In this way each community is presented as part of a unified region rather than as separate competing places. With this approach visitors would first be introduced to the entire region, which, as a whole, offers more to the visitor than do the individual communities. While the emphasis of this promotion is on attracting visitors, individuals and businesses interested in relocating to the region are reached by SOVA as well. The promotional benefits that would be accrued through membership in an organization such as SOVA would, in all likelihood, far exceed the annual membership cost. Advertisements can be placed in tourism or vacation guides produced by Oregon Magazine and newspapers throughout southern Oregon and northern California.
Opportunities also exist for the promotion of the valley through advertising along state highways.
Tourist oriented signs promoting local services and advertisements placed in travel kiosks are two methods od advertising along these highways. It is designed to inform them of what exists in the valley and why they should come experience it. The simplest approach is merely to respond to potential inquiries by sending promotional materials to interested retirees. Other approaches are more proactive and can directly target retirees currently living in other areas. Retirees often move to a location they discover while traveling.