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Council discusses transient lodging tax strategies to grow year-round visitation; no final action
Summary
Deputy City Manager Jordan Rooklyn presented strategies for use of Transient Lodging Tax (TLT) revenue for tourism promotion, event recruitment and infrastructure; council expressed general agreement and requested continued conversation for budget inclusion.
Deputy City Manager Jordan Rooklyn brought forward a discussion on proposed uses of Transient Lodging Tax (TLT) revenue for 2025–2027 intended to promote tourism and support a year-round economy.
Rooklyn described goals to increase overnight visitation and diversify visitor personas, with strategies including a strategic marketing plan coordinated with organizations that draw visitors, marketing support for local businesses, recruiting medium-sized events (300–800 attendees), and infrastructure investments such as wayfinding signage and parking. He said the target audience includes the regional drive market (two- to six-hour drive) and visitors connecting via Medford flights.
Council offered general agreement with the strategies and requested continued direct feedback from businesses. Staff noted ongoing coordination with the Oregon Shakespeare Festival, EPIC Ashland and StoryTown on event creation and marketing. No formal council action or vote was recorded; the item will be incorporated into upcoming budget conversations.
