Napa is synonymous with wine, but there's much more to the valley than just vineyards. That's what Shauna Rogers, manager of travel planning for Irvine, CA-based JNR Incorporated, has discovered over the years.
Every year for the past nine years, one of JNR's clients -- a luxury automotive company -- has held its annual sales incentive reward trip in Napa Valley. The most recent program, held in October 2014, was for four nights and accommodated 75 incentive winners at the 89-room Solage Calistoga.
Why does this particular group return to Napa year after year? Rogers attributes it to the fact that "they keep having great experiences." She adds, "One of the reasons I love Napa so much is that there is always more to uncover; I discover something new and different all the time, and there's a wide variety of things and activities to do. It's important to not think that Napa is just about wine. Yes, wine is an integral part, but there are so many other things to discover." She lists horseback riding, fly fishing, off-roading, and kayaking as a few options that her groups have enjoyed in the past.
Sandy Wong, conference services manager at the Silverado Resort & Spa, Napa, says that there are many events taking place throughout the year in Napa, and that meeting planners should take advantage of those opportunities as much as possible. "There are the wineries, there's biking, shopping, golf, spa, and even olive-oil tastings." Through the summer, Silverado will be home to famed chef Thomas Keller's newest pop-up restaurant, Ad Lib.
Rogers' automotive incentive group enjoyed a variety of activities during their 2014 trip, including a visit to the Sonoma Raceway where they were able to experience the top-tier automobiles that they produce, firsthand. Another outing took the group to the Tank Garage Winery in Calistoga, which was built to resemble a 1930's gas station. Later, Clos Pegase Winery's intimate wine caves served as the backdrop for the company's awards dinner. "It was almost like being in a movie when you were inside the cave," Rogers notes.
The final night's gala was held at a castle, called Castello di Amoroso, complete with drawbridge, dungeon, lookouts, and a grand courtyard where the dinner was held. "It was like stepping into a storybook. I mean, where else can you take your group to a gas-station winery, a cave, and a castle in the course of three nights?" says Rogers.
In addition to activities beyond wine tasting, Rogers points out that each part of the valley possesses its own character, too. "Every town has a completely different feel. Calistoga, in the northern part of the valley, is famous for its mud baths and for being more lush, green, and verdant," she notes. Last year was the first time that JNR brought its automotive client to Calistoga; traditionally, the group would stay in Carneros. "We decided to shake it up a bit, and give them a new experience. Calistoga is known for its mineral-rich soil and wine. I think the group really appreciated having this new look at the valley, and it was very refreshing."
She adds, "When you go to St. Helena and Yountville, the landscape around you changes and you can feel and taste that change. Yountville is almost like a one-street town, but there are so many wineries within walking distance. And you have Bottega from Chef Michael Chiarello and The French Laundry from Thomas Keller."
When it comes to bringing a meeting to Napa, Rogers advises other planners to work closely with their hotel and CVB partners. "Once you select your hotel, it's important, in my opinion, to build your program around that," Rogers notes.
Joanna Puchalski, meeting planner for New York-based Opal Financial Group, has also organized many meetings in Napa over the years, and says, "It's hard to find hotels in Napa that have a lot of space so I recommend looking early. We have a big group of about 350 for our annual event there." Opal generally hosts its group at the Napa Valley Marriott Hotel & Spa.
Silverado's Wong says that if planners are on a tight budget, they should look into bringing groups during the off-season from November through April. "You can get some lower room rates and you might be able to negotiate a lower F&B minimum."
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This article appears in the February 2015 issue of Successful Meetings.