Springfield Chamber’s TRT Grant Services Report Highlights Visitor Experience

February 24, 2025

The Transient Room Tax (TRT) grant has been a vital source of funding that leverages the Chamber’s existing “backbone” to provide marketing, visitor services, and community information that drive the City’s economic growth. The Springfield Area Chamber of Commerce has strategically utilized the TRT grant to strengthen tourism infrastructure, spotlight local attractions, and deliver exceptional visitor experiences. Deliverables, accomplishments, activities, and measurable impacts align with the goals of promoting Springfield to non-local visitors. The Chamber is grateful to the hospitality industry and to City partners for the long-standing partnership.

1. Tourist Information Services
The Springfield Area Chamber of Commerce’s Visitor Center serves as the “front door” for Springfield, welcoming local residents, visitors, and new community members. The Visitor Center is located at the Historic Southern Pacific Railroad Depot at the western gateway to downtown, is easily accessible from the freeway and is open to the public Monday through Friday from 8:30am – 5:00pm throughout the year. By maintaining resource-rich and user-friendly digital platforms, the Chamber also connects visitors to the best Springfield has to offer, from cultural and historical attractions to recreation and relocation resources any day, any time. Significant facility interior improvements in recent years have enhanced the visitor experience, making the Center a cornerstone of Springfield’s tourism outreach.

Visitor Center Services
The Chamber manages the Springfield Visitor Center as a hub of information and resources for local, national, and international visitors. Open five days a week, the Center offers personal, responsive service via in-person visits, phone calls, emails, and its robust website. Visitors frequently seek information on maps, lodging, dining, shopping, biking, public services, and cultural or recreational activities, such as visits to Dorris Ranch, Springfield’s downtown murals, the History Museum, the Emerald Art Center, and Splash!

The Chamber also supports those relocating to Springfield, with relocation packets customized for individuals, employers recruiting talent, and families planning moves. These packets are delivered by hand and mailed across the United States, with destinations including California, Michigan, and Arizona, providing valuable insight into Springfield’s livability.

In 2024, the Chamber’s tourism-focused web pages attracted approximately 7,500 views from 2,400 unique users, representing 14% of total website views and 16% of unique traffic.
The most common inquiries include maps, biking routes, the Simpsons Mural, and recommendations for dining and attractions, followed by relocation information requests.

2. Facility Improvements (2021–2023)
The Chamber has made significant investments to enhance the Visitor Center, ensuring it remains welcoming, functional, and accessible. These enhancements ensure that visitors to Springfield not only find the information they need but also enjoy a positive, memorable experience that reflects the community’s dedication to hospitality and inclusivity.

Hearing Loop Installation (2023): In partnership with Travel Lane County, the Chamber installed hearing loop technology, improving accessibility for visitors with hearing impairments.

Bike Rack Installation (2023): A collaboration with the City of Springfield added a bike rack, promoting cyclist-friendly tourism and sustainability.

Interior Renovations (2021–2022): A comprehensive $100,000 remodel refreshed the Center’s lobby, office, furnishings, technology, and meeting spaces. This project was funded through Chamber resources, grants, business donations, and in-kind contributions from community partners. The Chamber’s 2021–2022 interior renovations have enhanced its ability to accommodate small to medium-sized meetings for businesses, partners, and community organizations like the Willamette Cascade Model Railroad Club, the Cambios LatinX business accelerator graduation, and Springfield City Club meetings, to name a few.

Railcar Restoration (2022–Present): Several external repairs to the railcar adjacent to the Center were completed in partnership with volunteers, donors, and in-kind service providers, representing an estimated $25,000 investment.

3. Springfield Promotions: Showcasing and Celebrating Our Community
The Springfield Chamber of Commerce has strategically elevated Springfield’s profile as a destination for visitors, businesses, and residents through a combination of targeted marketing campaigns and earned media coverage. These efforts leverage the Chamber’s platforms to highlight the city’s unique offerings and achievements.

Print and Digital Marketing Campaigns and Earned Media
Through robust marketing initiatives, the Chamber has positioned Springfield as a vibrant and welcoming destination.

Earned Media Coverage: Featured in respected publications such as Eugene Magazine, The Chronicle, Register-Guard, The Oregonian, and Business Magazine. These articles showcased Springfield’s attractions, events, and economic development achievements.

The Chamber’s Springfield Magazine+Directory celebrates Springfield’s contribution to regional economic and community development. In 2024, 3500 copies were printed and distributed at no cost to offices, hotels, and through a partnership with The Chronicle at newsstands throughout the region. This year’s digital version is made available online and is expected to reach even broader audiences.

