Executive Committee, in which case the Director will serve until Executive Duties are completed. One third of Board members shall be up for election each year. The term of persons appointed to fill a vacancy in the voting membership of the Board shall run to the date of expiration of the directorship they were appointed to fill.

Board of Directors & Terms Name Business Name Category Exp.

Michael Lennon (Chair) Calistoga Spa Hot Springs Lodging 2016

Stephen Patel (Vice Chair) Stevenson Manor Inn Lodging 2016

Michael Swanton (Past Chair) Laura Michael Wines Winery 2016

Sharon Carone Calistoga Realty Company Real Estate 2016

Leonard LaBranche (Treas.) G & J Seiberlich & Co Accountant 2016

Carlene Moore Napa County Fairgrounds Adventure 2017

Nancy Putney-Abernathy Blackbird…of Calistoga Retail 2017

Dan Kaiser Left Coast Restaurants Restaurant 2017

Shane Pavitt Phifer Pavitt Winery Winery 2017

Aphrodite Caserta Safari West Attraction 2018

Debbie Greene Mount View Hotel & Spa Lodging 2018

Clive Richardson Calistoga Roastery Café 2018

Empty Seat – vacated by Joel Creager 2018

Board Actions: 2015 • Hired an attorney to protect trademarked Harvest Table

infringement • Downtown signage streamline / eliminate A-frame signs • Allocated staff resources to research and planning of Employee

Shuttle Program ……………all in addition to the “normal” BOD activities.

Chamber Support Staffing

Name Title

Chris Canning Executive Director

Robin Richardson Welcome Center Coordinator

Charlene Peters PR & Marketing Manager

Tenae Stewart Events & Membership Coordinator

Linda Beltz* Welcome Center Ambassador

Ivan Espinoza* Welcome Center Ambassador

*Indicates part-time or seasonal

Team Responsibilities: The “Go-To’s” Tenae Charlene Robin

Weekly & Special eBlast

Visitor Guide

Chamber Directory updates

VisitCalistoga updates

Weekly promotions

Special event Coordination

Room bookings/availability

Public Relations

Mixers

Advertising programs

Media visits & info

Rack cards & VC information

Partner programs (i.e. VNV)

Benefits. . . Chamber • Weekly eBlast • Chamber mixers • Educational seminars/training* • Mailing labels • Certificate of Origin • Business advocacy

Community • Event coordination • High School Scholarships • Concerts in the park

Promotion/Advertising • visitCalistoga.com listing • PR and media visits • Visitor guide listing (20,000) • Visitor center display area • visitCalistoga.com banner ads • Coop advertising opportunities

Resources • Relocation packets • Business start-up information • TID & TOT information postings

*your feedback requested

Chamber Benefits:

More than 500 emails for chamber members – opting in for details about

what’s going on in the area.

Weekly Communication / eBlast inclusion

Your info here

Inclusion in the Member Directory

In 2015 there were 15,674 Directory Queries on the chamber site. Optimize

your listing for better exposure.

Check your listing – is it accurate?

Take Advantage:

Post Your Events & Special Offers to Drive Traffic

2016 Events Calendar Dates Activity

June 16 – August 18 Thursday Concerts in the Park

June 27 Community Awards Luncheon

September 11 Calistoga Harvest Table

December 3 20th Calistoga Lighted Tractor Parade

Dec. 3 - Feb. 5 Winter in the Wineries Passport

2016 Mixer Calendar March 10 Jericho Canyon Vineyards

April 14 The Bergson

May 12 Old Faithful Geyser

June 16 begin Concerts in the Park

July Concerts in the Park

August 18 end Concerts in the Park

October 13 Golden Haven Hot Springs

December (TBD) Calistoga Inn & Brewery

Financial Performance

Complete Financial Transparency Continues

• Monthly monitoring by the Board of Directors and the Finance Committee of all financial results

• Expense monitoring while maintaining improved service

• Activities and Events continue to be evaluated for mission achievement while clarifying financial impact

Please Note: • The following financial information is based on

the 2015 calendar year basis for the purpose of presenting up-to-date information for this meeting.

