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U of O students present PR plan to boost Gladstone tourism
Summary
University of Oregon Sustainable Cities Year students outlined a PR campaign—#gladtobeoutdoors—with recommendations including a Discover Gladstone media kit, summer events at Meldrimahr Park and High Rocks, and owned/earned media tactics to raise regional awareness.
Maya Valverde and McKinley Beck, senior public relations students at the University of Oregon, presented a 10-week Sustainable Cities Year project to the Gladstone City Council proposing a tourism and public-relations campaign to increase visitation and regional awareness.
The students said Gladstone’s natural assets and proximity to Portland are strengths that are often overlooked and recommended positioning the city as an outdoor-focused destination using the hashtag #gladtobeoutdoors. Their plan pairs media outreach (a ready-to-use Discover Gladstone media kit for journalists) with physical “hardware” anchors—seasonal river rentals, a weekly farmers market and music-in-the-park events at Meldrimahr Park—to create reasons for visitors to stay longer.
They recommended two primary audience strategies: middle‑age regional travelers (age 35–55) reached through earned media and Google-search optimization, and younger travelers (22–30) targeted through Instagram and owned social platforms. Tactics include a media list for regional outlets, a social content calendar, event QR codes to track attendance, and a 2027 phased roadmap for launch and sustainment.
Councilors asked about safety and liability for proposed river activities; Valverde and McKinley said the students had not proposed cliff‑diving and emphasized safety-first messaging and site surveys if a river‑rental or swimming activation moves forward. City staff and council praised the research and invited the students to submit a final report; Administrator Betts and John La Garza said staff would meet to discuss next steps and tangible elements to implement.
The presentation prompted follow-up actions: staff will share the final PR plan with council members, and the city is already considering moving Music on the Greens to Meldrimahr Park based on student ideas.
