Tourists Pour In
Exposition to Attract Greatest
Crowd of Visitors in History
Out-of-state residents may set a
new income record for Oregon’s
third largest industry this y e a r ,
even topping the $150 million they
spent here in 1958.
Travel, ranking only behind for
est products and agriculture among
the state’s income-producers, has
shown a steady increase through
the years, and much of this may
be attributed to Oregon's nation-
programs.
Superb scenery and prime recre
ational areas have provided the
lures for most tourists, and this
year, added attractions are e x -
pected to give Oregon new appeal.
The Oregon Centennial Exposi
tion and International Trade Fair
at Portland will rank high on the
list of “ things to see’’ here this
year, but hundreds of community
events planned especially for Ore
gon’s 100th anniversary of state
hood will draw visitors to every
section of the state.
Community events are in part
designed to entertain tourists, to
keep them within the borders of
the state as long as possibjg. In ad
dition, the events may l e a d
visitors to see more of Oregon
than they had originally planned.
Not only will tourists see all-time
favorites such as the P o r t l a n d
Rost Festival, the Oregon Shakes
pearean Festival at Ashland, and
the Pendleton Round-Up. Some of
them will take in events with per
haps little national stature b u t
with a great deal of O r e g o n in
terest.
KM) Events To Attract
Among the 400 events on the slate
for this year are the Azalea Festi
val at Brookings, Rhododendron
Festival at Florence, Neiarts Bay
Crab Derby, Rogue River Rooster-
Crowing Contest, Chief J o s e p h
Days at Joseph, the Milton-Free
water Pea Festival and the Silver-
ten Harvest Festival.
Visitors will travel also to some
of the state’s m ajor scenic areas
and attractions, such as the Co
lumbia River Gorge, Crater Lake,
the Wallowa Mountains, and the
Oregon coast. But if Oregonians
are on their toes, they’ll call atten
tion to some of the lesser-known
beauty spots often passed by.
Many are the tourists who would
delight in the falls of the upper Mc
Kenzie river and the colorful and
unusual formations in Painted
Hills State Park northwest of Mit
chell. They would enjoy the drive
to the top of Cape Perpétua, Three
Creeks lake south of Sisters, Clear
lake east of Sweet Home, Lost lake
southwest of Hood River, Owyhee
Reservoir south of Ontario. There
are many more, of course, since
every area of the state has inter
esting scenic, recreational a n d
historic points of interest.
More Money for Oregon
Every day a tourist extends his
visit means more new money to
Oregon, money that filters into
nearly every segment of the econ-
(iny. Detailed studies indicate that
of each tourist dollar, 24 per cert
is spent for lodging, 29 per cent for
groceries, food and beverages, 11
per cent for clothing, and 10 per
cent for amusements and transpor
tation costs.
Other direct spending is for
gifts, souvenirs, drugs, cosmetics,
tobacco, photographic supplies, per
sonal services, and utilities. These
dollars circulate through the econ
omic community, changing hands
13 times, according to e c o n o -
mists, before being "retired" in an
investment.
In 1958, tourists left 150 million
of these important dollars in t h e
state. The figure in 1957 was $130
million.
The healthy jump recorded in
1958 may be an indicator of even
better things to come. If observ
ance of Oregon's centenary proves
as attractive to the nation as has
beer, forecast, then more out-of-
state residents than ever before
will see Oregon this year.
Tourist Offering Tripled
Promotion of this growing indus
try has long been the program of
the Travel Information Division of
Uie Oregon State Highway Depart
ment.
The division’s continuing adver
tising and public relations cam
paign has paid big dividends since
its establishment in 1935. Tourist
income in 1936 was $35 million, but
by 1947 it had tripled to $105 mil
lion.
During 1958 the Travel Division
issued more than 100 million in
vitations to travel in O r e g o n
through its color and black-and-
white advertisements in national
and regional magazines and news
papers, and its radio and television
campaign.
*
The Oregon story was t o l d
through a publicity program, which
included a color motion picture,
newspaper and magazine articles
ano photographs, and participation
in a number of travel shows in
midwest and California cities.
As a result of this intensive cam
paign, more than 166,000 letters re
questing vacation m aterial were
received and serviced by the Tra
vel Division office in Salem in
1958.
M A IL B O A T S
Chinook w ith
riffle s on the
arc often seen
P L Y T H E R O G U E R IV E R between Gold Beach and Agnes«. H ere is seen the little
fu ll load. An estim ated 15,000 tourists ride the boats as th ey clim b the shallow , sw ift
64-m ile round trip th rough some of O regon’s most p rim itiv e co u n try. D eer and bear
fro m the boats.
Letters by the Thousands
For the last three months the
division has been in the midst of
its campaign to promote Oregon as
a vacation destination in 1959.
Thousands of letters pour into the
office every week as prospective
tourists respond to the nationwide
promotion plan.
This year, too, Oregon is getting
ar. extra boost to its public rela
tions and advertising campaign.
This is being provided by the Ore
gon Centennial Commission, creat-
ed to plan and direct the Oregon
Centennial Exposition and Interna-
tioal Trade Fair, and to assist in
allied activities.
Complementary programs of the
Centennial Commission and t h e
Travel Division are helping to in
crease the nation’s Oregon-con-
sciousness. Non-government agen
cies by the score also have joined
in the all-out promotion effort.
Hospitality Developed
The Travel Division, in coopera
tion with chambers of commerce,
highway and travel associations,
resorts, hotels, motels, and simi
lar agencies and groups, for many
years has urged Oregon communi
ties to become more fam iliar with
the state's travel industry and rec
reational potential.
