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HomeMy WebLinkAboutItem B: City Council Goal Update-Arts and Outdoors ECC UGENE ITY OUNCIL AIS GENDA TEM UMMARY Work Session: City Council Goal Update - Arts and Outdoors Meeting Date: February 11, 2009 Agenda Item Number: B Department: Library, Recreation & Cultural Services Staff Contact: Renee Grube www.eugene-or.gov Contact Telephone Number: 682-6065 ISSUE STATEMENT Staff is providing an update on implementation of the Arts and Outdoors goal and the City Council is asked to provide feedback and guidance. BACKGROUND The City Council’s Arts and Outdoors goal has been in place since 2005. In 2007, the council slightly adjusted the language of the goal to “Strengthen our commitment to community arts and outdoors assets.” Following City Council approval of the action plan, the interdepartmental Arts and Outdoors Goal staff team began implementation. In September 2005, the City Council approved the slogan, “World’s Greatest City of the Arts and Outdoors,” to be used in promoting Eugene as a center for arts and outdoors activities. The purpose of this goal, as articulated in the original action plan approved by the City Council, is to strengthen and promote Eugene’s unique combination of arts and outdoors assets as a community-wide, sustainable economic development strategy. Strengthening the city’s arts and outdoors resources and presenting a cohesive “arts and outdoors” theme will produce a significant twofold benefit: 1) increased sustainable economic activity through enhanced tourism and commerce, and 2) improved community livability for area residents with expanded access to arts and outdoors amenities. Especially during the current recession, both benefits are extremely important to the community. Preserving and enhancing jobs, incomes and commercial activity is paramount. Cultural and recreational tourism are significant contributors to the local economy and provide fertile ground for further development. For example, when patrons attend a performing arts event, they often make additional expenditures such as for dinner at a restaurant beforehand, drinks or dessert afterward, baby- sitting, gas and parking. The cumulative effect is a positive and measurable impact on the economic vitality of the community. Based on an accepted estimating method called the “Arts and Economic Prosperity Calculator,” the Hult Center’s “industry impact” to the region is $12.3 million per year. Attachment A includes additional information about the economic benefits of the Hult Center and Cuthbert Amphitheatre as illustrations of the current and potential sustainable economic development impacts of arts and outdoors development and marketing. Z:\CMO\2009 Council Agendas\M090211\S090211B.doc At the same time, maintaining and increasing accessible opportunities to recreate and enjoy outdoor and cultural experiences helps strengthen the community and supports Eugene residents - individuals and families - to stay healthy and enjoy life even while dealing with economic challenges. Highlights of Goal Accomplishments: 1) Development of Arts Resources ? Cultural Policy Review Many of the objectives of the Arts and Outdoors action plan, including resource assessment, developing partnerships and identifying opportunities and projects to further the arts and outdoors identity of the community, are being addressed in part through the Cultural Policy Review (CPR) process. The top priority CPR strategies are currently being implemented: Arts and Business Alliance of Eugene – The launch of the Arts and Business Alliance of o Eugene in October was attended by nearly 100 individuals representing both business sectors. The alliance will provide opportunities for the non-profit and for-profit sectors to work together more intentionally to accomplish mutual goals. The alliance has developed a business plan and is currently drafting bylaws for this volunteer effort that is supported by the University of Oregon, Lane Community College, the Eugene Chamber of Commerce, the Convention and Visitors Association and the City of Eugene. Hult Assessment –Steven Wolff, principal with AMS Planning and Research, presented the o findings of the Hult Center operations assessment to the Cultural Services Advisory Committee in January. The assessment includes a benchmark study comparing the Hult Center with seven similar facilities located across the country. Staff will review and discuss the tentative action plan with the committee and stakeholders in February or March. Public Art - Cultural Services staff was successful in receiving a $25,000 grant from the o National Endowment for the Arts to fund a public arts master plan for the City of Eugene. The Public Art Committee and City staff, representing several departments, are currently developing the scope of the work to be done by a public arts consultant. ? Cuthbert Amphitheater in Alton Baker Park The City’s partnership with Kit Kesey and David Leiken continues to deliver a program of high quality community events for all ages and tastes during the summer months at the venue located in Alton Baker Park. Improvements to the seating configuration will increase the capacity and opportunity to secure more popular entertainment offerings in Eugene beginning this season. 