About the St. Helena Chamber of Commerce

The St. Helena Chamber of Commerce is a membership based association organized to enhance the local economy and the St. Helena brand for the direct and indirect benefit of its members and the community. We are the voice of businesses.


Recent Accomplishments & Upcoming Projects: Updated 12/4/20

Holiday Lights & Downtown Main Street Enhancement:

• The Chamber hired two companies to enhance the wall at Vintage home to create a digital interactive wall. Lighting was also added to the Hunt Avenue Hub and a 26-foot snowflake was installed for the holidays. These enhanced holiday decorations have been a large attraction for visitors downtown. 

Business Recovery Efforts/Covid-19:

• The Chamber has led business communication efforts during the COVID-19 pandemic, working closely with county, city, and other important organizations, to provide safe and cohesive messaging to our businesses.

• Implemented weekly virtual meetings with city & local businesses to streamline communication amongst businesses.

• Downtown Business Bingo. Launching in 2021. This is a shopping/dining incentive program that will highlight downtown during a time in need.

• Raised nearly 30K for the St. Helena Gift Card Challenge for area businesses to support and help provide income for businesses when they were forced to close due to Covid-19. No fees were assessed/requested for this program and all profits were given to the businesses accordingly.

• Launched multiple workshops for businesses during the pandemic.

• Built the Recovery Response Resource Center for area businesses to use as a resource during Covid-19.

• Provided Covid-19 Safety Signs & direction to all area businesses, not just Chamber members. This included door signs, floor decals, client directional systems, and much more.

• Banner of support & mask safety installed across Main Street.

• Leader in rent business advocacy. Pushed for advancement in working with landlords to make sure they are working with tenants during such a difficult time. The Chamber is an advocate for area businesses and the importance of landlords working with tenants to keep area businesses thriving now and in the future.

• Worked closely with the city regarding recent loan opportunities for area businesses. The Chamber is a huge advocate and worked with the city on encroachment permits for businesses and restaurants who are struggling to navigate during this difficult time of Covid-19.

• Launched Live Chat to help navigate questions during Covid-19 on Sthelena.com.

• Developed multiple videos to ensure safety regarding Covid-19. One focused on the importance of wearing masks, the other was to help ease stress amongst businesses during such a difficult time.

• Paid radio advertising spots to ensure safe mask-wearing regarding Covid-19 in Napa Valley.

• Launched #SthelenaStrongerTogether movement to relay community stories of importance.

Destination Marketing:

• Press/upcoming TV live shots & digital adsThe Abbi Agency handles the Chamber’s press coverage, including recent TV coverage of the Wine Barrel Tour and the town’s Virtual offerings. The Chamber has multiple ad campaigns running to promote the city for the holidays. Link to full Coverage Book

• Influencer marketing for strategic social media coverage. Fourteen influencers scheduled to visit St. Helena through November-January.  All influencers have custom itineraries and directions for marketing coverage using specific hashtags, highlighting all of St. Helena, including wineries, hotels, restaurants, and shopping. 

• Video content produced, shot and edited a total of 12 marketing videos to promote and highlight St. Helena. All videos have advertising dollars backed behind them and targeted towards drive markets to promote the destination to the visitor. 

• Hosted multiple journalists and influencers year-round for strategic coverage.

• Social media growth on all platforms, including 25K on Instagram.

• Partner with local businesses for large destination marketing events, such as the Drive-In Movie Theatre.

• Launched the new Inspiration Guide with custom itineraries on Sthelena.com for tourists to help them plan their next road trip to St. Helena.  

• Heavily promoted the shop local campaign #94574 to help promote supporting local businesses.

Little Book of Big Experiences Wine Passport:

• The Chamber produces a wine passport each year. It runs from November-June. This year, the passport is partnered with hotels all over Napa Valley. This helps ensure foot traffic to St. Helena. 

3- City Marketing Plan:

• The St. Helena Chamber is also working in partnership on a 3-City Marketing plan with Calistoga and Yountville to draw traffic UpValley. This plan is currently paused due to the SIP order issued for Napa County. 

Business Status Page on StHelena.com:

• The Chamber of Commerce continues to keep an updated webpage listing St. Helena businesses and their status.  Most recently, icons were added that reflect covered patios and heaters, and virtual opportunities.

Welcome Center & Chamber Projects:

• Continue to operate the Welcome Center on Main Street that sees over 30K visitors annually.

• Donated $2100 for local scholarships to graduating St. Helena High School seniors.

Celebrate Awards & Nominations:

• The St. Helena Chamber of Commerce Board of Directors  kicked off nominations for the 2020 Celebrate St. Helena Community Awards. Since 1971, The St. Helena Chamber of Commerce has recognized citizens and businesses for their outstanding contributions to the community with annual awards.  Honorees will be chosen from nominations submitted by the public in the following categories:

• Business of the Year

• Employee of the Year

• Non-Profit of the Year

• Citizen of the Year


The Chamber Team

President and CEO- Amy Carabba-Salazar  amy@sthelena.com

Vice President & Chief Strategy Officer – Joaquin Razo  joaquin@sthelena.com

Welcome Center & Membership Services Coordinator – Alexandra Dale   alexandra@sthelena.com

Finance: Jeannie Kerr Jeannie@sthelena.com


Public Relations & Marketing: The Abbi Agency haley@theabbiagency.com

Good Things Done Right:  allison@goodthingsdoneright.social