Strengthening Sisters' 'shoulder season' economy

The development of a sustainable economy is a goal for many Sisters residents. There are numerous ways in which the economy can be strengthened, and some are building on existing underused assets.

Building the "shoulder season" - the months before and after peak tourist season - and tapping into underused local assets can provide a strong economic shot in the arm for the community.

Some of these projects are well underway, and their economic impact will be felt through this year.

Local bootmaker Ryder Gauteraux is working with Dan Wolfe, another area resident, to promote an additional rodeo at the Sisters Rodeo Grounds. The two-day event will bring between 3,500 and 4,000 people to Sisters in early September.

This will have a significant economic effect on the community, as many rodeo visitors will stay, dine and shop in Sisters over the duration of the event. Although this is a regional event for a rodeo association based in the Pacific Northwest, some participants and attendees will be first-time visitors to Sisters and might commit to return on vacations.

Cycle Oregon is casting their net further abroad. They will also be bringing 2,000 cyclists to Sisters in the month of September. There will be visitors from 48 states, but, more importantly, there will be cyclists attending from six foreign countries.

"Few people recognize what a value Oregon is for the Europeans. The cost of lodging, dining and transportation is very affordable for Europeans," said Jerry Norquist, ride director for Cycle Oregon and Sisters resident, who is discovering a huge untapped market.

There is an added plus with attracting Europeans their vacations are much longer than the typical American vacation. Additionally, their school vacations coincide with our shoulder seasons which can bring in tourists at the time we have both the space and the need.

Oregon presents itself as a good value, and the Europeans have the available time for travel. Although the weather here seems less than ideal to us during the shoulder seasons, it is not a fault for Europeans, many of whom are buying second homes in Colorado and the Great Lakes area.

Mark Yoakum of Yo! Productions is casting his net to the West and attracting clients from the Pacific Rim.

"I believe that hospitality is the key to bringing in foreign guests. When they arrive in Redmond, we meet groups at the airport with people who speak their language and provide assistance for the whole time they are here. They leave satisfied and want to return," said Yoakum.

Attracting clients to the area from outside the I-5 corridor is profitable and diversifies the economic base to strengthen it against regional economic woes. This fact is recognized by Travel Oregon; the organization's multilingual Web site has all information available in Japanese, German and Italian.

"Making our Web site multilingual is certainly where were are headed, if not by later this year, it will be by the year after," said Norquist.

"I plan to make my We site multilingual and multicultural in the next year or so," said Yoakum.

Gerard Duerrmeyer, a multilingual and multicultural Web site designer (and the son of Joseph and Tia Duerrmeyer) said, "Development of multilingual and multicultural Web sites is critical in attracting international clients. I have developed many such sites over the years, and they make a strong statement that you care about visitors and potential customers.

"It doesn't matter that they may speak English," he noted. "The fact that they can read the presented information in their native language is an extension of hospitality. It shows that you are willing to take a much more active approach in caring for your visitors and their needs in contrast to the average and typical passive approach."

Ten years ago, advertising in Paris or Tokyo was only for the wealthy multinationals. Now, even a "mom-and-pop" bed and breakfast can advertise internationally for very little additional expense.