UMPQUA HOLDINGS CORP
DEF 14A, 2000-03-31
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                           SCHEDULE 14A INFORMATION


                  Proxy Statement Pursuant to Section 14(a)
                    of the Securities Exchange Act of 1934

[x]  Filed by the Registrant

[ ]  Filed by a Party other than the Registrant

Check the appropriate box:

[ ]  Preliminary Proxy Statement

[ ]  Confidential,  for  Use of the  Commission  Only  (as  permitted  by Rule
     14a-6(e)(2))

[x]  Definitive Proxy Statement

[ ]  Definitive Additional Materials

[ ]  Soliciting Material Pursuant to Rule 14a-11)c) or Rule 14a-12

                          Umpqua Holdings Corporation
                ----------------------------------------------
               (Name of Registrant as Specified in Its Charter)

        ------------------------------------------------------------------
       (Name of Person(s) Filing Proxy Statement, if other than Registrant)

Payment of Filing Fee (Check the appropriate box):

[x]  No fee required.

[ ]  $125 per Exchange Act Rules 0-11(c)(1)(ii),  14a-6(i)(1),  14a-6(i)(2) or
     Item 22(a)(2) of Schedule 14A.

[ ]  Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.

     1)   Title of each class of securities to which transaction applies:
          ____________________________________________________________________


     2)   Aggregate number of securities to which transaction applies:
          ____________________________________________________________________

     3)   Per unit price or other  underlying  value of  transaction  computed
          pursuant  to  Exchange  Act Rule 0-11 (Set forth the amount on which
          the filing fee is calculated and state how it was determined):
          ____________________________________________________________________

     4)   Proposed maximum aggregate value of transaction:
          ____________________________________________________________________


     5)   Total fee paid:
          ____________________________________________________________________

[ ]  Fee paid previously with preliminary materials

[ ]  Check box if any part of the fee is offset as provided  by  Exchange  Act
     Rule  0-11(a)(2) and identify the filing for which the offsetting fee was
     paid previously.  Identify the previous filing by registration  statement
     number, or the Form or Schedule and the date of its filing.

     1)   Amount Previously Paid:

     2)   Form, Schedule or Registration No.:

     3)   Filing Party:

     4)   Date Filed:

<PAGE>

                         UMPQUA HOLDINGS CORPORATION
                              445 S.E. Main St.
                            Roseburg, Oregon 97470
             ___________________________________________________

                   NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                          TO BE HELD APRIL 26, 2000
             ___________________________________________________

To the shareholders of Umpqua Holdings Corporation:

     Notice is hereby given that the annual meeting of  shareholders of Umpqua
Holdings Corporation will be held at the principal office of South Umpqua Bank
located at 445 S.E. Main St., Roseburg,  Oregon, on Wednesday, April 26, 2000,
at 7:00 p.m. for the following purposes:

     (1)  To  elect  directors  to  serve  three-year  terms  or  until  their
          successors are duly elected and qualified;

     (2)  To  transact  such other  business as may  properly  come before the
          meeting or any adjournments thereof.

     Only  shareholders  of record at the close of  business on March 17, 2000
are entitled to vote at the meeting or any adjournments thereof.

     Further  information  regarding  voting  rights  and the  business  to be
transacted at the meeting is given in the accompanying  proxy statement.  Your
continued interest as a shareholder in our growth and development is genuinely
appreciated by the officers and employees who serve you.

March 17, 2000                  BY ORDER OF THE BOARD OF DIRECTORS


                                Julie M. Ryan
                                Corporate Secretary


                            YOUR VOTE IS IMPORTANT

You are  cordially  invited to attend the meeting.  It is important  that your
shares be represented regardless of the number you own. Even if you plan to be
present,  you are  urged to  complete,  sign,  date and  promptly  return  the
attached proxy using the envelope provided. If you attend the meeting, you may
vote either in person or by your proxy.  Any proxy given may be revoked by you
in writing or in person at any time prior to the exercise thereof.  Attendance
at the meeting will not, of itself, revoke a previously given proxy.



                                      1
<PAGE>

                          UMPQUA HOLDINGS CORPORATION
                               445 S.E. Main St.
                            Roseburg, Oregon 97470

                                PROXY STATEMENT

     This  proxy   statement  is  being   furnished  in  connection  with  the
solicitation  by the Board of  Directors  of Umpqua  Holdings  Corporation  of
proxies to be used at the annual meeting of  shareholders  scheduled for April
26, 2000. This proxy statement and the enclosed form of proxy are being mailed
to  shareholders  on or about March 27,  2000,  together  with our 1999 Annual
Report to Shareholders.

     Only the holders of common  stock as shown on our records as of March 17,
2000, are entitled to notice of, and to vote at, the meeting. A quorum for the
purpose of transacting business requires the presence,  in person or by proxy,
of the holders of a majority of the outstanding  shares.  An abstention from a
given matter will not affect the presence of the shares as to determination of
a quorum.  At the close of business on March 17,  2000,  there were  7,609,727
shares of common stock issued and outstanding,  with each share being entitled
to one vote. In the election of directors,  each share is entitled to one vote
for each director  position to be filled,  and shareholders may not accumulate
votes.

