October 8-9, Florence, OR
The Oregon Coast Visitors Association is thrilled to announce the full agenda for the 2024 People’s Coast Summit, an annual end-of-season tourism gathering taking place from October 8-9 in Florence, OR.
Keynote Highlight – October 9th at 9:30 am
Leveraging Arts and Culture for Community and Economic Growth
Dive into how arts and culture fuel coastal economies with insights from Liora Sponko of the Oregon Arts Commission. Using AEP6 data from regions like Florence, discover the financial impact on local businesses and the importance of this data for future planning.
We’re also excited to share that Harlen Springer, a Florence local, will share how the city’s public art initiatives, supported by key stakeholders, have elevated its appeal and economic vitality. Mayor Rod Cross will highlight the ART Toledo program, showcasing how connecting art, history, and industry can transform a community. Learn practical strategies to enhance your city’s identity and growth through arts and culture.
Full Summit Agenda
The campus style event will take place across multiple venues in Florence. This year’s agenda will feature a line up of speakers and workshops that will offer big-picture thinking and topics valuable to tourism stakeholders from all over the coast. Attendees can expect to takeaway valuable knowledge and resources around destination marketing, technology, sustainability, and more!
October 8
Keynotes
9:30 AM: Tourism in Focus: Understanding the Dynamics of Tourism and Navigating the Complexities of the Oregon Coast
Facilitated by: Paul Schuytema, Executive Director of the Economic Development Alliance of Lincoln County
Join us as we launch the People’s Coast Summit with a thought-provoking keynote panel designed to build a comprehensive understanding of the tourism landscape. This session will delve into the complex and dynamic aspects of the tourism system, addressing the critical questions we must ask to gauge how tourism is truly performing in our region. What factors are driving or hindering growth?
Which elements of tourism matter most to you, your business, or your community? By exploring perspectives from the economic, environmental, local government, and small business sectors, this panel will provide valuable insights that will resonate throughout the rest of the summit. Whether you’re a tourism professional, a local business owner, or a community advocate, this session will equip you with the knowledge and context needed to navigate and contribute to this vital industry.
12:30 PM: Strengthening Oregon’s Coastal Hospitality Industry
Facilitated by Jesse Quinn, Community Engagement Director with Lane Workforce Partnership.
This fireside chat is a discussion of a vital and vibrant part of our region’s economy – the Oregon Coast hospitality industry. They are going to introduce the Oregon Coast Hospitality Industry Sector Partnership – a collaborative initiative designed to strengthen and elevate our industry. Their mission is simple yet impactful, they aim to provide a platform for collaboration, share best practices, address common challenges, and identify opportunities for innovation and growth. Jesse will engage our panelists Matt Sayre, Executive Director of Collaborative Economic Development Oregon and Ashley Espinoza, Executive Director of Lane Workforce Partnership in this introductory chat. Later, participants will have the opportunity for a deeper dive in a workshop session.
4:00 PM: Leveraging AI in Tourism Marketing: Practical Insights and Strategies
Rebecca Adelman, Amara DePaul
Stay ahead of the curve with AI in tourism! This session will provide an AI 101 overview and showcase real examples of how Destination Marketing Organizations (DMOs) are using AI. Rebecca from Miles Partnership will share success stories and results from DMOs, while Amara from OCVA will show how AI can enhance your social media and marketing efforts. We’ll also cover key topics like data ownership, liability, and the impact of AI on the travel industry. Get practical insights and strategies to start using AI effectively for your organization.
6:00 PM: Indigenous Perspectives on Tourism
Description coming soon.
Workshops
10:30 AM – 12:00 PM Breakout Workshops
- Sustainable Business Technical Assistance with Bring Recycling: Since 2010, BRING’s Rethink Business Program has provided free sustainability technical assistance to help businesses in Lane County reduce their environmental impact and save money. This summer, BRING and the Oregon Coast Visitors Association (OCVA) partnered to host an Oregon Applied Sustainability Experience (OASE) Intern, expanding BRING’s program reach along the Oregon Coast. Learn about BRING’s Rethink Business Program with Emily Reynolds, and explore this summer’s OASE case study presented by Jamie McMurray, which highlights the benefits of bringing sustainable practices to new areas.
- Get Found: Using Google Tools to Elevate Your Business: Join us for an informative session with Cecilia Suvagian from Travel Oregon, where you’ll discover how to leverage Google tools to enhance your business’s online presence. In this workshop, you’ll explore valuable Locl tools provided by Travel Oregon to help market your business, learn how to claim, manage, and optimize your Google Business Profile to attract more customers, and ensure your business is accurately represented on Google Maps so potential customers can easily find you. Whether you’re new to Google Business Profiles or seeking to optimize your current strategies, this session will offer actionable insights to help your business succeed.