In 2024, posts promoting new business achieved 12,912 reach, 17,881 views, and 14,244 impressions across Facebook, Instagram, and LinkedIn. Grand openings for Marcola Meadows and Chick-fil-A garnered extensive engagement across the Chamber’s digital platforms – Chick-fil-A generated 4,017 views on Instagram and over 9,600 views on Facebook. Overall, the Chamber’s social media presence saw significant growth in 2024, most notably on Instagram with 18.7K views (+150% YOY) and 6.9K reach.

Major Promotions and Recognitions
The Chamber earned recognition for its efforts to showcase Springfield’s revitalization and community spirit.

Destination Awards:
- 2024 Travel Lane County Destination Award: Honored downtown Springfield for its revitalization achievements in partnership with the City of Springfield. The Chamber produced a short promotional video highlighting this recognition which attracted over 1,000 views across platforms.
- 2021 Travel Lane County Tourism Ambassador Award: Recognized the Chamber’s leadership in advancing tourism initiatives.

Digital Campaigns:
- Springfield Bottom Line: The Chamber is able to leverage its online news to promote Springfield to broad audiences and demographics. The Bottom Line recorded 54,781 views and over 30,000 unique users in 2024, with top-performing content featuring community event highlights next to business and community profiles and program recaps.
- Legacy Video (2024): A six-minute feature showcasing the city’s progress and pride and celebrating Springfield’s community revitalization achieved 5,040 impressions and 592 views.

Special Events
The Chamber successfully promoted and celebrated Springfield’s unique cultural and community events

TV Feature: A May 2024 segment on KOIN-TV’s Everyday Northwest spotlighted downtown Springfield as a destination, produced in partnership with Travel Lane County.
Community Celebrations:
- Events included Noche Cultural, the unveiling of a community mural during the Block Party, Upstream Art, Light of Liberty, and the Springfield Heritage Awards.
- These events fostered local pride and reinforced Springfield’s reputation as a culturally rich and vibrant community.

4. Tourism Partnerships: Fostering Collaboration and Enhancing Community Impact
Through dynamic partnerships and venue services, the Chamber plays a pivotal role in promoting tourism, cultural engagement, and community connections. These efforts leverage collaborations with regional and local partners to elevate Springfield as a destination for visitors and a hub for community events.

Partnerships, Investments, and Representation
The Chamber strengthens community ties through partnerships in local projects and event sponsorships.

The Chamber actively collaborates with Travel Lane County, regional and local organizers and venues to align tourism strategies.

The Chamber’s president and CEO serves on the Travel Lane County Board of Directors, ensuring Springfield’s priorities are integrated into regional tourism strategies.

Partnered on high-profile initiatives to promote cultural, sporting, and recreational tourism events to enhance Springfield’s visibility during major sporting and cultural events. Recent examples include the U.S. Olympic Trials, TrackTown USA activations, the Track & Field Hall of Fame induction, and the Hanmadang Tournament.

The Block Party Mural Sponsorship at Emerald Art Center: A $2,000 investment contribution to this project celebrating Springfield’s revitalization and inviting community engagement reflected Springfield’s commitment to cultural vibrancy.

The Chamber also partners with City departments and local nonprofits to promote Springfield’s cultural and heritage initiatives that improve upon revitalization.
- In 2024, events like the Springfield 2^nd Fry Art Walks, Noche Cultural, The Block Party, and The Mayor’s Revue to name a fewamassed nearly 5,500 impressions and 5,000 views across digital marketing platforms. Other events, including the Springfield Public Library ribbon cutting and LES Art & Culture Day, garnered significant engagement.

5. In Summary
Through strategic partnerships, impactful marketing campaigns, and community-driven initiatives, the Chamber has elevated Springfield as a destination for residents and visitors alike, supporting the City of Springfield’s tourism and economic development goals.

Visitor Engagement: Delivered exceptional services through the Springfield Visitor Center, enhanced by $100,000 in renovations and ongoing operational support. Achieved 7,500 web page views and increased relocation inquiries nationwide.

Economic Impact: Strengthened tourism-driven events and programs, contributing to multi-year TRT revenue growth and bolstering Springfield’s regional economic footprint.

Collaborative Success: Partnered with Travel Lane County and local organizations to promote Springfield nationally through campaigns like the U.S. Olympic Trials and TrackTown USA activations.

Media Reach: Secured earned media coverage in prominent publications and amplified promotions with nearly 55,000 views on the Springfield Bottom Line blog and 14,000 impressions from ribbon-cutting events alone.

Cultural Investment: Supported vibrant community projects, including the Bayne Gardner mural and heritage-focused initiatives like the Railcar Restoration and annual Noche Cultural celebrations.