AN
NU
AL
REPO
RT 2
016-
2017
Dear Partners,
It is an exciting time to be a part of the travel and tourism industry in Medford and
the Rogue Valley, as our region sees continued growth. Travel Medford’s 2016-2017
fiscal year closed with record-breaking numbers for visitation and visitor spending
in our region. Tourism expenditures in our area were reported at 547.9 million, an
increase of 3.8 percent, and these traveler expenditures had a significant impact on
our local economy, supporting more than 5,440 jobs.
Medford’s momentum continued as our hospitality industry experienced another ex-
ceptional year. For hotels and lodging, hotel revenue increased and the industry STR
report also showed a 67.5 percent occupancy rate in Medford’s 2,567 hotel rooms,
with an average daily rate of $87.99.
This year was a time of refinement and growth. The report shows many of our
highlights and accomplishments for the 2016-2017 fiscal year. We have taken several
positive steps in building our connection and communication with our stockholders,
including the creation of the new Tourism Council and implementing our monthly
Travel Medford email update.
These successes could not have been achieved without the help of our partners.
Behind everything we do is a committed team and volunteer leaders who work
tirelessly to promote Medford and the Rogue Valley. We are proud of our city, and
of everything we have accomplished this last year. However, none of this would be
possible without the great support from the community, the Tourism Council, our
city administrative staff and the City Council.
Looking ahead, we are currently forming a strategic plan and looking forward to exe-
cuting it and sharing it with you.
We look towards the work ahead with a great sense of optimism, and are eager to
collaborate with our community partners to maximize tourism spending for the
years to come.
Thank you to all of our partners who make Medford a special place to live and grow.
Most sincerely,
Dwight Laughlin
Chair, Tourism Council
Eli MatthewsSenior Vice President,
Travel Medford
Dwight LaughlinChair, Tourism Council
Eli Matthews
Senior Vice President, Travel Medford
FUNDING PER ROOM
CITY’S RETURN ON INVESTMENT, PREVIOUS FOUR YEARS
Medford
$380
$900
$675
$450
$225
$0Salem
$387
Redding
$703
Eugene
$884
Bend
$722
Travel Medford TLT $3,146,658
4 Years TLT Revenues $12,586,636
City’s 75% Share $9,439,977
RETURN ON INVESTMENT $6,293,319 (200%)
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‘13-’14 $47.06
‘14-’15 $52.08
’15-’16 $57.19
‘16-’17 $87.99
Occupancy
‘16-’17 67.5%
‘13-’14 60.9%
‘14-’15 63.73%
‘15-’16 65.5%
Occupancy: The percentage of hotel rooms that are occupied in Medford.
TLT Revenue: Travel Medford revenue based on 25% of the 9% Medford Transient Lodging Tax.
‘13-’14 $730,824
‘14-’15 $797,483
’15-’16 $938,122
TLT Revenue
ADR: Average Daily Rate, the average cost of a hotel room in Medford.
‘13-’14 $77.32
‘14-’15 $80.61
’15-’16 $86.26
ADR
RevPAR: Revenue Per Available Room. The average amount of revenue generated from all available hotel rooms in Medford.
Tourism Employment: 5,440 (2.8% increase)
‘16-’17 $60.26
RevPar
TOURISM GROWTH
DIRECT ECONOMIC IMPACT
‘16-’17 $976,790
OREGON $11.3 BILLION
SOUTHERN OREGON
$1 BILLION
JACKSONCOUNTY
$548 MILLION
Source: Oregon Travel Impacts: 1991-2016, Dean Runyan Associates.
Source: STR Destination Report, 2017.
