Date 3/14/12

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by President &CEO Hughson Alana Sincerely, your support. Thankyou for programs programs. our andcomments outlinedwelcome inthis your and suggestions about Annual Report the of region’sintegral part We success. economic invite to you review and evaluate the marketing, promotion and sales The COVABoard and staff arecommitted partnersworking to with toindustry our make our strategies and an programs are administeredthe Association through directive Board toprofessionals. of staff an experienced County. from across represents Deschutes of tourism businesses and geographically policies programs The industry and The COVAof some the foremostBoardDirectorsof of leaders with is comprised the Central Oregonand business the of dollars. tourism billion will one-half exceed industry impacts total economic overhead. 2012,COVA’s In programs will generate more than three overnight million visits to Central Oregon and the than total our revenues 75%of directly than to Less programs. COVA’s 25%of and expenses resources personnel fund Central Oregon COVA Visitors Association. remained has trustee afrugal this of investment and currently delivers more for tourismapproximately tax marketing lodging and promotion the 30%of collected programs administered by the alliance 1975,aprivate implementedIn the sector first and public Transient Lodging (TLT),Tax dedicated and volunteersof with abudget $25,000. of the of toregion. Theinitial toutmessage destination assets the combined regional marketingby thisfunded group was resources they amore leverage could investment significant by pooling “Destination a and collaborative CentralOregon” the apremier region as vacationdestination. With limited resources to market individually, the group determined that 1971when thatIt asmall was group deemed leaders Central resourceful of business Oregon collectively market should Organization (RDMO) for Central Oregon, representingof voice the the unified tourism industry. years the CentralFor forty-one Oregon (COVA) Visitors Association the Destination Regional as Marketing served has COVADear Members, Oregon boasts blueskies300daysayear. Add a rugged volcanic landscapecrisscrosseda rugged by “Just over theCascadeMountains, Central rivers andmountains,you have atop 2012 COVA ANNUALREPORT Discover America Discover

Date / 7/12 4/2 outdoor destination” -May2011

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by state average 10%). of thanand less the state average fortravel Business (9%versus visitingstate average Friends/Family for people (36%to 43%); TripsMarketable (55%versus than 47%statewide); less the Central Oregon averages stronger than the rest the of state for Friends/Relatives or for Business purposes. Visits of to for thevacation that purpose is scheduled not According to the study, Trip’ a‘Marketable is adestination with overnight Trip those visits 55%of aMarketable purpose. Oregon Visitor Regional Study)trips annually (Longwoods: Central Oregonmore welcomed than overnight 3.2million Oregon’s visitor dollar billion one-half industry. for the region to and enhance develop and messaging Central marketing programs are to the image build brand designed for CentralAssociation Oregon since 1971.COVA’s integrated COVA the Destination Regional as Marketing served has Central Oregon asayear round visitor Association willmarketAssociation andpromote destination toimprove thelong-term economic vitalityoftheregion. 9 9 9 9 9 9 ‘99 ‘98 ‘97 ‘96 ‘95 ‘94 ‘93 The Central Oregon Visitors m ission S TATEME 2012 COVA ANNUALREPORT DESCHUTES COUNTY OCCUPANCYDESCHUTES TAX COLLECTIONS AB O N UT THEA 1993-2011 COLLECTIONS BY MONTH T 0 0 0 0 0 0 0 0 0 0 ‘10 ‘09 ‘08 ‘07 ‘06 ‘05 ‘04 ‘03 ‘02 ‘01 ‘00 Funding for COVA sources: isprimary from derived these invited to the on Directors. of Board run for aposition County Commission. is Any the of association Member from the appointed Director Deschutes andDirectors one and WestGeneral County and five Deschutes Business threeCounty; At-Large to Directors represent South North, the Top 4Transient Tax Lodging from Deschutes collectors Membership. ThereGeneral are Directorsby four appointed BoardDirectors annually of by is The 13-member the elected COVA GOVERNANCE FUNDING AND SSO 1. 5. 4. 3. 2. Excluding • Excluding • Room • TAX: 2011ROOM CALENDAR YEAR Excluding •

