A new report recommends reactivating the defunct Hotel St. Helena, reconfiguring Main Street, and developing more boutique hotels as part of a downtown revitalization strategy for Napa Valley's St. Helena. The city hired Urban Land Institute San Francisco to convene a panel of land use, real estate and economic experts and advise the city on improving downtown while preserving St. Helena's distinctive identity. The report notes that after TOT revenue dipped in 2020 due to the pandemic, nearby town Calistoga’s room tax revenue rebounded from $4.7 million in 2020 to $5.3 million in 2021, while St. Helena’s declined from $2.5 million in 2020 to $1.3 million in 2021.
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