Ashland Chamber of Commerce

January 29, 2003

Mayor Alan DeBoer City Of Ashland, Ashland, OR 97520

Dear Alan,

The Ashland Chamber of Commerce respectfully submits our annual report to the City of Ashland. In these particularly challenging times, we are proud of the partnerships we have formed through the years in particular with the City of Ashland. Due to our special relationship, we have become a model for other communities to emulate. With state economic resources strained and the national picture uncertain, it is more important than ever to support our local business development. The City of Ashland has shown great foresight in laying this groundwork many years ago. We are proud to be the marketing arm for the City.

As you review this report, know that for every dollar spent in promoting Ashland and supporting the Chamber, there is a significant return on investment. As one of Oregon's major growth industries and integral to The Oregon Business Plan, tourism generates direct spending and local and state tax revenues.

In addition, the Ashland Chamber is the primary resource for business education, recruitment and retention which we will detail in full in the following pages. Our mission has always been to improve the economic health of our community while maintaining our quality of life. As always, we look forward to working with you in making Ashland a great place to live and do business.

Sandra Slattery, Executive Director

Dana Welsh, President

Ashland Chamber of Commerce Annual Grant Report

January 2003

The Ashland Chamber of Commerce is the marketing arm for the City of Ashland and has been for over 20 years. The Chamber's mission "to advance the welfare and prosperity of the City of Ashland and the region" is accomplished by working collaboratively in three major areas.

· Promoting tourism through our programs, events, and publicity which brings in new money to the City

· Servicing our visitors through our office, Plaza Information Booth and website which makes them want to return.

· Assisting businesses through workshops, demographic compilation, committee participation, networking and legislative activities which help businesses prosper

"The mission of the Visitor and Convention Bureau is to promote year- round visitor stays with an emphasis on enhancing visitor traffic in our shoulder seasons primarily fall, winter and spring."

Our positioning statement for marketing is: "Ashland is a hospitable small picturesque town with world-class culture and amenities. Set in the foothills of the Siskiyou mountains, it is the center for theater, arts, recreational activities, and fine dining in Southern Oregon."

"Ashland Live small, play big".

PROMOTION

MARKETING SYNERGY

In & About Ashland: Still our most popular response piece for visitor inquiries. Last year we printed 70,000 of these guides as people sought safe, culturally diverse and interesting destinations to vacation, by themselves, with friends or with their families. Inquiries come monthly from over 12,000 telephone calls, (which does not include the calls we receive as the coordinating agency for Meals on Wheels), over 10,000 visits per month to our website, 18,400 visits to our office, and in the summer, the Plaza Information Booth, serves 28,000 visitors, trade and travel show participation-each a direct result of our marketing efforts. Staff plays a vital role in generating these leads by developing relationships with potential members (Greeters) sustaining those relationships, and through participation in many other activities.

Four Seasons Brochure- a popular companion piece distributed from our office, to merchants and lodging facilities to "tease" what events and activities take place in Ashland all year. We include Calendar of Event rack cards (a brainstorm of an idea by Local & Regional Marketing Committee) to further educate visitors and residents alike to upcoming activities. We are in process of redesigning the piece to further integrate our marketing efforts.

Calendar of Events-poster and rack card Distributed to merchants, restaurants and lodging facilities throughout Ashland highlighting upcoming events. As the central receiving house of information even if it isn't related to "entertainment" events chances are the Chamber will know about it or find the answer for any inquiring mind.

Newsletter: We produce a monthly newsletter with pertinent articles about what's happening in Ashland. Topics vary broadly as do the interests and issues that are important to our members. Last year we started a popular feature called "Member News" which is designed to let folks know what is new and interesting with members of the Chamber.

Living & Doing Business Guide: Of all the publications we work on this is the one we are most proud of. Ashland, though primarily dependent on tourism, for its economic viability, is a diverse town with many resources to be touted. We are fortunate to have a wonderful University, the hospital and many other businesses not directly related to tourism. We publish this guide as a business/member resource and use it to attract new business to the area by highlighting the various attributes of our community. Living & Doing Business requires many hours of updating editorial and researching demographics and business trends.

Membership Marketing Packet: New! Designed to be used for presentations to new members, new businesses, new residents, business leaders, potential sponsors and travel writers, our packet includes our mission statement, member benefits, chamber advertising opportunities, information about the board of directors and staff, Chamber committees and a membership application. It is in a beautifully designed cover with room for publications and business cards.

Energy Guide: Produced with a grant from the City and revenue generated from advertisers this guide is sent to all residents and businesses of Ashland to encourage sustainability, and preserve resources in the City of Ashland.

VISITOR SERVICES

Visitor services are highly labor intensive due to the immediate needs of the travel industry. To meet increasing demand and to better accommodate our visitor and residents alike, we hope to expand Chamber and Information Booth hours as well as possibly partnering with other visitor related organizations to be the complete resource center for our area.

