Travel Oregon 101 May 23, 2011

Salem

Who is Oregon’s tourism and hospitality industry?

• 87,500 Oregonians directly employed (2010)

• Restaurants, hotels, attractions, guiding & outfitter businesses, tour operators, visitor information centers, convention and visitor bureaus

• Indirectly: gas stations, charter boats, wineries, taxis, shopping centers, printers, art galleries and more…

Tourism Industry Employment 1991-2009

30

40

50

60

70

80

90

100

1991 1994 1997 2000 2003 2006 2009

Thousands

Why Tourism Matters To Oregon

2010

•$8.1 billion in visitor expenditures annually

•$2 billion in payroll and earnings annually

•$313 million in state and local taxes annually

Tourism = One of Oregon’s top export-oriented industries

Investing in Oregon’s Tourism Industry

• Pre-2004, Oregon’s tourism budget was:– 46th out of the 50 states – Oregon was losing market share to

other states – Fact: Oregon needed an economic

stimulus• House Bill 2267 – Oregon Tourism

Investment Proposal

Statewide lodging tax

• 1% Statewide Lodging Tax implemented in 2004

• Lodging tax = transient occupancy tax/TOT, bed tax, room tax, etc.

• Local lodging taxes: – Existing local rates and allocations for tourism

were “grandfathered”– Increases in local tax rates with at least 70%

dedicated to tourism are allowed

Where does it go?

• Collected by the Oregon Dept of Revenue

• Deposited with Travel Oregon• Up to 15% is distributed back to

Oregon’s 7 regions for their Regional Cooperative Marketing Program (RCMP)

• Oregon’s tourism budget now ranks in the middle of the 50 states

(25th in 2008 & projected 2009)

Seven Regions

Breakdown of dollars that each region received for their 2010 Regional Cooperating Marketing Programs:

- Greater Portland $429,911- Oregon Coast $290,351- Willamette Valley $149,596- Southern Oregon $126,774- Central Oregon $102,399- Eastern Oregon $53,529- Mt. Hood/Col. River Gorge $42,298

Up to 15% of the 1% collected goes to the regions.

The 7 OREGON REGIONS/RDMO’s

So what is Travel Oregon?

The Oregon Tourism Commission dba Travel Oregon is the official state agency charged with encouraging economic growth to enhance the quality of life in Oregon through a strengthened economic impact of tourism throughout the state.

Organizational Structure

Governor

Oregon Tourism Commission9 appointed Commissioners

Travel Oregon Chief Executive Officer

Travel Oregon Staff5 departments

Departments

• Executive• Operations• Tourism

Development• Consumer

Marketing• International &

Domestic Travel Trade

Strategic Plan

Key Objectives:

#1 Maximize the return on public and private investments in tourism.

#2 Drive year-round travel from visitors in our domestic target audience and lengthen their average stay by encouraging them to be destination-oriented in this state.

#3 Drive online marketing leisure visitors to Oregon from our primary international target markets: Germany, UK, Japan, Canada, and European and Asian feeder markets.

#4 Provide leadership and support through collaboration with local, regional, national, tribal and private-industry tourism entities.

Read it Yourself

Travel Oregon’s Strategic Plan

Located on our industry website: www.traveloregon.com/industry

Go to About OTC

Then go to Travel Oregon 2009-2011 Strategic Plan

DMO’s

DMO = Destination Marketing Organization

– A Destination Marketing Organization is an organization whose primary function is to attract visitors to its locale for the purpose of enhancing the local economy through purchase of room nights, food and beverage, retail items, transportation, visitor services, etc. In Oregon, local DMO’s work with their Regional Destination Marketing Organization (RDMO) to cooperatively leverage budgets, advertising, services, and information for the benefit of all tourism entities in the region.

Examples: Dallas Area Chamber of Commerce, Travel Salem, Travel Portland, Greater Newport Chamber of Commerce, Visit Bend, etc.

