NVMF Report 2006

Napa Valley Mustard Festival, 2006

AN UNPRECEDENTED SUCCESS

OVERVIEW

The 13th annual Napa Valley Mustard Festival provided more than one ray of sunshine during the stormiest February and March in the history of Napa Valley. The Festival invites guests to enjoy a Season of Sensational Events, which frames the time of year when wild mustard blooms in the vineyards. This year’s events followed immediately upon the heels of national headlines depicting Napa Valley as a major flood zone and provided our destination with positive media exposure during a time when we needed it the most.

It seemed like a miracle when the clouds parted long enough for the sun to shine on Mustard Season events such as Savor St. Helena; Mustard, Mud & Music in Calistoga, and The Marketplace, held at COPIA. As Barry Levenson, Curator of the Mt. Horeb Mustard Museum and Judging Coordinator of the Napa Valley Mustard Festival World Wide Mustard Competition, proclaimed, “This is proof that God does love mustard!”

Overall event attendance increased by 11% in 2006. The World-Wide Mustard Competition garnered more than 350 entries from countries including France, Japan, and Poland, as well as the United States. Auction proceeds increased by 28%. Cash sponsorship increased by 35%; in-kind sponsorship increased by 2% (plus American Express marketing support); and media sponsorship increased 13% percent.

A survey conducted by the Napa Valley Conference and Visitor Bureau at The Marketplace in 2005 revealed that 72% of attendees were between the ages of 30 to 60 and that 38% maintain a household income above $100,000. Results of the 2006 survey are forthcoming.

PRESS COVERAGE

Articles promoting travel to Napa Valley, Festival events, and the beauty of the Mustard Season complimented publications throughout the country for more than three months. Follow-up stories have since appeared in local, regional and national publications.

Press releases were e-mailed to approximately 1,500 food, wine, art, travel and lifestyle journalists, publications, and wire services. Approximately 350 hard copies were mailed with jars of The Festival’s private label mustard. The releases, along with the personal follow-up of Summers-McCann staff, generated approximately 6,000 column inches of print. Circulation of articles of 5 column inches or more was approximately 1,688,503; circulation of articles with less than 5 column inches was approximately 26,572,000; circulation of 135 newspapers nationwide with calendar listings was approximately 370,260,000. The total circulation generated from approximately 800,000,000 to 925,650,000 impressions.

Mustard Festival articles and mentions appeared in such publications as: California Magazine (circulation 20,000); Sunset (circulation 1,471,825); The Robb Report (circulation 704,264) The San Francisco Chronicle Sunday Date Book (circulation 467,216); Via (circulation 2,833,163); and The Wine Enthusiast (circulation 100,644). Newspapers, syndicated columns, regional publications, websites including the front page of CNN.com, and a Food Network television feature rounded out the press received for this year’s events.

Viewers enjoyed seeing George Rothwell, the Festival Founder and his wife Alice, on the Food Network’s Napa Style for the second year. The show aired three times prior to and during the 2006 Season of events. A new PBS feature and two Food Network shows were launched during this year’s season to promote the 14th annual Napa Valley Mustard Festival in 2007. One of the features, Go West with David Garcia, also included a feature on Morehouse Mustard and has now aired twice. Entries in the Napa Valley Mustard Festival Photography Contest promote the true beauty of the season through nationwide publicity, marketing, and advertising. More than 300 photographs entered in this year’s contest hung on the walls of the Mumm Napa gallery through May 5. Winning images will be used to promote the 14th annual Season of Events in 2007.

MEDIA SPONSORSHIP

Media sponsors including ABC 7, Comcast, KGO Newstalk AM810, Via, Sunset, the San Francisco Chronicle and numerous regional publications sponsored advertising at a value of $791,343. In addition, media partners, as well as other sponsors, provided links to The Festival’s website.

WEBSITE

From June 2005 through May. 17, 2006, website hits of 3,521,928 generated 431,702 pageviews and 169,142 sessions. Visitation increased dramatically in January, with 734,014 hits, 63,567 pageviews, and 24,640 sessions. March proved to be the heaviest month of activity with 914,389 hits, 97,640 pageviews, and 33,106 sessions. Approximately 70% of ticket orders and posters sales took place via on-line orders.

HISTORY

Prior to establishment of the Napa Valley Mustard Festival few leisure travelers or corporate groups opted to visit Napa Valley during the months of January, February and March. The Festival was established to promote Napa Valley as a destination during these winter/early spring months, generating tourism and business travel. The Festival’s broad based marketing, promotion and advertising efforts have generated results surpassing expectations. The Festival has in fact created a new visitor season. Late January, through March, once referred to as the “slow season,” is now known as “The Mustard Season.”

The Festival’s framework creates newsworthy festivities during the time of year when a mere 7% of annual visitation took place prior to 1994. A report compiled by the State of California and County of Napa in 1997 revealed that visitation had increased to 27% in 1996.

Visitors come to Napa Valley during the “Mustard Season” for the events, to take advantage of special promotions, and to enjoy the beauty of the season as they see it portrayed in the media and on the internet.

Hospitality industry employees who were once laid off during the “slow-season” are now generally employed year around. Tasting rooms, restaurants, and hotel rooms that were once sparsely occupied, are now bustling much of the time during “The Mustard Season.”

EVENT HIGHLIGHTS

Ralph Brennan of the Brennan Restaurant Group in New Orleans contributed to a successful fundraising effort to “Help Preserve the Spirit of New Orleans ~ The Birthplace of Jazz!” He attended Mustard Magic, held at The Culinary Institute of America on January 28, and presided as Honorary Chair.

