Curiosity, Wine, and Community — Marketing Southern Oregon with Travel Medford cover art

Curiosity, Wine, and Community — Marketing Southern Oregon with Travel Medford

Curiosity, Wine, and Community — Marketing Southern Oregon with Travel Medford

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 In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren sits down with Carol Skeeters Stevens, Chief Marketing Officer at Travel Medford, to explore how curiosity, community partnerships, and evolving marketing strategies shape tourism in Southern Oregon. Recorded during the Oregon Governor’s Conference on Tourism, the conversation touches on the changing role of destination marketers, the power of third-party validation in shaping perception, and how Medford’s connection to Oregon’s wine industry plays a critical role in its tourism story. Stevens also shares how staying curious—about travelers, industries, and experiences outside our comfort zones—can help tourism leaders remain effective in a rapidly evolving marketing landscape. Key Topics in This Episode How the Destination CMO Role Is Changing Stevens notes that one of the biggest changes in destination marketing over the last three years has been the shift from traditional media toward digital channels. For many destination marketers who came up in more traditional advertising environments, this shift requires a level of trust in targeting systems and audience segmentation that can feel unfamiliar. Rather than physically seeing an ad placement, marketers must rely on data signals to ensure the message is reaching the right traveler at the right time. The Power of Third-Party Validation In 2025, Sunset Magazine named Medford one of the best small towns in the West. For Stevens and her team, recognition like this serves as valuable third-party validation that helps reshape perceptions of the destination. While awards don’t necessarily translate directly into immediate bookings, they provide credibility and open the door to new conversations with potential travelers. The real value lies in the ripple effect: partners, stakeholders, and community members share the recognition, amplifying the destination’s story beyond traditional marketing channels. The Role of Wine in Oregon’s Tourism Story Before joining Travel Medford, Stevens spent years working in the wine industry—an experience that continues to shape how she approaches destination marketing. Oregon’s Rogue Valley is now the second-largest wine region in the state, following the Willamette Valley, and wine tourism plays a central role in the region’s visitor experience. But Stevens emphasizes that wineries represent more than just tasting rooms. They serve as hospitality hubs where visitors learn about local restaurants, outdoor experiences, and community culture. In that way, the wine industry functions as both an economic engine and a storytelling platform for the region. Wine Trends to Watch Stevens also highlights several emerging trends shaping the wine experience in Oregon: • Growth in sparkling wine production • Increased focus on approachable, experience-driven winery visits • Expanded offerings for visitors who may not drink alcohol Rather than focusing solely on traditional tastings, wineries are increasingly creating social spaces where visitors gather for music, food, and shared experiences. Staying Curious as a Tourism Leader Curiosity is a central theme of the conversation. Stevens believes staying curious requires constantly reminding yourself that your personal preferences are not the audience. Destination marketers must step outside their own travel habits and consider the needs, fears, and motivations of different traveler segments. That might mean asking simple but powerful questions: • What barriers might prevent someone from trying this experience? • What information would make it easier for them to explore? • What would make a destination feel more approachable? By examining those questions, marketers can better understand how travelers engage with destinations. The Value of Industry Community One of Stevens’ favorite aspects of tourism conferences is the opportunity for collaboration across destinations. Oregon’s tourism leaders—from coastal communities to mountain towns—share a common goal: promoting the state while celebrating the diversity of its regions. Stevens believes the industry benefits when destinations actively share ideas and best practices rather than competing in isolation. Her philosophy mirrors a simple idea sometimes used at tourism conferences: “Steal this idea.” If a strategy works for one destination, it may inspire innovation elsewhere. Takeaways for Travel Marketers This episode highlights several lessons for destination marketing professionals: • Digital targeting now requires trust in data-driven placement • Third-party recognition can reshape destination perception • Local industries like wine can become powerful tourism storytellers • Curiosity helps marketers understand new audiences • Collaboration across destinations strengthens the entire tourism ecosystem About the Guest Carol Skeeters Stevens Chief Marketing Officer Travel Medford Carol ...
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