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Medford tourism folks want everyone to know the Rogue Valley is more than another tweener stop along Interstate 5. "That's not true, we have great performances daily," Medford's chief tourism marketer Anne Jenkins told a "who's who" gathering of local dignitaries Thursday morning at the Craterian Ginger Rogers Theater. With that, "Great Performances Daily" became the new catchphrase to describe Medford and the Rogue Valley, completing a 15-month effort to come up with a new brand used for tourism and economic development marketing campaigns. The new brand and a name change for the local tourism office to Travel Medford were fittingly unveiled on the Craterian stage before a brief road show through Eagle Point, Jacksonville and the Harry & David Country Village. "It's really consistent with our culture," said Jenkins, who carries the title senior vice president. "We realized this was something running through our DNA." Consultant Bill Baker pored over data collected by a local task force and suggested the new brand in July. It was approved in October but not announced until Thursday. While the message was developed under the auspices of the Medford tourism office, the brand is intended to include all of Jackson County. "We were in need of a unifying message that everyone can rally around and one that instills a sense of pride and value in our community," Jenkins said. Surveys and research during the brand development suggested that people think that Jackson County's personality is: Passionate and creative, adventurous and active, cultural and engaged, informative and unpretentious, natural and relaxed and entrepreneurial and enterprising. That research also suggested that it's four key experiential strengths are: Arts and culture, artisan foods, wineries and events. In addition, outdoor recreation, Crater Lake, fresh produce, sports, as well as small towns and downtowns were listed as highlights. "We have a unique opportunity to spin our area as something beautiful," said Jez Kline, Travel Medford's branding and marketing director, adding it's important for local residents to provide the distinct experiences promised. "It doesn't matter unless we buy into Medford and Rogue Valley having great performances across all areas," Kline said. A $70,000 branding process identified the strengths and weaknesses of this region. Community members, business leaders, tourism experts and visitors were surveyed during development of the new brand. Baker, of Total Destination Marketing in Tualatin, said the concept resonated with Southern Oregon business and marketing leaders. "It has to be something people can readily experience," Baker said. "Once you put all the pieces together, it certainly was very strong." Wine and artisan food were easy sells as were stage performances. "We quickly recognize these are very creative people doing great performances every day, in making cheese, chocolates and wine," Baker said. "We know Shakespeare, Britt, but there are other events as well." Baker said the linchpin in giving the brand long-term potential is its economic development component. "This is a brand giving the stakeholders something to grow into," Baker said. "It's the tip of the iceberg, providing opportunities to see where we are today, sustaining it into the future and develop a strong competitive identity." Given its all-encompassing elements, Jenkins said, the branding could remain part of local marketing efforts for quite awhile. "Unless Medford goes through major changes in the next 10 years, I see it as our brand for years to come," Jenkins said. Eagle Point Mayor Bob Russell was pleased that outlying zones were included in the launch, but said the effectiveness of the brand won't be known immediately. "They've certainly done their homework," said Russell, whose own business, historic Butte Creek Mill and Antique Store, rely in part on tourism. "What we are looking for is the follow-up, promoting the great performances. Now that they've got the new slogan, what does it mean for the Upper Rogue? That's where the rubber meets the road." Reach reporter Greg Stiles at 541-776-4463 or email [email protected].