Client: First Street Napa – Napa, CA
Partner: Fortinet
Leach Advisors Services: Economic Development Strategy · Brand Activation · Traffic Generation
THE ASSIGNMENT
Held September 14–17, 2022, the “First Street Napa-Fortinet Putting Challenge” served as the event anchor. Leach Advisors was tasked with creating an integrated placemaking and promotional strategy that aligned with economic development goals.
OBJECTIVES + STRATEGY
Leach Advisors collaborated closely with First Street Napa, the PGA TOUR and Fortinet to conceptualize, produce, and market the event to meet several objectives:
- Increase consumer engagement at First Street Napa and its retail tenants.
- Reinforce brand identity for First Street Napa as an experiential shopping destination.
- Promote philanthropic efforts through strategic partnerships with Fortinet and local charities.
- Drive economic development by showcasing Napa as a thriving retail and lifestyle location.
With defined objectives in place, we then developed a place-based experiential marketing strategy to increase brand visibility, strengthen community ties, and generate commercial value during the event window.
The strategy centered on:
Branding + Visual Identity
- Designing a cohesive visual identity integrating First Street Napa’s aesthetic with the PGA TOUR’s prestige.
- Developing promotional materials, including banners, digital assets, and signage to enhance event visibility.
Event Design + Execution
- Advisory services focused on design and placement of a custom seven-hole putting course strategically positioned to attract attendees while maximizing exposure to retail outlets.
- Incorporating unique activations like “Putt with PGA TOUR Pros” and charity tournaments to appeal to diverse audiences.
Community + Corporate Partnerships
- Collaborating with Fortinet and local sponsors to bolster community engagement and fundraising efforts.
- Ensuring broad community involvement by inviting local government teams, schools, and charities to participate.
Targeted Promotion
- Leveraging First Street Napa’s digital platforms (website, social media) to publicize the event.
- Developing PR campaigns highlighting key attractions such as prize opportunities and PGA TOUR player appearances.
Event Series
- City & County Challenge – Featuring local government teams competing for trophies, driving civic pride and local interest.
- Charity Putting Competitions – Hosting $20,000 and $5,000 charity and school putting challenges, culminating in thrilling finals.
- Public Engagement Activities – Open course sessions, VIP dinners, and meet-and-greet opportunities with PGA TOUR pros fostered inclusivity and excitement.
- PGA Fan Village Experience – First Street Napa’s hospitality tent at Silverado Resort became a hub for putting contests and retail promotions, encouraging cross-visitation.
SUCCESS METRICS
| Category | Key Metrics |
| Retail Foot Traffic | +35% increase vs. prior week (on-site sensors + merchant feedback) |
| Retailer Sales Activity | Participating merchants reported 20–30% higher sales during event week |
| Brand Visibility | 10,000+ social media impressions · 8 regional media placements |
| Community Engagement | 300+ local participants in civic and charity putting activations |
| Charitable Impact | $50,000+ raised for local nonprofits and Napa schools |
| Retail Promotions | 18 First Street Napa retailers offered special event-linked promotions |
| Visitor Dwell Time | Estimated 25–40% increase in visitor duration across the shopping district |
| Partner Collaboration | Activation supported by 3 civic entities and 2 regional nonprofits |
| Conversion Funnel | 3:1 ratio of participants who engaged with retail after the Putting Challenge |
IMPACT
Leach Advisors’ amplified First Street Napa’s brand visibility and transformed a major sports tourism moment into a localized economic driver. The successful outcome created a replicable model for destination marketing and event-based economic development that was enlisted again by First Street Napa and Fortinet the following year.
