Dear Friends, The excitement of another harvest season reminds us how fortunate we are to live and work here in the world’s premier wine region. In the wake of an extremely challenging year, Napa Valley is once again showing its trademark grit and grace, weathering a global pandemic on top of another devastating fire season. While both have had dramatic effects on Napa Valley’s tourism industry — which typically provides $85 million in annual tax revenue to the county and towns’ general funds — in true Napa Valley form, we have banded together to prove to the world that our tiny valley is big on spirit. And along with that, our team here at Visit Napa Valley has been hard at work behind the scenes developing a new vision to lead the Napa Valley brand into the future. “Cheers, The Good Life” is a campaign that embodies the notion that the best things in life are the experiences we share, savor, and discover. And nowhere is that more apparent than here in Napa Valley, where an abundance of riches surrounds us, and the ultimate luxury is downtime shared with family, friends, and loved ones. For me personally, the “Napa Valley good life” means getting out of the office and into the great outdoors with my family. Our scenic beauty, open space, and plenty of kid-friendly parks and trails mean my children (ages 7 and 9) have endless opportunities to discover their own version of the good life, which currently includes biking on the Napa Valley Vine Trail and playing lots of baseball, softball, and soccer. Because Visit Napa Valley’s marketing and advertising efforts are directed towards visitors from outside Napa County and throughout the U.S., our residents don’t necessarily get a window into the Napa Valley brand as it’s perceived on the world stage. We want to take this opportunity to shine a light on these programs and to celebrate the good life we enjoy here with our members of the community. Cheers to Napa Valley!
Linsey Gallagher President & CEO, Visit Napa Valley
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NAPAVALLEYLIFE.COM
Photo by Lowell Downey
