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RELATIONSHIP TO MARKETING PLAN- 25 points total (Limit: 2 pages) 7. Which Lane County TOURISM MARKETING PLAN goals does your project support or complement? (Examples: specific target market,generation of room tax receipts, increasing length of stay, group tour business, promotion of shoulder season, regional marketing, industry cooperation.) How does your project support these goals? Hendricks Park Rhododendron Garden has attracted interest since its creation in 1951. The American Rhododendron Society has held conventions in Eugene regularly. The most recent convention was held in Eugene in 1987 and attracted a record attendance of 900 delegates. Hendricks Park was a featured garden for this event and a primary attraction. Plans are already underway for the A.R.S. convention in Eugene in 2001. The Rhododendron Garden at Hendricks Park will celebrate its 50th anniversary in that year and will be a principle convention attraction. For planning purposes, we anticipate between 600 and 1000 delegates, including many Rhododendron Society members from the West Coast ( Califomia to British Columbia) and members from all over the U.S., as well as many foreign visitors. In 1996, the Willamette Valley Hardy Plant Group will host a Study Weekend in Eugene, which will also feature Hendricks Park Rhododendron Garden and plans to attract 400 delegates. In 1994, the Magnolia Society held its international convention in Eugene and featured the outstanding Magnolia collection of Hendricks Park in tours and conference presentations. We also attract the interest of many smaller groups. Garden clubs of Roseburg, Junction City and cities and towns of the McKenzie River area are frequent garden visitors, as are groups of seniors, such as the Walkie Talkies and residents of area retirement centers. In the past tours have also included Oregon State University's Historical Museum celebrating each year our state's agricultural (horticultural) heritage, and we have hosted group tours from New Zealand, Germany and Japan. Foreign tours and conventions generally include extended ovemight stays, and visits and sales at local nurseries. Tour groups from local areas generally include visits to nearby restaurants and local shopping. Increasingly, Hendricks Park is a destination of the group tour industry and references come in from area hotels and Convention and Visitors Bureaus. 8. Explain how your project will increase "visitors" to Lane County. If your project is an "attendance event" (festival, fair) or an attraction, describe specifically how you will market the event to "visitors ", i.e. nonresidents. If your project is a print promotion (print advertising, brochure, map) how will your print promotion reach the "visitor ". Brochures of Hendricks Park and Rhododendron Garden are distributed through specialized , local nurseries and to garden clubs, and to Visitor and Convention centers. They are also distributed on site at Hendricks Park to casual tourists and organized tour groups. Increased visitation is a result of the cooperative promotion of these sources. Garden club lectures, such as the Hendricks Park Horticulture Lecture Series, attract up to 250 garden enthusiasts. Hendricks Park in cooperation with local garden clubs has held several lectures per year for six years running. At these and other club meetings, brochures are distributed and tours of Hendricks Park are promoted. These lectures stimulate year -round garden interest and visitation and reflect the popularity of gardening as a leisure activity. 1 5 4 4