2) Development of Outdoors Resources ? A Revitalized Riverfront The 12-mile Ruth Bascom Riverbank Path System was enhanced with the addition of detailed maps and interpretive signs at 13 key locations, directional quarter-mile markers, and a new hand-held map of the system available at a number of destinations throughout the city. Funding came from more than 50 local business and individual sponsorships raised in partnership with the Eugene Parks Foundation, as well as from State of Oregon lottery dollars. In addition, Alton Baker Park received new kiosks and maps, two updated Pre’s Trail maps, and natural area interpretive signage. ? Park Land Acquisition The 2006 Parks Bond funded a number of land acquisitions including the addition of over 250 acres to the Ridgeline Park System, 170 acres to Golden Gardens Park, and nearly 20 acres for the future Santa Clara Community Park. The additional Ridgeline parkland contains endangered Oregon White Z:\CMO\2009 Council Agendas\M090211\S090211B.doc Oak habitat and very high quality pieces of rare upland prairie habitat. The Ridgeline Trail was also enhanced with the installation of new trailhead kiosks, trail maps, and way-finding signage. ? New Parks and Sports Fields The 2006 Parks Bond also funded the construction of a new park at Willakenzie and a new park at Rosetta, as well as six new synthetic sports fields at Meadowview School, as well as Cal Young, Madison, Spencer Butte, and the Arts and Technical Academy (Jefferson) middle schools and Willamette High School. ? Natural Area Enhancements Golden Gardens Park – The site continued to transform into a natural park setting to better o serve the surrounding urban community. Improvements included more gradually sloping natural banks, plantings of native plants and trees, and creation of a recreational trail. The Golden Gardens Park grand opening celebration is scheduled for June 25, 2009. Delta Ponds– Significant habitat improvements were made through the conversion ofsteep, o blackberry-dominated banks to gradually sloping riparian benches around pond edges. This will provide better habitat for a variety of fish and wildlife, including juvenile Chinook salmon, American beaver, western pond turtles, and migratory song birds. The City of Eugene received an Oregon 150 grant from the Oregon Department of Fish and Wildlife to plant native trees, shrubs and forbs to enhance this project. ? Neighborhood and Community Involvement In 2008, seven groups received Neighborhood Matching Grant funding to help improve their local parks. The projects ranged from enhancing waterways with native plants to restoring hiking trails, and renovating playground structures. Projects were located within Lafferty, Willakenzie, West University, Friendly, University, Hendricks and Spencer Butte parks. Community members also donated over $74,000 to benefit park improvement projects and volunteered over 11,000 hours to improve parks and natural areas. ? Reconnecting to the Outdoors After presenting information at the National Recreation and Parks Association (NRPA) Environmental Sustainability & Stewardship conference in Portland last spring, Outdoor Program staff presented information about Project Full Moon Rising at the NRPA Annual Congress this fall in Baltimore. Using the Urban Outdoor Adventures program as a starting point, Project Full Moon Rising is an educational project designed to increase awareness of the benefits associated with connection to nature. The program highlights the easy access to urban natural areas that Eugene offers, as well as all the program resources Eugene provides residents to help make this connection. st New projects include direct integration of environmental education into a 1 grade class at the Academy for Arts & Technology. Staff is also organizing a 2009 statewide rendezvous of outdoor providers, state and federal agencies to support efforts to increase nature education and connections for youth and families. One goal is to pass the No Child Left Inside Act legislation currently being addressed in Salem. This would enable environmental education programs such as Project Full Moon Rising to be eligible to receive federal education funds. 3) Arts and Outdoors Marketing ? Theme/slogan – TheMarketing Steering Committee, including community members representing key stakeholder groups such as CVALCO, the University of Oregon, the Eugene Area Chamber of Commerce and outdoors-related business, was asked to provide input on how to achieve broader community participation in promoting Eugene’s arts and outdoors assets. The partners endorsed arts and outdoors as the right positioning for collaborative marketing of the community and a basic theme they all can support, however they asked the City to consider variations on possible ways to Z:\CMO\2009 Council Agendas\M090211\S090211B.doc communicate the identity in marketing materials, seeking to find something all partners would feel comfortable to use consistently. Staff subsequently spoke informally with a professional marketing firm for advice. After considerable deliberation, the