Oregon Tourism Listening Session Summary

June 2018

MT. H O O D & T H E G O R G E T O UR IS M L I S T E NI NG S E S S I O N O V E R V I E W

• Travel Oregon, in partnership with the Mt.

Hood Territory, hosted an Oregon Tourism Listening Session in the Mt. Hood & The Gorge region on April 4, 2018 in Cascade

Locks, Oregon

• Anyone who touches the tourism industry,

including business owners, land managers, volunteers, nonprofits, policymakers and more, was invited to

attend

• 51 regional stakeholders attended

• Stakeholders input was gathered on a host of topics ranging from tourism challenges to asset opportunities

• Listening sessions’ findings will help shape the future of tourism in Oregon

through Travel Oregon’s statewide strategic plan, as well as Mt. Hood & The Gorge’s regional tourism plan

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Cascade

Locks

MT. H O O D & T H E G O R G E L I S T E N ING S E S S I O NO r g a n i z a t i o n s , A g e n c i e s , E t c . R e p r e s e n t e d

• Arome

• Best Western Plus Columbia River Inn• Bureau of Land Management• Cascade Locks Tourism• Cathedral Ridge Winery• City of Sandy Transit Department

• City of Sandy, Oregon• City of Stevenson• City of The Dalles• Clackamas County• Clackamas County Tourism

• Columbia Cliff Villas• Columbia Gorge Discovery Center and Museum• Columbia Gorge Hotel• Columbia Gorge Inn• Columbia Gorge Tourism Alliance

• Columbia River Gorge Commission• Enroute Transport• Estacada Development Association• GQG Consulting• HERMEX llc dba Holiday Inn Express

Hermiston• Hood River County Commission• Hood River Hotel• International Mountain Bicycling Association • Lorang Studios

• Martin's Gorge Tours

• Mid-Columbia Economic Development District

• MountNbarreL• US Forest Service, Mt. Hood National Forest• Mt. Hood/Gorge Regional Destination

Management Organization (RDMO)• Oregon Department of Transportation

• Oregon Equestrian Trails and Back Country Horsemen of Oregon

• Oregon Heritage• Pacific Northwest Tourism• Port of Cascade Locks

• Portland Spirit• Sandy Transit• The Dalles Chamber of Commerce• Thunder Island Brewing Co• Timberline

• Travel Portland• Troutdale Historical Society• US Forest Service, Columbia River Gorge National

Scenic Area• Wanapa Roon Inc

• West Columbia Gorge Chamber of Commerce• Westcliff Lodge

• Stakeholders in the Mt. Hood & Gorge

region feel for the most part that they are engaged with the tourism partnering structure

• Those with little to no engagement attribute it to being new, a lack of familiarity with the

structure or not having the capacity to be involved

• Smaller businesses tend to engage at the

local level and rely on the partnering structure to communicate key topics

downward

MT. H O O D & T H E G O R G EEngagement in Tourism Industry Structure

MT. H O O D & T H E G O R G ETourism Challenges & Gaps in Regional Planning

Destination Development & Management

• Increased demand in the region has resulted a need to balance visitation with resources that support and maintain key assets

• Perception that day trippers pressure the system, absorb overnight dollars and irresponsibly recreate• The growing use of public lands is placing stress on partnership organizations (BLM, USFS)• Being reactive to successful experience marketing is a challenge

• Increased visitation is threating local quality of life (affordable housing)• Diminished tourism experience on mountain due to traffic and congestion

Infrastructure & Transportation

• Limited transportation options within the region and between key markets (Portland) is problematic

• Asset connection is also limited, which creates dispersion challenges during peak periods • Traffic congestion and limited parking is a challenge

Funding & Resources

• Limited funding to keep up with tourism demand and its impact on natural assets (search and rescue, trail maintenance)

• Increased demand has put funding pressure on public services like search and rescue and BLM

• Local interests allocating transient lodging tax funds for alternative uses

MT. H O O D & T H E G O R G ETourism Challenges & Gaps in Regional Planning (Cont’d)

Disaster Recovery

• Recent wildfires and the closure of US-30 Historic Columbia River Highway have decreased visitation, impacting tourism businesses dependent on outdoor recreation

• Managing and correction visitor perception of the Eagle Creek fire

• The need for a pro-active disaster response plan

Stakeholder Engagement & Collaboration

• Local governments not realizing the value of tourism in their regions due to funding stresses or a lack of competitive product

Marketing & Promotion

• Promotional partnerships with Washington, East and West Gorge to create a regional experience • Promoting outlying communities and assets • Awareness of arts, culture and heritage in the region

MT. H O O D & T H E G O R G ETourism Challenges & Gaps in Regional Planning

“[A gap is] carrying capacity and a

long-term plan for overuse, crowding and degradation.”

