Brand Oregon Director Debby Kennedy called the meeting to order at 9:00am. Brand Oregon Advisory Board members, staff and visitors introduced themselves. Board members present were: Barry Bushue, Ted Farthing representing Scott Shull, Rick Gustafson, Sen. Betsy Johnson, Michelle Liberty, Cory Schreiber, Betty Tamm and Carol York. State staff present included Debby Kennedy and Julie Curtis, Brand Oregon; Mardilyn Saathoff of the Governor’s Office; Marty Brantley, Michelle Godfrey, Carmen Spuhler, Sunun Setboonsarng, Pat Scruggs, Chris D’Arcy and Sharon Bogstad, Oregon Economic and Community Development Department (OECDD). Other guests included Jim Stewart, Tim McCabe, Bill Fashing and Steve Vincent.

Julie introduced Jim Sheppke, State Librarian. He welcomed the group to the library and announced the library's centennial celebration at 3pm. He gave a brief history of the library, which was founded in 1905 with the passage of HB 6, and talked about the purpose of the state library. The celebration today also marks the opening of a special exhibit of the 100 greatest Oregon books, selected by the Oregon Cultural Heritage Commission.

Approval of Meeting Minutes
The October 11, 2004, meeting minutes were approved unanimously.

Staff Reports

Debby Kennedy and Julie Curtis
Oregon Bounty Campaign
Debby and Julie discussed the Oregon Bounty Campaign, a very successful month-long promotion of Oregon wine, hazelnuts, pears and cheese in November 2004. It was a cooperative effort of the Oregon Tourism Commission, the Oregon Department of Agriculture, the Pear Bureau Northwest, the Dairy Products Commission, the Hazelnut Marketing Board and the Oregon Wine Board. It also involved 25 restaurants throughout Oregon; Zupan’s markets in Portland; Roth’s markets in Salem; Market of Choice stores in Eugene, Grants Pass and Ashland; and Newport Market in Bend; and 51 wineries representing every wine region of the state. Monaco Coach of Eugene donated the use of a motorcoach for the campaign's traveling press tour; and Silhouette Marketing provided trained staff for food tasting events at wineries. Radio and newspaper advertising in Oregon, Seattle and Sacramento, and a four-page spread in Gourmet magazine promoted Oregon Bounty to potential travelers.

The results of the campaign were discussed by the group. Wineries reported a nearly 50 percent increase in sales during November and a 40 percent increase in visitations; the Tourism Commission’s website visits increased 307 percent compared to November 2003. Restaurants, stores and wineries want to participate again, possibly doing this promotion twice a year. Media coverage was very strong, with more than 80 stories covering the promotion. Ted Farthing and Betty Tamm both commented that it was a huge success for the wineries, and everyone involved agreed it should be done again this year. Julie covered some of the challenges, such as not knowing how many people would visit wineries and how much food to provide. Cory mentioned that seven varieties of pears are grown in Oregon, and Debby commented that Zupan's sold out Rogue Valley Bleu Cheese. Julie discussed the all-Oregon menu that Brand Oregon prepared for the December 8 Oregon Business Association Statesman Dinner.

At this point, Julie passed around the media coverage report and mentioned that the Monaco coach will be returned next month and then will be going to Indiana where their governor will be using it.

Heart Healthy Month Promotions
Debby Kennedy reported on Providence Heart and Vascular Institute's promotion of February as Heart Healthy Month and the partnership with Brand Oregon. Oregon agricultural products and healthy living tips are featured in a book, Heart Healthy Living, which was included in the board packet. Fred Meyer stores will have samplings of heart healthy foods in the produce section and there will be a kickoff at the Oregon Zoo on February 5. Julie said that Peace Health in Eugene also produced a heart health guide, which includes Oregon recipes and the Oregon Born and Oregon Raised logos. The Governor issued a Heart Health proclamation, and a press release was issued recently.

Business Recruitment Campaign
This is a new campaign targeting business publications primarily in Northern California. Michelle Godfrey, Communications Manager for OECDD, reported that the press release will go out today. Some of the magazines included in the campaign are California CEO, West Coast Fortune, and the business journals in San Francisco, Sacramento and San Jose. This is the first image advertising for business recruitment in Oregon. It will help decision-makers in other states to explore the idea of moving their business to Oregon, and will hopefully dispel the long-remembered slogan of a past governor that was interpreted as discouraging people to move to Oregon. Tim McCabe of the Oregon Economic Development Association commented that they are very excited to launch this campaign and that the legislature will receive the information. Carol York suggested these ads be placed in all Oregon tourism publications. The media plan was included in the packet and is on the Brand Oregon website. Marty Brantley of the Oregon Economic and Community Development Department said he hopes this will be a longer-term campaign that shows we are serious about attracting new business to Oregon.

