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