Located on the central Oregon coast along U.S. Highway 101, Florence provides convenient access to a wealth of outdoor recreational activities and breathtaking scenery. The town is also accessible via Oregon Highway 126 from Eugene, Oregon's second largest city, and home of the University of Oregon. This scenic route runs from the fertile Willamette Valley and then along the Siuslaw River, which flows through coastal mountains to Florence and the Pacific Ocean. 

Florence has a population of over 6,000 and serves a market base of approximately 20,000. It is the largest community in western Lane County, and is a center for business, medical care, education and other services. The Florence area is also popular as a diverse and rich "playground" destination, where lush green forests meet the ocean's edge along one of America's most beautiful and dramatic coastlines.