"Tourist Host Schools” have been
held in many cities to teach resi
dents the importance of treating
tourists hospitably and courteously
after they arrive here. Each pupil
in the schools has been asked to
become more familiar with his own
area and the state as a whole, in
order to provide accurate travel in
formation to visitors.
Value of the tourist industry to
all parts of the state is recognized.
How’ much more it can add to
the economy in future years mav
well hinge on how well Oregonians
treat their visitors this year. It is
a maxim of the industry that
“ people will go where they are
invited and stay where they are
well treated." These well treated
tourists will be back another year,
and they’ll bring others with them.
Exposition s Plans Move
(Continued from page 1)
way, Sweden, Philippine Islands,
Virgin Islands.
Every city, town and hamlet in
the state is planning special at-
ti actions for Oregon’s guests. Tour
ist booths will make available in
formation concerning s q u a r e
dances, fish fries, cattle drives,
gold panning, historical pageants,
boat trips, scenic drives, fishing
excursions and a host of other
activities typical of the state’s v ar
ied interests.
2000 Indians in Camp
A unique event will be a Nation
al Indian Encampment at Pendle
ton July 18-26. More than 2,000
Indians, representing every tribe
in the nation, are expected for the
encampment. It will commemorate
the signing of a treaty in 1855 be
tween the United States and the
Walla Walla and Umatilla tribes.
Visitors will see authentic Indian
dances and games and witness
tribal customs.
Pony Express riders will begin
carrying mail June 7 on two trunk
lines across the state throughout
the sum m er with feeder lines con
necting all parts of Oregon. It will
be possible to mail a letter any
where in Oregon and have it ac
tually carried by horsemen to any
destination in the state or to the
6
To help publicize the Centennial
celebration throughout the country,
a group of "space age” pioneers
in five covered wagons will make
the 2000-mile crossing on the O 1 d
Oregon Trail, starting April 19
from Independence, Missouri, and
re-enacting the 20-mile-a-day trek
to their forebears. Gordon (Text
Scrpa, Ashland, Oregon rancher
and movie stunt rider, has been
named wagon m aster and former
President H arry Truman will be
on hand to start off the cavalcade.
Members of the Oregon Ad Club
have set out to reclaim the north
ern part of the old Oregon Terri
tory. Claim signs are being erect
»
TRAINING
\ is a lifetime
i I investment
■
I
\ JVtf/Y y Mrs
Today!
BUSINESS COLLEGE
CA
3 -3 1 3 7
112 3 S W STARK ST.
PORTLAND O R E G O N
Just as Oregon is the Land of Opportunity,
so is Pioneer Mutual, Oregon's Oldest Mu
tual Insurance Organization, the company
of opportunity for its insured members and
its many agents throughout the state.
An early pioneer, Peter Burnett,
was appointed associate justice by
President Polk, but the time for
getting the commission from Wash
ington to Oregon was so great,
Burnett departed for California be
fore his commission arrived.
often corrected in as little
as 10 days.
Since the m ethod involves
no cutting, there is p rac ti
cally no discom fort during
treatm ent, and none of the
co m m o n a fte r e ffe c ts of
surgery.
Inform ation w ithout obli
gation m ay be obtained by
w ritin g th e D ean C lin ic ,
C h iro p ra c tic P h y s ic ia n s .
2026 N. E. S andy Blvd.,
P ortland 12, Oregon.
fi BUSINESS
Covered Wagons to Roll
Cranberries were shipped from
Oregon to California as early as
1847
Y e s te rd a y
Relief From Hemorrhoids
Possible Without Surgery!
P e rso n s s u ffe rin g from
hem orrhoids (piles) need no
longer resort to painful hos
pital surgery, thanks to a
re la tiv e ly new e le c tro n ic
m ethod of treating rectal
and colon disorders, p rac
ticed by the D ean Clinic in
Portland, Oregon.
T he D ean C lin ic t r e a t
ment is proving more effec
tive than surgery in m any
cases and requires no hos
pitalization or confinement.
U n c o m p lic a te d cases a re
edge of the state for transfer to
trains.
Touring the state and stopping at
every town of 2000 or more popu
lation is the Centennial Van of His
tory. It carries historical displays
that even include the tomahawk
that killed Marcus Whitman, early-
day missionary.
Oregon’s seashores, mountains,
in .and waters and woods are ex
pected to lure Centennial visitors
into prolonging their vacations.
Industry, too, as it developed
frem the fledgling of yesterday in
to the giant of today, will be
graphically depicted.
ed at various boundaries and in
such strategic spots as Seattle
newspapers, the city limits of Yak
ima, the lobby of the Davenport
hotel in Spokane, and the Cana
dian border.
.
.
.
.
saw Pioneer serve with distinc
tion only its neighbors in Wash-ington county . . . .
Today
•
.
.
sees
Pioneer
a
state-wide
institution
serving the city dweller, farmer, and the business man.
W riting fire and allied
lines.
liability other
than auto, and Inland
Marine Insurance.
T o m o rro w
.
.
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.
will see Pioneer continue its ex
pansion, not only to more areas within Oregon, but to Oregon's
sister states as well.
T h e re ’s a Pioneer agent in your area.
Look fo r the Pioneer scout.
“ K eeping Oregon Insurance P rem iu m D o llar« in O reg o n ”
Pioneer IButual Insurance Company
Home O ffice
106 East Main,
Hillsboro, Oregon
Phone: Midway 8-2193