Loading...
HomeMy WebLinkAbout2013-428 Visitor & Convention Bureau 2012-13 City Report ASHLAND as you like it Ashland Chamber of Commerce Visitor & Convention Bureau 2012-13 City Report Table of Contents Executive Summary ...............................................................................................................3 Visitor & Convention Bureau 5 VCB Purpose, Mission and Overview ..............................................................................6 VCB Committee ...............................................................................................................7 Implementation of Refreshed Ashland Brand .....................................................................7 Promotion 9 Outreach & Exposure 14 Partnerships 17 Tools .....................................................................................................................................18 Fulfillment 23 Addendums ......................................................................................................................24-25 Addendum A: 2012/2013 Budget 24 Addendum B:Advertising Samples 25 Appendicies 26 Appendix A: 2012-2013 Board of Directors 26 Executive Summary Ashland Chamber of Commerce Visitor & Convention Bureau City of Ashland Grant Report Fiscal Year: 2012-2013 Submitted: January 31 st, 2013 The grant report to follow represents the 2012-2013 Fiscal Year.The work completed in compliance with the grant guidelines is reflected in the following report. Our success and contribution to the growth of the tourism industry is made possible not only by the Ashland Chamber Visitor & Convention Bureau (VCB) and partners but by the Chamber staff of six hard working individuals, volunteers, business owners and community members who contribute to and deliver the visitor experience, showcasing Ashland as the unmatched travel destination that it is. The overarching goal is to deliver an unsurpassed leisure travel experience that creates lasting memories, encourages repeat visitation, enriches lives and converts visitors into lifelong Ashland ambassadors and potential residents through servicing individuals, industry partners, small groups, tours and looking ahead, large conventions and conference attendees. We accomplish this through our scope of work that is described in this report within the main categories of promotion, outreach and exposure, partnerships, tools and fulfillment. You will find a goal for each category and a thorough description of how we succeed in the goals set by this grant in addition to the growth and expansion we constantly seek and strive for. Within this fiscal year of reporting, we implemented the refreshed brand and message set by the VCB and Branding committee. This refreshed brand showcases the established Ashland pillars of culture, culinary and outdoor attributes that continue to put Ashland in the news and on the map.We generated return on our investments through effective promotions, events and measurements while expanding our database and partnerships. We saw recovery and growth in the tourism industry by increased investment, participation and visitation in 2013 over 2012. Through promotion, outreach and exposure, partnerships, tools and fulfillment, we continue to expand our capacity to extend our reach, message and audience.We tell the "story" of Ashland to attract and create relationships with our visitors, attracting new targeted niche audiences, while maintaining the compelling invitation to Ashland's loyal, traditional visitor. Ashland Chamberwears many hats, including the traditional responsibilities of a Chamber of Commerce and the added workload of a destination marketing organization and an economic development entity. Ashland's 2013 designations as Oregon's first Google e-city, speaking to our broadband capacity and innovation as well as the Top 7 Most Dynamic Walkable Towns in the US (Valuewalk.com, 2013) continue to prove that with a population of 20,000 and a visitor base of over 300,000, steeped in culture,Ashland has created a top environment and economic platform for innovation and creativity 3 that attracts not only a highly educated resident but sustains a highly educated visitor base. Ashland VCB serves as the gateway to Ashland, Southern Oregon and the entire state with approximately 60% of visitors arriving to Oregon through our corridor. We are open to the public year-round, free of charge, providing an authentic message and superior travel experience. We submit this report for your review and thank you for your continued partnership and investment. Katharine Flanagan Sandra Slattery t Visitor & Convention Bureau Director Executive Director 4 ASHLAND as you like it Ashland Chamber of Commerce Visitor & Convention Bureau 2012-13 City Report 5 r A ASHLAND as you like it Ashland Chamber of Commerce Visitor Convention Bureau 2012--2413 Purpose For thirty-one years, the City of Ashland and the community have relied on the Ashland Visitor & Convention Bureau (VCB) through an annual grant, to promote Ashland, year round, to visitors traveling from more than 50 miles to Ashland and to visitors who stay overnight in Ashland. Efforts include promotion, outreach and exposure, partnerships, the tools and materials to deliver the message, analysis and fulfillment showcasing Ashland as a desirable travel destination. Mission The mission of theVCB is to promote visitor stays year round with a primary focus on the fall, winter and spring seasons by increasing our capacity to extend our message, reach and audience. The goal is to deliver an unsurpassed leisure travel experience that creates lasting memories, encourages repeat visitation, enriches lives and converts visitors into lifelong Ashland ambassadors and potential residents through servicing individuals, small groups and looking ahead, large conventions and conference attendees. Overview of 2012-2013 Ashland VCB In addition to fulfilling the mission of the VCB as set by the City of Ashland, in fiscal year 2012- 2013, we thoroughly implemented the refreshed Ashland brand and messaging set forth by the VCB and branding committees.The refreshed brand showcased the established marketing pillars of cultural, culinary and outdoor experiences while inviting visitors to enjoyAshland,`as you like it'. We generated return on our investments through effective promotions, events and measurements while expanding our database and partnerships. We saw recovery and growth in the tourism industry by increased investment and participation in 2013 over 2012. Through promotion, outreach and exposure, partnerships, tools and fulfillment, we continue to expand our market, inviting new visitors for new reasons, while maintaining the invitation to Ashland's loyal, traditional visitor. By passionately promoting the quality of life & small town charm of Ashland, combined with its world class amenities, we continue to enhance and deliver that authentic experience our visitors seek. 6 Visitor & Convention Bureau Committee The VCB, which meets on the third Wednesday of every month, is comprised of members from various segments of the tourism industry who offer their input, business expertise and knowledge thus creating a collective voice of the Ashland tourism industry. Industries represented on the VCB include a variety of lodging, restaurant, wine, retail, spa, theatre, outdoor recreation and attractions. These industries rely upon the VCB as the organization to gain the most effective market outreach and the furthest exposure for the Ashland experience by offering various, cooperative advertising opportunities for small grantees and non-profits. TheVCB serves as Ashland's Destination Marketing