Who Visits Napa?
Let’s take a moment to explain why we think the Napa CVB data is so helpful in answering this question. In 2005, the CVB started its Destination Strategy Project (www.Destinationstrategy.com), which included a visitor intervention study of more than 1,100 traveling parties representing nearly 4,000 visitors. It was conducted by Purdue University with help from a large group of volunteers from Leadership Napa Valley2. • The study found that Napa’s visitors are more mature in age, more educated and more than half had incomes over $100,000. They were more likely to be managers, executives and professionals. • Wineries were visited by 77.1 percent of Napa’s visitors, who spent $308 on wines purchased at wineries or tasting rooms and another $66.70 per visitor (and $109 per traveling party) on wine tasting fees and other purchases at wineries. Of these visitors, 81.4 percent reported that they were likely to buy these wines in the future. (This latter statistic reinforced the findings of th
