Travel Medford reports $6.6 million in lodging tax for year, pushes sports tourism and event funding

T.J. Holmes, senior vice president of Travel Medford, told the City Council on Feb. 19 that the city collected $6,600,000 in transient lodging tax (TLT) in the last fiscal year and that Travel Medford’s contract with the city continues to require it spend a portion of its share on event promotion and downtown programming.

Holmes said Travel Medford receives 25% of the city-collected TLT and uses that money for advertising, event promotion, visitor information and sports tourism. “We are contracted by the city to do this work. We’ve been doing it since 1975,” Holmes said.

The presentation outlined how the TLT is allocated and how Travel Medford spends its share: the organization must spend a minimum of 5% of its TLT receipts on event promotion (and 1% specifically on downtown events). Holmes said the organization budgeted $10,000 annually for events at Lithium Driveway Fields and another $10,000 for Rogue X, and that Travel Medford had funded 18 events so far this fiscal year (about $50,000) and approved eight additional events since the calendar year began, bringing the total to 26 events supported.

Nut graf: The report emphasizes the city’s reliance on transient lodging tax to underwrite tourism marketing and local events. Travel Medford argued that spending more on event and sports promotion increases overnight stays and returns economic benefit to downtown businesses and city funds.

Holmes and Travel Medford highlighted sports tourism as a growth area. He said several recent events produced measurable local economic impact: the Cascade Collegiate Conference soccer tournament generated $424,000 during an off-season week, an American organization event produced about $112,000, and a separate softball tournament generated roughly $400,000 — together “nearly $1,000,000” in economic impact for the community. Travel Medford said those events help fill hotels in slow seasons and increase TLT revenue.

Councilors asked about distribution of the TLT and occupancy metrics. Holmes said the city’s general fund received 41% of TLT in the last published report and that Travel Medford’s 25% share is used to grow visitation. He told Councilor Kevin Keating that 56% occupancy for the fall quarter (October–December) is “pretty good” for that season and that room supply (including short-term rentals) has risen, which affects occupancy percentages.

Holmes described ongoing work to bid for and secure new events: Travel Medford is pursuing boys’ volleyball and additional collegiate and amateur tournaments, and is coordinating with Medford Parks and Recreation and regional partners to use multi‑venue facilities that will open in coming years.

Council members asked for more detail on comparative TLT shares with other Oregon cities; Holmes said he could provide specifics later. Councilor Mike Kurlinger asked whether Travel Medford tracks the number of rooms available; Holmes said supply was up about 22% compared with pre‑COVID short-term rental counts and that hotel inventory had remained largely stable.

Ending: Councilors thanked Holmes and indicated follow-up questions on TLT allocation and occupancy data could be provided through staff or future briefings.