Napa County State of the Arts Napa Valley Performing Arts Center at Lincoln Theater
Welcome! Carlene Moore | Chair of the Board, Arts Council Napa Valley
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2014-2015 BOARD OF DIRECTORS
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STAFF
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Arts Council Napa Valley provides leadership that unites, supports, and enhances our exceptional arts
and culture community. VISION | Throughout Napa County the arts are celebrated, fostering a cultural center that inspires the world. VALUES | Innovation. Inclusivity. Collaboration. Integrity. Strategy. Fun.
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MAJOR FUNDERS
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Napa County State of the Arts February 17, 2015
Setting the Scene | Olivia Everett, ACNV
Opportunities for our Future Generations (K-12 Public Education) | Robin Hampton
The Visitor Audience | Kelly Konis, Visit Napa Valley
Promoting a Remarkable Cultural Community | Danielle Smith, Napa Valley Arts in April
Breakout Sessions
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Setting the Scene Industry Trends and Highlights
The Napa County Environment & Arts Ecosystem
Olivia Everett | CEO, Arts Council Napa Valley NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5
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NAPA COUNTY CULTURAL PLAN (2008) Core Values
1. We believe that self-expression is everyone's birthright.
2. We believe the arts can serve as a common language.
3. We believe the arts are critical to a healthy economy.
4. We believe the arts allow us access to our past, to ourselves, and to each other.
5. We believe the arts give us a sense of place, and a home.
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Defining Cultural Process
3 Modes: How culture and knowledge are experienced and learned
Elite or Academic Culture | the culture and knowledge taught officially through formal curricula and instructions such as schools, colleges, museums, and conservatories, as opposed to folk culture or popular culture.
Folk Culture | culture and knowledge passed on over time informally by word of mouth, imitation, and observance in the context of daily life. Also known as traditional culture and folklife.
Popular Culture | culture and knowledge passed on through mass media such as the Internet, newspapers, radio, television, etc.
Source: Grantmakers in the Arts (http://www.giarts.org/article/glossary-arts-and-education-terms)
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Defining Arts Ecosystem
1. Who’s making and presenting art (Arts/Creative Community)
2. Who’s participating with arts (Audience)
3. Where are arts happening (Venues or Spaces), and
4. What resources are fueling our arts and culture scene (Creative Economy).
Source: Urban Institute’s Arts and Culture Indicators Project (http://www.urban.org/projects/cultural-vitality-indicators/definition.cfm)
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Defining Cultural Vitality "a community's evidence of creating, disseminating, validating, and supporting arts and culture as a dimension of everyday life.”
Source: Urban Institute’s Arts and Culture Indicators Project (http://www.urban.org/projects/cultural-vitality-indicators/definition.cfm)
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State of the Arts | A National Perspective NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5
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• How is the internet affecting audience engagement?
• How does a community balance high and low culture?
• How can communities utilize Creative Placemaking ideas?
• How can movement toward National Education Standards foster arts education?
• Can we develop sustainable business models for arts non-profits?
• How is elite art interfacing with modern arts audiences?
• What role do the arts play in social justice and community issues?
KEY INDUSTRY ISSUES
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AUDIENCE DATA
"The New Engines of Growth”
The National Governors Association Center for Best Practices’ "The New
Engines of Growth” (2012) focuses the arts, culture and design potential
role in governors’ policies to create jobs and boost their economies in the
short run and transition to an innovation-based economy in the long run.
Text from the President’s Committee on Arts & Humanities
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Arts Matter to the Economy
In particular, arts, culture and design can assist states with economic growth because they can serve the following roles:
• Provide a fast-growth, dynamic industry cluster;
• Help mature industries become more competitive;
• Provide the critical ingredients for innovative places;
• Catalyze community revitalization;
• and Deliver a better-prepared workforce.
