Napa Valley Forward | Operate + Coordinate | Our Work

Napa Valley Forward

Napa Valley Forward Program is a new initiative to help employers and workers alike find relief from traffic congestion by connecting Napa County commuters with alternatives to driving alone.

Commuters board an NVTA bus, with Napa Valley Forward logo overlaid on image
Friday, July 10, 2020

Napa Valley Forward is a two-year pilot program launched in early 2020 and supported by funding from MTC as well as private sector partners Napa Valley Vintners and Visit Napa Valley.

The program's goal is to reduce persistent traffic congestion on Highway 29 and the Silverado Trail by promoting the use of more sustainable commute modes, such as carpooling, vanpooling, biking, walking and taking transit, to get to work.

Core Objectives 

  • Move more people in fewer cars through Highway 29 and Silverado Trail
  • Connect commuters to today’s emerging technologies and new mobility options
  • Equip employers and employees with tools and data to track and incentivize sustainable commute habits
  • Experiment, learn, adjust and repeat

Employer Participation 
All Napa employers in the hospitality or winery industries are invited to participate in the two-year pilot.

Why should employers participate in Napa Valley Forward? 

  • Understand and manage your own employee transportation challenges
  • Offer transportation options, quality of life benefits and cost savings for your employees
  • Attract and retain talent: "Keep Napa Competitive"
  • Address local congestion and parking constraints affecting your employees and guests

Project Components 
The Luum platform serves as the foundation for the Napa Valley Forward pilot. The platform consolidates all relevant travel information, collects carpool and vanpool interest, and houses incentives for employees who log their trips on the website. To ensure we reach all employee groups, the platform is available in Spanish as well as English. A mobile app is also available for easy logging and reward redemptions.

With support from participating employers, the pilot program's first year will be an experiment to test out different outreach approaches, incentive structures and new mobility options. Employers are welcome to share their ideas for effective strategies to assist their employees get to work.

MTC is leading the Napa Valley Forward initiative in coordination with Steer, which manages development and implementation of the commute management platform, including working with participating employers throughout the pilot period. Luum will develop and provide technical support for the commute management platform.

To learn more about the Napa Valley Forward project, please contact MTC Program Manager Nicola Szibbo at; or Jenny Hong, Program Administrator at Steer, at

The following Napa employers are currently participating in the Napa Valley Forward Program:

  • Auberge Resorts Collection
  • Boisset Family Estates
  • C. Mondavi & Family
  • Cakebread Cellars
  • Duckhorn Winery
  • Embassy Suites
  • Harvest Inn
  • Joseph Phelps Vineyards
  • Las Alcobas
  • Long Meadow Ranch
  • Meadowood Napa Valley
  • Napa Valley Wine Train
  • Opus One Winery
  • Silver Oak Cellars
  • Silverado Resort and Spa
  • St. Supéry Estate Vineyards & Winery
  • Trinchero Family Estates
  • V. Sattui Winery
  • Westin Verasa Napa