FISCAL YEAR 2025-2026
ANNUAL REPORT
PUMPKIN RIDGE GOLF CLUB
TABLE OF CONTENTS 1. EXECUTIVE SUMMARY
3
2. LODGING PERFORMANCE
4
3. MARKETING & ADVERTISING
6
4. PUBLIC RELATIONS & MEDIA
12
5. GROUP SALES
13
6. PARTNER & COMMUNITY ENGAGEMENT
15
7. DESTINATION DEVELOPMENT
18
8. INDUSTRY ENGAGEMENT & EDUCATION
21
9. ETV STAFF & BOARD OF DIRECTORS
22
10. STRATEGIC PLAN
23
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SECTION 1
EXECUTIVE SUMMARY
Fiscal Year 2025–2026 presented a challenging landscape for Washington County’s tourism industry, mirroring a broader softening of leisure and business travel both statewide and nationally. Explore Tualatin Valley (ETV) remained proactive, steady and focused, pushing forward to inspire visitation and bringing back signature campaigns such as Tap Season and Spring Sips to drive immediate economic activity to our local businesses. Guided by our strategic plan, ETV advanced its vision that has been a driving force behind our work. This framework reinforces our unwavering commitment to supporting our partners and the broader community through the power of tourism. We are deeply encouraged by the tangible progress made this year and remain optimistic as we continue generating positive, lasting impact for Washington County’s visitor economy. Keep Exploring,
President & CEO
FORAGER VINTAGE
OME CALLI FROZEN TREATS
CORNELL FARMS
SZECHUAN GARDEN RESTAURANT
BLAKESLEE VINEYARD ESTATE
OLE BOLLE TROLL AT NORDIC NORTHWEST
KINGPINS FAMILY ENTERTAINMENT CENTER BEAVERTON
ABOUT EXPLORE TUALATIN VALLEY Explore Tualatin Valley is a not-for-profit organization that serves the region’s economic development efforts by actively promoting Washington County as a desired destination to domestic and international leisure travelers, business travelers, day visitors, meeting and event planners, and group tour operators. The association is also a leader in destination development and enhancement for the county and its stakeholders. 3
SECTION 2
LODGING PERFORMANCE
HOTEL PERFORMANCE Our lodging partners closed FY25-26 with an average occupancy of 62.3%. While this represents a 3.2 percentagepoint decrease compared to FY24-25, the market maintained steady room demand throughout the year. Average daily rate (ADR) declined 6.5% to $122.70, contributing to a revenue per available room (RevPAR) of $76.83. These results reflect a period of rate and occupancy adjustment following stronger priorfiscal-year performance. As in previous years, summer months saw the strongest performance, with occupancy rates in the mid-70% range.
Source: 2025-2026 Smith Travel Research (STR) Data. 4
SECTION 2
LODGING PERFORMANCE
SHORT-TERM VACATION RENTAL (STVR) PERFORMANCE For FY25-26, there were 963 available short-term vacation rentals listed with 904 listings booked. The average performance of our STVRs were slightly higher than the hotels, with a total occupancy rate of 63.3, which decreased slightly from FY24-25. Average daily rate increased to $162.45, while revenue per available room stayed around $102.81.
Source: 2025-2026 AirDNA 5
SECTION 3
MARKETING & ADVERTISING
Marketing and advertising efforts promoted Tualatin Valley as a travel destination by highlighting our region’s proximity to Portland and its access to wineries, outdoor activities and cultural experiences. To meet our strategic objective “Elevate our Brand Position Through Innovative Marketing,” an extensive integrated marketing and PR plan was executed to bring the messaging to our targeted audiences.
READ THE REPORT
COZY SEASON In the first half of Fiscal Year 2026, one of three key campaigns, “Cozy Season,” returned in the fall. • Launched “Cozy Season” campaign (SeptemberDecember), which included a mobile passport encouraging travelers to visit the coziest spots in Tualatin Valley
- Paid media advertising--out-of-home (OOH), digital, print and social media--in the Portland, greater Oregon and Seattle markets
- Public relations outreach and content creator partnerships
TAP SEASON
READ THE REPORT
In 2026, Explore Tualatin Valley took Tap Season to the next level, expanding it from a one-month promotion into a dynamic, two-month celebration. Running January 15 through March 15, the extended season didn’t just grow, it thrived. Awareness and engagement surged, Ale Trail Mobile Passport downloads doubled, and a full calendar of events drove customers into partner breweries, cideries, and taprooms. The result: a meaningful boost in traffic and sales during what is typically a slower season. Backed by a strategic $235,025 investment in advertising and PR, Tap Season spotlighted the makers and stories behind Tualatin Valley’s craft beverage scene, bringing its culture to life and leaving a lasting impression.