Text from the President’s Committee on Arts & Humanities
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2014 OTIS Report California Creative Economy
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State of the Arts | The Napa County Environment
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Pre-Cultural & Post Plan State of the Arts NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5
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THE ARTS ECOSYSTEM HIGHLIGHTS
1980-1990s: Rise of Napa Valley Wine Region and New Wealth
1997-1999: Oxbow School, di Rosa & Napa Valley Museum open
2000-2006: • Opera House, Lincoln Theatre, & Copia open • Closure of 12 arts organizations in 2 years (est. 12%) • Venue capacity greater than local audience (est. 79% local) • Rising rents and decline of affordable work/exhibit spaces
2007-2009: Cultural Plan Created & Adopted | Great Recession Hits | Copia Closes
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“The same people are constantly
tapped for giving and the reach is very
limited. As far as not only donor base but
interest and attendance at some events.” - Barbara Neiman, Yountville
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“There has got to be some way
that groups could work
together with people planning
their events. I want to see the
groups get together a year in
advance, and just share the
information with each other.”
- Sharon Marks, Calistoga
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“25 years ago I had a
theater company here…
The problem is
marketing and
population base. It’s
never been solved.” - Lisa Myrick, St. Helena
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CULTURAL CHANGES Breakdown old tactics and “me-centric” habits … Prepare the local environment and culture … Engage fresh ideas and programs … Build a new inter-industry and countywide framework … Focus on relevant audience and community needs …
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Population = 140,000 (2014 est.)
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Napa County is a rural community in the Northern California Bay Area. Napa County is rich in culture with conservative estimates of over 600 artists, 70 wineries with art
collections, 30 galleries, 8 venues, and more than 15 annual festivals.
Source: CA Dept. of Finance
NAPA COUNTY OVERVIEW
Population = 140,000 (2014 est.) Napa 76,997 (57%) American Canyon 16,031 (13%) St. Helena 5,993 (4%) Calistoga 5,302 (4%) Yountville 3,290 (2%) Unincorporated 28,356 (20%)
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Source: CA Dept. of Finance Source: US Census Bureau Quick Facts http://quickfacts.census.gov/
NAPA COUNTY ECOSYSTEM
Age Groups 0 to 19 years = 25.8% 20 to 29 years = 12.3% 30 to 39 years = 12.2% 40 to 49 years = 14.1% 50 to 59 years = 14.2% 60 to 69 years = 10.7% 70 and over = 10.7%
23% of population is foreign-born. 2/3 of immigrant population are from Latin America (63% of this number from Mexico). Latinos are leading the county’s population growth. The number of Latino residents nearly tripled between 1990 and 2012 to 32%. 46% of students in Napa County public schools are Latino. Close to 50% of all students are current or former English Language Learners.
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Source: Profile of Immigrants in Napa County
NAPA COUNTY DEMOGRPAHICS
“Many individuals and families are living in poverty in Napa County; over one
quarter of all residents and one third of families with children under 18 live
below 200% of the federal poverty level.”
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Source: Live Healthy Napa County 2013 Report Highlights
NAPA COUNTY DEMOGRPAHICS
NAPA COUNTY ECONOMY
Source: 2012 Economic Impact of Napa County's Wine and Grapes | Visit Napa Valley’s 2012 Economic Impact Report
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“82% of Napa County businesses are directly or indirectly related to wine, tourism, or hospitality.” economist Robert Eyler, Ph.D. (Sonoma State University) Main Industry = Agriculture (Viticulture) | est. 60% of workforce
• Annual economic impact of $13.3 billion • Jobs supported:46,000 FTE
Secondary Industry = Hospitality & Tourism | est. 14% of workforce
• Visitors generated $1.4 billion in direct county spending • Jobs supported: 10,498 FTE
What is Arts Council Napa Valley?
