Area
tourist industry rebounds: recreational activities lead the list
of high visitor volume
Mail Tribune
Medford, Oregon
September 10, 1997
By PAUL MACOMBER
Tourism activity in Jackson County is showing signs of
improvement after holding steady for several years.
Visitor industries are reporting gains of 5 to 13 percent from
last summer's activity, says Patti Bills, director of the
Medford Visitors & Convention Bureau.
The strongest increases were in outdoor activities, which
improved substantially from a mid-year survey that was dampened
by a cool June.
Jet boats are among the businesses reporting improved business
since June, Bills said.
Despite an increase in the entry fee, Crater Lake National Park
reported 9 percent more visitors than last year. Mike Romick,
marketing manager for the park, also said the Oregon Caves
attendance increased by 3 to 5 percent and concession sales
increased.
Valley of the Rogue Park's use is up 13 percent so far this
year, said Jim Hutton, assistant manager.
Visitors spent $171 million in Jackson County last year,
according to the Oregon Economic Development Department.
"From about 1980, we were averaging an 8 or 9 percent increase
in tourism each year," Bills said.
"It went stale about the same time the California market went
bad. The California economy is a major influence."
Ashland has prospered this summer on a strong bill at the Oregon
Shakespeare Festival. The downtown visitor center reported a 32
percent gain in visitors and the Siskiyou Visitor Center -- with
improved signs and rest rooms -- drew 80 percent more people.
As of Sunday, the Oregon Shakespeare Festival had sold 95
percent of its capacity, said Amy Cuddy, director of
communications.
"People responded very well to the choice of plays," she said.
"`King Lear,' which ran all year, is a favorite, and there were
other well-known productions such as `Death of a Salesman' on
the bill. There weren't any bad ones in the bill.
"There was also some excitement because this was the first
season with Libby Appel as artistic director," she added. "She
inherited last year's program."
Big-name entertainers at Britt Festivals contributed to record
attendance at the Jacksonville attraction.
"Last year we had 60,283 and this year we will be well over
61,000," said Carolyn Strayer, marketing assistant.
Elsewhere in Jacksonville, the visitor count and restaurant
business improved from last year, but other spending declined,
Bills said.
Motels, particularly the high-end properties, reported increases
in business.
"Generally speaking, the Motel 6-type businesses -- the
moderately priced ones on the freeway interchange -- are 98
percent full in the summer season," she said. "People are
looking for value. The people who are coming here are looking
for a nice car drive, not a trip to Tahiti."
The outlook for fall depends on the weather, which affects the
traveling habits of the retirees who take to the road after
summer, Bills said.
"We know the Jazz Jubilee ticket sales are up 4 percent from
last year," she added. That Medford event is held in early
October.
