STRATEGIC PLAN PROGRESS REPORT OCTOBER 2019 PHOTO: BROOKE WEEBER BROOKE PHOTO: ABOUT The Oregon Commission (OTC), dba Travel Oregon, is a semi- independent agency that serves as the state’s destination management organization. Travel Oregon is focused on building strong, stable communities that welcome a diversity of explorers. A nine-member governor- appointed commission oversees the work of the agency approving the budget and strategic plan. The OTC strives to create a better life for all Oregonians through product and community development, destination sales and marketing, regional investments and matching grants that strengthen the economic impact of the state’s $12.3 billion tourism industry that employs more than 115,000 Oregonians. MESSAGE FROM CEO

Dear Commissioners, will be productive and informative as we review, discuss and receive updates regarding the following: Welcome to the ’19-21 biennium and our new Strategic Plan • Proposed 2019-21 Budget Modification Progress Report (previously the • Research and Indexes Travel Oregon Staff Report). • IPW (international trade show) and the Oregon Road Over the past few years, and Rally with the improvement in technology, Travel Oregon • Upcoming legislative session has made a concerted effort to • Columbia Gorge Tourism Alliance Progress highlight Travel Oregon’s work • Fire Impacts in the Gorge in the most meaningful way: Strategic Plans, Annual Reports, Year in Review reports, Travel Oregon Dashboards, RCTP • Travel Oregon Competitive Grants Program Dashboards and others. With technological advancements • Only Slightly Exaggerated campaign results in place, we have been exploring ways of making this report • Travel Oregon Industry site launch even more impactful, inspiring and informative – and we hope you like the result. On Monday evening, Oct. 14, starting at 6:30 p.m. we have the opportunity to join local hosts, RDMO partners and Travel We look forward to our upcoming meeting, October 4-5, Oregon staff for a special dinner on the 2019 in Cascade Locks, where we have ample community Sternwheeler. Dress for the evening is casual, but make sure engagement opportunities. Please refer to the full Itinerary you grab a jacket for this cool Oregon fall experience. for specifics on where to be and when – but highlights include: We look forward to all that this new biennium holds and continue to be grateful for your service on the Oregon • Sunday, Oct. 13 (12:00 p.m.) – Participation in Trailhead Tourism Commission and to the State of Oregon. See you in Ambassador training and volunteer work shift the Gorge! • Monday, Oct. 14 (8:00 a.m.) – Pacific Crest hike Best regards, Commissioners will be staying at the Best Western Plus Columbia River (735 WaNaPa St.) and individual confirmations will be sent to you separately. The Commission Briefing and Meeting will be held atThe Todd Davidson Gorge Pavilion (395 SW Portage Rd.). Our time together CEO

OREGON TOURISM COMMISSION

Chair Vice Chair Scott Youngblood Nigel Francisco

Don Richard Lucinda Maria Mia Kenji Greg Anway Boyles Ponzi Sheppard Sugahara Willitts DiNovo VISION A better life for all Oregonians through strong, sustainable local communities that welcome a diversity of explorers.

MISSION We inspire travel that drives community enhancement and economic development. Through innovation and partnerships, we share the stories of Oregon’s people and places, deliver world-class experiences, strengthen the industry, work to ensure all travelers feel welcome and preserve Oregon’s way of life and its natural places.

VALUES

EVERGREEN § We strive to preserve Oregon’s natural beauty with everything we do § We build strength and resiliency for a sustainable future § We balance work and life with our love for Oregon and the people in it

TRAILBLAZE § We lead the way through innovation § We lift each other up while driving forward § We set the bar high and aren’t afraid to fail

TRUE NORTH § We take ownership of our work § We honor our commitments

CANOPY § We celebrate and invite diverse cultures, perspectives and voices § We show up for each other and our industry EQUITY STATEMENT Travel Oregon is committed to ensuring our work helps Oregon become a more equitable destination, so all who travel the state can enjoy their journey and feel welcome. Our work aligns with how we value Oregon and its communities, our staff and our industry partners. We define equity as: when all people have equal access to the same resources to potentially reach the same outcomes. To that end, we want all people to have access to enjoyable throughout Oregon.

We are committed to the following shared values: § Understanding what equity is and acknowledging that not all people have the same starting point. § Being life-long learners regarding equity and committing to the necessary repair work when we misstep. § Working to ensure our intent aligns with our impact. Travel Oregon is growing in our understanding of the myriad intersecting identities people hold and how some identities are rooted in systems of oppression. We aim to remove barriers from all travelers. Addressing equity through an exploration of people’s held identities helps us to build a stronger more unified community — a community where we see race, age, ethnicity, sexual orientation, gender, gender identity, gender expression, religion, visible and invisible disabilities, socio-economic status, and all of the intersecting identities therein, and we know that in these differences lies our strength. STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 2

OCTOBER 2019 COMMISSION MEETING TABLE OF CONTENTS

AGENDAS 4 Tourism Commission Briefing Agenda 5 Tourism Commission Meeting Agenda

STRATEGIC PLAN PROGRESS REPORT OPTIMIZE STATEWIDE ECONOMIC IMPACT 6 Align and optimize Travel Oregon sales, marketing, development and partnership programs and empower the industry to do the same 6 Facilitate the development of world-class tourism product and experiences with a focus on priority gap areas 9 Support high-use destinations to manage the impacts that stem from visitation 9 Inspire overnight leisure travel from key markets

SUPPORT AND EMPOWER OREGON’S TOURISM INDUSTRY 26 Offer development and training opportunities to meet the needs of the industry 28 Support and enhance an industry-leading information network as the trusted source for all things Oregon 29 Convene industry action networks to influence stakeholder action and increase collaboration 32 Fulfill and respond to unforeseen opportunities and challenges as defined by Oregon’s tourism industry

CHAMPION THE VALUE OF TOURISM 34 Grow and align strategic partnerships and stakeholder base to leverage resources and build capacity 35 Activate, engage and inspire new and existing advocates through compelling communication tools and messaging

RUN AN EFFECTIVE BUSINESS 38 Deploy agency-wide IT training on agency expectations and utilization of shared technology platforms 38 Prioritize professional development and wellness through a diverse, equitable and inclusive culture of learning and continuous improvement 39 Continuously improve, communicate and ensure alignment on policies and procedures

ADDENDUM

40 Apendix 43 Strategic Planning 44 Return on Investment

OREGON TOURISM COMMISSION 46 Biennial Budget STRATEGIC OREGONPLAN PROGRESS TOURISM REPORT COMMISSION – OCTOBER BRIEFING 2019 4

OCTOBER 2019 COMMISSION MEETING Other Business Reports, Updates Discussions & Research Updates - Discussion of Proposed 2019-21 Budget Modification Welcome andIntroductions

OREGON TOURISM COMMISSION BRIEFING Legislative Update Road Rally Update IPW Update Transient Tax Research Development of Seasonality Index ManagementSituational Destination Analysis Tool

Monday, 2019 October 14,

Cascade Locks,OR97014 1:30 –4:00p.m. 395 SW Portage Rd. The Gorge Pavilion

Chair Youngblood Sara Morrissey BillPerry & GregEckhart Petra Hackworth Jeff Hampton & Kathleen Stewart Sara Morrissey Ladan Ghahramani Ladan Ghahramani Andrew Grossmann & Chair Youngblood OREGON TOURISM COMMISSION MEETING Please signinifyou wish to provide Comment ortestify Public Hearing. Public under To accommodate as many contributors aspossible please abide byrequirements stated onsign-insheet. Tuesday, October 15,2019 9:00 a.m.–12:00p.m. Cascade Locks,OR97014 395 SW Portage Rd. The Gorge Pavilion STRATEGICOREGON TOURISM PLAN PROGRESS COMMISSION REPORT MEETING – OCTOBER 2019 5

Chair Youngblood Chair Lizzie Keenan Chair Youngblood Chair

Chair Youngblood Chair Reed, Emily Tkach, Renee and David Duncan Lipps, Caroline Hinatsu, Stan Stice and Nate Woodard Michelle Eckhart Greg Bryan Mullaney, Wright and Kevin Jamie Porter & Jorgensen Kate Youngblood Chair

Chair Youngblood Chair CASCADE LOCKS, OR LOCKS, CASCADE The Gorge Pavilion Gorge The 395 SW Portage Rd. Portage 395 SW Cascade Locks, OR 97014 Locks, Cascade 9:00 a.m. – 12:00 p.m. a.m. – 12:00 9:00 Tuesday, October 15, 2019 October Tuesday,

as many contributors as possible please abide by requirements stated on sign-in sheet. on sign-in stated by requirements abide please as possible contributors as many Next Tourism Commission Public Meeting – December 9-10, 2019, Florence, Oregon

Please sign in if you wish to provide Public Comment or testify under Public Hearing. To accommodate accommodate To under Public Hearing. Public or testify Comment provide to wish in if you sign Please Review of Commission Packets Commission of Review Remarks Chair Fire Impacts in the Gorge Impactsthe Gorge in Fire Update Grants Oregon Travel campaign Spring Update/Fall Exaggerated Slightly Only Industry Site Update Oregon Travel Columbia Gorge Tourism Alliance Progress Update Progress Alliance Tourism Gorge Columbia Approval of Minutes of Approval Modification Budget 2019-21 Public Hearing on Proposed Adoption Modification Budget 2019-21 OREGON TOURISM COMMISSION MEETING COMMISSION TOURISM OREGON [email protected] and indicate “October 2019 Commission Meeting” in the subject line. If you have any questions or comments related to today’s proceedings or presentations, please email us at

Adjourn Other Business Other

Reports, Updates & Discussions Updates Reports,

Commission Action Commission Commission Business Commission Public Comment Welcome and Introductions Welcome Welcome Local

Chair Youngblood Chair Andrew Grossmann & Grossmann Andrew Ghahramani Ladan Ghahramani Ladan Morrissey Sara

Jeff Hampton & Hampton Jeff Kathleen Stewart Kathleen Petra Hackworth Petra Eckhart Greg & Bill Perry Morrissey Sara Chair Youngblood Chair

Tool Analysis Destination Situational Management Index Seasonality of Development Research Tax Lodging Transient IPW Update IPW Update Rally Road Update Legislative

Other Business Other Welcome and Introductions Welcome Modification Budget 2019-21 Proposed of Discussion - Updates Research & Discussions Updates Reports, STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 6

Cultural Trust, Oregon Community Foundation, Other funders serving onthepanelinclude:Oregon Association Conference inJohn Day onSeptember 16. a funders panelsession at theOregon Museums The Travel Oregon grants team participated in Funders Panel Participation December 31. October 2019andJune 2020. TheAnnualReport isdue venues for visitingteams willbeapriority between locations across thestate to becomepotential training World Theopportunity for ChampionshipsinDoha. be alarge focus duringandafter theupcoming2019 and meetings. Marketing andpromotional efforts will Much ofthework thusfar has been related to planning Oregon21 submitted itsMid-Year Report onJune 30. Competitive Large Grants Program View theawardee list. promote thevisitor industry. support worthy projects that willenhance,expand and $2.4 millioninfunding.Grant dollars awarded willhelp Travel Oregon received 153grant applications for over of 2020. Funding impactsallseven regions ofthestate. with alltheawarded projects to becomplete byOctober in Competitive SmallGrants fundingonSeptember 12, Travel Oregon awarded 30projects, atotal of$470,996, Competitive SmallGrants Program OCTOBER 2019 COMMISSION MEETING COMPETITIVEPROGRAM GRANTS OPTIMIZE STATEWIDE ECONOMIC IMPACT partnership programs and empower empower and programs partnership sales, marketing, development and Align and optimize Travel optimize Align and Oregon the industry to do the to same do the industry opportunities for potential applicants. the state, whilealso increasing theawareness ofgrant mission andfundingprioritieswithfoundations across continues to work to develop greater awareness ofits and Oregon Community Foundation. Travel Oregon Murdock CharitableTrust, TheCollins Foundation funders include:TheFord Family Foundation, M.J. Conference inOntario onSeptember 26. Additional presentations at theEastern Oregon Non-Profit Oregon also participated inapairoffunding Oregon Heritage andOregon Humanities. Travel Hood andOakridge to bethehighestrated mountain methodology, we found Ashland,Baker City, Bend,Mt. transportation, bike shops/retail andculture. Using the are complemented byvisitor services like lodging, class ridingopportunitieswithin100milesthat that isbased onhaving at leastfive days of world- the visitor experience ofmountain bikingdestinations The project team developed amethodology to assess mountain bike destination. project to fillthe gap andshowcase Oregon asaleading working onanasset identification andpromotion our state’s mountain bikingexperiences andhasbeen Travel Oregon identified a gap inthepromotion of in Oregon Promoting Top Mountain BikingDestinations OFSTATEWIDE SIGNIFICANCE PRODUCTDEVELOPMENT AREAS Facilitate of world-class the development tourism product and experiences with a experiences and product tourism focus on priority gap areas priority on focus STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 7

CASCADE LOCKS, OR LOCKS, CASCADE Klamath Basin Cultural Heritage Action Action Heritage Basin Cultural Klamath Update Team action team Heritage Basin Cultural The Klamath tours audio three promote to card a rack published also The action team year. earlier this produced A War: The Modoc guide for a printed developed enhance the storytelling to Lost audio tour Homeland of the experience. Recreation Outdoor Valley Tualatin Greater Update Studio and promotion the curation, identifying After as a priority routes cycling of adventure enhancement the Greater studio, recreation outdoor during May’s an extensive has completed community Valley Tualatin of and the development project installation hub bike Ambassador the Bicycle through routes cycle new on the available are routes cycle All new Program. . website Valley Tualatin Greater Development: Brochure Cycling Adventure that brochures two developed The action team mountain cycling, road the subregions highlight brochures 30,000 Over routes. biking and gravel centers visitor 12 different to been distributed have in the area. Wild Rivers Coast Food Trail Food Coast Rivers Wild Trail Food Umpqua Great Trail Food East Gorge Trail Food Valley South Willamette OREGON TOURISM STUDIO ACTION TEAM PROGRESS Klamath Basin Outdoor Recreation Action Action Recreation Basin Outdoor Klamath Update Team recreation/bicycle Basin outdoor The Klamath the following has completed action team tourism vision its 15-year of support the realization to projects tourism: for • • • • biking destinations in Oregon and curated content content and curated Oregon in biking destinations of days five to promote routes bike existing five for using the Bicycle riding in the destination consecutive traveloregon.com. for Program Ambassador media will pilot the social Oregon Travel This fall, mountain Ashland and Oakridge of the new promotion can content the new how assess to experiences bike we gap fill the promotional help to to be presented the entire and publish to promote We plan identified. concept in Spring 2020. destinations in five days five on Landing Pages Program Food Oregon traveloregon.com Trails Food an Oregon developed Oregon Travel culinary and highlights that landing page four dedicated As part of this effort, in Oregon. trails for: been created have pages • STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 8