L T C M 30% o Golf Classic Golf County areas Deschutes of unincorporated a visitor development. monthsseason’ and the targeted timeframe by COVA for O a C grewand Bend at 6.5%. T t the same ratet the 6.7%). same (County 6.3%,Bend nd everaged private sector marketing privateeveraged sector partnerships ravel Oregon Marketing Cooperative Regional Program radition inCentral Oregon) the at County grew 9.5% tax orporate Eventfor theorporate Pacific Amateur sponsorship ounty grewounty at grew 8.2%and City at 5.5%. ctober through December are throughctober December the ‘non-peak/shoulder embership Dues

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The imperative of is the Consortium to: implement the statewide vision for andthe voice industry. the on Steering Committeeserves forto the Consortium state in2005to The collaboration. unite industry COVA CEO a steering from leaders around committee industry the of The brought Consortium TourismHospitality together & CONSORTIUM TOURISMOREGON &HOSPITALITY Oregon’sof tourism $8.7billion industry. lifeof for Oregonian’s by strengthening impacts the economic createdwas by the legislature in2003to enhance the quality govern the Travel Oregonprograms. staff and TravelOregon Oregon Tourism Commission who is board a9-member the Oregon Tourism Travel Commission (dba Oregon). The represent Regional Destination Marketing Organizations on 2010,COVA’sIn to by the appointed Governor CEO was TOURISMOREGON COMMISSION destinations urban our of messaging the west of mountains. with COVA the for Central advocate as Oregon amidst the development inOregon, for industry at avoice has the table statewide. partners Central industry our of Oregonrespect COVA’s the earned has over leadership four thedecades past 4. 3. 2. 1.

C U I B nform, mobilize andnform, activate mobilize the industry e the network catalyst for tourisme the network inOregon lose researchlose gaps nite the industry morning andhitthesnowy slopesof bipolar home base for sport lovers:bipolar homebaseforsport Here, alongthe you cantrail-run “‘The region makesablessedly rushing Deschutes Riverrushing inthe Mt. Bachelor intheafternoon.” Sunset Magazine - - Magazine Sunset REPRE 2012 COVA ANNUALREPORT IN

Date THE / 7/12 4/2 S February 2011 February E N T S IN TATEW G CE rev A Wasco (south) Jefferson Deschutes Crook To Jobs Local/State Taxes Payroll Visitor SpendingatDestination Retail Sales Recreation Air /Ground Transp. Food Stores Eating /Drinking Accommodations Total Impacts 2011 Oregon Direct Travel Impacts 2011 CentralOregon Travel Expenditures* 2011 CentralOregon Total Travel Impacts* Total Impact N County t I

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Expenditures O $507.6 Crook Travel 419.8 $26.7 $26.7 22.8 38.3 $4.7 t REG 3.7 4.0 2.8 4.4 7.1 N

A Deschutes $107.7 $419.8 116.3 57.6 51.9 48.4 37.9 $144.9 Payroll 118.9 ON *(Expenditures pluswages), inmillionsofdollars $9.0 7.2 9.8

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COVA’s Official Central Oregon Visitorsis: Guide website are views page monitored annually. mail inquiries are received half-million and one Morecampaign. than 250,000telephone and advertising $1.6million our and promotion to piece all inquiries receivedresponse from Central Oregon Visitors the primary as Guide” COVA the produces award “Official winning VISITORSOREGON GUIDE CENTRAL OFFICIAL THE Redmond • Distributed • Placed • Mailed • A • Distributed • Distributed • Distributed • statewide. Centers, and CVB’s Convention Commerce, Chambers of C o a Centers. Oregonof Welcome t w Oregon. Central c i in and around the region. and do to see resource everything of guide i the western U.S. withpartnerships Travel Oregon. s Central Oregon’s most comprehensive A-Z n the COVA Reservations Center. COVA the n Reservations he nine Official State Official nine he ondos, motels and B&B’sondos, throughout irport distribution.irport ffices throughout OVA partner

