DoNapa Rebrand

The City of Napa is embarking on an exciting new chapter in how it presents itself to the world. Following a competitive Request for Proposal process, the Napa Tourism Improvement District (TID) local governing committee has selected two new agency partners to lead destination marketing and storytelling efforts.

The City is thrilled to announce the selection of The Abbi Agency as its new Agency of Record, overseeing strategy, branding, creative, web, digital marketing and social media. Working alongside them will be Campstories, an agency specializing in public relations. Together, these teams bring fresh eyes to the DoNapa brand, tasked with creating a reimagined website and a more holistic narrative that captures the full breadth of the Napa experience.

This rebranding effort includes a strategic shift to go beyond the historical focus on downtown or the wine industry alone. While wine, lodging and hospitality remain foundational pillars of Napa's economy, the new creative brand feel will emphasize the wider breadth of activities and services that both visitors and locals cherish. The refreshed messaging will spotlight the City's culinary scene, arts and culture, wellness and outdoor recreation, events and pet-friendly atmosphere, showcasing Napa as a dynamic destination for all.

This work is being shepherded by the City of Napa Economic Development Division, which manages the DoNapa website and the TID. Community members and business owners can expect to see the first waves of this creative refresh as soon as the spring.

These marketing efforts are a critical driver of the local economy. Tourism revenue directly supports the essential services that residents rely on every day. The General Fund pays for the City's core services including police and fire protection, street maintenance, parks and recreation and community programs. Transient Occupancy Tax (TOT) is projected to contribute $29.7 million to the General Fund in FY26, representing nearly 18.2% of the City's total revenue. Furthermore, visitor spending significantly bolsters sales tax revenue, which is projected to generate $46.1 million.

By investing in expert storytelling through The Abbi Agency and Campstories, the City is ensuring that Napa continues to attract business investment and visitation. This approach not only supports local businesses but also secures the financial resources needed to maintain parks, streets and public safety for the entire community.