Destination Master Planning Begins

Travel Lane County has selected JLL's Global Tourism & Destination Advisory team to develop a comprehensive 10-year Destination Master Plan for Lane County. JLL brings extensive experience in destination planning, having provided strategic planning services for 100+ destinations around the globe.

This Destination Master Plan will create a unified vision for sustainable tourism development across all 12 Lane County communities, balancing economic growth with resident quality of life and stewardship of place. Over the coming months, you'll hear more about opportunities to participate as we shape our destination's future together.

Initial project meetings are focused on gathering data and information about the Eugene, Cascades & Coast region to assist the project team. To understand more about the elements Travel Lane County is asking JLL to deliver, please feel free to review our Destination Master Plan page.  

Arts and the Economy 

You might not always think about the economic impact of meeting friends or family for dinner and a show at a local theater, but it’s something the Travel Lane County team considers often. With a focus on inspiring winter arts travel, our marketing and content teams actively spotlight the incredible work happening at performance venues throughout the Eugene, Cascades & Coast region.

Just how impactful is the arts economy here? A few years ago, both Eugene and Florence participated in the Arts & Economic Prosperity Study (AEP6), and the findings were eye-opening as Eugene's total spending exceeded $123 million and Florence tallied more than $7 million. The Arts and Business Alliance of Eugene (ABAE), which coordinated the study in Eugene, continues to lead advocacy efforts that highlight the importance of investing in the arts. 

A recent evening in Cottage Grove—enjoying dinner downtown followed by a performance at the Cottage Theatre—served as a timely prompt to revisit a blog drafted last fall. The experience led to the completion and publication of The Transformative Power of the Arts in Eugene, Oregon. With federal decisions affecting arts funding, this moment feels especially timely to share a piece that highlights the continued impact of the arts. Please continuing supporting our local arts' organizations and take advantage of the incredible Oregon Cultural Trust tax credit to help support arts throughout Oregon.

Travel Oregon Awards $6.2 Million in Grants

Travel Oregon, is investing nearly $6.2 million in 65 innovative projects through its 2024-25 Competitive Grants Program. This funding reflects the agency’s commitment to creating exceptional visitor experiences while expanding access and inclusion for historically and currently underserved communities. Projects funded in the Eugene, Cascades & Coast region include: 

• Oakridge Trails Alliance - $145,000.00 to develop a conceptual design and trail plan for a connected trail system in East Oakridge by identifying optimal locations for the trail system with an emphasis on creating transportation connections that reduce reliance on automobiles for access.
• Mount Pisgah Arboretum - $100,000.00 to modernize and enhance the existing wayfinding system, ensuring an accessible, inclusive and welcoming experience for all visitors.
• Black Cultural Initiative - $140,000.00 to erect a monument in Alton Baker Park representing the first Black neighborhood in Eugene and its influence on Eugene’s culture, drawing visitors of more diverse backgrounds to the area.
• Adventure! Children's Museum - $25,000.00 to implement a bilingual English/Spanish marketing campaign providing more diverse families the opportunity to explore world cultures, view new landscapes, build with their own hands through immersive exhibits and programming.

Legislature Closes Session 

The Oregon Legislature pronounced "sine die" on the 2025 session. Here's a recap on a few key industry bills:

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. Unfortunately, SB1196 was unable to gain support in the House following passage in the Senate, and while it came back to life late in the session it was unable to move out of committee. This bill would have put Oregon's liability waiver protections in line with surrounding states.  

 HB3962 and HB2977  both moved from committee to the House floor and both were passed by the House. These bills stalled in the Senate.  The tourism industry showed up to oppose these bills and our efforts paid off. Understanding that lodging tax bills surface every session, the work to educate lawmakers on the value of protecting tourism funding will continue during the interim. 

SB551 was signed into law by Governor Kotek.The bill was narrowed in scope through numerous amendments. While initially seeking to ban single-use plastics across a wide spectrum of products, the bill ultimately covers single use plastic bags used by restaurants and retailers. The law goes into effect in January 2027, which gives businesses time to utilize existing stock and make choices on what to use in the future. 

Eugene's 6th Street Grill Recognized

6th Street Grill has been recognized for their outstanding customer service and continuously high-quality food by  America's Best Restaurants, a group that travels around the United States and highlights local restaurants of note. Congratulations Linda and Keith! 

Beergarden Celebrates 10 Years

Congratulations to Colby Phillips, Patric Campbell and the Beergarden team for celebrating 10 years of great service to residents and visitors. 

Emeralds Promote Brown

Andrew Brown, who started with the Eugene Emeralds in 2015, will be the new Assistant General Manager and Director of Sales. Previously, the club announced Matt Dompe as General Manager. Congratulations Andrew and Matt! 

Vote Willamette Valley for Best Wine Region

Oregon's Willamette Valley is known for producing some of the world’s most exceptional pinot noir. There are well over 700 wineries waiting to be explored in the state's oldest wine region. Let's vote the Willamette Valley Wine Region number one! 

Cultural Opportunity Grants Available!
Applications are now open for Lane County Cultural Coalition (LCCC) Cultural Opportunity Grants. These grants are funded by the Oregon Cultural Trust to support and protect Oregon arts, heritage, and culture. Grants are for up to $2,500 and may be used for projects taking place between January 1 and December 31, 2026. Questions? Visit the LCCC website laneculture.net or email laneculture@lanearts.org.

Shedd Hosts Sound Advice 

Sound Advice sessions occur every 2nd Saturday (July 12) at 10 a.m. at The John G. Shedd Institute for the Arts. These free sessions are for people with hearing loss who can learn about hearing loops, practice using hearing loops, and learn about other tools that can improve hearing. 

Volunteer with County Parks 

Join the Lane County Parks staff on Stewardship Saturdays. These work parties offer monthly opportunities to work with Parks maintenance staff to improve our parks. If you volunteer a minimum of 10 hours in one calendar year, you are eligible for a free parking pass for the following year ($40 value). Visit the Lane County Parks webpage for information. 

Forest Service Goes Digital

Beginning June 20, the popular USDA Forest Service Annual Northwest Forest Pass will be available for online purchase. The Northwest Forest Pass allows visitors to access day-use recreation fee sites and facilities at all Forest Service-operated recreation sites across Oregon and Washington.

Accessibility Awareness

In fiscal year 2026, Travel Lane County will continue leaning into ways we can support our industry in making improvements in accessibility. Sometimes these improvements come in the form of physical space improvements that assist people who have mobility needs. Other times the improvements are in how we interact with visitors in order to make their experience unforgettable - in a good way!  A recent TravelAbility newsletter shared a simple list of do's and don'ts when serving a guest who is blind or has low-vision. For additional ideas to improve accessibility, please reach out to Connor Nolan, Travel Lane County Destination Development Manager.