Napa Makers Accelerator
“Our goal was to help creative makers gain clarity and practical tools to start and scale their businesses – an area where many face challenges”
Metal sculptures and pottery. Floral arrangements and succulents. Handmade jewelry and knitting kits. These are just a few of the products that are created by the 12 talented artisans who recently completed a six-week Napa Makers Accelerator Program.
The Solano-Napa SBDC partnered with the City of Napa and sponsor Mechanics Bank on this program, designed to empower Napa makers to grow and improve their business.
“Our goal was to help creative makers gain clarity and practical tools to start and scale their businesses – an area where many face challenges,” said Solano-Napa SBDC Business Advisor Tara Cruz, who led the six weekly workshops with the artisans.
The group met once a week via Zoom, and each artisan also had one-on-one meetings with a Solano-Napa SBDC business advisor.
Many artisan makers work alone, and while they have developed incredible products, the small business owners often lack access to business expertise, marketing, and scalable distribution, Cruz explained. Empowering artisans contributes to job creation, economic growth, and cultural preservation.
“Leading the six-week Makers Accelerator for the Solano-Napa SBDC was an incredibly rewarding experience,” Cruz said. “We assembled a dynamic team of advisors to lend their unique strengths and expertise. This collaborative approach allowed us to offer diverse perspectives and tailored support, to ensure that every participant found value regardless of their learning style or business stage.”
The Makers Accelerator was designed to help makers grow and improve their businesses. The City of Napa partnered with the Solano-Napa Small Business Development Center (SBDC) to provide the teacher/training modules plus advisors for 12 Napa maker businesses. Mechanics Bank extended a cash stipend for each business at the end of the program.
We assembled a dynamic team of advisors to lend their unique strengths and expertise. This collaborative approach allowed us to offer diverse perspectives and tailored support, to ensure that every participant found value regardless of their learning style or business stage.”
Tara Cruz, SBDC Advisor and instructor
How it Began
The City of Napa commissioned an economic development report in 2019 and “an in-depth analysis of Napa’s economy determined a bit of a problem,” explained Jennifer Owen, City of Napa Economic Development Program Coordinator.
“The report said ‘you’re too reliant on wine and hospitality tourism’ and they made suggestions to counterbalance that,” Owen said. “They provided a list of different sectors in Napa’s economy that were perhaps a little nascent, but had tremendous potential, and their recommendation was to extend support to these emerging industries.”
In 2021, that work was expanded on when the City was awarded a federal grant from the Chamber of Commerce’s Economic Development Administration (EDA) which ultimately delivered “The City of Napa’s Creative Space and Local Manufacturing Action Plan” – from which the City’s Napa Makes initiative was born.
The City of Napa created Napa Makes, an initiative to support and grow artisan makers, small-scale manufacturers, and artist/creatives sectors within the City of Napa. Artisan makers are those who create small batch crafts, food/beverage, handmade ceramics, bespoke leather goods, small-batch coffee roasting, craft jewelry, artisanal bread, specialty woodworking, and other artisan creations. The purpose of Napa Makes is to create and support a more diversified, resilient economy in Napa County.
What is the Outcome of the Accelerator Program?
“Many artisan makers create incredible products, but lack business expertise, marketing, and scalable distribution,” explained Owen. “Through the Makers Accelerator Program we have empowered our artisans, contributed to job creation, economic growth, and cultural preservation.”
“I’m thrilled with the outcome,” she added. “And I’ve learned that what matters is the person to person connections. The in-person meetings with local retail businesses were incredibly impactful.”
Program participants wrote business plans and received small grants to reinvest back into their businesses. In addition, they were able to visit downtown merchants who source and sell locally-made goods. They met Cara Mae Wooledge, Executive Director of the Napa Farmers Market, who connected them with local retail merchants.
“At the end of the program, the 12 maker businesses gathered for their final presentation to share their elevator pitch, and practice presenting their products and their passion,” Owen said.
The event was at Guild, and included remarks from the SBA’s San Francisco District Director, Chris Horton. It also featured a mini-market so the makers could show and sell their wares.
“It was inspiring to watch the group’s confidence grow, culminating in the impressive final presentations that showcased both their creativity and newfound business acumen,” Cruz said.
From handcrafted goods and home décor, to custom jewelry, succulents, art, and more, these 12 makers showed their talent and dedication, as well as a determination to take their businesses to the next level.
“It’s about taking a strategic, focused approach to progress, while maintaining excellence in the day-to-day services we provide,” concluded Napa City Mayor, Scott Sedgley.