     Proxies  in the  form  enclosed  are  being  solicited  by the  Board  of
Directors.  Execution  of a proxy will not in any way  affect a  shareholder's
right to attend the  meeting  and vote.  A proxy may be  revoked  prior to its
exercise  at the  meeting  by  presenting  a proxy  bearing  a  later  date or
submitting a written  revocation  to Julie M. Ryan,  Corporate  Secretary,  at
South Umpqua Bank, 445 S.E. Main St., Roseburg,  Oregon, prior to commencement
of the meeting,  or by oral request or  submission  of such an  instrument  of
revocation  at the  meeting if the  shareholder  is  present  at the  meeting.
However,  a  shareholder  who attends  the meeting  need not revoke his or her
proxy and vote in person  unless he or she wishes to do so.  Attendance at the
meeting will not, of itself, revoke a proxy.

     If a proxy in the  enclosed  form is executed  and  returned,  the shares
represented will be voted according to your  instructions.  If no instructions
are  given,  the proxy  will be voted FOR the  election  of the  nominees  for
directors,  and in the proxy holder's discretion on any other matters that may
properly come before the shareholders at the meeting.

     Umpqua   Holdings   Corporation   will  bear  the  cost  of  this   proxy
solicitation. We do not expect to pay any compensation for the solicitation of
proxies,  but may reimburse  brokers and other persons  holding stock in their
names,  or in the names of  nominees,  for their  expenses  in  sending  proxy
material  to  principals  and  obtaining   their   proxies.   In  addition  to
solicitation  of  proxies  by  mail,  we may  also use  officers  and  regular
employees  to  solicit  proxies  from  shareholders,  either  in  person or by
telephone, fax, or letter, without extra compensation.





                                      2
<PAGE>

                           BUSINESS OF THE MEETING

Agenda Item 1. Election of Directors

     Umpqua  Holdings  Corporation's  Articles  of  Incorporation  and  Bylaws
provide  that  directors  are elected to serve  staggered  three year terms of
office. The Articles of Incorporation of Umpqua Holdings Corporation establish
the number of  directors  between 6 and 19, with the exact  number to be fixed
from time to time by  resolution  of the  Board of  Directors.  The  number of
directors is currently  set at nine.  Directors  are elected by a plurality of
votes,  and  shareholders are not entitled to accumulate votes in the election
of directors.

     As of the annual  meeting,  three  directors are completing  their terms.
These positions are open for election. The Board is nominating Scott Chambers,
Ronald O. Doan, and Allyn C. Ford for reelection to a term that will expire in
three years.  Each of the nominees are currently  serving as directors of both
Umpqua Holdings Corporation and South Umpqua Bank.

     It is the  intention  of the  persons  named in the proxy to vote FOR the
election of the nominees  listed  above.  If any nominee is not  available for
election,  the proxy will be voted by the  individuals  named in the proxy for
such substitute  nominee as the Board may designate.  Management has no reason
to believe any nominee will be unavailable.

     The Board recommends a vote FOR the election of all nominees.



                                       3
<PAGE>

Information Regarding Directors and Executive Officers

     The age,  business  experience,  and position of each of the nominees for
director and executive officers for the past five years is as follows:

Directors

     Harold L. Ball, age 62, has served as a Director since 1990.  Mr. Ball is
the President and Chief Executive Officer of Orenco Systems,  Inc., located in
Sutherlin,  Oregon,  that produces  hardware to implement  filter and pressure
sewer designs. Mr. Ball has 36 years of civil engineering experience in public
works and private practice.

     Ronald O. Doan,  age 55, has served as a Director  since  1995.  Mr. Doan
currently  is  the  Operations  Officer  for  Cow  Creek  Government  Offices.
Previously,  Mr. Doan served as the General Business Director of Pacific Power
and Light Co., an electric  utility  company,  for Mid and Southern Oregon and
Northern  California.  Mr.  Doan has 31 years of  management,  sales and human
resources  experience.  Mr. Doan  served as  President  of the Douglas  County
Industrial Development Board and the Roseburg Area Chamber of Commerce.

     Allyn C. Ford,  age 58,  serves as Chairman of the Board of Directors and
has served as a Director since 1971. Mr. Ford is President and General Manager
of Roseburg Forest Products, a company located in Roseburg,  Oregon, that is a
fully  integrated  wood products  manufacturer.  Mr. Ford has over 29 years of
management experience with Roseburg Forest Products.

     David B.  Frohnmayer,  age 59,  has  served  as a  Director  since  1996.
Mr. Frohnmayer is the President of the University of Oregon in Eugene, and has
served in that capacity since 1994. He is the former Dean of the University of
Oregon School of Law and former State of Oregon Attorney General.

     Lynn K. Herbert, age 48, has served as a Director since 1993. Mr. Herbert
is Manager of Herbert Lumber Company in Riddle, Oregon, and has served in that
capacity since 1988.  Mr.  Herbert has over 19 years of management  experience
with Herbert  Lumber  Company.  Mr.  Herbert is the son of Milton  Herbert,  a
significant shareholder and one of the founders of South Umpqua Bank.

     Neil D. Hummel,  age 53, has served as a Director since 1986.  Mr. Hummel
is the  owner of and a broker  with The Neil  Company  Realtors  in  Roseburg,
Oregon. He has over 20 years of experience as a real estate agent and broker.

     Frances  Jean Phelps,  age 56, has served as a Director  since 1997 . Ms.
Phelps has  served as the  Executive  Director  of Relief  Nursery,  a private
nonprofit child abuse prevention agency in Eugene, Oregon, since 1984.