RDMO’s

RDMO = Regional Destination Marketing

Organization

Oregon is divided into seven tourism regions. Each region has identified one Destination Marketing

Organization (DMO) to act as its Regional Destination Marketing Organization (RDMO). The RDMO partners

with Travel Oregon for the purpose of attracting visitors to their specific region.

RDMO Examples:

Willamette Valley Visitors AssociationMt. Hood Columbia River Gorge

Oregon Coast Visitors Association

Tourism Industry Partnering

Local Tourism & Hospitality Industry (Business, Organization, Individual)

Example: Hallmark Inns - Newport

Local Destination Marketing Organizations (DMO)

Example: Greater Newport Chamber of Commerce

Regional Destination Marketing Organizations

(RDMO)Example: Oregon Coast Visitors Association

Travel Oregon

How we Communicate with our Industry Partners

Travel Oregon

Regional Destination Marketing Organization (RDMO)

Example: Mt. Hood Columbia Gorge (administered through Clackamas County Tourism & Cultural Affairs /Mt. Hood Territory)

Local Destination Marketing Organization (DMO)

Example: Hood River County Chamber of Commerce

Local Tourism & Hospitality Industry (Business, Organization, Individual)

Example: Full Sail Brewing Tasting Room & Pub

Tourism Development Team

• Scott West, Chief Strategy Officer• Carole Astley, Industry Relations

Manager• Kristin Dahl, Sustainable Tourism

Development Manager• Michelle Woodard, Industry Relations Liaison• Patti Kileen, Coordinator• Linda Andrews, Tourism Development

Assistant• Jamie Porter, Industry Relations Assistant

Tourism Development Programs

• Governor’s Conference on Tourism• Product Development• Sustainable Tourism Initiatives• Matching Grants Program• Scenic Byways• Industry Communication• Industry Policy & Research• Oregon Q Care Customer Service Training

Program• Tourism & Hospitality Consortium• Welcome Centers

Governor’s Conference on Tourism

www.OregonTourismConference.com

Tourism Development Product Initiatives

Rural Tourism Studio Targeted niche market development National Geographic geotourism

initiative

PROGRAM GOALS

• Raise the awareness of the value of the tourism industry

• Stimulate new local business development

• Spark creativity and enthusiasm in participants

• Develop new tourism experiences and products

• Establish positive relationships between community leaders

• Leave behind nothing but action

WORKSHOP OFFERINGS

• Community tourism planning (visioning)

• Agri-tourism Product Development

• Cycling Tourism

• Nature-based Tourism

• Cultural Heritage Tourism

• Geotourism Product Development

• Creating & Producing High Impact Events

• Rural Tourism Marketing

• Fundraising for Tourism

• Teaming Up for Tourism

Oregon Bicycle Tourism Partnership

-Travel Oregon as convener since 2003

-120+ organizations involved from all

facets of cycling

-Meet 3-4x / year

Oregon Bicycle Tourism Partnership

OBJECTIVE:

To Make Oregon a

Premiere Cycling

Destination

OREGON SCENIC BIKEWAYS

Oregon Tribal

Tourism Working Group

• 9 Tribes of Oregon

• Collaborative projects

Birding Tourism Workgroup

Birding Guides:• Willamette Valley• Cascades• Klamath• Basin & Range• Coast

• Marketing• Fundraising• Network of

support

National GeographicCentral CascadesGeotourism Initiative

geotourism

Tourism that sustains or enhances the geographical character of a place—

its environment, culture, aesthetics, heritage, and the well-being of its residents.

Program Partners

U.S. Forest ServiceBureau of Land Management

Photo by Greg Lee

Sustainable Tourism Initiatives

Sustainable Tourism Initiatives

-Sustainable Tourism Advisory Committee

- Oregon’s Sustainable Business Challenge-A voluntary reporting program to show the commitment organizations have to sustainablility and environmentally responsible operations.