staff team decided not to pursue a formal change in the approved slogan, but to encourage partners to use the arts and outdoors theme in different variations that would work best for their purposes. The City and some partners continue to use the theme in slightly varying ways. Examples of how it has been incorporated recently at the shared Eugene 08 booth and in various marketing materials will be presented at the council meeting. ? Story promotion – The staff team has created a draft story pitch plan that highlights many of the world-class features that make Eugene a great city for the arts and outdoors. The plan outlines story ideas and resources for background, interviews, and visuals to support staff and partners in pitching stories to local, regional and national media. A summary of the story lines included in the plan thus far is attached (Attachment B.) Staff will work with key partners to refine the plan and target media to obtain stories at opportune times. This is a strategy that was used with considerable success in promoting the area before and during Eugene 08. ? Tourism marketing – The City’s lead partner in marketing our area to visitors is the Convention & Visitors Association of Lane County Oregon. CVALCO has been developing a new brand identity for their countywide tourism marketing efforts. The results include a new organizational name, slogan and an overall marketing focus that centers on Eugene as the key marketing name of the region. Kari Westlund, president and CEO of CVALCO, will present information on their new direction at a City Council work session on February 25. 4) 2008 Olympic Track and Field Trials – Eugene 08 Eugene 08 was a phenomenal success and provided the single largest opportunity to strengthen and promote Eugene’s arts and outdoors assets. Many partnerships were expanded and deepened; these relationships will serve the community well in promotion of the arts and outdoors and in addressing multiple shared goals, challenges and issues in the months and years to come. ? Community image – Media coverage before, during and after the event was voluminous and overwhelmingly positive. Local coverage was particularly significant with a very high volume of stories and special features. Outside the local area, hundreds of clippings from print media alone were gathered from national and international sources. While many stories focused primarily on the competition, literally hundreds of articles and subsequent website entries highlighted targeted key messages about community livability, natural and cultural resources. ? Community programs – Several programs were designed to encourage youth to lead healthy and active lifestyles and to develop the future of the sport of track and field. The All-Comers meets on the two non-competition days had record participation estimated at 1500-2000. The Personal Best Youth Camp brought youths from around Oregon for a life-changing experience on campus, attending leadership classes and volunteering during the competition. ? Eugene 08 Legacy Projects – Facility and park improvement projects connected with Eugene 08 leave a lasting legacy for the community. The Autzen Footpath received 36 new pedestrian-scale light fixtures. As noted above, the Riverbank Path was improved with signs and quarter-mile markers and Alton Baker Park now has kiosks with new park maps, a Pre’s Trail map, and interpretive signage. Also, the five Willamette River pedestrian bridges were cleaned and enhanced with new railings. Related to Eugene 08, the new synthetic track and sports field at the Arts and Technology Academy received partial funding from NIKE, and additional NIKE support will fund scholarships and track equipment. Z:\CMO\2009 Council Agendas\M090211\S090211B.doc ? Economic development impact – Attendance for the eight-day meet itself was 167,123, approximately half of which was local and half from out-of-town. In addition, estimated attendance at the Eugene 08 Festival was an average of 6,000 per day for 10 days, or a total of 60,000 over the full ten days. The total estimated economic impact is $28 million, which includes approximately $18 million directly related to the meet, and $10 million in incremental impact associated with the Festival. 5) Positioning for the Future ? Track Town, USA – The 2008 Olympic Trials firmly reestablished Eugene’s title as Track Town, USA. Eugene is set to host a major national track and field event in each of the next four years - the U.S. National Track and Field championships in 2009 and 2011, the NCAA Championships in 2010, and the U.S. Olympic Track and Field Trials again in 2012. This provides a significant platform to continue to develop and promote Eugene’s identity as a world-class city for the arts and outdoors. ? Special Events Support – The City has established some new systems to support special events as a means of enriching lives and strengthening communities through the celebration of arts, sports, culture, and commerce. A new website helps event organizers plan and serves as a guide in determining which permits, reservations and licenses may be needed from the City. It provides links to key documents, staff and