Meet Bill LaLiberte: Downtown Napa Association’s New Executive Director

Press release from the City of Napa:

NAPA, CA — The Downtown Napa Association (DNA) is embarking on a new era under the leadership of its recently appointed Executive Director, Bill LaLiberte. With a decade-long tenure at Oxbow Public Market and a deep involvement in the heart of downtown's revitalization, LaLiberte's narrative seamlessly aligns with the DNA's mission to support downtown merchants, enrich the local experience and cultivate a strong sense of community. As the DNA looks toward the future, LaLiberte shared with us his overarching vision, specific goals and collaborative strategies designed to ensure the continued prosperity of Downtown Napa. This interview sheds light on the Downtown Napa Association's integral role in shaping the economic landscape and championing the local businesses that form the heartbeat of downtown.

Can you share your background and journey leading up to your role as the director of the Downtown Napa Association?

I would have to say my journey started with my wife, Jennifer. She was very involved with downtown in her role working for the Napa Redevelopment Agency and later becoming the City of Napa’s Economic Development Manager. Seeing the vision and transformation of downtown through her eyes, it was hard not to want to get involved myself. Shortly after I moved to Napa, I worked in construction management for an affordable housing developer, and then transitioned into property management as a sole proprietor. One of my first clients owned a significant property on Main Street in downtown Napa, and I was hooked. Soon after, I started working with Steve Carlin at Oxbow Public Market, which evolved into the general manager position for almost 10 years. During that time, I joined the Downtown Napa Association board and served on the board for eight years, two of those as board president.

Working with Craig Smith and downtown business owners over those eight years was very rewarding and taught me about the basic operations of the DNA. In 2022 the DNA board offered me a contract position to help launch the inaugural Napa Table event, which led to a second Napa Table and additional events and ultimately an administrative support role with the DNA. By that time, I became aware that Craig was planning to retire at the end of 2023, so I threw my hat in the ring to be considered as his successor. I am thankful for the opportunity and faith the Downtown Napa Association board has given me to step into the Executive Director position upon Craig's retirement.

What broader visions do you have for the association and Downtown Napa during your tenure?

My broader vision is to work closely with the city of Napa Economic Development Division to attract new businesses and increase support of the existing businesses in downtown, and to identify opportunities to expand the DNA’s footprint by including businesses and areas not currently supported by the DNA where it makes sense. For example, an area like Action Ave and Vallejo Street with makers and producers, the Railroad Arts District (RAD) murals and an industrial vibe not found in downtown might be a candidate, along with other areas that are up-and-coming and destinations of their own making.

Are there specific goals or initiatives you plan to implement, and how do you anticipate they will benefit local businesses and the community?

My main goal this year is to conduct in-person visits to all of our members, listen to their suggestions, and get greater participation from downtown merchants in our planning processes and general membership meetings.

The DNA board is representative of the downtown mix of retail, restaurant, tasting rooms and services. We have several new and first-time board members that will bring new energy to the board this year, but without general membership participation, it is difficult to understand and implement meaningful changes that have a positive impact on the district as a whole. Part of my job is to gain deeper insight into the wants of the business owners in downtown’s subareas and assist by supporting them with promotions and smaller events in the targeted areas, which may have greater impact than a downtown-wide event.

How do you envision the Downtown Napa Association contributing to the overall economic development of the city?

Business retention and enhancement is at the core of any economic development strategy. The DNA will continue to support downtown businesses by providing resources, marketing opportunities, and targeted promotional dollars that attract more locals and visitors to downtown, thereby increasing sales and revenue for our merchants. In addition, the DNA will organize events that enhance the local and visitor experience through music, culture, and food and beverage experiences that benefit the community.

The DNA will work with the City of Napa and organizations like the TID and PBID by investing in infrastructure and beautification improvements to make downtown more attractive and accessible to our locals and visitors. Existing projects include sidewalk and parking garage cleaning, hanging flower baskets, art-wrapped utility boxes, pedestrian-oriented signs, street banners and grants / partnerships supporting outside organizations.

Through outreach and community engagement, the DNA can build a strong sense of community in downtown by supporting local businesses and encouraging participation through events like Shop Sip and Stroll, Fridays in the Park, Napa Table, Hometown Halloween, and the Christmas Parade and Tree Lighting. These are all very popular events, and the participants are mostly local.

What is your approach to collaborating with local businesses to promote a thriving downtown atmosphere?

My approach to collaborating with local businesses is to meet them where they are.
During a recent DNA board meeting, we discussed supplementing business-provided content for marketing and promotions by actively engaging businesses at their locations. We are bringing back our ambassador walks that will consist of myself, a board member, and a city staff member, where we walk different areas of downtown several times a month. We will meet and talk with the businesses to discuss the issues affecting them and to update them on upcoming events and promotional opportunities. The information gathered will help the DNA planning process and allow us to focus on items that will have a meaningful impact on businesses.

Are there specific partnership opportunities or collaborations that you find particularly exciting?

Being Executive Director of the DNA has given me the opportunity to be a committee member of the Napa Tourism Improvement District (TID) and staff to the Napa Property and Business Improvement District (PBID) committee. I look forward to further connecting these organizations to work together and to think bigger collectively than we do individually. Combine this with greater collaboration with Visit Napa Valley and the Napa Chamber of Commerce and something truly special can happen for the business community downtown.

Can you share any personal connections or experiences with Downtown Napa that make this role meaningful to you?

Twenty-five years ago, while I was living in Southern California, I met my now wife, Jennifer, who was already living in Napa and working for the City’s Economic Development Department. Soon after meeting we started a long-distance relationship which involved me visiting Napa on a regular basis. Back then at 8:00 p.m. you could roll a bowling ball down First Street and not hit anyone. Anyway, we got engaged and had to decide whether to live in Napa or Newport Beach where our respective jobs were. On one of my trips to Napa, Jen took me to the annual Christmas parade. As we sat on the curb enjoying our hot chocolate, watching this hokey (I use this word lovingly) Christmas parade, it instantly brought me back to my youth growing up in Camarillo, which was like Napa in so many ways. In that moment I knew Napa was where we would live and raise our family. This last December during the much larger but still hometown parade, everything came full circle. I became unexpectedly emotional when I realized that I was part of putting on the same parade that so many years ago brought me to Napa and the life I have today.

Is there a specific message you would like to convey to the residents and businesses of Napa?

First and foremost is that downtown is for locals. Downtown businesses and properties are largely owned and run by locals, and they employ local workers. Furthermore, the local sales tax, property tax and transient occupancy tax revenue that is generated by these downtown businesses comprises a substantial portion of the City’s general fund and pays for City services for the local community.

In 2020 the DNA started “OurNapa,” Instagram and Facebook social media platforms that are local facing, promoting everything that makes our downtown special and unique. Without the support of our residents, it is and will continue to be difficult to keep the small business owners in the downtown area.

Please visit downtown to shop, eat and drink local; you will not be disappointed!

This press release was produced by the City of Napa. The views expressed here are the author’s own.