OCTOBER 2019 COMMISSION MEETING initiate theproject. grant fundsandin-kind timeto using Oregon Tourism Studio along theNoni Trail System signs andreassurance markers action team also developed As partofthiseffort, and theOregon Timber Trail. connection between Lakeview to helpimprove visitor’s developing mapsandtrails Adventure Trails” concept, expand ontheir“Outback action team continues to The Recreation andTrail Recreation Studio Update Oregon’s Outback Outdoor Review thearticleinSunsetMagazine onlinehere. Choice Travel Award from Sunset Magazine inAugust. accolades, winningBestFoodie Editor’s The North Coast Food Trail continues to receive Studio Update Tillamook County Culinary&Agritourism and Travel Portland’s Director’s Park . Beach. Therack cards have beenplacedat local transportation optionsto, from andwithinCannon the group was to create arack card that listsvisitor during visitsto theNorth Coast. Theinitialeffort for participation inalternate transportation options network also identified theopportunity to increase campaign expected to launchinsummer2020. The Oswald West State Park) andastewardship messaging this summerat Cape Kiwanda,Rockaway Beachand Coast through atrailhead ambassador project (started visitors aboutways to appreciate andrespect theNorth encourage responsible visitation byengaging withits vision. Thenetwork hasidentified theopportunity to identified to supportthe realization ofits15-year to complete thepriority impactareas that were submitted atourism studiomatching grant application The North Coast Destination Management Network North Coast Tourism Studio Update to life duringthemonths ahead. like. Thecommunity isexcited to see thisproject come draft ofwhat aneventual visitor brochure couldlook include into theupcomingfarm loopanddevelop a community identified aninitial set ofbusinesses to To supportthiseffort,the John Day River Territory the Eastern Oregon Visitors Association (EOVA). existing farm loopsthat have beendeveloped through that willeventually beincludedinto thefamily of opportunity to develop afarm loopinitsdestination The John Day River Territory hasidentified the Agritourism Studio Update John Day River Territory Culinary& brand identity for TSOC. on itspublicmaterials moving forward. Thisisthefirst sub-regional brand for theSouthCoast that itcan use Travel SouthernOregon Coast (TSOC) to develop a Coast region. Aspartofthiseffort, OCVA worked with with Lookout Co. to develop anew brand for theOregon The Visitors Association (OCVA) worked Southern Oregon Coast Tourism Studio Update greater SoutheastOregon region. designation asatourism development strategy for the Committee leaders are working onactualizingthis Oregon, theStudioAction Team andStudioSteering for present andfuture generations. Travel Southern recognition program that works to protect night skies a priority project for thebiennium.Thisisaglobal securing theInternational Dark-Sky designation as Recreation Studio, community leaders identified As anoutcome oftheOregon OutbackOutdoor Team Update Oregon’s Outback Dark SkiesAction STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 9

from key markets Inspire overnight leisure travel CASCADE LOCKS, OR LOCKS, CASCADE SPRING 2019 FINAL CAMPAIGN SPRING FINAL2019 CAMPAIGN 31) (APRILRESULTS 5 – MAY DEVELOP A BASELINE OF MANAGEMENT DESTINATION NEEDS IN OREGON LEARNINGS INDUSTRY The “Only Slightly Exaggerated” (OSE) campaign (OSE) campaign Exaggerated” The “Only Slightly travelers inspire to launched on April 5 using animation over all off-the-beaten-path, come find happiness to video (hero), hero a 1:45 second created We Oregon. and nine :15s cutdowns two (s), one :30s, one :90 second 2018) which from (including the seven :06s cutdowns earned and paid our owned, through utilized were up more were we By the end of the campaign, channels. more and drove sessions, website than 36% in overall and paid, social across million impressions than 183.3 and the over-delivery earned media. numbers, These the belief reinforced media category, in almost every on all results strong drives compelling creative that platforms. With the support of Ecotrust’s mapping team, Travel Travel team, mapping the support of Ecotrust’s With it will of the tool initial version an completed Oregon a baseline of developing measure its key monitor to use Strategic in the 19-21 managements destination for view now can Oregon Travel the tool, Plan. Through and residential industry engagement from results is broken that on a map of Oregon studies sentiment priorities visual where better by zip code to down has led to of the tool Development being voiced. are solicit to processes consistent of more the creation support industry to tourism on Oregon’s feedback about the collection and interpretation data future industry. tourism needs of our state’s evolving Forum Day Tourism 2019 World Development, VP of Destination 27, On September Day Tourism the World at spoke Dahl, Kristin on the emerging Focused D.C. in Washington Forum joined a panel of Kristin concept of Impact Tourism, in been leading the way have that other destinations the quality improving for potential tourism’s leveraging the world. around of destinations the impacts that stem from that impacts the visitation Josias Escobedo Josias Travel Hackett, Bob and Niva Brad Supervisors: (TSO) Southern Oregon Medford) (office in Valley Rogue Location: Valley Rogue Studio Region: Tourism Oregon Studio & Agritourism Culinary Emily Bradley of Reedsport City Wright, Jonathan Supervisor: Douglas Coastal Valley/ Umpqua Lower Location: Southern Oregon Studio Region: Tourism Oregon Studio Tourism Rural Coast McFall Katie Valley Middlestadt, Willamette Tori Supervisor: (WVVA) Association Visitors Valley Willamette Location: Valley Willamette Studio Regions: Tourism Oregon Valley Mid-Willamette Studio, Recreation River Studio & Agritourism Culinary Support high-use destinations manage to VISITOR TRANSPORTATION VISITOR CAPACITY BUILDING IN OREGON OREGON IN BUILDING CAPACITY TOURISM STUDIO REGIONS on traveloregon.com Landing Page Car-Free itinerary published a car-free Oregon Travel In June, itineraries compiles 10 car-free that landing page since been developed have that Oregon throughout the highlights also page landing The updated 2017. Alliance’s Tourism Gorge of the Columbia results website. Free Car Gorge Columbia Resource Assistance for Rural for Rural Assistance Resource (RARE) Environments the for been secured have RARE positions Three in Oregon. term 2020 service 2019-July September term service placement’s Details about one additional at this time. being finalized is also with local working are RARE placements The new development accomplish destination to partners the Oregon from stemming efforts to related outcomes program. Studio Tourism • • • STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 10

• • variety ofdigitalchannelsincluding digitalvideo, viewability, impressions, andmore. pay for. 3 2 1 • below isarecap ofperformance bychannel: stories. Keeping that inmindwhencomparingresults, to date, setting records for social, web traffic, andPR OSE campaign was ourmostsuccessful campaign seen from previous OSEcampaigns. Thespring2018 The springcampaign results continued thesuccess Paid Media Results Overview • OCTOBER 2019 COMMISSION MEETING due to relationships ithaswithvarious OTAs, hotels andairlines. • • •

Industry benchmarksare determined bytheInteractive Advertising Bureau (IAB).They use fieldstudies to determine industry-wide measurement guidelinesacross a Adara isa3rd party attribution partner. Byplacing tracking pixels onour digital ads, Adara can tell uswho hasseen oneofour adsandthenactuallybooked atripto Oregon Over-delivery occurs whenwe get more impressions delivered thanwhat thepartneroriginallyoutlinedto us during thebuy. These are bonusimpressions we donothave to sports coverage. Thisbuyover-delivered shows like TheVoice, American Idol andlocal broadcast andcable programming dueto hit TV: Online Travel Agent (OTA) partnerships: was 3%higherthanindustrybenchmark of78%,with avideocompletionrate which (VCR) 16.2 millionvideoviews (up51%over lastspring) Digital Video: Premium digitalvideogenerated Custom content: below lastyear’s springcampaign. traveloregon.com withacostperclickthat was 13% spend of44%,we saw a66%increase inclicksto cost-effective traffic driver. Withanincrease in Paid search: Continued to beaconsistent and spend. 25% increase inimpressions witha23% decrease in For comparison, year over represents year a (YOY) over-delivery was equivalent to aspendof$254,765). by 75% for atotal of87.5 millionimpressions (the Out-of-Home (OOH): Over-delivered impressions 45% decrease inspend. similar amount ofimpressions over lastyear witha of $19,000. For comparison, thisyear we received a million impressions. Thisequates to anaddedvalue Cinema: Over-delivered by14% for atotal of2.4 (equivalent to $122,000). - - - - CTR. benchmark, butwas 8%below lastcampaign’s rate (CTR) for thebuy, at 0.11%, was 6%above its was 26%below itsbenchmark. Theclick-through The TripAdvisor buyshowed aVCR of55%,which below lastyear’s VCR by16%. 83% VCR, whichwas over benchmarkby11%and On Sojern,we earned3.7 millionviews withan benchmark. an engagement rate of1.3%,whichwas 42%below Atlas Obscura’s custom Oregon map generated which was 167%greater thanbenchmark. engagement (comments andlikes) rate of3.2%, The Chefsfeedpartnership generated an Delivered 56millionimpressions across 2 1 , and17% by18% • • • • Video: Social Results Overview • • • Key Learnings–Paid Media: spend. the state so these are minimumlevels ofrevenue and Note: Adara captures roughly 54%ofhotel rooms in • On Twitter, thehero video performed thebest shorter videos. our audienceandmaintained ourlow CPVs for the campaign made theshorter videosmore familiar to followed bythe:06s and0:15svideosthroughout the The strategic release ofthe1:45hero videofirst video unitsat around $0.01. across boththehero andthecut-down view (CPV) We maintained efficient delivery withacost-per- 184% increase in paidviews compared to lastspring. Facebook, Instagram andTwitter. This represents a andgenerated 5.7last spring) millionviews across We spent 22%more onvideounits(compared to can invest more heavily ingoing forward. cost perclickorengagement. Thisisachannelwe spend ofpaidsearch withoutnegatively affecting the We also showed that we can continue to increase the awareness. impressions, makingthemefficient drivers ofmass both tacticssignificantly over-delivered onplanned By prioritizingkey releases andhightrafficked units, relevant highimpactspacesfor theOSEmessage. Cinema andOOHconsistently provide visually to drive furtheron-site engagement. work intandemwithTravel Oregon’s content team engagement rates. Moving forward, mediashall to clickthroughs to traveloregon.com andstrong content partnerships. Thisstrategy successfully led to honedigitalvideotargeting and tailorcustom nature wanderer andfoodie-focused) allowed us Active Adventurer (action seeker, animallover, Focusing onthefour key nichequalitiesofthe Adara based ona46%increase inpages persession YOY. from paidsearch showed increased engagement lower thantheprevious year. Ontopvisitors ofthat, - - - - Cost perbookingwas down 67% bookings are up137% YOY Hotel revenue isup147% YOY via 17,806 hotel bookings Digital mediadrove $3.8 million inhotel revenue 3

STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 11

$0.20 $0.53 Cost Per Click (CPC) (CPC) Click Per Cost 9,000 121,000 Goal 15,708 159,251 Clicks designed for Instagram) have generated generated have Instagram) designed for CASCADE LOCKS, OR LOCKS, CASCADE 4 story stickers Instagram Oregon Travel 1,730,547 impressions based on consumers, Travel Travel on consumers, based impressions 1,730,547 them in Instagram using or partners Oregon, the Dinner was sticker performing The top Stories. is waiter the where Selection Sticker, foods selections of the different around swinging Solidarity of Oregon including a bottle available, times. 737,668 viewed was wine. This sticker Twitter impressions. 663,824 generated have GIFs content in either posted GIFs to use fit is a natural questions or statements to or as fun responses that the 12 tweets the audience. From from were there published using the OSE GIFs, were and 28,484 engagements 227 views, total 4,897 impressions. where natural landmarks, such as hot springs, springs, as hot such landmarks, natural where a lot This post gained popular on Instagram. are the with but also only with clicks not of attention of engagements. highest level the highest number received image Lake The Clear with 6,231. articles the Twitter clicks for of website cost-per-click (CPC) out in the lowest This resulted $0.05. of all articles at (GIFs Sweepstakes ad Sweepstakes • Influencers: on million impressions 1.8 generated Influencer efforts the OSE campaign. for and Facebook Instagram 14 to compared influencer trips, did four We of trips The smaller number year. influencer trips last to each influencer allowed multiple regions across a natural, and created time in the state spend more pace allowed This slower experience. travel slower • Ad Unit Ad ads traffic Website and GIFs: Stickers • The (CPV) View Per Cost $0.015 $0.01 Goal 500,000 600,000

Views Views 2,863,176 2,833,202

We spent 15% more on click ads YOY and generated and generated on click ads YOY 15% more spent We in (a 153% increase the website clicks to 174,595 last spring). to paid clicks compared the article received Springs the Hot On Facebook, This of engagements. most clicks and highest level observed have we trends with social consistent was The Facebook hero video had 1,105,303 total views views total video had 1,105,303 hero The Facebook and the most engagements paid and organic from per video with 41,239. Hiking the Dunes and videos, Of the :06s and :15s of views). best (in terms videos performed with 1,188,212 total views from paid and organic organic paid and from views total 1,188,212 with people On average engagements. total and 21,056 our compared video on Twitter, 50% of the watched of 47.3%. average We ran 18 Instagram stories featuring the campaign campaign the featuring stories 18 Instagram ran We traveloregon.com. to traffic drive to creative the website 4,287 clicks to generated stories These impressions. and 270,133 GIFs are an animated feature that can be used on social platforms using assets uploaded to Giphy. uploaded to assets using platforms on social be used can that feature an animated are GIFs Click Ads: Click Ads: • • • • Instagram Stories: Instagram • • 1:45s hero Ad Unit Ad :15s + :06s Spots 4 STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 12

• • • hit that elevated thetripseven more. surprisingly, theinclusionofanimalsineachtripwas a and delight intheirdiscoveries across Oregon. Not the audienceto get to know eachinfluencerbetter • • Key Learnings from SocialMedia: destinations. in thefuture aswe lookto promote lesser-known inspiration. Thiswill beatrend we willinvestigate always onthehunt for “almost-secret” locations for is notsurprising,consideringthat folks onsocial are than stories that covered better known areas. This experiences, like lookout towers, performed better of interest suchasClearLake andalternative lodging In addition,story content that includesuniqueplaces OCTOBER 2019 COMMISSION MEETING campaign. the top five performing influencerposts forthis was ahitwith11,417 engagements, placingitwithin often features dogs andwildlife) inseveral years. It make anappearance ontheaccount feed (which Marquam HillRanchwas thefirst alpaca photo to @foodbellyPDX’s photo ofthealpacas at the best with1,155clicksonTwitter. stories andwebsite article.Her articleperformed the featured themthroughout herInstagram gridposts, Elena of@findmeoutsidetraveled withherdogs and per post. typically receive anaverage of4,733 engagements influencer content with32,517engagements. We Wildlife became the mostengaged pieceof The cheetahphoto by@2traveldads from the campaign. less buzz socially asthiswas thesecond year ofthe declining organic reach onFacebook, there was also While partofthiswas attributed to thecontinually the hero spotinterms ofreach andvideoviews. We saw lower overall organic performance of view timeof8.64% for lastyear’s :90svideo. 18.51%; whichwas muchhigherthantheaverage The average view timefor the1:45svideo was % New Sessions Avg Duration Session received significant web traffic. the new hotsprings andpet-friendlyhotels stories showcasing offbeat attractions across thestate, while The mostpopularsubpage was “Oregon Oddities,” connected regions to additionalpartsofthecreative. food. Thisallowed more flexibility instorytelling and target audienceinpettravel, actionsportsandlocal that over-indexed against ourActive Adventurer assets byactivity themesandincorporated niches web design,whichsplitcontent byregions, we grouped updated stories. Incontrast to lastyear’s campaign The hubfeatured ninesubpages and56new and pages persession were upsignificantly over lastspring. places to go inOregon. Overall sessions, pageviews and magic ofOregon to life through real things to doand experiences showcased bytheOSEvideoandbring traveloregon.com was to immerse audiencesinthe The goal ofthecampaign landingpage on Traveloregon.com andContent: • • • • • Pages/Session Pageviews Number of users Number of sessions YoY - All Users costs from lastspring. average of$0.01 perview. Thisisinlinewithour Our CPV across allvideounitswas ontarget, at an deeper content ontraveloregon.com. Facebook isstilltheleaderindrivingconsumers to for thehero video(50%)andengagement withGIFs, While Twitter outperformed interms ofwatch time Twitter adswere mixed interms ofperformance. increase ofcostto runtraffic content on Facebook. previous campaigns, whichisaresult ofthegradual Paid search adswere slightly more expensive than traveloregon.com. to have ahave alonger lifespan asastory on enables thecontent from theInfluencerprogram audience. Theadditionofthefollow uparticle takeovers provided adeeper connectionfor our Engaging fewer influencers for more in-depth campaign spotandusage ofInstagram stories. reach, driven bythestrong creative tieto the Instagram stickers provided exceptional organic 2019 4/5 - 5/304/5 - 71.6% 2:08 4.45 4,318,977 738,742 969,552 2018 3/12 - 5/6 - 3/12 72.0% 2:09 3.68 20.9% 2,632,527 547,497 715,068 -0.5% -0.8% 64.1% 34.9% 35.6% Change STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 13

