A Year of Vision: Talent & Phoenix Destination Development Strategic Plan
- Jan 23
- 4 min read
After a year of collaborative planning, community engagement, and shared visioning, we're proud to announce the completion of the Talent & Phoenix Destination Development Strategic Plan, a comprehensive roadmap for our communities' futures as vibrant, sustainable destinations that celebrate our unique creative spirit, agricultural heritage, and the natural beauty of our region.
A Community-Driven Process
This plan represents far more than a planning document. It embodies the voices, aspirations, and collective wisdom of community members who participated in focus groups, surveys, public listening sessions, steering committee meetings, and specialized workshops throughout 2025.
From wine and beverage producers sharing their challenges and opportunities, to artists and local makers working together to envision a thriving cultural district, to cyclists and outdoor enthusiasts mapping out biking routes, to community members of all backgrounds contributing ideas at our listening sessions - this plan was built by the people of Talent and Phoenix!
This plan carries special significance as both of our communities continue recovering from the 2020 Almeda Fire. After years of rebuilding, this strategic framework represents a milestone and a pathway toward continued revitalization and a resilient, collaborative future that honors what we've overcome while embracing what we're becoming.
Three Strategic Pillars
The strategic plan centers on three interconnected pillars that emerged directly from community input:
Wine Country Biking Routes will establish Talent and Phoenix as a regionally significant cycling destination through scenic, safe, and accessible routes connecting vineyards, farms, downtown businesses, and the Bear Creek Greenway. The phased approach prioritizes immediate safety improvements while building toward expanded infrastructure on county roads.
Arts & Cultural District(s) will celebrate and amplify our thriving creative community through public art, artist visibility and workspace, cultural programming, and place-based experiences that reflect the distinct identities of both Talent and Phoenix while creating a unified creative corridor for visitors and residents to enjoy.
Destination Identity & Branding will develop an authentic, community-rooted brand that differentiates our towns from nearby destinations, strengthens awareness of our assets, and provides consistent tools to enhance visitor experiences while supporting local businesses and artists.
How this strategic plan benefits our communities:
Economic Development: Increased visitor spending at local businesses, wineries, galleries, farm stands, and restaurants.
Community Pride: Enhanced identity and recognition of what makes our towns special.
Infrastructure Improvements: Safer biking routes, better signage, improved connectivity.
Artist Support: More visibility, artists workspace, and income opportunities for local creatives.
Collaborative Growth: Stronger partnerships across sectors and between our two communities.
Inclusive Planning: Representation and engagement of historically unrepresented or underrepresented communities in shaping our future.
Importantly, the plan acknowledges that many initiatives will be driven by local businesses, artists, farmers, and community members, and this plan aims to inspire and support those efforts, not control them.
Gratitude for Our Partners
Special recognition goes to RARE Member Cecelia Bagnoli, who worked tirelessly for a year with the Talent Business Alliance to draft this plan. Cecelia's dedication, attention to community input, and commitment to capturing the authentic voices of Talent and Phoenix residents and business owners made this vision possible.
This work would not have been possible without the dedication of the Destination Development Partnership: the City of Talent, Talent Business Alliance, Phoenix Chamber of Commerce, and Travel Southern Oregon. These core organizations formed the backbone of this effort, convening stakeholders and ensuring inclusive planning throughout the process.
Heartfelt thanks goes to the Steering Committee members who attended meetings, reviewed drafts, and ensured the plan reflects our communities' values: Bob Hackett, Darby Ayers-Flood, Seth Kaplan, Alison Fairbanks, Paul Kay, Kimber Parris, Jenna Marmon, Gary Milliman, Alex Campbell, Al Muelhoefer, Will Volpert, Sky Young, and Kelly Madding.
We're also grateful to every business owner, artist, farmer, cyclist, resident, and visitor who shared their perspectives, dreams, and expertise throughout this process.
Next Steps: From Vision to Action
The completion of this plan marks a beginning, not an endpoint. Bringing this vision to life will involve:
Prioritizing and sequencing implementation strategies based on feasibility, community readiness, and available resources.
Developing phased investment timelines for early-stage projects versus longer-term or multi-phased initiatives.
Pursuing diverse funding sources including grants from Travel Oregon, Oregon Cultural Trust, Oregon Arts Commission, and other foundations.
Continuing to build partnerships with Jackson County, ODOT, local businesses, and regional tourism organizations.
Establishing governance structures including advisory groups to ensure ongoing community input and engagement.
Creating a shared coordination framework to guide collaborative marketing and implementation.
Many initiatives will be driven by local businesses, artists, farmers, and community members independently, while others will benefit from coordinated support and resources.
An Invitation to Stay Engaged
This plan belongs to our communities. Whether you're an artist, business owner, farmer, outdoor enthusiast, or simply someone who loves Talent and Phoenix, there will be opportunities to contribute to its implementation.
We invite you to stay connected, share your ideas, and help bring this vision to life. Together, we're building destinations that reflect our authentic character, support our local economy, and create welcoming experiences for residents and visitors.
To read the full plan, you can visit the Talent Business Alliance website, or find the link here.
On January 21, 2026, Cecelia Bagnoli presented this plan to the Talent City Council. An online version of her presentation will be available on the Talent Business Alliance website soon, and the recording of the Talent City Council meeting can be found on the City of Talent website.
For more information about the Destination Development Strategic Plan or to get involved, please contact the Talent Business Alliance at info@talentbusinessalliance.org.
