Oregon Travel Philanthropy Fund

Kevin Brett | Matthijs Reinders | Nate Erickson

“All Politics is Local”- House Speaker Tip O’Neill

OTPF Situation Analysis Only 4 Philanthropy Fund Participants

Heathman Hotel, Portland Jupiter Hotel, Portland Geiser Grand Hotel, Baker City Double Diamond Lodge, Oakridge

Target 35-50 Additional Properties

Capstone Objectives 9x-12x increase in OTPF Membership Raise Stakeholder Awareness Recruit Regional and Local Fund

Champions Local Projects, Local Lodging Properties Establish a Quantitative Baseline for

Marketing

Capstone Activities “All Politics is Local” Marketing Campaign Unique Communication Strategy for 7

Regions “Push Marketing” Approach 100 High Potential Properties Internet Survey

Capstone Tactics Tie End Projects to OTPF Development

Activities Target Key Lodging Owners/Executives Deliverables Directed to Owners with

“Champion” Letter Conduct Specialized Outreach to Industry

Marketing Reps Enhance Use of Social Media for Thought

Leadership

7 Projects, 7 Regions1) Sustainable Seafood Initiative, Coast: 0 Hotels

Friends of Haystack Rock, Coast: 0 Hotels

2) Friend of Trees, I-205, Portland: 2 Hotels

3) Willamette Food and Farm, Valley: 1 Hotel

4) Rogue River Greenway, S. Oregon: 0 Hotels

5) Deschutes Restoration; C. Oregon: 0 HotelsTrout Unlimited; C. Oregon: 0 Hotels

6) Friends of Columbia Gorge: Columbia: 0 Hotels

7) NE Oregon Economic Development: E. Oregon: 1 Hotel

7 Letters, 7 Targets1) Friends of Haystack Rock, Sustainable Seafood Initiative;

Salishan Spa & Golf Resort

2) Friend of Trees; The Benson

3) Willamette Food and Farm; Valley River Inn

4) Rogue River Greenway; Ashland Springs Hotel

5) Trout Unlimited, Deschutes Restoration; Lara House B&B

6) Friends of Columbia Gorge; Three Sleeps Vineyard B&B

7) NE Oregon Economic Development: Wallowa Lake Camp & Retreat Center

Window Stickers for Hotels, Motels, Resorts Oregon Travel Philanthropy Fund Posters Rack Cards for Lobby and Rooms Table Tents for Front Desks Bedside Cards Web Copy and Photos

Capstone “Push Marketing”

Capstone Next Steps Identify First 100 Properties Identify Media, Trade Organizations and

RDMOs, and Develop Appropriate Messaging

Complete Quantitative Research Create Unique Strategy for Indian Casino

and Resort Outreach

First 100 Lodging Targets

High-Profile Regional

B&B’s in Resort Areas

Properties in Environmentally-Sensitive Areas

Eight Casino/Resort Properties

Indian Casinos and Resorts Chinook Winds, Lincoln City

Kah-Nee-Ta High Desert Resort, Warm Springs

Kla-Mo-Ya Casino Resort, Chiloquin

The Mill Casino and Hotel, Coos Bay

Seven Feathers Hotel & Casino Resort, Canyonville

Spirit Mountain Casino, Grand Ronde

Three Rivers Casino and Hotel, Florence

Wildhorse Resort and Casino, Pendleton

Quantitative Research Conduct 10-12 Question Survey to Measure

and Serve as Baseline for Attitudes Toward OTPF

Use Answers for Future Marketing, Promotion and Brand Building

Employ Oregon Qualtrics

Top Priority Red Lion Jantzen Beach is Hosting March

18-20 Oregon Governor’s Tourism Conference

The Red Lion Jantzen Beach Needs to be Announced as New Participating Member of the Oregon Travel Philanthropy Fund on Monday Morning, March 19

Capstone Takeaways 9-12x increase in OTPF Membership ‘All Politics Is Local’ Push Marketing

Campaign Tie regional projects with local properties Focus on 100 high-potential properties Establish a feedback loop Use Quantitative Analysis to Set Baseline