CASCADE LOCKS, OR LOCKS, CASCADE 24,560 unique sweepstakes entries unique sweepstakes 24,560 2,619 new email subscribers (10.66% conversion rate) conversion (10.66% email subscribers new 2,619 primary language, with the goal of inspiring them to them to inspiring of with the goal language, primary was The content spaces. outdoor in Oregon’s find joy clicks to than 23,000 more and drove received well was which a CPC of $0.38, period at the in a two-week campaign content. than the standard efficient more caters that site a Spanish language maintain While we a and publish via traveloregon.mx market the Mexico to byways scenic guide promoting print Spanish language digital we created time the first this was with ODOT, audiences. domestic Spanish-speaking for content Sweepstakes – 24 May from ran The Spring email sweepstakes the sign up for to subscribers new 10 and drove June on Oregon-based brought list. e-news We Outdoor and equip the our reach expand partner Rumpl to during the the following captured We winner with gear. period: promotion sweepstakes • • Relations Public 41 stories garnered team the Communications In total, story million and an average of 113.6 with a circulation the spring 2019 campaign. for of 9/10 141 launch of OSE garnered last year’s Comparatively, of 456 million and average with a circulation stories Oregon while spring 2017 (Travel of 8.3/10, score of 130 million a circulation 9 stories, garnered salmon) of 9.2/10. score and an average clearly YOY of stories in number The differential of the 2018 OSE campaign. nature the viral indicates the did not see OSE coverage And while this year’s increased score the story as last year, numbers same “quality” which signified the of stories 9, to 8.33 from a Travel from included quotes (coverage improved traveloregon. click to to ability spokesperson, Oregon The Oregonian, coverage: Some of the top com, etc.) . and Syfy.com AdWeek.com Overall sessions, pageviews and pages per session session per and pages pageviews sessions, Overall campaign. of the duration the for up were 2% was approximately to the hub page Traffic traffic was which of overall (by pageviews), a to (11%), due than last spring lower significantly content deeper to of paid clicks percentage larger year. this being up significantly traffic and organic of 75% down scrolled hub page the to 21% of visitors with last in-line this was content; view to the page least at scrolling hub visitors spring with 25% of 75%. deeper content; for clicked visitors 33% of hub page visitors than last spring with 41% of lower this was were numbers These content. more clicking for into deeper traffic driving social due to anticipated hub or of the campaign instead Ideas Trip related hub pages. thematic • • • Spanish Content reach Spanish-speaking effectively more to In order on in Spanish published content we audiences, in created was The content traveloregon.com. OPB journalist NW and former Vive with partnership of a subset targeted The campaign De La Torre. Roxy Spanish as their uses that target Adventurer our Active • STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 14

for themto leverage thecampaign locally. including videos, style guide,mediaplans andphotos on industry.traveloregon.com offering new creative The OSECampaign Toolkit was available to partners Industry Outreach • • Key Takeaways + Leisure to nameafew. USA Today, Chicago Tribune, LonelyPlanet andTravel Publications we metwithincluded:Los Angeles Times, coverage results inthecomingmonths from thistour. to Oregon, agoal ofthese trips. We expect to see Several writers have expressed interest incoming map depictingnoteworthy locations across thestate. story ideaswithagraphic and share OSE-inspired Angeles andSanFrancisco to meetwithtop tiermedia In May, theCommunications team traveled to Los FranciscoLos Angeles/San Desksides outlets covered thelaunchaswell. broadcast coverage, numerous newspapers andonline positive news stories later that evening. Inadditionto KPTV, KOIN andKGW allattending andproducing of thenew video. Themediaday was successful with local mediawere invited to get anexclusive first look On Friday, April5we heldamediaday at WKwhere Media LaunchDay at Wieden+Kennedy (WK) OCTOBER 2019 COMMISSION MEETING weekend. the advertising-buy iflaunchtakes placeduringthe we willholdamedia event at leasttwo days aheadof a Friday can bechallenging.For future campaigns, Launching acampaign orsending press releases on year campaigns. numbers asyear one,asisoften thecase insecond- we were up against achallenge to reach thesame 2018 garnered significantly more coverage. We knew yet it’s nosurprise that theinitiallaunch ofOSEin We received interest from local andnational media, March 22andreached 4,548industry contacts. industry through thegeneral industrynewsletter on The campaign andtoolkit were shared withthe Powell’s BooksonDecember 7. in earlyDecember and celebrate withareading at of thestory. Lastly, we willrelease aphysical book weekly launchofregional assets andregional portions written story for thebook.We willthenfocus onthe Our next steps are to finalize the regional creative and them to experience Oregon’s winter season. on traveloregon.com, pre-order thebook, andinspire and social mediato drive consumers to view thestory The campaign will leverage OOH,digitalcontent print, an appreciation for Oregon bounty andlocal products. all year round, andhaving diningoutmore thanmost, Wanderer”“Winter are prioritizingadventure, hiking subset ofour“Active Adventurer.” Characteristics of We Wanderer,” willtarget the“Winter whichisa and physical story book. content willculminate withthecreation ofadigital region andauniquewinter activity. Theweekly Content willroll outeachweek, focusing onaspecific activities andlocations to feature inthecreative. in partnership withregional partners, developed paid mediathrough December. Travel Oregon, The campaign willlaunchOctober 15andrun Oregon. participate inexciting winter activitiesthroughout were featured inprevious OSEcampaigns, asthey Squatch. Thestory willfollow these characters, which creative bydeveloping anillustrated story ofYeti and Eugene andBend.We willleverage theOSEcampaign Portland, withsecondary targets ofSeattle, Boise, find happiness inOregon. Ourprimarytarget willbe our OSEcampaign asaway ofinspiringpeopleto This fall, we willcontinue to buildonthesuccess of FALL 2019CAMPAIGN STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 15

. 6 CASCADE LOCKS, OR LOCKS, CASCADE While this additional value can be partially attributed be partially attributed can While this additional value and OSE campaigns, The Game Oregon: the Travel to the Marketing of work is the result a lot of this success with did teams Marketing Services and Integrated and monitor meticulously to Miles Partnership priorities quarterly. and content both technical address The big story this year was that traffic from organic organic from traffic that was this year The big story traveloregon. to of traffic source (the largest search, up 18% and 59%, respectively, were com) and social channels alone two These year. last to compared from (52.8% of all traffic us with nearly 72% provided social). from and 18.9% organic 2018, since September search organic look at When we had point, we’ve Since that growth. had remarkable we search organic from sessions additional web 463,000 standpoint, this a value From traveloregon.com. to worth $264,000 is in traffic increase and time on site 5 Based on pay-per-click pricing for the traffic. traffic. the pricing for on pay-per-click Based This was expected because the percentage of traffic from Travel Oregon: The Game, (which by design drives Pageviews) is much lower in FY2018/19. FY2018/19. in lower is much Pageviews) Game, (which by design drives The Oregon: Travel from of traffic the percentage because expected This was 5 6 DIGITAL CONSUMER PLATFORMS DIGITAL Annual a with strong out the year closed we 18-19, FY For breaking 4.25 record- at a to close in traffic bump 6.1% million of 3.62 our goal (exceeding million sessions 27% down were Pageviews sessions). Q4 and Led primarily by the spring campaign to Q4 traffic search, in organic the resurgence the same to compared up 31.1% was traveloregon.com with well held up trends Engagement period last year. 4.6%. down duration session up 46% and pageviews consecutive two saw this quarter, significantly, Most (591,833 traffic website of record-breaking months Prior to respectively). and June, in May and 608,631 web than 500,000 more reached we the last time May, 2016. June was in a single month sessions Traveloregon.com Traveloregon.com was up 42%. was STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 16

Social Media social engagement andtraffic thisquarter. Instagram stories andSpanishcontent also boosted creative andcontent. Inaddition,theincreased use of to relevant content andengagement viacampaign the OSEcampaign bydrivingvideoviews, clicks The overarching social planthis quarter was to support campaign launchanditsassociated content. reach up142%. Thiswas driven primarilybythespring Overall social engagement remained strong withsocial Q4 • • rolled out: backlog. There were two notable enhancements industry website andaddressing themaintenance Q4 was focused onsupportingthelaunchofnew Traveloregon.com Platform Updates: OCTOBER 2019 COMMISSION MEETING or bygoing here. Willamette Valley Food Trail” ontraveloregon.com new Trip Idea template bykeyword searching “South aiding intripplanning.You can see anexample of the provides visitors withgeographic context, further map. Thisenhancement isimportant because it points ofinterest withinthecontext ofaninteractive developed, enablingthecontent team to showcase Maps onTrip Ideas: Anew Trip Idea template was clicking here. Welcome Center”ontraveloregon.com orby AWC landingpage bykeyword searching “Ashland any welcome center inthefuture. You can see the experience that can beleveraged by(andcurated for) foundation creating ahighlycustomizable, branded template usingtheexisting region template asa ideas andinformation. Theteam thencreated anew and provide geographically relevant trip-planning presents anopportunity to connectwithvisitors complimentary Wi-Fi to visitingguests. This Landing Page: Thenew welcome center to provides The AshlandWelcome Center (AWC) Wi-Fi was above 50%. completing theentire story. Ouraverage retention rate than 123,312 impressions with 60% ofviewers “Local Lingo” was highlyengaging, generating more Instagram engagement before springcampaign launch. was released intwo partsonApril1and2–boosting included gameshow-style graphics andsounds and mispronounced Willamette Valley. Thefinalproduct Dalles, Yachats, Wallowas Heceta, andtheinfamously asked to pronounce Oregon locations suchasThe shot interview style, where peopleonthestreet were series was produced over asingle afternoon and Replicating aquiz-show format, thisInstagram inspired byafeature inour2016-17 Visitor Guide. we launchedamulti-day series titled“Local Lingo,” Instagram’s new quizfunctionality instories. InApril, In Q4we experimented withoriginalcontent using engagement, videoviews, etc.). we can control (clicksto traveloregon.com, content measurables that are deemedimportant andones As we work to review metrics, we are tracking Twitter showed strong engagement. and engagement metricsunpredictable, Instagram and algorithm tweaks andprivacy concernsmadereach Overall, social reach was up1.2%for FY 18-19. While Annual STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 17

. 8 Actual Actual Rate Click (average) 19% 19% 23%

from 55% to 55% to from 7 Click Goal Rate 19.7% 23% 24.4% Actual Open Rate (average) 22% 29% 29% Open Rate Goal 22.6% CASCADE LOCKS, OR LOCKS, CASCADE 23.5%

Email

programs allow for ongoing communication with communication ongoing for allow programs of mind. top Oregon keep to travelers potential Annual the due to in subscribers decrease a anticipated We Protection Data General from regulations upcoming certain remove us to (GDPR) which force Regulation within our database. subscribers unidentifiable GDPR to related cleanse data Ahead of the scheduled list cleansing necessary performed we in June, our email help improve to in February maintenance removed in February While the cleanse deliverability. planned, it was than originally subscribers more no were subscribers these the best action because hurting and were with our emails engaging longer the removed We score. and sender our deliverability with GDPR in June. associated subscribers remaining perform us to it will allow Marketo, have we that Now basis to on an ongoing list cleansing maintenance maintain in subscribers, one-off purges large avoid email and improve database email engaged a more deliverability. all across subscribers with 116,376 ended the year We in subscribers drop a 38.9% This was email lists. three purges, with these However, year. the fiscal for subscribers our active increased we 78.8% YOY. For FY 19-20, we are prioritizing email prioritizing email are we 19-20, FY For YOY. 78.8% goals. acquisition as one of our top above and are strong were Email open and click rates and publishing industry standards travel general 17.9% Core Culinary Outdoor Mailchimp 2019 Benchmarks Mailchimp 4.55% via 21.92%; Click Rate & Publishing, Open Rate, 2%; Media Click Rate 20.03%; Industry Open Rate Travel Active subscriber – defined as having opened an email within the last 6 months or clicked on an email within the last 12 months. on an email within the last 12 months. or clicked opened an email within the last 6 months – defined as having subscriber Active 8 7 Email Marketing programs consumer email marketing Oregon’s Travel The email FY 18-19. for initiative key as a identified were Q4 with subscribers gains strong list saw The Outdoor YOY lists saw and General The Culinary up 55% YOY. 19% and 54%, respectively. in subscribers, decreases lists. all three for strong was the quarter for Engagement a more maintained as we be the trend to This continued all beat rates Open and click-through audience. active rate, the culinary click-through for except numbers YOY the for metric down the only engagement which was quarter. In May, we continued the experimentation with a wine the experimentation continued we In May, Produced Month. Wine quiz in support of Oregon this Instagram Board, Wine Oregon with input from and educate test to poll features incorporated story wine. aspects of Oregon our audience on various difficult. more and then became easy Questions started audience in drop a significant saw we As predicted, increased. as the difficulty and viewership retention a great was of 58% and rate The wine quiz had a retention style educational a more in testing learning experience and inspirational the informational to video compared that however, post. It is noteworthy, typically ones we the 10-question quiz! completed viewers 8,894 STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 18

through amediabuyonFacebook. analytics/display-advertising-clickthrough-rates/ 10 9 • • • • publishing program thisfiscal are: and 9%above sales from FY 17-18. Highlights from our in sales, whichwas 2.6% above ourgoal of$785,400 We closed theyear after generating nearly$806,000 FY 18-19 was arecord year for ourpublishingprogram. Revenue Update: OCTOBER 2019 COMMISSION MEETING • • • • • Q4. Thepublishinglineupincluded: We produced, publishedanddistributed 86stories in Q4 update: PUBLISHING & CONTENT & PUBLISHING Your StoryEverywhere isaprogram offered (YSE) by Travel Oregon that allows partners to purchase acustom-produced story on TravelOregon.com that ispromoted Consider that inQ4,across alladformats andplacements display adCTR isjust0.05%. https://www.smartinsights.com/internet-advertising/internet-advertising- (YSE) sponsored content program, Your Story Everywhere On thedigitalside,ouremailproducts and 27% increase from FY 17-18 Travel Oregon’s portionoftherevenue share saw a the scale andscope ofcontent produced. resulted ina13%decrease incostswhileexpanding Increased digitalproducts andincreased sales have revenue. and stillaccounts for more than60%oftotal generated over ahalf-million inadrevenue dollars For thefirst time ever, the2019-20 Visitor Guide Bikeways’ 10-year anniversary andrideevents. Oregon Timber Trail, Cycle Oregon, Oregon Scenic 8 cycling-focused stories that promoted the efforts. campaign anddiversity, equity andinclusion(DEI) 10 Spanish-language stories aspartofspring to supportthespringcampaign. 9 thematic story collections(featuring 40+stories) travel to Oregon. to storytelling, prompting anemotionaldesire to 6 seasonal features that took along-form approach timeframe. mind withcontent related to three-month booking 20 news stories designedto keep Oregon top of Consider: - - - astounding average of3.5% sell outannually. Clickrates for adsgarnered an Our emailprogram isoneofthefirst products to sponsored products. mentioned seeing direct bookings from these spent; additionally, some advertisers have YSE stories garner higherthan average time FY 16-17 andwas 11%above ourrevenue goal. YSE revenue hasdoubledsinceitdebuted in 9 , continued to bepopularwithpartners. 10 . Eco Film Fest onSeptember 26. festivals regionally andwas shown at thePortland of color. Thefilmiscurrently beingpitched to film to transform ourstate into arecreation hubfor people queer African American woman, whoisonajourney Museum. OurTrails Too tells thestory ofMercy, a on May 20at apacked theater at thePortland Art Film andthe#OregonMade Foundation premiered The first filmfundedbyourpartnership with Oregon #OregonMade Grant Update preparation ofincreased visitation. and acollectionofcar-free getaways inOregon in Trail, avideofeature ofpro runnerLauren Fleshman, guide to paddlingtheLower ColumbiaRiver Water Woodburn’s Mexican andcelebrations heritage , a tempranillo intheUmpqua Valley, alookinto Scenic Bikeways, awinelover's itinerary of round-up ofbike-friendly lodgingalongOregon Northeastinto Oregon’s cultures indigenous , a Summer seasonal features includedanexploration • • in theworks are: marketing objectives. Thethree otherfilmscurrently focus ondifferent themesthat support Travel Oregon grant program. Thegrants are offered quarterly and #OregonMade Foundation, notTravel Oregon’s The program isadministered through the that inspires travel to oraround thestate. who are producing innovative content aboutOregon Film to supportlocal filmmakers/content creators This film was part ofourpartnership withOregon events, including11sponsored stories. special partnerrequests and/or specificpartner 24 specialproject stories produced to support magic ofOregon’s winter (release date infall 2019). Oregon Winter: Two shortfilmscelebrating the STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 19

