Downtown Woodland Revitalization soft-opened its new Welcome Center on Monday, June 1, launching a new phase for local tourism and putting a city-owned building back into use after a period of vacancy.
The opening follows months of discussion about the direction of tourism in Woodland and how to allocate lodging tax funds. When the Woodland Chamber of Commerce closed its visitor center near Exit 21 in January, city officials began reviewing options for the remaining funds and examining new approaches to tourism promotion.
The nonprofit now operates from the Woodland Civic Center at 211 Lakeshore Drive, directly across the street from the former visitor center. DWR leaders said the proximity should help visitors find the new location, though building public awareness remains one of the organization’s early priorities.
Closure of the Visitor Center
Earlier, city officials considered dividing $50,000 in lodging tax funds between DWR and the Woodland Chamber of Commerce. Chamber leaders said they needed about $40,000 to keep the visitor center open, while DWR requested support for its own tourism projects. The council set aside $25,000 while weighing its options. After the chamber closed the visitor center and received no additional funding, the city distributed the remaining funds, awarding $19,000 to DWR, $4,000 to the Woodland Senior Enrichment Group and $2,000 to the Hulda Klager Lilac Gardens.
A lease approved by the Woodland City Council in April allows DWR to rent the city-owned building through Dec. 31, 2026. The nonprofit will pay $1,000 per month in base rent, along with utilities and taxes, and is responsible for maintenance, insurance and compliance. The city remains the owner of the facility.
During a prior interview with The Reflector, Aaron Brown, a DWR board member and recently appointed Woodland City Councilmember, said city officials had indicated that city lodging tax dollars would be permissible for covering the rent for city-owned facilities. In October, former councilmember Carol Rounds questioned whether lodging tax funds could be used to rent a city-owned property, as funds would be transferred directly to the city’s general fund. Woodland City Attorney Emily Guildner said the expense is considered an appropriate use.
DWR received $19,000 from the city’s remaining $25,000 in unallocated lodging tax funds after submitting a proposal focused on tourism promotion, event development and running the welcome center.
What’s new and what’s ahead for DWR
The new facility, unlike the former visitor center, emphasizes retail displays with products from local makers and businesses. Current vendors include Rusted Roots Apparel and Gifts, Wild Ivy Design and Ramona Riot, along with locally made soaps, candles and other items.
DWR leaders said they aim to give visitors something tangible to take home and to support local entrepreneurs.
“Not just something you can get on Amazon and order more about really promoting our local people and their talents, and representing the Civic Northwest,” DWR President Adonica Simpson said.
The center also offers tourism information, event materials, and displays featuring attractions in Woodland and the surrounding area. DWR has started stocking pamphlets and informational materials and plans to expand these resources, including updated maps and visitor guides.
In addition to promoting attractions like the Hulda Klager Lilac Gardens, DWR plans to share information about local nonprofits, restaurants, businesses and community events. The center will also serve as a resource for new residents moving to Woodland.
The civic center offered several advantages, Brown said, including its visibility and location near Interstate 5.
“The location is near the front of town, so when people drive into the city off of I-5… the building is visible, so we really like the location,” Brown said.
The location also presents some challenges for DWR. The building does not have its own signage and sits directly across Lakeshore Drive from the closed Visitor Center, which has a parking lot and its own building signage still up.
Brown said the organization plans to rely on signage, social media and community outreach to spread awareness.
“One nice part to that is that they’re across the street from each other, so if someone does show up at the visitor center and realizes no one’s there, perhaps they won’t have to look far,” Brown said.
The old visitor center offered dozens of tourism pamphlets, while the new facility currently has fewer paper materials. Brown said staff and volunteers will focus on tailoring information to visitors’ interests instead of providing a large number of brochures.
“It’s really a way for us to find out what people want and give them what they want and need in terms of information, (while) reminding them that they can stay here and hang up their coat and stay a while and take a look at a few of the attractions around town,” Brown said.
Simpson said community members who have already visited during the soft opening have responded enthusiastically to the building being activated and made available as a public resource.
“It’s so exciting, and the feedback we’re getting even just from the folks that have come in already, they’re so grateful to see such a beautiful building not sitting empty,” Simpson said.
The Welcome Center is open from 10 a.m. to 4 p.m. at least five days a week, though hours may change as volunteer availability and staffing needs are reviewed. More information is available at facebook.com/p/Downtown-Woodland-Re vitalization-100094722710306 and on DWR’s website at dwrwoodlandwa.org.