non-city agencies. An interdepartmental staff team works to streamline and coordinate special event permit reviews and cooperatively address any issues. RELATED CITY POLICIES Both the Parks, Recreation and Open Space Comprehensive Plan and the Cultural Policy Review provide significant policy direction, as well as specific work plans, related to the Arts and Outdoors action plan. The goal also relates directly to the Eugene Downtown Plan and the 1% for Arts policy, and to the goals of the Sustainable Business Initiative. COUNCIL OPTIONS The council may provide feedback and guidance to staff on further implementation of the Arts and Outdoors goal. CITY MANAGER’S RECOMMENDATION The City Manager has no recommendation and no action is requested. SUGGESTED MOTION No motion is recommended. ATTACHMENTS A. Hult Center and Cuthbert Economic Benefit B. Arts and Outdoors storylines C. Amended Arts and Outdoors measures D. Arts and Outdoors staff team roster Z:\CMO\2009 Council Agendas\M090211\S090211B.doc FOR MORE INFORMATION Staff Contact: Renee Grube Telephone: 682-5067 Staff E-Mail: renee.l.grube@ci.eugene.or.us Z:\CMO\2009 Council Agendas\M090211\S090211B.doc ATTACHMENT A Hult Center and Cuthbert Amphitheater Economic Impact When patrons attend a performing arts event, they may purchase dinner at a restaurant, pay to park, eat dessert after the show, and return home and pay the baby-sitter. All of these expenditures have a positive and measurable impact on the economic vitality of the community. Americans for the Arts, the nation's leading non-profit organization for advancing the arts in America, has, through research and development in over 156 communities, devised an “Arts and Economic Prosperity Calculator.” By inputting only three variables – total population, total annual expenditures by the facility, and total attendance – the total economic impact on the region is calculated. According to this estimate, the Hult Center’s “industry impact” to the region based on dollars spent by this organization, and event-related spending by arts and culture audiences is: ? $12.3 million economic impact ? 360 full-time equivalent jobs that are supported by these expenditures ? $6.4 million in household income or the total dollars paid to community residents ? $552,000 in local government revenue and $599,000 in state government revenue as a result of the expenditures made. The industry impact of Cuthbert Amphitheater* using the same variables listed above is: ? $1.9 million economic impact ? 57.4 full-time equivalent jobs that are supported by these expenditures ? $1.2 million in household income or the total dollars paid to community residents ? $76,900 in local government revenue and $94,250 in state government revenue as a result of the expenditures made. estimate *Total annual expenditures include those made by the City of Eugene and an of those made by the contracted vendor managing the facility (artist fees, production, marketing, other ancillary expenses). C: Reports/Economic Impact.doc kh 1-09 Arts & Outdoors Story Pitch Plan ATTACHMENT B Draft – November 2008 THEME: EUGENE World’s Greatest City for the Arts & Outdoors A World Class City for the Arts & Outdoors A Great City for the Arts & Outdoors KEY MESSAGE: Eugene boasts a unique combination of abundant arts and cultural offerings and a wide range of easily accessible outdoor experiences. STORIES: 1) Eugene’s performing arts scene is alive Eugene’s performing arts scene is alive with theater, dance, and live music of all genres. The community features five professional performing arts companies (the Eugene Ballet, Eugene Concert Choir, Eugene Opera, Eugene Symphony, and Oregon Mozart Players,) two three-week-long summer festivals (Oregon Bach Festival and Festival of American Music) and four theater companies (Lord Leebrick, Encore, Rose Children’s, Very Little Theatre and many large and small dance schools and studios. Sub-stories: a. Find Eugene residents who moved their home and business here because of the active art scene (Julie and Dan Celeste) b. Very Little Theatre (VLT): One of the oldest and most successful community th theaters in the nation, in it’s 80 season c. Actors Cabaret of Eugene’s youth program Youth Academy and this year’s permanent conversion of one stage for the Youth Academy d. Profile of small dance companies, like Phenomenon Hip-Hop Dance Co. and profile of Vanessa Fuller e. A person who makes a living working in the arts e.g.: Susan (Jacobs Gallery) f. Businesses (big and small) that support the arts and also make money from the Arts (RG, QSL, graphic designers) g. The top 3 performing arts patrons in Eugene (per Hult Center tix office) NOTE: work to equally emphasize any “outdoor angels” of the patrons h. Lord Leebrick Theater Company’s intend to expand with the search for a new theater location in downtown Eugene i.The growth and partnership aspect w/City of Eugene Rec of Free Shakespeare in the Park, NOTE: the outdoors (parks) tie-in here Lead: Billie Moser/Hult Center Target media: large regional, small regional Opportunities: Small regional: Bend – GO Magazine (Bulletin for going out of town), Seattle and Tacoma, Medford, Ashland, Newport