1981: Incorporated as 501(c)3 membership organization
1963: Founded as grassroots volunteer organization
A non-profit organization serving as the County of Napa’s official local arts agency
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ACNV Strategic Plan (2014-2017) The basic competency of Arts Council Napa Valley (ACNV) is to serve as Napa County’s
central agency for advocating for the arts as relevant and beneficial to the greater community. ACNV shall identify collaborators and partners as the primary method of
implementation. Goal 1, Cultural Marketing Goal 2, Industry & Member Services Goal 3, Advocacy Initiatives Goal 4, Organizational Sustainability
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ACNV Strategic Plan (2014-2017)
Goal 4, Organizational Sustainability: Build an operating and revenue model that delivers priority services while ensuring ACNV’s long-term sustainability. ① Map out organizational structure, core personnel, needed to accomplish goals ② Expand board to its maximum capacity, anticipating future needs ③ Develop formal strategic partnerships to collaborate on goals, share resources,
and expand reach ④ Develop three-year budget detailing expense projection ⑤ Build a revenue model to meet operations and produce a modest reserve ⑥ Develop succession plan for Chief Executive Officer
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ACNV Strategic Plan (2014-2017) | FY 2014-2015 Budget
General & Administrative Allocations Formula Based on Fiscal Management Associates, LLC (FMA) Worksheet
Total Expenses: $282,492 Total Revenue: $ 273,930
$23k in FY budget pass through funds for Projects | $28k Project Revenue received in Prior Year will be applied against Expenses
ACNV Strategic Plan (2014-2017) Goal 1, Cultural Marketing: Develop arts audiences for local events, attractions and venues
① Identify & implement distinct strategies & key tactics for local audience
engagement
② Identify and engage strategic partners for both visitor and local markets
③ Develop methods and indicators for benchmarking audience development
④ Leverage cultural marketing to build relationships outside Napa County
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ACNV Strategic Plan (2014-2017) | Cultural Marketing
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ACNV Strategic Plan (2014-2017) Goals 2, Industry & Member Services: Provide valuable services for the arts community and create unique benefits in ACNV membership for Napa County arts professionals ① Connect strong arts network to the business community ② Develop a strong, informed, countywide, and disciplinarily diverse local arts network ③ Understand and report on the environment for the creative community (financial,
cultural, political, etc.) ④ Develop plan and model for re-granting program/fund for the arts
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ACNV Strategic Plan (2014-2017)
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• State of the Arts • Mixers • The Insider • Arts in April Tip Materials • Workshops & Professional Development
• Advocacy 101 • Applying to Artist Calls • Cultural Outreach & Audience Development
• Town Halls
ACNV Strategic Plan (2014-2017)
Goal 3, Advocacy Initiatives: Research and prioritize opportunities for new and ongoing countywide initiatives to enhance access, equity and inclusion in and through the arts ① Serve as researcher and convener for initiatives in arts education ② Serve as convener, advocate and information source for initiatives in public art ③ Bring forward and convene stakeholders around relevant community issues such as
Spanish-language access, cultural literacy, affordability, and arts integration with existing social services
④ Address issues impacting the arts such as government funding, zoning and permits
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Policy Update
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• American Canyon: Pending (anticipated 2014)
• Napa: Established 1% for the Arts in 2010
• Yountville: Established Town Arts Commission in 2011, no %
for the arts ordinance
• St. Helena: Included Arts & Culture as section in 2013
General Plan, no % for the arts ordinance
• Calistoga: no @% for the arts ordinance
Policy Update
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A Tip from Arts for LA
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Nominate an Arts Hero!
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Nominations due March 20, 2015 Award Presentation: Arts in April Kick-Off at Napa Valley Collects Exhibition (Napa Valley Museum) April 2, 2015 Nominate Starting February 19, 2015 at ArtsCouncilNapaValley.org
Opportunity for Future Generations Arts Education in K-12 Public Schools
Robin Hampton | Coordinator, Napa County Alliance for Arts Education
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NAPA COUNTY ALLIANCE FOR ARTS EDUCATION
The Napa County Alliance for Arts Education exists to strengthen community support for the arts as essential to a
comprehensive education for every child in Napa County with the goal of developing a Countywide plan to advocate, network,
and support arts education in Napa County schools.
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THANK YOU TO OUR SPONSORS!
