(JoAnna Eisler)
Central Oregon has long been celebrated for its breathtaking landscapes, thriving outdoor culture and small-city sophistication. Now, five of the region’s destination marketing organizations (DMOs) are turning that reputation into a strategic advantage with the launch of Meet in Central Oregon, a new regional brand designed to make the area a top contender in the national meetings and events market.
Announced in November, the initiative represents a collaboration among Visit Central Oregon, Visit Bend, Discover Redmond, Explore Prineville and Explore Sisters. At the helm is Executive Director JoAnna Eisler, who sees this moment as a pivotal opportunity for the region to compete more effectively in a rapidly evolving landscape. “Central Oregon has always offered inspirational backdrops and seamless service for events of all sizes,” Eisler said in the brand’s initial announcement. “Rebranding to Meet in Central Oregon shows our region’s dedication to creating memorable meetings and fostering connections year-round, with a clear invitation to event professionals: bring your groups to a place where they’ll thrive.”
That invitation is backed by a clear business objective: drive more year-round meeting and group business that supports stable staffing, reliable forecasting and sustainable economic growth across Central Oregon’s tourism-reliant communities.
A Unifying Strategy
The creation of Meet in Central Oregon was driven by a collective realization that the region’s five DMOs could accomplish more as a unified force than as individual entities.
“The catalyst was a shared recognition that our region is stronger when we pool our efforts,” Eisler explained in a recent interview. “Competing destinations are already investing heavily in the meetings and events space, and to remain competitive we need to be present in a more intentional, unified way. With new leadership across the four local destination marketing organizations and at Visit Central Oregon, this was the ideal moment to align around a common strategy and present Central Oregon as one cohesive, meetings-ready destination.”
This new unified identity positions Central Oregon as a single, easily understood destination for planners, one with a wide spectrum of venues, lodging options, city environments and natural experiences. Where individual DMOs operated with limited reach, the new brand enables coordinated outbound sales, shared marketing resources and a stronger national presence.
“Meet in Central Oregon gives us the scale and focus to show up more consistently in national markets,” Eisler said. “By combining resources, we can pursue targeted outbound sales, attend the right industry events, and build deeper relationships with planners. Individually, each DMO could only go so far but together, we can present a unified story and compete more effectively for meeting business.”
Addressing Seasonality with Strategic Group Business
Tourism in Central Oregon has long seen predictable peaks and valleys, with high leisure travel in summer and holiday periods and quieter stretches in between. For local hotels, venues, restaurants and service providers, seasonality can strain staffing, profitability and planning.
Meet in Central Oregon aims to smooth these cycles through targeted strategies designed to bring meeting groups to the region during traditionally slower times.
“Our group incentives are specifically structured to encourage bookings in non-peak months, helping distribute demand more evenly throughout the year,” Eisler said. “Beyond incentives, our sales strategy focuses on corporate and association planners whose calendars naturally align with shoulder seasons, supporting more predictable staffing and revenue for our lodging and hospitality partners.”
This emphasis on corporate and association travel, historically more predictable than leisure travel, represents a major opportunity. These groups tend to plan well in advance, prioritize midweek travel, and often bring significant economic impact.
Professional Support for Planners
While leisure travelers may choose Central Oregon for its outdoor beauty and vibrant culture, meeting planners have different priorities. They want reliability, ease of coordination and professional support.
“Our leisure identity is a strength, but the Meet in Central Oregon brand speaks directly to planners with a clear, literal invitation,” Eisler said. “Our messaging emphasizes partnership, professional support and the ability to deliver seamless events, all while leveraging the landscapes and culture that already define us. We’re showing planners that Central Oregon isn’t just beautiful; it’s fully equipped to help them succeed.”
The initiative includes tailored services for planners, group incentives and familiarization tours (fam tours) aimed at showcasing the region’s venues, activities and logistical strengths.
One of Central Oregon’s biggest assets is the diversity of its communities. Bend offers vibrant urban energy and premier venues; Redmond provides convenience with direct air access; Sunriver delivers resort-style amenities; Prineville and Sisters offer authentic small-town charm rooted in Oregon high desert heritage.
Eisler believes this diversity strengthens the region’s appeal rather than complicates it.
“The diversity of our communities is part of what makes Central Oregon so authentic,” she said. “Today’s meetings often include built-in free time for attendees to explore, and our region shines in that environment. Whether someone wants outdoor adventure, culinary experiences, or small-town charm, we can help planners tailor their agenda so attendees feel genuinely connected to the destination while still presenting Central Oregon as one coordinated, easy-to-navigate region.”
The brand’s approach focuses on coordinated messaging rather than homogenizing what makes each community unique.
Opportunities on the Horizon
Eisler sees corporate meetings as the strongest growth area over the next three to five years, especially from cities with direct flights into Redmond Municipal Airport.
“Our strongest growth opportunities are in the corporate meeting sector, especially from key flight markets with direct access to Redmond,” she noted. “We also see continued potential with associations and small to mid-sized conferences that value destinations with strong experiential elements.”
These segments align with Central Oregon’s existing venues and its reputation for outdoor adventure, wellness and culture. These qualities are increasingly important to meeting planners seeking memorable attendee experiences.
While the initiative is new, its leaders have already defined clear
performance indicators.
“In the first year, success will be defined by increasing visibility outside the Pacific Northwest and building a strong outbound sales presence,” Eisler said. “Over time, our benchmarks include developing a sustained sales pipeline, generating qualified RFPs, and ultimately converting those opportunities into confirmed bookings that support year-round economic vitality.”
Those metrics reflect a long-term commitment to building Central Oregon’s identity as a dependable, meetings-ready destination.
If Eisler could communicate one idea to planners considering Central Oregon, it would be about the experience, not just logistics.
“Attendees will feel a genuine sense of place here shaped by our landscapes, our communities and the authenticity Central Oregon is known for,” she said. “It’s the kind of destination that not only draws people in, but encourages them to stay engaged, present and connected throughout their event experience.”