Web Site: Our roll out of the new www. ashlandchamber,com web site has met with much success. Designed to be easier to navigate, utilizing the same GIB (government in a box) system that the City of Ashland is currently using the site has four dedicated sections: Visit-Local- Member-Relocate. With thoughts of total integration in our marketing efforts, the site reflects our publications and our publications reflect the website. More and more members are taking advantage of our link and banner program due to the high volume of traffic we receive monthly. Ashland Fiber Network (AFN): The year 2002 saw a small but important differences in our lobby design. We installed a flat screen monitor hooked to the City's high speed Internet access and it has provided much interest from visitors to our office. It is very helpful with weather related difficulties and crisis situations. Other technology related improvements made in the Chamber office include a new scanner and computer to completely update our photo library for use with travel writers, group tour leaders, historians, journalists and members.

OTHER SERVICES

Many hours of staff time are used to work with travel writers, conference and convention planners, the Oregon Film Office, attending tourism conventions, maintaining regional and state involvement through memberships and participation in marketing and legislative efforts.

Travel Writers: It seems that each year Ashland receives attention from different publications that are inquiring about the success of our town. Last year Ashland was featured in a wide array of local, regional and national publications. Because writers usually work on a tight deadline they often need immediate assistance with lodging, dining, attractions, transportation and setting up interviews. Some of the press we received last year included Sunset, Bon Appetit, AAA's Via Magazine, the Wall Street Journal, Modem Maturity and more. We maintain a photo file for their use and this year we were able to ramp up our digital photo library for use in publications and the documentation of the history of Ashland. We also work with the Oregon Film Office, scouting locations and helping with local crew needs. We have had several small independent movies made in Ashland in the last several years. The benefits of working closely with this industry is the short tern but significant boon to the local economy.

Conventions: Staff attendance at tourism related conventions and participation on visitor related committees throughout the state and nationally help promote Ashland in the most positive light. This year Mary Pat Parker and board member, Eric Weisinger agreed to be on the Culinary Tourism Task Force for the state. Watch for this to be a huge trend and attention getter in the coming years. Keep in mind that 100% of visitors eat out. We are so fortunate to have such wonderful and diverse dining opportunities in town of our size. Group Tour business is a vital component of our marketing efforts. Through membership and participation in the annual NTA (National Tour Association) Convention, we work to secure group business from all over North America. We also act as hosts to various conference and conventions brought to Ashland.

Memberships: Mary Pat Parker has just completed her second year as the County Chair on the Board for SOVA ( Southern Oregon Visitor Association) whose primary focus is to cooperatively market all of Southern Oregon. We participate in various marketing opportunities that we would not be able to fund separately. Last fall SOVA members participated in the BRAVO Trade Show, targeted to meeting planners from all over Oregon. This one day event generated many leads for future business. We also maintain memberships in OACVB ( Oregon Association of Visitor & Convention Bureaus) which hosted its Annual Conference in Ashland in June of 2002. We maintain membership in OCE ( Oregon Chamber Executives). Both organizations are valuable for their exposure and educational opportunities as well as for their involvement in critical legislative issues. Last year Sandra Slattery was appointed by Mayor Alan DeBoer to represent Ashland on the board of SOREDI ( Southern Oregon Regional Economic Development). They are currently working on developing a regional marketing plan for Southern Oregon. We also work closely with the Oregon Tourism Commission on a variety of issues. Last year Mary Pat Parker in addition to serving on the State Publication Task Force, was instrumental in opening the temporary welcome center in a new temporary location. We also participated in several cooperative marketing efforts with OTC to make sure Ashland and Southern Oregon are well represented.

Festival of Light: It is hard to believe that this tradition is now ten years old. We have been very fortunate with weather and this year the crowd was dazzled by not only the parade entries but the entertainment on the Plaza Stage immediately following the Grand Illumination. For the second year entertainment on the Plaza began mid afternoon and adds a great deal to the overall festive atmosphere of town. Another innovation this year was the addition of the New Theater for Santa's workshop after the parade. Santa's workshop truly glittered with the tree from A Winters Tale glowing in the background.

Fourth of July: This perennial event takes almost a year to plan, coordinate and produce, it is the biggest celebration of the year. Hundreds of volunteers, lots of heart hard work, and fundraising all go into this grand daddy of them all parade. The partnerships over the years with SOU, Ashland Police and Fire Departments, Street Department, Parks and Recreation, RVTD, and many private organizations have proven invaluable in providing a full day of fun and enjoyment to thousands who attend our small town event. The Chamber Staff is heavily involved in all aspects of the day.