N A PA C O U N T Y A L L I A N C E F O R A R T S E D U C AT I O N ARTS COUNCIL NAPA VALLEY, SATO FOUNDATION, NAPA VALLEY COMMUNITY FOUNDATION
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N A PA C O U N T Y A L L I A N C E F O R A R T S E D U C AT I O N ARTS COUNCIL NAPA VALLEY, CALIFORNIA ALLIANCE FOR ARTS EDUCATION, NAPA COUNTY OFFICE OF EDUCATION, & NAPA VALLEY EDUCATION FOUNDATION
Defining Arts Education: Students engaging with an arts discipline as a body of knowledge and skills sequentially acquired and applied. ‘UC Approved visual and performing arts courses must be directed at acquiring concepts, comprehensions and skills in the arts disciplines, rather than utilizing artistic activities to fulfill course objectives.’ University of California Requirement NCAAE Client: Students in Napa County Public Schools
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NCAAE established in December 2013 Leadership Team met for the 1st time in January 2014 Leadership Team directs subcommittees to conduct a 360°Assessment of arts education, beginning with Napa Valley Unified School District The Leadership Team oversees and approves action for the following groups:
! Steering Committee ! Sector Subcommittees ! Task Teams
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The Assessment | Phase 1
1. Community Stakeholders – identify key non-arts affiliated leaders, businesses, and neighborhood groups and the perception of arts education in schools
2. Arts Providers - overview of missions, current scope of work, and roles in support and understanding of school curriculum
3. Funders of Arts & Education – research the mission and goals of local arts funders; identify successes as well as challenges
4. Napa County School Districts – survey the arts education culture, offerings and curriculum within each of the five school districts as well as individual schools
Phase 1 preliminary data provided catalyst and frame for further research
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Identify strengths and gaps with Arts Education offerings in schools as well as in arts organizations:
! Sector Subcommittees - tasked with investigation of identified pertinent data through surveys, interviews, and research
! Task Teams – tasked to dig deeper and collect data that has not collectively done in the past
Findings | Commonalities with the sectors:
! Communication intermittent, inconsistent, and roles and expectations not clear ! VAPA standards in schools, driving programs in the schools, are not understood ! Collaboration desired
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Significant outcomes thus far: ! Specific logistical details of current systems ! Hard data pointing to the strengths and gaps ! Anecdotal conversations now possible, big picture ! Understanding of Schools and the administration of Standards ! Understanding of the Art Organizations and their capacity ! Strategy by identifying what is best for students, using standardized & proven methods ! Resources identified for collaborative means of support ! Effective communication for the edification of current systems – new dialogs
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Now reviewing data to establish foundation for a Countywide Arts Education Plan with strategies, means (tactics), and indicators addressing:
! Ongoing collaboration and planning between sectors ! Continuous communication, focused on supporting public school students ! Connection with and in support of school district priorities ! Establishing key leadership ! Identifying and planning for each sectors’ unique role and responsibilities ! Adequate funding sources and prioritize budget ! Enhanced public relations/marketing for programmatic goals ! Ongoing professional development
N A PA C O U N T Y A L L I A N C E F O R A R T S E D U C AT I O N ARTS COUNCIL NAPA VALLEY, SATO FOUNDATION, NAPA VALLEY COMMUNITY FOUNDATION
CALIFORNIA ALLIANCE FOR ARTS EDUCATION, NAPA COUNTY OFFICE OF EDUCATION, & NAPA VALLEY EDUCATION FOUNDATION
# N V S OTA 1 5 @ ARTSCOUNCILNV
& @ ARTSCOUNCILNAPAVALLEY
COME TOGETHER (RIGHT NOW):
• Roll out to the community
• Speak, live advocacy of Arts Education
• Support the ACNV’s efforts
• Sign-up to be a part of the meeting in Spring of 2015
N A PA C O U N T Y A L L I A N C E F O R A R T S E D U C AT I O N ARTS COUNCIL NAPA VALLEY, SATO FOUNDATION, NAPA VALLEY COMMUNITY FOUNDATION
CALIFORNIA ALLIANCE FOR ARTS EDUCATION, NAPA COUNTY OFFICE OF EDUCATION, & NAPA VALLEY EDUCATION FOUNDATION
# N V S OTA 1 5 @ ARTSCOUNCILNV
& @ ARTSCOUNCILNAPAVALLEY
The Visitor Audience Visit Napa Valley’s Arts & Cultural Tourism Strategy
Kelly Konis| VP of Marketing & Communications, Visit Napa Valley
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ARTSCOUNCILNAPAVALLEY.ORG
The Visitor Audience VNV Arts Marketing Strategy
Kelly Konis, VP Marketing & Communications
CULTURE & TOURISM MATTER
"Understanding and acknowledging the incredible economic
impact of the nonprofit arts and culture, we must always
remember their fundamental value.
