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News, Tips & Bargains : Rooms Go Begging in Napa Valley

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<i> From Times wire reports</i>

Reports of widespread destruction in Northern California from the recent rains have slowed the tourist trade to a trickle in the Napa Valley--one of the nation’s premier wine regions and one that depends as much on the flow of visitors as the flow of wine.

Although the valley was spared the flood damage suffered in the wine-producing regions of neighboring Sonoma County, this isn’t the image tourists apparently gathered from news accounts. As a result, many Napa Valley hotels, B&Bs;, elegant restaurants and health spas are nearly empty.

“It’s murder,” said Chuck Foster, head of the Napa Valley Conference and Visitor’s Bureau. “They flash a caption that says ‘Wine Country,’ and the world associates that with the Napa Valley. We’ve had places reporting 50% cancellations. It’s like someone flipped a switch.”

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Winter is usually the slow season in the 30-mile-long valley, when hotel occupancy rates drop 40% to 45% from the summer highs, but cut that figure in half and financial losses start to pile up.

Napa Valley officials expect the cancellations to end, and the tourist business to pick up, but they aren’t taking any chances. Businesses are buying radio advertisements and calling travel agents to beg them not to cancel tours and conventions, Foster said. “We will bounce back. We’re still gorgeous and eventually we’ll get the word out,” Foster said. “But in the hospitality industry you cannot sell yesterday’s room.”

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