Organization (DMO) of which there are twenty- two within Southern Oregon. The twenty-two DMO's work in coordination with the Regional Destination Marketing Organization (RDMO) or Southern Oregon Visitors Association (SOVA). SOVA is one of seven RDMO's within the state of Oregon that work in coordination with the Oregon Tourism Commission dba,Travel Oregon, the entity that handles Oregon's statewide tourism promotion. Ashland is proud to have a direct and valuable partnership with Travel Oregon. VCB Committee Members Committee Member: Business: Don Anway Neuman Hotel Group Bob Hackett/PeterWickliffe Oregon Shakespeare Festival Drew Gibbs (Past Chair) Alchemy Restaurant at Winchester Inn Rick Saul Mt.Ashland Ski Area Livia Genise Camelot Theatre Company Vicki Capp Ashland B&B Network/ Iris Inn Graham Sheldon Ashland B&B Network/ Ashland Creek Inn Julie Gurwell (Chair) Oregon Cabaret Theatre Deb Cleland Waterstone Spa Brad Niva Rogue Wilderness and Winehopper Tours Lisa Beam Board Liaison/President 201 1-2013 Katharine Flanagan VCB Director/ Chamber Marketing & Sales Implementation of Refreshed Ashland Brand During fiscal year 2012-2013, we implemented and enacted the refreshed brand that was established through VCB, Branding subcommittee and DVA ad agency out of Bend, OR. We implemented the refreshed brand throughout ,4$ - our entire promotional efforts and tools such as our A`k website,Visitor Guide and identity pieces.We established consistency in our branding and refreshed the look and LAND feel of our event promotions through a new logo, tagline, ASH destination brand descriptions and style guide of color, a you C it layout and imagery. 7 Logo description: A trip to Ashland is not just a single experience. It's the coming together of many extraordinary people, places and events to create a city that is unique to every single person who comes to visit. "As you like it", while alluding to the Oregon Shakespeare Festival for which Ashland is best known, truly speaks to multitude of choices and lets our audience know that, here, they will experience the exact version of Ashland that they love most. Brand Statement: At the convergence of the Cascade and Siskiyou Mountains, where forested alpine peaks give way to some of the most fertile and bio-diverse lands to have ever been shaped by geologic wonder and the hands of time, lies a town that's just as unique and authentic as the terrain that surrounds it. Nowhere else do so many experiences- from performing, visual and culinary arts, to education, wellness and outdoor recreation - combine to create something so inspiring. While others may try, there's only one authentic Ashland, Oregon. Pillars within Brand - Culture, Culinary and Outdoors Culture "Discover a year-round cultural paradise.Welcome to Cultureland:' • Home to Southern Oregon University and America's oldest Elizabethan theatre, Ashland's long cultural history is built upon natural beauty, theatre, education and wellness. • Enjoy 365 days of theatre, world-renowned art galleries, museums, live music, independent film, festivals and a diverse shopping experience by exploring Ashland's eclectic collection of sophisticated boutique shops. • Most widely known for the Oregon Shakespeare Festival, approximately half of Ashland's visitors are attracted to Ashland to attend plays. • #2 Top Town to Live and Work in as a MovieMaker - MovieMaker, 2013 • Ashland Independent Film Festival - 25 Coolest Festivals in the World, 2013 Culinary "Discover a year-round culinary paradise.Welcome to Cuisineland:' • Ashland's culinary scene attracts foodie travelers and writers from around the world.We invite visitors to enjoy year-round culinary excellence with over 80 restaurants, talented chefs and restaurants that showcase the abundance of locally grown produce and locally made products in their creative cuisine. • Explore coffee shops, farms and taste delicious specialty foods made by local artisans who take pride in their sustainable practices. • Sip and taste local at Ashland's two micro-breweries and distinguished wineries. • Ashland Culinary Festival, produced by the Ashland VCB, now in its eighth year marks the center of this pillar, consisting of eight chefs competing for Top Chef honor using local produce.With educational workshops, participation from food artisans, farmers, wineries and breweries, it is evident that Ashland offers an 8 unmatched culinary destination for both locals and visitors to experience. • Ashland Restaurant Preview Week each February promotes restaurants to the local visitor region and invites guests to take part in specials and win a night out. • `Ashland - the Center for Culinary Arts', Oregon Wine Press, 2013 • The culinary adventure also showcases our emerging wine industry described by Sunset magazine (Jan. 2010) as, "The next big wine country. Southern Oregon." Outdoors "Discover a year-round outdoor paradise.Welcome to Outdoorland:' • Ashland's national reputation for the arts is complemented by its burgeoning recognition for recreation. From downtown's portal and 93 acre, Lithia Park, Southern Oregon's first park established in 1908, to more adventurous pursuits on the Rogue and other nearby rivers and lakes, including Mt. Ashland, and along the Creek to Crest and Pacific Crest Trails, Ashland's outdoor adventures are neither gratuitous nor are they an afterthought. It's not the X games extreme and its not underwhelmingly easy. It's somewhere in-between, and it's just right. • Offering four seasons of natural beauty and adventures, Ashland hosted Cycle Oregon's 25th anniversary ride in 2012, hosting 2200 cyclists from all over the world, inviting them each to return and enjoy Ashland once again. • "Top 10 places to Visit based on Geotourism". Noted by National Geographic Adventure magazine Qanuary 2009) Ashland attracts more outdoor enthusiasts each year which is a younger, more active individual. • "Best Places to Live" Outdoor Magazine (June 2009) honoredAshland based on its community assets and natural beauty. Honored again in 2011 -Ashland was voted the 8th Top town to live in based on an online poll. • Looking ahead: the State Scenic Bikeway committee has recommended the Cascade Siskiyou route in Ashland for designation as a State Scenic Bikeway. Of the thousands of miles the bikeway committee has rated, less than half is recommended. The route begins at Roasting Co. on East Main, travels up the Greensprings Hwy 66, over Hyatt and Howard Prairie and back down Dead Indian Memorial Road to Roasting Co., totaling 52 miles. Final approval for this will occur by 2015 upon which signage will be provided. Promotion Goal: To increase awareness of Ashland as a travel destination, inviting new visitors for new reasons while loyally inviting back repeat visitors.To increase total TOT revenue collected and to further grow and expand our tourism industry's economic impact.To share the collective message of Ashland, providing further reach to markets with relevant and timely messaging that creates a call to action. Promotion includes advertising, campaigns, events, publications and seasonal promotions. We expanded our databases and effectively generated leads through our measurable and interactive promotions therefore creating a return on our investment and relationships with new visitors. 