Case Study

First Street Napa-Fortinet PGA TOUR Championship Putting Challenge

Client: First Street Napa – Napa, CA
Partner: Fortinet
Leach Advisors Services: Economic Development Strategy · Brand Activation · Traffic Generation

Background

First Street Napa, the official shopping destination of the PGA TOUR’s Fortinet Championship, engaged Leach Advisors to design a high-impact economic development campaign that would capitalize on tournament-week foot traffic. The goal: convert this surge in activity into measurable commercial, community, and brand-building outcomes for the Napa, CA-based lifestyle center.

Held September 12–17, 2023, 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 + Integrated 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:  

  1. Increase consumer engagement at First Street Napa and its retail tenants.  
  2. Reinforce brand identity for First Street Napa as an experiential shopping destination.  
  3. Promote philanthropic efforts through strategic partnerships with Fortinet and local charities.  
  4. 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 campaign strategy to increase brand visibility, strengthen community ties, and generate commercial value during the event window. The strategy centered on:

  • Retail Conversion Enablement
  • Brand + Civic Alignment
  • Amplification via News/Social Media
  • Event Signage + Branding

Branding + Visual Identity

  • Design a cohesive visual identity integrating First Street Napa’s aesthetic with the PGA TOUR’s prestige.  
  • Develop promotional materials, including banners, digital assets, and signage to enhance event visibility.  

Event Design + Execution

  • Advise on design and placement of a custom seven-hole putting course strategically positioned to attract attendees while maximizing exposure to retail outlets.  
  •  Incorporate unique activations like “Putt with PGA TOUR Pros” and charity tournaments to appeal to diverse audiences.  

Community + Corporate Partnerships

  • Collaborate with Fortinet and local sponsors to bolster community engagement and fundraising efforts.  
  • Ensure broad community involvement by inviting local government teams, schools, and charities to participate.  

Targeted Promotion

  • Leverage First Street Napa’s digital platforms (website, social media) to publicize the event.  
  •  Develop PR campaigns highlighting key attractions such as prize opportunities and PGA TOUR player appearances.  

EVENT HIGHLIGHTS – Week-Long Event Series:

  • City & County Challenge – Featured local government teams competing for trophies, driving civic pride and local interest.  
  • Charity Putting Competitions – Hosted $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.

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