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Industry Resources

The Willamette Valley Visitors Association (WVVA) is a private, non-profit organization that supports travel and tourism in Oregon’s Willamette Valley. Comprised of six visitors associations, WVVA works to maintain the Willamette Valley as Oregon’s premier wine destination, while highlighting the culture and natural resources of the region. 

WVVA Background and Structure  

WVVA has been a team for twenty-seven years, and have supported each other’s individual organizations while concurrently working as a cooperative to successfully adopt structural additions like the RCMP program, and the Oregon Wine Country License Plate program.    Combined, we represent over 100 years of marketing expertise, program planning, diverse asset management, public/private funding accounting and transparent reporting, making us an optimal choice as an organization to provide the best possible return on investment for Travel Oregon’s Regional Cooperative Tourism Program in the Willamette Valley.    WVVA was founded as a collaborative regional organization made up of six sub-regional organizations, so it has always been important to identify an association structure that successfully represents each region as fairly and as equitably as possible.  Our structure and staff allows for regional marketing initiatives and duties to be divided as uniformly as possible among our six sub-regions. The six entities that comprise WVVA are represented by members of a Board of Directors and Public Relations and Marketing team. Each serve in the following capacities: 


Members of the Willamette Valley Visitors Association Board of Directors:

  Irene Bernards

  Marion & Polk Counties  

  181 High St. NE
  Salem, Oregon 97301

  Jimmie Lucht  
  Past President

  Linn County

  110 3rd Ave SE  
  Albany OR 97321  

  Jeannine Breshears
  Vice President

  Clackamas County

  150 Beavercreek Road, Suite 245
  Oregon City, OR 97045


  Sheryl Kelsh

  Yamhill County

  P.O. Box 744  
  McMinville, OR 97128



  Natalie Inouye

  Lane County

  754 Olive St.
  Eugene OR 97401

  Mary Pat Parker

  Benton County

  420 NW 2nd St.
  Corvallis, OR 97330


Willamette Valley 2017-2019 RCTP Plan & Budget

The Willamette Valley Visitors Association’s Regional Cooperative Tourism Program (RCTP) plan has been approved by Travel Oregon and is underway. Thank you to all of the Willamette Valley stakeholders that participated in surveys and in-person gatherings to share your thoughts and creativity for this plan.


How You Can Get Involved: 

Get Involved with Willamette Valley's Tourism Market by joining a stakeholder group. We are currently seeking help in these areas:  

• Marketing, contact Natalie Inouye for more details

• Destination Development, contact Mary Pat Parker for more details

• Stakeholder & visitor services, contact Irene Bernards for more details

Recent Willamette Valley Media Coverage