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For meeting planners, choosing a destination is about more than finding enough rooms and the right square footage. Increasingly, it’s about creating an experience attendees couldn’t have had somewhere else.

Eugene, Oregon, makes that part surprisingly easy.

Home to the University of Oregon and known around the world as TrackTown USA, Eugene has a personality shaped by sport, creativity, food, wine and an independent spirit. It is also the gateway to a region that stretches from the Cascade Mountains to the Oregon Coast, giving planners an unusual range of possibilities to work into a program that will provide unique and memorable attendee experiences.

Whitewater Rafting on the Mckenzie River

Start with the meeting itself.

The Lane Events Center offers a flexible campus of exhibit, performance, meeting and event spaces that can accommodate a variety of group sizes and configurations. The University of Oregon adds another dimension, with venues ranging from Matthew Knight Arena to the Jordan Schnitzer Museum of Art. Conference hotels with local flair like Valley River Inn and Graduate by Hilton – Eugene offer additional meeting and gathering spaces, giving planners options for groups large and small.

But Eugene becomes more interesting when planners look beyond the ballroom.

The city’s connection to sport runs deep. Legendary runner Steve Prefontaine competed here, and University of Oregon track athlete Phil Knight and his coach Bill Bowerman launched what would become Nike. Today, that legacy remains visible throughout the community and gives groups opportunities to connect with a story that helped shape both sport and popular culture.

Eugene’s creative side offers another layer. Murals bring color to the city while museums, performing arts and locally owned businesses provide opportunities for groups interested in arts and culture. Award-winning wineries, craft breweries and a strong local food scene make it easy to move networking away from the traditional reception setup and into experiences with a stronger sense of place.

McDonald Theater Mural, photo by Ben Schorzman

Then there is what surrounds the city.

A free afternoon can become an entirely different Oregon experience. Head east toward the Cascades for whitewater rafting on the McKenzie River, hiking through old-growth forests and exploring waterfalls. Travel west and groups can reach the Oregon Coast, where horseback rides on the beach, Sea Lion Caves, Heceta Head Lighthouse and the towering Oregon Dunes create memorable pre- and post-meeting options.

Willamette Valley wine country is closer still. Vineyards and tasting rooms can provide settings for receptions, meals and smaller group outings, with experiences that can be adapted to a group’s interests, and available time and budget.

The Barrel Room at King Estate Winery

That variety gives planners room to think differently about the agenda. A conference can incorporate university venues, local food and wine, arts and culture, outdoor recreation or an extra day exploring the coast or mountains without losing the convenience of a manageable host city.

Eugene doesn’t need to be simply where the meeting happens.

With the right program, it can become part of what attendees remember about the meeting itself.