- Advancing Travelability: Making Destinations Accessible for All: Join a panel of tourism professionals as they share their recent initiatives to make destinations more accessible and inclusive for all. This session will explore innovative investments, such as the installation of hearing loops for the hearing impaired, providing color blind glasses, the availability of David’s Chair for mobility assistance, the implementation of Mobi Mats for easier beach access, and the use of influencers to spread awareness. Learn about the challenges faced, the strategies implemented, and the positive impacts these efforts have had on visitor experiences.
2:00 PM – 3:30 PM Breakout Workshops
- Strengthening Oregon Coast’s Hospitality Industry: The Oregon Coast Hospitality Industry Sector Partnership will be a collaborative initiative designed to strengthen and elevate our industry. This partnership will bring together local businesses, industry leaders, and community stakeholders with a shared goal: to enhance the hospitality sector, foster professional growth, and drive economic development along our beautiful cost. Throughout this conversation, we’ll explore the vision and goals of the partnership, hear from key participants, and discuss how each of you can contribute to and benefit from this collective endeavor. So, let’s dive in and discover how we can work together to make the Oregon Coast hospitality industry stronger, more resilient, and even more welcoming. This workshop panel will be facilitated by Jesse Quinn, Community Engagement Director, Lane Workforce Partnership.
- Welcoming All: Inclusive Hospitality for LGBTQ+ Travelers: LGBTQ+ travelers are an important and growing visitor demographic. What does it look like to provide safe and welcoming hospitality to guests who are part of this community? Why does visible support for LGBTQ+ locals and visitors matter, and how can your business or organization live out your commitment to inclusion? What are Oregon Coast businesses and organizations doing to connect with LGBTQ+ travelers, and what have they learned through this vital work? Join Amalia Greene, founder of Out in L.C., and Scott Justus, owner of Xanadu Astoria and founder of Queer Astoria, for this important discussion.
- Tourism Talks: From Taxes and Tangible Benefits: Join Kate Baumgartner, External and Public Affairs Strategist at Travel Oregon, for an engaging and informative workshop on tourism advocacy. This session will delve into the significance of understanding the transient lodging tax (TLT) and how these funds are utilized by most tourism organizations. Attendees will learn the importance of crafting narratives that highlight the positive impacts of tourism on both communities and visitors. Learn to navigate essential resources such as the Oregon legislative website, equipping you to identify key contacts and stay informed about legislative developments. Gain a comprehensive understanding of how tourism issues span various levels—from community to state and even federal—empowering you to advocate effectively. This workshop promises to be informative and hands-on, providing valuable tools and knowledge to support your advocacy efforts in the tourism sector.
- Mastering Short-Form Video for Impactful Marketing: Short form video is a popular and effective marketing tool, but it can be hard to know how to get started. Why is video worth adding to your communication toolkit? When and where should you consider using video to tell your story to your organization’s audience? How can you get started creating effective video content, with the tools and skills you already have available (hint: the phone you have in your pocket and the social media platforms you already use every day). Join us for this practical workshop that will empower you to create and share new content!
October 9
Keynotes
9:30 AM: Leveraging Arts and Culture for Community and Economic Growth
Liora Sponko, Harlen Springer
Dive into how arts and culture fuel coastal economies with insights from Liora Sponko of the Oregon Arts Commission. Using AEP6 data from regions like Florence, discover the financial impact on local businesses and the importance of this data for future planning. Harlen Springer from Florence will share how the city’s public art initiatives, supported by key stakeholders, have elevated its appeal and economic vitality. Mayor Rod Cross will highlight the ART Toledo program, showcasing how connecting art, history, and industry can transform a community. Learn practical strategies to enhance your city’s identity and growth through arts and culture.
12:30 PM: Wale of a Tale: Navigating Crisis Communications
Paul Linnman, Journalist
Join us for an unforgettable keynote session featuring Paul Linnman, the television news reporter behind the iconic 1970 exploding whale coverage. Paul will recount this unforgettable moment and share how this one crisis has evolved into a career of working successfully with and for the media. Following Paul’s riveting account, we will hear from communication rockstars Angie Galimanis, owner and president of Lawrence PR and Julia Amato, Director of Communications at Travel Oregon. Learn about Travel Oregon’s new crisis communications plan and how they’re working with RDMOs across the state to ensure we’re connected and consistent in times of crises. This session will delve into how tourism professionals and organizations can prepare for the unexpected and become trusted voices for visitors and communities. Learn best practices, strategies, and current work in Oregon tourism to enhance crisis communication efforts.
