Florence, OR is a coastal city located at the mouth of the Siuslaw River about midway between Newport and Coos Bay. With a population of approximately 8,466 people, Florence is a historic riverfront town that provides a diverse array of activities for locals and visitors.

Heceta Head Lighthouse. Image Source.

While the logging, commercial fishing, and agricultural industries have served as the historical pillars of Florence’s economy, tourism is becoming increasingly significant. There are a variety of businesses, points of interests, and parks in and around Florence that offer unique experiences and outdoor recreation. One can enjoy headliner entertainment at the Florence Events Center or Three Rivers Casino Resort after exploring the Heceta Head Lighthouse State Scenic Viewpoint and the Heceta Head Assistant Keeper’s House. The park features a seven mile network of hiking paths that join the short hike to the lighthouse. The Keeper’s House functions as both an interpretive center and a bed and breakfast. Guided tours are offered by knowledgeable docents during the summer to educate visitor’s about the iconic lighthouse and its rich history.

The Sea Lion Caves. Image Source.

A must see attraction located fifteen minutes from the Florence city center is North America’s largest sea cave, which is a privately owned wildlife preserve and bird sanctuary, and is inhabited throughout the year by as many as 200 Stellar sea lions. Visitors can take an elevator ride descending 200 feet down into the Sea Lion Caves, which is as tall as a 12-story building and as wide as a football field. As the Sea Lion Caves are part of the Oregon/Cape Perpetua Marine Reserve, the Caves are not a zoo; the wild animals are protected and come and go as they please and follow their natural . During the summer, the sea lions can be found lounging in the rookery areas (along the rock ledges outside) with their young. In the fall and winter, they can be found inside the cave’s natural amphitheater. This sea cave is the only known mainland home of wild sea lions in the world and is a must see for visitors of Florence.


The South Coast Tourism Steering Committee met on Tuesday, June 20, 2017 at 1:00pm at the Charleston Marine Life Center.

This is the local group of volunteers working with a large network of people in the region as a result of the Travel Oregon Rural Tourism Studio process that happened in the Coos Region January-April, 2017

The members that attended were: Marie Simonds, Z Flathers, K Hope, F Bai, T Mace, J Bennetti, Shaun Gibbs, and Miles Phillips with Sea Grant Interns Dustin James and Catie Michel; and members that attended by phone were: Elena Vizzini, JP Bowles, and K Clayborn. ( Apologies to anyone we may have missed)

Sea Grant Tourism Program  Intern Catie Michel at the Charleston Marine Life Center before the meeting.

Marketing Action Team lead Marie Simonds reported that the team is making progress on completing the input of ORB data related to restaurants and tourism operations in the area to help promote them. Agritourism/Eat Fresh & Local Action Team lead Michelle Martin reported that their current main priorities include collaboration with the Wild Rivers Coast Farm Trail and interviewing local producers to gauge interest in being on a farm trail. the Outdoor Recreation Action Team is working on the final vetting of the Regional Trails Plan and construction of new trails in the area.

Sea Grant Tourism Program Intern Dustin James at the Charleston Marine Life Center before the meeting.

The Coos County Tourism Workgroup Board  has approved funding match of $10,000 and the Wild Rivers Coast Alliance has offered $10,000 for the other half of the required match for South Coast Tourism Steering Committee Travel Oregon Rural Tourism Studio grant application.

For more information regarding team efforts please feel free to contact the action team leads: Michelle Martin <mmartin@nwumpqua.org> , Dave Lacey, <dave@the peoplescoast.com> Marie Simonds< msimonds@wildriverscoastalliance.com>