• Our “official” fiscal year is July 1st to June 30th.

• As always, all financials are available at the Chamber for review by any member at any time.

Improving Statement of Activities - Continue to demonstrate fiscal discipline - Reserves are being enhanced for future investment and challenges

($100,000)$0

$100,000$200,000$300,000$400,000$500,000$600,000$700,000$800,000$900,000

2010 2011 2012 2013 2014 2015

Income Expense Net Income

Balance Sheet Strengthens: -Improved revenue returns on events/programming help build reserve -No Destination Marketing funding is held in reserve

($100,000)

($50,000)

$0

$50,000

$100,000

$150,000

$200,000

$250,000

2010 2011 2012 2013 2014 2015

Assets Liabilities Net A (Def)

Chamber Membership -Member retention rate is 93.4% (high for the industry)

20

30

62

26

20

38

31

36

36

37

327

301

288

302

319

2011

2012

2013

2014

2015

Total Gain Loss

TOT & TID REPORTING

Our trajectory continues to be promising…….

1 2 3 4 5 6 7 8Calendar 2008 2009 2010 2011 2012 2013 2014 2015TOT Revenue $3.44 $3.00 $3.25 $3.63 $3.84 $4.25 $4.90 $5.50

$3.0$3.5$4.0$4.5$5.0$5.5

1 2 3 4 5Calendar 2011 2012 2013 2014 2015TOT Revenue $151,000 $160,000 $177,000 $204,000 $230,000

$120.0$140.0$160.0$180.0$200.0$220.0$240.0

Thou

sand

s TOT Revenue History

TID Revenue History

Calistoga TID Funding is Focused on These Categories:

• Arts & Culture 7% • Capital/Community Improvements 18% • Destination Marketing 37% • Visitor Shuttle Subsidy 23%

• Reservation/Booking System 5% • Misc. Admin Costs (legal, acct., contract services) 5% • Reserve Contribution 5%

Calistoga Shuttle

Calistoga Shuttle Ridership

0

500

1,000

1,500

2,000

2,500

3,000

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

201520142013

DESTINATION MARKETING & OPERATIONS

Welcome Center Operations Executing the Destination Marketing Contract

2015 2014 2013 Visitors 31,337 30,370 27,993 Phone

15,609

15,648

14,983

Website*

181K

209K

187K

* Unique visits

By the numbers:

Visitor Interactions: Domestic Alabama 10 Louisiana 21 Ohio 38 Alaska 9 Maine 12 Oklahoma 16 Arizona 32 Maryland 21 Oregon 68 Arkansas 9 Massachusetts 33 Pennsylvania 52 California 1014 Michigan 37 Rhode Island 6 Colorado 36 Minnesota 37 South Carolina 11 Connecticut 15 Mississippi 3 South Dakota 6 Delaware 2 Missouri 21 Tennessee 13 Florida 75 Montana 6 Texas 77 Georgia 28 Nebraska 4 Utah 8 Hawaii 16 Nevada 29 Vermont 5 Idaho 9 New Hampshire 11 Virginia 37 Illinois 38 New Jersey 36 Washington 80 Indiana 13 New Mexico 9 Washington D.C. 16 Iowa 8 New York 84 West Virginia 3 Kansas 6 North Carolina 20 Wisconsin 27 Kentucky 6 North Dakota 2 Wyoming 3

Visitor Interactions: International Argentina 4 Ireland 15 Saudi Arabia 1 Australia 53 India 3 Scotland 6 Austria 8 Israel 6 Serbia 1 Belgium 10 Italy 15 Singapore 3 Brazil 27 Japan 10 Slovenia 2 British Columbia 22 Korea 4 Solomon Islands 2 Caicos Islands 3 Lithuania 1 Spain 10 Canada 169 Lebanon 1 South Africa 5 Cayman Islands 1 Luxembourg 2 South Korea 4 CZ Republic 1 Malaysia 3 Sweden 34 Chile 5 Mexico 9 Switzerland 45 China 17 Nepal 1 Taiwan 5 Colombia 2 Netherlands 31 Tibet 1 Denmark 17 New Zealand 18 Turkey 1 Dominican Republic 1 Norway 16 Ukraine 1 Finland 4 Panama 2 United Kingdom 145 France 45 Peru 1 Venezuela 1 Germany 66 Philippines 1 Viet Nam 1 Greenland 1 Poland 4 Virgin Islands 1 Guatemala 2 Portugal 1 Tanzania 1 Holland 1 Puerto Rico 2 Hong Kong 3 Romania 1 Hungary 1 Russia 4