9 Promotion-Advertising Regional & Statewide Online, Print and email • Sunset Magazine and online: • With the goal of creating ROI and reaching potential visitors in Northern California, a valuable market forAshland,we created a strategy providing broad reach in that region and created lead generation. By utilizing Sunset magazine Travel Planner and Sunset.com together, we reached an audience of 350,000 subscribers from the Oregon border to the middle of California including Monterey and Carmel as well as parts of Nevada with the "visit Ashland" message. o Sunset Spring Campaign online/print: 849 Leads Generated o Sunset October Campaign online/print: 375 Leads Generated • www oregon.com: generating an average of 50 leads per week, there is a live link to their website which receives over 2 million visitors annually. • 1859 Magazine and online: statewide magazine promoting lifestyle, culinary and outdoors • Southern Oregon Magazine and online: Year round exposure to local & regional markets • Central Oregon Magazine and online: Attracting culinary & outdoor travelers • Golf Oregon and online: Cross marketing to golfers who enjoy high-end travel • Record Searchlight and online: Redding is one of the top three sources of traffic to our website. Targeting this market and region, we created a summer outdoor enter to win getaway and a holiday getaway enter to win promoted through an insert, print and online ad combination. o Summer Outdoor Enter to Win Package: 436 Lead Generated o Holiday Getaway Enter to Win Package: 374 Leads Generated • Portland Monthly magazine - promoting to the culinary traveler • Portland Guide - quarterly printed publication with online and event listings • Travel Oregon o E-Newsletter and Interactive magazine: promoting online traffic to niche markets including culinary and outdoor readership o Trip Planner is produced by Media America & Travel Oregon. Circulation is 250,000 annually and serves also as the official state resource guide, intended as a visitor's itinerary planning piece, complete source for statewide lodging accommodations and lead generation. • Portland Guide: The guide has a circulation of 100,000 at 250 locations around the Pacific Northwest. Our presence consists of images, text, Chinese and events. • AAAVia Magazine - Oregon/Idaho edition.Targeting travelers and drivers while promoting Restaurant Week and Ashland's off season. o January/February Promotion: 206 Leads Generated • NWTravel Magazine -greater Seattle and Pacific NW readership with expendable income and travel interest • Go-Oregon.com: monthly lead generation from our presence on site. Local Online and Print • Oregon Shakespeare Festival: The Ashland Chamber and Oregon Shakespeare Festival have a cooperative agreement that enables both parties exposure in a variety of products. The Ashland Chamber &VCB values its exposure on www.osfashland.org, within their Playbill and annual brochure. As one of the cornerstone's to the amenities of 10 Ashland, we value the long-term partnership that has grown and strengthened each year. • Britt Festival: partnership solidified through advertising trade • Ashland Independent Film Festival: Much like the Oregon Shakespeare Festival, yet in a smaller capacity, there is an agreement of advertising and in kind sponsorship between AIFF and the Ashland VCB. Reaching this unique market of independent film goers not only enables them to learn of all the amenities they may find by attending the festival, but it also helps to support AIFF • Taste of Ashland: agreement for in kind sponsorship and event promotion. • Southern Oregon University Parent Guide: resource and strong distribution • Local News sources: Based on events and promotions, ads are placed in the following places that speak to the local and regional community which is essential in marketing the off season in Ashland. : o Daily Tidings, www.dailytidings.com and Revels o Mail Tribune, www.mailtribune.com and Tempo o Sneak Preview -Ash land,Talent, Medford and Grants Pass o Locals Guide • Regional television and radio: To ensure the regional market is reached in more than one way with our message of visiting Ashland, we purchase airtime with KTVL Ch. 10, KDRV Ch. 12, KOBI Ch.5 and radio with BiCoastal Media (KRWQ & KISS) that each match our buy based on our non-profit status. Prior to events, we visit the morning news segment to generate awareness and attendance to events such as Ashland Culinary Festival, Fourth of July and Festival of Light. • JPR provides access to the valuable audience of Ashland that may not watch television or be touched by mainstream media and extends our market regionally. • Ashland TV 20 supports the VCB by airing event videos we produce. • Facebook & Social Media by increasing our investment with ads, content, current information and more fans, we increased our traffic from Facebook to our website by 15% each year. For Advertising Examples - please see Addendum B on Page 26 Promotion - Events Events produced by theAshland ChamberVCB showcaseAshland and the main three pillars of culture, culinary and outdoors, depending upon the event. They live year-round through video and promotion on our website, provide a tangible element to each pillar and continue to grow each year.We survey our event attendees to better understand their preferences and opportunities for growth. 7th annual Ashland Culinary Festival November 7-9th, 2013 Celebrating Southern Oregon's food, drink, talent and creativity Originated in November 2007,theAshlandVCB created this event, specifically in November to attract the culinary traveler, showcase the bountiful harvest of Southern Oregon both in food and drink, highlight the talented local chefs and restaurants and lastly, to take part in the statewide promotion of the Oregon Bounty created by Travel Oregon. With educational workshops, Chef Competition, Best Dessert judging and many weekend events, it is a weekend many return to. 11 Sales and Promotion: Attendance and online ticket sales have grown each year, totaling over 650 guests this past year in 2013. New image libraries, videos, Facebook page, ads and travel writer relations contributed to growing the event's exposure. Top Chef 2013: Dustin Farley of Larks Restaurant Best Dessert in Ashland 2013:Terra Sharp, Pastry Chef at Larks Restaurant Attendance: There is a strong draw for young locals that come to support their favorite chef or restaurant.This event is promoted as a destination event with lodging packages and a long weekend invite.This event welcomes visitors from Los Angeles, San Francisco and the Redding market. Networking: The event creates an opportunity for industry networking with farms, food artisans, wineries, breweries and restaurants to associate with each other and discover new products. Friday Night Kick Off: Meet the Chefs, food and wine samplings with culinary demos invited a new group of attendees. Past winning Chefs return that creates a legacy of talent. Vendors: The number of vendors has grown to total 26 at the Historic Ashland Armory.. Partners: • NEW - Sysco was a major cash sponsor in 2013 underwriting the cost of the kitchen units the chefs use for competition • Ashland Springs Hotel - catering, staff and volunteers • Cooks Kitchen - kitchen units used for competition • Ashland Food Cooperative • THRIVE • Rogue Valley Growers Market and local farms • Cory Schreiber - Chef, author and educator - Farm to School program • Annie Hoy -judge and committee member • Past Top Chefs- Neil Clooney, Franco Console, Chandra Corwin, David Georgeson, Billy Buscher • FlowerTyme • SOU Hospitality Club • Winchester Inn • Women Enjoying Beer • Travel Oregon's Oregon Bounty Promotion and marketing Culinary Marketing & Economic Development: With the growth of wine and culinary tourism, this event is a necessary tool to attract visitors and locals, families and couples alike to experience the fall and early winter. Highlighting the community of restaurants, artisans, lodging, spas and wineries, this event supports and promotes other non-profits and small grantees by marketing