THREE OPPORTUNITIES

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1. Rethink Yountville Commons

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Let me be clear: I support the “what” and “who” of this project—workforce and affordable housing for people who work in Yountville. I do not agree with the “where,” “when,” “how,” and “how much” of what has been proposed so far.

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As we move forward, I believe we should:

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Revisit our assumptions. Start with market research. Who exactly are the workers we are trying to serve? What housing do they want and need? What can they afford? What would actually help them live in Yountville—including services, amenities, and parking? Such questions are simply Marketing 101: understand the customer before designing the product.

 

Look seriously at alternative locations. We should aggressively investigate other potential sites and approaches—including the Veterans Home property, the Catholic Church parcel, partnerships or credits with other communities, and other possibilities. I know people say these options have already been considered and won’t work. Maybe. But I say let’s look again.

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Expand our vision. Let’s imagine how all stakeholders might enjoy and benefit from this rare parcel in the middle of town—truly, the “Heart of Yountville.” Let’s think more creatively and longer-term -- not in terms of two years for this project, but of 20 years.

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This is a once-in-a-generation opportunity—and responsibility. Let’s rethink what’s possible and make sure we get it right.

 

2. Generate New Interest and Excitement for Yountville

 

Yountville cannot assume that what has worked in the past will automatically work in the future.

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The wine industry is changing. Vineyards are being removed throughout the region, while wine sales and consumption have declined significantly. Should we be concerned that, as vineyards and wine-country acreage shrink, the appeal of the bucolic Wine Country could be at risk as well?

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At the same time, the town of Napa is experiencing a remarkable resurgence, with new restaurants, shops, development, and energy. Since we arrived in 1998, Napa has always been “up and coming.” Today, it feels like it’s here.

 

Yountville needs to think creatively about how we remain the Heart of the Napa Valley—for residents, workers, businesses, and visitors.

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A couple of ideas:

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Revisit the Mustard Festival. For well over a decade, the Napa Valley Mustard Festival was enormously popular and generated enthusiasm for Yountville. Begun in 1993, it eventually grew into a three-month event with activities in Yountville and throughout the valley. It ended in 2011 after accumulating approximately $200,000 in debt, losing key sponsor funding, and facing declining economic conditions and changing tourism patterns following the late-2000s recession.

Are those circumstances still applicable today? Or is it worth revisiting an event that was once so popular with residents and visitors?

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Expand the Christmas markets. European Christmas markets demonstrate how a well-developed seasonal event can become a major visitor attraction while creating opportunities for local businesses. This past December, we revisited Strasbourg, France, where I had studied years ago, and I experienced firsthand how powerful, vibrant, and popular these traditions can become.

 

Let’s think how Yountville could expand its holiday events while generating new excitement during traditionally slower periods.

These are ideas—not finished plans. My larger point is that Yountville should think proactively about creating energy, attracting people, supporting businesses, and giving all residents more reasons to enjoy our town.

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3. Engage ALL of Yountville’s Stakeholders

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Yountville is more than its residents.

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It includes our businesses, workers, veterans, property owners, visitors, and others who have a stake in the town’s success. All of these voices matter. We should find better ways to hear from all of them—not simply when a major project is already well underway.

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Let’s move beyond the platitude of “listening to residents” and actually do it.

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Ask people what they want. Ask what they don’t want. Ask what they value and what they would change. Then hear the answers and act on what we learn.

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I would start with the Veterans Home, which represents a significant part of our community and is an important—and often overlooked—stakeholder.

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ONE PROBLEM WE SHOULD ADDRESS NOW

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4. Make Yountville Streets Safe

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Have you noticed how often drivers roll through stop signs—or simply don’t stop at all? It’s dangerous!

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Yountville is a walkable town. We have pedestrians, bicyclists, children, drivers unfamiliar with our streets, and Veterans Home residents, and some using motorized wheelchairs.

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We should not wait for a serious accident—or worse—before taking action.

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Let’s identify our most dangerous intersections, such as Washington and California, and explore practical solutions—from increased enforcement to traffic-calming measures and technology where appropriate.

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Yountville should be a place where people are safe walking, biking, driving, and simply getting around town.

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IN SUMMARY

I’m running because I believe Yountville has enormous strengths—and enormous opportunities.

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I’m not running because I have all the answers. I’m running because I have relevant experience at a time when it can be valuable—and because I’m willing to ask the questions, find the answers, listen to input, examine the facts, and think differently when circumstances call for it.

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We have a rare and exciting opportunity to shape Yountville’s next chapter. Let’s rethink what possible and get it right.

 

 

 

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