- Oregon Travel Philanthropy Fund -A program where visitors can donate to a cause in their chosen region of the state. Each region has a project.

www.TravelOregonForever.com

Internal Sustainability

Travel Oregon Green Team EarthWISE Certification Natural Step Training

Matching Grants Program

• $75,000 allocation available for 2011-12 cycle• + Rural Tourism Studio grant program

For: New tourism projects that contribute to the development and improvement of local economies and communities throughout the state by means of enhancement, expansion and promotion of the visitor industry. Generation of overnight stay in your region by partnerships with other local tourism businesses is important.

– One grant application per year– Funding request can be up to $10,000 (1 to 1 match required)– Minimum ask is $1,000– Competitive grant process

– 2011-12: Opens early June 2011; Applications Due August 2011

Matching Grant Examples

2010-2011 Grant Cycle: 10 grant recipients =

$59,917

Grand Total of all 2010-2011 Funded Grant Project Budgets: $143,435

Past Grant Examples:

Ski Oregon: Online and Print Advertising and Marketing Programs

Albany Visitors Association: Linn County Group Tour Planning Guide

Evergreen Aviation & Space Museum: Exhibit Translation into German, Italian, Spanish, Korean & Japanese

Yamhill Valley Visitors Association: Branding and Strategic Marketing Plan

Oregon Tour & Travel Alliance: Marketing pieces to promote Oregon packaged travel products in all 7 regions to domestic &

Canadian tour operators

Scenic Byways

Coordinate with ODOT & Statewide Committee

Coordinate with Consumer Marketing Department:

•Participate in regional Scenic Byway efforts

•Promote on www.TravelOregon.com/byways

•Scenic Byway Driving Guide

Umpqua River Scenic Byway

Scenic Byways Online

Industry Policy & Research

Policy: Government affairs, legislative issues, agency & partner relations

Research: Development and marketing decisions are based on research

Primary research studies include: •Local Transient Lodging Tax Survey

•Oregon Overnight Travel Study•Oregon Travel Impacts (1991-2009 economic impacts)

•Fishing, Hunting, Wildlife Viewing & Shellfishing in Oregon•Tourism & Hospitality Indicators Report

•Regional Research Travel Oregon Reports

All available on website:www.TravelOregon.com/Industry under Tourism Development

Tourism and Hospitality Consortium

• Goal: Promote the tourism & hospitality industry as a primary socio-economic driver in Oregon

• Key Message: “What’s good for tourism and hospitality is good for Oregon and what’s good for Oregon is good for the tourism and hospitality industry”

• Tourism & hospitality leaders comprise the Consortium Steering Committee

• 60+ leading industry organizations and individuals are involved

Tourism & Hospitality Consortium

Steering Committee

• Kari Westlund, President & CEO, Travel Lane County • Roger Fuhrman, Director, Oregon Department of Fish and

Wildlife• Katy Coba, Director, Department of Agriculture• Bill Cross, Director, Oregon Destination Marketing

Organization (formerly OACVB) • Todd Davidson, CEO, Travel Oregon• Jeff Miller, President & CEO, Travel Portland• Matt Garrett, Director, Oregon Department of Transportation• Cheryl Gribskov, Director, Travel Information Council• Alana Audette, President & CEO, Central Oregon Visitors

Association• Steve McCoid, CEO, Oregon Restaurant and Lodging

Association• Dave Tovey, representing Oregon Tribes• Tim Wood, Director, Oregon Parks and Recreation Department• Scott West, CSO, Travel Oregon

Oregon Q Care

• Oregon Q CARE Customer Service Training

Program

– www.OregonQCare.com – Visitor industry and regional focus– Exclusively online 24/7– Free of charge!– Introduction + 3 modules – Certificate self-generated at end

State Welcome Centers

• Travel Oregon operates 9 State Welcome Centers• Located at key entry points into Oregon• Brochure program

