503. The Salem Chamber's Magazine: Autumn 2021

the salem chamber’s magazine

Salem Shines During IRONMAN Union Gospel Mission’s New Men’s Facility Fly Salem Update Alan Costic’s Architectural Legacy

Autumn 2021

Life is anything but expected

That’s why we’re here.

We provide benefits that your employees want for those unexpected moments in life, whether that’s an accident, illness or injury.

Our plans not only help cover what regular insurance doesn’t, but we also help employees make informed choices and proactively look for ways to pay when they get sick or injured.

Colonial Life. Keep Unexpecting® Shane Attebery 541-226-3740 Shane.Attebery@ColonialLifeSales.com Melody Campbell 971-563-2007 Melody.Campbell@Coloniallifesales.com

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Injury | Illness | Dental | Vision | Life Insurance products are underwritten by Colonial Life & Accident Insurance Company, Columbia, SC. ©2021 Colonial Life & Accident Insurance Company. All rights reserved. Colonial Life is a registered trademark and marketing brand of Colonial Life & Accident Insurance Company. 5-21 | AD-666456

M E S S A G E F R O M THE CEO

In Search of Your Next Employee If your business were a car, your employees would be the engine.

The problem is, it’s hard to find new employees to help you build a bigger engine right now.

As The Champion for Strong Communities, we are fully aware of the issues and policies that contribute to this problem, but discussing these here won’t help you address the opportunities in front of you and your business right now.

We’ve compiled some best practices from innovative employers and entrepreneurs for you to swipe for your business. Here is some of our best advice on how and where to get help.

ADJUST YOUR EMPLOYER MINDSET Instead of hiring employees to take care of your customers, consider thinking of your employees as your customer. Innovative, growth-oriented businesses use this shift in their own mindset to build a better culture – one that your people want to join and stick with.

The ideal outcome in this approach is that your #1 customers – your employees – pay it forward and treat your customer as their #1 customer because you are modeling this behavior.

Experts suggest polling your employees with Net Promoter Score methodologies on the simple question, “How likely are you to recommend our business as an employer?” Pulsing this question over time allows you to make adjustments and measure their impact.

YOUR CURRENT EMPLOYEES JUST MIGHT KNOW YOUR FUTURE EMPLOYEES If you’ve ever said to yourself, “I wish I could just clone my current team,” consider them your best asset in building the DNA of your business by getting them involved in your hiring process. Innovative entrepreneurs using this approach have incentivized (and even gamified) recruiting internally for key positions.

Using external hiring costs as a reference, consider offering a similar amount as a financial incentive to current team Autumn 2021

member who finds your next team member. The ultimate outcome using this approach is that your current team recruits people they like and respect to come to work with them – for you. This is a great way to build a positive culture in your workplace.

TELL US WHAT YOU’RE LOOKING FOR And by “us,” I don’t just mean the Salem Chamber.

“Us” is your network of personal and professional contacts. Although the saying, “It’s not what you know but who you know” gets thrown around at job-seekers a lot, the same logic also applies to employers who are searching for talent.

You may not be immediately aware of anyone who could fill a key position, but perhaps a colleague you met at a seminar or a fellow professional association member might know someone. Or maybe instead of a professional peer it’s a friend of yours who knows a recent college grad or a veteran who would be perfect for your position.

All of this is to say that your professional and personal network is a resource that just might surprise you. And don’t limit your network to those in Salem. Have you noticed that the Salem Area is growing?

This is because we enjoy some of the best quality of life anywhere in the world, and people want to move here. Your hiring opportunity might be the reason someone moves here.

PROFESSIONAL RECRUITERS ARE RECRUITING EVERY DAY Professional recruiters have the relationships, experience, and the avenues needed to find candidates and find them quickly – probably more quickly than a business that hires only to fill occasional vacancies. They also have resources and best practices to make sure you’re competitive with your compensation packages.

by Tom Hoffert, Chief Executive Officer

The thing about hiring right now is that available employees are snatched up very quickly, so using professional recruiters allows you to expand your network using the resources of someone who specializes in finding talent. Professional recruiters aren’t just headhunters for talent, they are also essential entrylevel workforce partners.

The Salem Chamber recommends reaching out to these members who specialize in your hiring challenges: Express Employment Professionals, South Coast Business, Elwood Staffing, People Ready, Selectemp Employment Services, BDI Staffing, TNT Management Resources, CanStaff Employment Services, Barrett Business Service, and WorkSource Oregon at the Oregon Employment Department.