“IT WAS A HUGE WIN AND A GOAL OF MINE TO CAN THE ALE-PACA IPA,” SAID JOSH JOHNSON, OWNER OF BINARY BREWING.CO. “IT WAS THE FASTEST SELLING BEER IN BINARY’S HISTORY!”
HIGHLIGHTS OF THE CAMPAIGN INCLUDED: • Return of “Dale the Alpaca,” who made appearances at ETV’s pop-up events • New Ale-Paca West Coast IPA Collab Brew, created by 16 Tualatin Valley brewers
• Expanded Ale Trail Mobile Passport, with more than 40 participating breweries, cideries and taprooms • Partnership with the Portland Winterhawks and iHeartMedia for special events, such as Bacon & Beer 6
SECTION 3
MARKETING & ADVERTISING (CONT’D)
SPRING SIPS
HIGHLIGHTS OF THE CAMPAIGN INCLUDED:
Earlier this year, Silicon Valley Bank published its 2026 State of the U.S. Wine Industry Report, which revealed that overall, wine sales and revenue are declining, with no real relief expected in 2026. The report also addressed that walk-in traffic at tasting rooms is down as well, and successful wineries need to adapt to changing wants, such as offering fun, educational and foodpaired experiences. To address these concerns, we expanded our Spring Sips promotion, which celebrates our wineries, from one month to two. Running from May through June 2026, Spring Sips highlighted the region’s wineries, tasting rooms and winecentered experiences. Designed to inspire visitation, engagement and discovery, the campaign combined a mix of storytelling, digital tools, media outreach and strategic partnerships. The spring promotion kicked off with the annual Pink! Rosé Festival, May 17. The supporting advertising and PR plan was an investment totaling more than $445,000 for the two-month campaign.
• Spring Sips mobile passport, featuring 36 wineries, tasting rooms and restaurants, many with deals offered by participating wineries to encourage travelers to visit Tualatin Valley wineries • Spring Sips Hospitality Familiarization Tour, April 20, which connected 27 wine tour operators, wine buyers, restaurants, influencers and media to nine Tualatin Valley wineries at three estate vineyards • 5th annual Pink Rosé Festival, featuring 28 wineries and nearly 700 attendees • Wine pop-ups at Deadstock Coffee Beaverton and Hillsboro Pride • Paid media advertising--out-of-home (OOH), digital, print and social media--in the Portland, greater Oregon and Seattle markets • Public relations outreach and content creator partnerships
READ THE REPORT
“I HAD A GREAT TIME ON THE SPRING SIPS MEDIA TRIP AND LEARNING MORE ABOUT TUALATIN VALLEY’S WINE SCENE! IT BEING THE CLOSEST AVA TO PORTLAND MAKES IT AN EASY DAY-TRIP AND I’M EXCITED TO SHARE MORE WITH MY READERS.” - RACHEL DENNIS, THE MANUAL 77
SECTION 3
MARKETING & ADVERTISING (CONT’D)
DIGITAL PASSPORTS
PUBLICATIONS: MAPS, GUIDES & NEWSLETTERS
Throughout the fiscal year, ETV reintroduced a number of its digital mobile passports, which serve as guides to niche-specific businesses, with some allowing partners to offer specials and discounts. ETV worked with partners who opted in to help formulate their listings and special offers.
ETV created and distributed a library of guides, most of which are distributed via Certified Rack Display in more than 300 locations throughout the Portland Metro region, including PDX: • Summer/Fall and Winter/Spring Inspiration Guides: 23,927 distributed
• Arts Passport: Update and relaunch of its digital arts passport, which features 69 public art pieces throughout Washington County
• Tap Guides: 13,560 distributed • Wine Guides: 10,451 distributed
• Ale Trail Passport: Update of the digital guide to breweries and taprooms, with several offering specials for Tap Season
• Tourism Maps: 15,420 distributed ETV also runs robust email marketing campaigns targeted at a dedicated consumer list:
• Spring Sips Passport: Digital guide to wineries, and updated to include wine bars and wine-forward restaurants, with several locations offering specials for Spring Sips
• Distributed 12 engaging monthly newsletters to foster consumer and traveler interest • Total Newsletters distributed: 56,659
• Hero Passport: Digital guide to retail shops, launched for the inaugural Westside Comic Con
• Monthly Subscribers: 4,797 • Average Open Rate: 44.7% • Average Click Thru Rate: 5.3%
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SECTION 3
MARKETING & ADVERTISING (CONT’D)
WEBSITE In January 2026, the ETV website, tualatinvalley.org, went through a complete refresh, partnering with website developer Paperkite to create an inspirational site. The new site helps you plan a Tualatin Valley getaway with articles providing suggestions of things to do and where to eat, curated itineraries and spotlights on partners. Plus, the new site introduced an easy non-commission booking platform, powered by Ripe, featuring all Washington County properties and campgrounds, making it easy for visitors to find and book lodging without having to leave the website. For the entirety of FY25-26, the site welcomed more than 314,000 new visitors to tualatinvalley.org.
