building a successful public-private partnership · building a successful public-private...

Building a Successful Public-Private Partnership

Napa Valley Vine Trail Coalition California Trails Conference

April 2017

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The Panel

Philip Sales RLI, Executive Director, Napa Valley Vine Trail CoalitionBecky Peterson, Member and Community Relations Director, Napa Valley VintnersCatherine Heywood, Director of Operations, Visit Napa ValleyKate Miller, Executive Director, Napa Valley Transportation Authority

Session Goals

Ideas for developing a winning Case StatementBuilding a sustainable community-based CoalitionInvesting in the groundwork to position projects for federal and state funding

– Case Study Oak KnollSection of the Vine Trail

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Session Organization

Introduction Vine Trail Coalition

– Our Mission– Background– Building the Coalition– Shared Goals

Vine Trail Partner - Napa Valley VintnersVine Trail Partner - Visit Napa ValleyVine Trail Partner - Napa Valley Transportation Authority

– Case Study – Oak KnollResultsFinal Word

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NVVTC’s Mission

“The Napa Valley Vine Trail Coalition is a grass-roots nonprofit with a vision to build a walking/biking trail system to connect the entire Napa Valley--physically, artistically, and culturally. We are working to design, fund, construct, and maintain 47 safe and scenic miles of level, paved, family-friendly, pet-friendly, free-access Class I trail, stretching from Vallejo's Ferry to Calistoga.”

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NVVTC Background

Founded in October 2008 to support the implementation of the Napa Valley Greenway StudyBi-County project Napa and Solano Counties to construct a 47- mile walking and biking path between the Vallejo Ferry Terminal and CalistogaFounding Organizations: Napa Valley Vintners, Napa Land Trust, Napa Valley GrapegrowersPremier Partners Napa Valley Vintners and Visit Napa ValleyGoal: to raise $20M in private funding to leverage $30M in public fundsBoard has 30 organizations represented : Land ownership organizations, Agriculture, Tourism, Environmental, Educational, Health, Public Safety and Public AgenciesBoard has eight sub-committees Engineering/Route, Marketing, ACE, Programs, Capital Campaign, Investment, Audit and Executive Governance5

Building a Coalition: Creating the “Big Tent”

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Trail partners from non traditional groups:Land owner organizations: Agriculture (Farm Bureau, NV Vintners, NV Grapegrowers)Transportation: Working with multiple public agency partners, primarily with Napa Valley Transportation AuthorityTourism: Visit Napa Valley, Tourism Improvement Districts and individual hotelsHealth: Napa County Dept. of Health, St Joseph’s Healthcare and Adventist HealthArts organizations: Napa Valley Arts Council, City of Napa Public Arts Steering Committee, Arts Culture and Education subcommittee and the Railroad Arts District

Shared Vision

The Vine Trail project addresses and/or supports:HealthSafetyConnectivityTraffic reliefTourismEducationCulture

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Vine Trail: Foundation Documents

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Community Outreach

NVVTC is particularly well suited to engage various members of the community because of its board structureNVVTC public outreach eventsUse existing trail facilities to build public trust

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Investing in the Groundwork for Grants

Coalition has assisted agencies in preparing grantsUsing private funds, the Coalition has contracted for services of consultants needed to prepare plans and studies to support grant applicationsAs a private nonprofit, the Coalition has been able to secure voluntary easements

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Napa Valley Vintners supports the Vine Trail

NVV Leadership Among Founders– Organization commitment of time and resources

Membership of 535 Members – 85% of vineyard land

Protect the Agricultural Preserve

Be a bridge between agricultural interests and the Trail

Ag Respect

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Agricultural Activities Next to Trail

AgRespect CampaignProposed constructing trail with non-asphalt material next to vineyard rows so tractors can turn on itDeveloping Vine Trail Phone App for letting users know about possible ag activity or closures

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Auction Napa Valley – a Means to the Money

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Auction Napa Valley – $170 million community

Community Health

Education

Justification

$2.5 Grant

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Residents Familiarity with The Vine Trail Project

010203040506070

Napa Valley VineTrail

Afternoon in theVineyard

Napa Neighbor Napa Green

Recognition for Community Outreach Programs

2016 2014

Economic ImpactDestination AssetBenefit to PartnersBenefit to the Community

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Why the Vine Trail is Important to Tourism