this event in Northern California and in all of Oregon. By showcasing the connection of tourism and economic development, this helps to secure a larger market share and awareness of the tourism oriented business community of Ashland. This event supports the growth of local businesses. SAVE the DATE: 8th annual Ashland Culinary Festival November 7th - 9th, 2014 Festival of Light Celebration,Thanksgiving through NewYear's "Find your Holiday Spirit in Ashland"- 21 st Annual Celebration 2013 Aligning with the mission of theVCB, the Festival of Light invites families and folks to Ashland during the months of November through January. With lodging packages, events and celebrations, Ashland attracts visitors not only from Southern Oregon, but from Northern California as well as Central 12 Oregon.Welcoming over 10,000 people, the Ashland Chamber &VCB organize the festivities the day after Thanksgiving including entertainment on the Plaza, Santa's Parade, the Grand Illumination and Santa's workshop. It takes not only staff, but an energized committee and volunteers to facilitate. Weekends in December: The Festival of Light celebration was extended through the month of December each weekend since 2008.The ambiance welcomes shoppers, families and locals to enjoy the quaint element of Ashland during the holidays. Adopt-A-Wreath 2009: The Chamber and VCB spearheaded this project to refresh the holiday wreath decorations. After 17 years, the wreaths were looking past their prime. With the help of volunteers, local businesses and the City of Ashland, we stripped the wreaths down to the frame, refurbished the frame, eliminated the rust and wrapped them with new garland and LED lights. 56 wreaths were created, most of which were adopted for $250 in 2009. 2011 additions: Adding to Santa's parade and his reindeer, eight Rockettes and four elves joined the parade with handmade costumes provided by the Ashland VCB to entertain to the crowd. Adopt-A-Snowflake 2011: All 33 snowflakes were stripped of the old garland, de-rusted and refurbished with new garland and LED lights with the help of Boy Scout Troop #112 and community volunteers, to continue the effort of greening the Festival of Light event. The snowflakes hang on Highway 66 in South Ashland. Adopt-A-Lantern 2012: With the help of the Boy Scouts and Eagle Scouts, the historic lanterns that used to hang on East Main in the 1950's were sanded and repainted by Anderson Auto Body. Each of them were adopted and hung on East Main for the 2012 holiday season. 2013 Update: Lanterns were finished with the installation of LED candle lights in each lantern to provide a bright enough glow that solar could not provide. Baseline created by the Chamber's Green - Best Practices Committee: This committee of the Chamber was created to look at Chamber &VCB events to make them as sustainable as possible, by lessening the waste created and starting to change the behavior of event attendees to bring reusable coffee mugs, use less disposable products if hosting and encourage positive stewardship. Strides were made with Fourth of July vendors and recycling along the parade route,Ashland Culinary Festival composting as well as Festival of Light.The committee created a baseline of how much trash was collected at this event so we can reduce the amount of trash and measure our success for next year. Local coffee shops offered discount incentives for those that brought their own mug during the event and holiday season to lessen the waste of paper cups. Promotion - Seasonal Campaigns Gift Certificate Program Promoting green gift giving and shopping local, we continue this very successful program of selling Ashland Chamber Gift Certificates that are good at over 40 participating Ashland businesses year round. Promoted most aggressively during the holiday months, folks who use the program feel it does a great job of keeping the money in Ashland during the holidays to support our local merchants. We promote this program within our Festival of Light marketing, in local newspapers, regional television commercials as well as online. We are excited to see local entities such asAsanteAshland Community Hospital and local schools use this program for their volunteer appreciation.We see they make great gifts for youth athletic coaches, too. We actively sell them online.This program had the highest sales in 2013 with participation growing to over 40+ businesses and sales steadily increasing. 13 Ashland's Restaurant Preview Week For the past two years, this promotion has grown to include over 15 restaurants, lodging and theatres offering specials and an enter to win.The goal of Restaurant Preview Week is to draw attention to the restaurants and culinary scene for locals and regional visitors to enjoy before the busy season begins. We promote this campaign both locally and regionally inviting locals and regional visitors to experience Ashland's culinary scene. We've expanded the promotion to include a brewers' dinner paired with a restaurant and additional lodging properties that see the benefit of partnering. Outreach & Exposure Goal: To extend our message, reach and audience with the refreshed brand. Outreach and exposure efforts includes participating in the Oregon Welcome Center brochure program statewide, brochure distribution of our publications to advertisers, hosting and fostering relationships with travel writers, public relations efforts to create editorial on Ashland, welcoming groups, tours and the anticipation of large conventions in the near future. We accomplish this with a staff of six and volunteers. We respond to all media inquiries, fact checking and serve as the credible source for Ashland's visitor industry. Attending or providing representation at trade shows is yet another way we provide outreach for Ashland. Outreach - Brochure Distribution We have seen an increase in demand and distribution points for the In &About Visitor Guide as well as the Living & Doing Business Guide. TheVCB distributes this Guide through a variety of methods at various locations, both locally, regionally and nationally. Methods include all Oregon State Welcome Centers including the PDX Welcome Center at the Portland International Airport. Locations also include Chambers and Visitors Centers throughout Northern California and Oregon. Through the VCB's membership and participation with SOVA, our Guides are distributed in the Bay Area Travel Show, Sunset, Portland Ski Show and Golf trade shows in Oregon, Nevada and California. It is also distributed and restocked with each advertiser in the Guide. By supporting Ashland's community events, this Guide is included in welcome packets for events & conventions by request. For example, it is included in the juror packets at the Ashland Independent Film Festival, any group visiting and was included in the Cycle Oregon athlete packets at their event in Ashland, September 2012. Outreach - Travel Writers and Editorial The editorial coverage from a travel writer is invaluable and offers an authentic perspective of the "experience" that Ashland VCB works to promote. Hosting a travel writer involves a high level of coordination and collaboration to provide hosted lodging, dining and access to attractions.All this has to be done in a timely manner and typically on a short time frame from when the initial communication is made. Welcoming each travel writer with hospitality and a cohesive presentation is necessary to create favorable results and reviews. References, past articles written and the angle of the feature must be checked prior to the work beginning. Below is a recap of travel writers that the Ashland VCB has worked with during the fiscal year.The result of these visits comes in the form of articles published online, in magazines, newspapers, e-newsletters, blogs, websites, radio/TV promotion as well as guide books both in the USA and international. 