Continues Industry Leadership by Hiring Brand Expert to Reinforce
                        Personalized Banking Strategy

PORTLAND, Ore., March 4 /PRNewswire-FirstCall/ -- Umpqua Bank, a subsidiary of Umpqua Holdings Corporation (Nasdaq: UMPQ), reinforced its leadership in personalized banking by naming brand strategy expert David Hawkins as vice president, brand manager. Hawkins, previously a program director at Portland-based Ziba Design, was a central figure in the design and development of Umpqua Bank's innovative Pearl District store that serves as a model for offering a personalized banking experience.

(Logo: http://www.newscom.com/cgi-bin/prnh/20030917/SFW078LOGO )

"As we continue to introduce the Pacific Northwest and beyond to a new way of banking, David will be instrumental in identifying strategies and methods to further enhance the Umpqua experience exemplified in our Pearl District store," said Lani Hayward, Umpqua Bank senior vice president, marketing. "His achievements and experience at a world-class design firm will bring a fresh perspective not only to Umpqua Bank but to the entire banking industry."

In the newly created marketing position of brand manager, Hawkins is responsible for strengthening consistency in the Umpqua Bank experience as well as infusing operations with a fresh approach to products, merchandising and store environments. Umpqua Bank's decision to hire a brand manager from outside the banking environment is rare in the industry and distinguishes Umpqua Bank as an industry leader for its trend setting approach to retail banking.

The collaboration between Umpqua Bank and Ziba Design for the Pearl District store resulted in conveniences such as wireless Internet laptop computers, a large flat screen television, the bank's own coffee blend, business books recommended by Portland-based Powell's Books and a complimentary Umpqua chocolate presented on a tray with each transaction.

About Umpqua Bank

Umpqua Bank, headquartered in Roseburg, Ore., is a subsidiary of Umpqua Holdings Corporation and has 64 locations between Ashland, Ore. and Vancouver, Wash., and along the Oregon Coast. Umpqua Holdings also owns retail brokerage subsidiary Strand, Atkinson, Williams & York, Inc., which has 14 locations throughout Oregon and Southwest Washington and offers brokerage services within Umpqua Bank stores. Umpqua Bank's Private Client Services Division provides tailored financial services and products to individual customers. Umpqua Holdings Corporation is headquartered in Portland, Ore. For more information, visit www.umpquabank.com.

SOURCE  Umpqua Bank
    -0-                             03/04/2004
    /CONTACT:  Lani Hayward of Umpqua Bank, +1-503-228-2117, or
lanihayward@umpquabank.com; or Charley Ciresi of Lane Marketing,
+1-503-221-0480, or Charley@lanemarketing.com, for Umpqua Bank/
    /Photo:  http://www.newscom.com/cgi-bin/prnh/20030917/SFW078LOGO
             AP Archive:  http://photoarchive.ap.org
             PRN Photo Desk, 888-776-6555 or 212-782-2840/
    /Web site:  http://www.umpquaholdingscorp.com /
    /Web site:  http://www.umpquabank.com /
    (UMPQ)

CO:  Umpqua Bank; Umpqua Holdings Corporation
ST:  Oregon
IN:  FIN
SU:  PER

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7554 03/04/200417:11 ESThttp://www.prnewswire.com