Large regional: Sunset –West Coast issue Interview: depends on story, John Evans/Bach Festival; Mark Beudert/Opera; Craig Willis/Lord Leebrick Theater, someone from the Rose Children’s Theater, Potential partners: CVALCO, Amtrak Timing : year-round 2) Performing arts venues in Eugene are plentiful and varied Downtown Eugene alone is home to four venues, the Hult Center for the Performing Arts, with two halls (plus an award-winning visual arts gallery), the Oregon Shedd Institute for the Arts, the McDonald Theatre and WOW Hall. In addition, Eugene supports additional performing arts venues outside of the downtown core: Very Little Theatre; Beall Concert Hall and Robinson Theater on the UO campus; and a large open air summer concert venue is the 4,000 person capacity outdoor Cuthbert Amphitheater located in beautiful Alton Baker Park. Sub-story: a. Local Grammy Award-winning musician Mason Williams, performing and living Eugene b. The stage craft profession: speak to a Hult Center stage hand, or any of other venues’ stage hands. New technology. c. Conversion of space at the Cuthbert, increasing its usability for small and large events, and increasing capacity. d. Churches as performing arts spaces in Eugene Lead: Billie Moser/Hult Center Target media: small regional, large regional Opportunities: Small regional: Grants Pass, Roseburg, Coos Bay, Salem, Large regional: Seattle, Tacoma, Spokane, Boise-daily papers; Sunset –West Coast issue; Interview: Laura Niles, CS Director, City of Eugene; Kit Kesey, Kesey Enterprises (Mc Donald and concessionaire of Cuthbert) Potential partners: CVALCO Timing : year-round, maybe best in Oct/Nov for winter story 3) Grammy Award-winning, world-class international Oregon Bach Festival th celebrates its 40 year Each year the Oregon Bach Festival celebrates the works of Johann Sebastian Bach and other composers by gathering internationally heralded musicians to perform masterworks for chorus and orchestra. The U of O’s Grammy winning festival is one of the best of its kind anywhere, cited by Newsweek, the NY Times, Time magazine, the LA Times and many others for its high artistic quality. Its worldwide recognition attracts an annual th audience of 32,000 for its 17 days. In 2009, the Bach Festival celebrates its 40 anniversary. Sub-stories: a. Musicians living with Eugeneans during Festival and the close relationships that have been formed b. Musicians that came 35-40 years ago and are still playing/made it “big”/whose child plays in OBF now/etc c. The story of Trio Voronezh from Russia, debuting at OBF in 1996 and now lives and works in Eugene d. PICCFEST, the story and home in downtown Eugene, inclusion and diversity Lead: Billie Moser/Hult Center Assist/review: George Evano/Oregon Bach Festival Target media: small regional, large regional, national Opportunities: Small regional: all of Oregon, with emphasis on Portland, Salem, Medford/Ashland, Bend Large regional: Seattle, Tacoma, Spokane, Boise-daily papers; Sunset –West Coast issue; National: call CVALCO and Travel Oregon for suggestions/leads/journalists who have visited Interview: John Evans, Royce Saltzman, Helmut Rilling, amusician (call George), a Eugene person who has hosted OBF musicians for years (Hult Center usher) Potential partners: CVALCO, Travel Oregon Timing : fall/winter for May spring (May) coverage 4) The Jordan Schnitzer Museum of Art - an outstanding visual arts venue The Jordan Schnitzer Museum of Art on the University of Oregon campus is a beautiful historic venue that offers access to the important Murray Wanter Collection of Oriental Art and as well as leading edge exhibitions for all ages. The museum was established in 1933 to display the Murray Wanter Collection bequeathed in 1921 by his wife. With a gift from Jordan Schnitzer, the venue was expanded and the collection updated. In 2005 the museum re-opened following a significant expansion and modernization project. The museum of art building remains one of the most distinctive architectural structures in Oregon and is listed on the National Register for Historic Places. The museum features: ? Collections galleries featuring American, European, Korean, Chinese, and Japanese art, ? A changing Exhibitions Gallery totaling nearly 4,000 square feet, ? An educational suite, with an interactive discovery gallery, ? An art studio, ? Lecture hall, and reception hall. Lead: Laura Niles Target media: Based on topic i.e. new philanthrophy in the arts or exhibit content this story could go local, regional and possibly national. Interviews: Jill Hartz (new Museum Director), Erick Hoffman (Marketing Manager) Hope Pressman and Connie Huling (board), Jordan Schnitzer, philanthropist. 