, a variety of on Mt., a variety spring skiing Hood, CASCADE LOCKS, OR LOCKS, CASCADE Continued partnership with Ski Oregon highlighting highlighting Ski Oregon with partnership Continued such as ski and snowboard offerings, seasonal camps biking and mountain activities ski area summer on legendary as a spotlight , as well opportunities Gerry Lopez and snowboarder surfer for Board Wine with Oregon Annual partnership story included an updated that Month Wine Oregon click ads, , Facebook about biodynamic wineries wine in the Alexa quiz, and a feature Story Instagram activation guide beginner tips with a first-timer’s Offering , , an roundup to and clamming clinics, about crabbing information trip at camping a last-minute book to and how Parks State Oregon to Stories Instagram to use efforts Increased spring campaign from content, website distribute and seasonal trip ideas highlighting to stories upcoming events such as messages, prevention Sharing wildfire on weekends key tips, around campfire . and Instagram Facebook CONSUMER COMMUNICATIONS COMMUNICATIONS CONSUMER Q4 33 stories garnered team In Q4, the Communications million and an average of 364.8 with a circulation during Q4 last Comparatively, of 8.4/10. score story of with a circulation 62 stories garnered we year, are We of 8. score story million and an average 358.6 improved, and circulation score our story that pleased publications, of top-tier a higher number signifying traveloregon.com. and links to stories feature Oregon yielding 17-18 Q4 FY due to down was count Story results and immediate media requests reactive more media tour. our NYC from • • • • • 10 new stories to support spring campaign, support spring campaign, to stories 10 new media influencer social to related including four , , culinary interests trips themed on pet travel fun featuring and family adventures ambitious blended family an LGBTQ Week & Tourism Travel mark National to 2 stories ” and “Made Matters Travel “ this year’s to relating ” themes in America recreation, outdoor about accessible 2 stories and guided trails ADA-friendly featuring sports adaptive Diversity in the Outdoors: Tells the story of two of two story the Tells in the Outdoors: Diversity who Cleopatra, and Analise Aly Nichlas women, and forest desert Oregon’s across 325 miles cycle TBD). date (release trails three follows Trees” in “Teens & Health: Outdoors ditch they as Portland from urban adolescents Creek Opal into offline and adventure their devices night spend the to forest old growth Wilderness’ in December date (release canopy high in a tree 2019). Other content highlights include: highlights Other content • • • Scenic Byways Update: Scenic Byways of the Scenic Byways version the current reprinted We and English this German, Chinese guide in French, this is part of a in past reports, As stated quarter. Department with Oregon partnership longstanding on focus us to and allows (ODOT) of Transportation and content inspirational and educational creating travelers of providing obligation fulfill its ODOT allows this For roadways. on Oregon’s information navigable in $200,000 nearly contributed ODOT partnership, support.production • • 19-20. in FY be renewed will partnership This content two focusing on creating we’re year, this fiscal For on a specific niche a film based films, adventure more be used to shorts designed experimental and several social. across STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 20

Note: View allQ4consumer coverage Coverage Highlights highlighting Oregon asavacation destination. of Tourism andOptimizingStatewide Impactby Strategic Planimperatives ofChampioningtheValue stories. Earnedmediacoverage helpsusfulfillthe year’s numbers for circulation andnumber of goals, althoughwe were justshy ofmatching last the fiscal year, we are pleased to have metinternal of 1.2billionandstory score of8.3. Aswe close out where we garnered 214 stories withacirculation story score of8.34/10. For comparison, inFY 17-18 stories withacirculation of1.16billionandaverage Overall for FY 18-19, we secured 188consumer Annual OCTOBER 2019 COMMISSION MEETING attended. Ourhopeisto make thisabiannualevent. feedback from bothourpartners andthemediawho were thrilledwiththeoutcome andheard wonderful new story ideasandcontacts for future references. We new relationshipsandthemediareceived withmedia, everyone involved. Ourpartners were ableto establish seven RDMOs. Itwas amutuallybeneficialoutcome for with 45mediaattending andparticipation from all Overall, themediamarketplace was ahuge success wine (includingOregon Solidarity Rosé )andcraft beer. the marketplace, featuring appetizers, musicandOregon establish relationships. Anetworking reception followed partners through one-on-one meetings to share ideasand top local freelancers andjournalistswithourRDMO Portland. Thepurpose ofthisevent was to connect Oregon Media Marketplace at PlazadelToro inSE with Travel Portland’s PRteam, hosted theinaugural On June 27, theCommunications team, inpartnership Oregon Media Marketplace • • • • information to Oregon: the mosttrusted source for travel inspiration and the objective ofTravel Oregon’s content team to be Interim reflect findings (sixmonths ofsurvey fielding) intended date oftravel. and thefollow-up survey sent after thewebsite user’s is completed whenawebsite user visitstraveloregon.com of two surveys includingawebsite intercept survey that content sought onthewebsite). Thestudyiscomprised behavioral information aboutwebsite users, aswell as (demographics, psychographics, attitudinal and primary objective isto develop awebsite user profile tourism research andmarketing company). The being conducted byDestination Analysts (aleading part ofalarger studyofstate tourism office websites 2019 andwillrunthrough February 2020. Thisis This survey ontraveloregon.com started inJanuary Traveloregon.com Website User Study: Research VISITORSERVICES & INSIGHTS MARKETING Oregon post-use of traveloregon.com (78.3%). Nearly 80% ofout-of-state survey respondents visited Oregon. in makingthedecisionto take atripto andwithin com couldpotentially beconverted bythewebsite users gathering trip information ontraveloregon. Nearly 40%ofout-of-state and70% ofin-state website information onplacesto go/things to do. is to search for inspiration/travel ideasandgather The primaryobjective ofusingtraveloregon.com information specifically for leisure travel (82.8%). Most out-of-state website users are gathering STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 21

to reach younger younger reach to 12 CASCADE LOCKS, OR LOCKS, CASCADE audiences. The first step will be to test this platform test this platform to will be step The first audiences. campaign. the fall for and platforms. formats with content Experiment Facebook provided our largest audience reach (21.8 (21.8 audience reach our largest provided Facebook and million on Instagram 14.6 to million, compared had the while Instagram million on Twitter), 6.8 for 0.25% to compared (6.18%, most engagement and 2.54% on Twitter). Facebook was our most Facebook standpoint, a traffic From clicks to 687,302 providing platform, valuable compared traffic) (85% of all social traveloregon.com from clicks respectively and 19,780 56,629 to and Twitter. Instagram with experiment to continued we On Instagram, stories. Instagram click-driven and both engagement on stories, for no industry standards are While there watch our stories who watch 50% of folks average, the end. them to Instagram between difference a marked There’s via Instagram content who watch and those scrollers of a “lean is more (IGTV). back” platform TV IGTV meaningful more desire appear to and viewers such as our “Living with features Long form content. Distilling” “Freeland “Shipwrecks” and Wildfire,” view a much longer garnered longer were videos that of Zen or videos such as Moments time than shorter spots. advertising of TikTok the viability Explore • Guide Orders Guide individual guide orders than 50,000 more were There YOY, drop a 16.7% represents While that FY18-19. for an was (FY17-18 FY16-17. over it is a 10% increase Solar Eclipse, as it included the Total year atypical for the boost guide orders significantly which helped to period.) for content our social auditing from Takeaways 18-19: FY • • • • 19-20: in FY social for areas focus Key • lasted 4.3 days, with 4.3 days, lasted 11 Almost two-thirds of out-of-state website users users website of out-of-state Almost two-thirds during cities/towns or more visiting four reported using the website after Oregon their visit to (62.3%). This is nearly double what we see for the average the average for see we This is nearly double what & Runyan in our Dean Oregon to traveler Impacts report. Travel Oregon Associates - - reported in-market spending of $399.18 per day for for per day spending of $399.18 in-market reported party. and their immediate each visitor The average incremental trip incremental The average Travel Oregon will share more comprehensive comprehensive more share will Oregon Travel of the final delivery the study following from results in early 2020. report TikTok is a social platform for creating and sharing short lip-sync, comedy, and talent videos. It is much like Snapchat and Vine and extremely fun to fun to and extremely and Vine Snapchat It is much like videos. and talent comedy, and sharing short lip-sync, creating for platform is a social TikTok Incremental trip is one in which a visitor decided to visit Oregon based on their experience with the website. on their experience based visit Oregon decided to trip is one in which a visitor Incremental 12 11 use. In September 2018, TikTok surpassed Facebook, Instagram, YouTube, and Snapchat in monthly installs in the App Store. https://www.vox.com/ installs in the App Store. in monthly and Snapchat YouTube, Instagram, Facebook, surpassed TikTok 2018, In September use. culture/2018/12/10/18129126/tiktok-app-musically-meme-cringe • Fulfillment the completion of our first marked The end of FY18-19 Logistics. vendor Source with fulfillment working year of this with the successes been pleased have We shipping and processing including faster partnership, and cost-effective service, customer improved times, distribution of individual and bulk orders. Visitor Life Cycle Management (VLM) Management Life Cycle Visitor the through guides consumers that VLM is a project are we this, Using decision making process. travel in the visitor are travelers where identify better able to the them with simultaneously provide and lifecycle the them to move time to the right at content right have We on their decision-making journey. stop next We project. 1 of the VLM phase officially completed marketing and launched our new selected now have we In this phase, Marketo. platform, automation our consumer databases, and merged cleansed and have Marketo to our email program migrated We platform. emails out of the new begun sending 2 of the project, which will phase on to now are with industry best include aligning our email program expect can you Some of the improvements practices. an refresh, email template a transactional are see to and email series a welcome center, email preference campaigns. email reactivation • STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 22

• • generally affluent Indianconsumer, Oregon serves met directly withtheIndianconsumer. For the Travel Oregon distributed Oregon collateral and and attended byover 15,000 people.At thisevent The event was promoted throughout theBay Area fashion anddesignstargeted to theIndianconsumer. on products, services, travel, arts, crafts, literature, two-day event withover 250boothsandexhibits The Festival oftheGlobe IndiaDay Mela Fair isa Festival oftheGlobe IndiaDay Mela Fair: tour isco-sponsored byDeltaAirLinesJapan. agents sell Oregon tours to theirclients. ThisFAM experience ofOregon asatourism destination helping agents infall 2019. Thistour willprovide first-hand with afamiliarization (FAM) tour for theirtop travel operator, chose to highlight Oregon H.I.S., product Asaresult ofmeetings,media. popularJapanese tour network andmeetwith30members oftheJapanese and Seoul.Thisevent provided theopportunity to USA Japan &Korea SalesMission inTokyo, Japan business appointments duringtheannualBrand operators andbuyers inone-on-one,business to Travel Oregon metwith15key Japanese tour Brand USASalesMissionTokyo, Japan and TRADESHOWS &SALES MISSIONS Silicon Valley, August 16-17 Seoul, Korea: July 2019 OCTOBER 2019 COMMISSION MEETING accounts. Travel Oregon social accounts andourdomestic content creation anddelivery across boththeglobal can ensure more efficient account management, Collaborate withGlobal Salesto examine how we social media. we willexplore ways to extend those conceptson popularity ofoursponsored content program, YSE, for partners withInstagram stories –given the Explore monetization andco-opopportunities Ireland’s largest selling dailynewspaper. The latest was July’s editionofTheIndependent, her experience, continues publisharticles about Oregon. a number ofarticlesandtelevision appearances sharing Travel Oregon hosted FAM tour andhas sinceproduced An Irishjournalistwhovisited Oregon lastfall ona The Independent, Ireland: July 2019 • • Discovery Tour. 2,900viewers entered to winthe tour. viewers to signupto winanIntrepid Travel: Oregon end ofeachsegment,there was acall to action directing encourages off-peak season bookings to Oregon. At the in July because itisduringNew Zealand’s winter and the segments. Theteam decidedto airthesegments Hood andCentral Oregon were allhighlighted during aired over four consecutive weeks inJuly. Portland, Mt. on Oregon. Eachsegment was five minutes longand trip, TheCafé onTV3 created andaired four segments decision makers for theirhouseholds. Asaresult ofthis Café onTV3 reaches 50,000 viewers dailywhoare key Intrepid Travel were partners for thecrew’s trip. The Oregon hosted FAM tour inMay. Hawaiian Airlinesand the Café onTV3, came to Oregon to filmviaa Travel New Zealand’s number onemorninglifestyle program, The CaféonTV3:New Zealand,May-July 2019 Chinese Canadian market isagoal for Travel Oregon. and theMcKenzie River. Gaining mediaexposure inthe trip highlighted Portland, theWillamette Valley, Coast consumers intheGreater Vancouver B.C. This area. Boulevard targets theluxury lifestyle ofaffluent Chinese Oregon feature story withphotos. Thiseditionof Magazine (Surrey), whichwillresult inafive-page Travel Oregon hosted themanagingeditor ofBoulevard Boulevard Magazine, Canada:June 2019 which they planto visitfor 10days inthespringof2020. a thisyear, withtheexception oftheCoast, the booth(pictured) traveled throughout Oregon on Oregon tripandplanto return. Thefinalvisitors to last year came byto say how muchthey enjoyed their day, multiplepeoplewhostopped at theOregon booth Oregon’s second year participating. Throughout the to promote Oregon to those visitors. Thiswas Travel U.S. Participation inconsumershows isaneasy way to visitfamily members working andstudyinginthe Valley andUniversities inCalifornia where they come Indian travelers make theirway to Oregon from Silicon as anenticing destination for afamily vacation. Many MEDIA FAMS MEDIA product page here. View theIntrepid Travel: Oregon Discovery Tour View theCafé onTV3 segments here. STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 23