     Scott Chambers, age 40, has served as a Director since 1999. Mr. Chambers
is   President   of  Chambers   Communication   Corp.   of  Eugene,   Oregon-a
telecommunications  company that owns and operates cable  television  systems,
network broadcast  television  stations,  a film and video production company,
and an interest in a computer  animation  company.  Mr. Chambers serves on the
Executive  Board for  CableLabs  and is a board member of the  National  Cable
Television Association.

     South Umpqua Bank held 12 meetings of the Board of Directors during 1999.
All  directors  attended at least  75 percent  of the total number of meetings
held during 1999.



                                      4
<PAGE>

Executive Officers

     Raymond  P.  Davis,  age 50,  serves  as  Director,  President  and Chief
Executive Officer of the Company. Mr. Davis has served as Director,  President
and Chief Executive  Officer of South Umpqua Bank since June,  1994.  Prior to
joining South Umpqua Bank in 1994, he was President of US Banking  Alliance in
Atlanta,  Georgia,  a bank  consulting  firm.  He has 20 years  experience  in
banking and banking related industries.

     Daniel A.  Sullivan,  age 48,  serves as Senior Vice  President and Chief
Financial  Officer of the Company.  He has served as Senior Vice President and
Chief Financial  Officer of South Umpqua Bank since 1997.  Prior to that time,
Mr. Sullivan served as Vice President of Finance for Instromedix of Hillsboro,
Oregon (1997) and has also worked as Senior Vice  President and Controller for
US Bancorp in Portland, Oregon (1983 to 1996).

     Steven A. May, age 47, serves as Senior Vice President/Retail  Banking of
South Umpqua Bank, a position he has held since 1994.  Prior to that time, Mr.
May served as Vice  President  and  District  Manager of the US Bank of Oregon
from 1988 to 1994, as the administrator of a group of four retail branches.

     Gerald  (Gary) L.  Pierpoint,  age 61,  was hired in 1996 as Senior  Vice
President/Eugene  Operations  of  South  Umpqua  Bank and has over 35 years of
banking  experience.  Mr.  Pierpoint  served as Vice  President  and  Regional
Manager  of the Bank of  California  in Eugene,  Oregon  (1989 to 1996) and as
Regional Vice President of First Interstate Bank (1983 to 1989).

     Rodger  L.  Terrall,  age 45,  serves as Senior  Vice  President  / Chief
Lending Officer of South Umpqua Bank, a position held since October,  1996. He
previously  was the head of  commercial  lending  in Eugene  for Union Bank of
California (1989-1996).

     Dora (Dolly) C. Lusty, age 52, was hired in May 1997 and serves as Senior
Vice  President/Credit  Administrator  of South Umpqua Bank.  Mrs. Lusty was a
senior bank examiner for the State of Oregon  serving in that capacity for six
years. Mrs. Lusty holds a Bank Management  Diploma from the American Institute
of Banking,  and she has attended  numerous  FDIC and Federal  Reserve  System
examination and credit schools.



                                      5
<PAGE>

Committees of the Board of Directors

     The Audit Committee  appoints and services the reports of our independent
public  accountants,  regulatory  examinations  and  internal  audit  reports.
Reports of all  examinations are reviewed with the entire Board. The committee
consists of Directors Hummel (Chairperson), Frohnmayer, Doan and Phelps.

     The Budget and Compensation  Committee reviews and oversees our budgeting
process,  and  compensation  strategies.  On a quarterly basis, the results of
their meetings are reviewed with the entire Board of Directors.  The committee
consists of Directors Doan (Chairperson), Ball, Herbert, Davis and Hummel.

     The Loan and Investment  Committee  approves  certain loans,  reviews the
adequacy of our allowance for loan losses, maintains an appropriate balance in
the interest  rate  sensitivity  of our loan and  investment  portfolios,  and
determines the liquidity,  type and term of investment securities we purchase.
The committee consists of directors Herbert  (Chairperson),  Ball, Davis, Doan
and Hummel.

     The  Business  Development  Committee,  consisting  of  directors  Phelps
(Chairperson),  Davis,  Chambers and Doan,  is  responsible  for reviewing our
overall marketing and business development  strategies,  which include deposit
growth, return on quality service and new product announcements.

     The Strategic Positioning  Committee,  consisting of directors Frohnmayer
(Chairperson),  Doan, Chambers, Phelps, Herbert, and Davis, is responsible for
the review and oversight of strategic  planning,  and the review of technology
and expansion strategies.

Director Compensation

     Each  non-employee  director  received a fee of $2,250 per quarter during
1999. The Chairman  received $2,750 per quarter.  These amounts are payable in
shares of  Umpqua  Holdings  Corporation  stock.  Shares  of  Umpqua  Holdings
Corporation  stock are purchased  quarterly by Ragen MacKenzie  brokerage firm
for each director.  The President received no additional  compensation for his
service on the Board or any of its Committees.



                                      6
<PAGE>

Executive Compensation

      The following table sets forth all compensation paid during the last
three calendar years to the Chief Executive Officer and the five most highly
compensated Executive Officers.  No other executive officer received salary
and bonuses during the year ended December 31, 1999 in excess of $100,000.

