Partnering with Napa County Landmarks on Business Appreciation Program

Napa is honoring the businesses that have shaped our community for decades. The City has partnered with Napa County Landmarks to launch "Est. 20+: Napa's Legacy Business Program," a new initiative celebrating businesses that have operated continuously for 20 years or more. Considering that fewer than 1 in 4 of all businesses make it past two decades (according to the Bureau of Labor Statistics), these milestones are an achievement worthy of recognition.

Any business in Napa with 20+ years of continuous operation can apply for the free program, with plans to expand county-wide in 2026. Modeled after San Francisco's nationally-recognized legacy business program, this initiative shines a spotlight on the establishments that give our community its character.

We spoke with Christine Madrid French, Executive Director of Napa County Landmarks and former coordinator of San Francisco's pioneering legacy business program, to hear why celebrating these businesses is so important for both the economy and our community.

Why is a historic preservation organization involved in recognizing long-standing businesses?

As an architectural historian, I see historic preservation as a tool for economic growth and preparing us for the future, not just the past. It's about stewardship - honoring the people and businesses who have created and cared for a landmark to the community. Legacy businesses are like living landmarks, sharing the story of stewardship in daily life. In Napa, alongside natural landmarks like the Vine Trail, this program highlights the everyday landmarks that shape our community, which is very much part of our bigger mission.

For Napa County Landmarks, this program is a natural fit. We are one of only a few nonprofits in the nation running a Legacy Business Program, and ours is designed to expand countywide. It adds a vibrant economic dimension to our work of protecting and celebrating the landmarks in our lives.

What makes legacy businesses important for Napa's economic resilience?

There's a lot of development happening in Napa right now, with projects like the First Street Napa Phase 2 project adding 36,000 square feet of retail space. While this growth is good for the community, it can put pressure on long-standing local businesses.

Legacy business programs help preserve the social, cultural and historical fabric of a community - what the American Planning Association calls "social sustainability." Cultural history draws people in. Community members and visitors want experiences with texture and authenticity. Local businesses that have been a part of Napa for 20 years or more provide that authenticity, creating real opportunity to attract both tourists and new customers, especially in the Gen Z market.

How does this program benefit local businesses?

The program highlights long-standing businesses, giving them visibility and recognition within the community. Participating businesses receive official Legacy Business window clings and promotional toolkits, spotlight features in printed and digital Legacy Business maps. They also have opportunities to host or be showcased in Legacy Business events throughout the year.

Looking ahead, Napa County Landmarks hopes to provide funding for restoration projects like preserving iconic neon signs or maintaining architectural features. Some legacy businesses are in historic buildings, so there's a secondary interest in maintaining the architectural legacy of the buildings. The City wants to work closely with business owners to highlight the historic character of their buildings, which can also enhance their brand - especially in places like wineries.

What types of businesses can participate?

The program is very inclusive: legacy businesses could be anything from dry cleaners and auto shops to wine tasting rooms and car dealerships. We're working with community partners like the Napa County Historical Society and Napa Valley Genealogical Society to help residents and visitors discover these establishments.

Our Legacy Businesses span an extraordinary range, from the 1870s to 2002 - the oldest enrolled businesses date back to 1863 and 1876. Together they reflect the resilience and variety that make Napa Valley unique: restaurants, shops, cultural institutions, wineries and services that anchor our neighborhoods and welcome visitors from around the world. The program currently has 26 businesses enrolled in the City of Napa, with plans to expand county-wide in 2026.

How can the community get involved?

We were thrilled to have City Council issue an official proclamation on Sept. 16, recognizing the inaugural members. Community members are encouraged to show their support and celebrate these businesses.

As someone who moved to Napa two years ago, I've enjoyed plenty of the "tourist activities" the city is known for. But what's special about this program is how it reminds us that legacy businesses aren't just for visitors. Many are right in downtown Napa, in places that locals sometimes view as "tourism centric." Even longtime residents can be tourists in their own town, discovering or rediscovering what's right here.

To apply or learn more, visit www.napacountylandmarks.org/est20.