CLICK TO VISIT TUALATINVALLEY.ORG • Unique visits: 314,511 • Conversions* : 63,266 • Time Spent on site: 49 seconds
* Conversions are counted when
anyone does an action on the site, such as clicking on a business listing or ordering a guide.
SOCIAL MEDIA ETV’s social channels showed varied performance, aligning with broader national trends as engagement continues to shift toward platforms including TikTok and Instagram, while growth on Facebook has largely plateaued. TikTok and Instagram were our strongest social platforms for content performance and audience growth and engagement, with a 191% increase in followers on TikTok, bringing us to 5,236 followers total, and a 21% increase in followers on Instagram, catapulting us over the 10K mark. Facebook saw the largest follower loss, but maintained engagement year over year. Pinterest also saw lower engagement, due to a strategic change in investment from a paid media standpoint.
• Facebook: 14.7M Post Views
56.6K Interactions
• Instagram: 6.6M Views
72.2K Interactions
• TikTok: 17.4M Video Views
31.3K Engagement
• YouTube: 3.4M Views
8.5K Watch Time
• Pinterest: 14K Clicks
6.7M Impressions
EARNED MORE THAN 7.9 MILLION IMPRESSIONS EARNED ACROSS GOOGLE ADS, FACEBOOK, INSTAGRAM AND PINTEREST CAMPAIGNS IN FY25-26, ETV’S INSTAGRAM CHANNEL REACHED A MILESTONE 10,000 FOLLOWERS! 9
SECTION 3
MARKETING & ADVERTISING (CONT’D)
EXPEDIA During FY25-26, ETV conducted paid campaigns in partnership with major travel booking site Expedia to bring overnight stays directly to our region. In addition to an “always on” campaign, ETV also collaborated with Travel Oregon on seasonal co-op campaigns.
ALWAYS ON TOTAL INVESTMENT: $100,000 TOTAL IMPRESSIONS: 2,691,359 TOTAL CLICKS: 3,846 TOTAL ROOM NIGHTS BOOKED: 21,362 TOTAL REVENUE: $2,865,391
TRAVEL OREGON CO-OPS (RESULTS FOR CAMPAIGNS COMBINED) TOTAL INVESTMENT: FOUR $25,000 CAMPAIGNS TOTAL IMPRESSIONS: 2,017,000 TOTAL CLICKS: 2,170 TOTAL ROOM NIGHTS BOOKED: 9.3K TOTAL REVENUE: $1,312,288
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SECTION 3
MARKETING & ADVERTISING (CONT’D)
MARKETING PARTNERSHIPS Throughout the fiscal year, ETV invested in a mix of strategic partnerships, media collaborations, and original content production to extend campaign reach, strengthen destination visibility, and create high-quality assets for use across paid, earned, and owned channels.
Partner / Activation
Timing
Type
Strategic Value
Legendary Makers Market
July ‘25
Marketing Partnership
Strategic event partnership supporting destination visibility and audience engagement
Portland Classic LPGA Golf Tournament
August ‘25
Marketing Partnership
Partnership supporting brand exposure to regional and out-of-market audiences
Save the LP Record Show
November ‘25
Marketing Partnership
Event partnership aligned with arts, culture and visitor experience storytelling
Sport Oregon Hall of Fame
November ‘25
Marketing Partnership
Partnership supporting sports tourism visibility and industry relationships
Patricia Reser Center for the Arts
2025–26 Season
Marketing Partnership
Seasonal partnership supporting arts and culture promotion
Portland Winterhawks
2025–26 Season
Marketing Partnership
Sports partnership supporting regional brand awareness, and in venue promotion of Tualatin Valley wines
AUSL Portland Cascade Softball
2026 Season
Marketing Partnership
Sports partnership supporting visibility with new and emerging audiences and fans of women’s pro softball
KOIN-6 / CW
Ongoing
Broadcast + Video
Produced and aired 30-second campaign spots for Great Outdoors and Cozy Season; updated Tap Season and Spring Sips spots
KGW-8
Ongoing
Broadcast / Brand Rebranded The Reserve Golf Club and Vineyards Visibility weathercam as Explore Tualatin Valley
Here Is Oregon
Ongoing
Video Production + Digital
Produced four campaign videos supporting Cozy Season, Tap Season and Spring Sips
iHeartMedia
Ongoing
Broadcast + Audio
Produced campaign radio spots and interviews with brewers, winemakers and ETV leadership
SHRPA
Ongoing
Content Creation
Created photography, video and online content supporting destination storytelling
Sparkloft
July ‘25
Content Production
Produced new destination photography and video assets
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SECTION 4
PUBLIC RELATIONS & MEDIA
Explore Tualatin Valley values the power of planned and strategic public relations, as we recognize the specialized effort needed to gain local and travel media attention through story planting and pitch activities. In addition to internal PR efforts, we also worked with Lawrence Public Relations to help bring brand awareness to the traveling public by securing media placements in print and online publications, and also work to increase our visibility with residents, partners, and visitors by working on stories with local broadcast media.
