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Discover Climate reports stable tourism, new events and marketing push for Crater Lake recovery
Summary
Discover Climate told the Klamath County board that occupancy and average daily rate are up through March, outlined a Crater Lake-focused marketing initiative, and previewed events including a Ragnar relay, a potential Bend FC soccer tournament and UTMB/Ironman interest.
Millie, executive director of Discover Climate, told the Klamath County Board of Commissioners during the May 20 work session that tourism indicators through March show modest growth: occupancy around 55 percent and an average daily rate of about $104.
She said short-term-rental demand is down but lodging revenue and revenue per available room are up, and that regional airport passenger counts are increasing. Millie described targeted marketing planned in response to negative publicity around the Fleetwood Cove Trail closure, and said Discover Climate will deploy geo-targeted campaigns, airport marketing and influencer partnerships to support lodging and attractions.
The organization is developing a new website with a CRM to allow partners to update offerings directly; a vendor (Tempest) will begin that work next week. Millie also outlined a slate of summer events and initiatives: a Ragnar relay at Willamette Pass (more than 110 teams signed up), a Klamath County adventure film series, river rafting service from Indigo Creek Outfitters, and a potential three-year partnership with Bend FC for a youth soccer tournament estimated to generate about $2 million in economic impact.
She said the group is working with regional partners and is tracking visitor-source markets (Bend, Portland, Eugene, Sacramento and Los Angeles) to refine outreach. Commissioners asked operational questions and thanked Discover Climate for its work; no formal actions were taken at the session.