So who better to help you find your next key employee than someone whose business it is to match companies with excellent clients day in and day out?

BUILD YOUR BENCH NOW Over time, your team will change.

Rather than starting the hiring process when you have an opening, consider an evergreen (always on) recruiting process that identifies prospects for key roles, and recruits them in an on-going way. When an opening presents itself in your business, you can take down the “Now Hiring” sign in the window in favor of a phone call to your prospective hire with the message, “Are you ready to make a move?

Now is the time!”

When you’re searching for your next key employee, you don’t want just anybody to take the wheel. You want the best person for the job. However finding that future key employee is often easier said than done.

Online sources, tapping into your existing network for possible referrals, internal recruiters, and hiring professional recruiters are all options that can make finding your next key employee easier. Try one of these options and see how it works for you. 503.

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TERTIARY LOGO This stacked logo is the tertiary logo option for the Salem Chamber. Utilize this option for instances where the space available is more fitting for a square orientation.

20 Ironman Comes to Salem.... 16 Leveraging Content through Storytelling................................18 Spotlight on Architect Alan Costic...................................20

the salem chamber’s magazine

Update on Fly Salem................. 24

President’s Message............... 6 Directors & Staff..........................8

Benefits of Advanced Construction Education...... 26

Advocating for Salem’s Small Businesses...................10

A Guide to Create a PostPandemic Business Plan........ 28

Union Gospel Mission’s New Facility Now Open................. 12

Ambassador of the Quarter: Ron Peters................................. 30

Cover: IRONMAN 70.3 took place in Salem this past July, the first of a multi-year commitment.

Courtesy Ironman 70.3 Oregon.

Above: Architectural drawing of Volcanoes Stadium by AC + CO Architecture | Community.

@salemchamber

1110 Commercial St. NE Salem OR 97301 503.581.1466 www.salemchamber.org

salem_chamber

@salemchamber

401 Oak St., Silverton, OR 97381 P.O. Box 927, Mount Angel, OR 97362 503.845.9499 www.mtangelpub.com

503. is published quarterly

by Mt. Angel Publishing, Inc., proud Chamber member.

Publisher: Paula Mabry Project Manager: Tavis Bettoli-Lotten Advertising Graphics: Steve Beckner To advertise in the next issue, contact Advertising Executive: Jerry Stevens 541.944.2820 • jerry.s@mtangelpub.com

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S a l e m C h a m b e r. o r g

Welcome Newest Chamber Members May 1 – Aug. 15, 2021 Risk Point Insurance West Salem Ace Hardware Big Red’s Barbershop Windermere Heritage Trevor Barre Real Estate Broker Drake Perio PacificSource Health Plans Oregon Senior Living Experts South Salem Primary Care – Praxis Health Jaclyn Easton Coaching Oregon Cattlemen’s Association Pac/West Lobby Group International Housing Concepts Salem Capitals, LLC Advanced Business Solutions, LLC Spencer Todd, Attorney at Law Retirement Housing Foundation Steve Riebel – Coldwell Banker Commercial Mountain West Real Estate Aljets Consulting, LLC Pacific Cloud IT, Inc. Apogee Axonaut GI Junk Removal

Interested in joining the Salem Area Chamber of Commerce?

For more information, contact Michelle Warner at michelle@ salemchamber.org Autumn 2021

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5

CH AMBER PRES IDE N T’ S ME S S AG E

Returning to IN PERSON

by Laura Dorn, Berkshire Hathaway HomeServices

July 1 was my official day to transition to Salem Chamber of Commerce Board President. It seemed like just yesterday, I was accepted to be on the board of directors. This is an honor, privilege, and includes a great deal of responsibility and time. I’m up for the challenge!

I believe my dear friend, and mentor, Mike McLaran would be so proud of me. I’m excited about our new, talented board of directors and great and talented staff that is ready to serve and tackle the challenges ahead for members, businesses, and our community. Already, we are off to a great start with so many in-person events!

We kicked off the Greeters season at none other than the Marion County Fair!

This was the first in-person Greeters since the initial shut down from COVID, and what a turn out. There were many regulars, but also many new faces. We were addressed by the Marion County

Commissioners and the new chair and co-chair of Greeters, Julie Hoy and Stephanie Bobb. The Marion County Fair was a great success, and it took a lot of effort to pull it off in such a short notice.