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VISITOR PROFILE
MARKETING BUDGETBROCHURE
DISTRIBUTION, 2%
DIGITAL ADS/SOCIAL MEDIA, 42%
GIVEAWAYS, 4%MEDIA PARTNERSHIPS, 10%
PRINT ADS, 38%
SOSC, 4%BROCHURE DISTRIBUTION, 2%
CAMPAIGNS, 42%
SOSC, 4%
GIVEAWAYS, 4%MEDIA PARTNERSHIPS, 10%
PRINT ADS, 38%
VISITOR DEMOGRAPHICSAge of Travelers 35 - 65+ (81%)
Education 74% - College/Some College
HH Income $50,000 - $100,000
Married/Partner 67%
Traveling Cohorts Couples & Families
Traveling From OR, N. CA, S. WA
WHAT DO THEY DO WHILE HERE?Outdoor Activities 32%
Sight Seeing/Attractions 17%
Wine Tasting 12%
Food & Drink 12%
Source: Southern Oregon Overnight Travel Study: 2015, Longwoods International.
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TRADITIONAL TV
TV EVERYWHERE, PREMIUM DIGITAL
TRADITIONAL TVJuly 1, 2016 –June 30, 2017 IMPRESSIONS
Bay Area, Sacramento Metro 4,420,575
Portland Metro 2,517,218
EXPENSE $137,108
COST PER IMPRESSION $.02
PREMIUM DIGITAL AD PLACEMENTJuly 1, 2016 –June 30, 2017
IMPRESSIONSDELIVERED CLICKS TO WEBSITE
Bay Area, Sacramento Metro 613,275 2,010
Portland Metro 251,551 1,470
EXPENSE $27,488
COST PER IMPRESSION $.03/imp
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PRINT IMPRESSIONS
Canyonville Billboard 824,278
Group Tour Magazine & Directory, Oregon Wine Press, Portland Monthly, Sunset Magazine, Via Magazine
6,185,628
Annual Expense $104,148
CostPer Impression $.016
PUBLICATION LEADS
Total Leads Sunset, Travel Oregon, NW Magazine, Via
12,000
Distribution –Visitors Guides, Direct Mail, eNewsletters
PRINT ADVERTISING
World Class Wines
Named a Top 12 Global Wine Region to Visit, Forbes, 2017
Crater Lake
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WEBSITEVISITOR DEMOGRAPHICSFemale 56.8%
Male 43.2%
AGE18-24 10.04%
25-34 23.46%
35-44 21.04%
45-54 17.33%
55-64 17.36%
65+ 10.78%
VISITOR LOCATIONOregon 34.49%
N. California 19.57%Washington (Seattle, Tacoma) 8.89%
WWW.TRAVELMEDFORD.ORGSessions (77.44% new) 32,058
Page Views 106,915
Avg. Time Spent On Site 3.40
Pages Visited/Session 3.45
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DIGITAL & SOCIAL MEDIA ADVERTISING
ACQUISITION NEW SESSIONS
PAGES PER SESSION
AVG. SESSION DURATION
EXPENSE COST PER REFERRAL
Organic Search 53% (13,220) 4.18 3:34 $0 $0
Digital Ads/Geofencing; TV Everywhere
33% (8,172) 2.51 2:16 $3,600 $.44
Google AdWords (paid) 11% (2,722) 2.53 1:26 $1,452.18 $.53
Email (Travel Oregon, NW Travel)
1.3% (322) 2.20 1:40 $300 $.93
Facebook/Social 4.23% (465) 2.80 3:48 $1,100 $2.36
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SPORTS
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SPORTS ECONOMIC IMPACT
Economic Impact$7,160,861
Room Nights3,706
Visitors11,119
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COMMUNITY PARTNERSHIPS
JulyRed White & BoomSouthern Oregon Classic
AugustOregon Wine Experience
SeptemberBattle of the BonesBrew FestRogue RunKing of the RogueHarry & David TasteSouthern Oregon Music Festival
NovemberGingerbread Jubilee
DecemberFestival of Trees
MarchOregon Cheese FestivalOregon Chocolate Festival
AprilPear Blossom FestivalComic Con
MayArt in BloomSmudge Pot Stroll
JuneMedford Beer Week
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DAY ONE Get an early start and head to Medford, Oregon. From San Francisco it is an easy six-hour drive. Travel along Interstate 5 to 1 Redding, California for lunch. Suggested lunch stops for your group can be found on www.visitredding.com/dining. After lunch continue through the 2 Siskiyou mountain range. As you descend into Oregon the valley opens up and offers incredible views. Welcome to Oregon! Arrive at 3 Harry and David, America’s premier direct marketer of fine fruit and food gifts and one of America’s oldest mail order companies. Tour the factory (if time allows) and see where the famous Moose Munch is made. Make time to shop in the Country Store. TravelMedford.org/Harry-DavidYour accommodations for the next two days will be in 4 Medford, Oregon. Find a list of group-friendly hotels and restaurants on www.travelmedford.org/groups. If an evening group meal is not on the agenda, spend a “culinary night” in downtown Medford and experience a “dine around” on your own. Your guests will find several superb restaurants from which to choose, all within walking distance of each other.