• Ashland• Astoria• Brookings • Klamath Falls• Lakeview• Ontario• Oregon City• Umatilla• Portland International Airport

Industry Website: www.traveloregon.com/industry

Organized by Department

Tourism Development

Industry Blog & Newsletter

• Get frequent updates on all Travel Oregon happenings

• News articles are sent out once a month as a newsletter

International & DomesticTravel Trade

International & DomesticTravel Trade Team

• Teresa O’Neill, Director, International Sales & Marketing

• Petra Hackworth, European Sales & Marketing Manager

• Lisa Itel, Travel Trade Manager, The Americas

• Rob Thomas, Travel Trade Manager, Asia• Chris Chester, Travel Trade Coordinator• Allison Keeney, Travel Trade Assistant

Did You Know?

International visitors:• Stay longer• Spend more• Book further in advance• Book out-of-the-way placesDomestic visitors:• Motorcoach travel has a large economic impact• Groups are looking for more niche market

activities• Everyone is looking for a unique experience

VisaVue® 2010

Travel Oregon estimates are based on and extrapolated from aggregate card usage data provided by VisaVue® Travel.

They incorporate data from other independent research sources. Spending amounts and patterns are based on face-to-face Visa card transactions in Oregon.

Transactions utilizing cash, pre-paid, phone, internet and other credit/debit cards are not included.

Conversion factors are used to extrapolate arrivals, but spending per visitor is in its raw form (only Visa card purchases).

Amounts on the sheet are rounded, with associated rounding errors. All calculations are done on un-rounded data.

2007 2008 2009 2010

Total, All* 1,594,000 1,487,000 1,477,000 1,641,000

Total, Top 13 1,424,000 1,329,000 1,324,000 1,424,000

Canada 1,132,000 1,060,000 1,084,000 1,159,000

Japan 57,000 52,000 46,000 49,000

UK 48,000 41,000 35,000 38,000

Germany (+A,CH) 40,000 36,000 31,000 32,000

Australia, NZ 35,000 32,000 32,000 36,000

Korea 25,000 22,000 18,000 22,000

Scandinavia 25,000 25,000 23,000 24,000

Mexico 14,000 13,000 10,000 12,000

France 12,000 13,000 12,000 12,000

Taiwan 10,000 9,000 7,000 9,000

China 10,000 11,000 13,000 19,000

Benelux 8,000 8,000 7,000 7,000

Italy 8,000 8,000 7,000 6,000

*All origin countries, using (all cardholder count) / (Top 13 cardholder count)

INTERNATIONAL ARRIVALS BY COUNTRY

57

48

40

35

25 25

1412

10 108 8

52

41

3632

2225

13 139

118 8

46

3531 32

18

23

1012

7

13

7 7

49

38

3236

2224

12 129

19

7 6

0

10

20

30

40

50

60

Japan UK Germany (+A,CH) Australia, NZ Korea Scandinavia Mexico France Taiwan China Benelux Italy

Thou

sand

s

Figure 2. International arrivals by country 2007 2008 2009 2010

Key International Markets

Top International Markets• Germany, United Kingdom, France, Benelux• Japan, Korea, China• Canada/USA• New market: Scandinavia• New market: Australia

Estimated Numbers by 2010:• United Kingdom, 5.4 million• Japan, 4.9 million• Germany, 1.7 million

* Per Office of Tourism Travel Industries

How We Reach Our Market . . .

