Napa Tourism Improvement District (TID) Destination Marketing Services

The City of Napa (“City”) requests proposals (“Proposals”) from qualified individuals or firms (individually, a “Respondent” and collectively, “Respondents”) for Napa Tourism Improvement District (TID) Destination Marketing Services (“Project”) by or before Thursday, May 14, 2026 , at 5:00 pm , via electronic submission through the procurement portal at https://procurement.opengov.com/portal/cityofnapa , in the manner set forth in the Request for Proposal Procedures.

The objective is to promote the City of Napa as a premier travel destination within the Napa Valley, encouraging visitation through strategic use of owned, earned, and paid media channels. Through this competitive Request for Proposals (RFP), the City seeks to identify creative partners who can bring fresh perspectives, innovative strategies, and measurable results to its destination marketing efforts. The initial contract period will run from July 1, 2026 through June 30, 2027, with the opportunity for renewal based on performance and alignment with long-term marketing objectives.

The City of Napa is currently working with a Public Relations firm, thus that key marketing component is already being covered and is not included in the scope of work. The City is open to working with 1) multiple agencies working collaboratively as a project team; 2) individual agencies or contractors specializing in specific components of the scope of work; or 3) a single agency capable of delivering all services outlined in the RFP. Applicants located outside of Napa area should include a plan for maintaining a consistent local presence to support day-to-day coordination and engagement, as well as the potential to attend monthly/quarterly meetings.

The City is a charter city located in Napa County, with an estimated population of 80,000. Additional information about the City is available online at www.cityofnapa.org .

Destination marketing efforts are funded through the Napa Valley Tourism Improvement District (NVTID), which was established in 2010 and renewed in 2025 for another ten-year term. The NVTID is supported by a 2% tax on overnight stays at all lodging establishments throughout Napa County.

A portion of the funds generated through the NVTID is allocated to Visit Napa Valley (VNV), the official destination marketing organization for Napa County. VNV leads regional marketing and promotional efforts that benefit the entire valley, including the City of Napa, and serves as a key partner in amplifying the area’s tourism brand across domestic and international markets.

The City of Napa receives a dedicated share of NVTID funds generated by lodging properties within the City, which are directed to the City of Napa Tourism Improvement District (Napa TID). The Napa TID focuses on local marketing efforts specific to the City of Napa. The Napa TID’s marketing initiatives are carried out under the DoNapa brand, which serves as the City’s tourism identity and primary promotional platform. In addition to the destination marketing, the Napa TID provides grants for events, organizations, and projects that enrich the visitor experience—contributing to longer hotel stays and repeat visitation.

The Napa TID’s overall budget for the past several years has been just over $1 million annually. The largest expenditure within this budget is dedicated to marketing, which has ranged from $600,000-$850,000 total per fiscal year. Marketing allocations may vary annually based on projected and actual revenues.

Oversight & Governance

The Napa TID is overseen by the Local Governing Committee (LGC), which operates under the authority of the City of Napa. This Committee consists of seven members:

• five representatives from the local lodging industry
• one representative from the City of Napa
• one at-large member representing a destination marketing or visitor-serving entity.

There is also a contracted Marketing Manager that supports the implementation of marketing activities. This individual is responsible for understanding the strategic goals of the LGC and managing the day-to-day execution of marketing efforts by the selected agency or contractors.

The City’s Economic Development Division is responsible for administering and coordinating the work of the Napa TID and its Local Governing Committee. The LGC meets on a monthly basis to review progress, approve initiatives, and ensure alignment with broader tourism and economic development goals.

Reference Materials

To assist applicants in understanding the broader context and governance of Napa’s tourism marketing initiatives, the following resources are available:

• Napa Valley Tourism Management Plan
  A comprehensive management document outlining governance structure, marketing services, and historical context of the NVTID.
• Visit Napa Valley
  The official destination marketing organization for Napa County: Visit Napa Valley Website
• City of Napa TID – Local Governing Committee
  Information on the committee’s responsibilities, meeting materials, and background: City of Napa TID Webpage
• DoNapa Website
  The official website funded by the Napa TID, featuring event listings, travel guides, and promotional content: DoNapa.com