Brand Ambassador Program

“Delivering The Promise”

Calistoga Chamber of Commerce Welcomes You to the first

Brand Ambassador Program!

Housekeeping:

• Refreshments

• Restrooms

• Cell Phones (please place them on silent)

• Presentation is available on Chamber website

Thank you to the following contributors:

Food Donations 1226 Washington

Bella Bakery Cal Mart

Calistoga Inn Checkers

D’Amici Ristorante Yo El Rey

Prizes Baths at Roman Spa

Beau Wine Tours Bosko’s Trattoria

Calistoga Spa Calistoga Shuttle Calistoga Geyser

Castello di Amorosa Mount View Hotel Petrified Forest

Sterling Vineyards

Chris Canning- Chamber of Commerce

Chris Canning has been the Executive Director of the Calistoga Chamber of

Commerce and Visitor Bureau for nearly 5 years. Prior to this, Canning spent 16 years with Nestle Waters on

domestic and international assignments specializing in sales,

marketing, operations and transition management. Chris has also served as

the Mayor of Calistoga since 2012.

Chamber Support Staffing Name Responsibilities

Chris Canning Executive Director

Carolyn Hernandez PR & Marketing Manager

Carolyn Denero Events & Membership Coordinator

Elizabeth Stokkebye Visitor Center Coordinator

David Foster Visitor Center

Ivan Espinoza Laurel Oetker-Kast

Visitor Center Intern – Destination Marketing

THANK YOU VOLUNTEERS!

• B.J. Hopgood

• Joan Brady

• Bobbie Hollinsworth

• Maureen Taylor

• Dennis Cuniberti

• Rita Gatens

• Doug Herrmann

• Sandy Dickinson

• Ellie Leake

• Shirley Bloomquist

• Flo Robinson

• Joann Maher

Who are Calistoga’s Brand Ambassadors?

You are! You are the spokespeople for our businesses and the Calistoga

Brand!

• Today we hope to educate, inspire and motivate you to strengthen your guest service relationships.

• In order for Calistoga to become the premiere destination in the Napa Valley we need to deliver intimate hospitality and unique, personalized experiences to each and every guest.

• We need to foster a unified and cooperative approach to continue to build and communicate Calistoga’s reputation and its unique characteristics and attributes.

• We need every visitor serving business to support this mission. • By participating in this program you will increase guest satisfaction

thereby increasing traffic and sales. We will then make every guest a Calistoga Brand Ambassador.

All for one, one for all

We need to foster a unified and cooperative approach to continue to build and communicate Calistoga’s reputation and its unique characteristics and attributes.

Increased Competition In order for Calistoga to become the premiere

destination in the Napa Valley we need to deliver intimate hospitality and unique, personalized

experiences to each and every guest.

90% of Consumers Say: Online Reviews Impact Buying Decisions

Sites like Yelp, TripAdvisor, and other online listing sites impact consumer buying decisions. 90% of consumers who recalled reading online reviews claimed that positive reviews influenced their decision to buy. 86% said that negative reviews had also influenced buying decisions. Bottom Line: consumers want to know they can trust businesses to provide a positive experience before deciding to make a purchase, sign up for a service, or even visit your place of business.

Word of Mouth Marketing

“She clearly doesn’t enjoy her job.”

“Exceptional customer

service.”

“No warm welcome.”

“Not friendly at all and their service was bad.”

“Service was very attentive.”

April 9, 2014

Brand Ambassador Review

Brand Ambassador

Program

A big thank you to our marketing

committee members and our supporting

partners!

Supporting Partners: Larry Arnoff Bill Braddock

Julie Amos - AugustineIdeas Julie is a proven agency leader with

16 years of expertise managing organizational change, expanding client relationships, developing

creative, and developing brands. A critical, creative and intuitive thinker, who is energetic and collaborative by nature, her

enthusiasm for pushing the creative edge has built long-term loyalty with

clients.

Calistoga has become a fan!

What We Did: Extensive Discovery

Group Discovery Sessions

One-on-One Interviews

Community Survey

Several Onsite Visits and Tours

Industry & Competitive Research

Calistoga’s Amenities

1. What we offer: An intimate hospitality. Personal touch. This is a place where people welcome me,

take care of me. 2. Wine 3. Food

4. Geo-thermal Water 5. Hiking, Biking, Walking

6. Emerging Art Scene 7. Small Town Feel

Brand Platform: Intimate Hospitality Defined

Intimate: A close personal connection or experience. A warm

friendship or personally close feeling.