5) Visual artists – Living and working in Eugene If you're in Eugene, Oregon, where Willamette Street meets 8th Avenue, you'll find yourself in the heart of the area known as the Eugene Gallery District©. This is the area where the arts indeed come alive! Over a dozen art galleries as well as the renowned Saturday Market, the oldest weekly outdoor arts market in the United States, are at the center of Eugene’s downtown. Saturday Market, initiated in 1970, is the “keeper” of the counter culture heritage. It is a place to go back in time. Lead: Laura Niles with Tina Rinaldi, Robert Canaga and Mary Unruh. Target media: Local, Regional, National with focus on connection to arts and the last 40 years in Eugene and an embrace of the “counter culture” of the 60s & 70s. Interviews: Beth Little, Saturday Market Manager, Robert Canaga, Owner, Opus 6 and creator of EGD! (Eugene Gallery District), Mary Unruh, manager, Downtown Initiative for the Arts. An artist who began at Saturday Market in the 70s perhaps and now either has moved to larger quarters, gone national in sales or reputation. Tin WoodsmanBev Suggestions : , pewter pieces sold around the world, SoaseyLotte Streisinger - , visual artist, Streisinger worked as a potter, selling at Saturday Market and elsewhere for more than 40 years. When back surgery made clay work too heavy, she turned to printmaking, writing 6) Eugene’s Thriving Climbing Community A big part of the outdoor attraction to living in Eugene is the access to climbing. Many rock climbing enthusiasts need to travel to the mountains to pursue their sport, but what makes Eugene so special is the variety of climbing opportunities inside the city limits. Sub-stories: a. Skinner Butte Columns Skinners Butte Columns provide exceptional climbing opportunities just minutes from downtown. An exposed section of columnar basalt offers Eugene climbers 10 -12 different routes with ratings as high as 5.10. The “Columns” also provide an excellent progression of boulder and other top rope climbing opportunities. Any rain free day in Eugene will draw climbers to this great outdoor resource. Interview - Roger Bailey b. Indoor Climbing Walls University of Oregon climbing wall serves students and community members, open climbs and classes. Eugene School District 4J has a climbing wall in each of their 8 middle schools which are used for PE classes to teach life long fitness activities, and partnerships with the City of Eugene for after-school programs and evening and weekend community climbs. Eugene also has a private rock gym business offering classes, drop-ins, and a sponsored climbing team. Interview - U of O Outdoor Pursuits & Outdoor Program Interview - Owner Crux Rock Gym Interview - School district 4j and City of Eugene staff – Aimee Goglia c. Tree Climbing A new activity in the world that has taken hold in Eugene community is tree climbing. As part of Urban Outdoor Adventures – community climbs in community parks. Serving afterschool programs, community drop-in classes, and special events. Eugene has the only municipal recreation division offering this activity. Trees are personalized – Bonita, Wally the Walnut, & others in community parks. Interview - Aimee Goglia Photos: City of Eugene Outdoor Program – youth and family climbs U of O Outdoor Pursuits & Outdoor Program - Lynn Hill climbing demo. Crux Climbing Gym Target Media Nationally – variety of climbing opportunities. Regional – everywhere in Oregon except Bend. Lead: Craig Smith 7) Eugene – At the Confluence of Two Prominent Rivers River confluences are unique and special places. The confluence of the Willamette and McKenzie is the juncture of two distinct rivers, each with their own history in shaping the local community, and each providing amazing outdoor recreational pleasures. Substories: a. Willamette River The Willamette River is the backbone of Oregon, creating the rich and fertile Willamette Valley that connects the major population centers of the state. As it meanders into Eugene, few people realize that it offers a beautiful canoe trail that can be paddled all the way to Portland. The recently completed Willamette River Water Trail Guide, makes access to the river easily accessible. Groups can paddle the length of the Willamette from Eugene to Portland. Many locals enjoy this river for the 140 species of birds, and the variety of fish that inhabit it, and the diverse nature that is offered on it’s banks. Interview – Willamette River Keeper, Travis Williams or Oregon State Parks Interview – Omar Nelson and Jack concerning the paddling group that does an annual trip on river. b. McKenzie River McKenzie Whitewater- For outdoor enthusiasts, the McKenzie River is the more famous of the two. The lush McKenzie River Valley is a gateway into some of Oregon’s most beautiful forest settings. The steeper upper sections of the river provide world class kayaking opportunities, that then give way to rafting Class 3 rapids. River Companies and kayak schools serving local population and visitors to the area. Interview - kayakers Interview - rafting company McKenzie Flyfishing- The historic lore of the McKenzie draws fisherman from all over the world. Fly fishing on the McKenzie is at the top of the list for those in the know. The unique McKenzie River drift boat is known far and wide for it’s grace on the water and it’s functionality as a river fishing craft. Interview - Helfrich Family– Founders of the famed McKenzie Drift Boat, this family has made a living from the McKenzie waters for four generations, serving as river raft and fishing guides. Interview – Chris Daughters, owner of the Caddis Fly Shop Interview - additional fishing guides – Bob Z. Video/Photos ? CVALCO has B-roll of Lane County destinations, activities and events. List available upon request. ? Local photographer at Marten Rapids. ? Photo of kayaker dropping Sahalie Falls. Target Media ? Internationally – fly fishing Mckenzie ? Nationally - fly fishing McKenzie & kayaking Mckenzie ? Regionally – Oregon, Washington, the Willamette River corridor Lead: Craig Smith 8) Eugene’s Ridgeline Trail offers 1300 Acres of Hiking and Biking Close to Home Situated along the Willamette River between the Oregon Coast and the Cascade Mountain Range, Eugene is framed by the forested Ridgeline Trail System home to over 14 miles of hiking, biking and running trails. This much-loved outdoor haven winds its way through diverse habitats including old growth Douglas fir forest, white oak savannah, ponderosa pine woodlands, and abundant native wildflowers and grasses. At 2052 feet, Spencer Butte is the highest landmark at the southern end of the Willamette Valley and treats those who summit to a breathtaking 360 view of Eugene and the surrounding area. The land that today makes up this system began to be set aside in 1939 when a grass- roots campaign collected contributions no larger than $5 in order to let everyone "buy a . piece" of the butte Lead: Kelly Darnell Assist/review: Robin Hostick Target media : National, Regional, Local Interviews: John Winquist, Eugene Parks Foundation Board Member and local nature enthusiast Spokesperson from local mountain biking organization Eric Wold, City of Eugene Natural Resources Manager 9) More than 16 Miles of Riverfront Paths Create Connectivity in the Heart of Eugene Downtown Eugene boasts a thriving network of biking, walking, and running paths that connect over 700 acres of parks and natural areas with downtown, the University of Oregon Campus and the neighboring community of Springfield. Lining both sides of the Willamette River, the Ruth Bascom Riverbank Path System serves as a vital connection for daily living and winds its way through destinations such as the Whilamut Natural Area, RiverPlay Discovery Village Playground, Cuthbert Amphitheater, Owen Rose Garden, and the Delta Ponds Natural Area. The internationally known Prefontaine Running Trail offers 4.2 miles of soft surface trail along waterways and through natural areas. Lead: Kelly Darnell Assist/review: Robin Hostick Target media : National, Regional, Local Interviews: Linda and Steve Wheatley, Eugene Parks Foundation Board Members, daily bike path users and spearheaded the 2008 revitalization of the path system Oregon Track Club President 10) Eugene’s 6,000-acre system of parks, open space and natural areas includes: Nationally recognized 4,000 acre West Eugene Wetlands, one of the best ? remaining examples of native wet prairie, with wildlife overlooks, interpretive signage and miles of trails Delta Ponds, a 150-acre ecosystem along the Willamette River that has ? been transitioning from an abandoned gravel mine into a thriving ecosystem providing wildlife habitat and recreational opportunities within an urban setting Hendricks Park Rhododendron Garden and Owen Rose Garden ? Alton Baker Park which includes 230 acres of natural areas and the ? Prefontaine Running Trail Skinner Butte Park featuring the regions largest playground, RiverPlay ? Discovery Village and the 12 mile Ruth Bascom Riverbank Path System Over 1,000 acres of the Ridgeline Trail System offering magnificent vistas of ? Eugene, the Coburg Hills, and the Cascade Mountains Fern Ridge Path along Amazon Creek, connecting the University of Oregon ? and downtown to the West Eugene Wetlands Eugene’s recreational outdoor offerings also include easy access to nearby ? skiing and ocean exploration Lead: Kelly Darnell Assist/review: Robin Hostick Target media: National, Regional, Local Example Interview Steve Gordon, local nature enthusiast and nature author (West Eugene Wetlands) John Winquist, Eugene Parks Foundation Board Member and local nature enthusiast (Ridgeline Trail System) Linda and Steve Wheatley, Eugene Parks Foundation Board Members (Ruth Bascom Riverbank Path System) 11) Eugene – Track Town USA, Forever Eugene’s amazingly successful hosting of the 2008 Olympic Team Trials – Track & Field has once again confirmed its status asTrack Town USA. In addition to having now hosted four U.S. Olympic Track & Field Trials, Eugene will welcome more truly world class running events in each of the next four years - the outdoor World Championships in 2009, and 2011, the NCAA Championships in 2010, and the next US Olympic Track & Field Trials in 2012. Eugene is also home to annual Prefontaine Classic meet where athletes that are rated top 50 in the world in their class compete. As an International Association of Athletics Federations (IAAF) Level 1 meet, the Prefontaine Classic has been bringing the world's best track talent to Hayward Field since 1974. Often the Pre Classic is held on the same weekend as the Oregon State High School Championships and the NCAA Championships, creating an unbeatable triple header. Eugene is well-known for its highly knowledgeable and enthusiastic track fans which makes it a popular place for athletes to compete. Visiting track fans