The Napa Valley Conference and Visitors Bureau cost taxpayers $400,000 last year, in the first year of a two-year Destination Strategy project.

At about $3.20 for every resident in the county, it makes sense to ask who needs the CVB in the first place?

Turns out, we all do.

The visitor service industry is the second largest industry in the county, and has a $1.3 billion economic impact annually.

Tax revenue from that is $125 million, which goes directly to support police, firefighters and numerous social services.

More than 17,500 people are employed in the hospitality industry, which means a combined payroll of almost $500 million a year.

Lots of impressive numbers, right?

But what does any of that have to do with the CVB?

People will still visit the Napa Valley and spend all that money whether the CVB is there or not, correct?

Well, not exactly.

Virtually every state now has a wine country.

Folks in the Bay Area can drive two hours in any direction and hit at least one wine country if not more, some of which are making good wine.

A 2003 article in Focus magazine went so far as to say that the Napa Valley was a "Been There, Done That," destination, and that people would be better off visiting other places.

"Our closest competitor has a budget of $4.7 million a year to promote (its) destination," said David Turgeon, Destination Strategy Project Administrator at the CVB. "That's 10 times our budget."

Again, all well and good, but do we really want more people visiting the pristine Napa Valley, cluttering Highway 29 and Silverado Trail?

Not necessarily. And that is where the CVB really comes into play.

"The CVB is an advocate for the residents as well as guests of the Napa Valley," said Turgeon. "There has to be a balance between the effects of tourism and the quality of residential life."

Turgeon said that the CVB has several goals to accomplish that balance. The first is to ensure that the Napa Valley as a "destination brand" remains valuable and relevant to our guests through the consistent delivery of a premium Napa Valley Experience.

"We are America's most celebrated rural wine and food destination. Our brand is the envy of the world." Turgeon figures that fewer guests spending more money is much better than more guests spending less money.

A Motel 6 that charges $75 a night will attract a lot of people, while a $300 a night room generates as much income for taxpayers and greatly reduces the number of people who will visit here.

Turgeon said that the belief that the CVB is only here to bring more tourists is outdated. Balance is the operative word of our vision for tourism in Napa County.

Encouraging more midweek and off-season guests and not adding to the already crowded season is another goal.

"The reality is that the Napa Valley is precious and the CVB is here to serve residents, protect our agricultural preserve, and welcome guests."

Craig Smith is the executive director of the Napa Downtown Association, and can be reached at 257-0322 or craig@napadowntown.com.