Saint Helena Chamber urges city council to maintain tourism marketing funding

In the heart of Napa County, the Saint Helena City Council convened on May 13, 2025, to discuss pressing budgetary concerns that could significantly impact local businesses and tourism. The atmosphere was charged with urgency as community leaders and business owners passionately advocated for the continuation of funding for the Chamber of Commerce's destination marketing efforts.

Amy, the CEO and president of the Saint Helena Chamber of Commerce, took center stage, emphasizing the critical role of the chamber in promoting local tourism. She clarified that the city’s funding is not for the chamber's operational costs but specifically for destination marketing services that directly benefit local businesses and contribute to the city’s transient occupancy tax (TOT) revenue. “If the city's objective is to grow TOT, reducing the marketing efforts that drive tourism seems very counterproductive,” she stated, highlighting a troubling correlation between reduced funding and declining tourism revenue.

The chamber's marketing initiatives, including the popular "Little Book of Experiences," have reportedly led to increased foot traffic for local wineries and businesses. Kristen Cropper, representing several wineries, echoed this sentiment, warning that a proposed $100,000 cut in funding could be detrimental to the local economy. “Our town relies heavily on tourism, and reduced visitation directly impacts the TOT, which funds essential city services,” she explained.

Several business owners, including Carl Dean and Christopher Costow, reinforced the message that effective marketing is essential, especially during economic downturns. They argued that cutting marketing budgets could exacerbate existing challenges, as fewer visitors would lead to decreased revenue for local establishments. “We need as much marketing efforts as humanly possible,” Costow urged, emphasizing the need for a coordinated approach to attract visitors.

However, not all voices were in agreement. Rick Kaufman, a prominent local hotelier, raised concerns about the chamber's focus, suggesting that the city should prioritize promoting its own businesses over those outside its borders. He called for a more accountable approach to ensure that tax dollars are effectively used to benefit Saint Helena directly.

As the council deliberated, the tension between the need for robust marketing and the constraints of the city budget became increasingly apparent. The discussions underscored a broader concern: how to balance fiscal responsibility with the imperative to sustain and grow the local economy through tourism.

The meeting concluded with a call for further dialogue and collaboration between the city and the chamber, as both sides recognized the importance of a united front in promoting Saint Helena. As the city approaches its 150th anniversary in 2026, the outcome of these discussions will be pivotal in shaping the future of tourism and local business in this historic town.