Travel and tourism pros gathered in Sisters

Sisters tourism is increasingly built around health and wellness and a culture of artisanship. Last week, a group of industry professionals gathered in Sisters to explore what that means for a tourism-based economy.

Representing myriad stakeholders in Oregon tourism, a group of 45 convened at FivePine Conference Center last Wednesday. Another 15 who had registered were unable to attend due to last-minute scheduling conflicts.

The day-long conference was titled “Heritage, Arts, Makers & Cultural Tourism: Developing Sense of Place.” It was one of more than 20 statewide offerings from Travel Oregon, the official state-funded umbrella tourism agency.

Tourism in Oregon generates $14 billion in total spending, employs 118,500 persons, and produces $650 million in state and local tax revenue.

The “tourism studio” gatherings offer skill building, planning, and product development workshops to bolster the tourism economy in Central Oregon. Travel Oregon partnered with the Central Oregon Visitors Association to deliver three Oregon Tourism Studios throughout the greater region to support niche product development experiences in culinary and agritourism, outdoor recreation, and cultural heritage tourism.

Judy Trego, Executive Director of Sisters Area Chamber of Commerce, attended, and described the event this way: “The workshops are being held to positively increase the visitor experience by adding assets currently being underutilized or that do not currently exist. Tourism professionals from the region joined to discuss and vote on collaborative efforts we could undertake together to increase exposure in the rural parts of the region.

“The region’s top priorities were to advocate for more shared resources and to host a tour in each community during the same month related to culture and heritage. As an example, one of the top priorities for the group was to hold an event in each community, such as visiting a museum or cultural site, coordinating and marketing the event through Visit Central Oregon platforms in a way that allows visitors to travel between our destinations in the off-season.”

Scott Humbert, executive director of Explore Sisters, the city-sponsored visitor promotion agency, was also in attendance and told The Nugget, “The Central Oregon Destination Management Studio is an enormous undertaking for our region. Hosting the Heritage, Arts, Makers and Cultural Tourism Workshop was the perfect fit for Sisters,” he said. “The workshop allowed participants to develop new relationships throughout the region and gain an understanding of how makers are expanding scope of creative expression and economic vitality for local communities. Attendees were inspired by examples of successful programs and learned about key trends in arts and cultural tourism. This work will provide insight to the studio’s steering committee regarding projects or initiatives that would be meaningful to local stakeholders.”

Also participating was Eric Strobel, Sisters Country Director for EDCO (Economic Development for Central Oregon). He said, “The workshop validated the work being done at Sisters Makers and the various art associations in the community. Economic development and DMOs have shared interests when it comes to makers and artists.”

Maker Culture is a culture meant to reignite the artisan spirit.

Sisters Makers is a local association that supports artists and makers, growers, and innovators with places to work, education, and advocacy. From their location at 291 E. Main Ave., they are working to support a vison to become Oregon’s artisanal capitol.

They are also working with children in Sisters Country to inspire the next generation of artisans. The association also runs bootcamps for the business side of creativity.

“For economic development, makers and artists improve a community economy by fostering local entrepreneurship, creating jobs (albeit a small number), and encouraging innovation,” Strobel said. “By hosting workshops and events, makers promote skill-sharing and community engagement, enhancing the overall economic landscape. For tourism, makers and artists bolster the tourism economy by creating unique and authentic experiences that attract visitors.

“Think of a family spending a ‘makeation’ in Sisters where they create Sisters-themed souvenirs to take home (one of the ideas that came out of the workshop). By hosting events like art fairs, workshops, and festivals, they draw tourists to the area, increasing foot traffic and supporting local retail businesses. It’s a space that EDCO and Explore Sisters can work together in to reach common goals.”

Much of the day’s discussion surrounded cultural heritage travelers, thought to be essential to Sisters tourism. Research shows that they spend more per trip than other travelers. They also seek travel to lesser-known destinations and seek authenticity and connection with local cultures.

This group prizes health and wellness and are active in the outdoors.