The second event was the Ribbon Cutting ceremony at the Union Gospel Mission’s new Men’s Mission site on July 17. It was an honor to join the Chamber ambassadors to cut the ribbon and represent our long-time member Cory Redding Construction, who helped build the new facility. This was a long time in the making and could not have been possible without all the generous donations of money

Above and top: Greeters at Marion County Fair. Right: Ribbon cutting ceremony for the Men’s Mission building of Union Gospel Mission.

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S a l e m C h a m b e r. o r g

and time from so many people and community leaders.

Tickets to the Annual Chamber Business Women Summer Social sold out early this year, and the event was held at Redhawk Winery on July 20.

There was great food, great wine, and, most of all, great connecting! Thanks again to Wild Pear for the fabulous hors d’oeuvres, and John and Betty Pataccoli for allowing us to host this great evening at their beautiful winery.

The next in-person event for me was our annual Board Retreat. This was my first, real board meeting as president, and it was so great to be together in person. Due to the COVID-19 shut down, we were unable to meet as a board during the entire year Kathy Gordon was president. I was so fortunate and excited that Kathy was able to join us and share in the fun as Past President. Even though her whole year was on Zoom, we could not have done all the great work this last year without her as the leader of our organization.

We have such a talented and diverse board. It was so important and so productive to spend a day planning and getting to know each other away from our work – but not our phones!

This great group of leaders will be perfect for this board and our larger community.

AND THERE ARE MORE EVENTS TO COME… The Forum Speaker Series will back in person, beginning on Monday, Sept.

13, 2021. The Spirit of Salem Awards will continue to be given out during the Forum luncheons. At these events, you can hear from business and community leaders who inform and inspire conversation through a variety of different topics. These events are also an opportunity to connect with key decision makers within our community. This nine-month series runs September through May. One of my personal favorites is the Autumn 2021

Chamber Business Women’s Summer Social at Redhawk Winery.

McLaran Classic Golf Tournament, sponsored by Columbia Bank. This event will take place on Friday, Sept.

20. The McLaran Classic is one of the best ways to connect with the mid-Willamette Valley’s top business decision makers. This staggered tee time event is the largest professional golf tournament in the region, with 236 community leaders taking to the course in one day. Golfers of all skill levels are welcome in the featured 4-person scramble format.

We are so excited to announce that this October, our Agri-Business Banquet will be a Harvest Luncheon with our keynote speaker being Barb Iverson from the Oregon Farm Bureau. We will return in 2022 with our Agri-Business Banquet in January.

And finally, the big one: The 71st Annual First Citizen Awards Banquet will be back in March of 2022.

The Salem Chamber is excited to announce that this will be our biggest event of the year! During this event, we honor the pillars of our community

with the Distinguished Service, Young Professional, The Legend Award, and The First Citizen awards. Stay tuned to the Salem Chamber’s communication channels to find out more about when these events will be happening, and the details needed to attend.

I hope that we will see you at many of these events. So much work goes into them, and we could not do it without our generous sponsors and hardworking and talented staff. This year, the Chamber will have some exciting new beginnings. Last year, while living through a once-in-ageneration pandemic, we remained strong and were instrumental in helping so many businesses stay open. Some of my goals are to get back to helping us create and mentor new leaders for our community. My door is always open and I’m just a phone call away. Let’s hope that COVID is in the rear-view mirror so our businesses can prosper so that our entire community may thrive. 503.

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Your Chamber EXECUTIVE COMMITTEE

BOARD MEMBERS

President LAURA DORN

Hope Orthopedics

Berkshire Hathaway HomeServices Advisors, LLC

President-Elect WENDY VELIZ Portland General Electric

Past President KATHY GORDON Aldrich CPA’s & Advisors, LLP

Vice President – Membership JENNIFER MARTIN Mid-Valley Commercial Real Estate

STAFF TOM HOFFERT

Chief Executive Officer

KRISTI PIPPERT

Director of Operations

Vice President – Advocacy JEFF MILLER Coldwell Banker Commercial

Vice President – Events & Programming JONATHAN CASTRO MONROY

ICONS Castro Monroy Group

LORISSA ADDABBO MARIN ARREOLA III

JIM VU

The Kitchen on Court Street

MIKE HERRON

CHRISTY WITZKE

Advanced Economic Solutions

VIPs Industries

BRANDON BLAIR

Geppetto’s Italian Restaurant

RYAN COLLIER

Kelly’s Home Center

Summit Wealth Management Collier Law

These are the individual icons for DAKOPOLOS the Treasurer PAUL Salem Chamber.

