HomeMy WebLinkAboutItem C: Tourism Update
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UGENE ITY OUNCIL
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Work Session: Tourism Update
Meeting Date: March 11, 2009 Agenda Item Number: C
Department: Central Services/City Manager’s Office Staff Contact: Jan Bohman
www.eugene-or.gov Contact Telephone Number: 682-5587
ISSUE STATEMENT
Representatives from the Convention and Visitors Association of Lane County Oregon (CVALCO),
(recently renamed Travel Lane County) will present information on their new organizational name and
marketing brand for Lane County.
BACKGROUND
The tourism industry is a vital component of Lane County’s economy. Annually, Lane County’s visitor
industry generates more than $573 million dollars for the local economy and supports 7,570 jobs.
CVALCO is the City’s lead partner in marketing the area to visitors. CVALCO needs to remain
competitive in the marketplace to garner the greatest return from the county’s investment in tourism
marketing. Under its current branding, CVALCO faced challenges with its organizational name, as well
as its county-focused marketing strategy and consequently embarked on developing a new brand identity
for its countywide tourism marketing efforts. The results include a new organizational name, slogan and
an overall marketing focus that centers on Eugene’s name recognition as a key part of the identity. Kari
Westlund, president and CEO of CVALCO, will present information on this new direction.
As of March 2, 2009, the association is now called Travel Lane County and will market the destination
as Eugene, Cascades & Coast, with the slogan "Real Adventures. Real Close." Following the
culmination of nearly a year of research and planning, the new brand and logo design focuses on key
findings. The brand name of Eugene, Cascades & Coast centers on the area's most recognizable
community and county territories from a visitor's perspective. The new brand further emphasizes
research results indicating Lane County’s strength in offering travelers easily accessible adventures
within authentic, natural settings.
Meanwhile, CVALCO’s name change to Travel Lane County reflects a growing alignment that
convention and visitor associations are making across the state, including Travel Oregon, Travel
Portland and Travel Salem. The new brand strategy will also be explored in the form of a new
adventure-focused visitor center located in Springfield’s Gateway area near I-5, increasing efforts to
connect with thousands more travelers.
Development of the visitor and tourism industry relates closely to the City Council’s goal to strengthen
and promote Eugene’s unique combination of arts and outdoors assets as a community-wide sustainable
economic development strategy. The action plan for the council’s Arts and Outdoors goal outlines two
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significant benefits: 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. 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. Travel Lane County’s mission focuses on the tourism and economic development aspect of
the council goal.
RELATED CITY POLICIES
The City Council’s Arts and Outdoors goal and action plan.
COUNCIL OPTIONS
None; this item is for information only.
CITY MANAGER’S RECOMMENDATION
The City Manager has no recommendation on this item.
SUGGESTED MOTION
No motion is recommended.
ATTACHMENTS
A. Travel Lane County Rebranding Highlights
FOR MORE INFORMATION
Staff Contact: Jan Bohman
Telephone: 682-5587
Staff E-Mail: jan.l.bohman@ci.eugene.or.us
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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.
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.
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