By: Branden Andersen
Founding Editor, Newsberg

In years past, summer has meant busy sidewalks, packed tasting rooms, and a steady hum of tourism activity across the Willamette Valley. But this year, the outlook is different. Early signs point to a downturn in travel — and with it, fewer visitors walking through our doors.

And the data backs it up. Research cited in Silicon Valley Bank’s annual State of the US Wine Industry predicts the wine industry, much of the industry that supports our tourism economy, will hover at a 0% growth, and tasting room visitation will be lower in 2025 than in 2024.

For local businesses, that’s a real concern. And in the rush to adapt, many will turn to the usual digital ad platforms in hopes of reaching a broader audience online.

Social media advertising, I believe, is the junk food of the current marketing landscape: seemingly quick and easy to grab and get going, but without any nourishment in the long run.

I get it. As a former digital marketer, I know that it’s a whole lot easier to press a “boost” button on a post you’ve already created than it is to create and market an event, or develop the components of a local advertising campaign.

But, while online ad platforms use demographic options that appear tailored and effective, their numbers often inflate effectiveness and are intended to overwhelm you to the point where you don’t question the actual bottom line questions:

Did this drive lasting change or benefit to my business?
More importantly, did I actually reach the people I need to reach?

Or were those empty, cheap calories intended to satisfy me now, only to cause some trouble down the road?

So I want to offer another perspective: what if the opportunity isn’t out there — it’s right here?

Newberg and Dundee are home to more than 30,000 people. That’s not a small audience, and it’s one that already loves where they live. When national travel slows, locals often look for ways to make the most of home. That means discovering new places in town, revisiting old favorites, and deepening their roots.

Consumer trends back this up:

• 72% of U.S. consumers planned to shop with small businesses during the 2023 holiday season, up from 65% the year prior. More people said they intended to support local shops on Small Business Saturday than on Black Friday.
• And for every dollar spent at a small business, an average of 68 cents stays in the local community — a ripple effect that benefits everyone.

In a season where tourism dollars may be harder to come by, the best investment we can make is in each other.

How Do We Turn Local Attention into Local Action?

Now’s the time for businesses to reconnect with the people who live here — to remind them that the Willamette Valley isn’t just a place to visit; it’s a place to enjoy.

Here are a few simple ways to start:

• Create “locals-only” deals or nights that reward nearby shoppers and diners.
• Host small, seasonal events that make your business a gathering place — even if just for an evening.
• Collaborate with neighboring businesses to create bundled promotions or shared experiences.
• Sponsor or participate in community happenings that bring people downtown or into your space.
• Advertise where locals already turn for news, events, and trusted info — not through addictive platforms that send your dollars into the pockets of billionaires, leaving misinformation and destruction in their wake.

The people who’ve kept our businesses going through fire seasons, ice storms, and economic dips are still here. And they’re still ready to support us — if we give them a reason and show them we’re here for them, first and foremost.

Let’s show them that summer in the valley can be just as fun, just as memorable, and even more meaningful when we spend it together.

Invest locally for the long term. When a tree sets deep roots, it’s more likely to survive the storm.

Branden Andersen is the founding editor of Newsberg, a hyper-local independent digital media outlet based in Newberg, Oregon, serving the Newberg-Dundee community. He is also the former executive director and current president of the Newberg Downtown Coalition. Before starting Newsberg, he owned his own small business digital marketing agency after a five-year career in sales and marketing.

If you want to boost local visibility while supporting our independent publication serving Newberg-Dundee, send us a message.

• Source: American Express & PYMNTS.com
• Source: American Express 2022 Small Business Economic Impact Study