Ashland appears in the best-selling travel guide, 1,000 Places to See Before You Die and is the #2 town in MovieMaker Magazine's Best Places to Live and Work as a Moviemaker. The Rogue River, Crater Lake National Park, the surrounding mountains, old-growth forests, and vineyards - in the sunny part of the state - attract people from all over the world. The Oregon Shakespeare Festival is acclaimed annually as one of the top five regional theaters in the country by Time magazine.
Outside Magazine, named Ashland one the ten top small towns in the U.S. saying "Ashland (pop. 23,000) is an anomaly: It's got the Northwest's first-rate recreation (you can bike or trail-run right from town and the nearby kayaking is incredible) and culture (famous Shakespeare Festival) but not the rain (196 days of sunshine annually). And with its Napa-style vineyards, this border town is a bit Cali—in a good way."