OREGON. WE LOVE DREAMERS.

Tourism InvestmentProposal

Research + Opportunity = Policy Success

Travel & Tourism Research Association, Greater Western Chapter Seattle, WashingtonMarch 23, 2007

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OREGON. WE LOVE DREAMERS.

Structural Evolution of Travel Oregon

1970s: part of Highway Department Funded by General Fund allocation

($300,000/annually) Late 1980s: became Oregon Tourism

Division Funded by Lottery ($1.5 million/annually)

1995: became Oregon Tourism Commission Allowed private sector partnership

OREGON. WE LOVE DREAMERS.

Research Evolution at Travel Oregon

Oregon Travel Impacts (Dean Runyan,since 1987)

Ad Accountability (Longwoods, since 1997)

Impacts of Tourism on Tax Revenue in Oregon (Dean Runyan, since 1995)

Photo by Steve Terrill

OREGON. WE LOVE DREAMERS.

Policy Environment in Oregon: 1999 - 2003

Beginning of tough recession/high unemployment

Maturation of property tax limitation initiative Local governments face funding challenges

State budget at risk; lottery funding targeted

OREGON. WE LOVE DREAMERS.

Industry Positioning Efforts

1999: Travel Oregon approached state economist Peer review of existing research

(ECONorthwest) Study results: strong, conservative

Governor’s Council of Economic Advisors

Well-received (a change from past experiences) Industry impact cemented in government

infrastructure

OREGON. WE LOVE DREAMERS.

Industry Political Efforts

Difficult economic climate Advocates lobbied

To increase funding for Travel Oregon

To fix local funding challenges Industry and advocates see

economic challenges and political transition as opportunity

Photo by Steve Terrill

OREGON. WE LOVE DREAMERS.

Major Policy Initiative -Tourism Investment Proposal

Construction of economic development legislation Comprehensive statewide and local

implications Talking points on legislation

How increased investment would impact economy State and local estimates made for sales and tax

revenue

A comparison of state tourism budgets How existing local DMO’s were using funding

OREGON. WE LOVE DREAMERS.

Tenets of Policy Initiative

1% statewide lodging tax Regional cooperative marketing program

Protection of local resources at current levels Existing rates and allocations Allows increases under limited circumstances

Semi-independent agency Limited government/legislative involvement Reconstruction of Commission

OREGON. WE LOVE DREAMERS.

Political Hardball -The Art of Compromise

Economy, political transition, message matter

What made the difference Message built on research Presentation collateral Compromise/willingness to say “no”

Passage of legislation

OREGON. WE LOVE DREAMERS.

Implications of Tourism Investment Proposal

2001-03 biennium budget: $6.2 million 2007-09 projected budget: $22.8

million Local tourism budgets protected

(approximately $50 million/year) Tourism positioned to claim spot as

major socio-economic driver in Oregon Major policy initiative not possible

without research

OREGON. WE LOVE DREAMERS.

Thank You!

Pho

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Mar

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