They are ideal for STEPHEN JOYE Garrett Hemann Robertson, social media swag P.C. Fischer, Hayes,profile images, Joye & Allen, LLC items, and other similar applications.

RICH DUNCAN Secretary Rich Duncan These icans may be utilizedConstruction in any ALAN RASMUSSEN brand color.

Navy blue on white or Modern Building white on navy blue are the Systems preferred/primary options.

EMMANUEL ZACHARY GOICOCHEA SIELICKY Director of Marketing & Communications

JEFF DUNN

Lineage Logistics

Director of Business Advocacy

SAIF

JULIE HOY

TOM YANG

T-Mobile

JEFF KELLY

DAN McDOWELL

Pioneer Trust Bank

RANDALL SUTTON

Saalfeld Griggs, P.C.

ERIC TEMPLETON

AmeriTitle

NAOMI TILLERY

Membership Engagement Specialist

CTEC Business Liaisons

MICHELLE WARNER

Membership Specialist

RIBBON CUTTING REQUEST FORM

CHRIS SEELY

Workforce Development Specialist

Member Services

Windermere Real Estate.

DEVIN BROWN VALERIE FRY-RAMIREZ

Greeters at Marion County Fair.

GREETERS APPLICATION

Let’s celebrate! Ribbon Cuttings are a complimentary service the Salem Area Chamber of Commerce provides to members at the Connector level and above who have just started a new business, have moved to a new location, or who have recently undergone a remodel. As the business owner, you have the option of making this event as simple or as elaborate as you wish.

Greeters is the largest and most active business networking opportunity in the Salem area. Greeters is available to all Salem Area Chamber of Commerce members (and their employees). Applications are due a week from booking your date. Requests are taken on a first-come basis. Members will be put on a wait list once the calendar year is full.

Members can host Greeters once in a calendar year.

Be sure to fill out a request form at salemchamber.org/ ribboncuttingform to book your date now!

salemchamber.org/host-greeters-application

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S a l e m C h a m b e r. o r g

How do we rebuild a better Oregon?

After a year of tremendous hardship, how do we rebuild a more interconnected, equitable, resilient Oregon? How do we help each other recover, rebuild, and restart our lives and businesses? How do we start listening to and considering each others’ point-of-view? How do we inject opportunity, across the state so everyone has a chance to add to the greater good? The answer — Together.

Join us as we learn and share how to rebuild a better Oregon, for all Oregonians.

L E A R N | CO N N EC T | D O N AT E BRINGING OREGONIANS TOGETHER SINCE 1973 PORTLAND | BEND | SALEM | EUGENE | MEDFORD

Autumn 2021

O R E G O N C F.O R G

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Advocating for Salem’s Small Businesses

by Zachary Sielicky, Director of Business Advocacy Small business policy is favorable to working families. Every year, small businesses face new challenges from local, state, and federal policies, which increase the cost of goods and labor and inhibit business operations. The Salem Chamber is YOUR business advocate, and we will continue to champion our small businesses, educate and develop leaders, and assist in making our community a great place to do business and raise a family.

Street. Strategic development will lead to attracting new businesses to Salem, increase our local tax revenue, and create a city people wish to visit.

Addressing Our Unsheltered Population We will fight for humane, but pragmatic, policies to address our unsheltered population. Working with key community partners in finding job opportunities, rehabilitation, and mental health services to this group in our community is paramount. We will advocate for an effective use of the sit-lie ordinance, which will equip our first responders with a mechanism for cleaning up our streets and parks so families and businesses may flourish and enjoy our beautiful city.

What does it mean to have an advocate for your business?

As a business owner, your time and efforts should be focused on growing your business. This means you do not always have the time to focus on advocating with your local elected officials on key issues affecting our business community. That is what we are here for. With a membership base of over 1,000 businesses, we become a conduit for one strong voice when advocating for the needs of small businesses.

Our Salem Project We advocate for policies which allow the free market to determine what our city needs. We will fight against any pernicious policies affecting small businesses and promote thoughtful development. We will ask for incentive-based approaches for goals and initiatives outlined in a final draft of the Our Salem Project. We appreciate the concerted effort to engage the entire community and hear from our diverse Salem residents.