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N TRAL INFORMATION &WELCOME CENTER VISITOR REGIONAL OFFICIAL THE location in the heart of the Old Mill District in Bend, District Mill theinBend, of Old inthe heart location days and convenient inan accessible aweek easily seven Open business development and relocation referrals. Development offices to share lead prospects related to withpartners Chambers Regional Commerce of and Economic by COVA’s advertising COVA and promotion campaigns. to respond all inquiries Specialists generatedClient Service fulfillment center client. of each specific meet to needs the COVA and inquiry operates areservations/response regarding expansive our region. and diverse COVA’s access providesto outstanding tourism location full-time staff of qualified experts to answer experts of full-time staff anyqualified questions High speed wireless internetHigh speed access is with available along a to more than 3,000visitors month per inthe summer season. approximately 2,000walk-in visitors each month, increasing information for travelers. The COVA Welcome Centerserves O O REG ME CE

Date ON / 7/12 4/2 N TER

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by Comcast SportsNet Broadcast Summary: Broadcast SportsNet Comcast Oregon. Central in filmed featuring programming, original sponsored (CSN) and Northwest California with SportsNet Comcast COVA’s apartnership on 2011television focused campaign PROGRAMMING SPONSORED TELEVISION -ORIGINAL CSN-NW • Central • 50+ • 100+ • 100 • 200 • 232 • 802 • 216 • CSN • CSN • CSN-California • S C W Getaway” viewers to aCentral “Win Oregon Summer Vacation Central Oregon eventsand activities and encouraging C CS CS CS subscribers. total 4.6million of C homes. subscriber M and Emerald Downs Live. and Emerald Downs eason Preview State and CIF eason HS Basketball omcast-produced highlighting late a:30spot summer hampionship Fresno,hico/Redding, Reno, Monterey and Reno with a edford, Spokane and Bend with and Bend atotal1.2million of edford, Spokane oman, Outdoor GPS, Blazers Pre Blazers and Post GPS, shows oman, Game Outdoor N-California N-NW N-California

vignettes vignettes commercials commercials Central season recreation suchasraftingandstand-up paddle

event/contest California Northwest

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more than 65PBS markets across the nation. from 2012-2015,in airings with PBS, on the scheduled series from TripAdvisorsponsorship to promote and MMGY Global The secured of America Vacation ManagersAssociation Rental receive aresult. exposure as additional broadcast Getting Away Of inthe “Best combined Together” and will four of episodes one as selected being of the bonus Central Oregon. The CentralsegmentOregon received entirely “Staycations”of filmed and was in location on The CentralsegmentOregon featured popularity the concept in America’s finest vacation homedestinations. thirteen destinations feature vacation areality-based destination travel features the of to Each PBS. air on feature Central Oregonthirteen of half-hour, inone COVA contracted with Film PineRidge &Television to Getting Away Together PBS: on DESTINATION TRAVEL FEATURES TOTAL VIEWERSHIP OFPOTENTIAL AUDIENCE distribution of airings distribution Getting Away Together DE S T Courtesy TRAC Media Services Media Courtesy TRAC IN 2012 COVA ANNUALREPORT AT ION A N D PR the western including: states, inpublications throughoutappeared COVA’s 2011print campaign customers. target to reach more our of is deliveredmessaging portals through media of avariety United • Travel • Sunset • Southern • PNGA • Race • Oprah • NCGA • Parade-style • Golf • Golf • Edible • Destination • Alaska • AAA • • AAA • • and Seattle and Eugene/Salem, Medford, Portland New VIA L IN .A., Sacramento, San Francisco, Sacramento, San .A.,

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and interactive marketing for Central vehicle effective leverage to broadcast the Print remainsreach message. our of acost- which directly and the expands frequency COVA an additional 15%buying power media buyingmedia insures that Central Oregon Oregon. Amulti-tiered approach to in-flight in-flight