CASCADE LOCKS, OR LOCKS, CASCADE Canada: July 2019 Canada: July AMA (Alberta Motor Association) Travel, Travel, Association) AMA (Alberta Motor Food Oregon AAA, featured similar to AMA Travel, This of their website. section in the editorial Trails Coast, Rivers Wild the East Gorge, article highlights The Trails. Food Umpqua and Great Coast North Travel Courier, Canada: June 2019 June Canada: Courier, Travel edition in the June story cover the feature was Oregon publication. trade travel top Canada’s Courier, of Travel and Rally in 2019 Road joined the Oregon The editor of the trip. result a direct was story cover this feature has an online The digital edition of this publication . the article here Read 41,000. of circulation 2019 Canada: June Victoria, Boulevard in was of Oregon” “Jewels story travel The feature of an April as a result issue June Victoria’s Boulevard The Oregon. by Travel hosted was media visit that the Willamette Portland, highlights spread six-page has a The publication with photos. and the Coast Valley magazine and is a leading lifestyle 30,000 of circulation and Victoria Greater throughout published bi-monthly Surrey. Magazine Boulevard to is the sister-publication This platform has This platform than 5 million more reviews and ratings and includes booking flights, channels for and tours hotels, The experiences. landing Oregon new Oregon brings page Chinese for life to may that consumers not have otherwise on information found in the past. Oregon August 2019 August MEDIA EXPOSURE TRADE FAMS Mafengwo.cn – China, July 2019 – China, July Mafengwo.cn worked media team China social Oregon’s Travel an launch to Mafengwo at team with the marketing app and website. their mobile on landing page Oregon is a social TripAdvisor, similar to Mafengwo.cn, post to users allows that app and website networking reviews. guides/blogs and travel travel their own The product manager and tour director for North North for director tour and manager The product for Oregon visited Collette from America Collette’s to and add to update August time in the first is one Vacations product. Collette tour 2021 Oregon and largest most established America’s of North in bringing and has been critical operators tour group The year. every Oregon to groups multiple tour Valley, Willamette Coast, trip included the South and Mt. Hood/Theand the Central Portland, Gorge Butterfly the Elkton included Coast. Highlights North Rivers along the Wild stops The Mill Casino, Center, Gardens, Oregon Carousel, Albany Trail, Food Coast in multiple wineries Farm, Together Gathering Cape Inn at Lodge, Overleaf Valley, the Willamette businesses local and more Marina, Kelly’s Kiwanda, a on the trip featured Each stop and destinations. in and will result tours for location group-friendly product. tour Oregon Vacation’s Collette to updates Collette Vacations, Domestic Market: Market: Domestic Vacations, Collette STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 24

OCTOBER 2019 COMMISSION MEETING October 2018. sponsored product development FAM tour in as aresult ofaTravel Oregon andDeltaAirLines Valley. Allofthese new products have beendeveloped the Wooden ShoeTulip Festival intheWillamette packages that includeCrater Lake and print catalogs. NTA iscurrently developing new selling inSeptember andare offered viaonlineand Portland andLosAngeles, CA. These tours began seven-night student graduation tripthat includes Portland, OR.Thecompany hasalso created anew, three new tour packages featuring five nights in operator andtravel agency inJapan, hasdeveloped NTA –NipponTravel Agency, theoldesttour NTA –Nippon , book insummer2020. nights inOregon andwillbeavailable to consumers to includes anight inNewport. Thisitinerary hasfour in theWillamette Valley. Theitinerary package also itinerary, highlighting wineries, activitiesandfarms immediately created anew winecountry-focused hosted FAM tour, theCEOofWestern Leisure After visitingOregon inJune 2019onaTravel Oregon Western Leisure, Domestic: June 2019 viewed here. Canada’s number onetravel agency. Thepage can be has beeninbusiness for 92years andisWestern Food Trails isaperfect fit for AMA’s audience.AMA Oregon’s rural communities, so afeature onOregon Canadian visitor tends to travel to andthrough NEWPRODUCT Tokyo Japan –September 2019 • Delta AirLinesSky Clubmicro-activation. media influencerimpressions andinitial results from the activation, includingtour operator bookings, social through thestate. Below are additionalresults from from Japan asthey followed theOregon Mural Trail and through afollow-up FAM tour withinfluencers brought theOSEcampaign to Tokyo, Japan inMarch, As mentioned intheJune Travel 2019report, Oregon OSE Japan Activation Update andAdditional • • MARKETING PROGRAMS MARKETING Results booked 83oftheir(5-6day) Oregon tours. increase from theprevious year, andTabi Kobo has booked 74 oftheir(5-7 day) Oregon tours –a340% tours bookingdata for 2019. has AsofAugust,H.I.S. andTabiH.I.S. Kobo, have released theirOregon The partners from theactivation, regional miniature decorated withseven TheloungeAirport. was Club at Tokyo, Narita Delta AirLinesSky OSE promotion inthe Delta AirLinesonan collaborated with Travel Oregon In July andAugust, Asahi Digital. Instagram, Twitter and 11.6 million views on Mural Trail resulted in that followed theOregon the Japanese influencer The social mediapostsby STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 25 25

2019-2021STRATEGIC PLAN CASCADE LOCKS, OR LOCKS, CASCADE Total reach: 5,572,524 5,572,524 reach: Total 18,191 views: Page Outbound clicks: 2,137 minutes 4:20 on story: time Average 63% of page): bottom (to rate Scroll 973 hours: viewing Total Emails: 1.5 Million 1,529 deal page: Clicks to booking link: 164 hotel Clicks to $25,000 revenue: Estimated 55 bookings: Estimated 125 nights: room Estimated Oregon Food Trails Food Oregon on traveloregon.com Pages Spring 2019 NEW TOURISM STUDIO CONTENT Oregon Business Magazine Highlights the Highlights Business Magazine Oregon Magazine Business with Oregon worked Oregon Travel on 2018 article the fall companion video to a create to an The video provides program. Trails Food the Oregon as of the program, and visual overview informational of the East participants by two narration through told video on our the new watch can You Trail. Food Gorge channel. industry YouTube (TSOC) Coast Landing Oregon Southern Travel Oregon and Travel Coast Southern Oregon Travel the 12 TSOC for pages city published up-to-date have developed was content Each city’s communities. each that so proponents with local in partnership of the presentation an accurate promotes page city were listings OTIS than 20 new More destination. and the as part of this effort in the area developed the Oregon at presented was of this work results meeting Network Tourism Regional South Coast the review can 19 in Gold Beach. You on September . on travelsouthernoregoncoast.com content updated Travelzoo Canada Campaign, Canada: Canada: Campaign, Canada Travelzoo a spring for with Travelzoo partnered Oregon Travel drive can that in markets Canadians reach to campaign pairing campaign, two-part was a This to Oregon. or fly options through booking hotel with content editorial on their website. roundup 20 Deals” “Top Travelzoo’s (email, platforms multiple across consumers Targeting far media), the campaign and social mobile web, reach. viewer 5 million the contracted surpassed story: editorial sponsored for Results • • • • • • results: offer hotel 20 Oregon Top • • • • • • dioramas developed for Travel Oregon’s activation activation Oregon’s Travel for developed dioramas on loop in the club, played The OSE film in Tokyo. available were brochures Japanese Oregon Travel served were wine and beer and Oregon guests, for micro- This promotion. two-month during the inspiring affluent received, well was activation vacation. their next for consider Oregon to travelers was the lounge to of visitors number The total 30,000-36,000. between Expedia: Spring 2019 with Expedia partnered Oregon In April, Travel The Oregon. to spring travel increase to Canada who had Canadians targeted campaign month-long on Expedia. destinations US for searched recently (62%) online travel book their own to tend Canadians being an OTA, one booking platform with the number Canada. in one OTA with Expedia being the number room hotel in 2,000 directly resulted The campaign and a gross passengers, with 2,800 flights 274 nights, dollar invested, $1 U.S. every For booking of $431,508. in dollars in $34.50 U.S. resulted this campaign revenue. with Brand in partnership Oregon, Travel In May, on Expedia booking campaign a winter ran USA, chosen was The timing of the campaign . and in Australia Month” is “Ski May because of mind. top holidays their winter have consumers included content on Expedia.com.au The landing page experiences and winter ski about the various recreation as other winter as well the state across booking portal. and a direct video content options, an additional of this campaign, result As a direct in a booking resulting booked, were nights room 143 There hoteliers. Oregon for of $38,135 total revenue and 1.3 landing page of the campaign 1,104 views were million media impressions. STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 26

• • strategy development andprogram content design: communities anddevelop theconference vision, functionally to focus ontheneedsofOregon’s rural Staff from various departments are working cross- Conference –April 26-28, 2020– reflect theprogram of work. changed to theMeeting Servicesdepartment to better The IndustryServicesdepartment namehasbeen MEETING SERVICES MEETING Central Oregon/Sunriver

2019-2021 Strategic Overview for the2020Oregon Rural Tourism Conference

OCTOBER 2019 COMMISSION MEETING international markets leisure travel fromkey Inspire andgrow overnight Global Sales Research fromstem visitation that impacts manage the to destinations high-use Support Destination Development on priority areas gap experiencesand a focus with productworld-class tourism Facilitate developmentthe of Global Marketing do the same do the empower to industry and the Oregon marketing programs optimizeAlign and Travel communities. businesses andindustrypartners inrural support ourdestination management organizations, collaboration andnetworking opportunitiesto delivers practical andapplicable education, is Travel Oregon’s rural-focused platform that Conference Mission: TheRural Tourism Conference tourism ecosystem. leveraging ofpartnerships for ahealthy Oregon investment ineducation, development and supports rural communitiesthrough continued Conference Vision: TheRural Tourism Conference EconomicImpact Optimize Statewide Offer development and training training and development Offer opportunities to meet the needs to meet the needs opportunities SUPPORT AND EMPOWER OREGON’S

of the industry Strategy Oregon'sindustry tourism by asdefined and challenges unforeseen opportunities Fulfill andrespond to Rural TourismConference the needs of needs the industry the training to meet opportunities Offer development and Oregon's Tourism andEmpowerSupport Industry TOURISM INDUSTRY INITIATIVES -EDUCATION FOCUS IMPERATIVES

build capacity base to leverage resources and andstakeholderpartnerships Grow andalignstrategic Communications messaging communicationand tools advocates throughcompelling inspire new andexisting Activate, and engage Partnerships, Grants RCTP & Champion the Value of Tourism focus oftheconference educational sessions. the RDMO’s regional prioritieswillhelpto shapethe sessions ofkey stakeholder groups. Survey data from and research, anddata collected from several working tourism data from Travel Oregon industrysurveys focus areas have beenidentified utilizingrural Imperatives andInitiatives, theconference education Using Travel Oregon’s 2019-2021 Strategic Education focus areas: • • Conference structure: Desired Conference Outcomes: ------Tuesday, April27-28, 2020 Educational Concurrent Sessions (Monday/ 2020) General Sessions (Monday/Tuesday, April27-28, 2020) Open Networking Reception (Sunday, April26, with inorder to championthevalue oftourism. An understanding ofhow andwhoto collaborate business/organization inarural destination. developing tourism andrunninganeffective Clarity onavailable resources andtools for impact andlivability inrural destinations. An understanding ofhow to optimize economic message intheirown communities. understand how to integrate that welcoming Participants feel welcomed andengaged and

technology platforms and utilization of shared training onagency expectations Deploy agency-wide digital DEI improvement andcontinuouslearning and inclusive culture of through diverse, a equitable development and wellness Prioritize professional Global Marketing Run anEffective (in arural community) Business STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 27

CASCADE LOCKS, OR LOCKS, CASCADE Studio & Agritourism Culinary Valley Rogue Studio Experience This Tourism 23-24): (October Travel with in partnership will be convened and a steering Oregon, Southern Travel Medford, regional and of local comprised committee the communities within serve to organizations and Josephine of Jackson area Valley Rogue a culinary and agritourism In addition to counties. this the subregion, across businesses for education of an Oregon the development has identified region of this two-day outcome as a priority Trail Food workshop. Studio Culinary & Agritourism Coast Central Experience This Tourism 12-13): (November with Travel in partnership Studio will be convened communities in serve to and OCVA Lane County A subregion Lincoln and coastal Lane counties. and fishing, this foraging rich with wild foods, unique the area’s on developing studio will focus into assets and aquacultural agricultural culinary, priorities Key experiences. visitor or expanded new include developing initial studio outcomes for supply chain increasing Trail, Food an Oregon and power purchasing maximize connections to connect the upcoming opportunities to identifying with its existing Trail Food Coast Oregon Central Coast, along the Southern Oregon counterparts and the Valley South Willamette Douglas County, Coast. North Trail – Food Studio Tourism County Polk As a 14): (November Workshop Development Studio Tourism Rural County the Polk to follow-up will partner Oregon Travel concluded in 2015, that to leaders and local Salem, WVVA, with Travel the with training and agritourism a culinary deliver in the Trail Food an Oregon of developing intention area. County Polk (February- Studio Recreation River Willamette Experience TBD): This Tourism dates 2020, May with WVVA, in partnership Studio will be convened and regional and local Riverkeeper, Willamette development on recreation and focus leaders, Program River. opportunities along the Willamette of the recent upon the structure design will expand Studio and include Recreation River Clackamas to committee with the steering work intensive Travel of the program. help shape the delivery with these of meetings a series initiated Oregon leading up to starting in September, stakeholders A 2020. in winter and events public workshops steering and the local Oregon Travel for tour FAM highlight to in September hosted was committee in River along the Willamette recreation river year. hosting the studio next for preparation Fall Oregon Tourism Studio Schedule Studio Tourism Oregon Fall 1. 2. 3. 4. (TOGO) 101 Training 101 (TOGO) OREGON TOURISM STUDIOS TOURISM OREGON PRODUCT DEVELOPMENT TRAININGS DEVELOPMENT PRODUCT Travel Oregon is embarking on a new season of Oregon of Oregon season on a new is embarking Oregon Travel of three includes the delivery Studios that Tourism The Studios during the fall. and Agritourism Culinary outcomes include customized to curricula is refreshed which program Trails Food the Oregon to dedicated priority as the first emphasized have regions all three 2020, In winter come out of the studio. to project Tourism the second will be delivering Oregon Travel recreation. on river be focused Experience Studio to Travel Oregon will host its next TOGO training in training TOGO host its next will Oregon Travel This will be a level 5-6. Locks November Cascade by Bend-based and is being facilitated 101 training aims to The training Sensei. Consulting contractor, needs and operational the unique marketing address will learn Attendees businesses. travel of outdoor strategies, and communication high-impact marketing permits and set-up land-use navigate to and how operations. successful Tour Operator, Guide and Outfitter and Outfitter Guide Operator, Tour 101 Oregon Travel the for been set have and webinars seminars In-person year: of the calendar remainder Association Visitors Coast 7 – Oregon October Summit / Garibaldi Coast People’s seminars 2 in-person Commission Tourism - Oregon 15 – Post October meeting / Troutdale seminar In-person webinar 20 – Statewide November Commission Tourism 9 – Post-Oregon December meeting / Florence seminar In-person Rural Tourism Conference timeline highlights: Conference Tourism Rural and Exhibitor 2019 – Sponsor September launched program Partnerships begins outreach 2019 – Speaker October opens application 2019 – Scholarship November registration and 2019 – Details finalized December testing block room and 2020 – Registration January open reservations Resort/Central Sunriver at 2020 – RTC 26-28, April Oregon STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 28