14 • July 2012 - o Pam Price,Travel Columnist, Malibu Times Newspaper o Adam Huck, Daily Telegraph, Abercrombie & Kent UK • August 2012 - o Toshiya Kiskuchi - Globetrotter Guide Book, coordinated with Greg Eckhart,Travel Oregon Global Sales -Asia o Charlie Guo and Kevin Chen - South Korea, JoongAng Ilbo, OR/CA/WATravel Guidebook. • September 2012 - o Trails To Feast, Travel Oregon promotion, enter to win trip around Oregon. Ashland partners provided: farm tour, Iunch,Winchester Inn dinner and OSF play o Cycle Oregon staff, hosted writers, media and representatives. • November 2012 - o Allen Cox, Editor in Chief and Dave Peterson, Publisher NW Travel magazine, featuring Ashland Culinary Festival (produced by Ashland VCB) • February 2013 - o Travel Oregon Annual Fall PR Tour -hosted site visits to local culinary and lodging establishments including Belle Fiore • March 2013 - o Mary Kate O'Flanagan, Sunday Business Post, Dublin Ireland • April 2013 - o Coco Shi,Account Manager of Hung & Kit Travel, Travel Oregon's services in Shanghai for Outbound Chinese Travel Industry • May 2013 - o Peter Robinson, San Francisco Travel Writer and Editor • June 2013 - o Roy Stevenson, Travel Writer and Blogger focusing on lodges in the mountain. Site tour of local lodges, Mt.Ashland • July 2013 - o Martin Coutts, Sunday UK Times Press Trip and Oregon FAM • September 2013 - o Amon Focus, Brand USA Travel Associate traveling with Travel Oregon Outreach - Groups, Tours and Conventions Ashland annually welcomes different sizes and types of groups, associations, school and youth groups and travel industry representatives. Many religious groups and alumni associations annually convene in Ashland.Ashland ChamberVCB assists in welcoming the groups and supporting our partners through a variety of ways. Some of our lodging establishments and those who cater to group business continue to see an increase in 2013 in alumni and medical associations returning after 5+ years. Looking ahead: Tourism as we currently know it will be changing and expanding with the re-opening and renovation of Ashland Hills Hotel and Suites Convention Center. Scheduled for opening in early 2015, anticipation and plans have been set as to how we will attract, grow and service large conventions and groups once again in Ashland. The role of the Ashland VCB is to assist the private sector, local organizations and businesses in convention and meetings with solicitation and support for group and 15 convention business. Provide support for welcoming and servicing the groups while in Ashland. This includes outreach, solicitation and service whether prior to, during or following up after their time here. For each convention attendee, there is an opportunity for the Ashland VCB to invite them back to experience Ashland as a leisure traveler. Groups and Tours: • September 2012 - o Cycle Oregon - Celebrating the 25th anniversary, Ashland was one of the eight cities on the 500 mile, 10 day statewide bike tour. Ashland welcomed 2200 cyclists and collectively over 4000 folks affiliated with this event in September of 2012. They were invited back by entering a raffle to win an Ashland getaway. • April 2013 - o Bank Travel Club Dinner -hosted by Ashland VCB,Travel Oregon and Ashland Springs Hotel. Group of 25. Organized through Cruises and Worldwide Tours. • May2013- o Patty's Tours - Katharine/Ashland VCB provided Step On Guide welcome and information on their tour bus in Lithia Park. Group of 44 traveling from Reno to Bellingham. Many had been to Ashland prior and were looking to book their next visit. • June 2013 - o International Visitors Program of World Affairs Council of Oregon Partners and VCB hosted a group of 16 from Africa in Ashland. • July 2013 - o Puget Sound Antique Airplane Club -Northwest Air Tour - 33 planes and 65 people landed at Ashland Airport. Provided Ashland information and welcomed by Ashland VCB • August 2013 - o Air New Zealand -Tour operators researching Ashland and statewide o Lazy KTours - from Nevada touring Ashland o Erickson Air-Crane Suppliers Conference, group of 80. Built and provided welcome packets, inviting them to return • Cooperatively, Oregon Shakespeare Festival, SOYA and the Ashland VCB are working together to sell Ashland's brand as a consistent message to new groups interested in visiting. Outreach - Trade shows The decision to participate in certain trade shows is driven by reaching our target audience whether with the region or as a standalone destination. The Ashland VCB participates in many trade shows around the west coast by either attending, providing In &AboutVisitor Guides or providing information as part of an itinerary that is sold at the show. For instance with shows in Northern California such as the Sunset trade show, there is a suggested map with attractions and points of interest that drives tour operators to plan their trips and sell them to their groups.Through Ashland VCB's partnerships with SOVA (Southern Oregon Visitors Association) , Mt.Ashland and Rogue 5 Media, theAshlandVCB is able to have a presence at other trade shows by advertising or paying a separate fee to have our brochures and donated products showcased. The Ashland VCB has a consistent presence at: • Bay Area Trade Show in Sacramento, CA • Sunset Trade Show in Menlo Park, CA • Portland Ski Show, Portland 16 • Golf Shows in Oregon, Nevada and California • Canada Sales Mission-VCB's meet with tour operators and travel planners. • Preview: Consideration to attend NTA (National Tour Association) for 2015 Partnerships Goal: To maximize the exposure for Ashland through strong cooperative efforts by sharing the message of the brand with partners while responding to needs of the industry and fostering the growth of industry relations locally, regionally and statewide. Regional Relationships and Memberships Oregon Tourism Commission dba.Travel Oregon (Statewide tourism) February 2013 - hosted Travel Oregon's Strategic Listening Session in Ashland with local leaders and tourism industry as they researched each region of the state in terms of challenges and successes within the tourism industry analyzing tourism readiness, of which Ashland shined. SOYA- Southern Oregon Visitors Association Current Board Member: Katharine Flanagan, Ashland VCB Director Membership provides opportunities for exposure at trade shows that market directly to tour operators and group coordinators. Examples are the GoWest Summit, Canada Sales Mission and POWWOW International. Many times this results in creating itineraries and welcoming them to Ashland to experience the town while researching the amenities for their group. ORLA- Oregon Restaurant & Lodging Association (now combined) SOHO (formerly SKAL) - International Tourism Group OACVB- Oregon Association of Convention &Visitor Bureau's Oregon Film and Television Office OTIC- Oregon Tourism Information Council NTA- National Tour Association IFWTW - International Food & Wine Travel Writers BATW - Bay Area Travel Writers THRIVE - The Rogue Valley Initiative for aVital Economy SOFaT - Southern Oregon Film and Television Cooperatively, the Ashland ChamberVisitor & Convention Bureau works with many local organizations beyond the Chamber membership to assist in promoting Ashland including Ashland Independent Film Festival, Ashland Bed & Breakfast Network,Ashland Lodging Association, Ashland Gallery Association, Rogue Valley Farmers and Growers, Southern Oregon Winery Association and regional winery associations. Looking ahead at Partnerships: • Promoting the Ashland Rotary Ice Rink during the winter of 2013/2014 has proved successful by showcasing one of Ashland's assets during a time when a low snow year has prevented Mt.Ashland Ski Area from opening. The Ice Rink, with its new cover, has had a successful year to date while providing an off-season amenity for locals and visitors. 