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%)

1

‘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.

2

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.

3

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

4

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

5

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

6

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

7

SPORTS

8

SPORTS ECONOMIC IMPACT

Economic Impact$7,160,861

Room Nights3,706

Visitors11,119

9

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

10

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 | suep@travelmedford.org

� 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 | suep@travelmedford.org

TravelMedford.org

Visitors Guide

1314

Cen

ter

Driv

e, S

uite

E M

edfo

rd, O

R 97

501

541

-776

-402

1

Phot

o by

Mar

c Sa

lvat

ore

11

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

12

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

13

TravelMedford.org101 East 8th Street

Medford, OR 97501 800-469-6307