City of Eugene Cultural Services
Farmers Market Pavilion Rental
A new gathering place for the community — marketed as a versatile rental venue.
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The overview
A venue marketing campaign for the City's Farmers Market Pavilion & Plaza — a promo film, event photography, and a 360° virtual tour that turned a new rental space into an evergreen sales tool for wedding expos and outreach.
The campaign film
Step inside
The 360° tour
Strategy
A venue marketing campaign promoting the City's Farmers Market Pavilion & Plaza as a newly available public rental facility. The goal was to raise awareness, show the space's versatility, and drive inquiries by making the event potential and amenities immediately clear.
Audience
- Primary: couples and planners exploring wedding venues.
- Secondary: event organizers — conferences, community events, fundraisers — plus small businesses and nonprofits needing rentable space.
- Tertiary: residents who don't realize the venue is available to rent.
Goals
- Increase awareness and inquiries for the new rental venue.
- Demonstrate versatility through real event examples — weddings, conferences, skating, and more.
- Highlight amenities that simplify planning.
- Improve conversion with an immersive 360° tour for remote consideration.
The call to action: inquire about availability, pricing, and booking.
Touchpoints
Creative direction ran on two pillars — "imagine your event here" and "here's what's included." Capture spanned multiple event types to prove versatility, wide establishing shots of the full space and plaza, amenity details, and a 360° capture to support remote decision-making.
Rollout
The hero trailer anchored the rollout, with supporting photo posts rotating by renter type. Distribution covered City channels, venue listing pages, and in-person promotion — the film plays on loop at wedding expos and outreach events as a walk-up pitch tool — backed by paid promotion. The 360° tour served as a high-intent follow-through via links and QR codes.
Yield
Showing real event scenarios lifted the perception of versatility, and amenity-first visuals reduced the research burden for planners. The 360° tour made the venue feel accessible and moved remote prospects from interest to inquiry. The assets continue to function as evergreen sales tools, especially at expos.
What I'd do next
- Add stronger attribution: QR codes, UTMs, and a "how did you hear about us?" inquiry field.
- Cut renter-type versions — 30 seconds each for wedding, conference, and community event.
- Add a simple "next step" end card with a tour link and availability highlights.
The article
A place built for community
At the 2026 Visitor Industry Celebration hosted by Travel Lane County, the Farmers Market Pavilion received the Placemaking Award. This honor recognizes a business or organization that supports or creates community-led, equity-centered arts and culture efforts that strengthen people’s connections to each other and Lane County.
Opened in 2022, the Farmers Market Pavilion has quickly become a place where people come together. Daylight pours through the brilliantly designed indoor-outdoor space, creating an inviting environment that seems to encourage exploring and connecting across all kinds of gatherings. Hosting more than 300,000 visitors each year at events such as First Friday Artwalk, Fiesta Cultural, Asian Night Market and Native American Arts and Crafts Makers Market, the pavilion’s true beauty is found in these interactions: the relationships formed, the cultures honored, and the sense of belonging that emerges.
“The space is truly built to intentionally celebrate the uniqueness of our region,” said Samara Phelps, president of Travel Lane County. “If you have attended events at the Farmers Market Pavilion, you’ve probably experienced this — running into a friend, the delight of a visitor experiencing Eugene for the first time, buying fresh produce from a local farm or just enjoying being in community.”
Jana Meszaros, the Farmers Market Pavilion steward and member of the City of Eugene’s Cultural Services team, accepted the award on behalf of the pavilion.
“From the start, this project has been realized in community and in collaboration, so that we can provide these opportunities for kinship — kinship to our local food systems, to our environment, to our city and its downtown core and kinship to one another,” Meszaros said.
She extended thanks to the Lane County Farmers Market, Lane Arts Council, Native American Arts and Crafts Makers, the City of Eugene Cultural Services team and many other City partners for their help in creating and maintaining the Farmers Market Pavilion as a true communal gathering space.
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