the winter season. opened for thespringonMay 1after beingclosed for The Ontario andKlamath Falls Welcome Centers combined total of4,170 fewer visitors. decrease inquarterly visitor traffic representing a Falls Welcome Centers. Bothcenters reported a34% visitation reported bytheOregon City andKlamath across allcenters, withthelargest decrease in Quarterly visitor counts were down slightly (1.8%) Q4 2019-2020. Based Servicesstrategy for follow-up supportfor are beingconducted to helpdevelop theCommunity- addition, community year-end project status reports community innew tourism development projects. In to celebrate recent successes andre-engage the new projects. These meetings willbeanopportunity communities inthedevelopment ofexisting and Klamath BasinandOregon’s Outbackto helpguide reconvening meetings inthe John Day River Territory, is planningseveral Oregon Tourism Studio This fall, theCommunity-Based Servicesteam Fall Oregon Tourism Studio Reconvening FOLLOW-UPSUPPORT STUDIO TOURISM OREGON WELCOME CENTERS WELCOMECENTERS Meetings OCTOBER 2019 COMMISSION MEETING industry-leading information network as as network information industry-leading the trusted source for all thingsthe trusted Oregon Support and enhance an an enhance and Support Ashland Welcome Center Center. including ahard-hat visitto thenew AshlandWelcome of thearea to experience local attractions first-hand, destinations. Thelastday concludedwithaFAM tour attractions andproviding updates onexisting a regional overview, highlighting emerging visitor Additionally, Travel SouthernOregon presented counting procedures anddata collectiongoals. initiatives andprogram updates includingvisitor 19. Themeetingfocused onTravel Oregon campaign Ashland for theseasonal kick-off meeting May 16- Managers from eachwelcome center gathered in Training andDevelopment approximately 250,000. and are anticipated to raise thetotal visitor counts to new Welcome Center inAshlandwillbeincluded nearly 200,000. At thistimenext year, counts for the The FY 18-19 visitor count across allcenters was the eclipse. a 42%visitor increase for themonth ofAugust during the fiscal year comparison against FY 17-18 whichhad down 8.1% for FY 18-19. Thisdecrease islargely dueto Overall walk-in visitor counts across allcenters were Annual years inthemaking.Attendees includedcity andstate successful more completionoftheproject, thanten acknowledge thework ofstakeholders involved in the hold aprivate ribbon cutting event andfacility tour to On June 7, ODOT andTravel Oregon partnered to May, andsixtravel advisors inearlyJune. resulting inthehire oftheWelcome Center manager in center staff recruitment through alocal staffing agency, the TSO Board ofDirectors inMay. TSO began welcome A preview tour ofthenew welcome center was heldfor staffing ofthe new Ashland Welcome Center inApril. Travel Oregon executed acontract withTSO for the STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 29

increase collaboration CASCADE LOCKS, OR LOCKS, CASCADE influence stakeholder action and Convene industry action networks to Before the launch of OTIS, there were 26 were there launch of OTIS, the Before we later, years Two Orb. leveraging organizations and including TO) (not strong 85 organizations are (227%). growing listing management streamline is to of OTIS A goal and can be efficient they so that for DMOs efforts do this able to been We’ve widely. their content share API. open-source with a free, partners by providing power using this API to are organizations Twelve listings. OTIS with their website where partners content meet to positioned are We launched functionality we at. are This past year they (RAIA). Application API Integration Rest called pull partner content enables us to This interface was integration successful Our first automatically. created They (OWB). Board Wine with the Oregon imports OTIS that listings of tasting room a feed updates. for nightly by 40%. This was YOY decreased trainings Lastly, existing several were as there not unexpected and a lot of be re-trained needing to DMO partners database. with the launch of the new momentum new onboard to remains opportunity said, That additional provide to DMOs and enhance trainings opportunities. educational Budget vs. Actuals summary Actuals vs. Budget for listing or detail of expenditures Transaction investments RCTP selected REGIONAL COOPERATIVE REGIONAL COOPERATIVE TOURISM PROGRAM (RCTP) Annual Annual OTIS. for year growth a highly successful was 18-19 • • • • 2017-2019 Financial Review Financial 2017-2019 been working has Oregon Travel at team The RCTP a financial perform LLC to with Aldrich Advisors Each region investments. RCTP of 2017-2019 review Aldrich with the following provide to asked was financial details: • • The primary works. 14 As mentioned in the last report, the : As mentioned 13 team was working to integrate the Travefy platform platform the Travefy integrate to working was team of amount a significant after However, with OTIS. with Travefy. integrate decided not to we discovery, functionality supports critical no longer Travefy The team possible. this partnership make needed to again this partnership reviewing possibly is open to change. should anything on working is currently The team usage: Platform within the reports and usage tracking implementing handle a better have This will enable us to platform. this expect We the platform. use partners on how in Q2. live go to functionality several identified The team videos: How-to support to create to like “how-to” would videos we videos series of three is a priority The first partners. API the OTIS how explaining audience for these first few videos is developers who videos is developers few first these audience for on DMO sites. work Travefy Travefy is a software platform enabling Travel Oregon to create itineraries and proposals. The team uses it to collaborate with RDMOs to create media and travel trade trade and travel media create with RDMOs to collaborate it to uses The team and proposals. itineraries create to Oregon enabling Travel platform is a software Travefy API (Application Programing Interface) allow applications such as databases and websites to communicate with one another programmatically. with one another programmatically. communicate to and websites such as databases applications allow Interface) Programing API (Application 13 OREGON TOURISM INFORMATION INFORMATION TOURISM OREGON (OTIS) SYSTEM • • familiarization (FAM) itineraries. (FAM) familiarization 14

Statewide, strategic integration of OTIS was a key a key was of OTIS integration strategic Statewide, was of Q4 The focus the last biennium. for initiative of the foundation to updates software making critical below: noted are Updates OTIS. • Staff training for the new manager and travel advisors advisors and travel manager for the new Staff training The welcome of June. month during the a priority was Area Rest on ODOT’s hinged opening date center for the majority in flux opening timeline, which was and completed, was that,of Q4. Despite our work The Global in July. open the center to ready were we an official, planning for began also team Marketing Opening event Grand week-long consumer-facing, featured The event Labor Day. leading into visitors for and purveyors, vendors, of local market a farmers during the celebration. each day entertainers officials, DMO and RDMO partners, representatives representatives partners, RDMO DMO and officials, and other departments, police and fire the local from businesses. tourism local STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 30

plan willaddress topics like “Leave No Trace” recreation inOregon. Thecommunications communications planfor responsible created to develop anddeploy astatewide The Communications Action Team was Communications Action Team Update the work ofthe action teams. and active partner meetings, andcoordinating management role, convening thecore team Travel Oregon serves inanetwork and the19-21 dashboards can beviewed here. published. Both,thefinalized regional plans 2021 investments/programming hasbeen tracking dashboard withupdated 2019- published. Aredeveloped RCTP program Finalized planshave beendeveloped and 2019-2021 RegionalPlans& specific communitiesthat they impact. true nature ofthevariety ofRCTP investments, and format was chosen to more succinctlyshowcase the The fullreport can beviewed here . Anonlinereport and activitiesassociated withthe2017-2019 biennium. has developed acomprehensive report ofinvestments Per RCTP guidelines, TheRCTP team at Travel Oregon 2017-2019 RCTP Report OCTOBER 2019 COMMISSION MEETING RECREATION NETWORK OREGONOUTDOOR Dashboard easily integrated into existing local, regional, state and toolkit to ensure content can bewidelydistributed and with Maxwell PRagency to develop acommunications The Communications Action Team hascontracted stakeholders andreach visitors andOregonians alike. ability to alignourmessaging withabroad group of to eachregion andoutdoor sector, givingusthe The planincorporates flexibility to adaptmessaging the state. and otheroutdoor recreation issues commonacross principles, stewardship, preparation, appropriate gear STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 31

CASCADE LOCKS, OR LOCKS, CASCADE signature trails, while also imagining a future state state imagining a future while also trails, signature signature realized – a fully Trail Coast of the Oregon to includes access that experience an integrated trail, consolidated providers, and lodging transportation and and information and outfitters, on guides info This online site. in a single available booking services Coast the Oregon help advance to will be used resource with land conversations initiate and project Trail officials about and elected funders potential managers, the state. across projects trail of signature the potential feedback active has been providing The action team the final deliverable Alta Planning + Design, and to The September. in late be delivered to is scheduled Trails at the Oregon place will take presentation first 4-5 in Roseburg. Summit, October Update Team Action Transportation created was Team Action The Transportation strategy transportation a statewide complete to recreation tourism and outdoor identifies that In spring areas. high-use for solutions transportation a contract negotiating began 2019 the action team providing on focus to of Oregon with the University the from the outdoors to strategies transportation 2021 the much anticipated area, leveraging Eugene Championships coming to Athletics IAAF World being finalized. is currently This contract Eugene. Update Team Design Action Network active Network Recreation Outdoor The Oregon the Oregon debrief to in early June, met partners Summit, action team share Recreation Outdoor best to on how discussions continue to and updates, the In August, network. Partner the Active evolve met team core Network Recreation Outdoor Oregon efforts Outreach forward. going format re-structure to active five to another four recruit to underway are meeting in December who will join the next partners, the Oregon In September, Lodge. Timberline at lead call action team Network Recreation Outdoor for opportunity a regular providing reinstated, was explore to and updates, and receive share to this group collaboration. opportunities for Recreation Outdoor the Oregon in September, Also this year’s debrief met to team Summit management made A decision was steps. and consider next event Summit Recreation Outdoor Oregon host the next to in the Mt. Hood/ located of 2020; ideally, in the fall establish a to are steps Next region. Gorge Columbia early set and to this event, for structure management preparations in motion. Outdoors Action Team Action Outdoors Update Team Action Trails Signature to created was Team Action Trails The Signature support the development and collectively identify trail signature of priority maintenance and ongoing be world-class to the potential have that systems in a major difference will make and, when completed, Team Action Trails In spring, the Signature Oregon. a presentation develop Alta Planning + Design to hired vision of the broader shares that tool and advocacy Economic Impact Action Team Update Team Action Economic Impact is focused Team The Economic Impact Study Action study that a statewide on designing and delivering the economic impact and economic will estimate The in Oregon. recreation of outdoor contribution spending on of the total study will include analyses and as direct as well in Oregon, recreation outdoor including recreation impacts of outdoor secondary and both locals from and tax revenue employment than 50 miles from more (people traveling visitors the action a RFP process, their home). Through the complete Earth Economics to has selected team is in regular The action team economic impact study. this move with Earth Economics to communication The economic impact study should be forward. project in the spring of 2020. completed As Oregon’s First Gentleman, Dan Little has made it Little Dan Gentleman, First As Oregon’s the outdoors to access increase to passion his personal initiative, Gentleman’s The First Oregonians. all for as an action serves the Outdoors,” to titled “Roadmap people getting for barriers on reducing focused team of youth the engagement and increasing outdoors for Strategies communities. and under-represented and marketing improved built around are success transportation, infrastructure, communications, and boards on leadership and representation education Oregon. of the demographics reflect that commissions advance to monthly convenes of partners A team the past several For recommendations. these on primarily focused have meetings months, impact policy and economic participation providing on Force Task the Governor’s for recommendations Recreation. Outdoor Diversity in the Outdoors/Roadmap to the Diversity federal communications platforms. The toolkit will The toolkit platforms. communications federal posts, media social sample copy, newsletter contain widely recognized and a simple, collateral printable part of our ethos hope will become we slogan icon and the full launch for Target as Oregonians. and fabric 2020 with an 14, plan is February communications of 2019. in the fall components initial launch of toolkit STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 32

Polk County Rural Tourism Studio. is developing projects andprioritiesstemming from the on supportingthePCTA, theleadership committee that partially fundedbyTravel Oregon. Thisrole willfocus for applications through Travel Salemandisbeing from herrole with thePCTA. Her positionisnow open development manager, Norah Owings, hasmoved on The previous network manager/destination Polk County Tourism Alliance(PCTA) communities. and leadership to create meaningfulimpactfor strong connectionthat leverages themomentum TSOC through shared leadership willmake for a Coast (TSOC). Thealignment ofthenetwork and Executive Director for theTravel SouthernOregon funded byTravel Oregon, hasbeenhired to bethe Miller, thenetwork manager that isbeingpartially middle andbackofthehouse network activities. Julie is evolving to includeadditional staffsupport for The OSCRTN Network management andcoordination Oregon South Coast RegionalTourism Network years. two network strategy anddevelopment efforts ofthelast contract positionthat willsupport andbuildonthe achieve their15-year vision.Thisisasix-month priority projects that willcontinue to helpthemto they hopeto make agreater impactwithestablished Oregon. With addedcapacity andconvening power, manager that isbeingpartiallyfundedbyTravel The CGTA is intheprocess ofhiringanetwork Columbia Gorge Tourism Alliance(CGTA) priority outcomes for the2019-21 biennium. Committee, andiscurrently working to set revised Oregon, includingtheOregon Agritourism Steering committed to continuing to convene stakeholders in for aunifieddirection forward. Travel Oregon is valuable networking andopportunitiesto share ideas from meetingattendees stated theengagement offered of theOregon Agritourism Network in2012.Feedback agencies, organizations andproducers sincethelaunch Oregon hasbeenconvening inpartnership with This meetingwas thelatest inaseries that Travel Coordination &Strategy Meeting inCascade Locks. On July 25, Travel Oregon hosted anAgritourism Oregon AgritourismCoordination OREGONAGRITOURISM NETWORK DESTINATION-BASEDNETWORKS OCTOBER 2019 COMMISSION MEETING (OSCRTN) & Strategy Meeting to thegovernor inlate fall 2019. The Council will submitareport ofrecommendations (which falls under thegeneral Recovery Committee). programs to theEconomicRecovery Subcommittee is providing comments andsuggestions for policyand current andfuture wildfire challenges. Travel Oregon comprehensive policyandprogram changes to meet Oregon’s existing wildfire response and recommend throughout theyear. Thecouncilistasked to review was formed inlate January andhasbeenmeeting The Governor’s CouncilonWildfire Response Governor’s CouncilonWildfire Response recommendations to theGovernor inspring2020. investments. Thetaskforce willsubmitareport of recommend fundingsources for outdoor recreation Travel Oregon isrepresented, isalso meeting to during thefall. Asmallersubcommittee, onwhich and willbereviewed andevaluated bythetaskforce Policy recommendations were duelate September • • • topics: develop high-level recommendations onthefollowing has beenmeetingsinceApril2019andisworking to The Governor’s Task Force onOutdoor Recreation Governor’s Task Force onOutdoor Recreation representative for bothgroups. Morrissey, PublicAffairs Manager, istheagency’s Governor’s Council onWildfire Response. Sara Task Force onOutdoor Recreation aswell asthe Travel Oregon isparticipating onboththeGovernor’s OUTDOORRECREATION &WILDFIRE youth andtraditionally underserved communities. Increasing outdoor participation, especiallyamong environment andnatural resource protection. Balancing improved access to theoutdoors with ensure equalaccess to theoutdoors. Economic development ofrural andurbanareas to opportunities and challenges as defined defined as challenges and opportunities Fulfill and respond to unforeseen respond and Fulfill by Oregon’sby industry tourism STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 33

