MT. H O O D & T H E G O R G E T O U R I S M L I S T E N I N G S E S S I O N O V E R V I E W

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1 Oregon Tourism Listening Session Summary June 2018

2 T O U R I S M L I S T E N I N G S E S S I O N O V E R V I E W Travel Oregon, in partnership with the Mt. Hood Territory, hosted an Oregon Tourism Listening Session in the Mt. Hood & The Gorge region on April 4, 2018 in Cascade Locks, Oregon Cascade Locks 51 Anyone who touches the tourism industry, including business owners, land managers, volunteers, nonprofits, policymakers and more, was invited to attend 51 regional stakeholders attended Stakeholders input was gathered on a host of topics ranging from tourism challenges to asset opportunities Listening sessions findings will help shape the future of tourism in Oregon through Travel Oregon s statewide strategic plan, as well as Mt. Hood & The Gorge s regional tourism plan

3 L I S T E N I N G S E S S I O N O r g a n i z a t i o n s, A g e n c i e s, E t c. R e p r e s e n t e d Arome Best Western Plus Columbia River Inn Bureau of Land Management Cascade Locks Tourism Cathedral Ridge Winery City of Sandy Transit Department City of Sandy, Oregon City of Stevenson City of The Dalles Clackamas County Clackamas County Tourism Columbia Cliff Villas Columbia Gorge Discovery Center and Museum Columbia Gorge Hotel Columbia Gorge Inn Columbia Gorge Tourism Alliance Columbia River Gorge Commission Enroute Transport Estacada Development Association GQG Consulting HERMEX llc dba Holiday Inn Express Hermiston Hood River County Commission Hood River Hotel International Mountain Bicycling Association Lorang Studios Martin's Gorge Tours Mid-Columbia Economic Development District MountNbarreL US Forest Service, Mt. Hood National Forest Mt. Hood/Gorge Regional Destination Management Organization (RDMO) Oregon Department of Transportation Oregon Equestrian Trails and Back Country Horsemen of Oregon Oregon Heritage Pacific Northwest Tourism Port of Cascade Locks Portland Spirit Sandy Transit The Dalles Chamber of Commerce Thunder Island Brewing Co Timberline Travel Portland Troutdale Historical Society US Forest Service, Columbia River Gorge National Scenic Area Wanapa Roon Inc West Columbia Gorge Chamber of Commerce Westcliff Lodge

4 Engagement in Tourism Industry Structure Stakeholders in the Mt. Hood & Gorge region feel for the most part that they are engaged with the tourism partnering structure Those with little to no engagement attribute it to being new, a lack of familiarity with the structure or not having the capacity to be involved Smaller businesses tend to engage at the local level and rely on the partnering structure to communicate key topics downward

5 Tourism Challenges & Gaps in Regional Planning Destination Development & Management Increased demand in the region has resulted a need to balance visitation with resources that support and maintain key assets Perception that day trippers pressure the system, absorb overnight dollars and irresponsibly recreate The growing use of public lands is placing stress on partnership organizations (BLM, USFS) Being reactive to successful experience marketing is a challenge Increased visitation is threating local quality of life (affordable housing) Diminished tourism experience on mountain due to traffic and congestion Infrastructure & Transportation Limited transportation options within the region and between key markets (Portland) is problematic Asset connection is also limited, which creates dispersion challenges during peak periods Traffic congestion and limited parking is a challenge Funding & Resources Limited funding to keep up with tourism demand and its impact on natural assets (search and rescue, trail maintenance) Increased demand has put funding pressure on public services like search and rescue and BLM Local interests allocating transient lodging tax funds for alternative uses

6 Tourism Challenges & Gaps in Regional Planning (Cont d) Disaster Recovery Recent wildfires and the closure of US-30 Historic Columbia River Highway have decreased visitation, impacting tourism businesses dependent on outdoor recreation Managing and correction visitor perception of the Eagle Creek fire The need for a pro-active disaster response plan Stakeholder Engagement & Collaboration Local governments not realizing the value of tourism in their regions due to funding stresses or a lack of competitive product Marketing & Promotion Promotional partnerships with Washington, East and West Gorge to create a regional experience Promoting outlying communities and assets Awareness of arts, culture and heritage in the region

7 Tourism Challenges & Gaps in Regional Planning [A gap is] carrying capacity and a long-term plan for overuse, crowding and degradation. [A challenge is] the region not seeing itself as one. Right now they see themselves as separate groups. I would like to unify better. Many visitors don t understand their impact on the landscape and its natural resources. [We are challenged] a gap in tourism awareness as an economic driver among locals and politicians. Our periphery areas don t see the same love from visitors and FAM tours. We are still seeing repercussions from the 2017 Eagle Creek fire. The challenge of heritage is getting connected with DMOs. There is a lack of travel options to get people in and out from Portland. Hood River is facing a budget shortfall and pushing for a sales tax. Without it they say they will have to shut down trail access."

8 Excitement for Tourism Economic Impact of Tourism Supporting and growing local economies Partnerships & Collaboration Partnering with organizations to find funding and drive visitation Collaborating to maintain outdoor resources Cross-state partnerships to a unified product Funding New funding to maintain outdoor resources and infrastructure Transit & Congestion Solutions Moving people in and around the area Sustainability & Stewardship Protecting tourism assets Educating visitors about conservation New Products & Visitors Agritourism International visitors

9 Desired Tourism Assets to Promote & De ve lop Eastern Gorge Family trips The Dalles Dam Smaller communities Visitor center Overnight Itineraries Transportation Winter/wine shuttles from Portland Train to The Dalles Airport Outdoor Recreation Infinity Loop Pacific Crest Trail Arts & Heritage Historic sites Museums Downtowns Agritourism Farm stays

10 Desired Strategic Tourism Priorities and Areas of Focus Stakeholder Engagement & Collaboration More meaningful and impactful interactions with Travel Oregon Increased collaboration with Washington State tourism stakeholders Engagement of key non-profit organizations and agencies that can drive visitation and maintain natural assets Destination Development & Management A focus on the stewardship and sustainability of natural assets Create a pro-active destination management plan Maintaining quality of life for local residents Implementable congestion solutions Marketing & Promotion Modern marketing support for cities, chambers and DMOs Countering the perception of impact the Eagle Creek fire had on local experiences Focus on overnight marketing activations and itineraries Collecting and sharing visitor demographics and segments Promoting additive, non-outdoor recreation, experiences (Arts, Heritage, Culinary) 10

11 Desired Strategic Tourism Priorities & Areas of Focus (Cont d) Infrastructure & Transportation Congestion management (vehicle-free travel) Regional and local transportation options Increased Visitation & Sales Regional FAM tours Shoulder season strategies Funding & Grants Grants for smaller organizations and regions Seed money for regional transportation Funding shift from marketing to destination development and management (asset maintenance, infrastructure)

12 Desired Strategic Tourism Priorities & Areas of Focus What do we do when things are maxed out? That s happening now!...we might be doing too good of a job. There are too many people trampling and destroying habitat. We are more than just skiing and snowboarding, dammit! [We need] coordinated actions and information sharing so we are all moving in the same direction with shared goals." How do we protect and enhance the very reason people come to visit Oregon and find a balance between enhancing economies, providing experiences and protecting our natural resources. Develop alternative trip itineraries for visitors. The Eagle Creek fire closed trails, where else can people go?

13 Desired Stakeholders to Engage

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