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Business & Tech

Downtown Napa Preps for Auction Boost

The main event takes place in rural St. Helena Saturday, but "If you are into food, you can't help but make downtown Napa part of your itinerary." -- Craig Smith, Napa Downtown Association.

Craig Smith of the Napa Downtown Association is looking forward to the crowds coming in for the internationally renowned Auction Napa Valley. Last year, bidders at the auction raised more than $8.5 million for local nonprofits.

While the annual event is held , Smith believes more auction-goers will be drawn into the city of Napa this weekend.

“If you are into food, you can't help but make downtown Napa part of your itinerary,” said Smith.  

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“Downtown Napa has 60 restaurants, half of which are Zagat rated. One block alone has chefs well-known on the Food Network.”

Heidi Miersemann, Director of Sales and Marketing at the Westin Verasa, Napa, believes that hotels will feel the increased traffic.

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“We anticipate that Auction Napa Valley will impact southern Napa Valley's occupancy levels, especially at this time of year -- already a popular time to visit the area,” said Miersemann. 

“As the hotels in the north end of the valley fill up with attendees, that will push travelers to look for rooms in the south end of the Valley.”

Though she says the Westin Verasa didn’t track room reservations specific to the Auction this year, next year they plan to and will be able to provide exact numbers, Miersemann said.

She went on to emphasize that marketing and promotions for the downtown area have been increasing steadily, thanks to all of the new businesses that have made the "Downvalley" concept more attractive.  

“I expect that some visitors will extend their stay to visit the downtown area before or after their Auction festivities,” Miersemann said.

Businesses across the board are already seeing an impact, and not all of them are downtown.

Jen Thomas of the recently opened Thomas Dawson Salon in north Napa said she has been booking appointments with auction-goers who are staying all over the valley. She noted that the changing Napa scene draws people in, because “hotels, restaurants and entertainment are so accessible now.”

Dynie Sanderson, Realtor Associate with Remax Gold Napa Valley, weighed in: “As a Realtor, I benefit from the Auction every year. Visitors come for the event and fall in love with the area.”

Sanderson went on to say how her personal presence at events during the auction drums up business with Napa clients. “It’s a great time to connect and reconnect with locals. The auction brings people together.”

This year, Sanderson says, “Downtown is the place to be. Saint Helena will always have its charm and appeal, but Napa has come into its own and has made its mark.

"Bravo and bon appétit, Napa!”

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