Destination Oregon City outlines coordination plan, stakeholder programs; city to place DMO agreement on regular agenda

Destination Oregon City, Inc., the newly formed destination marketing and management organization for Oregon City, presented a coordination plan and first-year marketing strategy at a commission work session, emphasizing stakeholder workshops, community-based messaging and operational setup. James, staff introducing the item, recognized the DMO board and said the city selected the board earlier in the year.

Salisha Johnston, the DMO’s executive director, told the commission she has 15 years in tourism and recent experience establishing DMOs and programs overseas and in rural U.S. communities. Johnston framed the DMO’s role as “building a proverbial table” for organizations that now operate in silos, and said the DMO will prioritize “co-creation and trust building” through facilitated workshops, committees and stakeholder engagement.

Johnston read the DMO’s stated theory of change: “If Oregon City stakeholders are given clear opportunities to collaborate, positive shared messaging that emphasizes mutual benefit, and structured visioning spaces … then they will gradually shift from fragmented, competitive behaviors towards collective action,” producing broader participation and economic benefits for the city. She described strategies that include information sharing and data analysis, training and workforce development (frontline ambassador/concierge programs), recognition and appreciation campaigns, and a partner-facing website with a media kit and event submission tools.

The presentation included an action plan and a stakeholder lifecycle: outreach (introductory contacts and presentations), relationship development (mapping stakeholder assets and attributes), and escalating engagement (events, cooperative advertising and committee participation). Johnston said a vendor will help maintain an events calendar that can be syndicated to regional partners such as Travel Portland and Mount Hood Territory.

Johnston announced an inaugural stakeholder mixer for Friday, November 14, 2–4 p.m., at the Oregon City Welcome Center (end of the Oregon Trail Interpretive Center). She also proposed a marketing and events committee to guide annual marketing decisions and said other committees (visitor experience, sustainability, finance and destination development) are options as the organization grows. Johnston said the marketing plan includes brand guidelines and a unique selling proposition condensed from the city’s 2017 strategic plan and that the DMO plans to test brand awareness with a survey in mid-next year.

Commissioners asked for clarifications on user-generated content and performance metrics. Johnston explained UGC as locally told visitor stories and said the DMO will track standard DMO key performance indicators (website visits, social reach and campaign performance) and set transparent baselines tied to the commission’s expectations. Several commissioners praised the presentation as a strong start and noted that early partnerships are already forming, referencing prospective collaborations with organizations named in the presentation.

James told the commission, “It’s our intention to bring this to the regular city commission meeting for your approval,” signaling staff will place the DMO contract or agreement on a future regular meeting agenda for formal consideration. The work session concluded after procedural requests to assist public attendees and the meeting was adjourned.

The DMO and commission exchanged follow-up items: commissioners asked staff and the DMO to coordinate on how the city’s community-sponsored special events program will be managed for the coming season, and Johnston said she will refine committee timelines and performance metrics while continuing stakeholder outreach.

What’s next: staff intends to place the DMO agreement on a regular-meeting agenda for the commission’s approval; the DMO will hold the stakeholder mixer on November 14 and continue forming committees and partnerships in the months ahead.