love to attend meets at the University of Oregon’s historic Hayward Field, the mecca of track and field in the US. The upgrades to Hayward for the 2008 Olympic Trials have made it the best track- only facility in the US. And the widely-inclusive youth and community involvement activities helped reenergize the sport’s next generation of fans. Each spring the University of Oregon Ducks track team hosts some of the nation's most popular collegiate meets at Hayward Field, including the Oregon Preview in March, the Pepsi Team Invitational and Oregon Invitational in April, and the Oregon Twilight meet in May. Lead: Jan Bohman Assist/review: CVALCO, LRCS, UO Target media: small regional, large regional, national Opportunities: Small regional: all of Oregon, with emphasis on Portland, Salem, Medford/Ashland, Bend Large regional: Seattle, Tacoma, Spokane, Boise-daily papers; Sunset – West Coast issue; National: call CVALCO and Travel Oregon for suggestions/leads/ journalists who have visited Interviews: Vin Lananna, Greg Erwin, local Elite runners Potential partners: CVALCO, UO, Oregon Track Club Timing : fall/winter for spring coverage 12) Prefontaine Running Trail A dream of University of Oregon track standout Steve Prefontaine, this 4.2-mile trail recently received a complete renovation. The Trail, which runs along the north side of the Willamette River through open meadowlands and shaded forests, provides a runner’s paradise in the heart of Eugene. The restoration project was completed thanks to the support of local fundraising efforts and dedicated volunteers who have shoveled, raked and cut brush from the path through the years. Miles of trails offer diverse terrain and training territory for runners of all skill-levels, including many well-known athletes drawn to the area to live and compete. European- style bark running trails, first advocated by Steve Prefontaine, are prevalent throughout the city from level pathways to hillside woodland trails. Lead: Jan Bohman Assist/review: Kelly Darnell Target media: small regional, large regional, national Opportunities: Small regional: all of Oregon, with emphasis on Portland, Salem, Medford/Ashland, Bend Large regional: Seattle, Tacoma, Spokane, Boise-daily papers; Sunset – West Coast issue; National: call CVALCO and Travel Oregon for suggestions/leads/ journalists who have visited Interviews: Tom Jordan, local Elite runner, Oregon Track club member involved in upkeep of Pre’s Trail Potential partners: Oregon Track Club Timing : fall/winter for spring coverage ATTACHMENT C Arts and Outdoors Council Goal - Outcomes and Measures Amended - January 2009 The outcome measures for this Council Goal are modified primarily to provide a more direct link between the three major outcomes for this goal and the specific measures of effectiveness. Outcome: Economic Activity due to arts, outdoors and tourism increases. Final Outcome Measure: Room tax revenues to the City of Eugene increase. Interim Measures: 1. Number of participants in major arts and outdoor events (selected Hult events, Eugene Marathon, major Shedd programs, Art in the Vineyard, etc?) 2. Number or percentage of non-local participants, where available Outcome: Eugene becomes well-known as a great place for arts and outdoors. Final Outcome Measure: Eugene’s media image increasingly reflects the theme of a great place for the arts and outdoors. Interim Measures: 1. Number of articles or other placements with an arts and outdoors theme that the City has initiated 2. # of third-party placements with arts and outdoors topics not directly initiated by the City of Eugene 3. # of recognitions or awards received by the City for arts and outdoors-related topics or actions Outcome: Residents have greater access to arts and outdoors amenities and activities. Final Outcome Measure: Community participation in arts and outdoors activities increases. Interim Measures: 1. Number of participants in City arts and outdoors programs 2. Number of participants in arts and outdoors programs of partner agencies and businesses. Final Outcome Measure: Accessibility to arts and outdoors activities by all socioeconomic and ability levels is increased. Interim Measures: 1. Average cost of City arts and outdoors activities compared to representative communities 2. Number of arts and outdoor activities with “scholarship” or other incentives 3. Percentage of City arts and outdoor activities that are fully accessible ATTACHMENT D Strengthen Our Commitment to Community Arts and Outdoors Assets City Council Goal Staff Team January 2009 Renee Grube – Library, Recreation & Cultural Services, Executive Manager lead Jan Bohman - City Manager’s Office, Staff lead Kelly Darnell - Public Works, Parks and Open Space Robin Hostick - Public Works, Parks and Open Space Laura Niles - Library, Recreation & Cultural Services, Cultural Services Amanda Nobel Flannery - Planning and Development, Community Development Billie Moser - Library, Recreation & Cultural Services, Cultural Services Dawna Miller - Library, Recreation & Cultural Services, Administration Craig Smith - Library, Recreation and Cultural Service, Recreation Glen Svendsen - Central Services, Facility Management