A Sensational Season of Wine Country Events
A Sensational Season of Wine Country Events |
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About the Napa Valley Mustard FestivalA Sensational Season of Wine Country Events / The Mission of the Napa Valley Mustard Festival / Mustard Season Calendar / Success / Sponsorship / Become a Sponsor / Proceeds / History / Behind the Scenes / See Also
A Sensational Season of Wine Country Events The Mustard Season offers a full palette of food, wine, art, entertainment, and cultural activities staged throughout the world-famous grape growing region from approximately the end of January through the month of March - and you are invited! Please see Your Invitation, and the Calendar of Events. The Mission of the Napa Valley Mustard Festival
The Napa Valley Mustard Festival, a non-profit community service organization, has a dual purpose: It serves local businesses and non-profit organizations, attracting visitors to Napa Valley during the months of January, February, and March, a beautiful time of the year when wild mustard carpets vineyards with brilliant hues of green and gold; and it promotes national and international businesses that sponsor and participate. Throughout the festival, a network of Napa Valley communities, businesses, and non-profit organizations welcome visitors and encourage them to explore the arts, culture, and agriculture of Napa Valley. They join forces with national sponsors and mustard companies from around the world to produce the world's most sensational season of events. Mustard Season Calendar The festival has produced a mustard season calendar promoting the season's events since its inception. Calendars are direct mailed to the local, regional, and national food, wine, art, and travel press, as well as tens of thousands of consumers. Non-profit organizations can inquire about participation by contacting the event coordinator, Summers-McCann, Inc. Public Relations, at 707.944.1133; e-mail info@mustardfestival.org
Success Prior to the festival's inception in 1994 a mere 7% of visitors to Napa Valley came during the months of January, February, and March. The season now attracts 27% of the year's visitors and is second only to the summer. As a result of the mustard season promotion, millions of additional dollars in revenue have been generated during the first quarter of each year since 1994. Numerous sponsors have reported increased sales while non-profit organizations have netted substantial proceeds from their mustard season events. Sponsorship
The Festival welcomed American Express® as Presenting Sponsor and the Official Card of the Napa Valley Mustard Festival in 2006. The 2006 Napa Valley Mustard Festival was presented by American Express; American Airlines; ABC7, KGO-TV; Accent Party Rental; Comcast; KGO Newstalk AM 810; Sunset Magazine; and the San Francisco Chronicle. Many local, regional, and national businesses, as well as food and wine companies, have contributed funding to make the Napa Valley Mustard Festival possible. Click here to see a list of our 2006 sponsors, and watch for updates as our list of 2007 sponsors grows. Become a Sponsor You may become a sponsor through cash and in-kind contributions, and/or your participation in Festival events. Restaurants, caterers, food producers, and wineries who participate in at least two of the Napa Valley Mustard Festival's main events - Mustard Magic, The Photo Finish, The Awards, and/or The Marketplace - will be listed as in-kind supporters in the Napa Valley Mustard Festival program. Participate in all four and you will be promoted as a Bronze ($1,000) or Silver ($2,500) sponsor. Let us know the value of your contribution. Combine your in-kind sponsorship with cash to promote your business at a higher sponsorship level. Visit the business opportunities page for more details on how to participate. Proceeds The Napa Valley Mustard Festival is a 501(c)(4) non-profit community service organization. Proceeds enable The Festival to serve the community of Napa Valley, and to benefit a variety of Napa Valley non-profit arts, cultural, historical, educational, and service organizations. Tickets are not tax-deductible. The 2007 Festival is raising funds for Clinic Olé through the sale of the Festival's original artwork, Vineyard Mustard, by Lowell Herrero, specific auction lots, and events. Clinic Olé's mission is to provide accessible, affordable, quality health care to the under-served in Napa County. It was founded in 1972. The Napa Valley Mustard Festival supports and promotes a number of non-profit events that take place during the Mustard Season. Organizations including Dreamweavers Theatre, Friends of the Fair, Napa Valley Cultural Alliance, Napa Valley Museum, Napa Valley Opera House, Napa Valley Unified Education Foundation, Sharpsteen Museum, Solano College Theatre Dept, and high school music and drama departments have benefited from net proceeds of Napa Valley Mustard Festival-produced events. History
In 1993 the Yountville Chamber of Commerce assigned President-elect George Rothwell to research the feasibility of holding an event when wild mustard is in bloom to promote the off-season in Napa Valley. George founded Yountville's Festival of Lights and knew how a good promotion could enliven a community and bring prosperity to all who live and work there. This new concept - a winter celebration to wake up the region when grapevines are resting and the scenery is spectacular - was an enormous one, and he knew he would need help. There were challenges: no funding and no one willing to take on the task without a significant sum. George met with Summers-McCann Public Relations, a company that pioneered the marketing of food and wine with the arts - creating a new wine country trend nearly a decade before. With united enthusiasm and seed money George provided from his own business, Antique Fair in Yountville, they persuaded forward thinking businesses including Auberge du Soleil, Napa Valley Mustard Company (since purchased by Beaverton Foods) and Inn at Napa Valley (now Embassy Suites) to come on board. The concept grew to become a valley-wide promotion with multiple events and a Photography Contest. Jim O'Shea, who was the Hospitality Director of Mumm Napa, agreed to host the Photography Contest Exhibit, and it has been a smashing success. The first annual Napa Valley Mustard Festival burst into bloom on February 4, 1994, and by 1996 a new visitor season was established. Monumental economic changes inspired by the new Mustard Season were well documented by visitor counts and revenues. Photographs of mustard in bloom have appeared in publications throughout the world. New hotels have been built and the hospitality industry that was traditionally forced to reduce staffing during winter is now able to keep valuable employees working the year around. Observant communities, other states, and at least two other countries have taken notice and used the Napa Valley Mustard Festival as a blueprint to improve their own tourism industries. Affectionately known as the "Godfather" of the Napa Valley Mustard Festival, George received a State of California Resolution and a Congressional Award in 2001 in recognition of outstanding and invaluable service to the community. He and fellow board members invite you to enjoy the 14th Annual Sensational Season of Events through March 31. Behind the Scenes ProducerSummers-McCann Inc. Public Relations
Robert Cherwink - Creative Director AssociatesConnie McCann - Auction & Event Coordinator2007 Board of Directors
Louise Packard, President
Rick Hayes, Vice President
George Rothwell, Secretary
Sandra Carr, Treasurer
Jane Brovelli, Director
Beth Carmichael, Director
Terry Hall, Director
Kathy McClure, Director Sheila Neave, Director
Peter Pahk, Director
Michael Savage, Director
Gaspar Sayoc, Director
Rebecca Walder Advisory Board
Kara Adamson
Steve Andrews
Margrit Biever Mondavi
Erica Ercolano
Scott Gillespie
Sally James
Ruben Katz
Otto Komes
Dave Latter
Jim O'Shea
Dennis Pedisich
Barbara W. Ryan
Dynie Sanderson
Sharon Schaubach
Don Surplus
Clarke and Elizabeth Swanson
Reynaldo Zertuche Consultants & Contractors
Charlie Barboni Publicity & Design ~ Event & Floral Designer
Hosting facilities and volunteers from participating non-profit organizations are also indispensable members of the team. The Napa Valley Mustard Festival extends a special thank you to Embassy Suites® Napa Valley and General Manager Reynaldo Zertuche, and Silverado Resort and General Manager Kirk Candland for unsurpassed hospitality, and for hosting meetings and events throughout the year.
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