2025 Visitor Industry Celebration and Educational Summit

May 19, 2025

The hospitality industry plays a vital role in the Eugene, Cascades & Coast region, employing 1 in 9 workers and creating memorable Oregon experiences for more than 5 million visitors each year. These visitors generate over $1 billion in economic impact annually, contributing more than $50 million in state and local taxes—including over $23 million in lodging taxes in fiscal year 2024 alone.

Lodging tax revenues have helped fund major community assets like the Hult Center for the Performing Arts and the Florence Events Center. Today, these funds continue to support key facilities such as the Lane Events Center and County parks, while cities across Lane County invest in local festivals, arts, culture, and more. This impact is something to celebrate.

On May 22, Travel Lane County will host the 2025 Visitor Industry Celebration and Summit—an event honoring the individuals and organizations that serve our residents and guests throughout the year. Held at the Shedd Institute for the Arts, the celebration is presented by Mereté Hotel Management and Summit Bank, with the breakfast keynote and educational summit sponsored by Turell Group.

The morning begins with a keynote address by Dave Moss, Executive Director of the Eugene Symphony Association (ESA) and a bold, innovative leader in the arts. Prior to joining ESA, Moss served as President and CEO of the Hawai’i Symphony Orchestra (HSO), where he collaborated across the organization to elevate artistic programming, strengthen finances, and expand community engagement. During his tenure, he was recognized as one of Hawai’i’s Most Admired Leaders by Pacific Business News.

A recovering violist, Moss has performed at world-renowned venues including Disney Concert Hall, Carnegie Hall, Madison Square Garden, and Coachella. His diverse musical collaborations span artists such as The Who, Kanye West, Itzhak Perlman, Renée Fleming, and cast members from Hamilton. He holds degrees from the University of Chicago, The Juilliard School, and Oberlin College & Conservatory of Music.

Following the keynote, attendees can choose from three informative breakout sessions:

Travel Lane County 101
Sustainable Pathways: How Local Businesses Are Leading the Way
Accessibility and Travel: Community Collaboration for an Inclusive Destination

The Industry Celebration Luncheon will follow the summit sessions, featuring remarks from Travel Lane County’s new President & CEO, Samara Phelps. This marks her first Visitor Industry Summit in her new role, and she will share updates on the industry and preview the development of a 10-year destination master plan.

A Eugene native, Samara began her tourism career with Travel Lane County, holding roles including Visitor Services Coordinator, Director of Visitor Services, and Director of Stakeholder Relations from 2007 to 2015. She later joined Clackamas County Tourism and became its Executive Director in 2019, overseeing promotion of the Mt. Hood Territory region and leading the Mt. Hood & Columbia River Gorge Regional Destination Management Organization (RDMO).

Samara is a University of Oregon alumna with a Bachelor of Arts in General Science and a minor in Business Administration. She holds a VisitAble Disability Inclusion Certificate and is a graduate of both the Oregon Tourism Leadership Academy and the Chinook Institute for Civic Leadership. An active community member, she also serves as President of Nearby Nature in Eugene.

A highlight of the day’s activities is the Visitor Industry Awards, which are presented to a stellar group of individuals and organizations who have helped Travel Lane County’s visitor economy thrive over the past year. Award categories include:

Destination Award
Presented to a business or individual who, through their efforts, have excelled in promoting the community and the Eugene, Cascades & Coast as a visitor destination.

Community Leadership Award
Presented to a group, business or individual that has significantly contributed to the Eugene, Cascades & Coast region’s tourism industry or visitor experience through an advocacy program(s), visitor product(s), or community development.

Sports Leadership Award
Presented to a local resident(s) or business that is directly responsible for the confirmation of a sports event, which brings in a significant number of overnight visitors to Lane County.

Convention Leadership Award
Presented to a local resident(s) or business that is directly responsible for the confirmation of a meeting or event, which brings in a significant number of overnight visitors to Lane County.

Placemaking Award
The Eugene, Cascades & Coast Placemaking Award is presented to a business or organization that supports or creates community-led, equity centered arts and culture efforts that strengthen people’s connections to each other or Lane County.

Legacy Award
The Legacy Award is presented to a group, business or individual that has significantly contributed to the Eugene, Cascades & Coast region’s tourism industry or visitor experience through a lifetime of service.

A heartfelt thank you to Travel Lane County’s generous sponsors—Mereté Hotel Management, Summit Bank, and Turell Group—as well as their gracious hosts at The Shedd Institute for the Arts. Stay tuned for the announcement of award recipients and event highlight videos following the celebration!

About Travel Lane County
Travel Lane County is a private, non-profit 501(c)6 corporation, founded in 1980. Our organization markets Lane County as “Eugene, Cascades & Coast.” Travel Lane County is funded by member and partner support and transient lodging tax generated at lodging facilities and campgrounds. Our mission is to grow overnight visitors for a vibrant, year-round countywide economy. As partners with business, civic, government and community groups, including our 500+ members, we provide visitors with extensive services and resources to ensure a quality visitor experience within Lane County. Travel Lane County staff and its members are committed to providing locals and visitors the Oregon experience. We recognize our industry thrives when visitors return and when they share their positive experiences with family and friends who become inspired to visit the Eugene, Cascades & Coast region. We encourage all member organizations to print the Member Commitment to Quality and proudly display it for employees and visitors. Our members benefit from unique and collective advertising and marketing opportunities with targeted exposure to area visitors. Travel Lane County is comprised of a dedicated management team, with longevity in the industry; a 30-member board of regional business leaders volunteering their time and insight; a friendly and professional front-line staff at our visitor center and mobile outreach; and an enthusiastic group of volunteers and interns assisting throughout the organization.