They foster beauty, creativity, originality, and vitality. The arts
inspire us, sooth us, provoke us, involve us, and connect us.
But they also create jobs and contribute to the economy."
—Robert L. Lynch President and CEO Americans for the Arts
CULTURE + TOURISM • Culture & tourism have a mutually beneficial relationship which can
strengthen the attractiveness, distinctiveness, competitiveness, & economy of a region
• Culture & creativity are increasingly being leveraged to differentiate & promote a destination and its image
• Tourism provides a means of enhancing culture & creating income to support & strengthen cultural heritage, cultural production & creativity
• Cultural tourism is one of the largest & fastest growing tourism markets
IMPACT IN NAPA COUNTY • Non-profit arts & culture generates $32.6 million in the local
economy – $17.4 million by nonprofit arts and culture organizations – $13.4 million in event-related spending by their audiences – $1.8 million by individual artists $32.6 million
• Supports 966 full-time equivalent jobs • Generates $17.3 million in household income to local residents • Delivers $3.6 million in local & state government revenue
*Source: Arts & Economic Prosperity III (2009), Americans for the Arts
REWARDS OF INVESTMENT • Communities that invest in the arts reap the additional benefit of
jobs, economic growth, and a quality of life that positions those communities to compete in our 21st century creative economy*
• Added bonus: A whole lotta fun!
*Source: Arts & Economic Prosperity III (2009), Americans for the Arts
TOURISM MATTERS: 2012 VISITORS: • Total visitors to Napa Valley: 2.94M • Total NV visitor days: 4.9M (vs. 4.7M 2005) • Visitors staying in NV hotels/motels: 857K • Visitors staying in private homes (inside Napa
Valley): 125K • Day trip visitors to NV: 1.96M • Average daily visitors in NV: 13,409
VISITOR SPENDING • Total visitor spending in NV: $1.39 billion
(vs. <$1 billion in 2005) • Avg daily Visitor spending in NV: $3.82M
(vs. $2.5M in 2005) • Annual visitor spending per Napa County
resident: $10,027
JOBS SUPPORTED • Jobs supported by NV visitor industry: 10,498 • Napa Valley visitor industry payroll: $300M+
TAXES GENERATED • Taxes generated by the visitor industry for government
entities in the county: $51.7M • Tax revenues generated per Napa County household:
$1,041
Sources: 2005 study by Purdue University, 2012 study by Destination Analysts, STR Data
WHO VISITS AND WHY
THE NAPA VALLEY BRAND • Luxury is about authentic experiences, not glitz and gloss
• Focus on quality, craftsmanship and service, not price
• Luxury traveler wants to relax & recharge and create memories
• Magazines are leading way they discover luxury brands
• Online interactions build the consumer relationships
VISITOR PROFILE: 2012 AGE: • 20-34: 26.8% • 35-44: 19.0% • 45-54: 18.9% • 55-64: 20.3% • 65+: 9.1% • NA: 5.2% • 35+: 67.3%
ANNUAL HH INCOME: • <$50K: 9.7% • $50-$100K: 21.8% • $100K-$150K: 17.1% • $150K-$200K: 13.9% • $200-$500K: 14.6% • $500K+: 3.7% • NA: 19.1%
EDUCATION: • Some college:
15.9% • Bachelor’s: 39.4% • Grad school: 33.3% • NA: 7.2%
35+: 67% $100K+: 49% Some college+: 55%
`
Visiting art galleries/art walks is a popular activity in the Napa Valley, as are the Performing Arts
Activities & Attractions in Napa County, all visitors 2012
ACTIVITIES & ATTRACTIONS
MOST LIKED ASPECTS
Most Liked Aspects of Napa County, All Visitors, 2012
Art is one of the most-liked aspects of the Napa Valley
This valley is ART
ENHANCING THE EXPERIENCE
Enhancing the Napa Valley Experience, All Visitors, 2012
More arts & culture could only enhance the experience in the Napa Valley
NAPA VALLEY ARTS IN APRIL
ARTS IN APRIL: 2014 • Participation Summary:
– 42 wineries – 14 city events – A new art and artist lecture series at
9 locations entitled Napa Valley Collection: Art Conversations
– A kick-off event was hosted at The Napa Valley Museum featuring a preview of a two-month long exhibit that celebrated the private collectors called Napa Valley Collects.