Workshops
10:30 AM – 12:00 PM Breakout Workshops
- Riding the Wave of Cycling Tourism on the Oregon Coast: The Oregon Coast has always been a paradise for cyclists. Now, new investments in cycling infrastructure are set to diversify the region’s tourism economy. This workshop will explore the benefits of cycling tourism, highlighting the development of mountain biking trails and gravel routes along the coast. With insights from local gravel route experts (Dirty Freehub) and a case study of a bikepacking race in Iceland, attendees will discover how gravel cycling, mountain biking, and bikepacking can enhance local economies and promote sustainable travel. Learn how to attract tourists to cultural points of interest, create authentic travel experiences, and explore strategies for businesses to support and thrive in the growing cycling tourism industry.
- Plug and Play Graphic Design for your business: Learn how to leverage online design platform Canva to create marketing materials for your business that are simple and impactful. Led by Oregon Coast Visitors Association’s marketing team Karen Olson and Stacey Reynolds, this is a great opportunity to learn the ins-and-outs of Canva. Bring your own device so you can begin your own design project along with this hands-on training.
- The Electric Oregon Coast: EV Charging Opportunities with FORTH: Forth, a nonprofit championing equitable clean transportation, will share their EVAL workplace charging program and the way businesses along the coast can achieve a workplace charging certification. They will also provide insights on the available EV charging incentives in Oregon and guide you through the application process, helping your organization take a significant step towards a sustainable future. Learn more about EV charging opportunities and the A-Z of how to take advantage of charging incentives at this practical, action-oriented workshop.
Post-Conference Events
- Sandboarding Adventure at Sand Master Park: Ready for some fun after the conference? Join us for an exhilarating sandboarding experience on Oregon’s Adventure Coast! Discover the thrill of gliding down the dunes at the world’s first sandboarding park, established in 2000 and nestled along the scenic Pacific Coast Highway (Hwy 101) in Florence, Oregon. Located just minutes from the Pacific Ocean, Sand Master Park offers quick access to stunning beaches, delightful restaurants, cozy hotels, and vibrant shopping areas—all surrounded by Oregon’s iconic sand dunes. With 200 acres of pristine dunes and access to a 40-mile stretch of coastal sand, the park features slopes for every skill level, making it the perfect way to cap off your time on the coast.
- Florence Public Art Walking Tour & Gallery Visit: Join the Florence Public Art Committee for a guided walking tour of the city’s latest public art installations on October 9th at 2 PM. After the tour, attendees have the option to visit the Florence Regional Arts Alliance (FRAA) Art Center/Gallery, located at 120 Maple Street in Old Town. Whether you’re interested in exploring the public art or heading straight to the gallery, this experience offers a unique opportunity to engage with Florence’s vibrant arts community.
- Experience Beach Accessibility with David’s Chair at Heceta Beach! Join us after the conference to explore Heceta Beach in Florence, OR, with the aid of a track chair, specially designed to provide beach and ocean access for individuals who use wheelchairs. This opportunity is made possible by the generosity of David’s Chair Outdoor Mobility Systems and a private donor, offering free use of the track chair to those with mobility challenges. The track chair is available exclusively at Heceta Beach County Park, a beautiful and accessible location featuring a wide, flat sandy beach perfect for beachcombing and enjoying stunning sunsets.
Get ready for the Oregon Coastal tourism event of the year.
Register here!
Sponsorship
Thank you to Travel Lane County for their sponsorship of the 2024 People’s Coast Summit.
For partners who want to get even more involved, we are offering various sponsorship levels to suit your goals and budget, including exclusive benefits such as logo placement on event materials, complimentary summit registrations, and opportunities for direct engagement with attendees.
Sponsorship offers a great opportunity for you to gain brand visibility, engage in networking opportunities, be seen as an industry leader, and make a community impact.
View our sponsorship opportunities here, and contact Deputy Director Arica Sears for more information about becoming a sponsor of the 2024 People’s Coast Summit.
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The Oregon Coast Visitors Association organizes this event to keep coastal businesses, leaders and nonprofits up to date on new trends, studies and topics for the tourism industry while providing plenty of casual networking and fun entertainment. Stay tuned for details on workshops, speakers, and more for this year’s Summit.