DAY TWO Today is going to be unbelievable. 5 Crater Lake has inspired people for thousands of years. You will be awestruck by the deep, pure blue lake; the sheer surrounding cliffs, almost two thousand feet high; two picturesque islands; and a violent volcanic past. Trolley and boat tours, hiking trails, interpretive signs and exhibits, shopping and more enhance your enjoyment of America’s sixth-oldest National Park. Dining options include: Annie Creek (at the south entrance to the Park); and, on the Rim, the Crater Lake Rim Café and the Crater Lake Lodge Dining Room. www.nps.gov/crla www.craterlakelodge.com Traveling from the Park, you’ll reach the picturesque town of 6 Union Creek. Nearby is the Natural Bridge Interpretive Area, where the Upper Rogue Wild and Scenic River dives into an ancient lava tube and runs underground, forming a natural land bridge. Beaver ponds, birds and many tree and plant species add interest to the trail. The paved trail is barrier free and has benches and interpretive signage. Get your cameras out! As you return to Medford experience some of Southern Oregon’s incredible cuisine and fine wines with a visit to the Artisan Corridor in 7 Central Point. Visit the Rogue Creamery www.roguecreamery.com; Lillie Belle Farms Artisan Chocolates TravelMedford.org/artisan-corridor; and Ledger David Cellars Tasting Room www.ledgerdavid.com. For dinner, visit the nearby National Historic Landmark town of 8 Jacksonville. A broad range of dining options – from pizza to fine cuisine – are available in the charming downtown. www.jacksonvilleoregon.org
DAY THREE Return to San Francisco. An affordable side trip out of San Francisco.
San FranciscoCity Lights
NATUREto
Contact Sue Price | Travel Medford Group Tours | [email protected]
� Paramount Tours � Premier World Discovery Tours (3 Tours) � Setness Tours � Good Times Tours � Columbia Crossroads (2 Tours) � Joy Holiday � Holiday Vacations � Taiwan Tour Group (X 3 Tours) � Inland Empire Tours � Evergreen Escapes
• Ixplore• Ananda Tours• Globus Tours (X 3 Tours)• Sunrise Tours
GROUP TOURS
TRAVEL WRITERS & FAM TRIPS
ITINERARIES
Total Tours: 21
Room Nights: 535 Economic Impact: $327,075
Spotlight NW - - Came September 2016 Matador NetworkTravel Oregon PR FAMNeuman Hotel Group FAMOregon Car Rally
New Visitors GuideSpotlight and NTA ProfileGroup Tour Magazine Cultural, Culinary, and Scenic4-Day – MedfordRV Ale TrailMedford, SF, and Nature (Update)West Coast Adventures (Update)Oregon Tour Loop – three routes highlighting Medford (1) SF to Seattle (2) SF coast, Medford down I- 5 (3) Western Oregon Loop
MEDFORD Located in the center of the Rogue Valley, Medford connects the
beauty and adventure of the region’s outdoors, arts and culture
and artisan foods. Whether playing away for the day or staying in
town, Medford is the ideal location to start and end your day.
