In the heart of Eastern Oregon, where the Blue Mountains meet the rolling expanse of the valley, lies Baker County — a region renowned for its breathtaking landscapes, rich history, and vibrant community life.

At the forefront of showcasing this timeless area to the world is Jessica Hobson, the Tourism Marketing Director for Travel Baker County. Hobson’s journey into marketing for Baker County arrives from her passion for the area and commitment to promoting its unique experiences to a wider audience.

Hobson’s role at Travel Baker County is not just a job; “it’s a calling.” With a background rooted in multimedia marketing and publishing, she brings a wealth of expertise and innovative strategies to the table.

Before stepping into her current role, Hobson, alongside her husband, Christopher, immersed themselves in the world of book publishing and visual media, creating a niche space within the historic Churchill School in Baker City. This endeavor, which served local authors and businesses by helping them bring their visions to life, sparked Hobson’s interest in marketing — a spark that eventually led her to the position she holds today.

“My aim is to get support for local vendors and businesses throughout the county,” she said.

Hobson’s approach goes beyond traditional marketing, aiming to weave the economic fabric of Baker City and its surrounding areas tighter by drawing visitors to its scenic beauty and historical richness.

“Baker City has a lot of help from other people besides myself,” she said. “I’m going to try to help out smaller communities. Make sure their events and businesses are looked at (as well).”

Hobson’s work with Travel Baker County is underpinned by a simple, yet powerful, philosophy — the symbiotic relationship between tourism and local economic vitality. By attracting visitors to Baker County, she aims to enhance the region’s economic landscape. This philosophy is reflected in her efforts to showcase Baker County’s attractions.

“We have the Hells Canyon Byway, Elkhorn Byway, I’m gonna be working along both of those to capture what’s available,” she said. “The eat, stay, drink, play types of things. A lot of people love Hells Canyon and the Elkhorns.”

Under Hobson’s guidance, Travel Baker County’s mission has evolved to encompass a holistic approach to tourism. The organization’s strategies are meticulously crafted to appeal to a diverse array of visitors — from outdoor enthusiasts and history buffs to foodies and art lovers.

By leveraging the power of social media and digital marketing, alongside traditional advertising methods like billboards and print media, Hobson aims to cast a wide net, drawing visitors from across the Pacific Northwest and beyond.

One of the cornerstone projects of Hobson’s tenure has been the adept use of outdoor advertising to capture the attention of potential visitors. Understanding the power of visual appeal and strategic placement, Hobson spearheaded the lease of a billboard near the southern Baker City limits.

“It’s a really good location,” she said.

The billboard, positioned on the east side of Highway 7, is a vibrant and inviting visual that encapsulates the essence of the region’s Four Seasons of Adventure. It features a captivating collage that represents the diverse range of activities available across the four seasons

“Marketing to visitors is an investment in my community,” Hobson said.

The economic ripple effect of supporting small businesses benefits the community in multifaceted ways.

Devon Colton, the former executive director of the Baker County Chamber of Commerce, said that “statistics show that $68 out of every $100 spent locally stays in the community.”

This financial retention is critical for a thriving local economy, ensuring that businesses can sustain operations, pay employees, and contribute to local causes. Events like the annual Halloween trick-or-treat, where businesses hand out thousands of pieces of candy, underscore the deep community ties and the vital role these businesses play in enriching Baker County’s social fabric.

Ariel Reker, the director of Baker City Downtown, mentioned that the businesses within the historic district engage in window decorations seasonally, join in on quarterly wine walks, participate in the cookie crawl at the beginning of December, and maintain the floral baskets that adorn the sidewalks each summer.

“That’s where shop small can make a difference — supporting local businesses, in turn supports countless community causes,” Reker said.

Businesses throughout Baker County, from Ryder Brothers to J. Tabor Jewelers, have become stalwarts of community support, contributing to local events and causes. This engagement is a reflection of Hobson’s vision for a tourism sector that uplifts and integrates with the local community.

“Anything we do supports this community,” said Randy Dodson, owner of Ryder Brothers in downtown Baker City.

Dee Dee and Tabor Clarke, owners of J. Tabor Jewelers, receive donation requests daily. Dee Dee Tabor keeps record of them in a spreadsheet that shows more than 300 groups or causes that have received a donation from their business. Shoppers — both tourists and locals — who shop in Baker County make these donations and support possible.

Chelsa Mitchell, owner of MAD Habit Boutique, said it’s good to remember why small businesses exist in the first place.