<TABLE>
<CAPTION>

                                                                                           Annual         All Other
Name and Principal Position                 Year           Salary       Bonus (1)      Compensation (2)  Compensation
- - ----------------------------------------------------------------------------------------------------------------------

<S>                                         <C>          <C>            <C>               <C>            <C>       <C>
Raymond P. Davis                            1999         $  179,792     $  55,500         $    8,520     $  12,000 (4)
  President and Chief Executive Officer     1998         $  166,500     $  51,750         $    7,750     $  16,549 (4)
                                            1997         $  155,468     $  48,150         $    8,430     $ 276,559 (3)

Gerald (Gary) L. Pierpoint, Sr.             1999         $   98,880     $  16,800         $    8,568     $  18,343 (4)
  Senior Vice President/Eugene area         1998         $   98,880     $  14,820         $    8,400     $   9,216 (4)
                                            1997         $   96,000     $  19,200         $    5,640     $  11,604 (4)

Steven A. May                               1999         $   90,000     $  14,400         $    1,860     $   8,250 (4)
  Senior Vice President/Retail Banking      1998         $   84,800     $  20,000         $    1,750     $   7,860 (4)
                                            1997         $   80,000     $  20,000         $    1,680     $   9,236 (4)

Daniel A. Sullivan (5)                      1999         $  106,325     $  23,000         $    6,934     $  15,468 (4)
  Senior Vice President and                 1998         $   97,923     $  20,900         $    4,486     $       - (4)
  Chief Financial Officer                   1997         $   15,833     $  14,033         $        -     $       - (4)

Rodger L. Terrall                           1999         $   87,500     $  14,875         $    1,560     $   7,687 (4)
  Senior Vice President and                 1998         $   83,200     $  15,000         $        -     $   7,440 (4)
  Chief Lending Officer                     1997         $   80,000     $  16,000         $        -     $       - (4)

Dolly Lusty (6)                             1999         $   69,750     $  15,600         $        -     $       -
  Senior Vice President and
  Credit Administrator

</TABLE>
- - ---------

(1)  Includes  bonuses paid,  or to be paid,  during the  subsequent  year but
     attributable to the year indicated.

(2)  Perquisites  and other  personal  benefits,  if any,  did not  exceed the
     lesser of  $50,000  or 10% of the total  annual  salary and bonus for the
     named executive officer for any of the periods indicated.

(3)  In connection  with the grant of stock options to Mr. Davis in 1995,  the
     Bank entered into a stock appreciation rights agreement ("SAR") providing
     for a cash payment to him of an amount  determined by the increase in the
     market  price  of the  Bank's  Common  Stock in each of the  years  ended
     December 31, 1995,  1996 and 1997. Mr. Davis'  entitlement to the payment
     was conditioned upon his continuing as an employee and President  through
     year end 1997.  Under the SAR,  he was  entitled to a payment of $777,594
     upon the  expiration of the SAR as of December 31, 1997,  reflecting  the
     significant  increase in market value of the Bank's common stock over the
     preceding  three  years,  which  payment was made in February  1998.  The
     amounts  included  in 1996 and 1997 as other  compensation  reflect  that
     portion of the SAR expiring in each of those years, as well as the Bank's
     contribution to the 401(k) Profit Sharing Plan for Mr. Davis' benefit.

(4)  Consists of the Bank's  contribution  to  employees'  401(k) Plan for Mr.
     Davis's, Mr. May's, Mr. Pierpoint's, Mr. Sullivan's Mr. Terrall's and Ms.
     Lusty's benefit.

(5)  Mr. Sullivan started working for South Umpqua Bank in November, 1997.

(6)  Mrs. Lusty became an Executive  Officer in 1999.




                                      7
<PAGE>

Executive Compensation Plans and Agreements

     Employment and Change of Control Agreements. We have entered into special
agreements with certain executive  officers.  These agreements are intended to
motivate  the  executives  to remain  employed by us. We have  entered into an
agreement  expiring in July 2000 with  Raymond P.  Davis that provides for his
employment as President and Chief Executive Officer and further provides for a
payment of an amount equal to nine months'  base  salary,  plus any  pro-rated
executive  incentive bonus if we terminate his employment for any reason other
than "cause." In addition,  we agreed to provide medical benefits to Mr. Davis
for the maximum time allowed by law. Should Mr. Davis' employment terminate as
a result of a change in  control,  the  agreement  provides  for payment of an
amount  equal to two  times  the  average  of the  total  annual  compensation
(including  incentive  bonuses)  paid to  Mr. Davis  during  the last two full
calendar years of employment.

Stock Option Plan

     We  have  a  non-qualified  stock  option  plan  which  was  approved  by
shareholders  during 1995. The plan reserves an aggregate of 1,150,000  shares
of common stock for grants to key employees. The Board of Directors designates
those key employees who are eligible.  The maximum  number of shares which may
be issued at any given time is limited to 10% of the shares outstanding at the
time the options are granted,  excluding  shares issued  pursuant to the plan.
Options granted under the plan may have a term not exceeding 11 years from the
date of grant and the exercise  price of the options will not be less than the
fair market value of the common stock on the date of grant.

     The  purpose  of the  plan  is to  provide  additional  incentive  to key
employees  to  enhance  shareholder  value by giving  them an  opportunity  to
participate  in the  increase  of such value and gain an  ownership  interest.
Vesting of such options occurs annually based on our financial performance for
each  fiscal  year  measured  by the return on equity and return on gross book
value.  If such  performance  standards  are not met,  the options vest on the
sixth anniversary of the date of grant.

     During  1999  options  for 85,000  shares of common  stock were issued to
employees under the 1995 Stock Option Plan.