2015/2016 Marketing Goals • Strategic Goal: Encourage overnight stays in Calistoga • Tactical plan

– Create awareness with extensive display ads and social media ads targeted to good prospects (likely travelers) in California

– Increase website traffic and engagement for VisitCalistoga.com

– Increase social media engagement for Visit Calistoga

– Increase consumer email subscribers using an incentive-driven opt-in sweepstakes

2015/2016 Marketing Strategies Digital Marketing Strategy Targeted Display Ad Campaigns • Arts in April • Harvest Table • Winter in the Wineries Passport

Continue contract with WineCountry.com/NapaValley.com, TripAdvisor Print Media Strategy Run online banner ads with print media buys

SF Chronicle/SF Gate Touring and Tasting Magazine Bohemian Napa Valley Register WHERE Magazine Alaska Airlines Very Napa Valley Magazine

Run DTC emails with print media buys Touring and Tasting Bohemian

Calistoga Events 2015/16

Harvest Table 2015 (modified) The decision to continue with the Harvest Table event in its modified format was one that involved serious deliberation and consultation with relief agencies. The modified Harvest Dinners focal point became community support.

September 11, 2016

Tickets go on sale in July

See you at the Table!

Marketing & Public Relations Efforts

Continue to Pay Dividends

Calistoga Lighted Tractor Parade

Reserve Your Spot Today for 2017! 2016 Napa Valley Guidebook

Opportunity: Retailer Co-op Ad

Napa Valley Special Section Feb. 28

Deadline for commitment: Feb. 5.

$200 per business, based on at least 10 retail participants

Trunk show?

What’s New?

Johnny’s Opening

(formerly Barolo & JoLe)

130th Birthday Retail shops:

Catch

Goodman’s

Allen’s

Coming soon… a new website

Game Changers: New Resorts…no more talk…all action…..

Calistoga Welcomes New

Resorts Four Seasons (operated) Resort: Fall 2017 Rosewood (operated) Resort: Fall 2018

DOWNTOWN

SIGN PROGRAM

Community Forum January 20, 2016

Program Goals

Remove portable (A-frame) signs from downtown in order to:

Improve safety

Improve aesthetics by reducing sign clutter

Enforce City and State (CalTrans) sign regulations

Summary of October 21 Forum

Solutions considered: Move portable signs to private property

Install directional signs for businesses that are:

Located off of Lincoln Avenue

Located south of Napa River

Install directional signs for downtown public facilities

Summary of October 21 Forum

Support for Code provision that allows portable signs on private property, subject to City approval

private

public

Summary of October 21 Forum

General lack of support for signs identifying certain businesses or uses (at intersections and bridge) Special treatment for some businesses Could be generic and boring if unique business

signs not allowed Difficult to administer

Summary of October 21 Forum

General lack of support for “Healdsburg” approach Too many businesses

Challenge to divide up Lincoln Avenue

Difficult to administer

Expensive

Summary of October 21 Forum

General support for identifying all downtown businesses and public facilities through directory maps

Directory Sign Program Overview

Encompass businesses and public facilities in area generally bounded by Spring/Second, Fair Way, Pine/Gerard, Foothill

Also identify businesses outside boundary within walking distance (e.g., Sam’s, Sushi Mambo)

Directory Sign Program Overview

Similar design to Visit Calistoga maps

Dining, Spa/Beauty/Wellness Shopping Tasting Rooms

Directory Sign Program Overview

Include destinations of interest to visitors: Retail Food & beverage Wine tasting Personal services (e.g., spas, salons, banks) Public services (e.g., restrooms, Pioneer Park,

