Major Convention Center and High-Rise Hotel Studied for Downtown Medford

Medford, Oregon- A preliminary study by Hunden Partners, a contracted real estate consulting firm, has revealed promising potential for a major convention center and high-rise hotel in downtown Medford. The proposed development aims to position Medford as a competitive player in the conference market, drawing business away from larger cities like Portland and Sacramento.

The analysis indicates Medford’s ability to attract conferences with over 500 attendees, leveraging its cost-effective alternatives to more expensive urban centers. “Although it does not benefit from close proximity to Oregon’s largest markets, Medford’s strong air access to major Pacific Northwest cities and its location along Interstate 5 positions it as an appealing destination for regional and statewide groups,” the study noted.

Proposed Convention Center Options

Hunden Partners presented two development options for the convention center:

1. Large-Scale Option:
   • Capacity: Over 1,500 attendees
   • Hotel: 10 stories with 220 rooms
   • Ballrooms: Main ballroom for 1,200 people, smaller ballroom for 300 people
   • Meeting Rooms: Accommodate up to 195 people
   • Parking: 420-space, four-story structure (220 spaces for hotel guests, 200 for the convention center)
2. Scaled-Down Option:
   • Capacity: Over 1,000 attendees
   • Hotel: 6 stories with 165 rooms
   • Ballrooms: Main ballroom for 800 people, smaller ballroom for 240 people
   • Meeting Rooms: Accommodate up to 140 people
   • Parking: 325-space surface lot (165 spaces for hotel guests, 160 for the convention center)

While the cost of constructing either option remains undetermined, the study highlighted the significant expenses associated with high-rise buildings and structured parking. For context, a new four-story, 123-room hotel near The Commons District is projected to cost $25 million.

Both proposed centers include extensive food and beverage preparation areas and would require a property of up to 7 acres, depending on the chosen option and hotel height. A parking structure would reduce the required land footprint.

The study highlighted Medford’s appeal in its strategic location and accessibility. Despite the lack of proximity to Oregon’s larger markets, its air access to regional cities and position along Interstate 5 offer substantial advantages. Additionally, Medford’s proximity to California enhances its competitiveness compared to other Oregon markets.

The study underscored the strong potential to attract regional and statewide associations, especially as many groups seek alternatives to Portland due to high costs and safety concerns. Medford’s proposed facilities could accommodate large capacities, addressing a notable gap in Oregon’s current offerings.

Local and regional feedback indicates a significant demand for meeting space, with Medford poised to draw state associations, regional social, military, educational, religious, and fraternal groups (SMERF), and corporate gatherings. Medford currently lacks sufficient local meeting space, and this project could fill that void while capitalizing on the limited availability of high-capacity facilities outside Portland.

The study’s completion marks Phase One of the project. Future phases will involve solidifying the recommended building program, site analysis, project massing, construction budget, demand and financial projections, and an analysis of economic, fiscal, and employment impacts.

The proposed convention center and high-rise hotel could significantly enhance Medford’s attractiveness as a conference destination, driving economic growth and meeting a growing demand for large-scale meeting spaces in Oregon.

Medford Alert will continue to monitor this proposal and put use updates as they become available.

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Source: City of Medford / Hudson Partners