• Media & Travel Trade Research Trips

• Trade Shows• Sales Missions• Partnering with

Regions• In-Country

Marketing Reps• Printed Material• Social Media: Twitter, Facebook

Key International and DomesticTrade Shows

• JATA and Japan Mission• Active America (Japan • and China)• North American Journeys• Go West (Western States)• ITB Berlin• USTA Pow Wow, U.S.• Canada Missions• National Tour Association• American Bus Association• TAP (Travel Alliance Partners) by invitation only• CITM (China) and Korea on alternating years

Domestic & Canada Media

European Media

Asia Media

Travel Channel EuropeOregon Uncovered Series

• Update on Travel Oregon’s “Oregon Uncovered” series with Travel Channel Europe: – During the months of November and December 2010 a

Sweepstakes Promotion will be featured on the Travel Channel Europe website

– The series will have special airings over the dates of November 7 & 8 and December 4 & 5 to promote the Sweepstake

– View the information and a 30 second clip that will run twice daily during the campaign go to http://www.travelchannel.co.uk/competitions/nov10_oregon.asp

– Seven, 60 second vignettes on each region of the state will also air three times a day throughout the campaign

– Additionally the series is now available as Video On Demand on the Travel Channel Europe website (go http://www.travelchannel.co.uk/oregonvod)

How Do We Work?

• In-country representatives• Public relations• Research Trips (fams)• Tour operators• Receptive tour operators• Travel agent education• Trade shows• Cooperation with Oregon regions• Cooperation with international carriers• Oregon Tour and Travel Alliance:

www.OregonPackagedTravel.com

Receptive Tour Operators/Wholesales

How do you work with Receptive Tour Operators?

• Discounted rates• Images• Relationships• Host clients (not just hotels)• Proactive

Who Does Oregon Compete With?

Goals for 2011

• Grow awareness in (and traffic from) key markets

• Focus on shoulder/low season

• Support winter flight capacity increases

• Evaluate performance

• Explore emerging market potential: – China– Australia– Scandinavian Countries

What Can You Do?

• Website• Printed materials• Research trips• Trade shows• Word-of-mouth• Cultural competence (taken International Seminar?)

Partnerships:• Local DMOs• RDMO’s• Travel Oregon• Receptive tour operators

DomesticConsumer Marketing

Department

Consumer Marketing Team

• Kevin Wright, Consumer Marketing Director• Holly Macfee, Director of Brand Strategy• Michelle Godfrey, PR Manager• Mo Sherifdeen, Interactive Marketing Manager• Michael Sturdevant, Marketing Manager• Amy Nyberg, Marketing Coordinator• Rhiannon West, Interactive Content Editor• Bryant Marban, Interactive Production

Coordinator• Linea Gagliano, PR Coordinator

Consumer Marketing Programs

• Media/Advertising – 2 year/$4 million campaign

• Public Relations & Publications – Media outreach and production of visitor

guides• Interactive

– Website, blog, e-newsletters• Fulfillment

– Guide distribution (website & 800 # requests, and BRCs)

Domestic Consumer Marketing Objectives

• Continue to Engage Consumers in the Oregon brand

• Breakthrough Market Clutter by Focusing our Messages

• Engage in Conversations with Consumers who Identify with the Oregon Mindset

• Leverage Oregon Fans

Background

• Market Situation:– Travelers taking shorter, closer-to-home vacations– Explosion of user-generated tips, desire to

discover local gems– Being specific will have positive impact on image

& trip generation

• Campaign Initiatives: – Two-pillar strategy: Culinary & Outdoor Recreation– Fresh creative– Paid media predominantly online-based– Consumer/media promotion

Two Pillar Marketing Strategy

Fall ‘10 Spring ‘11

Culinary Outdoor Recreation

Advertising Message: Position Oregon as a premiere

foodie destination. Featured stories about Oregon chefs, vintners, brewers, chocolate/cheesemakers, fishermen, distillers, and ranchers

Position Oregon as the travel

destination for outdoor recreation.

