Corrected - Industry Award Winners, Annual Plan Adopted and New Scenic Bikeway
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Eugene, Cascades & Coast Industry Award Recipients
A heartfelt thank you to our generous Visitor Industry Celebration sponsors—Mereté Hotel Management, Summit Bank, and Turell Group—as well as our gracious hosts at The Shedd Institute for the Arts. View the award video to learn more about these amazing hospitality industry stars.
Legacy Award
Jonnie Helfrich, Helfrich McKenzie Rafting (Award Video)
Community Leadership Award
Bev Smith, Executive Director, Kidsports (Award Video)
Sports Leadership Award
Aaron Wasson, Associate Athletic Director, University of Oregon (Award Video)
Convention Leadership Award
Graduate Eugene by Hilton (Award Video)
Placemaking Award
City of Florence Public Arts Committee (Award Video)
Destination Award
Creswell Bakery (Award Video)
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Budget and Marketing Plan Adopted
At its May 22, 2025 meeting, the Travel Lane County Board of Directors adopted the organization’s FY26 budget and Marketing Plan. The approved $4.5 million budget assumes flat revenue growth and strategically draws on reserves to support one-time investments.
The most significant and exciting investment is the development of a 10-year Destination Master Plan. A vendor has been selected to lead this important work, and we’re eager to engage communities throughout the Eugene, Cascades & Coast region over the coming year. The plan is expected to be completed by late spring or early summer 2026, setting the stage for a vibrant and sustainable future for our visitor economy.
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Scenic Bikeway Ribbon Breaks
A May 30 gathering of area elected officials, media and bikeway proponents gathered at Portal Park in Westfir for the official ribbon-breaking for Oregon's 18th Scenic Bikeway - the Aufderheide Scenic Bikeway. The Aufderheide Drive (Forest Service Road 19) offers cyclists a challenging and spectacularly beautiful ride between Westfir and the McKenzie River Valley.
The event began with a welcome by Samara Phelps, Travel Lane County President/CEO. Ms. Phelps was followed by:
Richard Watson, Westfir Mayor
Bryan Cutchen, Oakridge Mayor
Darin Harbick, Oregon State Representative
Heather Buch, Lane County Commissioner
Steve Schulz, Cycle Oregon CEO
After the speakers concluded, Connor Nolan, Destination Development Manager at Travel Lane County, led a group of bikeway supporters, local and state elected officials, and cycling enthusiasts through the Office Covered Bridge and through the Aufderheide Scenic Bikeway banner.
"Recreational cycling generates over a billion dollars annually for Oregon's economy, and the state’s one-of-a-kind Scenic Bikeway program offers cyclists a chance to experience Oregon’s stunning beauty in every corner," said Andy Vobora, Vice President of Stakeholder Relations at Travel Lane County. "We’re honored to have a fourth Scenic Bikeway designated in the Eugene, Cascades & Coast region. Our thanks go to the Oregon Parks and Recreation Department and all the partners who helped make this achievement a reality."
Aufderheide Drive, also known as Forest Service Road 19, is named after Robert Aufderheide, who served as the supervisor of the Willamette National Forest from 1954 until his passing in 1959. The Aufderheide Scenic Bikeway is stunning 60-mile bikeway winds through Lane County, connecting Oregon Highways 126 and 58. It showcases the beauty of the Willamette National Forest.
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Oakridge Pump Track Comes to Life
In just a few weeks, Oakridge will open a dirt pump track—a dedicated training course and fun, accessible playground for cyclists of all ages and skill levels.
The project is spearheaded by Tom Lyons, a member of the Oakridge Community Parks Committee and an avid mountain biker with a passion for pump track design. Recognizing the community’s need for a space to build skills and confidence, Tom teamed up with local recreation champions, including the Oakridge Trails Alliance, Disciples of Dirt, and Willamette Mountain Mercantile, to bring this vision to life. Together, they are working to complete the foundation with hopes of opening the track to the public by early June at Diamond View Park.
Travel Lane County is proud to serve as a financial sponsor, believing this new pump track will provide an ideal space for riders to sharpen their skills before hitting the epic, world-class mountain bike trails that make Oakridge a top-tier riding destination.
