Something I have found very useful is to look at the common data set for the schools that he is interested in. Most of the guidebooks are based on this information - might as well get the most up to date information available for free rather than pay for someone else to print it. Here is how to get the info for University of Oregon.
Google "university of oregon common data set"
This will take you to this link:
http://ir.uoregon.edu/cdsClick on the most recent year and a huge spreadsheet of information about the school becomes available.
Click on the tab CDS-C at the bottom and you will get information about who they admitted in the past.
Look at the answers to question C-9. You can see that the middle 50% of the students admitted to U of O are in the 500s for both Math and English. This gives your son an idea of what he would have to shoot for in order to be admitted into U of O without any athletic help.
Scrolling down a little, questions C-11 and C-12 are all about GPA. In the case of University of Oregon, you can see that the middle 50% of their admissions had a high school GPA between 3.25 and 3.75. Assuming that a B+ average is a 3.5, your son is right in the middle from a GPA point of view.
While not all school participate in the Common Data Set program, a very high percentage do. While athletics may be able to improve your son's chances of admission, if he can get in without any help, that certainly makes life easier on both the coach and your son.