17 • The Railroad District Association and Sue Springer approached the Ashland Chamber/ VCB in 2012 asking for guidance as to how the organization can continue moving forward.With Railroad District Association membership consent, the Railroad District Association has decided to dissolve and has asked of the Ashland Chamber/VCB to continue creating and printing the Self Guided Walking Tour map of the Railroad District, continuing to promote the history, amenities and businesses within the district. • Ashland's designation as the Top #2 Town to Live and Work as a MovieMaker (January 30th, 2013) showcases the strength of partnerships including Ashland Chamber/VCB , Southern Oregon Film and Television, Ashland Independent Film Festival and support from SOU and the City of Ashland. Combining the power of Ashland's tourism and draw with strong economic development. • NEW partner - Klamath Bird Observatory is creating the first ever Mountain Bird Festival May3 I st and June I st of 2014. This is an example of the growth of partnerships in promoting to a targeted audience of birders who have expendable income and cultural interests. Ashland Chamber/VCB is one of the sponsors. Tools Goal: TheAshland Chamber/VCB uses the tools below to effectively implement, showcase and communicate the message of the Ashland brand set forth by the Ashland VCB and partners, year-round to visitors. Founded in analysis, our strategy is set by determining the current behavior, needs and trends of our visitor base and responding to that with timely and relevant messaging through a variety of mediums and channels. Our tools include research, analysis, brand style guide, website, publications, video, image library, databases and lead generation, City Directory Board, identity pieces, volunteers and the Plaza Info booth. Tools - Research and Analysis of Visitor and Lodging Industries In 2008, it was determined that the Tourism and Recreation Cluster, so important to Ashland's economic base, needed extensive research and analysis to better understand the strengths and inherent challenges. In addition to planning for aTourism BR&E survey, it was decided from conversations with the City Council and staff that a thorough analysis was required of the tourism sector. First, the analysis of the base of tourism would be conducted by independent research and second, a study of the visitor profile would be conducted. These studies continued through 2009 - 2010 and findings were included in the 2009 - 2010 City Report issued January 2010. In the 2010-2011 Fiscal Year, there was an additional lodging survey and analysis conducted by Rebecca Reid, Independent Research consultant and presented to the Visitor & Convention Bureau in May of 2011. One conclusion from this most recent study shows there is an inherent value in Ashland's downtown. Visitors value the downtown lodging and proximity to our amenities. This underscores the importance of the commitment and investment to keep our downtown's physical structure and ambiance vibrant, beautiful and welcoming. We anticipate further studies on the lodging and visitor sector over the next year to update and analyze current trends, behavior and growth with the recovering tourism economy which has been seen through the strength of the fall and holidays with increased revenue. 18 Tools - new Brand Style Guide One of the goals of refreshing the Ashland brand was to create consistency in the look and feel of our advertising.The Brand Style Guide is an internal graphic design guide that provides a framework with our new brand as to how to implement the logo, tagline, positioning, color pallette, orientation, specified fonts and execution guidelines of brand. The result of using this guide can been seen in the Advertising examples Addendum B on Page 26. Tools -Website www.ashlandchamber.com 2013 Website Performance and Statistics: 0 120,000 unique visitors on the site - 15% up from 2012 0 73% of visitors to site are unique (total 165,000 total annual) o Average time on site: 2:34 minutes o Average pages per view: 3.37 0 555,525 total page views 0 73% of traffic is from search engines o `Ashland Oregon' is the number one search term o Direct traffic is up 5% from 2012 Website Ad Performance - average of all ad spaces sold on our site: o Performance of ads increase with strong Call to Action and engaging message o Average Impressions: 60,000 o Average Clicks: 1,200 o Average CTR: 2% (Industry average is 2%) Effectiveness: One of the most effective tools we have to market the Ashland brand is our website. Demand for print is strong and continues to grow. While visitors find information online they still desire to be inspired by our print publications using both. Upon the release of the refreshed brand, we implemented the look and feel of it throughout our website with intentional white space, the leaf shapes, color and fonts. Local and Visitor web traffic: Our site remains a strong resource for visitor traffic with the lodging section of the site remaining one of the most visited sections. Upon the re-launch in February of 2011, we set out with three goals. The first goal was to increase local traffic and we continue to grow our local following what has increased by 53%. Member Directory: By enhancing each Member page to house video, photos and multiple links, our Member Directory is one of the most visited sections of our site with over 70,000 visits in that section alone. Events: We have enabled our events to live throughout the year with photo galleries, videos and a more interactive presence to assist visitors in making their travel plans. Social Media: By investing time, current information and content into Facebook, the Ashland Chamber now has over 900 fans all over the country and has increased traffic to our site from Facebook by 10%. It is also the #I direct referring site to our site. Tools -The third goal was to enhance the user experience and create useful tools for our members and site users. • NEWS tool: Increased traffic by sharing current NEWS for members that posts on our site, links to subscribers and also posts on Ashland Chamber's Facebook page. 19 • Calendar: Open to members and annual community events, the Calendar is the 2nd most visited part of our site. Members can post their own events. The expanded calendar drives more local, community and visitor traffic. More interaction.Visitors rely on this calendar and check it before their visit to find out what is happening and either choose Ashland as their destination or extend their visit based on the calendar events. • Mobile Capacity: Increased the capacity of our site to be viewed on a mobile device.This effort increased mobile visitors by 157%! 