Top articles that resulted from ETV public relations efforts included:
• Hosted 18 media and influencer visits, featuring notable locations such as hotels, wineries, restaurants and local attractions, boosting destination visibility
• “Oregon’s Scenic Lake Less Than An Hour Outside Portland Offers Excellent Fishing Spots And Hiking Trails,” Kelley Dukat, Yahoo! Travel, April 20, 2026
• Distributed 7 ETV-related press releases and 36 topics pitched during the fiscal year, reaching more than 380 media and influencers
• “How Tap Season, Dining Month are driving business in tough times,” Malia Spencer, Portland Business Journal, May 14, 2026
• “4 Colorful Wine-Country Drives,” Allen Cox, Northwest Travel & Life,” September 2025 • “Oregon’s Tualatin Valley: A fertile crescent of wine and whimsy,” Ryn Pfeuffer, 1889 Magazine, October/November 2025 • “Off to Cascadia!,” Art Stricklin, Avid Golfer, October 2025 • “Winter Getaway to Tualatin Valley,” Jennifer Burns Bright, November/December 2025
• Secured 248 media placements in outlets, including Northwest Travel + Life, AAA VIA, 1889 Magazine and Avid Golfer, with a combined total reach of 2.8 billion impressions • Wrote nine articles for the Beaverton Resource Guide • Promoted local attractions and events through story pitches, further establishing Tualatin Valley as a travel destination • Attended the SATW annual conference in Detroit, Michigan (September 2025) and networked with dozens of travel writers and destination professionals • Participated in SATW’s virtual media marketplace in June and met with more than a dozen travel writers in one-on-one virtual meetings
READ THE REPORT
PORTLAND BUSINESS JOURNAL
25-26 PR AND MEDIA COVERAGE REPORT
READ THE ARTICLE
AVID GOLF
NORTHWEST TRAVEL & LIFE 12
SECTION 5
GROUP SALES
In FY25-26, group sales and travel trade efforts focused on rebuilding sales infrastructure and realigning our approach to support future growth. This period centered on aligning work with Explore Tualatin Valley’s pillars, partner sales goals and event and meeting planner priorities and logistics. The new sales team, hired Fall 2025, efforts emphasized strengthening partner readiness, improving data accuracy and establishing a more service-driven, planner-focused sales approach.
GROUP LEAD ACTIVITY
• 68 unique direct leads and prospects
• 14,967 tentative room nights
KEY RESULTS
• 19 definite leads generated
• Re-established relationships with key lodging and venue partners
• 5,144 definite room nights and 6,762 event attendees
- Conducted 63 site visits with key lodging partners and event venues
• Expanded professional outreach and visibility via LinkedIn
- 722 new followers following targeted outreach efforts,
including increased engagement from core audiences, including hospitality, government, nonprofit and eventrelated industries aligned with group sales goals
- New total of 1,732 followers
• Cvent (a platform that helps DMOs market their region’s offerings directly to meetings and event planners):
- 219 Leads - 13% volume increase YOY - 26 New Planners - 13% increase YOY of new planner engagement
WINGSPAN EVENT & CONFERENCE CENTER
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SECTION 5
GROUP SALES (CONT’D)
KEY GROUP SALES EFFORTS Throughout FY25–26, ETV focused on strengthening the foundation for more targeted, collaborative and effective group sales efforts - deepening industry relationships, refining priority audiences, improving sales tools and systems, and expanding destination readiness.
BUSINESS DEVELOPMENT & INDUSTRY PRESENCE ETV represented Tualatin Valley at two key industry trade shows (HelmsBriscoe Annual Business Conference and IPW) focused on generating qualified opportunities, strengthening industry relationships and staying connected to evolving group travel trends.
