: Melanie Ryan Griffin
Lane County's Destination Master Plan
A 10-year vision for a stronger, more resilient Lane County
Lane County has completed its first comprehensive Destination Master Plan — a 10-year strategic vision for tourism across all 12 of our communities. Built from a year of listening, research, and community engagement, this plan is a practical roadmap for sustainable tourism development that benefits residents, businesses, and visitors alike.
The plan is organized around seven strategic pillars, each grounded in what we heard from communities across the county:
Close the Infrastructure Gap
Build a Year-Round, County-Wide Visitor Economy
Invest in Tourism that Supports Resident Quality of Life
Improve Transportation Around the Region
Champion Strong Regional Branding and Marketing
Convert University of Oregon Visitors into Lane County Visitors
Connect the Industry
Together these pillars contain 28 specific recommendations and a phased implementation roadmap for the next decade.
This plan belongs to the whole region. It was built for everyone working to shape Lane County's future — businesses, elected officials, community organizations, planners. The strategies in this plan connect directly to work already underway in transportation, community development, and economic planning across the county. We hope it becomes a resource in your work, too.
Steering Committee
A cross-sector steering committee of Lane County leaders helped shape the plan's direction by reviewing research, providing input on strategies and ensuring the work reflected the real needs of communities across the region. We're grateful for the time and expertise each of them brought to this process.
- Alyssa Brownlee, Horse Creek Lodge & Outfitters
- Joshua Bates, City of Eugene - Library, Recreation and Cultural Services
- Corey Buller, Lane Events Center
- Ian Dobson, Eugene Marathon
- Bettina Hannigan, Florence Area Chamber of Commerce
- Jason Harris, Lane County
- Megan Messmer, City of Florence
- Vonnie Mikkelsen, Springfield Area Chamber of Commerce
- Matt Peterson, Willamette National Forest
- Jesse Quinn, Lane Workforce Partnership
- George Rogers, Graduate by Hilton Eugene
- Sarah Smith, InnCline Management
- Vanessa Tharp, Vanessa Tharp LLC Events and Consulting
- Jessica Thomas, Sweet Cheeks Winery
- Tara Wibrew, Lane Arts Council
- Michael Wargo, Willamalane Parks and Recreation
What's Next
Over the next few months, we're building out the first three years of action with partners across the county, and we want your input on what to prioritize first.
Take a few minutes to fill out our survey and help shape the work ahead.
For more information:
Emily Forsha Executive Vice President, Strategy & Community Relations
Phone
Emily leads strategy execution and community alignment for the organization, working closely with the President & CEO to keep day-to-day work connected to long-term priorities. She oversees creative services, digital platforms and membership and partnerships, and serves as the internal lead on implementing the Destination Master Plan across Lane County's communities.