TACE Newberg gives midyear review; highlights stargazing tours, accessibility program and county recreation map funding

Lehi Jensen, executive director of TACE Newberg, and Deputy Director Katie McFaul presented the organization’s midyear review on April 21 and summarized marketing, destination-development and industry-relations work ahead of a contract renewal in June.

The presentation matters because TACE Newberg administers tourism marketing and destination-development activity that drives overnight stays and local business revenue in Newberg and Yamhill County.

Jensen said the organization’s mission is to “stimulate a year-round visitor economy in Newberg” and to position the city as a distinctive Oregon destination. She and McFaul highlighted several initiatives now in development:

- A stargazing river experience: TACE has developed a partnership with Northwest Jet Boat Charter, Carlton Observatory and Willamette Riverkeeper to offer bookable stargazing tours (boat plus telescope) this August–October; industry test runs and press-hosting were scheduled in the week of the council meeting.

- Accessible travel: TACE is enrolling 13 local businesses in Wheel the World, a marketing platform for travelers with differing mobility and accessibility needs; the partners aim to reach higher-value visitors who tend to travel with companions and stay longer.

- Recreation Ready: Newberg was selected as one of four Oregon communities to participate in Travel Oregon’s Recreation Ready program; a local steering committee (City of Newberg, Yamhill County Parks, Chehalem Park & Rec Department) will help develop an action plan and identify project funding over the next 18 months.

- Yamhill County recreation map: Travel Oregon committed about $35,000 and the Willamette Valley Visitors Association about $15,000 to produce a county outdoor recreation map; the DMO is managing the project with a county steering committee and hopes to have printed maps by September.

McFaul described TACE’s recent website rebrand and early marketing metrics. The new site launched in mid‑April and initial data are skewed by cookie/tag transitions; staff said they will provide a fuller analytics report in May after 60–90 days of new-site data collection. Jensen said the organization has modest reserves, recent grant awards and ongoing TLT (transient lodging tax) seasonality that make winter quarters lean; staff said they are keeping marketing active year‑round to avoid losing markets.

Councilors asked for clarification on analytics and marketing reach; McFaul said early results show strong impressions and engagement but that a full performance picture requires more time under the new website.