“The retail shops, storefronts, eateries and bars that exist in our town didn’t just pop-up over night,” she said. “Each establishment was once a pipe dream — a passion, a ‘some day’ goal that your downtown neighbor saw through and turned into a reality. It takes grit, a giant leap of faith (and large loans) to start, grow and remain an open business in a small town like Baker City.”

The economic impact, underscored by record-high lodging tax revenues and strategic investments in infrastructure, signifies a broader trend of growth and prosperity. Tourism has contributed to positioning Baker County not just as a destination for transient visitors but as a hub of economic and community development. The tourism sector’s success has become a catalyst for job creation, increased local spending, and enhanced community services, laying the groundwork for a resilient and dynamic local economy.

The tourism sector experienced a notable increase in job support within the county, with a near 20% rise from the previous year, according to Dean Runyan Associates. This growth reflects the vitality of tourism to the local economy, especially in key sectors such as lodging, food services and retail.

Specifically, about 53% of these jobs were in lodging and food services, indicating the critical role of accommodations and dining in the tourism ecosystem. Additionally, 35% of employment was found in the arts, entertainment, and recreation sector, underscoring the importance of cultural and leisure activities in attracting tourists.

Retail jobs accounted for almost 11%, highlighting the contribution of shopping experiences. This distribution of jobs across various sectors emphasizes the multifaceted impact of tourism on the county’s economic landscape, supporting a wide array of businesses and services integral to the visitor experience.

A significant marker of success has been the record-high lodging tax collections, reflecting an increase in visitor numbers and a growing interest in Baker County as a prime travel destination. Guests at motels, RV parks, vacation rental homes, campgrounds and other lodging establishments pay a small rate to Baker County’s lodging tax fund.

Carrie Folkman, who with her husband, Chris, owns Mountain View RV Park in Baker City, said that she “has seen a slow but steady increase in visitors the past few years.”

In the fiscal year 2022-23, lodging tax revenue soared to an astounding 20% increase from the previous year and more than double the amount collected in 2019-20. This exponential growth is not just a financial boon but a clear indication of the effectiveness of the marketing strategies implemented under Jessica’s guidane.

“We’ve seen a remarkable rise in lodging tax revenue,” Hobson said, underscoring the direct correlation between strategic marketing and increased tourism activity.

Jason Stone, alongside his wife Heather, operates La Dolce Vita, a vacation rental business based in Baker City, overseeing 31 local properties. Out of these, the Stones personally own nine and handle the management for the remaining properties on behalf of their owners.

According to Stone, many of the renters are from metropolitan areas, including Portland, Boise and Salt Lake City, who are attracted by the comparatively affordable rates here and by the lack of crowds compared with some other areas.

“We’ve heard that from a lot of guests,” Stone said.

This surge in lodging tax collections is pivotal for several reasons. Firstly, it provides a robust financial foundation for future marketing efforts, allowing Travel Baker County to expand its reach and develop more innovative campaigns. Secondly, it signals to local businesses and stakeholders the potential for economic growth driven by tourism, fostering a supportive environment for further investments in the sector.

There has been the strategic purchase of a 70-acre property intended for the development of a multipurpose event center. This ambitious project, funded in part by federal aid, signifies a forward-looking approach to tourism infrastructure development.

“The event center could become a cornerstone of our tourism and community engagement efforts,” Hobson said, highlighting the potential impact of the center on the region’s cultural and economic landscape.

It’s clear that the beauty of Baker County extends far beyond its scenic landscapes and historic sites. The real beauty lies in the community’s spirit, the strategic vision for sustainable tourism, and the collective commitment to economic and social enrichment.

Engage with Travel Baker County’s comprehensive website and vibrant social media presence to plan your visit. Dive into the calendar of events, from wine walks and cookie crawls to celebrating the Fourth of July and Miners Jubilee. Every interaction, every dollar spent, echoes through the community, supporting local businesses, funding scholarships, and enhancing the county’s tourism infrastructure.

The invitation extends to you, residents of Central Oregon and beyond, to become part of this vibrant narrative. Every visit not only promises unforgettable experiences but also contributes to the flourishing of this exceptional community.

Whether you’re drawn by the allure of outdoor adventures in the Elkhorn Mountains, the historical echoes in the streets of Baker City, or the simple pleasure of supporting local artisans and businesses, your presence has a meaningful impact.

So, pack your bags, set your sights on Baker County, and prepare to discover the depth of what it means to travel with purpose.