                                      8
<PAGE>

<TABLE>
<CAPTION>

                                                       Options Granted in Last Fiscal Year
                                --------------------------------------------------------------------------------------
                                                                                               Potential Realizable
                                                                                                  Value at Assumed
                                                                                               Annual Rates of Stock
                                                                                                 Price Appreciation
                                                    Individual Grants                           for Option Term (1)
                                ----------------------------------------------------------    ------------------------
                                                  Percentage
                                                   of Total
                                  Number of         Options       Exercise
                                 Securities       Granted to      Price
                                 Underlying        Employees      (Dollars        Expira-
                                   Options         in Fiscal         per           tion
                                   Granted           Year          Share)          Date         5%($)        10%($)
                                --------------    ------------    ----------     ---------    ----------    ----------
<S>                                    <C>              <C>           <C>          <C>         <C>           <C>
Steven A. May                          15,000           10.0%         $9.63        5/3/10      $250,137      $417,268
Daniel A. Sullivan                     25,000           16.7%         $9.63        5/3/10      $416,895      $695,447
Gerald (Gary) L. Pierpoint             15,000           10.0%         $9.63        5/3/10      $250,137      $417,268
Rodger L. Terrall                      15,000           10.0%         $9.63        5/3/10      $250,137      $417,268
Dolly Lusty                             7,500            5.0%         $9.63        5/3/10      $125,069      $208,634
</TABLE>

- - ---------

(1)  The potential  realizable  value of the options  granted is calculated by
     multiplying  the difference  between the exercise price of the option and
     the market value per share of the underlying stock (assuming a 5% or 10%,
     as the case may be,  compounded  annual  increase of the stock price from
     the date of grant to the final expiration of the option) by the number of
     shares underlying the options granted.

<TABLE>
<CAPTION>
                                      Aggregate Option Exercises Last Fiscal Year and Fiscal Year-End Option Values (1)
                                  ------------------------------------------------------------------------------------------
                                                                     Number of Securities          Value of Unexercised
                                                                    Underlying Unexercised        In-the-Money Options at
                                                                     Options at FY-End (#)            FY-End ($) (2)
                                  ------------------------------------------------------------------------------------------
                                  Shares Acquired      Value
                                  on Exercise (#)  Realized ($)   Exercisable   Unexercisable   Exercisable   Unexercisable
- - ----------------------------------------------------------------------------------------------------------------------------
<S>                                         <C>         <C>            <C>              <C>       <C>
Raymond P. Davis                            14,400      $ 91,083       271,425          35,000    $1,680,866           --
Steven A. May                                3,600      $ 19,855        10,600          34,600    $   30,492      $ 25,047
Daniel A. Sullivan                             --       $    --         13,000          52,000    $    5,000      $  7,500
Gerald (Gary ) L. Pierpoint                    --       $    --         17,000          38,000    $   48,000      $ 32,000
Rodger L. Terrall                              --       $    --         17,000          38,000    $   40,500      $ 27,000
Dolly Lusty                                    --       $    --            --            7,500    $      --       $    --
</TABLE>


(1)  All  share  amounts  have  been  adjusted  to  reflect  subsequent  stock
     dividends and stock splits through March 17, 2000.

(2)  On December  31, 1999,  the market  price of the Bank's  Common Stock was
     purposes of the foregoing  table,  all stock  options  issued before 1998
     have that amount and are therefore  considered to be  "in-the-money"  and
     have a  between  $9.25  and  the  exercise  price  of the  stock  option,
     multiplied by the by the stock option.  All stock options  issued in 1998
     and 1999 were issued exceeding $9.25 and are therefore not "in-the-money"
     at fiscal year end.



                                      9
<PAGE>

 Transactions with Directors and Officers

     Some of the  directors  and  officers  and  members  of  their  immediate
families and firms and  corporations  with which they are associated have been
parties to  transactions  with South Umpqua  Bank,  including  borrowings  and
investments in time deposits.  All such loans and investments in time deposits
have  been  made  in the  ordinary  course  of  business,  have  been  made on
substantially  the same terms,  including  interest  rates paid or charged and
collateral   required,   as  those  prevailing  at  the  time  for  comparable
transactions  with  unaffiliated  persons,  and did not involve  more than the
normal risk of  collectibility or present other  unfavorable  features.  As of
December 31,  1999, the aggregate outstanding amount of all loans to executive
officers,   directors,   principal   shareholders  and  their  associated  and
affiliated  companies was approximately  $3,654,000 which represented 9.95% of
the  consolidated  shareholders'  equity  at that  date.  All such  loans  are
currently in good standing and are being paid in accordance with their terms.

                COMPLIANCE WITH SECTION 16 FILING REQUIREMENTS

     With the public offering in April, 1998, South Umpqua Bank became subject
to the reporting  requirements  of the  Securities  Exchange Act of 1934. As a
state-chartered  bank,  South  Umpqua Bank filed its periodic  reports,  proxy
material,  and  other  information  with  the  FDIC.  Upon  completion  of the
reorganization,  in  March  1999,  Umpqua  Holdings  Corporation  assumed  the
obligations  of South Umpqua Bank, and now files its periodic  reports,  proxy
material,  and other  information with the Securities and Exchange  Commission
(SEC).

     Section  16 of the  Securities  Exchange  Act of 1934  requires  that all
executive  officers,  directors and persons who  beneficially own more than 10
percent  of the  common  stock  file an  initial  report  of their  beneficial
ownership  of  common  stock  and to  periodically  report  changes  in  their
ownership.  The  reports  must now be made with the  Securities  and  Exchange
Commission with a copy sent to us.