Hospitality: The friendly reception and treatment of guests or strangers. The quality of receiving them in a warm and genuine way.

Our Brand Promise

We promise you an experience that is personal, warm and friendly. Where you are offered diverse activities as unique as your own

personality. Our mission—enliven, anticipate, share, connect, play. This is your journey, we are the guide. The goal? Offer the

unexpected, seek to understand and build relationships so each guest can find what they’ve been looking for in THEIR Napa Valley.

Calistoga—Make Napa Valley Yours

Visual & Color Inspiration: Unique Calistoga Environment

Brand Platform: Brand Values

Intimate

Whimsical Down-to-Earth

Welcoming Genuine Lively

Eclectic Diverse

Genuine Friendly Warm Fun

Energetic Conversational

Brand Platform: Brand Voice

Marketing – Digital and Print

Billboard

Welcome to Calistoga

Break Time

Be back in 10 minutes….prizes to come!!!

Stretch your legs

Get a cookie

Say “hi” to your neighbor

Elizabeth Slater- In Short Direct Marketing

Elizabeth “E” Slater is an accomplished trainer, motivational speaker, marketer and writer. Founder of In Short Direct Marketing, co-founder of the Wine Industry Network, sought after public speaker and seminar leader, she offers trainings and personalized marketing solutions to direct-to-consumer sales and customer service throughout North America. She has a unique and cheerful approach to the most pressing challenges of retail businesses.

E loves her work!

Lights, Camera, Action!!!

Customer Centric vs. Product Centric

Creating A Customer-Centric

Business

A New Approach

Create a customer-centric approach

to visitors and customers through

your bricks & mortar business,

website, emails, social media,

advertising, events, etc.

Customer-centric vs. Product-centric

• Most businesses tend to be product-

centric

• Make the switch to customer

centricity

• Create a balance between

discovering the needs of the

customers and presenting

products

Changing to a customer-centric

model has its challenges

Choose the right technology

Every person needs to be onboard

Remember that change doesn’t come easily

So where do you start?

Create a written baseline of

customer service procedures. The

minimum requirements for customer

service in your company

Know Your Customers

Understand your customers:

Wants • Needs

Desires • Behavior

Define what kind of customer information

you need and want

Consider the demographics and

psychographics

Know your customers

Follow up after customers have visited,

to get more information

Send visitors a survey or a couple of

questions via email

Or, if appropriate, a handwritten note

to thank them for visiting or purchasing

Customer Relationship Management CRM should be a company wide strategy that increases

profitability and reduces costs by solidifying customer

loyalty

Evolution of CRM CRM has evolved from being software into a customer-

centric philosophy that should be practiced by the entire

organization

Lifetime value

Understand your customers’ lifetime value

Manage customers according to their value

One size customer service does not fit all

Manage your customers

to create:

Greater loyalty

Long term purchasing

A life long relationship

SELL, SELL, SELL

Sell the Product Sell the Town – CALISTOGA Sell the Area – Napa Valley Sell the Story

Reviews

Read them Respond to them Social Monitoring Services Take the conversation off line

“Service: Blew my mind both times!”

Conflict Resolution – Don’t take it personally!

24/7 Availability and Pricing information For lodging

New Visitor Guides & Maps April 2014

Brand Ambassador

Collateral

HJT

Weekly Chamber Message

Use this weekly email to be informed of events and activities. Good to print out for staff.

Brand Ambassador

Collateral

What is Calistoga’s History?

Anglo settlers began arriving in the late 1840’s. Samuel Brannan, California’s first millionaire, was fascinated by Calistoga’s Hot Springs “healing powers”

and purchased 2,000 acres with the intention of building a Spa reminiscent of Saratoga Springs in New York.

Samuel Brannan intended to say, “I’ll make this place the Saratoga of California,” but after enjoying some Calistoga wine, he mistakenly

said, “The Calistoga of Sarafornia.”