The Napa Valley Mustard Festival Board of Directors voted to create a fundraiser for New Orleans in 2006 - a much-loved sister region known for excellence of food and wine ~ as well as music. The American Red Cross and New Orleans Musicians Hurricane Relief Fund were selected to receive proceeds. Auction lots at Mustard Magic and The Awards generated revenues of approximately $36,000.

Much of the credit goes to Clarke and Elizabeth Swanson of Swanson Vineyards who donated a New Orleans Creole dinner dance for 50 in their barn, which was offered for auction at $500 per person during Mustard Magic, The Grand Opening Event. Executive Chef Ross Eirich of Galatoire’s, New Orleans, will come to Napa Valley to prepare and host the Swanson’s dinner dance on September 9.

A new fundraising project is in the works for 2007.

Grand Dîner à l’Auberge du Soleil attracted travelers who purchased seats at $350 per person to enjoy 7 courses by a truly notable line up of chefs and winemakers including The Festival’s Host Chef Robert Curry, Executive Chef, Auberge du Soleil, and the Host Winemaking team of Beaulieu Vineyard. Several guests commented that it was the best meal they’d ever experienced, according to Louise Packard, Napa Valley Mustard Festival President.

Winners of the World-Wide Mustard Competition were honored at The Awards, a black-tie, red carpet gala, held at Lincoln Theater in Yountville on March 17. Judges named Dulcet Cuisine Madras Curry Mustard from Lake Oswego, Oregon The Grand Champion Mustard of the Napa Valley Mustard Festival World-Wide Mustard Competition. Rachal Cyphers, an employee of Summers-McCann Public Relations, Mustard Festival Producer, discovered the small company at the Fancy Food show in San Francisco in January and invited the owner, Pamela Kraemer, to enter the competition. Her last minute entry won the most coveted prize offered for the trade.

An extraordinary Mustard Festival moment occurred at the event when Executive Chef Peter Pahk of Silverado Resort tied for first place in both Critics Choice and People’s Choice Mustard Recipe Competitions. Executive Chef Maynard Oestreich of Rings Steak, Seafood and Chops tied with Chef Pahk for the Critic’s Choice Award, and Executive Chef Vincent Nattress of Meadowood Resort tied with Chef Pahk for the People’s Choice Award.

Revenues are generated each year for Culinary Institute of America and COPIA educational programming, as well as for organizations which provide volunteer support such as Sharpsteen Museum, Vintage High School Drama Department, and Parent-Child Advocacy Network.

Revenues generated for the hospitality industry during the Season of Events translate to increased profits for the entire local economy.

SPONSORSHIP

American Express came on board as Presenting Sponsor for 2006, providing funding and a boost to The Festival’s extensive marketing efforts. Direct mail to Cardmembers, e-mail invitations, and brochures featuring special offers for Cardmembers were beautifully executed. Local businesses partnering with American Express were also featured on the American Express® website.

Cash sponsorship increased approximately 35% in 2006. A similar increase for 2007 will enable The Festival to continue improving marketing, promotion, and advertising, further enhancing Mustard Season business revenues.

In addition to cash sponsorship, in-kind sponsorship enables The Festival to provide services for sponsors and visitors including lodging for sponsors, transportation for sponsors and guests during events, airline transportation for auction lots and celebrity guests, the annual sponsor’s dinner, and much more. In-kind sponsorship for hospitality, transportation, and services totaled $538,700 for 2006.

BUDGET

Revenues and expenditures balanced at approximately $845, 000 for 2006.

Income · Sponsorship accounted for approximately 37% · Event income, 36% · Auction sales, 15% · Art sales, 4.5% · Merchandise, primarily poster sales, 3.5% · Advertising, 1% · Trip to France Drawing, 1% · Events under the Mustard Festival umbrella including Mustard Mud, & Music, Savor St. Helena, and Taste of Yountville, less than 1%

Expenses · Professional fees, services, outside labor, and overhead accounted for approximately 30% · Event expenses, 28% · Marketing, 20% · Donations to non-profits, 15% · Art expenses including payments to artists for sales of art and photography competition entries, art and photography awards, 2% · Merchandise, 1% · Office expenses, 1 % · Auction Expenses, less than 1% · Advertising and sponsorship sales commissions, less than 1 %

THE 14TH ANNUAL NAPA VALLEY MUSTARD FESTIVAL

Festival plans for next year are well underway. Mustard Magic will be held at The Culinary Institute of America on January 27; The Marketplace at COPIA, on March 17 and 18; and The Mumm Napa Photo Finish at Mumm Napa, on March 31. Additional events will be announced over the coming months.

The Season of Events provides a unique opportunity for Napa Valley businesses to promote their products and services through marketing and presentation at events. There are many ways to get involved including participation, advertising, and sponsorship. The Season of Events is supported entirely through business participation and does not utilize tax dollars.

A RESOUNDING THANK YOU AND INVITATION TO PARTICIPATE

The Napa Valley Mustard Festival Board of Directors, Producer, are proud to support the Festival ~ your late winter/early spring promotion. We thank all who have participated over the past 13 years.

We invite you to learn more about the Festival by visiting the website at mustardfestival.org, or by calling The Festival’s producer, Summers-McCann Public Relations, at 707-944-1133.

We look forward your feedback. Please e-mail comments and questions to Louise Packard, President at packardl@sbcgolbal.net or Pat Summers, Producer, at pat@summers-mccann.com.

Download a PDF of this report (1.35 Mb)

See Also:

• Download a PDF of this report (1.35 Mb)
• < Back to Business
• Business Downloads
• About the Festival
• Contact the Festival

ABOUT   TICKETS   MERCHANDISE   CALENDAR   CONTESTS
your invitation / art / press / business / sponsors / contact / home / site map