Oregon's Hometown - Welcome Home

August 2022 Action Report

Don't forget to save the date for the next quarterly Tourism Stakeholder Table:

September 14, 2022 at 6:00PM

Main Topic: 2023 Spring/Summer Planning

Oregon City Hall - Commissions Chambers
625 Center St., Oregon City

25th Annual Oregon City Outdoor Antique Faire

Summer ended with a bang as Downtown was transformed into an Outdoor Antique Faire. Weather as perfect and visitors were happily shopping. The Tourism Program Specialist attended the event on Sunday and estimated they had about 3,000 visitors.

The Tourism Program Specialist handed out over 150 Visitor Guides in two hours. In talking with visitors there seem to be a very few Oregon City residents and a much larger portion of visitors from the greater Portland area, Vancouver and even someone from Centralia. The Tourism division provided additional social marketing support and that data, from the advertising buys, showed that the age group was disproportionately 50+ age range. However, the Tourism Program Specialist reports that there was a balanced mix of age groups, including young families and couples. This, we think, shows how social media numbers often can not be used to clearly anticipate the actual demographics of an event.

Congratulations to the vendors/partners, and Maizee Mae's on a very successful event.

2022 Summer Event Season In Review

This year was a year of anticipation by tourism groups all over the state and nation. As events started reporting early it was commonly reported events were drawing very high crowds in the post COVID environment. Oregon City could easily report the same results.

Numbers for all 4 major events were higher then expectations, and in some cases higher then the last events in 2019 before the shutdowns occurred.

At the September Tourism Stakeholder meeting we will be presenting a synopsis of the event details and some insights gleaned from the data. We will use that data to plan for the 2023 event season and discuss how we can better support smaller events as well.

August 2022
Marketing Report

The numbers are coming in as we report the results of our marketing activity through social and digital media!  If there is something you would like clarification on, more detailed information, or a report you feel would be beneficial to the Oregon City’s Tourism Industry, please email  dgering@orcity.org.

Website

Visitors - August's numbers were excellent! The 25th Annual Oregon City Outdoor Antique Fair (629 visitors) and Oregon City Festival of the Arts (527 visitors) lead in the most visitors on TravelOregonCity.com. Concerts in the Park featured four concerts in the month of August. Petty Fever, Sister Mercy, Patrick Lamb, and Johnny Limbo and the Lugnuts together had a total of 383 visitors to the website.

Pages that had the most visitors was the Home (386 visitors), Historic Sites (201 visitors) and Events (157). With the popularity of the events specific pages and the standard pages, it is clear how people visitor the website are looking for activities to do.

Site Engagement - As we experiment on social media on what will drive better engagement, sometimes we test to see if direct linking to our partners is a better user experience. In doing so we will see decreases in website engagement as we do not direct them to the website. We mostly do this when featuring a partner that we do not have on the website yet, such as our shopping partners (such as SaberForge). In other cases the user finds exactly what they are looking for and never click on any links available on the site. This will change as we modify our website tactics, but for now, we accept the general decrease in engagement.

Digital Marketing

Social Media

Facebook - Focus on Midtown tourism assets

Posted 11 times  - Reached 4,873 FB users - 190 Likes - 32 Link Clicks - 16 Shares

Instagram - Focus on Midtown tourism assets and events

Posted 8 times  - Reached 1,682 Instagram users - 163 Likes - 17 Shares - 6 Comments - 2 Save

Ran 16 Stories - Reached 1,202

Meta Ads - These are the paid ads that ran on both Facebook and Instagram:

General Tourism Carousel (started on July 25th) - Reached 12,200 users - 225 Link Clicks - 3 Shares

Festival of the Arts Ad (started Aug 9) - Reached 17,364 users - 604 Link Clicks - 38 Shares

Outdoor Antique Faire (started Aug 22) - Reached 8,774 users - 772 Link Clicks - 12 Shares

Google CPC (Cost Per Click Ads)

Economic Development's Tourism Division has been working directly with Google to enhance and fine tune the Google Ad campaigns and we have seen an increased conversion rate with engagement by the visitors doubling in size.

General Keyword Identification Campaign -  Smart Campaign

16,641 Impressions - 230 Clicks to Site - 53 Conversions - 23.0% Conversion Rate

Historic Sites Campaign - Search Campaign

4,859 Impressions - 196 Clicks -  61 Conversions - 31.1% Conversion Rate

Recreation Sites Campaign - Search Campaign

678 Impressions - 35 Clicks -  21 Conversions - 60% Conversion Rate

Other OC Tourism Stakeholder News

Travel Guides

Economic Development has started distributing Travel guides to local tourism partners. If you would like a supply of them delivered to you, please contact dgering@orcity.org.

Events in Oregon City

Do you have an upcoming event that you would like to have distributed to our network of contacts and calendars? Our goal is to make it easier for organizers to get the word out about their events.