In 1868, the Napa Valley Railroad Company completed tracks to Calistoga, making it an easier travel option for ferry travelers from San Francisco. Calistoga has been a famous and popular destination for relaxation ever

since.

Calistoga Frequently Asked Questions

• Is there a shuttle in Calistoga?

• Where can I go into a natural hot spring?

• What is the difference between a mud and mineral bath?

• When a guest is “wined” out suggest some of these options.

• What is the Calistoga Geyser?

• What is Petrified Forest? • Where is the

tram/gondola? • Where is the Napa

Valley Castle? • Where is the famous

Chateau?

Is there a shuttle in Calistoga? Calistoga Shuttle is a free shuttle service for Calistoga lodging guests (passes available at hotel reception desks) and a $1/ride service for non-lodging guests. The Calistoga Shuttle is an on demand service and can take you anywhere from Bennett Lane Winery to Bothe State Park (707) 963-4229. See Shuttle Map at Calistoga Visitor Center for specific service area.

Where can I go into a natural hot spring?

Calistoga’s natural hot springs are capped and drawn into various Calistoga spas. There are several spas who offer hot spring baths

and pools. A few that offer day passes. As a result of the extreme temperature of the water there is no public access to

the free flowing geothermal springs.

What is the difference between a mud bath and mineral bath?

A mineral bath contains organic geothermal water, with no added chemicals or minerals.

A mud bath is a mineral bath, with volcanic ash and peat added to the

water.

What recreational options does Calistoga have?

Hiking, Ballooning, Mountain Biking, Road Biking or just cruise around!

Park, Stay and Play!

When a guest is all “wined” out, recommend that they:

Visit Old Faithful Geyser, Petrified Forest, Safari West, rent bikes from Calistoga Bikeshop, browse through Calistoga art galleries and shops, Sharpsteen Museum (free admission),

visit a spa, or go to visitcalistoga.com for more ideas.

What is the Calistoga Geyser?

The Calistoga Geyser is one of three geysers in the world with the name of “Old Faithful” because it erupts regularly!

(They also have “fainting goats”)

What is Petrified Forest?

Experience Redwood Trees that were

turned to stone 3.4 million years ago by

volcanic activity.

Petrified Forest is located at 4100 Petrified Forest Road in Calistoga, 15 minutes from downtown Calistoga.

Where is the tram/gondola?

Sterling Vineyards

at 1111 Dunaweal Lane in Calistoga.

Where is the Napa Valley Castle?

The Napa Valley Castle is located at Castello di Amorosa, 4045 St. Helena Hwy. North, just South of Calistoga.

What is Chateau Montelena?

Chateau Montelena helped put California wines on the global map by winning the “Judgment of Paris” wine

competition in 1976. Montelena’s 1973 Chardonnay beat out four famous French Burgundies.

What is there to do at night in Calistoga?

Calistoga has many restaurants and bars which are open late on the weekends. Many offer live music. Calistoga also hosts music in the park on Thursdays

during the summer and various events throughout the year. Please go to visitcalistoga.com for more

information.

Upcoming Events

Visitor Friendly Events: Arts in April –April Concerts in the Park every Thursday through Aug 28 Movies in the Park: June 21 & July 19 Napa County Fair – July 4th Flavor! Napa Valley- November Napa Valley Film Festival-November Lighted Tractor Parade -1st Saturday is the Winter in the Wineries Dec – 1st week in February –January – Restaurant Month

Help! I don’t know the answer!

We are located at 1133 Washington Street (Between Brannan’s and the Fire Station)

9:00 AM-5:00 PM 7 days a week (November-May) 9:00 AM-5:00 PM Sunday-Thursday and

9:00 AM-6:00PM Friday and Saturday (June-October) (707) 942-6333

Visit our website: visitcalistoga.com

Send them to the Calistoga Visitor Center!

“Courteous treatment will make a guest a walking

advertisement.”

Time for Q&A Raffle & Prizes!

Color Squares?

POOL PASS TO MOUNT VIEW

HOTEL

POOL PASS TO CALISTOGA SPA HOT SPRINGS

RESORT

FAMILY PASS TO PETRIFIED

FOREST

FAMILY PASS TO THE GEYSER

SEE LAUREL AFTER THE PROGRAM TO CLAIM YOUR PRIZE

Thank You for attending today!