15% of all site visitors are now using mobile devices. • Mobile Site Launched - the mobile version of our site was launched successfully for both (phone and Android users. We look forward to expanding our capacity to reach more mobile users, providing them the information they seek and where they look to find it. Tools - Publications In & About Visitor's Guide Our premier visitor's guide, that publishes prior to Memorial day each year, In & About is an effective tool for marketing tourism with a distribution of 60,000 ASHLAND that is designed all in house. It is mailed as a response piece to all online 2013-2014 and phone inquiries and provided to all walk-in inquiries. It is annually Discover aysar-roundparadi_e. distributed at Portland International Airport, all Oregon State Welcome VdelcometoAshland. Centers and Chambers/Visitor Bureaus and many trade shows including Bay Area Trade Show, Sunset, Portland Bike and Ski shows, POW WOW an international trade show and many more. It is also distributed to all groups visiting Ashland and advertisers in addition to realtors and anyone ASHLAND locally that can use it to help showcase Ashland. The Plaza Booth which the Chamber oversees and Chamber offices reach a combined 135,000 visitors annually, most of which receive the Guide. Showcasing the events, food, lodging, shopping, fine arts, museums, maps, entertainment and outdoor recreation that Ashland offers, it is a complete picture of what the Ashland experience can provide. We have seen demand increase for this publication both through receiving individual requests as well as increasing the distribution points.The publication has grown in number of pages and new advertisers over the past two years. Tools Implemented: - • Culinary, Cultural and Outdoor adventures - themed • Sample itineraries for kids, day trips, Mondays in Ashland and our pillars • Annual Calendar to assist in visitor planning and year round promotion • Travel maps, transportation and locators to assist visitors in getting here. • Driving traffic to our website - each page lists our website address encouraging visitors to pursue information online. • The Guide was refreshed with the new brand to showcase Ashland, as you like it. 20 Living & Doing Business Guide i The Living & Doing Business Guide is the primary economic 1 development marketing print piece for Ashland. The purpose of this annual publication is to provide accurate and substantive information on the Ashland community to help guide decisions for local business development and relocation for prospective businesses and residents. It is also utilized locally as a current community profile piece. Significant work is done annually by staff and committee to showcase the depth of our community r including quality of life descriptions, community values, visitor amenities, demographic and economic data all done in a visually pleasing graphic format. Many visitors use this publication to consider converting to residents of Ashland. Awards: National recognition: July 2009 Grand Award for Communications Excellence given by ACCE (American Chamber of Commerce Executives) - the premier national organization for Chamber Executives.This is the highest award that can be given in the nation for Chamber publications competing with some of the largest cities in the country. Content: Each year, this publication is revised to reflect the current 700+ Chamber membership, efforts and themes surrounding Ashland and its businesses. The Guide is annually critiqued by the ESC committee with staff to create the most dynamic and reflective publication of Ashland's values and assets. Each year, new photography and editorial showcase Ashland. Staff works with photographers and partners to ensure beautiful, current and correct information. Growth in Demand and Distribution:We have seen an increase in the demand for this publication from individual requests to increased needs from local realtors and a recovering economy. We have diversified and increased the number of distribution points to grow the readership. It is used in recruitment and distributed at Asante Ashland Community Hospital, Providence Medford Medical Center, Asante, Southern Oregon University and the City of Ashland. Local businesses regularly use the data in this publication to assist in their planning. Tools -Video: We use video to tell the story of Ashland whether through :30 or :60 second commercials, 2 minute promotional videos of events and campaigns. In 2012, we created a new video promoting the chefs, local wines and produce found at the Ashland Culinary Festival. This video is promoted through Vimeo,You Tube, on our site and is used in Email marketing promoting the event to attendees and industry.This helps to enable the presence of the event to live year round on our site and provide insight into the "magic" created at each event.We also created a new video for Festival of Light called, Santa Speaks, an inside look into Santa's perspective on why he loves Ashland and has returned to be a part of the Festival of Light celebration for twenty-one years.This video lives on our site. A second edited version was created for an event commercial in 2013 and aired on KDRV Channel 12. 21 We are creating new footage of content related to our marketing pillars in the outdoor, culinary and cultural realms. We continue to produce video footage that is aired on our site to showcase events, the community and promotions.We are also able to use our established library of HD video of scenic footage, such as Lithia Park, the downtown, Southern Oregon University, the airport, attractions such as the golf course, lakes, rivers, and mountains.Video is an effective tool to tell the story of Ashland to our targeted markets. On our website, you can find interviews with community leaders and business owners representing various business clusters such as manufacturing, health care, secondary education, higher education, technology, tourism, organic farming, and wineries. These are people who have created their business in Ashland, those who had moved their business to Ashland and community leaders who speak to our economic base and quality of life. Tools - Image Library To market Ashland as the sophisticated destination that it is, it is necessary to always be refreshing and adding new images to our library each year. The Ashland VCB works with both new and established photographers to consistently expand the image library. Fresh images and graphics are needed for our annual publications, promotions and keeping our website vibrant and seasonally driven. In addition, there is a steady stream of requests from travel writers, local non-profits and small grantees that need high quality photos to include in their articles and coverage of Ashland. The Ashland VCB serves as a clearinghouse and a connector to those skilled photographers who capture the essence of the beauty of Ashland. We are constantly expanding the image library to support the promotion of our culinary, cultural and outdoor pillars. By implementing the newly refreshed brand, we are using our images within a leaf shape template of our style guide which focuses the image on the close up subject or moment. Tools - Databases and Lead Generation/R01 By generating the leads through our measurable and affective advertising, we have grown and diversified our databases to include visitors who want to receive ongoing update, event attendees, members, workshop participants and many enter to win entries who we have converted into becoming part of our fan base.With each lead we generate, we send an In &AboutVisitor Guide to that individual via first class mail that same day. Tools - City Directory Board The City Directory Board is the three panel board in front of the Chamber office that gets daily exposure from foot traffic of our visitors and locals. We incorporated the new brand into these panels showcasing the new taglines and messaging, a new city map and event promotions. We also now update this each season to reflect the current events and timely messaging. Advertisers on this board see results from their messaging in their ads showcased on these panels. Tools - Identity Pieces showcase refreshed Brand Following the effort of consistency in our brand and messaging, we incorporated the new brand throughout our identity pieces and correspondence materials to coincide with the newly refreshed Visitor Guide and website. For a brand to be successful the local community must embrace the message and look, as Ashland and the visitor industry has done since its inception. 