By Jason Chaney via Taylor Wilkie
Results align with strategic goals of newly established Destination Management Organization
Prineville seems poised to grow as a tourist destination based on recent data compiled in a new survey.
The Oregon State University Sustainable Tourism Lab based at OSU-Cascades recently unveiled insights from a 2023 survey that provided a comprehensive look into community members’ perspectives of tourism across Central Oregon.
The findings suggest that Prineville stands to be a promising destination for increased visitor engagement, aligning with the strategic goals of Explore Prineville, a newly established Destination Management Organization (DMO) within the Prineville-Crook County Chamber and Visitor Center.
Conducted through a randomized sampling of 199 respondents in Crook County, the survey revealed 72% of community members believe the benefits of tourism outweigh or mirror the associated costs, positioning Prineville favorably compared to other surveyed Central Oregon communities that are further developed for tourism and more frequently visited.
The concerns that came up regarding the costs of tourism in Prineville highlighted themes like traffic congestion, community impact, overcrowding and environmental considerations. By understanding these apprehensions, Explore Prineville can tailor programming and policy advocacy to mitigate potential negative consequences.
Contrarily, economic advantages emerged as a dominant theme among respondents, with many noting enhanced revenue streams and business development opportunities for the community.
Community members between the ages of 65 and 84 demonstrated the strongest support, with 90% believing tourism has an overall positive impact in Prineville. Among them, Dave Fields, a respected figure in the community and ranger with the U.S. Forest Service, echoed the many tangible improvements he’s witnessed as a result of sustained visitor growth over recent decades.
“It makes sense that our older generation recognizes the value tourism brings to our community. We’ve been around to witness the ways our town has grown to welcome unique restaurants and businesses that we’re now loyal patrons to,” he said. “Plus, as we get older and have more free time, the money from tourism expands recreation access and amenities, making it easier for us to enjoy them while staying local.”
Prineville is known for a variety of different tourism options. Its most notable events take place during the summer, starting with the Crooked River Roundup, which draws thousands to the community for an iconic rodeo and other festivities that take place throughout the week including a cattle drive, street party and parade. The Crooked River Roundup Horse Races also draw a massive crowd during a four-day stretch and the Crook County Fair likewise brings in hundreds of visitors.
In addition to the events, the community boasts close proximity to two reservoirs, the Crooked River, known for its world-class fishing and numerous biking and hiking opportunities both in Prineville and on the nearby Ochoco National Forest.
With an eye toward fostering sustainable growth and community well-being, Explore Prineville remains committed to leveraging these insights to cultivate Prineville’s status as a dynamic and welcoming destination for visitors and residents alike.
This article first appeared on The Central Oregonian and is republished here under a Creative Commons license.