Media Strategy:

Ads placed in environments that appealed to culinary tourists (savvy sophisticates)

Ads placed in environments

that reach outdoor enthusiasts who travel

Promotion:

Oregon Bounty Wanderfeast contest

Oregon Adventurecation

Oregon. We Love Dreamers.The Sequel

• Storybuilding, not just Storytelling• Surround a highly targeted audience

in environments that feed their travel passions

• Execute high impact, heavy launch campaigns with integrated Advertising, PR & Promotions

Oregon’s Culinary Tourism Program

Comprehensive Food & Drink website – HomepageFood.TravelOregon.com

Mobile Site

http://food.traveloregon.com/wanderfeast/mushrooms-week/

Online Banner Ads

Bountiful Coverage in 2010

• 3 million listeners

• 20,000 newsletter readers

• 120,000 web visitors

• 23 million mag subscribers

Peter Greenberg Radio Show

Results

• The 2010 Oregon Bounty campaign met or exceeded all objectives and expectations: – Increased impressions 130% with a 53%

reduction in CPI over previous year– Received 7,250 contest entries and 1,000+

consumer-generated tips– Increased consumer engagement on website

from 30% to 41%. CPC down 17%– $318,000 in flights to Oregon booked on

Alaska/Horizon– 44% of consumer survey respondents (up from

21% in previous year) said Oregon Bounty motivated them to travel to or within Oregon

The Oregon Adventurecation

Outdoors.TravelOregon.com

Outdoor Travel Deals from throughout the

state Example of cycling inspiration section of website

8

Creative – Inspiration Maps

15 Second Television Spots

http://www.youtube.com/user/TravelOregon?feature=mhum#p/c/1/w2Ka0bwt6MU

Spring 2011 Advertising Plan

Overall: 50% TV / 50% Online

Domestic TV Markets:– local broadcast networks in Spokane, San

Francisco, Seattle, and Portland– limited national buy through select channels on

Dish Network’s partnership with Google TV

Canada TV:– Vancouver B.C., local network buy

Partner Marketing Toolkit

http://TravelOregon.MediaRoom.com

Travel Oregon’s PR Program

Targeted PitchingThe right story

to the right contact

at the right time

E-news Outreach‘What’s New’

‘Oregon Oddities’

FreelancersFoster

relationships,host preferred

writers

Oregon Bounty, Adventurecation

MonitorConversations

Word cloud trending

Core Program:

PR Campaigns:

New York media tour, culinary focus

Special event:

Publications

Travel Oregon Content Vehicles

Digital Magazine

General e-Newsletter

Grant’s Getaways with KGW

Niche e-Newsletters:

Outdoor, Culinary

Magazine.TravelOregon.com

Interactive Objectives

• Tell OR stories

• Facilitate fans’ sharing

• Continue to maintain TO as trusted & comp. source

• Engage at every stage of trip planning

•Tools to make planning and trip exp. Fun

• Provide partners range of opps (free + paid)

• Global accessibility of OR tourism info

The Digital Ecosystem2.2+ million unique visitors (2009-10)

[TravelOregon.com | Blog | Magazine | GoSeeOregon | Ride Oregon | Oregon Bounty| Campaign Sites + Social Media Channels

Touch Points Across Trip Planning

[Sites]

TravelOregon.com

Food & Drink

Magazine

Go See Oregon

Ride Oregon

Blog

2.2 million unique visitors

[E-News’]

General Travel(Monthly, 140k)

Outdoor Enthusiasts

(Odd months, 7K+)

Foodies(Even months,

7K+)

176K Annual Impressions

[Outposts]

[To come: mobile apps, social media customer service etc.]

New Content Paradigm

Big Daddy Content Calendar

Free Opportunities

• Content, Content, Content!– Stories (video/photos/words)– Quarterly Callouts to RDMOs for PR

Themes & Online Story Ideas

• How?- Stories: PR@TravelOregon.com- Communications team fall road trip

Advertising Opportunities• Print – Oregon Visitor Guide• Travel Oregon Ad Network

– TravelOregon.com– E-Newsletters

• General• Culinary• Outdoor

• Travel Oregon Digital Magazine• Contact Betsy Hand for more information

– betsyh@mediamerica.net, 503-445-8809

www.mediamerica.net/media-kit.html

Partnership Opportunities

www.TravelOregon.com/industry

Thank you for attending today!