Visitors Center, museum, library, police station, public parking)

Directory Sign Program Overview

Install double-sided signs in 6 locations

Approximately 2.5' x 3.5' sign area

Include listing of businesses and services with map

Update 2 times per year

Sample design from Kirkwood, CO

Directory Sign Program Overview

Install double-sided signs in 6 locations near: Calistoga Realty Depot Hydro Grill Brannan’s Maldonado Winery Roam Antiques

Possible additions at other locations (e.g., parking lots)

Addressing our Workforce Challenge with a Transportation Solution

What brought us to this point?

• Workforce availability is our #1 business issue in Calistoga. • We have a problem and we must solve it now! • We can not wait for all of the contributing factors to be

rectified….. many may never be solved (i.e. housing).

This is a business discussion, not a socioeconomic, political, or land use debate. We will leave that to others to address

Project Contributors Larry Arnoff • Consultant for 35 years (retired)

– Specialized in business planning, strategic planning, operations, process improvement, quality management, project management

• Calistoga resident • Calistoga Chamber of Commerce member • Napa Valley vintner (label: Jack Brooks)

Brian Moore • CEO of RidePal (ride sharing program & application)

• Technology & logistics expert for transportation

Project: E.S.P. Calistoga (Employee Shuttle Program)

• What is it?

– Closed loop, privatized shuttle service

• Who is it for?

– Calistoga based employees living outside of Calistoga

• Where will it go?

– Santa Rosa (Sonoma County) initially

• When does it start?

– May 2016

• Who pays for it?

– Employers & Employees

Calistoga

42%

Napa/Vallejo 23%

Santa Rosa 20%

Middletown 11%

Other 4%

% Employees

Why does it only go to these cities? This is where our employees live

Data included 959 employees (approx. 75% of hospitality and retail workforce)

Project: E.S.P. Calistoga

• What are the projected costs involved ?

– Maximized service levels: $72 employer/week $72 employee/week – Minimum service levels: 56 riders per day

• What are employer motivations for participating (subsidizing)?

– Employee retention (cost savings for recruitment & training)

– Employee attraction (competitive benefit)

– Access to larger employee pool (large # of qualified workers without driver’s license or access to vehicle)

• What are employee motivations for participating?

– Reduced cost of commuting (avg. $506* per month)

– Access to employment for those without license or vehicle – Safe, comfortable, convenient (App driven scheduling)

*: includes cost of fuel, wear & tear, insurance for full time employee (5 shifts per week)

Wrap Up • Electronic correspondences continue to be most effective

– Please ensure that we have your accurate contact details • Board meetings open to all members

– 3rd Tuesday of every month @ Calistoga Spa Hot Springs

• Financial reports available in Chamber office at any time during business hours (Mon-Fri)

• Open Door policy for feedback and inquiries – Commentary is always welcome along with suggestions

for improvements We can’t correct it if we don’t know it’s an issue

Carolyn D

Thank you and best wishes for your future endeavors!

THANK YOU!

It is only through our combined efforts that the Calistoga business community will continue to thrive!

This presentation is currently available at VisitCalistoga.com under the “Chamber” tab

Have a Great Year!

Winter in the Wineries Passport Contest, 2015 Full Campaign

• 531,689 Impressions • 3800 Clicks • .71 Click-through-rate • $.46 Average cost per click • $3.27 Average CPM • Unique entries: 1135 • Cost per entry (conversion) $1.53 • Cost of media: $1738.50

Thank you to participating businesses: -Calistoga Inn -The Bergson -Twomey Cellars -A Vine Driven -Sterling Vineyards -Amici Cellars -Bosko’s Trattoria -Baths at Roman Spa -Summers Estate -Tamber Bey -Platypus Tour -Chateau Montelena -Laura Michael Winery -Brannan’s Grill -Café Sarafornia

Team Work Pays

#TastesFromTheTop

Good Examples of Team Work

Harvest Table – Social Media Success