“[We are challenged] a gap in

tourism awareness as an economic driver among locals and politicians.”

“ [A challenge is] the region not

seeing itself as one. Right now they see themselves as separate groups. I

would like to unify better.”

“Our periphery areas don’t see the

same love from visitors and FAM tours.”

“We are still seeing repercussions

from the 2017 Eagle Creek fire.”

“Hood River is facing a budget

shortfall and pushing for a sales tax. Without it they say they will have to

shut down trail access."

“Many visitors don’t understand

their impact on the landscape and its natural resources.”

“The challenge of heritage is getting

connected with DMOs.”

“There is a lack of travel options to

get people in and out from Portland.”

MT. H O O D & T H E G O R G EExcitement for Tourism

Economic Impact of Tourism• Supporting and growing local economies

Partnerships & Collaboration• Partnering with organizations to find funding and

drive visitation• Collaborating to maintain outdoor resources

• Cross-state partnerships to a unified product

Funding• New funding to maintain outdoor resources and

infrastructure

Transit & Congestion Solutions• Moving people in and around the area

Sustainability & Stewardship• Protecting tourism assets

• Educating visitors about conservation

New Products & Visitors• Agritourism

• International visitors

MT. H O O D & T H E G O R G EDesired Tourism Assets to Promote & Develop

Eastern Gorge• Family trips• The Dalles Dam

• Smaller communities• Visitor center

Overnight Itineraries

Transportation• Winter/wine shuttles from Portland• Train to The Dalles

• Airport

Outdoor Recreation• Infinity Loop

• Pacific Crest Trail

Arts & Heritage • Historic sites

• Museums• Downtowns

Agritourism • Farm stays

MT. H O O D & T H E G O R G EDesired Strategic Tourism Priorities and Areas of Focus

Stakeholder Engagement & Collaboration

• More meaningful and impactful interactions with Travel Oregon • Increased collaboration with Washington State tourism stakeholders

• Engagement of key non-profit organizations and agencies that can drive visitation and maintain natural assets

Destination Development & Management

• A focus on the stewardship and sustainability of natural assets • Create a pro-active destination management plan• Maintaining quality of life for local residents

• Implementable congestion solutions

Marketing & Promotion

• Modern marketing support for cities, chambers and DMOs

• Countering the perception of impact the Eagle Creek fire had on local experiences • Focus on overnight marketing activations and itineraries

• Collecting and sharing visitor demographics and segments • Promoting additive, non-outdoor recreation, experiences (Arts, Heritage, Culinary)

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MT. H O O D & T H E G O R G EDesired Strategic Tourism Priorities & Areas of Focus (Cont’d)

Infrastructure & Transportation

• Congestion management (vehicle-free travel)• Regional and local transportation options

Increased Visitation & Sales

• Regional FAM tours• Shoulder season strategies

Funding & Grants

• Grants for smaller organizations and regions• Seed money for regional transportation

• Funding shift from marketing to destination development and management (asset maintenance, infrastructure)

MT. H O O D & T H E G O R G EDesired Strategic Tourism Priorities & Areas of Focus

“ What do we do when things are maxed

out? That’s happening now!...We might be

doing too good of a job.”

“ There are too many people

trampling and destroying

habitat.”

“[We need] coordinated actions and

information sharing so we are all moving

in the same direction with shared goals."“We are more than just skiing

and snowboarding, dammit!”

“How do we protect and enhance the very reason people come to

visit Oregon and find a balance between enhancing economies,

providing experiences and protecting our natural resources.”

“Develop alternative trip itineraries for

visitors. The Eagle Creek fire closed trails,

where else can people go?”

MT. H O O D & T H E G O R G EDesired Stakeholders to Engage