Opposition Brewing Co. This brewery has the ambiance of
comfort and home. The Opposition’s beers offer deep-layered
browns and bright ales.
Bricktowne Brewing Company A brewery first and foremost,
BricktownE has six big screen TVs and an extensive food menu.
With 12 handcrafted beers on tap, there is always a delicious pint
waiting.
Portal Brewing Company Located in the old Central Fire Hall
in Medford’s downtown historic district, Portal serves an eclectic
menu that accentuates their beers. The Hoola Hop pays tribute to
their grandfather, and the Hoptopus is appropriate for a watering
port in an old fire hall.
Walkabout Brewing Walkabout Brewing houses a seven
barrel brew house and tasting room on site. Eight taps of fresh
draft beer, food and a large outdoor area, complete with a fire
pit, provides a laid back Australian feel. Various keg sizes are
available, along with bottled brews featuring Worker’s Pale Ale,
Jabberwocky Strong Ale, Point the Bone and Gluten Free Ale.
Wild River Brewing Wild River Brewing’s 5 Southern Oregon
restaurants feature famous pizzas & award-winning handcrafted
beers.
Common Block Brewing Company is an indoor-outdoor
restaurant & brewery centered on building community, sharing
ideas, engaging employees, and crafting original beer and fresh
food. Located in downtown Medford, the family-friendly brewpub
welcomes guests for lunch, dinner, appetizers, dessert, pints with
friends, and everything in-between.
Growlers Fill your growler at the following Medford locations:
Beerworks Growler King
Northwest Outdoor Store Rogue Growler
ASHLANDTraveling from the South over the Siskiyou Mountains, the
first town over the California/ Oregon Border is home to the
Oregon Shakespeare Festival, Southern Oregon University, 100
restaurants, 25 art galleries, and numerous B&B’s. A perfect blend
of art, beauty, sophistication and beer!
Standing Stone Brewing Company Their award-winning
brews are made on-site using over 90 percent organic local and
regionally sourced grains.
Caldera Brewing Company Caldera is the first craft brewery
on the west coast to brew and can their own beer. Since 1997
their beers have won numerous gold medals and awards, both
nationally and internationally.
Swing Tree Brewing Company The centerpiece of the Swing
Tree experience is its handcrafted, artisan ales and lagers: Porch
Swing Pale, Two Shilling Ale, Lonely Trike Red and our Obligatory
IPA.
Southern Oregon Ale TrailHandcrafted microbrews and nanobrews are rapidly growing in Medford and the Rogue Valley, expanding its reputation
for extraordinary brews. Add in Medford’s Pint Rider and The Paddled Pub in Grants Pass and you’re in for an unbridled
adventure.
The Rogue Valley also provides an open stage for a variety of activities for outdoor enthusiasts and culture lovers, alike. Crater
Lake National Park, Tony Award-winning productions, the wild Rogue River and world-class wines are part of the Southern
Oregon experience. Artisan foods offer the ideal complement to fine brews, wine, arts and adventure. Rogue Creamery’s
prized cheeses, Harry and David’s world-famous Moose Munch, luscious Lillie Belle chocolates and the region’s exceptional
culinary chefs are sure to please any palate.
TravelMedford.org
EXPERIENCE WHAT MAKES SOUTHERN OREGON DISTINCTWorld-class Wines, Brews and Artisans
Recently named a top 12 global wine region
to visit by Forbes, Southern Oregon is home
to more than 150 wineries that combine
exceptional soil with ideal growing conditions
to produce a wide range of award-winning
varietals. Our boutique vineyards offer
handcrafted wines ready for your tasting and
indulgence.