SHARPENING OUR SALES APPROACH In-depth listening sessions with hotel partners helped inform the FY26–27 sales strategy, while the development of distinct “meeting, sports and tour/travel planner personas” provided a clearer understanding of how priority audiences source and select destinations. These personas were aligned with Tualatin Valley’s established offering pillars to strengthen product fit, messaging and outreach.
HOTEL QUARTERLY MEETING
PARTNER & DESTINATION ALIGNMENT Ongoing outreach, quarterly hotel meetings and direct engagement with hotel, venue, sports and community partners strengthened destination-wide sales collaboration. ETV also developed the framework for a biannual Explore Tualatin Valley Sports Alliance, focused on business development, stakeholder alignment, community engagement and future bid opportunities.
SALES TOOLS, MARKETING & INFRASTRUCTURE ETV expanded its sales toolkit with seven new planner one-sheets, new photography and video assets, and a strategic advertising program targeting priority group audiences. Behind the scenes, the team also strengthened sales operations by validating hotel and venue information, standardizing CRM and property data, and improving leadmanagement processes.
IPW
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SECTION 6
PARTNER & COMMUNITY ENGAGEMENT • North Plains Economic Development Commission Meeting | April 1, 2026
ETV values the importance of a consistent, visible presence in our destination community. By maintaining strong connections with local businesses, government agencies and community groups, we ensure that tourism initiatives align with the needs and values of the community, facilitating the creation of inclusive visitor experiences and exceptional quality of life for residents. By being a visible and involved entity within the community, ETV builds trust, support and a sense of shared purpose, ultimately contributing to a thriving tourism ecosystem that benefits all partners and residents.
• Chehalem Mountains Winegrowers Association Meeting | April 26, 2026 • Board of Commissioners National Travel & Tourism Week Proclamation | May 5, 2026 • Regional Cooperative Tourism Program | Portland Region Meeting | Quarterly Meetings • Portland Region Partnerships Alliance | Quarterly Meetings
COMMUNITY ENGAGEMENT/PARTNERSHIPS KEY EFFORTS IN FY 2026/2027:
ETV IN THE COMMUNITY Throughout FY25–26, ETV maintained an active presence across Washington County and the broader tourism community, participating in partner events that strengthened relationships, supported information sharing, and kept the organization connected to the priorities and opportunities shaping our communities.
• Conducted more than 110 one-on-one meetings and partner visits • Conducted outreach and engagement with more than 75 new partner businesses
COLLABORATION AND COMMUNICATION • Fostered collaboration through newsletters and on-the-ground engagement, building community awareness and support • Distributed direct mailings and campaign follow-ups, such as the Spring Sips 2025 Wrap-Up Report and Tap Season 2026 Wrap-Up Report to all winery and brewery partners, respectively
ETV engaged with local chambers and business organizations through multichamber gatherings, annual luncheons and networking events in Beaverton, Tigard, Forest Grove, Banks and North Plains. The team also participated in civic and government engagement, attending State of the City and annual address events in Hillsboro, Beaverton, Forest Grove, Cornelius and Tualatin.
• Facilitated planning sessions, including three Tap Season 2026 planning sessions and three Spring Sips 2026 planning sessions
EVENT HOSTING • Explore Tualatin Valley Night at the Hops | August 14 | Attended by more than 75 tourism partners for a night of baseball and networking • Annual Cozy Season Holiday Open House | December 11 | Attended by more than 100 partners • Nordic Night | Oregon Destinations Association Closing Event | Nordic Northwest | 100+ attendees
WASH. CO. PROCLAMATION
GREAT OUTDOORS SUMMER BBQ EVENT
Beyond business and civic engagement, ETV remained connected to the broader tourism, cultural and destination-development community through Travel Oregon, Travel Portland, The Intertwine Alliance and the Patricia Reser Center for the Arts. Participation in the Forest Grove High School Career Expo and the Tigard Festival of Balloons Multi-Chamber Event further extended ETV’s presence into workforce development and signature community events.
• Portland Winterhawks Partner Night | 17 Tap Season partners represented | 70+ attendees • Outdoor Recreation Listening Session | 12 outdoor recreation organizations represented • Great Outdoors Summer BBQ Event | 9 outdoor recreation partners represented | 70+ attendees
INDUSTRY EVENTS & MEETINGS
Together, these touchpoints help ETV maintain an ongoing dialogue with the people and organizations shaping Tualatin Valley - strengthening relationships, identifying opportunities for collaboration, and ensuring tourism remains connected to the communities it serves.
• Hotel Quarterly Meetings | Quarterly meetings with hotel partners | Quarterly • Annual Association of Oregon Counties Conference (AOC) | Eugene | Representing District 8 | November 20, 2025 15
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PARTNER & COMMUNITY ENGAGEMENT (CONT’D)
PARTNER ENGAGEMENT
WASHINGTON COUNTY RESIDENT SENTIMENT STUDY
Behind the scenes, Community Engagement & Partnerships collaborated with partners across three seasonal initiatives.