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Economic Impact of the Vine Trail

Tourists LocalsAnnual Uses1 1.5 Million 1.5 MillionAverage spending2 $100 $10Amount Spend $150 Million $15 MillionTotal $165 Million/year

1 Greenway Feasibility Study, NCTPA, 2009

2 Great Alleghany Passage Economic Impact Study, 2009 ($98 Tourist/day, $13 Local/day)Bicycling in Quebec, 2005 ($83 Tourist/day)A Case Study of the North Carolina Northern Outer Banks Trail, 2004 ($88/Tourist)Every Mile Counts: An Analysis of the 2008 Trail User Surveys, State of NY, 2010 ($202/Tourist, 5.19/local)The Economic Significance of Bicycle-Related Travel in Oregon, 2012 ($148/Tourist/day)

Napa Valley Visitor Profile

17VNV Visitor Survey, 2016

Most Liked Aspectsof Napa Valley

Wine, Tastings 24.1 %Scenic Beauty 23.8%Food, Restaurants 16.1%

Modes of Travel During Visit

Walk 15%Bicycle 8%

NV Visitor and Cyclist Demographics: Comparable Income / Education

The Vine Trail: Destination Asset

Marketing – Wellness Pillar, Active Tourism, Green TourismCreating additional visitor experiences and lengthen visitor staysProvides another reason to promote Napa Valley in the media

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Partner and Community Benefits

25 Lodging Properties offer bicyclesBike Tour Companies/Rental StoresArt Installations, Information KiosksSupport of other community initiatives

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Funding the Vine Trail –Tourism Industry Support

Lodging Industry PledgeTourism Improvement Districts– Trails, pedestrian paths, signage, bike paths,

etc. which enhance and improve upon thevisitor experience and access to lodgingproperties

Stay for the Trail CampaignMap donation collection boxes

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NVTA and the Napa Valley Vine Trail

NVTA Involvement– Oak Knoll Section– Calistoga-St. Helena Section– 3rd-Vallejo Gap Closure

Countywide Transportation PlanCountywide Active Transportation Plan (Bike and Pedestrian)Assures connectivity with other modes – primarily transit

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NVTA and the Napa Valley Vine TrailCase Study: Oak Knoll Project

6.1 mile segment connecting north Napa to Yountville

– Three bridges– Sensitive eco systems– Tree removal– Four jurisdictions– Five private parcels (4 owners)

Two separate projects – two separate project teamsTotal cost - $10.1 million

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)

Private partners can be more nimble and flexible thanpublic agenciesPrivate partners bring eligible funds to match federal and state fund sourcesPrivate partners help foster community interest –enthusiasm – a stake in the project’s successPrivate funding sources can be less stable than government funding commitmentsPrivate partnering adds new political dimensionROW acquisition can be streamlined if non-federal funds are used and the property is acquired prior to project commencement

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Overcoming challenges– Sorting out construction easements– Separate funding agreements– Understand codes and standards for each

jurisdiction and try to standardize if more thanone jurisdiction is involved

Define maintenance responsibilities

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Define roles and develop written agreementsEnforce agreements or refine as needed Coordinate media relations and community outreachMeet frequently and strategically

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Funding

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NVTA and the Napa Valley Vine Trail

Total All Other Recipients

$788M (99%)

Total Vine Trail-Napa, $9.7 M (1%)

Cycles 1,2&3 ATP Funding

100%

0.36%Population

State ofCaliforniaNapaCounty

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Results: Construction

With our public agency partners 19 miles of the proposed 47 mile Vine Trail have been constructed

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Results: Arts

Established the Railroad Arts District (NVVTC, City of Napa and Wine Train) Three murals completed since January 2017

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p y

Results: Programs & Community Connections

Implemented “Walk with a Doc” with Ole HealthDeveloped outdoor classroom curricula with NCOE

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A Legacy for Napa Valley

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Questions?

Philip Sales/NVVTC – [email protected] Peterson/NVV – [email protected] Catherine Heywood/VNV – [email protected] Miller/NVTA – [email protected]

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Thank You!