Brew to Bikes: Portland‘s Artisan Economy

Charles Heying

Contributing authors

Renée Bogin Tracy Braden Alison Briggs Melissa Cannon Laura Cesafsky Abigail Cermak Bobby Cochran Valerie DePan Shanna Eller Amanda Hess

Talia Jacobson Lauren Larin Serenity Madrone Moriah McSharry McGrath Elizabeth Mylott Rebecca Ragain Josh Roll Marianne Ryder Oliver SmithBridger Wineman

What is the book about?

• Celebration of Portland artisans – recognition of their significant contribution to Portland’s urban life and economy

• Examination of characteristics of artisan enterprises and what they tell us about how working and living are being transformed in a post-industrial society

• Some personal thoughts on how we might rethink strategies for local economic development

Today’s presentation

• Quick facts about artisan sectors in the book

• Examination of the central paradox of the book – the emergence of local distinctiveness in global economy

• Three questionsWhy is the artisan economy flourishing

now?Why in a particular place?Why Portland?

• Portland is growing a substantial artisan economy

• Not confined to traditional cultural areas - entering sectors dominated by mass production and consumption.

Brew• Typical of many traditional industries – large

scale consolidations at the top – growing artisan sectors at the grassroots

• With 38 craft breweries, Portland has more than any city in the world.

• 12.4% of all beer consumed in Oregon was made in Oregon.

• Oregon breweries directly employ 4700 Oregonians

Bikes

• Cyclists have long revered Portland for its bicycle friendly culture and infrastructure… Now riders are helping the city build a cycling economy. - New York Times

• Bicycle related industries add $90 million to Portland economy – Alta Planning and Design

Food – Portland has been discovered

This is a golden age of dining and drinking in a city that 15 years ago was about as cutting edge as a tomato in January. Every little neighborhood in this city of funky neighborhoods now seems to be exploding with restaurants, food shops and markets, all benefiting from a critical mass of passion, skill and experience, and all constructed according to the gospel of locally grown ingredients. New York Times

Fashion

• New industry starts in 2001• Today over 90 designers • 26 retail stores• 4 local winners of Project

Runway

Everywhere – dynamic artisan sectors• coffee• distilled spirits• indie music• books, comics, zines,

radio, and film• diy crafters• nonprofit artisans: Rebuilding Center, Free Geek, City Repair • leather• instrument making• tech startups

Central paradox of the book – local distinctiveness in global

economyThree questions

• Why is the artisan economy flourishing now?

• Why in a particular place?

• Why Portland?

Digital revolution produces a new marketplace that favors niches over

hits

Digital revolution changes production

• Undermines the production functions of large centralized organizations

• Increases access to specialized tools, services, products

• Increases capacity to quickly find and assemble resources

• Flexible programmable production equipment available for short run artisan like products

Digital revolution changes relationships between buyer and

maker.

• Social networking aspects of internet facilitate the creation of niche communities of those with specialized interests and passions

• Facilitates the creation of learning communities – crowd accelerated innovation

Music and crafts but where else?

• Brew, bikes, film, fashion, media, publishing, coffee, distilled spirits, furniture, instruments

• Unexpected places - banks

• Think about you own profession –

What is the equivalent of ReverbNation that is about to change your profession ?

New economy is going to look a lot more like an artisan economy than

not.

• Handout – Chapter 3

• Lessons Learned – Chapter 18

• Thoughts about what it means for economic development – Chapter 19

• Explanation for artisan sector, but ----

• Why in a particular place?

• Why Portland?

Why a particular place?• Place is an attribute of some artisan products

(terroir) – wine, food

• Place becomes an attribute of other artisan products– bikes, music

• Face to face is still important

• Clusters are advantageous – coopertition

• Mobility allows choice and artisans follow a vibe

Why Portland?• Has the vibe• Vibrant funky neighborhoods and business districts• Walkable. bikeable, transitable city • Relatively low cost residential • Knowledgable patrons who support local

enterprises• Substantial social wealth• Open political system receptive to new ideas• Some big artisan anchors – Stumptown, Powells,

New Seasons, Dark Horse Comics, Rejuvenation, Mcmenamins, Clear Creek Distillery, Grand Central Baking.

• Culture that takes social innovation seriously

It’s localism without parochialism, it’s back to the future, the Jetsons on

bikes.

Thank you

Questions?