• PR Impressions: +21 million • Paid Media Impressions: +6
million • Digital Impressions: +11 million • Website Stats:
– Total Napa Valley Arts in April-related page views on VisitNapaValley.com January through April were 16,053 with 13,457 unique views
– The total unique visitors to VisitNapaValley.com from March 1 – April 30, 2014 increased 68% from last year
ARTS IN APRIL: 2015 Media Outreach: • Comcast Xfinity running March 15 – April 15
– On channels such as USA, HGTV, Bravo, Food Network, Esquire, CNN, TLC, and more.
• SF Chronicle Special Section • SFGate.com • Broader digital • Local publications
Promoting a Remarkable Cultural
Community The Case for Arts Everywhere with Napa Valley Arts in April
Danielle Smith| Producer, Napa Valley Arts in April
NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5 # N V S OTA 1 5
@ A R T S C O U N C I L N V & @ A R T S C O U N C I L N A P AV A L L E Y
ARTSCOUNCILNAPAVALLEY.ORG
“If you go back to the Greeks and Romans, they talk about all three - wine, food, and art - as a way of enhancing life.” -ROBERT MONDAVI
ELIZABETH BUSH & MARK MATTIOLI
Cuba Glimpses Backroom Wines April 4th 2-6pm
ENGAGE Curatorial Committee
Director: Penelope Moore - Painter David Williamson- Multimedia artist Richard VonSaal - Designer/Artist Paul Slack - Musician
ENGAGE Artist in Residence Mikey Kelly
HEIDI BARRETT and the Wine Train Partner to Create Creative Change Auction Lot
Help us spread the word! Tell 5 arts enthusiasts you know EVERYTHING you learned here tonight.
Danielle Smith 415-860-0767 [email protected]
Breakout Sessions Return at 6:55pm Olivia Everett | CEO, Arts Council Napa Valley
Robin Hampton | Coordinator, Napa County Alliance for Arts Education
Kelly Konis| VP of Marketing & Communications, Visit Napa Valley
Danielle Smith| Producer, Napa Valley Arts in April
NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5 # N V S OTA 1 5
@ A R T S C O U N C I L N V & @ A R T S C O U N C I L N A P AV A L L E Y
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Closing Please join us for a networking reception directly after. Olivia Everett | CEO, Arts Council Napa Valley
NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5 # N V S OTA 1 5
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Thank You!! Special Thanks
The Lincoln Theater
Marisa Everett Napa Valley TV
All our Volunteers
NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5 # N V S OTA 1 5
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Reminders
Arts Hero Award Deadline: March 20, 2015
Presentations and materials will be delivered via email post-meeting.
Meeting video will be available on ACNV’s YouTube page.
Tell Us How We Did and what we should do next time!
Visit Us at ArtsCouncilNapaValley.org
NAPA COUNTY S TAT E O F T H E A RT S 2 0 1 5 # N V S OTA 1 5
@ A R T S C O U N C I L N V & @ A R T S C O U N C I L N A P AV A L L E Y
ARTSCOUNCILNAPAVALLEY.ORG