     Based solely upon our review of the copies of the Section 16 filings that
we  received  with  respect to the fiscal year ended  December  31,  1999,  we
believe  that,  other than as stated  below,  all  reporting  persons made all
required  Section 16 filings  with  respect  to such  fiscal  year on a timely
basis.  The Annual  Statement of Changes in  Beneficial  Ownership  filing for
Raymond  P.  Davis,  Steven  A.  May,  Daniel A.  Sullivan,  Gerald  (Gary) L.
Pierpoint,  Rodger L. Terrall, and Dora (Dolly) C. Lusty were filed three days
beyond  the  filing  deadline  in order to  accurately  report  the  Company's
contribution to the respective employees' 401k Profitsharing Plan account.

                                      10
<PAGE>

                           STOCK PERFORMANCE GRAPH

     The chart,  shown  below,  compares the yearly  percentage  change in the
cumulative  shareholder return on Umpqua Holdings  Corporation's  common stock
during the ten fiscal years ended December 31, 1999, with (i) the Total Return
Index for The Nasdaq Stock Market (U.S.  Companies)  as reported by the Center
for Research in Securities  Prices, and (ii) the Total Return Index for Nasdaq
Bank Stocks as reported by the Center for Research in Securities Prices.  This
comparison  assumes  $100.00  was  invested on December  31,  1989,  in Umpqua
Holdings  Corporation's  common stock, and the comparison indices, and assumes
the reinvestment of all cash dividends prior to any tax effect,  and retention
of all stock  dividends.  Prior to April  1998,  Umpqua  Holdings  Corporation
common stock was not quoted on Nasdaq.  Prior to its listing on Nasdaq trading
activity was limited.  For purposes of computing  return  information  for the
periods being  compared,  the chart is based on price  information  for trades
that were reported to Umpqua Holdings  Corporation  prior to April 1998. Price
information  from April 1998 to December 31,  1999,  was obtained by using the
Nasdaq quote as of that date.


<TABLE>
<CAPTION>
                                  UMPQUA HOLDINGS CORPORATION STOCK


                                    12/89       12/90       12/91        12/92         12/93        12/94
- - -----------------------------------------------------------------------------------------------------------
<S>                                <C>         <C>          <C>          <C>           <C>          <C>
 Total Return Index                $100.00     $114.92      $136.70      $177.83       $282.75      $397.48
- - -----------------------------------------------------------------------------------------------------------
 NASDAQ U.S.                       $100.00     $ 84.907     $136.134     $158.480      $181.869     $177.874
 NASDAQ Bank Stocks                $100.00     $ 73.229     $120.069     $174.762      $199.367     $198.639
 S&P 500                           $100.00     $ 96.758     $126.450     $136.166      $149.450     $151.519

</TABLE>
<TABLE>
<CAPTION>

                                    12/95         12/96        12/97         12/98         12/99
- - --------------------------------------------------------------------------------------------------
<S>                                <C>           <C>        <C>           <C>           <C>
 Total Return Index               $ 570.60       $693.89    $1,327.60     $1,317.43     $1,270.92
- - --------------------------------------------------------------------------------------------------
 NASDAQ U.S.                      $251.398      $309.309    $ 379.001     $ 534.062     $ 964.842
 NASDAQ Bank Stocks               $295.975      $390.790    $ 654.290     $ 649.776     $ 624.568
 S&P 500                          $208.473      $256.799    $ 342.645     $ 442.138     $ 535.989
</TABLE>



                                      11
<PAGE>

                  SECURITY OWNERSHIP OF MANAGEMENT AND OTHERS

     The  following  table sets forth the shares of common stock  beneficially
owned as of March 17, 2000, by each director and each named executive officer,
the  directors  and  executive  officers as a group and those persons known to
beneficially own more than 5% of our common stock:


                                                      Number of
                                                        Shares
                                                     Beneficially   Percentage
Name and Position                                      Owned (1)     of Class
- - -----------------------------------------------  --------------     -----------

Lynn K. Herbert, Director                              537,311 (3)       7.06%
Raymond P. Davis, Director, President/Chief            310,418 (4)       3.93%
Allyn C. Ford, Director                                121,944 (5)       1.60%
Neil D. Hummel, Director                                34,261 (6)           *
Harold L. Ball, Director                                32,309 (7)           *
Rodger L. Terrall, Sr. VP/Chief Lending                 29,725 (8)           *
Gerald (Gary) L. Pierpoint, Sr. VP/Eugene               29,027 (8)           *
Daniel A. Sullivan, Sr. VP/Chief Financial              27,515 (9)           *
Steven A. May, Sr. VP/Retail Banking                    20,752 (10)          *
Frances Jean Phelps, Director                            6,391 (2)           *
David B. Frohnmayer, Director                            5,166 (2)           *
Ronald O. Doan, Director                                 6,151 (2)           *
Dora (Dolly) C. Lusty, Sr. VP/Credit                     2,203 (12)          *
Scott Chambers, Director                                 1,380               *
All directors and executive officers as a            1,164,553 (2,      14.56%
Milton Herbert, Shareholder, Canyonville, OR           920,548 (2)      12.09%

- - ---------

*    Less than 1.0%.

(1)  Shares  held  directly  with sole  voting and  investment  power,  unless
     otherwise  indicated,  and shares held in the Dividend  Reinvestment Plan
     have been rounded down to the nearest whole share.