In January, ETV commissioned Longwoods International, a leading market research consultancy, to conduct a Resident Sentiment Survey to gather feedback from Washington County residents to better understand how tourism impacts their lives and how the industry can continue to benefit both locals and visitors.
TAP SEASON: • Recruited 44 breweries and taprooms to participate in Tap Season to include all communications • Coordinated and attended seven pre-launch partner meetings
ETV engaged 23 community and municipal partners to assist ETV in posting the survey in their own communications to residents. Several partners, including Washington County, Tualatin Hills Park and Recreation District and Tualatin Valley Creates, as well as city entities and chambers of commerce also shared the survey through their social media channels. Additionally, ETV ran digital ads on Carpenter Media Group partner sites: The Beaverton Valley Times, The Forest Grove News Times, The Valley Times and The Hillsboro News Times. Longwoods collected 684 qualified resident survey submissions.
• Organized and managed all communications and opt-ins for the Ale-Paca IPA collab beer event on January 6, and the brewers first taste event on Jan 22 • Put together and distributed 44 promotional kick off kits • Held Tap Season Wrap Meeting and provided a survey for those who couldn’t attend
SPRING SIPS: • Recruited 40 partners (wineries, tasting rooms, bottle shops and restaurants) to participate in Spring Sips to include all communications • Coordinated and attended five pre-launch partner meetings • Put together and distributed 40 promotional kick off kits
HERO PASSPORT: • Facilitated outreach to 70+ partners to participate in Westside Comic Con’s event attendee passport
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SECTION 6
PARTNER & COMMUNITY ENGAGEMENT (CONT’D)
STRATEGIC INVESTMENT UPDATES As a destination organization, we have leadership responsibilities beyond marketing, promotion and selling of the destination. Tourism brings in approximately $756.4 million to our community and has the potential to further diversify the Washington County economy. Through partnerships with stakeholders, our goal is to establish high-quality visitor experiences that excite, educate and reward visitors and residents alike.
HEART & INSPIRATION EVENT STRATEGIC INVESTMENT GRANT PROGRAM ETV’s Heart & Inspiration Event Strategic Investment Grant Program supports nonprofit-led festivals and events that attract overnight and day visitors to Washington County while strengthening the experiences that make Tualatin Valley worth visiting. In FY25–26, ETV awarded $46,700 to 21 local organizations supporting 25 events aligned with the organization’s strategic priorities.
Experience Type Arts, Culture & Entertainment
Cultural & Heritage Experiences
Organization
Supported Event
Washington County Art Alliance
Washington County Open Studios
Oct. 18–19, 2025
Bag&Baggage Productions
Hillsboro Film Festival
Apr. 24–26, 2026
Third Angle New Music
Hagg Lake Concert Series
June 14 & July 12, 2026
Beaverton Area Chamber of Commerce
Concerts in the Round
June–Aug. 2026
Florian Raqueño Productions
Beaverton Music Festival
Aug. 15, 2026
Experience Theatre Project
End of Summer Carnivàle
Aug. 29, 2026
Washington County Art Alliance
Washington County Open Studios Tour
Oct. 17–18, 2026
Indigenous Student Alliance / Pacific University
Annual Reconciliation Powwow
May 2, 2026
Nordic Northwest
Midsummer Festival
June 26–27, 2026
Centro Cultural
El Grito
Sept. 16, 2026
Adelante Mujeres
Día de los Muertos Celebration
Oct. 28, 2026
City of Tualatin
West Coast Giant Pumpkin Regatta
Oct. 19, 2025
Forest Grove Cornelius Chamber of Commerce
November Wine Walk
Nov. 8, 2025
Boba Dash
June 6, 2026
Elephant Garlic Festival
Aug. 7–9, 2026
Banks Sunset Park Association
Banks BBQ
Aug. 14–16, 2026
City of Tualatin
West Coast Pumpkin Regatta
Oct. 18, 2026
Beaverton Downtown Association
Booverton
Oct. 26, 2025
North Plains Events Association
North Plains Jingle Parade
Dec. 4, 2025
City Club Forest Grove
Holiday in the Grove
Dec. 5, 2025
Tigard Festival of Balloons
Festival of Balloons
June 26–28, 2026
City of Banks
4th of July Fireworks Show
July 4, 2026
Downtown Association of Forest Grove
Forest Grove Fourth of July Celebration
July 4, 2026
Tualatin Riverkeepers
Tualatin Valley Earth Month
Apr. 25, 2026
Rotary Club of Forest Grove
Concours d’Elegance
July 18-19, 2026
Culinary, Agritourism Beaverton Downtown Association & Seasonal North Plains Events Association
Community Festivals & Celebrations
Outdoor Recreation & Special Interest
Date
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DESTINATION DEVELOPMENT
Destination development is the intentional, long-term enhancement of a place’s assets and experiences, and through ETV’s Foundation Awards and other grants, these investments help catalyze projects that strengthen local economies, support community priorities, and create lasting benefits for residents and visitors alike.
