Oregon has a rich history in film production, with over 700 films shot in locations across the state, including favorites such as The Goonies, One Flew Over the Cuckoo’s Nest, Stand by Me, Twilight and so many more. But the value of a film set doesn’t end when production wraps. We spoke with Jane Ridley, Director of Strategic Initiatives and Community Programs at Oregon Film, about the legacy a movie crew leaves behind when it packs up—and how communities can benefit from being on the Oregon Film Trail map.
What does the team at Oregon Film do?
Oregon Film, also known as the Governor’s Office of Film and Video, is a semi-independent state agency that advances economic development across the state in the television, film, commercials and animation industries. We also started a non-profit organization called the Oregon Made Creative Foundation so we could add community-oriented programs, offer grants and career development opportunities, and create and grow the Oregon Film Trail. We’ve offered multiple film grants in partnership with Travel Oregon, such as the Outdoor Adventure Film Grant and the Tell Your Story Grant. Travel Oregon has been so open to working with us—we even partnered on the film promotion for the movie Wild that shot in almost all regions of Oregon.
Where did the idea for the Oregon Film Trail come from?
Film tourism was a fairly niche travel sector until people started traveling again after the COVID-19 pandemic, when suddenly everyone wanted to experience their favorite movie and TV locations in real life. After creating an Oregon film props and costume exhibit (2016) and a mural featuring Oregon Made movie posters at Portland International Airport (2018), we found that even though Oregon has a massive film history dating back to 1908, a lot of people don’t know about it. So, we started thinking about how we could showcase the communities in which movies have been shot. Even though we live in in a digital world, I loved the idea of installing physical signposts—something tangible that people can see, stand next to and take pictures of. And that’s how the idea of the Oregon Film Trail was born. Oregon was the first state that we know of to have a physical film trail. Other states and cities have started doing it now, but I’m proud to say Oregon was first.
Where is the first stop on the Oregon Film Trail?
We initially worked with the Astoria Warrenton Chamber of Commerce and the Oregon Film Museum, with the knowledge that we would take the program statewide if it was successful in Astoria. We created three signs: one for The Goonies outside the jail with a view of the house; one for Kindergarten Cop by the waterfront with a view of the elementary school where it was filmed; and one for Short Circuit at Alameda Park with a view of the Astoria -Megler Bridge, which is the bridge “Johnny 5” the robot falls from. Those first signs on the Oregon Film Trail were made possible by grants from Travel Oregon and the Oregon Coast Visitor’s Association.
What happened next?
Those were popular, so we installed a film trail sign at the Hammond Marina in Warrenton where Free Willy was filmed. And then it grew from there. For a time, the program worked in a one-by-one fashion: we’d apply for a grant, install another sign, get another grant, get another sign. But now we’ve streamlined our funding model and have 43 signs in the ground. The Oregon Film Trail is becoming a robust program—we’re aiming to have 50 signs in the near future.
What’s the most recent stop on the film trail?
The latest sign to be installed is in LaGrande, which is a nice showcase of a new indie movie. This one came about in an unusual way. Rather than the community requesting a film trail sign, the filmmakers of Breakup Season requested it. They thought it would help bring attention to the film and the trail to do the ribbon cutting when they came to LaGrande for the premiere. And it did. We earned media placements in OPB, Yahoo and the LaGrande Observer.
How does it work—how does a sign come to be?
In the past, Oregon Film’s Oregon Made Creative Foundation, a 501(3)(c), would provide the signage funding (approx. $900-1400 per sign) or secure it through grants from Travel Oregon and other organizations. Now, we offset a lot of the cost by doing as much of the work in-kind and in-house as possible. Because of that, communities are often able to fund the remainder on their own because they see the economic development opportunity of celebrating their community as a film location. We partner with them all the way from writing copy for the sign through to promotion once it is installed. We try to make it as easy as possible for the communities we work with, and we take the lead from community partners on where an Oregon Film Trail sign would be best placed and how they want to utilize it for their promotional needs, knowing that it will be part of the larger statewide trail.
What do you see as the greatest value of the Oregon Film Trail?
The value is leveraging what has become a significant sector of tourism. When a TV show or a film is shot on location, it’s like the circus comes to town and there’s all this economic stimulus—and then the show leaves. But it leaves behind promotable assets – from set to asset if you will. The Oregon Film Trail has always been about the fact that the leading roles in these films really end up going to the communities in which they’re shot. The location is the backdrop but it’s also the star in our eyes. Having a stop on the Oregon Film Trail in your community means that you’re using the assets you have to promote tourism and create economic impact.
What is the economic impact of film tourism?
Film Market Insights states that film tourism is a $66 billion industry globally, and they anticipate it to grow to $110 Billion by 2030. An Expedia study showed that 39% of global travelers book trips after seeing a show on TV or a movie, surpassing social media influence. We have this incredible film history in Oregon and it’s a big part of our culture. The Oregon Film Trail is a nod to that culture in a way that’s accessible for all communities to be part of—and an impactful way to promote themselves to the world.
Travel Oregon recognizes the impact and has been a great partner in this work. In addition to grants for early film trail signs, we have a presence in Travel Oregon Welcome Centers. The agency has been incredibly supportive.
Does the Oregon Film Trail extend beyond the physical signs?
Almost four years ago, we partnered with a free-to-use app called SetJetters, which is the definitive app for film tourism, and connects the Oregon Film Trail, and the state, to the world of film tourism. All the trail sign locations are visible on the app, as well as additional scene site locations, so you can navigate to hundreds of film-related sites across the state. The app also has a “beyond-the-frame” feature that allows visitors to discover hotels, restaurants and other points of interest in the area. A SetJetters QR code on each sign and in participating near-scene businesses, allows us to collect anonymous film tourism data. The goal is to get additional near-scene businesses and points of interest to participate and connect them to the world of film tourism. This will help improve our data set.
What kind of visitor feedback have you gotten?
Anecdotally, the feedback has been great—particularly in the rural locations. On the film trail, every location is important. For example, many signs in the rural Eastern Oregon region have been requested, even though fewer films have been made there. The community saw the need to connect to and be a part of the bigger statewide film trail. There’s been such a positive response. We have two signs in Baker City and one each in Anthony Lakes Mountain Resort, Richland, Burns, Hines, Athena, LaGrande, Joseph and Wallowa Lake. Additionally, Oregon Film offers a rural incentive for filming around the state in less-visited areas, among other incentives we offer filmmakers.
What’s next?
This year, we celebrate the 40th anniversary of The Goonies and the 50th anniversary of One Flew Over the Cuckoo’s Nest. We’re working with Oregon Heritage’s MentorCorps program to put together an oral history of community members who want to share their stories of what it was like when a film production such as these came to their town. People have some amazing memories to share. We hope to launch a database of stories for the public, but right now we are still in the collection phase. The hope is one day you’ll be able to opt-in and hear those oral stories when you’re driving around the state enjoying our locations and being a “set-jetter.” The whole spirit of the film trail is about, and for, Oregon communities. Where else will these stories be celebrated?
Resources:
- https://www.historicoregonfilmtrail.com/map.html
- Watch the Oregon Film animation
- Learn more about the SetJetters Oregon Film partnership here.