CASCADE LOCKS, OR LOCKS, CASCADE WILDFIRE RESPONSE WILDFIRE A combination of wetter weather, lower temperatures temperatures lower weather, of wetter A combination around campaigns and coordinated robust and more season wildfire intense in a less resulted safety fire remain, months drier autumn While some 2019. for reflect will this year optimistic that are agencies state years. impacts than previous wildfire fewer drastically with Visit its partnership continued Oregon Travel Alliance on Tourism and Washington California Facts Travel Coast the West and updating revamping includes live map that include an air quality to website itineraries multi-state video links and inspirational are trip if they their modify to travelers encourage to launched website The new by a wildfire. impacted 27. September Northwest the Pacific attended Morrissey Sara Annual Summit in Saskatoon Economic Region’s Oregon the 2017 Travel on both present to Canada economic impact study and the 2018 wildfire wildfire impacted wildfires how at looked study that perception An plans. travel and future perception behavior, visitor will report perception summary of the visitor executive 2019. fall be released been RDMOs have plans, As part of their FY19-21 and recovery for funds aside 5% of state set to directed by regions be utilized can This funding preparedness. a specific community to visitation drive to and partners efforts. on resiliency be spent or post-disaster or region STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 34

Portland, whichwas located at theentrance ofthemain Market hadaco-branded aboothonsite at FEAST New Seasons Market. Travel Oregon andNew Seasons Development through anexciting partnership with work withtheOregon Food Trails andDestination have beenableto leverage allthecross functional Global Strategic Partnerships andGlobal Marketing New SeasonsMarket Partnership bars. as and liquor stores, aswell convenience and major retail outlets, in 32states andinall The beerisavailable in sixand12packs. in 12-ouncebottles seasonal brew comes with Cassidy.” This Good Day Oregon” news program andKGW’s “Tonight collaboration resulting insegments onKPTV’s “More work they do. TheCommunications team pitched the while raising awareness ofourpartners andthegreat the power ofpartnerships to elevate theOregon brand Oregon. Thisincredible connectionisatestament to “Only Slightly Exaggerated IPA” to celebrate allthings teamed upwithDeschutes Brewery to make the Global Strategic Partnerships andGlobal Marketing Deschutes Brewery Partnership OCTOBER 2019 COMMISSION MEETING STRATEGICPARTNERSHIPS Grow and align strategic and partnerships Grow and stakeholder base to leverage to leverage base stakeholder and resources capacity build and CHAMPION THEVALUE OF TOURISM healthy choicesthrough thegame ofgolf. young peopleinstilllife-enhancing values andpromote women from TheFirst Tee—a program that helps Cambia pro-am. Allfour spotswere filledby young sponsorship also includedfour playing spotsinthe their ability to navigate challengingsituations. The stories ofwomen whohave found success because of on “Keeping Portland Resilient,” sharingpowerful August 29–September 1.Thisyear’s Summitfocused Cambia Classic andWomen’s Leadership Summit, Travel Oregon was asponsor ofthe2019Portland Portland Cambia Classic and New Seasons Market. These videoswere promoted byTravel Oregon, FEAST Gorge Food Trail, andTheGreat Umpqua Food Trail. "FEAST Fab Collab,” RuncibleCiderfrom theEast focused videosfeaturing Maya Lovelace ofYonder, in addition, Travel Oregon created Oregon Food Trail- and Oregon Food Trails logo asagiveaway item. In created acanvas shoppingbagfeaturing Travel Oregon and Oregon Food Trails brands. Travel Oregon also event: BigFEAST. Theboothfeatured Travel Oregon Doha at theUSA House to furtherpromote Oregon21. Track andField andIAAFto hostamediaevent in partnered withtheOregon Governor’s Office, USA training camps for visitingteams. Travel Oregon Federations to promote Oregon locations aspotential had theopportunity to connectwithNational Member booth at theIAAFCongress, where team members September 27-October 6. Travel Oregon staffed a Qatar, for the2019World Athletics Championships, Oregon21 andthegovernor’s office traveled toDoha, Travel Portland, University ofOregon, SportOregon, Travel Oregon andpartners from Travel Lane County, 2019 World Athletics Championships STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 35

CASCADE LOCKS, OR LOCKS, CASCADE impact study/wildfire recovery coalition project last project coalition recovery study/wildfire impact we Overall, in spring. and OSE re-launch summer, and score, count story for goals internal exceeded predominantly circulation, in down slightly but were run in regional to tends industry coverage because (but numbers readership lower with publications helps coverage audience). Industry highly engaged of Championing the imperatives fulfill our strategic Impact and Optimizing Statewide of Tourism Value the positive and of Oregonians the stories by telling industry and tourism the travel economic impact that generates. Highlights Coverage communication and tools messaging Activate, engageActivate, and inspire newand existing advocates through compelling compelling existing through advocates INDUSTRY COMMUNICATIONS INDUSTRY Annual Reporting: Industry secured team the Communications 18-19, During FY of circulation with a 834 stories a record-breaking FY to compared 8.1/10, of score million and story 932.7 with a circulation 543 stories garnered we where 17-18 a 54% represents That of 8.1. of 1.2 billion and a score compared placed of stories in the number increase biennium, 1375 the 17-19 for Moreover, 17/18. FY to the previous from in a 154% increase resulted stories attributed be largely can numbers 18-19 biennium. FY Christmas the Capitol from received we coverage to and million circulation 438.1 stories, (284 Tree with the project a special partnership score), 8.3/10 Additionally, and WVVA. Forest National Willamette the wildfire from coverage significant received we Q4 with 153 stories garnered team The Communications score story million and average of 171.8 a circulation increase a YOY all showed numbers These of 8.4/10. million 139.6 stories, with 141 17-18, Q4 to compared of 7.8/10. store story and circulation Travel Oregon produced two 30-second vignettes for for vignettes 30-second two produced Oregon Travel days five during the last be used to broadcast global Championships Athletics 2019 World of the IAAF many across broadcast were in Doha. The vignettes with scripted U.S., and the markets international This languages. in several on Oregon content Oregon promoting to key was opportunity broadcast during and after visit before, to as a destination a to in Oregon21 Championships the IAAF World audience. global STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 36

• • • The primaryreasons for theredesign included: Twitter andLinkedIn. went outJune 25, viadedicated emailandpoststo The official launchofthewebsite to industrypartners We soft-launched thenew industrywebsite onJune 11. Industry.traveloregon.com Coverage Appendix. All Q4results can befoundintheEarnedMedia Business Journal andOPBto nameafew. Portlandincluding storiesBulletin, inTheBend Overall thetour garnered great regional coverage Bend, Baker City, LaGrande, Pendleton andTheDalles. Oregon. Stops were made in Portland, Eugene, Astoria, Impact Report andhighlight thepower oftourism in the state to share the2018DeanRunyan Economic writers, radio hostsandbroadcast journalistsaround and metwitheditorial boards, business writers, travel members oftheCommunications team hittheroad As inprevious years, Todd Davidson, alongside travel enrichesandstrengthens local communities. was Travel Matters, to recognize thenumerous ways businesses andpersonal well-being. Thisyear's theme to celebrate thevalue oftourism for oureconomy, the travel andtourism industryacross thecountry U.S. Travel Association’s annualcampaign to unite National Travel andTourism Week isthe (NTTW) National Travel andTourism Week (May 5-11) OCTOBER 2019 COMMISSION MEETING 10 versions behind. running offa version of WordPress that was at least Address technical debt: Theprevious website was growing traffic driver. before content was optimized for mobile, anever- Optimize content: Theprevious site was coded search was noteffective. information was hard to findandthat the keyword from boththeindustryandstaff, it was clearthat Improve user experience: Based onsurvey feedback launch ofthenew industrysite inJune. Governor’s Conference, job opportunitiesandthe web traffic increase wasdue to grant opportunities, In FY 18-19, web traffic increased 13% YOY. The Annual industry contacts. Breaking News onJune 25andreceived by4,635 industry site. Thenew site was revealed through the industryawards andthelaunchofnew traveloregon.com dueto theGovernor’s Conference, In Q4we saw anincrease of24% intraffic toindustry. Q4 • site was stillusingbranding from 2012. Update brand: Theprevious version oftheindustry STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 37

CASCADE LOCKS, OR LOCKS, CASCADE PUBLIC AFFAIRS Two Federal bills (H.R. 3851 and S. 2203) were bills (H.R. 3851 and S. 2203) were Federal Two on reauthorizing focused are that in July introduced market an excellent provides USA Brand USA. Brand us with the and provides Oregon Travel for entry presence our international extend needed to leverage with has partnered Oregon Travel the globe. across the including efforts on multiple recent USA Brand online and developing in Tokyo OSE ad campaign USA’s modules via Brand training destination out to has reached Oregon Travel program. Discovery the importance communicate to delegation the Oregon co- and is requesting this year USA Brand of renewing in are Senators Both Oregon of the bills. sponsorship Bonamici, Blumenauer, Representatives support as are and Walden. Schrader Annual by 6.22% increased subscribers Industry newsletter an average high with was Engagement last year. from of 12%. click rate 28% and an average of open rate Q4 by list increased subscriber Our industry newsletter the highest receives that Content last year. 5% from or opportunities that related, is grant readership for industry partners. call-to-action a specific present

Industry Newsletter Subscribers Subscribers Newsletter Industry STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 38

variety ofmeans, includingon-site andoff-site user some individual andsome ingroup setting, through a for use. Allemployees willundertake formal training, to-speed onnew design,functionality andexpectations will turnourattention to getting allstaffmembers up- Once modifications to Share Point have taken place, we MS 365Training forstaff environment. Plan willguidethemodifications to ourMS365 work work onthepriorities establishedinourStrategic server environment to cloudFall of2017andongoing a use/needs analysis. Travel Oregon moved from alocal informed byinputviacross-functional user groups and on integration improvements willbediscussed and and functionality. Ourwork inthisarea anddirection enhancements to agency Share Point settings, mapping contract services supportto make improvements and Travel Oregon isinprocess ofsourcing potential IT Platform andResources Modifications tourism promotion fundingthisfiscal year-to-date. $37,459 permonth. $22,761 hasbeendistributed in year-to-date through August 31is$112,376, averaging Proceeds from Wine Country License Plate sales fiscal are well withinbudget. 23.7% of budget; programmatic andpayroll expenses and future programming reserves total $10,607,763, or agency expenses, Grants andRCTP disbursements, but notdisbursed inpriorperiod.Fiscal year-to-date program total $4,589,138 includingfundsawarded year are $7,538,000; beginningbalancesfor theGrants from priorperiodsfor theRCTP program for thisfiscal August 31is$7,584,929, or18.4% ofTLT budget. Funds $41,300,000. TLT incomefiscal year to date through Transient LodgingTax (TLT) incomefor FY 19-20 of The Commission adopted budget anticipates 2019-20 FYTD OCTOBER 2019 COMMISSION MEETING FINANCIALS agency expectations and utilization utilization and expectations agency Deploy agency-wide IT training IT on agency-wide Deploy of shared technology platforms technology shared of RUN BUSINESSAN EFFECTIVE the Grants team. OTS Matching Grants Program inpartnership with Development Shewillalso department. oversee the between communitiesandthegreater Destination through traveloregon.com; andact asaliaison addition to training anddevelopment resources optimize andshare community success stories in community leaders; work cross-functionally to She willprovide strategic, effective support to OTS up supportto Oregon Tourism Studiocommunities. Services Manager. Inherrole, Briwillprovide follow- Destination Development’s new Community Based- Travel Oregon welcomed BriMatthews asthe New Community-Based ServicesManager Joins use expectations. preferred solutions, trained staffandestablishedclear our software needs, identified alternative and accounts, willtake placeonlyoncewe have evaluated Discontinuation of, ormerging ofexisting software efficiencies that lead toa reductionin agency ITcosts. standardize theenvironment whilealso pursuing with. Ourintent intheprocess isto streamline and and ITservices that staffare currently working to cloudmigration, we willagain inventory allsoftware manage andaccomplishtheirgoals. Aswas doneprior of platforms suchasSalesforce andBasecamp to In additionto MS365, Travel Oregon staffuse a variety Streamlining andConsolidation of ongoing support. is assessing understanding andproviding for learning. Animportant element ofthisprocess as well asproviding resource materials to reinforce post training satisfaction surveys to solicit feedback computer-based distancelearning.We willprovide training onMS365applications aswell asthrough Destination Development Department subsequent software and wellnessand through adiverse, equitable and inclusive culture of learning and inclusive of culture and and learning Prioritize professional development continuous improvement continuous STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 39

CASCADE LOCKS, OR LOCKS, CASCADE and procedures and ensure alignment on policies Continuously improve, communicate Following a meeting with the Department of meeting with the Department a Following and contracting Services (DAS) Administrative to determined have we specialists, procurement and contracting align our purchasing closely more 1, As of July agencies. state policies with other limit threshold our contract increased have we procurement all small meaning that $10,000, to no longer under the threshold or services purchases is required While no contract a contract. require all this threshold, below expenses program for to required are and departments managers program documentation records, communications maintain of expenditures, the need and purpose substantiate to heads continue Department received. deliverables and authorize review, to the responsibility have to have Staff trainings expenses. on all payment approve and through during all-staff meetings been provided “lunch-and-learn"voluntary made available sessions monthly. STRATEGIC PLAN PROGRESS REPORT – OCTOBERAPPENDIX 2019 40

OCTOBER 2019 COMMISSION MEETING Date Date 5/22/2019 4/30/2019 5/26/2019 4/26/2019 4/25/2019 4/24/2019 4/24/2019 5/17/2019 5/22/2019 5/17/2019 4/30/2019 4/26/2019 4/25/2019 4/24/2019 4/24/2019 5/26/2019 5/2/2019 5/9/2019 5/6/2019 5/9/2019 5/6/2019 5/2/2019 APPENDIX – Q4 CONSUMER COVERAGE Publication foodandwine.com latimes.com forbes.com afar mnn.com via.com seattlemag.com forbes.com nytimes.com cbsnews.com VIA m foodandwine.co VIA latimes.com forbes.com AFAR mnn.com via.com seattlemag.com Publication forbes.com nytimes.com cbsnews.com APPENDIX TRAVEL OREGON EARNED MEDIA COVERAGE Q4, Fiscal Year 18/19 Fiscal Q4, COVERAGE MEDIA EARNED OREGON TRAVEL TRAVEL OREGON EARNED MEDIA COVERAGE Q4, Fiscal Year Fiscal Q4, COVERAGE MEDIA TRAVEL OREGON EARNED 18/19 Headline Luxurious Lodging” Luxurious Most Country’s Wine Oregon McMinnville: In “Atticus Hotel trail” the hit Hikers “Unlikely Exit!” “No Keep for Yourself)” Yourfor (Or to Mom Ideas Gift Cookbook “20 food, glorious food” about all is China, Chongqing, “Escapes: WasteZero Cafes” Creating Is Brand Coffee Portland “This Comeback” Wildfire Post- Its Making Is PlaygroundOutdoor Favorite“Portland’s Neskowin Ghost Forest” the created Eland Nino earthquake an “How Activities” “10 Summer Classic Town” Beach Original Northwest’s Pacific the in “Recharge Activities” “10 Summer Classic Lodging" Country's Luxurious Most McMinnville:Wine Oregon "Atticus Hotel In "Unlikely hit the trail" Hikers "No Exit!" Yourself)" for to Keep (Or Your for Mom Ideas Gift "20 Cookbook Activities" "10 Summer Classic glorious food" China, is all about food, "Escapes: Chongqing, Cafes" Waste Brand Creating Is Zero Portland"This Coffee Comeback" Post-Wildfire Its Making Outdoor Playground Is "Portland’s Favorite Forest" Ghost Nino created the Neskowin "How and an earthquake El Activities" "10 Summer Classic Town" Northwest’s Original Beach "Recharge in the Pacific Headline CONSUMER CONSUMER APRIL APRIL MAY MAY Summary country destination.country wine as acharming McMinnville hotel and Atticus the about article An in outdoors. the recreating of color people LGBTQ features that and Unlikely Hikers, account, instagram Portland-based the about article An TO Weinstein and PR. by curated messaging ODOT Pauley included that Jane with A segment NYC activation. at release cookbook & Straw; Salt including up of cookbooks A round Bay. Depoe on story of upcoming an a teaser A travel includes roundup Familia in Portland. Nossa about A story now. do youwhat can and Gorge Columbia the on wildfires of the impacts the about article An campaign. OSE and byinspired TO content Neskowin Ghost Forest, the about article An west coast. the on activities summer up of suggested A round Seaside. in time to spend ways suggesting article An the west coast. the on activities summer of suggested roundup A of the wildfiresof on the An article about the impacts campaign. OSE inspired by content and TO Forest, Ghost Neskowin An article about the west coast. activities on the summer A round suggested up of into Seaside.spend time An article suggesting ways Summary destination. winecharming country hotel and McMinnville a as An article about the Atticus the outdoors. people color recreating of in and LGBTQ that features account, Unlikely Hikers, Portland-based instagram An article about the PR. and Weinstein curatedby messaging TO Pauley that included ODOT withA segment Jane activation. release at NYC cookbook including Salt & Straw; A round cookbooks up of west coast. activities on the summer A roundup suggested of on Depoe Bay. story an upcoming of teaser A travel roundup includes a in Portland. A story about Familia Nossa you now. do can Gorgeand whatColumbia Link Link Link Link Link Link Link Link Link (PRINT) Link Link Link Link Link Link Link Link Link Link Link Link Link (PRINT) STRATEGICAPPENDIX PLAN PROGRESS REPORT – OCTOBER 2019 41