FOUNDATION AWARD GRANTS The Foundation Grant Award is an annual competitive award program that may offer to support up to $20,000 of funding to projects that will generate overnight visitation and serve as a platform for cultural and economic growth. In FY25-26, ETV awarded six organizations with Foundation Awards grants, totaling $73,375. Applications were submitted and vetted by ETV’s Executive Committee, and awards were presented in December: • Rice Northwest Museum of Rocks and Minerals: Updated outdoor exhibit and pavilion • Tigard Downtown Alliance: Glass baskets for a permanent art display in downtown Tigard • The FLIP Museum: Permanent and mobile children’s interactive exhibit about the Atfalati-Kalapuya • Hillsboro Tuesday Marketplace: Updated modular event stages • Tigard Chamber of Commerce: Public art murals
THE FLIP MUSEUM
• Girl Scouts of Oregon and Southwest Washington: Concrete repair and ADA ramp for the main lodge at Mountaindale West
CHAMBERS OF COMMERCE TOURISM DEVELOPMENT GRANTS Each of Washington County’s nine Chambers of Commerce was awarded $10,000 to assist with operating visitor information centers. Each visitor center is strategically placed around the county.
REGIONAL COOPERATIVE TOURISM PROGRAM (RCTP) GRANT FUNDING Scoggins Valley Park and Henry Hagg Lake: “Wonder Windows” art installation, which was completed September 2025, is comprised of 18 large, doublesided transparent panels, created by local artist Emily Jung Miller, that are installed around the lake’s trails and showcase vibrant illustrations of local plants, animals and ecosystems to encourage discovery and connection with nature.
RICE NORTHWEST MUSEUM OF ROCKS & MINERALS
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DESTINATION DEVELOPMENT (CONT’D)
OREGON WINE COUNTRY LICENSE PLATE TOURISM PROMOTION PROGRAM
TOURISM SIGN PROGRAM ETV launched its first-ever Tourism Sign Program, which allowed local businesses that were eligible to obtain official Tourist Oriented Directional roadside signs via the Oregon Travel Information Council (OTIC) to receive grants toward the cost for a new sign or a renewal of an existing sign. A total of 15 businesses received funds from this pilot program, with ETV disbursing a total of $18,062.
ETV was named as the official steward of Region 5’s (Washington, Multnomah and Columbia counties) portion of money for wine promotion and marketing, collected by Travel Oregon from the Wine Country License Plate funds. In FY25-26, $108,003.89 funds were used for marketing and advertising Tualatin Valley’s wine industry in various wine-related publications, including Oregon Wine Press, Wine Spectator, Wine Enthusiast and Imbibe, along with social media series “Unannounced” and ETV’s wine guide distribution through Certified Rack Display.
Recipients included: • Apolloni Vineyards • Benza Vineyards • Blizzard Wines • Century Hotel • Cooper Mountain Vineyards • DAnu/AKOR • David Hill Vineyards • Eagles Nest Reserve Vineyard and Winery • Helvetia Tavern • Motel 6 Tigard/Portland • Oak Knoll Winery • Raptor Ridge Winery • Rogue Brew Pub and Eatery • Sake One • Sidereus/Vintage 98
TOURISM SIGN PROGRAM
OREGON WINE LICENSE PLATE
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SECTION 7
DESTINATION DEVELOPMENT (CONT’D)
WHEEL THE WORLD In October, Tualatin Valley was designated as an Accessible Destination via Wheel the World, one of the leading travel sites for travelers with disabilities. ETV, in partnership with Travel Oregon, now has 43 “Accessibility Verified” locations in Washington County, ranging from hotels and restaurants to wineries, breweries and attractions. Oregon is also the first “Accessibility Verified” state in the country.
BIKE HUB REFRESH Explore Tualatin Valley contracted with C2 Consulting to repair and refresh 11 bike hub locations across Washington County, as part of the Regional Cooperative Tourism Program (RCTP). The project included installation of new maps, new tools and updated visitor information. This project is projected to be completed by August 2026.
