Great question. While it’s no secret that Ashland has always had a reputation for outstanding outdoor recreation opportunities, I think it sometimes feels as somewhat a secondary draw relative to tourism and our local economy and we need to keep working to change that. When most people think of Ashland as a tourist destination, the first thing that comes to mind is our amazing artistic and cultural scene, and rightfully so in many respects. OSF, Oregon Cabaret Theatre, film festivals, outstanding restaurants, and Lithia Park just to name a few.

However, as I’ve been stating for quite some time, Ashland must adapt to a significantly changing economic environment. There’s a new reality that tourism trends in southern Oregon have been shifting for some time due to a variety of factors, not the least of which is increased summer wildfires. We just aren’t seeing the massive numbers during the summer which would traditionally enable many local businesses to ride out the off-season. The Ashland Chamber, Travel Ashland and many local organizations such as the RVMBA are putting in the very important work to not only increase awareness of these changes, but also create new tools that we can utilize to effectively adapt to the changing economic landscape. It is critical for us to pull together as a community to design and implement an entire “four season” calendar of vibrant, compelling activities and experiences that can consistently drive our local economy for locals and tourists alike throughout the entire year. This is only possible if we continue to lean in heavily into outdoor recreation opportunities such as hiking, mountain biking, skiing—with a substantial complement of organized events and more. We have it all right here in our backyard! As community leaders, we owe it to our residents and our business owners to demonstrate our commitment to Ashland by taking ownership, working together and executing the plan. Ultimately, my vision for Ashland’s economic future includes a stacked calendar of dynamic, fun and engaging events for everyone, and so packed full of amazing experiences and adventures that the only thing people are worried about is missing out!