22 Tools -Volunteers & Plaza Information Booth As a non-profit, the Chamber &VCB rely on our volunteer base to serve as the front line to visitors and locals. The Plaza Booth is staffed by over 121 community volunteers and operates May through October, serving over 25,000 visitors annually. Each day the Chamber & VCB office is open, there are one to two volunteers who answer phones, walk- ins with questions and handle a variety of information to support the staff and mission. Ongoing training and appreciation is necessary for the volunteers, which we conduct through a training each May to kick off the summer season by providing them updated information from local partners and attractions, relevant to visitors. We provide a volunteer appreciation tea at the conclusion of each summer season that enables volunteers to socialize and build the camaraderie that enables them to put forth the positive and welcoming energy they do. Fulfillment Goal: The Ashland ChamberNCB staff is made up of six individuals who work very hard to deliver the Ashland message and respond to all visitor and relocation needs on a daily basis. Serving as Ashland's welcome center to all visitors, everyday, year-round, we offer free information services and provide professional and knowledgeable service while operating our office, the Plaza Information booth, maintaining our equipment, tools and conducting daily operations to serve over 300,000 visitors annually. Our staff provides a warm welcome to all questions whether received via phone, email or walk-ins. Fulfillment - Printing Ashland Chamber'sVCB is able to print the majority of all materials in house which saves time, money and keeps the look authentic to the brand. Producing these materials in addition to the graphic design and coordination is a significant part of promoting tourism that takes staff time, talent and effort. For every event and promotion the Ashland VCB produces, there is a repertoire of printed materials that must happen. This includes brochures, signage, monthly calendars, advertising and rack cards. For example, with Ashland Restaurant Preview Week, there are packets provided to each participating restaurant, registration forms, flyers and posters distributed along with enter to win forms and gift certificates to be won. In conserving energy where possible, we also use electronic versions of these printed materials to communicate the message where appropriate and effective. Fulfillment - Postage With successful lead generation and ROI comes fulfillment of those requests. Postage is necessary to enable our office to respond to all inquiries received in the Chamber &VCB that originate from emails, walk-ins, phone calls and referrals. We maintain a high level of professionalism and customer service by corresponding via first-class mail to each inquiry and mailing them either a Living & Doing Business Guide or an In &About Guide. This personal touch of a hand addressed envelope and timely receipt of information introduces a potential visitor to the experience Ashland provides and begins a relationship that can last for years. Postage supports communication to our members, the mailing of the monthly newsletter, invitations to events and daily operations of member and visitor correspondence. Media kits and correspondence to travel writers and our brochure distribution model are also supported through postage as a cost of doing business. 23 Addendum A: 2012/2013 Budget 0M~MOrN M 0 0 M M 0 - M - 0MOr*-vLnN000NCO V 0It 0Il- OMN rW(OOO LO CO LO MCMONMMrLOLO CD OM0 0 M cc (D M O O 00 N r (D M Ln Ln N M M 00 N (O r N OD N Ln O r (O r ti 00 r 0 Lo U) CO CO M N O C P C M L` N V M M M '7 ti O ti M N M N O LO CO O r (D r O N r O N r M M r N r N e- 00 r ~ ti R 3 r J Q Q 0 L n O O L f) O O O O O O O O O O O O O O O O O O O O O O O O O O 0 0 0 v 0 0 0 O O O O O 0000000000000000 Q M 000000 Ln0000 0000000 V Ln00000(OO W r'- w v w O N O co CC) Ln N O (O LM 0 r- 0 qT M 0 0 P- OW M Z MNMNM 1- rLnN N M NrON r M ti N r r r ti v m ~ 7 vm MIS V Orr Ln(OL0M (ONLnODMCOOI~I~NIn ON 00 M qt 0 M 0 M co r 00 r In ~1-~ r O M r r 0 O N O M M 00 00co qT000) Nr ~M MNrOOrMOr00 C) 00 O 00(OOLnN 04 00 Lf)04 covLoMNL- MrMNM 6 f~0 N- 04 O Cr) M CD r M r r ti r M 00 r r N r N R 3 r a 000000 00000 00000000000 000 0 000000 OOOOO 00000000000 Ooo 000000 LnOOOO Oo00oovLn000 o(00 C0 v co O N O r c0 O N O O V V N O ti N N M N CO O co O W m +r N M CM I r N N r r N r M ~ V m LD Lo r O M r N M M L- O V A Il- M 0 0 0 O r Lf) O O Lo O Ln M r r O N ao r Ln LC) N M co co M M O O O M Ln LnOOOMOOMLiq (q ti L ti v N (D M O O d M O ti 0 (O N M N M r r M Lo N M r r m N 0 r Cl) t0 c 3 O v r a c H e Lo Ln O O O O 0000000000000 O O z o Lo It O O O O 0000000000000 O M O O O O O 0 0 0 C C 0 0 0 0 0 0 0 0 O y ti o ao Lfi Lo CD W M v- O o ti (o 0o M v- 00 M r O M r Lo N M O r r O a) N M M > } = a V ~ U) = Q V ~ m O M N d p O ` E N d a) Y > EUv) m j o p a) -i O m rn 0 U) CC C) 2 o L) 0 Ln~ m 3 W C C W a)~(nfnLL U) O~ CL C C7 ai m m 4) o N 0) c L) ~ M U) t m a M (1) 7 7 N L y c M N c c U «a) ~ d K 3> W e p a) c c m a) a) a 2~ c L) a) (p 9) N c !0 ' m CL a: c 0 a Y c cL Y a) m W d c Q L N d L L c O N Co O Lp Y . Q: c x 0 U dQ ~•N j a>i~ Lnpmp2U~ m a) > o cm a(a ca o QW 3 O. C Lu C e0i R U) O U) Ln (D S LT i0 U c N cn O U W i L _ c o m c o 0 c c a) l~ O a) c z o c o o = a) o m c a) D) o c o c a) m Q o m a) v) ~o m .r 4) E > r- L Q .c L> > O "O Q O a) a) 'v) O O N C O c m U 3 N V •U a) F a+ -6 .2 Q~W ~U~Q(q~0 W~J~mawt-§pa=aQwa00~»O z 24 Addendum B: Advertising Samples PPP- Discover i year-round outdoor paradse. Welcome to Outdoorland. a=_hlai 1cF,mbercom n*- too, ASHLAND 7th annual Ashland Culinary Festival ASHLAND November 8th - IOth, 2013 w. SyscoCompeting Chefs - • Dawn Strickmeyer I Black Sheep Pub & Restaurant • Dustin Farley I Larks Home Kitchen Cuisine • James Williams I Omar 's Fresh Seafood and Sneaks Stefano Cipollone I Avalon Bar & Grill • MaggieTrujillo I Caldem Brewery and Re,nuant Anna Hogan I Safame • Dale Fowler I Regency Grill Billy Buscher I Alchemy Restaurant Top Chef2012 Delimits ids title Fri., Nov. 6th: Sat., Nov. 9th: San., Nov. 10th: Culinary Kickoff Culinary Workshops 10.11:30am Culinary Workshops 10-11:30am 5-6:30pm Chef Competition 12-5pm Best Dessert Competition 12:30-2pm Food demos, appetizers, All 8 Chefs Compete Final Round Chef Competition 3pm samplings & entertainment 4 advance to final round Final 4 Chefs Compete Buy your tickets today: AshlandChamberxom Find your Holiday Spirit in Ashland's Season of Celebration Ashland's Restaurant Preview Week www.ashiandchambei-.com February 2nd - 8th / 1, 2 or 3 Course Specials, Brewers Dinner and Enter to Win a night out! 414 ASHLAND as you like it i .a ASHLAND as, yon' i:L'n'e it ash la ndchamber.com/food2014 7i 1, Ashland Culinary Festival ciiC to ASHLAND November 81- 10th Order P e'aJ er by ^sh;;ed Vi i or d tur:re ~ b,;rc Wickets! 25 Appendix A Chamber of Commerce Board of Directors 2012-2013 Alex Amarotico Standing Stone Brewing Company Lisa Beam Pasta Piatti / Sesame Asian Kitchen Cindy Bernard Rogue Valley Roasting Co. Marie Donovan Ashland Homes Real Estate Mary Gardiner Southern Oregon University Livia Genise Camelot Theatre Co., Drew Gibbs Winchester Inn, Restaurant &Wine Bar Annie Hoy Ashland Food Cooperative Nancy Morgan Yala Meiwen Richards People's Bank Jim Teece Project A *Resigning Board Member - Mark Marchetti (March 2013) *Deceased Board Members - Sarah Cribb Qanuary 2013) 26