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Brief Slowdown Before Busy Season Expected to Heat Up
Market indicators from late fall signaled a softening in visitor demand, and this winter’s seasonal dip was deeper than in previous years. Some of that may have been influenced by uncertainty at the federal level. The good news, however, is that momentum is building again. April saw the return of signature events like the Oregon Relays and the Eugene Marathon.
May brought even more energy with Oregon hosting the Big Ten Outdoor Track & Field Championships at Hayward Field for the first time. June follows with a full calendar of events, setting the stage for an exceptional July. Track and field fans will enjoy a historic lineup, beginning with the 50th anniversary of the Prefontaine Classic on July 5, followed by the Para National Championships and the USATF Outdoor Championships later in the month.
Add to that a vibrant mix of running events like the Butte to Butte, collegiate graduations, fairs and festivals, arts and cultural events, and the return of friends and family visits, and summer is shaping up to be a strong season for the Eugene, Cascades & Coast region.
The hospitality industry plays a vital role in the Eugene, Cascades & Coast region, employing 1 in 9 workers and creating memorable Oregon experiences for more than 5 million visitors each year. These visitors generate over $1 billion in economic impact annually, contributing more than $50 million in state and local taxes—including over $23 million in lodging taxes in fiscal year 2024 alone. Learn more about travel spending by reviewing the recently released 2024 Dean Runyan and Associates visitor spending report for Oregon and for Lane County.
Check the Eugene, Cascades & Coast events calendar for what's happening across the region and sign up for our What's Happening weekly email for event suggestions in the week ahead.
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Legislature Enters the Homestretch
With hundreds of bills still under consideration and a complex transportation package on the table, the Oregon Legislature faces a full agenda in the final four weeks of the 2025 session.
There is good news—SB179, commonly known as the "recreational immunity" bill, passed both chambers and has been signed by Governor Kotek. This important legislation makes permanent the legal protections needed by public and private landowners to ensure continued access to Oregon’s outdoor recreation spaces for both residents and visitors.
Meanwhile, HB3962 remains a major concern. Currently under discussion in the House Revenue Committee, this bill would change the definition of how transient lodging tax revenues can be used by local governments. The tourism industry fought hard over two decades ago to secure dedicated funding for tourism marketing and infrastructure—and while threats to this policy surface nearly every session, HB3962 represents a serious and direct challenge to that foundational protection.
Thank you to the many industry partners who have already submitted written or oral testimony in opposition. More advocacy will be needed in the coming weeks, so please stay engaged and be ready to speak out.
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Run Hub Turns 10
Run Hub Northwest celebrated its 10th anniversary on May 8, marking a decade of inspiring our community to stay active and connected. Guided by a vision to "help customers realize a sense of accomplishment and community through running and staying active by offering exceptional customer experience and engaging activities," Run Hub continues to deliver an outstanding Oregon experience for both residents and visitors alike.
We’re grateful for the energy, passion, and commitment of the entire Run Hub team. Congratulations on 10 incredible years!
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Lane Arts Council Seeks New CEO
Stacey Ray, CEO of Lane Arts Council, is stepping down this year. "I feel immensely grateful and honored to have led Lane Arts Council for these past five years, and to have been part of this incredible organization for almost a decade. Lane Arts Council’s mission will continue to stay close to my heart and find resonance in my life, as will the many wonderful people I’ve gotten to know along the way. I have been fortunate to work alongside so many dedicated, creative, and amazing arts leaders, colleagues, artists, and community supporters who have inspired me endlessly." We will miss you Stacey.
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Horse Creek Lodge Receives WVVA Grant
Congratulations to Alyssa Brownlee, owner of Horse Creek Lodge, and the McKenzie Trail Volunteers for securing a Willamette Valley Visitors Association Strategic Investment Fund (SIF) grant for $16,123. These funds will be used for trail work in the McKenzie Valley, supporting more great outdoor adventures for residents and visitors.
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ORLA Industry Award Nominations Open
The Oregon Restaurant & Lodging Association is proud to honor the individuals who make Oregon’s hospitality industry exceptional. Every day, across restaurants and lodging properties, stories of dedication, passion, and perseverance unfold—and we know you’ve seen them firsthand.