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by users tousers share the content. Key improvements were: implement features that and allow media interface with social COVA re-designedthe VisitCentralOregon.com website to To stay current with tourism’s marketing digital trends, and sharing when planning travel networks experiences. social and devices are mobile Numbers of do. the on for the rise use to attractionswhat visit, to about tolearning well as as visit, travelplanning routes, potential places a trip including where to stay overnight, of many for planning tool aspects useful the Internet most see a as Importantly travelers leisure planning trips online. travel, with 76percent online of to American adults plan 90 million by approximatelyInternet used was theof U.S. Travel the Association, According to the most current research VISITCENTRALOREGON.COM when typing search terms. However,when typing COVA all #1on ranks name acity of although internet use search generally supports for the “Central Oregon Brand” is how the region is postioned, CentralAs Oregon’s DMO, Regional optimizing content digital Member • A • A • COVA content networks/services. across social arange of a c r listing to their friends. sitewhich allows visitors to recommend the member and afeature locations mapping to business member look. contemporary esolution images the of region the gives esolution site amore ontent nd featuresnd that asharingso site tool visitors share can

blog rotating “And then there is the golf. Golf Digest recently ranked Central Central ranked recently Digest Golf golf. the is there then “And Oregon as 23rd in the top 50 best golf courses in the world…” world…” the in courses golf best 50 top the in 23rd as Oregon “Adrenaline junkies get the juices flowing on whitewater rafting rafting whitewater on flowing juices the get junkies “Adrenaline trips, rock climbing wall and awesome mountain biking trails.” trails.” biking mountain awesome and wall climbing rock trips,

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as communicates regularly with more than 750Twitter followers, from “Likes” of 537 toincrease addition, 10,650.In COVA and travel deals resulted inan activities Oregon lodging, which promoted Central Spring Co-op Campaign Travel Oregon Facebook inthe 2011,participation In tourismof information for the region. to improve the perception that COVA is the authentic source emails distributeddatabase. to the highly-qualified subscriber COVA’s email marketing resulted inaof470,000 efforts total a and images events, with along participating members upcoming to acustomsubscribers web featuring page travel deals from renewed for athirddrove campaign year in2011.The email The successful CentralOregon Travel Club e-mailprogram E-MARKETING ppeal for Centralppeal avacationdestination. Oregon as

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v from aTravel Oregon grant the program known Regional as to International marketing for the region are possible made than 1percent COVA’s of annual budget) resources dedicated COVA’s partnership with Travel (less Oregon.modest The Central Oregon’s International marketing are by led efforts INTERNATIONAL MARKETING tax-free destinationtax-free appealing. like Oregon very acation annually.weaker The dollar makes visitingsales U.S. a 1.

IN C media from aroundmedia the globe. appointments with international tour operators and travel COVA5,150 attendees, in155face-to-face participated & International Pow Wow. With total of acombined West and 2011U.S. Summit, Travel Marketplace Media OVA represented the region by attending the 2011Go TER Earned Media - InternationalEarned -Domestic Media Earned Total People of inAttendance Number at hosted tours Total Media/FAM of Number tours hosted by COVA* The RCMP is by a governed Stakeholders MarketingCooperative Program (RCMP). Committee, with representatives from each Organizations and Chambers Commerce. of Central Oregon Destination Marketing average a significant contributor economy.our to The making the internationalcounterparts, visitor visitors stay 3times longer than their domestic Whilewide spaces. open here, International as 12,000 miles away 12,000miles as to experience Oregon’s N we knowwe that visitors will travel far from as lion’s share Central of Oregon’s emphasis, receive CanadianWhile our neighbors the implementation. RCMP program management and Oregon’s Central of management for the conduit as are to serve privileged involvement at the state we level, With COVA’s and regional scope AT

international With aPRbudgetof$30,000in 2011,COVA realized an ION M 2012 COVA ANNUALREPORT edia value inexcess of$2.5millionforCentralOregon. COVA’s Pu

