Coast Like a Local: Stewardship, Storytelling, and the Future of the Oregon Coast

What happens when a destination decides it’s not just selling visits—but protecting a place? In this episode, we head to the Oregon Coast to talk with Stacey Gunderson about the evolving role of DMOs in a world where tourism growth, environmental responsibility, and community trust are all colliding. This isn’t a conversation about campaigns. It’s about philosophy.

From seafood trails and cross-industry collaboration to the real (and often unmeasurable) ROI of stewardship, Stacey Gunderson offers a grounded look at what it takes to build a destination brand that people don’t just visit—but respect.

🧭 What You’ll Learn

1. How to filter signal from noise at conferences The shift from “take everything in” to “know what actually matters” comes down to strategic clarity—and collaboration opportunities.

2. Why trails are really about ecosystems, not itineraries The Oregon Coast Seafood Trail isn’t just a product—it’s a platform for local businesses, partnerships, and layered visitor experiences (beer, wine, seafood all working together).

3. The subtle power of “Coast Like a Local” It’s not just a tagline—it reframes the visitor mindset from consumption to participation. → You’re not visiting a place. You’re borrowing it.

4. Stewardship as a marketing function (not a side initiative) From social content choices to on-the-ground infrastructure, stewardship shows up everywhere: What you post What you don’t post How partners align What behaviors you normalize

5. The hardest question: What’s the ROI of doing the right thing? You can’t always measure it. But you can see it: Cleaner beaches Better visitor behavior Stronger emotional connection Long-term sustainability This is marketing beyond attribution.

6. AI adoption—intentionally slow, strategically aware The Oregon Coast approach: No rush to deploy AI-facing tools Focus on making content AI-readable and discoverable Real concern about environmental impact Watching, learning, and choosing moments carefully It’s restraint as strategy—not hesitation.

🔑 Key Takeaways Visitors don’t think in regions—DMOs do. Collaboration beats territorial thinking. Behavior is shaped by signals, not rules. Show, don’t tell. Stewardship is brand. If it’s not embedded everywhere, it’s not real. Not everything that matters can be measured—but it still compounds. AI readiness ≠ AI adoption. Structuring your content may matter more than deploying tools (for now).