Now is the time to recognize those outstanding team members. Nominations are open for the 2025 ORLA Hospitality Industry Awards, and we invite you to shine a spotlight on someone who has gone above and beyond over the past year.
Submissions are open through June 30—don’t miss the opportunity to show your appreciation and celebrate their incredible impact.
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Travel Oregon CEO Retires
After nearly 30 years of service, Travel Oregon CEO Todd Davidson is retiring, as announced by Davidson and the Oregon Tourism Commission. “It’s been the honor of my life to lead Travel Oregon these past 30 years, and as we step into a new strategic plan, I feel it’s time to prepare to pass on this privileged responsibility,” said Davidson. “As I reflect on my tenure, I see how far Oregon’s tourism industry has grown—from having no website and advertising campaigns that were focused on five or six target publications to now contemplating how to incorporate AI and running incredibly complex ‘always on’ advertising. So, as we look ahead, we must strategically consider how what we do over the next two years will affect the next four, six and 10 years.”
"We are incredibly grateful for Todd’s decades of service to Travel Oregon. His leadership has been transformative for Oregon’s tourism industry, and we are excited for him as he moves onto his next chapter,” shared Oregon Tourism Commission Chair Lucinda DiNovo.
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Willamette Valley #1
Fresh off Oregon Wine Month, Oregon’s wine country topped the charts with the Willamette Valley being named the #1 wine destination in the world by VinePair, a leading wine and spirits publication.
Long celebrated for its world-class Pinot Noirs, the Willamette Valley has recently expanded its offerings with a diverse range of varietals, earning international acclaim for its innovation and quality.
Champagne, France, took the number two spot, while the only other U.S. region to make the list was California’s San Luis Obispo Coast, ranked fourth.
It’s another proud moment for Oregon’s thriving wine industry—and a toast-worthy reason to visit!
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Lane Workforce Honored
Representatives from Lane Workforce Partnership and the Eastern Oregon Workforce Board accepted the National Workforce Program of the Year by the National Association of Workforce Development Professionals (NAWDP) at its 41st Annual Conference held the beginning of May in Virginia Beach, VA. Congratulations Ashley and the whole team at Lane Workforce Partnership.
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Accessibility Awareness
An April 30 article in the TravelAbility Insider newsletter posed the following question, "A solo traveler comes in who appears to have a disability (using a white cane, in a wheelchair, accompanied by a service dog, etc.) You want to make their visit as inclusive as possible, but they haven’t asked for anything to be adapted or accessible. Do you ignore what you see and continue assisting as though there are no additional needs? Do you ask if they have any additional needs? Do you offer them something more accessible? What would you do?"
Mike Clapper, Brand Strategist Turned Disability Inclusioneer, responded, "Great question. As someone who travels often and lives with a disability, I’ve seen both ends of the spectrum: from staff who pretend not to notice, to staff who rush in with assumptions. Neither feels great. The best hospitality experiences come from teams who are trained to notice without assuming, and respond without overstepping. Most of us with disabilities don’t want special treatment. We want EQUAL treatment. That means being welcomed like any other guest, but with the awareness that access isn’t one-size-fits-all. What works for one person might not work for another, and unless you’re trained to navigate that nuance, it’s easy to either freeze up or overcompensate."
Travel Lane County staff have become certified through VisitAble, "...an (organization) that provides a self-guided eLearning module combined from real world experiences and interviews that allows (participants) to hone in on topical, relevant issues for (our industry) and the modern world." Our membership team will be rolling out VisitAble training opportunities for members in FY26, so watch for opportunities to participate and get your team certified.
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International Travel Rebounds
US Travel reports - After steep declines in March, international inbound travel to the U.S. rebounded meaningfully in April—though the recovery was uneven across regions. Most global markets showed improvement, but a continued slowdown from Canada weighed on overall growth.
Overseas visits to the U.S. increased by 8% year-over-year in April 2025, marking a strong turnaround from March’s double-digit drop. However, North America was the only region to post a significant decline, driven by a 23% year-over-year decrease in Canadian visitors—highlighting ongoing challenges in that key market.
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