Other Events: The Chamber spends a great deal of stafftime helping other groups host successful events in our community. Last spring the Chamber hosted the Oregon Association of Visitor and Convention Bureaus conference at the Ashland Springs Hotel and it was a rousing success. We greeted the Eugene/Springfield ambassador organization when they were in town, to see an Oregon Shakespeare Festival play. The Medford Chamber requested our assistance in networking to promote the valley a future state convention site for the Oregon group. We were successful and the 2004 state convention will be held in the Medford/Ashland area.

ASSISTING BUSINESS

PROGRAMS & COMMITTEES

Business Development: Winding up "The Year of the Customer" with a two day Technology Workshop, we were fortunate to secure two world class speakers to bring a new dimension to our final educational seminar and training session in this series. Partnering with Southern Oregon University, the Daily Tidings and Ashland Community Hospital, we were able to bring Eric Aebi from Ethos Hospitality to conduct customer Service Training, Rhonda Abrams for Marketing and are looking forward to Pam Tolliver for the headline speaker in our upcoming two day event. We are also fortunate to have secured some very talented teachers for the individual workshops. Each event has been designed to help our small businesses with their success.

Legislative: Last fall we partnered with Southern Oregon University, the Ashland Daily Tidings and Ashland Community Hospital to bring together three forums, that introduced City Council, Parks, County Commissioners and State Senate candidates as well as a Ballot Measure 23 Pro & Con debate to the public. We co-sponsor these events to educate voters and increase voter turnout. The Chamber of Commerce and the Oregon Shakespeare Festival have partnered once again to bring weekly legislative hot lines, via telephone, with our legislators during session to insure a dialogue with our elected representatives in Salem.

Local & Regional Marketing: Comprised of members from lodging, dining and retail sectors of our economy each year this group endeavors to bring new businesses to Ashland by creating new marketing ideas for member participation. This year the committee decided to begin a new tradition: "The Holiday Open House". Instructions and a flier about participation went out the first of December and was advertised in print. The idea is to have as many merchants stay open and do something special for one big night each season to generate business and increase the holiday feeling with shoppers, and diners. In addition they voted to continue the "winter fairy" commercial for one more year and placed ad about the Candlelight Tour of Homes in the Tidings and Mail Tribune. A beautiful holiday ad was placed in Sunset and we were fortunate to have a picture of town appear in December's Bon Appetit.

TRAINING & EDUCATION HOSPITALITY SHOWCASE

Each year the Ashland Chamber of Commerce holds an event to educate front line staff, conducted through the Visitor & Convention Bureau committee of the Chamber to showcase attractions, lodging, dining and retail establishments to our best ambassadors the employees of these establishments. Although this program has a small budget we have found it a very valuable tool to promote customer service in Ashland. Year after year, we hear how friendly the people are in Ashland. We think that this is due in large part to the pride and ownership people feel once they have experienced a product or can speak intelligently to a question about an attraction or a facility. Studies show when visitors and citizens receive good service they are more likely to return. In addition we hold an annual training session to our 80 plus kiosk volunteers that staff our Plaza Information Booth. For the coming year, we are looking forward to including some great classes in conjunction with the Hospitality Trade Show.

SISKIYOU WELCOME CENTER/SAFETY REST AREA

In May of 2002, the Ashland Chamber once again stepped in to secure a sight for the temporary Welcome Center. Previously the Welcome Center staff shared office space with the US Forest Service. Due to their budgetary constraints, they are having to downsize and remodel that location. Due to internal issues, we were not able to reopen in that office space. So the Ashland Chamber and the Oregon Tourism Commission went to work on other options. In May of 2002, a trailer was installed in the parking lot of the US Forest Service Office. Visitor traffic dropped dramatically to the Welcome Center when it was moved from the summit in 1996. Since that time traffic has slowly edged its' way back up, so it was critical to take advantage of current signage and not loose any more potential traveler revenue. Studies have shown that for every dollar spent operating a Welcome Center more than three dollars are returned to the general fund.

COMMUNITY ISSUES & PUBLIC EDUCATION

The Ashland Chamber gets involved when areas of concern present themselves that have long term impact on our economy and require board based participation and involvement. Most of these issues are vital and time consuming due to their complexity. We have done and will continue to do research on issues, coordinate Community Issues Forums and advocate legislatively where and when necessary. Last year some of the issues that were on the table were: Road construction, the Siskiyou Welcome Center. the devastating wild fires, elections and the economy.

TRAFFIC SAFETY

Last year we had a pedestrian fatality, which has lead to board member Pam Hammond being named to the Traffic & Safety Committee through the City. After much discussion the Chamber Board has decided, we should help with the educational component in conjunction with the City to raise the awareness of pedestrians and motorists to insure greater safety for everyone. We currently have and have had over the last year many road construction and safety projects in town and we are happy to assist with communication in any way we can. We have plans of producing a comprehensive stand alone map incorporating walking ,biking. parking and public transportation routes. Last year when water became a very big issue in Ashland we helped produce door hangers and placards for lodging and dining facilities to reduce water use.