The city and businesses aim to build up shoulder season tourism and establish the city as a ‘base camp’ for outdoor sports enthusiasts
By Jeff Dahle
In most circles, discussing economic development is not usually high on the list of conversation starters. However, in Ashland, this particular subject consistently generates a healthy and welcome discussion among knowledgeable and committed citizens who are eager to introduce fresh concepts.
Ashlanders collectively share a profound commitment to maintaining the resilience and economic health of their extraordinary community. It is our shared responsibility to devise and execute forward-thinking strategies that not only preserve but enhance the vitality and success of Ashland, ensuring future generations will continue to experience the unique vibrancy and charm that defines our town.
In 2022, the Ashland Chamber of Commerce in partnership with ECONorthwest produced a comprehensive Economic Diversification Strategy report exploring “what makes Ashland great, what it still struggles with, what could hobble its growth and what it can do to create a more balanced, equitable economy.”
It offers an abundance of data-driven observations on Ashland’s current condition, serving as a robust foundation for considering and executing inventive and groundbreaking initiatives. By leveraging this valuable information, stakeholders can make informed decisions and explore untapped opportunities to drive progress and innovation within the community. The report, which I highly recommend, is available here.
Ashland as ‘base camp’
The city has recognized the importance of diversifying its tourism offerings to cater to a broader range of interests, specifically outdoor recreation as visitors seek to immerse themselves in the region’s natural beauty.
Amid the popularity of outdoor pursuits in the region like mountain biking, water-based recreation and exploring an exceptional trail system, it is crucial for the city to capitalize on this trend and establish itself as the ultimate hub, or “base camp” for outdoor adventurers. By highlighting its unique offerings and catering to the needs of outdoor enhusiasts, the city can solidify its position as a sought-after destination for those seeking memorable and exhilarating experiences by day while enjoying exceptional culinary experiences and world-class performing arts performances each evening.
Innovative ideas within our parks
For over a century, the Ashland Parks & Recreation Commission has ensured that Ashland’s residents and visitors have access to a variety of recreational facilities and activities while diligently safeguarding the natural beauty and integrity of the city’s parks and open spaces.
Another aspect of APRC’s mission is to “seek out and support opportunities for community building through programs and events in our parks that celebrate art, music, sports and nature.” One such opportunity is the recent ordinance update that allows for limited alcohol sales and service policy within parks, subject to special permits from the city, APRC and the Oregon Liquor and Cannabis Commission.
The purpose is to attract additional event organizers seeking to host events in Ashland parks by offering the option of alcohol service. Often considered an appealing aspect of many gatherings, this initiative intends to bolster the overall economic feasibility of such events as well as exposing an increased customer base to established local businesses.
It is important to note that APRC and city staff members have diligently developed the necessary legal and policy framework to facilitate successful implementation.
Leveraging the ‘shoulder season’ and a (very) full calendar of events
Even though Southern Oregon is known for its four distinct seasons, I can still distinctly recall, having grown up in Ashland, feeling that there were only two: summer and winter. Summer was when the town came alive. Several hundred thousand visitors passed through Ashland during just a few months.
The annual Fourth of July parade was one of the most anticipated events of the year.
Conversely, winter was long and lonely. The Festival of Light Celebration helped lift the town’s collective spirits, albeit temporarily.
Local businesses developed their long-term strategic planning around that long-standing trend. As virtually all local entrepreneurs will attest, for many it is no longer a viable option.
Strategies intended to support local economic viability that are currently being implemented to leverage Ashland’s shoulder seasons include supporting performing arts organizations that aim to expand their offerings into months that have traditionally drawn fewer visitors. This works to ensure a diverse array of cultural events the year around, such as creating opportunities for music events that contribute to a vibrant and engaging atmosphere for everyone. The Rogue World Music Festival is a great example that is just a little over a month away.
Leveraging partnerships with local businesses to host off-season culinary and winery events such as chef demonstrations, winemaker and beer dinners, pairings and tours to showcase the region’s culinary excellence and draw food-loving locals and visitors is another exciting and promising prospect.
By implementing these initiatives, Ashland can extend its appeal beyond the peak summer season, ensuring a steady flow of visitors and fostering a thriving, diverse local economy.
What is not changing
The Oregon Shakespeare Festival, the Oregon Cabaret Theatre and other world-class performing arts venues have long been central to Ashland’s identity, and it is incredibly encouraging that the sector is once again trending in a positive direction and on what appears to be solid financial footing.
Earlier this month, I attended the Ashland Chamber of Commerce, Travel Ashland and OSF Season Kickoff Reception. It was an outstanding event. The positive energy and excitement in the room among local business owners, economic leaders and organizations was palpable. The evening was capped off by an extremely inspiring and articulate presentation by OSF Artistic Director Tim Bond, in which he described Ashland as an incredibly special and magical place — what he referred to as a perennial “gathering place” for everyone. It is incumbent upon all of us to do our respective parts to ensure that it remains so.
Moving forward
Collaboration between the public and private sectors is essential. I am proud to report that there is great work being done behind the scenes at City Hall as it relates to economic development. Council and city leadership are busy formulating ideas and implementing structural changes that will make it easier to do business in Ashland.
A complete overhaul of the city’s website will be a welcome and long-overdue improvement that will save residents, local businesses and outside entities significant time by helping them locate important resources.
Due to the exceptional efforts of our local organizations and entrepreneurs, we are continuing to see encouraging signs. During the March 5 City Council business meeting, our Finance Department shared results for the second half of 2023 as well as some initial 2024 data as part of our quarterly financial review. The trends appear to be very promising: Transient and lodging tax revenue is up 4%, and food and beverage revenue (2024 Q1) is up 13.8%. More people are coming to Ashland to enjoy new and diverse experiences.
That said, we still have much work to do. Openness to new business ideas are critical precursors ensuring a healthy, diverse and sustainable local economy. I encourage anyone to reach out and share innovative, collaborative ideas that will ensure Ashland’s continued success!
Email Ashland City Councilor Jeff Dahle at [email protected]. Email letters to the editor and viewpoint submissions to [email protected].
