ANNUAL REPORT 2015-2016
Dear Tourism Partners,
It is with great pleasure that we present Travel Medford’s annual report for the fiscal year 2015-2016.
As we move into a new year of tourism, we are excited about the opportunities that abound here in Medford and the Rogue Valley. For the fifth consecutive year, Medford has benefited from increased economic growth and employment due to the travel industry. A trend that is taking place all across the state of Oregon.
Once a hidden gem, Medford and the Rogue Valley are becoming more renowned for our special attributes. Visitors from across the globe are coming to experience our unique viticulture and world-class wines, Tony Award-winning productions, prized ar-tisan foods and the great outdoors, complemented by the region’s exceptional beauty, climate and blue skies.
Tourism provides subsantial economic value to our area and has proven to be a stable source of income and employment for the people of Medford and the Rogue Valley. Our success wouldn’t be possible without our partners at the City of Medford, the hotel and tourism community, as well as all of the businesses in the Rogue Valley that are an integral part of the bigger economic engine.
Looking forward, the future is bright. Travel Medford and The Chamber of Medford/Jackson County are thrilled to unite with our partners in tourism, local government and business to continue our upward trend of economic success.
Most sincerely,
Eli MatthewsSenior Vice President,
Travel Medford
Gene PelhamChairman of the Board
The Chamber of Medford/Jackson County/Travel Medford
Occupancy
‘12-’13 57.7%
‘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.
‘12-’13 $668,271
‘13-’14 $730,824
‘14-’15 $797,483
’15-’16 $938,122
TLT Revenue
TOURISM GROWTH
$528.3 million (up 3.7%)DIRECT TRAVEL IMPACT
ADR: Average Daily Rate, the average cost of a hotel room in Medford.
‘12-’13 $74.11
‘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.
‘12-’13 $42.60
‘13-’14 $47.06
‘14-’15 $52.08
’15-’16 $57.19
RevPar
5,290 (up 4.4%)TOURISM EMPLOYMENT
MARKET RESEARCH
46.6 Years Old
Couples
Families
From Oregon and Northern
California
MARKETING BUDGET
BROCHURE DISTRIBUTION, 2%
DIGITAL ADS/SOCIAL MEDIA, 42%
GIVEAWAYS, 4%MEDIA PARTNERSHIPS, 10%
PRINT ADS, 38%
SOSC, 4%BROCHURE DISTRIBUTION, 2%
DIGITAL ADS/ SOCIAL MEDIA, 42%
SOSC, 4%
GIVEAWAYS, 4%MEDIA PARTNERSHIPS, 4%
PRINT ADS, 38%
Top 10 Global Wine Destination, Wine Enthusiast Magazine, 2016
World Class Wines
PRINTIMPRESSIONS: 3,800,000
Portland MonthlySunset
United AirlinesWine Enthusiast
Oregon Wine PressNW Travel Magazine
1859RV Messenger
Top 10 Global Wine Destination, Wine Enthusiast Magazine, 2016
World Class Wines
DIGITALIMPRESSIONS: 850,000
Facebook | Travel Medford & SOWAWebsite | TravelMedford.org
TravelMedford.orgAnnual visitors: 113,353Page views: 185,209Average monthly unique visitors: 7,658
FacebookFans: 15,143; 8% IncreaseReach: 326,335
InstagramFollowers: 1,150
TV CAMPAIGN PRODUCTION
DAYS
SUMMER
TRAVEL and TRADE SHOWS
GROUP TOURS
• Southwest Tour and Travel
• Mayflower
• Travel Dream West Tours
• America Hub World Tours
• New Market Tours
• Sports Leisure
• Premier World Discovery Tours
• Setness Tours
• Good Times Tours
• Creative Tours Florida
• Gate 1 Travel
• Prudent Tours
• Round and About Tours
TRAVEL WRITERS and FAMS:•Fairfax •Ray Nivas•IFWTWA FAM•Chinese Tour Operator•Jonathan Chokroun •Senior Citizen Travel•Jade Helm•Oregon Wine Press•World and I Magazine
Travel Trade Shows Feast, Portland .......................................................................13,000 leisure consumersBay Area Travel & Adventure Show,Santa Clara CA...........18,000 leisure consumersSunset Celebration (Sonoma, CA).........................................8,000 leisure consumersTour/Travel Operators tour & travel operatorsGo West, Anchorage Alaska.................................2,500 tour operatorsInternational PowWow (IPW) , New Orleans.....4,800 tour & travel operatorsSports Planning NASC Sports Event Sympo-sium.................1,500 Sport Event Planners & attendees
USE GOLD STAR BULLETS
ALIGN NUMBERS ON TRAVEL & TRADE SHOWS
USE GOLD STAR BULLETS
Oregon quarter Horse Association
Kyle Singler Open
Rogue Memorial Challenge
Pedals & Pears
Amateur Softball Association Tournaments
American Junior Golf Association
Rafting Event NAME???
The Rogue Run
Southern Oregon Speedway
Delegates10,704Economic Impact$5.1 Million
VISITORS INFORMATION CENTER & AIRPORT
Total Visitors Touched
35,047
Total Volunteer Hours
6,411
Maybe include people graphics to fill in a bit??
TRAVEL MEDFORD STAFF
Eli MatthewsSenior Vice President
Tammi MendelsVisitor Information Manager
Angela WoodSales Director
Kristy PainterAdministrative Coordinator
TravelMedford.org101 East 8th Street
Medford, OR 97501 800-469-6307