What is the Southern Oregon Visitors Association?
The Southern Oregon Visitors Association (SOVA) is a regional, non-profit marketing group formed in 1984. Over the years, SOVA has grown into a seven-county association of hospitality and tourism businesses and destination marketing organizations.
To increase and lengthen visitor stays by marketing the region as a destination, and by encouraging cooperative efforts in the areas of outreach marketing, visitor research, education, and public relations.
Over the years, SOVA has branded Southern Oregon as a diverse destination stretching from the Wild Rivers Coast to Oregon’s Outback. Funded by partnership investment and cooperative marketing campaigns, SOVA puts 88% of revenue directly into marketing. SOVA concentrates on marketing that has a direct return on investment to our partners: businesses, convention and visitor bureaus, economic development groups, and others.
Since 2003, SOVA has married its pay-to-play structure with the state’s Regional Cooperative Marketing Program (RCMP). With the passage in Oregon of the Tourism Investment Proposal, SOVA was appointed the Regional Destination Marketing Organization (RDMO) by Travel Oregon. In that role, SOVA is tasked with serving as the regional conduit between Travel Oregon and local constituents. SOVA receives up to 15% of the 1% state lodging tax collected in this region.
SOVA uses a wide range of communications tools to reach partners across Southern Oregon. These include: monthly industry e-newsletter, annual marketing symposium, and marketing committee meetings.
SOVA’s board of directors is elected by our partners and represents each of the seven counties in Southern Oregon. The executive board (comprised of officers and county chairs) meets about six times a year. The full board (29 members) meets twice a year.