Artisan foods are the perfect complement
to the region’s wines and include Rogue
Creamery’s prized cheese, named “Best in the
World” at competitions in England, France and
New York Tour Harry and David, the world’s
largest gourmet gift basket producer and
delight in its famous Moose Munch. Plus, you’ll
want to experience mouth watering handmade
chocolates from Lillie Belle Farms.
Over 200 days of sunshine enrich the
breathtaking terrain of Southern Oregon,
including the wild Rogue River, gorgeous
waterfalls and lush greenery. Outdoor
enthusiasts can take in the sights while
jetboating or rafting, hiking, biking, ziplining,
golfing, world-class fishing and more.
Home to some of the best live performances
on the west coast, Medford and the Rogue
Valley offer Tony Award-winning productions at
Oregon Shakespeare Festival, top headliners on
an open air stage at Jacksonville’s Britt Festival
and inspiring performances at the Craterian in
Medford.
While savoring Medford and Southern Oregon’s
prized wines, local artisans and brews, we invite
you to experience all that is uniquely Medford
and Southern Oregon.
Congratulations is in order for the
Southern Oregon Wine Region! San
Francisco Chronicle awarded 60 total
gold medals or above (Gold, Double
Gold, Best of Show) to the state of
Oregon; Southern Oregon brought
home over half!
“Southern Oregon is upping its game—
and fame. No longer Oregon’s ‘other’ wine
country, the state’s largest warm-climate
growing region has come into its own
… producing top-notch wines that can
compete with the best from anywhere.”
–Northwest Palate
“Wine country the way it should be.”
–Sunset Magazine
Top 12 Global Wine Region to Visit –
Forbes, 2017
Top 10 Travel Wine Destinations
Worldwide –Wine Enthusiast, 2016
Contact Sue Price | Travel Medford Group Tours | [email protected]
TravelMedford.org
Visitors Guide
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VISITOR INFORMATION CENTERVisitor Touches
Total Volunteer HoursVICAIRPORT
17,569 12,824
Total: 30,393
Equals salary + benefits = $110,940 or 2.77 FTE
5,54742%58%
INDUSTRY MEMBERSHIPS & TRADE SHOWS
2016-2017 HIGHLIGHTS � New Travel Medford Website Launch
� Creation of New Tourism Council
� New Hotel- Hilton Garden Inn- Adding 120 rooms to Medford’s Inventory
� Airport record traffic; airline expansions
� USCCP record economic impact
� Country Crossings Music Festival
� Dancin Vineyards – Winepress Northwest’s Oregon Winery of the Year
� Business Insider names Medford, Oregon as one of the most patriotic cities in America
� Oregon Wine Experience raised nearly $1 million with 103 participating wineries
� SOSC launched Know Your Role campaign
� Launched Travel Medford Email Update
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Eli MatthewsSenior Vice President
Tammi MendelsDirector of Visitor Services
Angela WoodDirector of Sales & Sports Development
Kristy PainterAdministrative Coordinator
Jennifer BarbieriMarketing Assistant
TRAVEL MEDFORD STAFF
TRAVEL MEDFORD TOURISM COUNCIL MISSION
MEMBERS
Increase hotel occupancy and enhance the visitor experience by promoting Medford and the Rogue Valley as a premier travel destination, thereby strengthening the local economy.
Dwight Laughlin, Chair TownePlace Suites
Lindsey Rice, Vice Chair RV Zipline
Don Anway Neuman Hotel Group
Won Choi Courtyard by Marriott
Vince Domenzain Centennial Golf Club
Linda Donovan Pallet Wine Company
Brady GibsonBruce Hoevet Rogue Regency
Shannon Johnson Candlewood Suites Medford Airport Kelli LaVerda Hampton Inn
Randy McKay Jefferson Live!/Holly Theatre
Paul Schmidt Homewood Suites & Hilton Garden Inn
Kim Stearns Jackson Co. Airport
Kim Wallan City Council Liaison
Michael Zarosinski City Council Liaison, Alternate
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TravelMedford.org101 East 8th Street
Medford, OR 97501 800-469-6307