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February 10, 2009 Rebranding Highlights: After months of planning and research, tourism officials at the Convention & Visitors Association of Lane County Oregon (CVALCO) will be heading in a new direction when it comes to marketing and promoting Lane County as a visitor, meeting and event destination. Beginning March 2, 2009, CVALCO will transition to its new organization name and brand identity. CVALCO will become Travel Lane County and market the destination as Eugene, Cascades & Coast, with the slogan “Real Adventures. Real Close.” CVALCO Background & Mission: The Convention & Visitors Association of Lane County Oregon (CVALCO) has been marketing the county as a destination for leisure travel, as well as a site for conventions, meetings and events for nearly 30 years. A private, nonprofit organization,CVALCO was originally founded as the Eugene-Springfield Convention & Visitor Bureau in 1980. It has operated under its current name since 1993, with the slogan "See All of Oregon in Lane County." CVALCO is dedicated to its mission of increasing the number of overnight visitors to Lane County for the benefit of its 500members, and all businesses and citizens who depend on a strong Lane County economy. Annually, Lane County’s visitor industry generates more than $573 million dollars for the local economy and supports 7,570 jobs. Why rebrand: The tourism industry is a vital component of Lane County’s economy. CVALCO needs to remain competitive in the marketplace to garner the greatest return from the county’s investment in tourism marketing. In an increasingly crowded environment where travelers have an oversupply of options, destinations need to distinguish themselves from their competitors, build a compelling identity, and generate greater awareness of their destination. Under the current branding, CVALCO has faced challenges with both its organizational name, as well as its county-focused marketing strategy. Rebranding Background: In April 2008, CVALCO appointed Oregon-based Total Destination Management (TDM), to examine its current marketing efforts and develop a brand strategy to enhance the identity and competitiveness of the county as a travel, convention, meeting and event destination. During the past year, TDM conducted comprehensive research that identified Lane County’s competitive advantages, opportunities, challenges and distinctive characteristics. The process also examined CVALCO’s current organizational name, slogan and county-focused identity.During the process, TDM worked with a locally appointed Brand Advisory Committee that contributed input throughout the planning phases of the project. TDM also conducted Visitor Readiness Reports for five Lane County communities to provide guidance for enhancing local visitor experiences. Reports are available for review at www.VisitLaneCounty.org/vrr. Key Research Findings: Total Destination Management conducted one-on-one stakeholder interviews; stakeholder focus group sessions; and interviews with meeting planners, tour operators and sporting event organizers. Resident and visitor surveys were also conducted. Key findings included: Lane County as a destination was not resonating with travelers, nor was it easily identified. Eugene’s name recognition was more well known.