Elections The Salem Chamber will work to help elect local officials who hear and understand the needs of our small businesses and working families. We will continue to cultivate business leaders and thoughtful community members who could run for elected positions in the future.

Our organization will support thoughtful leaders in our community who recognize the immense value a strong, localized economic foundation has for a city.

Salem Climate Action Task Force Though the process of finding a communal and localized approach to dealing with the effects of climate change is challenging, we will advocate for policies which place minimal to no harm on small businesses. We will continue to advocate for the return of commercial air service to Salem and support the essential needs for both working families and small businesses to have access to natural gas as a cost-effective, efficient, and reliable source of energy.

Strategic Development The City of Salem has seen incredible growth and development throughout the downtown corridor. Property development is small business development. We will work with key community leaders, elected officials, and other leadership organizations to bring new life to Front

If you would like to get more involved in our quest to make Salem a metropolis of commerce, please contact me at zachary@salemchamber.org. 503.

’re here.

’re open.

RUN FOR RECOVERY Sept 25th

5K | 10K | 1 mile walk

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Visit our food truck at the Salem Saturday Market!

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S a l e m C h a m b e r. o r g

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An All-Inclusive

Solution

Union Gospel Mission’s new facility now open

The process of creating new life for one person can begin with a conversation. To create new life for many takes a place.

The new Men’s Mission at the Union Gospel Mission is a godsend in the truest sense of the word. With an overabundance of beds, programs, and services, this new mission site seeks to provide a space for the most vulnerable and bring the light of hope to their lives.

“It’s really all about life change,” says UGM of Salem Executive Director Dan Clem. “It’s about one person at a time. One person got

in trouble at one time, and one person can – with a hand up, not a handout – get out of trouble and be a productive father, son, brother, or uncle.”

Housed within the new mission’s doors, which officially opened on July 17, are a multitude of services Dan Clem. and programs.

The first floor is a hospitality center, a place where clients can enter and interact with one another in a gathering place. The second floor of the facility is a shelter,

which is full of laundry rooms, bathrooms, showers, and sleeping areas which can house up to 284 clients. In one act of wisdom, the UGM strategically places clients with the most tension away from the side of the building that is closest to the street.

The glass on their windows is also crafted to be noise-cancelling. All these elements and more have been created to provide a more welcome transition from living on the streets to being housed.

NEW! Permit Application Website Benefits include: • Search and pay for permits, licenses, land use actions, or transient occupanvcy tax • Request permit inspections • Upload documents, plans, and applications

To register please visit permits.cityofsalem.net 12

S a l e m C h a m b e r. o r g

“We not only provide transitional living apartments upstairs, but we get housing for them,” says Clem. “We have relationships with landlords and agencies. But what about counseling? What about transportation? Housing is only one of the ten components needed for a person to just get back into the swing of things. And so, we have a lot of agencies that provide separate and distinct services to meet those needs.”

Another thoughtful decision that the UGM decided to do during the construction of the new building was to conduct an extensive archaeological survey of the land in use. Although nothing much was found, the effort was made to honor the Kalapuya tribe who inhabited the space before them.

In the near future, the UGM plans to hold a commemoration service, establish a plaque, display artwork, and help create a video which honors the original Chemeketa.

The third, and most important floor of the UGM, is meant to serve as a home for their New Life Fellowship program. While the Men’s Mission does not require clients to participate in any religious function, the staff are wholeheartedly devoted to ensuring the spirit of their belief is present within the walls.

“We’re excited to not only respect those who first gathered here,” shares Clem. “But we want to keep that gathering going.”

“About 40% of our staff come from places of desperation,” shares Clem. “We’re not just college educated counselors; we are counselors who have been there, who have been saved by grace, and been allowed to work here.”

The new UGM facility.

renowned philanthropist, helped fund-raise for the construction of the new Men’s Mission. According to Withnell, his involvement in this initiative works almost like an investment.

Considering the magnitude of a “I always say – project like this can tongue in cheek I be overwhelming. But might add – through with the help of some programs like this, a immensely generous man or woman gets and community-driven off the streets, gets off hearts, erecting this their addictions, they new building came at Dick Whithnell. have a transformation no cost to the Salem of life, maybe a faith experience, taxpayer. they become a productive citizen, they pay taxes, and then they buy Dick Withnell, former owner of Withnell Motor Company and a car,” shares Withnell.

