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This small but only somewhat touristy town is the gateway to the 40-mile stretch of sand dunes known as the Oregon Dunes National Recreation Area, and where you'll find a charming little Old Town section to please both your palette and your need to shop. In the late spring, thousands of Rhododendrons bloom and the event is celebrated with an annual Rhododendron Festival. Citizens For Florence. Florence Area Chamber of Commerce. Florence is in Lane County Oregon.