Oregon Forest Resources Institute Ad
Debby reported that OFRI has created a Brand Oregon ad focusing on sustainable forestry practices and featuring Barte Starker of Starker Forests in Corvallis. Their campaign will focus on Oregon media.

"Innovation Economy" Presentation and Discussion
Pat Scruggs, OECDD
Pat Scruggs is the Innovation Economy Officer for the Oregon Economic & Community Development Department. She handed out a report on Oregon's Innovation Economy and discussed innovation in Oregon and how the state's successful businesses remain competitive. Adding new value to existing products, being the first to market new products and services, and creating new high value markets are important for Oregon to get ahead in the economy. Innovation is a sustainable economic strategy and a public investment as it provides the building blocks for emerging industries and diversification. Innovation industry wages are 50-100 percent higher than average wages. Oregon's innovation industries include high tech, sports and recreation, engineered wood products, agriculture, and recreation and transportation manufacturing. Research and development is needed for a good growth environment and Oregon has key assets for any inventor. Branding opportunities include a focus on global market advantages, university and industry research and development, as well as leading-edge industries and market leadership. Brand Oregon needs to align and continue discussion with leaders in the innovative economy. Pat handed out the Innovation Index for Oregon 2004, which was created by the Oregon Council for Knowledge and Economic Development (OCKED) and shows how the state rates in performance compared to other states. (The OCKED website is http://www.ous.edu/cpa/OCKED.)

Rick Gustafson complemented Pat on her presentation and emphasized that agriculture and natural resources are innovative industries also. Sunun Setboonsarng of the OECDD International Division commented on the need to promote Oregon products overseas. Pat reported on the commercialized research fund bill, SB 186 and the focus on renewable energy, high tech and agriculture, and SB 175 to organize the Oregon Innovation Council.

Mardilyn Saathoff, Governor's Office, described the need for a better way to organize innovative economy organizations under the governor's concept of the Oregon Innovation Council (OR INC), thus making Oregon more competitive in programs and funding needs.

Report from the Governor's Office
Mardilyn Saathoff

Status of Oregon Wild
Mardilyn reported on the negotiations with the Oregon Natural Resources Council. After eight months of trying to settle with ONRC, including a 14-hour mediation session in mid-December, an agreement could not be reached between the two parties. The state has a good legal argument, but decided not to spend public dollars on a drawn-out and potentially expensive legal battle. Mardilyn described the patent process and said the Department of Justice does not have this expertise, and patent litigators are very expensive. Barry Bushue made a motion to continue with the campaign, stating it was a critical part of a common goal. At that point Debby mentioned the threat by ONRC to go after retailers should the state continue to use Oregon Wild. It was agreed by all that, even though it was distasteful to give up, it was not worth the effort to fight this battle with ONRC, and that Brand Oregon and our seafood partners need to move forward. Sen. Johnson thanked Mardilyn for all her work. Barry withdrew his motion. Debby said Wieden + Kennedy is already working on a replacement logo for Oregon Wild.

2005–2007 Budget and Legislature
Mardilyn said that even though there is no line item for Brand Oregon in the OECDD's budget, it is still a very important program to the governor. The Governor's Office feels it is best to find innovative and creative ways to fund the program within state resources. It was agreed this was a wise choice. The board thanked her for attending the meeting, and for her work with Brand Oregon and economic development.

New Business
Senator Johnson asked Barry Bushue to assume the duties of board vice chair, which includes chairing the meetings in her absence, as she will be busy with the legislature at least through June. A motion was made and seconded for Barry to assume the role of vice chairperson. A motion was also made and seconded to hold quarterly meetings. Julie said the next meeting date will be in April, and she will get a 2005 meeting schedule to the board soon.

Marty Brantley and Senator Johnson commended Brand Oregon on excellent staff work. Barry congratulated Senator Johnson on her new appointment. At this point, Barry took over as meeting chair and asked for any new items.

Julie reported the following reappointments to the Board: Chip Jenkins, two years; Randy Miller, two years; and Betty Tamm, two years.

Ted Farthing discussed the new semi-independent structure of the Wine Advisory Board and said the focus now will be 50-50 on marketing and research. He and the Wine Board are very supportive of Brand Oregon.

Debby reported on the status of the brand plan, saying it is almost complete at this time, and that our goal is to complete it for the board to review before the next meeting.

Sunun said the OCEDD overseas offices are willing to help promote Brand Oregon and need to know what they can do. Julie is assisting the OECDD International Division on a video focusing on Oregon's global competitiveness. It features Oregon businesses and highlights opportunities for attracting foreign investment into the state.

The meeting was adjourned at 11:15am.

Minutes submitted by:
Sharon Bogstad, Brand Oregon