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you’re going to die. The question is, what are you going to do between now and then?’”

While Withnell’s humility keeps him from taking much credit, it is through charitable efforts like his that the UGM has not had to rely on government funding since its founding in 1953.

“Businesses have made investments in this because they believe in recovery, not keeping you homeless by handing you something on the street; they buy into a permanent solution,” says Clem. “That’s why this is an all-

inclusive solution that doesn’t have to rely on the government.”

Withnell hopes that his act of charity helps inspire future generations and entrepreneurs to give back to their communities when the time is right.

“I just love to ask young people in particular, ‘do you think you are going to die?’ They always raise their hands,” shares Withnell. “Then I say, ‘well the question is not if

Now that the new mission site has been built and is operational, the time to reflect is imminent.

In the meantime, Clem and his team are laser focused on serving their community. Yet despite all the work they do on behalf of the unsheltered, they remain steadfast on who deserves the credit for this amazing accomplishment.

“All this building stuff – it’s all important,” says Clem. “But it doesn’t happen unless God makes it happen. It’s all God.” Undoubtedly, when clients of the new Union Gospel Mission Men’s Mission walk through the heavy cedar doors, they will receive grace upon grace. 503.

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S a l e m C h a m b e r. o r g

Bus service on Sundays!

Beginning Sept. 5, 2021

For the first time in Cherriots history, we will provide bus service on Sundays!

Servicio dominical empieza el 5 de septiembre del 2021.

THE NEW CHERRIOTS is here for you!

Flowers that express your feelings of Love, Sorrow or Gratitude for that special person.

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Autumn 2021

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o t s e m co A L E M S

July 25 saw a flood of over 2,300 local athletes and visitors to the Salem

area to participate in the IRONMAN 70.3 Oregon triathlon. This was the first time Oregon served as a host for this special event, and marks the first out of a three-year deal with the IRONMAN triathlon.

“We feel that Salem offers the perfect destination to bring the first IRONMAN 70.3 event to the beautiful state of Oregon,” said Dave Christen, regional director for The IRONMAN Group.

“We’ve had hopes of bringing an IRONMAN branded event to this region for a while now.

Offering the race in July, during the prime season for racing in the Pacific Northwest, creates an incredible opportunity for people to #exploregon. We are thrilled to 16

call Salem home for this new event and for years to come.”

As the second-largest city in the state, only an hour’s driving distance away from Portland, Salem’s pristine summer weather and outdoor amenities provided the ideal sporting destination.

“What a truly remarkable opportunity this was for Salem,” said Angie Onyewuchi, president and CEO of Travel Salem.

The race consisted of a 56-mile bike ride from riverfront park to Ankeny Wildlife Refuge, then transitioned into a 1-mile downstream swim in the Willamette River, and finished with a 13.1-mile run through Minto Brown Park.

The cultural impact of this event has been exceptional, with the hint of future events and races looming on the peripherals.

S a l e m C h a m b e r. o r g

The IRONMAN course included Riverfront Park (above left) and Minto Brown Park (above right). Courtesy IronMan 70.3 Oregon.

“Once an event like that is pulled off an event successfully, others will say ‘this destination knows what it’s doing and they can host us at the same caliber’,” says Angie. “We are all very excited about that.”

Not only did Salem see an $11 million dollar impact to its regional economy from many different channels, participants also witnessed the stellar culture our community has to offer.

Autumn 2021

One of the greatest compliments received from participants and their families, was the hospitable greeting they got from our community. All the parties involved claimed they would be returning next year. This event could not have been possible without the combined efforts of so many folks who volunteered their time to check people in, provide safe passage to swimmers, and more.

While Salem is located at the heart of the Mid-Willamette Valley,

visitors came from all over the United States, as well as from around the world, to participate.

Some athletes even came as far as Spain to compete.

With its current vistas being second to none, and further redevelopments and renovations, IRONMAN 70.3 Oregon will continue to grow even more beautiful and has the potential to become one of the premiere triathlon spots in the course’s history. 503.

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Leveraging Content

by Emmanuel Goicochea, Director of Marketing & Communications When I took the job as the Salem Chamber’s media and marketing specialist in September of 2020, I had no idea the number of stories I would be able to help tell, and the immense rewards I would gain from having told those stories.

know what your internal motivations are, I feel more comfortable spending money on the goods or services you provide. These behind-the-scenes stories, of the people behind the products in Salem, are what the Salem Chamber sought to spotlight through its content creation.