DMAP CERTIFICATION In July, ETV obtained their accreditation as part of Destinations International’s Destination Marketing Accreditation Program. This distinction serves as a visible industry distinction that defines quality and performance standards in destination marketing and management. ETV was recognized at the Annual Destinations International Convention in Chicago, IL, on July 9, 2025.
WHEEL THE WORLD
DMAP CERTIFICATION
BIKE HUB REPAIR STATION 20 20
SECTION 8
INDUSTRY ENGAGEMENT & EDUCATION INDUSTRY ENGAGEMENT One of the pillars of ETV’s Strategic Plan is to “develop and retain a skilled and engaged team,” which includes investing in educational opportunities and encouraging team members’ participation on boards and committees.
BOARD LEADERSHIP & INDUSTRY ADVOCACY ETV’s leadership team actively served on boards and committees for local, regional and national organizations: • Statewide & Regional Policy: As president and CEO, Dave Parulo held seats across essential decisionmaking bodies, including the Oregon Destination Association (ODA) Board, Oregon Parks and Recreation Commission, Metropolitan Exposition Recreation Commission, Sport Oregon and the Salmonberry Trail Intergovernmental Agency. • National Advocacy: On the national stage, Dave Parulo and Nicole Bradin contributed to Destinations International (DI) via its Advocacy Committee and the Community Professionals Task Force. Sylke Neal-Finnegan was involved with diversity, equity and inclusion efforts at both the state and national levels, with leadership roles with the Public Relations Society of America (PRSA) Oregon Chapter, the national PRSA DEI Committee and the Society of American Travel Writers (SATW).
DAVE PARULO OREGON DESTINATIONS ASSOCIATION ANNUAL CONFERENCE
• Local Organizations: The ETV team stayed deeply connected to our local community through board positions with Tualatin Valley Creates, the Broadway Rose Theatre Company and the Wilsonville Tourism Promotion Committee.
CONTINUOUS LEARNING & CAPACITY BUILDING To stay ahead of industry trends and deliver maximum value to the tourism community, ETV prioritized ongoing education. The ETV team pursued high-level professional accreditations, including the Oregon Tourism Leadership Academy (OTLA) certification. Additionally, the ETV team maintained a strong presence at regional and national conferences, including Destinations International’s Annual Convention, U.S. Travel’s ESTO, the Women Leading Travel Forum, the Tourism Academy and the PRSA Travel & Tourism Conference. Regionally, ETV participated in state-level learning opportunities, such as the annual Oregon Governor’s Conference on Tourism, the Oregon Destinations Association Conference and Travel Oregon’s specialized programs, with topics including sustainable food systems and destination development.
NICOLE BRADIN & ARIEL LESSENS TRAVEL OREGON DESTINATION BOOTCAMP 21 21
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EXPLORE TUALATIN VALLEY STAFF & BOARD OF DIRECTORS Dave Parulo President & CEO
Danielle King Finance Officer
Claire Fisher Chief Marketing Officer
PARTNERSHIP
Nicole Bradin
VP of Community Engagement
MARKETING & COMMUNICATIONS
SALES & SERVICE
Jill Baker
Sales & Service Coordinator
Dylan Welles Destination Representative
Sylke Neal-Finnegan
VP of Communications & Public Relations
Anette Gullholm Marketing & Partnerships Manager
Daniel Gering Technical Services Manager
Chris Glawe Senior Graphic Designer
Ariel Lessens
Destination Development Manager
BOARD MEMBERS
BOARD OF DIRECTORS FY 2025-2026
Mayor Tim Rosener | City of Sherwood Deanna Palm | Washington County Chamber of Commerce Marisa Hoiem | Element Portland Beaverton Charlie Sitton | Century Hotel
EXECUTIVE COMMITTEE
Doug Menke | Tualatin Hills Park & Recreation District
Board Chair Laurine Apolloni | Apolloni Vineyards
Mathea Zietz | McMenamins Grand Lodge
Immediate Past Chair K.L. Wombacher | Hillsboro Hops
Alex Kircher | Golden Valley Brewing Commissioner Jason Snider | Washington County
Treasurer Darren Harmon | Bullwinkle’s Wilsonville
Jim Etzel | Sport Oregon
Secretary Tracy Reynolds | Beaverton Courtyard by Marriott
Josh Johnson | Binary Brewing Co. Carly Riter | Intel Corporation
Dan Murphy | Broadway Rose Theatre Company
Mia Ponzi-Hamacher | Sosta House
Les Davis | Lithtex Printing Solutions
Steve Winkle | Port of Portland 22
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STRATEGIC PLAN FY25-FY27
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12725 SW Millikan Way, Suite 210 Beaverton, OR 97005 U.S.A.
Toll Free: 800-537-3149 Main: 503-644-5555 email: info@tualatinvalley.org
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