(2)  Includes shares held with or by his/her spouse.

(3)  Includes  shares held  jointly with his spouse.  Includes  shares held as
     custodian for minor children.

(4)  Includes  shares held  jointly  with or by his spouse.  Includes  286,425
     shares covered by options exercisable within 60 days.

(5)  Includes 97,661 shares held as Agent for Ford Family Investment Pool.

(6)  Includes  shares held jointly with his spouse and includes  20,898 shares
     held as trustee for The Neil Co. Realtors Money Purchase Pension Plan.

(7)  Includes  shares held  jointly  with or by his  spouse.  Does not include
     shares beneficially owned by Mr. Ball's adult sons as to which shares Mr.
     Ball disclaims beneficial ownership.

(8)  Includes 25,750 shares covered by options exercisable within 60 days.

(9)  Includes 24,250 shares covered by options exercisable within 60 days.

(10) Includes 19,350 shares covered by options exercisable within 60 days.

(11) Includes 383,400 shares covered by options exercisable within 60 days.

(12) Includes 1,875 shares covered by options exercisable within 60 days.


                                      12
<PAGE>

               REPORT OF THE BUDGET AND COMPENSATION COMMITTEE

                          ON EXECUTIVE COMPENSATION

     The Budget and Compensation Committee is responsible for establishing and
administering our executive compensation program.

Compensation Philosophy and Objectives

     The  philosophy  underlying the  development  and  administration  of our
compensation  plan is the alignment of the  interests of executive  management
with those of the shareholders. Key elements of this philosophy are:

o    Set  base  compensation  at a  level  to  attract  and  retain  competent
     executives.

o    Establish incentive compensation plans which deliver bonuses based on the
     financial performance of the company.

o    Provide significant equity based incentives for executives to ensure they
     are  motivated  over the long term to respond to the  company's  business
     challenges and opportunities, as owners rather than just employees.

     Incentive Plan for Senior  Management.  Our Incentive Plan provides for a
performance incentive payable to the President/CEO at least annually.  Payment
is targeted to be 30% of the President/CEO's year-end rate of base pay for the
year in question if we meet or exceed our  projected  financial  goals for the
preceding  year. The amount of bonuses (which can exceed the target) is solely
at the  discretion of the Board of  Directors.  Distribution  normally  occurs
during the first quarter of the following year.

     The plan for other key  executives is payable at least  annually,  and is
targeted  at 20% of the  Executive's  base pay for the year.  Payment  of such
performance  bonus is contingent upon both our performance and the executive's
personal performance during the year.  Distribution normally occurs during the
first quarter of the following year.

     The 1995 Stock  Option Plan is the vehicle by which  executives  can earn
additional  compensation  depending on our financial  performance.  Grants are
made at the  discretion  of the Board of Directors  and awarded to  individual
executives,  thereby providing additional incentive for executives to increase
shareholder value.  Executives receive value from these options when our stock
appreciates over the long term.

Budget and Compensation Committee Members

      Ronald O. Doan (Chairperson)
      Lynn K. Herbert
      Neil D. Hummel
      Harold L. Ball
      Raymond P. Davis


                                      13
<PAGE>

Agenda Item 2. Other Business

     The Board knows of no other matters to be brought before the shareholders
at the meeting.  In the event other  matters are  presented  for a vote at the
meeting,  the proxy holders will vote shares  represented by properly executed
proxies at their discretion in accordance with their judgment on such matters.

     At the meeting,  management will report on our business and  shareholders
will have the opportunity to ask questions.


                                      14
<PAGE>

                   PROXIES AND VOTING AT THE ANNUAL MEETING

     Each copy of this proxy  statement sent to shareholders is accompanied by
a proxy solicited by the Board of Directors for use at the 2000 annual meeting
of shareholders and any adjournments thereof. Only holders of record of common
stock at the close of business  on March 17,  2000 are  entitled to notice of,
and to vote  at,  the  meeting.  Shareholders  will  vote on the  election  of
directors  and consider  such other  matters as may  properly  come before the
meeting.  Shares represented by properly executed proxies will be voted at the
meeting in accordance  with the  instructions on the proxy. If no instructions
are  given,  the  shares  represented  thereby  will be  voted in favor of the
persons  nominated by the Board to serve as directors and in the discretion of
the proxy holders on such other matters that may be considered at the meeting.
Ballots and proxies will be counted by employees appointed by management.

     Execution of a proxy will not in any way affect a shareholder's  right to
attend the meeting and vote.  A proxy may be revoked  prior to its exercise at
the meeting by presentation of a proxy bearing a later date or by submitting a
written revocation to Julie Ryan, Corporate  Secretary,  at 445 S.E. Main St.,
Roseburg, Oregon, before the meeting, or by oral request or submission of such
an  instrument of  revocation  at the meeting if the  shareholder  is present.
However,  a shareholder  who attends need not revoke his or her proxy and vote
in person  unless he or she wishes to do so.  Attendance  at the meeting  will
not, of itself, revoke a proxy.

     Shareholders  are requested to complete,  date, and sign the accompanying
proxy  and  return  it  promptly  in the  envelope  provided  even if they are
planning to attend the meeting.

