Item C: Tourism Update - Laserfiche WebLink

Home Browse Search

A stronger focus on activities and experiences was needed, such as mountain biking, river activities, sand boarding, snow sports and golf. More emphasis was needed on the county’s most appealing attributes. Small operators and outfitters were not getting to market. Greater unity was needed around a single message. Eugene, Cascades & Coast Brand: The research showed thata Lane County-focused marketing strategy was not resonating well with travelers outside the region. The name Eugene, Cascades & Coast helps the region become more easily identifiable. It capitalizes on the national awareness of Eugene, as well as the familiarity of the Cascade Mountains and coast regions. “Real Adventures. Real Close”: The research consistently pointed to the strength of the county as being a destination that offers an extensive variety of nature-based, adventure activities. All areas and communities throughout Lane County offer some form of adventure opportunity, particularly connected with the diverse, natural environment. From kayaking and mountain biking to hiking and sandboarding, the county providesabundant and easily accessedadventures for all types of travelers. The theme was recognized as one that would complement other county offerings, like touring the area’s wine country or enjoying the culinary or performing arts scene. Logo Design: Oslund Design was selected to create the visual logo and initial advertising displays. Whilea logo can’trepresent all the diverse adventures in Lane County, the selected icons represent key experiences distinct to the county. The sandboarder/ snowboarder represents both the distinct dune experiencesoffered in the coastal region, as well as winter sports in the Cascades. The McKenzie River driftboat, invented in Lane County, along with the fishing icons, honors both fresh and salt water fishing throughout the county. The cyclist represents the abundant cycling opportunities, events and infrastructure in the region, from the extensive bike trail systemin the metro area to the highly-acclaimed mountain biking opportunities in the Oakridge area. CVALCO Transitions to Travel Lane County: CVALCO’s name change to Travel Lane County reflects an alignment with convention and visitor associations across the state, including Travel Oregon, Travel Portland and Travel Salem. The Travel Lane County name, which will be used primarily from a local and industry standpoint, will more succinctly identify both the organization and its mission than the previous name. From business collateral and signage to its Web site, the name Travel Lane County will replace all CVALCO references beginning March 2, 2009. Adventure Visitor Center: Opportunities to reposition Lane County and generate greater visibility are being explored in the form of a new visitor center. The adventure-themed center would be located adjacent to Interstate-5 in Springfield’s Gateway area. An I-5 location would place the visitor center in close proximity to 71,000 travelers that drive the corridor daily, significantly boosting opportunities to interact with visitors. The visitor center would be designed to immerse travelers in the adventure experiences of Lane County, through visual designs, videos, special presentations, easy access to adventure trips and personal assistance from adventure specialists. For more information about Travel Lane County, visit www.TravelLaneCounty.org or call (541) 484-5307. ###