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<br />GOAL II: ESTABLISH EUGENE-SPRINGFIELD AS A UNIQUE PLACE <br />TO EXPERIENCE THE ARTS <br /> <br />Eugene-Springfield has high quality music, drama, and dance <br />produced all year. Our community is a place where visitors can <br />enjoy art and numerous other offerings unique to our region such <br />as mountains, coast, rivers and lakes, wineries, horticulture and <br />cuisine. <br />To establish our area as a destination point for the arts, we <br />must differentiate Eugene-Springfield arts and recreation opportu- <br />nities from others in other areas. A joint marketing effort is essential. <br /> <br />KEY RECOMMENDATIONS <br /> <br />Coordinate and market a. "Seamless <br />Summer of Arts" <br />Current arts programs should be <br />developed and aggressively marketed as <br />a stunnler season filled with high quality <br />events and activities that draw visitors <br />to the region and give them a reason to <br />stay for extended periods of time. <br />We already have a wide range <br />of summertime activities, beginning <br />with Fiesta Latina in May and going <br />until the Eugene Celebration in Sep- <br />tember. Included are the Oregon Bach <br />Festival, the Oregon Festival of Ameri- <br />can Music. Key individual ingedients <br />are in place but need to be jointly <br />marketed. <br /> <br />10 <br /> <br />1 <br />. j <br /> <br />J <br /> <br />Produce unified marketing of the arts <br />Building on the "Seamless Summer of <br />Arts", the region can better coordinate <br />all its arts activities and events. <br />Combining the marketing <br />efforts of all arts groups with the <br />Convention and Visitors Association of <br />Lane County (CVALCO) and each city's <br />chamber of commerce will produce a <br />much more effective campaign than if <br />each organization continues to pursue <br />an independent plan. <br />Aggressively marketing our <br />high quality arts events and activities <br />throughout the Northwest will attract <br />more visitors who will spend both <br />time and money in our region, <br /> <br />J <br /> <br />:1 <br /> <br />~1 <br />J <br /> <br />"] <br />" j <br /> <br />Encourage and promote arts-related <br />computer and electronic technology <br />Through the University of Oregon and <br />a budding software industry. Eugene- <br />Springfield was identified as a center <br />for computer graphics over a decade <br />ago. The time is ripe to develop the <br />potential available in this community <br />for further arts-related computer and <br />electronic technology. <br />