     Our  authorized  capital stock  consists of  20,000,000  shares of common
stock, no par value,  and 2,000,000 shares of preferred stock. As of March 17,
2000,  there were 7,609,727  shares of common stock issued and outstanding and
entitled to vote at the meeting,  held by  approximately  600  shareholders of
record,  and no shares of preferred stock issued and outstanding.  As of March
17, 2000, directors, executive officers, and principal shareholders,  together
with their affiliates,  had beneficial ownership of 2,085,101 shares, of which
1,701,701 shares are entitled to vote.

     A majority of the outstanding  shares of common stock must be represented
at the  meeting,  in  person  or by  proxy,  to  constitute  a quorum  for the
transaction of business. Shares that are not represented in person or by proxy
may not be  counted  toward a quorum  or in favor of any  proposition.  Shares
represented  at the meeting,  in person or by proxy,  will be counted toward a
quorum, and thereafter,  an abstention from a given matter will not affect the
presence  of the  shares  as to  determination  of a  quorum.  Other  than the
election of directors, any action to be taken by the shareholders must receive
the affirmative vote of the majority of shares represented at the meeting.  An
abstention  from approval of any matter will not be counted as a vote in favor
of that matter and,  except in the election of  directors,  will thus have the
effect of a vote  against  that  matter.  An  abstention  with  respect to the
election  of  directors  will  have no  effect  as a vote for or  against  any
nominee,  because the  directors are elected by a plurality of the votes cast;
nominees  receiving the most votes will be elected.  Each share is entitled to
one  vote.  Shareholders  do not  have  the  right  to  accumulate  votes  for
directors.


                                      15
<PAGE>

                    INFORMATION AVAILABLE TO SHAREHOLDERS

     Our  annual  report is being  mailed  to  shareholders  with  this  proxy
statement.  Additional  copies of the Annual  Report may be  obtained  without
charge by writing to Investor Relations, South Umpqua Bank, 445 S.E. Main St.,
Roseburg,  Oregon  97470.  South  Umpqua Bank was  required  to file  periodic
reports  and  other  information  with the  FDIC  pursuant  to the  Securities
Exchange Act of 1934 and the rules  thereunder.  The reporting  obligations of
South  Umpqua Bank became our  obligations  with the  reorganization  of South
Umpqua Bank as our  subsidiary,  in March 1999. Our reports are filed with the
SEC.

     Copies of the public portions of reports to the FDIC may be inspected and
copied at the office of the FDIC, 550 17th St. N.W., Washington,  D.C. Certain
financial  information  filed by South  Umpqua Bank with the FDIC is available
electronically at the FDIC's internet web site at www.fdic.gov.

     Copies of the public  portions of reports to the SEC may be inspected and
copied at the headquarters of the SEC, 450 Fifth Street, NW, Washington,  D.C.
20549.  Certain information is available  electronically at the SEC's internet
web site at www.sec.gov.

                        INDEPENDENT PUBLIC ACCOUNTANTS

     KPMG  LLP,   independent   Certified  Public  Accountants,   audited  the
consolidated  financial statements of the Bank for the year ended December 31,
1999.  Representatives  of KPMG  are  expected  to be  present  at the  annual
meeting,  will be  given  the  opportunity  to make a  statement,  and will be
available to respond to any appropriate questions.

                           PROPOSALS OF SHAREHOLDERS

     Any shareholder who wishes to submit a proposal for  consideration at the
Bank's next annual meeting must submit the proposal no later than November 26,
2000.






                                      16



[FRONT]
                                 REVOCABLE PROXY

                           UMPQUA HOLDINGS CORPORATION
                         ANNUAL MEETING OF SHAREHOLDERS
                                 APRIL 26, 2000

                    PROXY SOLICITED BY THE BOARD OF DIRECTORS

The  undersigned  hereby  appoints Allyn C. Ford and Neil Hummel,  and each of
them, proxies with power of substitution to represent and to vote on behalf of
the undersigned  all shares of Common Stock of Umpqua Holdings  Corporation at
the annual meeting to be held on April 26, 2000, and any adjournments thereof,
with all powers the  undersigned  would  possess if personally  present,  with
respect to the following:

           (Continued and to be signed and dated on the other side)

[REVERSE]

1.   Election of Directors INSTRUCTION:  To withhold authority to vote for any
     individual, strike a line through the nominee's name below.

Scott Chambers
Ronald O. Doan
Allyn C. Ford

[    ] FOR all nominees listed (except as marked to the contrary)

[    ] WITHHOLD AUTHORITY to vote for all nominees listed


2.   Other  Matters.  At the  discretion  of the proxy  holder,  on such other
     business as may  properly  come  before the meeting and any  adjournments
     thereof.

Either or both of the  proxies  (or  substitutes)  present at the  meeting may
exercise all powers granted hereby.

THE SHARES REPRESENTED BY THIS PROXY WILL BE VOTED AS SPECIFIED ABOVE, BUT. IF
NO  SPECIFICATION  IS MADE,  THIS PROXY WILL BE VOTED FOR THE  ELECTION OF ALL
NOMINEES.  Proxies may vote in their  discretion as to other matters which may
come before the meeting. Dated_________________________, 2000

__________________________
Signature of Stockholder(s)

_________________________
Signature of Stockholder(s)

Please  date and  sign  above  exactly  as your  name  appears  on your  stock
certificate(s)  (which  should be the same as the name on the address label on
the envelope in which this proxy was sent to you),  including  designation  as
executor,  trustee,  etc., if applicable.  A corporation must sign its name by
the president or other authorized officer. All co-owners must sign.

Please  mark,  sign and date your  proxy card and  return it  promptly  in the
enclosed envelope.



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