In the heart of McMinnville, under the warm glow of city hall lights, the Tourism & Marketing Committee convened to discuss a transformative vision for the city’s branding and tourism strategy. The meeting, held on May 7, 2025, revealed a commitment to redefining McMinnville’s identity, shifting from its historical title as the "Nursery Capital of the World" to a vibrant outdoor adventure destination.

Committee members emphasized the need for actionable strategies that would not only enhance the city’s appeal but also ensure that progress is monitored through monthly check-ins with strategic planning services. The discussions highlighted the importance of a fresh branding initiative, which aims to capture the essence of McMinnville’s natural beauty, including its waterways and caves, while integrating the charm of its downtown area.

The committee reviewed past branding efforts, noting that eight years ago, the focus was primarily on agriculture. However, as the city evolves, so too must its narrative. The new branding proposal includes catchy concepts like "Cave to Cliff," which aims to set McMinnville apart as a unique outdoor recreation hub complemented by excellent dining and retail options.

A critical point of discussion was the current state of McMinnville’s online presence. The committee acknowledged that the existing website was underperforming and needed a significant overhaul to better reflect the city’s offerings. Comparisons with neighboring counties revealed that McMinnville has the potential to excel, yet it currently lags behind in attracting visitors.

The strategic planning team provided insights into how other regions are marketing themselves, cautioning against the common pitfall of trying to be everything to everyone. Instead, they urged the committee to focus on a distinct narrative that resonates with visitors. This approach would not only clarify McMinnville’s identity but also enhance its competitiveness in the tourism market.

As the meeting concluded, the committee members expressed enthusiasm for the proposed branding story, which promises to be more than just a logo or tagline. They anticipate a compelling narrative that encapsulates the spirit of McMinnville, aiming to inspire both residents and visitors alike. With a budget of $35,000 earmarked for this initiative, the committee is poised to embark on a journey that could redefine the city’s tourism landscape for years to come.