COVA heads south to bigger Sunriver digs

One of the High Desert’s biggest players in the tourism industry has always anchored in Bend, but soon, the Central Oregon Visitors Association will move to Sunriver.

“The highest number of visitor volume in the region is in Sunriver,” COVA President and CEO Alana Hughson said Monday.

Hughson said it makes more sense for the organization to move its headquarters south.

“There’s been a lack of visitors’ services in south (Deschutes) County, and our goal is to make sure visitors moving throughout the region are well-served,” Hughson said.

COVA will set up shop in the Sunriver Village. It’s a bigger space than the current location off Bend’s Southwest Columbia Street and will offer expanded services, including interactive displays.

“The impact of Sunriver on Central Oregon has been huge for years and years and years,” said Sunriver Owners Association Communication Director Brooke Snavely. “This could help position Sunriver a little bit better.”

Sunriver businesses said they’re not just excited for the sake of tourists, But also for employees who often play tour guide.

“I also believe it will be a good asset to the employees who are working here to give them more additional information to the public,” said Flowers at Sunriver employee Patricia Laws.

During peak periods, COVA reports more than 16,000 people can come through Sunriver in a single day. With the new location, the organization hopes to connect to visitors personally and encourage them to stay longer, spend more money — and come back for more.

“Inspire them to return to a season other than than the time they’re presently visiting, and also lend to our ability to level out those peak seasons and drive ‘shoulder season’ business,” Hughson said.

Renovations of the new office are already underway and COVA hopes to move into its new spot by Christmas break.