This document discusses how rural tourism businesses can work with their regional destination marketing organization (RDMO). It provides an overview of the programs and services an RDMO may offer, including destination advertising, visitor guides, public relations, special events, and web/social media support. The document also outlines how the Central Oregon RDMO allocates its budget and partners with the state tourism office to promote the region domestically and internationally.

1. RURAL TOURISM STUDIO
Regional Destination Marketing Organization
January 29, 2013

2. HOW to WORK WITH YOUR
REGIONAL DESTINATION
MARKETING ORGANIZATION (RDMO)
• What is an RDMO vs. DMO? How are they different from a Chamber of
Commerce?
• Does the RDMO understand the needs of the River Canyon Country?
What programs might a RDMO offer my business?
• Destination Advertising, Promotion & Sales
• The state tourism liaison for increased, leveraged exposure
• Welcome Center – Visitor Information Center
• Membership or Non-Member Organization
• Visitor Guide – collateral fulfillment and distribution
• Public Relations – Local, Regional and International
• Special Events – Charitable partnerships
• Web Site – Digital Marketing
• Groups / Meetings & Conventions – Sporting Events
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3. COMMUNICATION IS KEY
WITH YOUR DMO/RDMO
• What are the economic drivers in your community and how does the RCC market fit in the tourism,
economic and business landscape?
• Central Oregon case studies: Tourism, Medical, Wood Products, High Tech, Entrepreneurialism
• Tourism employs more than 7,200 Central Oregon residents and is the single largest employer
in the region.
• Central Oregon has more than 6665 lodging unit rentals in the Tri-County marketplace. Hotel,
vacation homes, lodging rental units in the region are a vital component of tourism landscape.
• Visitors to Central Oregon generate nearly $8 million annually in Transient Lodging Tax. TLT is
most often used for General Fund obligations of cities and counties, such as police, fire and
transportation. While TLT allocations vary from community to community, in Deschutes
County approximately 27% of the TLT is reinvested in tourism marketing and visitor services.
• Central Oregon is a year-round destination, however, more than two-thirds of the TLT is
generated between the months June – September.
• Destination tourism promotion helps grow and diversify new business development throughout the
region by introducing the quality of life in Central Oregon to visitors. The majority of new business
starts are a result of people who first discovered Central Oregon while on vacation.

4. IMAGE ADVERTISING & PROMOTION
How does your RDMO allocate budget Resources? Is the emphasis on Visitor Center, Customer
Relations, Advertising/Marketing or Sales? What resources are most valuable for your business?
Nearly 80% of COVA’s $1.8 million annual budget is spent directly on Advertising, Marketing and Public
Relations and sales programs to position Central Oregon as a visitor destination. COVA’s funds are
primarily invested in highly targeted programs throughout California, Washington and Oregon and are
designed to drive multi-night, destination visits. All programs are tracked for accountability and Return
On Investment.
COVA’s 2012 “What’s Your Central Oregon” campaign includes :30 and :60 television commercials; two,
half-hour travel destination programs; Interactive & Online geotargeted marketing and a robust print
campaign through the west. COVA will invest nearly $700,000 in paid advertising and our private
partners leverage our paid schedule by more than two to one.
COVA’s funding of the PBS “Getting Away Together” destination series was a strategic Marketing Co-op
led by the VRMA’s in Sunriver, Oregon. The GAT opportunity was a vital and highly successful example of
a leveraged marketing and public relations investment.
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5. WEB & SOCIAL MEDIA CHANNELS
• The VisitCentralOregon.com website serves as a vacation planning
tool for potential visitors while promoting member businesses
through these features:
• Searchable member business listings with images, lists of
amenities, hyperlinks to business website and social media
pages, phone number, address and map location.
• An online Event Calendar searchable by date or category
with an event submission form from which all members and
regional partners can directly publish their events.
• Planned feature: an interactive regional map providing
users with visual information on the region’s Communities,
Cultural By-Way, Scenic Bikeways, Golf Courses and Points
of Interest throughout Central Oregon.
• Key social media channels such as Facebook, Twitter and
YouTube are used to build awareness of Central Oregon among
travelers and to foster relationships with repeat visitors.
• COVA promotes member news, special events and social
media pages to encourage visitor interaction and to inspire
travel to the region.
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6. OFFICIAL VISITORS GUIDE
AND DMO MEMBERSHIP OPPORTUNITIES
• COVA membership base of more than 500 businesses
• Provides industry networking and communications
• Provides cooperative marketing opportunities
• Provides industry education and training support
• Member dues generate 10% of COVA’s annual budget
• COVA produces the Official Central Oregon Visitors Guide
• Distribution:
• Portland International Airport (PDX)
• Redmond Airport (RDM)
• ‘Travel Oregon Regional Pack’ Program
• International bulk mailing
• AAA offices statewide
• Partner DMO’s / Chambers of Commerce
• In-Room at premier lodging properties in Central Oregon
• Media and Meeting Planner Press kits
• Industry and Consumer Travel Shows and Sales Missions
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7. WELCOME CENTER
The Central Oregon Visitors Association is professionally staffed in two convenient locations to answer
any questions regarding our expansive and diverse region. The COVA Welcome Center and Ticket Mill
Kiosk in Bend’s Old Mill District serves an average of 2,200+ visitors each month.
The Central Oregon
Welcome Center and Ticket Mill Information & Services: Visitor Information and
Welcome Center
• Regional Member Brochures
• State – Travel Oregon Visitor Guide
• Regional Visitor Guides (Chambers)
• Winter & Summer Recreation Maps
• Free Regional Road Maps
• Vacation Planning
• Relocation Assistance
• Lodging Assistance for families
• Housing Bureau for Region-wide Events
• Region Wide Event Listings & Digital Calendar
Welcome Center and Ticket Mill Services includes:
• State, Snow Park & NW Forest Pass Permits
• Hiking & Biking Maps/Books
• Old Mill & Bend, Sisters Downtown Gift Certificates
• Central Oregon Artists
• Silipints, Old Mill Posters & Pint Glasses
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8. PUBLIC RELATIONS
In 2013, COVA’s Public Relations and Communications programs will generate more than $3.5 Million in
earned media coverage domestically and internationally. Central Oregon will be featured on television,
in print (magazine and newspaper), online/digital messaging and via radio broadcast.
Central Oregon’s RDMO manages our Public Relations programs with a budget of less than $50,000
annually.