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rev 144 IONS 35 A

by golf stage. Our regional and local sponsors are to pivotal the sponsors regional Our and local stage. golf andthe CallawayPING event athe on national help showcase World,like Golf Taylormade, Cleveland, Ashworth, adidas, destination. agolf Oregon as Nationally renowned sponsors more annually than for media Central $100,000inearned and helps generate fees, entry and participant sponsorships managed by COVA. The self-funded PacAmthrough is 100% only,the and first, and event directlydeveloped region-wide The Pacific Amateur is GolfClassic conditions. course weatherbest-of-season and golf still while for the allowing period, inanon-peak drives business Day weekend, the PacAmLabor Augustthe of week into last leading duringthe “slumpScheduled week”, Destinations50 Golf inthe World. the of one Top Digestas by Golf to Centralled Oregon’s designation amateuris aworld-class event that comprehensive destination marketing, golf of The Centralpart PacAm, a Oregon’s annually.$3 million inexcess of impacts economic Oregon for the event and generates tomore Central than 1,200people andfriends family, the PacAm welcomes than theby 50%of accompanied field moreof than and with 600golfers, more The PacAm grown has Classic. fieldto a tournament World the inthe Golf west, Pacific Amateur Golf playing host to the largestAssociation amateur golf the 15th2011 was the year of Central Oregon Visitors CLASSIC GOLF PACIFIC WORLD GOLF THE AMATEUR “The Golf World Pacific Amateur Golf Classic Classic Golf Amateur Pacific World Golf “The has made Central Oregon the DR the Oregon Central made has Pacific Pacific 2012 COVA ANNUALREPORT N orthwest Golfer - February 2012 February - Golfer orthwest Date / 7/12 4/2 DRAMA for every golfer. “ golfer. every for DRAMA SI G N ATURE EVE

rev E A AM A AM throughout the region, with the Central Oregon Visitors The takes nine PacAmplaceon tournament courses golf 21, the Bulletin, and Pepsi. Brewery Deschutes Channel News KTVZ Broadcasting, Horizon Sunriver Resort, events success Lithia and include Airlines, Auto Alaska Dealers, million for local non-profitorganizations inception. since forits local million charity eventsinCentral Oregon, having over $1.7 raised eventGala The 20 years, remainsof one most the successful charity.selected directly the benefit proceeds Celebrating facility, items auction pledge ticketbeverage, and paddle sales, Gala The is event only the wherein community of 100% food, procurement, for the event. ticket and volunteer support sales selection throughbeneficiary donation entire event from preliminary The Gala Annual Visitor Industry COVATHE AT GALA RIVERHOUSE THE tourism to partners give industry for COVAopportunity and our is Riverhouse atanother The The Riverhouse produces the Riverhouse The way. COVA inpartnership with toback inabig the community

by N D D for the week-long event. w length Association staff and local contractors, operating contractors, local staff and Association and managing all aspects of this of event. annual golf and managing all aspects Ireland and the United Kingdom. The average ith total economic impacts of more of than $3million ith impacts total economic In addition,In COVA is honoredthat Festival our of Golf charity event duringthe PacAmGolf raised has and from as far away as Australia, South Africa, away far and Africa, from as South Australia, as over &Girls $130,000forClubs the of Boys The PacAm brings visitorsThe PacAmfrombrings across the nation Oregon. Central N T

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S counties. TRY PART TRY requiring accommodations throughout County. Deschutes have dozens welcomed large, of nationally groups recognized Central the years, Over Oregon and the DCFE participants. requirementsthe lodging exhibitors for the DCFE and COVA Bureau aHousing as to accommodate serves to business the region. booked duringthe FAMformed weekend that will generate future resultingwithfrom benefits long-range the relationships from partners of throughout acollaboration was the region, meals and activities, hospitality.accommodations, This FAM FAM by providingspecialized complimentary opportunity COVA’s from partners this throughout the region supported is a top priority. to California Southern service to expand commercialeffort air City. Lake Salt 2012,aconcerted In markets inthe Bay Denver Area, and to initiatedhas key air service new The CentralService Oregon Air Team leisure travel. and business commercial travel supports equally between s part COVA’s tourism destination marketing plans are an integral Commission and EDCO. airport consultants, airport Robert’s Field and (RDM) are executed inpartnership with the presentationsThe within are the strategicdeveloped plans of presentations to the region’s key commercial air carriers. commercial via targeted and meetings air service for Central Oregon to and grow sustain Central Oregon’s Commissionthe Airport and Economic Development COVAFor decades, partnered has with Airport, the Redmond MMERCIAL C ustainability to are the we ustainability region as adestination that o

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