(PRINT) Link Link (PRINT) Link Link Link Link Link Link Link Link Link CASCADE LOCKS, OR LOCKS, CASCADE An article featuring a relaxing trip weekend in Eastern Oregon. Salt & Straw cookbook recipe featured in June cookbook issue; release partwas the of NYC Salt and Straw event. A roundup includes off-grid vacation spots featuring Lodge. Minam Rover A roundsummer of up reading recommendations thatincludes the Salt&Straw Cookbook; Cookbook activation.releasedNYC at A roundthe of up best in everyhikes state; includes DriftCreek Falls. A roundup features The Vintages in Dayton, Oregon. A roundwine of up festivals around the country;includes IPNC in McMinnville. A round about up dairy free icecream, mentioning Salt&Straw; activation. NYC An article aboutthe new Salt & Straw Cookbook, released the at NYC seriessummer activation. A roundup features The Sunriver Resort. An article featuring a relaxing activities do to in Eastern Oregon. An article aboutthings seeto and do in Bend and Central Oregon. An article featuring a relaxing trip weekend inEastern Oregon. JUNE “No rush, rustic”it’s Arbequina Olive Oil Recipe Oil Olive Arbequina “We’re in a New Age “We’re - And Innovative of Nondairy!- Ice Cream” Crush” “Cookbook “25 Spots Vacation Where and the Kids Can You Splash On” Get Your “Summer Reading” “The BestHiking Trails in Every State” Amazing Glamping“10 Spots in ” American“Top Summer Wine Festivals” “25 Destinations Family ThatRedefine Unplugged” “Escapes:In search solitudeof in eastern Oregon” “36 Hours in Bend, Environs)” Ore.(and “A different Oregon“A unfolds inthe wild,wild east” LA Times Family CircleFamily vogue.com rachelraymag. com forbes.com rd.com Outside nytimes.com nytimes.com Fatherly latimes.com latimes.com Food & WineFood 6/1/2019 6/5/2019 6/6/2019 6/3/2019 6/3/2019 6/11/2019 6/13/2019 6/10/2019 6/10/2019 5/26/2019 5/26/2019 5/30/2019 5/30/2019 STRATEGIC PLAN PROGRESS REPORT – OCTOBERAPPENDIX 2019 42

OCTOBER 2019 COMMISSION MEETING Link 6/19/2019 6/27/2019 6/17/2019 6/17/2019 foodandwine.com bloomberg.com travelchannel.com cosmopolitan.com adweek.com Little Advertising” Little With Brands Their Build Companies Wine “How This Summer” This Enjoy) Parks National (and to Support Ways Delicious “5 Paradise” Wine and Food aLow-Key Is Gorge River Columbia “The D.C. Rico)” Puerto and (Plus State Every in to “Where of 2019” Cookbooks Best the Are “These June Camping Series. & Straw’s Salt featuring Foundation, Parks National with that are partnering up of 5 brands A round study mention. wildfire TO includes Gorge; River Columbia the and River Hood the about article An Lodge. Headlands includes country; the around honeymooning destinations best up of the A round NYCthe activation. at released cookbook, Salt&Straw includes best cookbooks; up of the A round wine. Stoller includes rebranded; impactfully havethat subtly, yet up of wineries A round Link Link Link Link Link STRATEGICAPPENDIX PLANNINGPLAN PROGRESS REPORT – OCTOBER 2019 43

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Jun Final plan Initiative May adoption by OTC by adoption (OTC mtg 6/10-11)(OTC action planning by by action planning

Staff cross-functional cross-functional Staff Apr 2019 testimony (OTC mtg 4/14)(OTC Draft strat plan State & RDMO Plans review & in person open comment period comment open

Mar RUN AN EFFECTIVE BUSINESS Establish cross-functional strategies in alignment with state and agency values to improve interdepartmental communica tion, workflows, productivity and outcomes Prioritize improvement of employeeand industry engagement in identified areas greatestof need Deploy agency-wideDeploy IT training on agency expectations and utilization of shared technology platforms Prioritize professional development and wellness through a diverse, equitable and inclusive culture learning of and continuous improvement Continuously improve, communicate and ensure alignment policies on and procedures Feb drafting drafting 2019-21 plans 2019-21 - - State & RDMOs

CASCADE LOCKS, OR LOCKS, CASCADE Jan plan presentations plan Staff cross-functional cross-functional Staff Dec

by Imperative by strategic planning planning strategic research results (OTC mtg 12/3-4)(OTC CHAMPION THE Nov Strat plan update/ plan Strat All-Staff VALUE OF TOURISM Staff cross-functional cross-functional Staff Grow and align strategic stake and partnerships holder baseholder to leverage resources and build capacity Activate, engage and inspire new and existing advocates through com pelling communication tools and messaging Improve industry and public feedback channel/ process Tourism Tourism Strategic Summit Strategic STRATEGIC INITIATIVES STRATEGIC STRATEGIC IMPERATIVES STRATEGIC - Oct Stakeholder - Survey results Survey Sep 2018

Engagement Survey Engagement Tourism Stakeholder Stakeholder Tourism All-Staff Aug SUPPORT & RDMO = REGIONAL DESTINATION DESTINATION REGIONAL = RDMO ORGANIZATION MANAGEMENT Values survey Values STRATEGIC PLANNING STRATEGIC

TOURISM INDUSTRY EMPOWER OREGON’S Offer and development opportunities training to meet the needs the of industry mation network as the trusted source all for things Oregon Fulfill and respond to unforeseen opportuni ties and challenges as defined by Oregon’s tourism industry Support and enhance an infor industry-leading industryConvene action networks to influence stakeholder action and increase collaboration Jul Tourism Tourism

Sentiment Oregonian Study results Study -

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- Jun May plan update Study results results& strat Wildfire Impact Listening Sessions Sessions Listening (OTC mtg 6/20-21) Apr Oregon Tourism OREGON TOURISM COMMISSION (OTC) (OTC) COMMISSION TOURISM OREGON STAFF OREGON TRAVEL TOURISM INDUSTRY/PUBLIC TOURISM Listening Sessions Listening ECONOMIC IMPACT ECONOMIC STRATEGIC PLANNING TIMELINE

OPTIMIZE STATEWIDE STATEWIDE OPTIMIZE KEY Align and optimize Travel Oregon sales, marketing, development pro partnership and grams and empower the industry to the do same Facilitate the devel opment of world-class tourism product and experiences with a focus priorityon gap areas high-use destiSupport Inspire overnight leisure travel from key markets nations to manage the impacts that stem from visitation 2019–2021 OVERVIEW 2019–2021 In June, the commission adopted 2019-21 Travel Strategic Oregon’s Plan, which guides our with work key initiatives and measurements aligning — staff, programs and investments around clear strategies. At the core the of plan is the reinforcement our of strategic as evolution a Destination Management Organization. This is a progression that reflects the maturity globally Oregon’s of recognized tourism industry and is possible because our of long-standing, resolute focus on market-driven and responsive marketing, along with innovative sales, strategic partnerships and the robust development new tourismof products and experiences that we market and share with the world. STRATEGIC PLAN PROGRESSRETURN REPORT ON – OCTOBER INVESTMENT 2019 44

OCTOBER 2019 COMMISSION MEETING DASHBOARD: 2018 VISITORSPENDING BY TYPE OF LODGING VISITORVOLUME &AVERAGE SPENDING SUMMARY IMPACTS TRAVEL Source: Dean Runyan Associates Runyan Dean Source: Hotel, , STVR Motel, Hotel, Vacation Home Campground Home Private Travel Day Hotel, Motel, STVR Source: Dean Runyan Associates Runyan Dean Source: Associates Runyan Dean Source: Spending (YOY) (8.9%▲) $3.6B (YOY) Earnings (4.2%▲) $12.3B 29.1M (1.1%▲) TripsPerson (YOY) $157 invisitor &about$8instate spending andlocal tax revenue. Vacation Home Every $1investedEvery inthe 2017 Oregon adcampaign generated Private Home Campground Day Travel Day

$2290.4M $5575.6M $2101.9M $478.4M $189.3M Value RETURN ON INVESTMENT Employment (YOY) $1.3B (5.8%▲) $1.3B Tax (YOY) Receipts (2.9%▲) 115.4K $287 (2.7%▲) $287 TripPer Person (YOY) 1B % of Total % of 2B 52.4% 19.8% 21.5% 4.5% 1.8% 3B 4B YOY Chg YOY 3.8%▲ 4.2%▲ 4.4%▲ 2.2%▲ 3.7%▲ 5B Source: Longwoods Source:

RETURNON INVESTMENT TOURISMEMPLOYMENT &REVENUE LODGING TRENDS (YOY) TRENDS LODGING 64.8% (-0.9% 64.8% Occupancy (2.3%▲) $1.96B Revenue (1.4%▲) 15.9M Demand Source: Dean Runyan Associates Runyan Dean Source: $2.1B 23,500 J

obs 36,100J

$2B 22,600 22,600 J $5.3B obs

$1.1B J 12,350 obs ▼

)

$961M 9,920 J obs $429M 5,000 J obs Source: STR, Inc. STR, Source:

30% obs Q3 22% Q4 $391M 6,100J

Demand

obs 21% Q1

27% Q2

STRATEGICRETURN ON PLAN INVESTMENT PROGRESS REPORT – OCTOBER 2019 45

2018 2017 DEC 2016 2015 (4.8%▲) NOV (3.8%▲) 2014 Spending (YOY) $1.4B (4.9%▲) 2013 (12.1%▲) (14.9%▲) (7.5%▲) OCT 2012 2011 SEP

2010 OR (YOY) 2009 Bend AUG CASCADE LOCKS, OR LOCKS, CASCADE 2008 Eugene Oregon Medford Portland 2007 1B Volume (YOY) 1.1M (3.9%▲) Source: Tourism Economics Tourism Source: JUL Source: Tourism Economics Tourism Source: INTERNATIONAL VISITATION INTERNATIONAL INTERNATIONAL SPENDING INTERNATIONAL 500M JUN ) ▼ MAY 30B ) ▼ 25B (-2.1% (5.8%▲)

(7.1%▲) APR 20B (-1.4% (9.1%▲)

15B MAR

190,605 168,193 OVERNIGHT 144,331 10B

Top 5 Origin MarketsTop (YOY) 5B FEB DAY Denver Seattle Phoenix JAN Total China Japan Los Angeles Los Canada SF Bay Area 5% Overseas Source: U.S. Department of Transportation (O&D Survey, T100), Dean Runyan Associates Source: Longwoods Source: 10% Source: Tourism Economics Tourism Source: TOP MARKETS: INTERNATIONAL SPENDING INTERNATIONAL MARKETS: TOP DOMESTIC VISITOR AIR ARRIVALS AIR DOMESTIC VISITOR DOMESTIC TRIPS SEASONALITY TRIPS DOMESTIC OREGON TOURISM COMMISSION 46

2019-21 BUDGET BIENNIAL OCTOBER 2019 COMMISSION MEETING P S STAFF TEAMS TEAMS STAFF e o o o o T t S r R Global S GLOBAL a Americas Oceania Asia Europe T SALES H A

R Global S a T

c A EGIC k T w o EGIC r tr t h ategic P

tr PLAN Global S ategic P PLAN Global S Global Strategic Partnerships Global Marketing ...... TOTAL ...... Other Sources ...... State LodgingTax Revenue ...... TOTAL ...... Administration &Operations ...... Destination Development ...... Global Sales...... Global Strategic Partnerships –RCTP (encumbered) ...... Global Strategic Partnerships –Grants (encumbered) ...... ar o o o o 20 tner Marketing Communications Industry & VisitorServices tr Integrated Marketing Services Consumer & Marketing Insights ar K MARKETING 20 1 e ategic P GLOBAL tner v tr 7 ( Global Mark i encumber ships –RC n – 1 ategic P W

7 2019 ( Global Mark encumber ships –RC – r i 2019 g h ar t

20% tner ar ed) 20% TP tner e 4 ships – Gr ships – ed) ( ting TP 1% encumber e 40% ships – Gr ships – ( ting encumber o o o o o Chief Executive DEVELOPMENT T Chief Strategy DESTINATION o Recreation Fund Philanthropy Forever 10% K Outdoor Tourism Studios Travel Agritourism Travel Oregon S d an r c d Officer ed) i Officer o ...... s D 10% ts t t an t i a n

ed) W v D ts i d e a s s h o t l n

o o o o Public Affairs Strategy Commission Administration Executive Office 6% Global S o o o o PARTNERSHIPS 6% Global S T Partnerships (RCTP) Tourism Program Cooperative STRATEGIC Meeting Services Grants Strategic Regional e 5% D r GLOBAL e estination D estination 8% Global S 10% A s 5% D a dministr tr estination D estination 8% Global S O 11% A ategic P dministr ’ tr N e ategic P i l $78,540,000 l ales

$78,540,000 $77,900,000 $15,580,000 $31,101,000 ation &Oper $4,200,000 $4,350,000 $9,046,000 $6,473,000 $7,790,000 ales ar ev $640,000 ation &Oper tner n elopme ar ev tner n elopme ships o o o o Procurement Facilities Human Resources Finance/Accounting ships J OPERATIONS e ations t f f H ations t a

m p t o n

1 8 1 8 STRATEGIC PLAN PROGRESS REPORT – OCTOBER 2019 47 47

2019-2021STRATEGIC PLAN CASCADE LOCKS, OR LOCKS, CASCADE OREGON TOURISM COMMISSION 530 Center Street NE, Suite 200 Salem, Oregon 97301 971.717.6205 traveloregon.com industry.traveloregon.com