9. INTERNATIONAL MARKETING
INTERNATIONAL MARKETING / PARTNERSHIPS ARE KEY TO OUR SUCCESS:
• International Marketing for Central Oregon could not be accomplished without our
partnership with Travel Oregon, which heavily leverages the Regional DMO investment.
• Funding for Central Oregon’s International sales and marketing efforts is derived from the
Travel Oregon Regional Cooperative Marketing Program (RCMP) fund.
INTERNATIONAL TRAVELERS:
• Receive an average of 6 – 8 weeks paid annually
• Spend more per vacation than domestic visitors
• Book further in advance and are less influenced by seasonal short-term market fluctuations
INTERNATIONAL FAMILIARIZATION (FAM)/ RESEARCH TRIPS (# guests): Travel Trade Media
2011 43 29
2012 61 35
$497,838 Total Value International Media Impressions for FY 2011-12 (Source Travel Oregon clippings report.)
INTERNATIONAL VISITOR COMPARISON #’s 2010-11 Fiscal Year Total 419
2011-12 Fiscal Year Total 542 Up 29.36%
July – Dec 2011 399
2012-13 FYTD July – Dec 2012 437 Up 9.52%
Strongest International Inbound: July – Dec 2011: 160
July – Dec 2012: 230 Up 43.75%
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10. REGIONAL COOPERATIVE MARKETING
PROGRAM (RCMP)
REGIONAL, STATE & NATIONAL LEADERSHIP FOR CENTRAL OREGON
• COVA is the Travel Oregon appointed RDMO for the Central Oregon region comprised of
Deschutes, Crook, Jefferson and South Wasco counties.
• Travel Oregon RCMP fund can award up to 15% of the 1% room taxes generated in
Central Oregon for regional marketing
• RCMP funds are required to be dedicated to out-of-state or international marketing
efforts to drive overnight visitation
• RCMP Stakeholders Committee is comprised of the Destination Marketing Organization
Central Oregon Lodging Advisory Group (COLAG) and includes:
Bend Chamber • Visit Bend • Redmond Chamber & CVB • Madras Chamber
Prineville Chamber • Sunriver Chamber • La Pine Chamber • Crooked River Ranch Chamber
Maupin Chamber • Sisters Chamber • Brasada Ranch • Eagle Crest Resort • Riverhouse Resort
Seventh Mountain Resort • Sunriver Resort •Black Butte Ranch Resort • Deschutes Expo Center

11. SPECIAL EVENTS
The Central Oregon Visitors Association partners with the community to identify, develop and support
headline shoulder-season events to strengthen Central Oregon as a destination during non-peak travel
periods.
Case Study: The Pacific Amateur Golf Classic-The PacAm is the second largest event of its kind in
the U.S., with attendance of more than 1,250 visitors comprised of Participants, friends/family,
Sponsors and Media. The PacAm is entirely produced and managed by COVA.
• $2.52 Million in direct economic impacts in Central Oregon
• $150,000+ donated to Boys & Girls Clubs of Central Oregon in 16-year PacAm history
• 98% of participants stated they are “very” or “somewhat” likely to return in 2013.
98% will recommend the event to a friend.
• 78% of participants stayed 6 or more nights. 9% stayed 9 or more nights in Central Oregon.
• 99% of participants would consider Central Oregon when making
future vacation plans.
• Media exposure for the region is in excess of $500,000.
• Publications: Golf Digest, Golf World, GolfWeek, Inside Golf, Golf Northwest,
Pacific NW Golfer, NCGA, SCGA, Executive Golfer and Golf Today
• 17th Annual PacAm: September 21-26, 2013
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12. GROUPS / MEETINGS & CONVENTIONS
POSITION YOUR DESTINATION FOR MEETINGS / GROUP BUSINESS
Meetings and Conventions and the Lodging and Recreation market:
• Family Reunions
• Weddings
• Corporate Incentive Travel
• Team / Sport Events
• RDMO support for group bookings with lodging partners
• COVA operates as the Housing Bureau for region-wide conventions
• Official Central Oregon Visitors Guide: Meetings Section
• Dedicated budget for Group sales and Marketing
• Dedicated Group/Meetings pages on the RDMO web site
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13. Get to Know Your RDMO
and our Partner Opportunity Programs
We exist to work FOR you and WITH you!
THANK YOU!
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