From highlighting Parr Lumber’s involvement with the CTEC program in a 503. Magazine article to promoting Uncle Troy’s BBQ through a promotional video, the creative content we have been able to produce at the Salem Chamber has been unprecedented. And to hear the positive impact these stories have had on our membership’s businesses has been humbling.

DeSantis Landscaping is a family-owned landscaping business with over 45 years of experience and local accolades. However, tucked away on State Street, their origin story was not one everyone had a familiarity with. The Salem Chamber set out to tell that origin story. Through the combined efforts of the DeSantis family’s participation, and a multimedia broadcast strategy, the Salem Chamber was able to produce a high-quality piece of video content which was then hosted on all our digital communication channels and helped inform the public on a business not everyone was familiar with. Now, Salem feels like they know where the DeSantis family has been and where their business is going.

With our website reaching over 26,000 people, Facebook reaching over 114,000, and almost 4,000 views on our YouTube page, not to mention the over 31,000 members of our Facebook page Salem Eats, the audience we reach is vast, and continues to grow daily. We illustrate these analytics not to merely toot our own horn, but to exemplify the growth in visibility your business can have when joining the Salem Chamber. And as a seasoned digital marketer, I always look over these analytic insights with a sense of strategy and eagerness to grow. Thus, I would like to take the next few minutes to discuss the ways in which you can leverage your business’s content to grow your company’s brand and increase visibility to customers.

Storytelling – The Key to Everything

With the landscape of digital marketing changing ever so frequently, it should come as no surprise that the ways in which the world used to market its products to customers has shifted. Nowadays, people actually want to connect with their brands. They value feeling like they are a part of something – I mean, don’t we all? Stories are what help us know that we are not alone. Thus, how does that affect our business community’s narrative? Who are we and why should anyone do business with us? If I, as a consumer, 18

A Family Legacy

Putting Community First

Sometimes, businesses wish to engage with the Salem Chamber in order to establish themselves as authentic advocates for the community. This was the case when we profiled Lively Station in South Salem.

Anton and Jessica Cobb, co-owners of Lively Station, established their restaurant in June of 2020. While the area in which their business is located created hype, the infamous Robert’s Crossing, knowledge of the new business was limited. How does a business communicate its mission to the masses? Just as before, we created – in house – a video content piece which detailed the history and future of Lively Station. Not only did this video increase Lively’s SEO ranking, but it communicated the motivations behind a restaurant new to Salem.

At the end of the day, the question and answer remain the same. Why did folks resonate with these pieces, along with the remaining content the Salem Chamber produced during the year? People connect through story. Story connects through people. 503.

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From Concept to Community

A Spotlight on Alan Costic

Legacies are not simply conjured up through the random ideas of insurmountable feats. Rather, they are constructed through the very works of individuals eager enough to realize their dreams.

Alan Costic, former president and principal owner of AC + CO Architecture | Community, understands this notion to the greatest extent.

Above: Alan Costic.

Top: Volcanoes Stadium, designed by AC + CO Architecture | Community.

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Founded in 1958, AC + Co saw its inception through the eyes of Warren Carkin and was soon joined by fellow University of Oregon graduate Robert Sherman.

Later, as Carkin and Sherman established the firm as an industry leader, Kim Arbuckle and Alan Costic purchased the firm in 1998. Strategically choosing to not specialize in one area of architecture, Costic believed

creating a general practice was the best way to combat the everchanging architecture market and implement a dynamism to the firm’s workload. Additionally, maintaining clients in both the private and public realm helped foster consistent engagements.

But the most impressive strategic decision Costic and Arbuckle implemented was the decision to target all the exceptional and iconic projects in the area and design them.

“Let’s do the ones that people will talk about,” said Costic.

And with that mindset, Costic and crew went on to build some of the more recognizable projects in Salem, including the Riverfront Carousel and the McGilchrist Roth Buildings.

S a l e m C h a m b e r. o r g

But impressive portfolios like this aren’t built overnight. They rest and linger, working and awaiting the arrival of the right encouragements.

The day Alan decided he wanted to become an architect was April 15, 1964, a day in which his sixthgrade class was prompted to fill out a practice tax return. Before his teacher, Mr. Wigand, made his way over to his desk, Alan wrote down the only career he wanted to have at the time.

“Obviously, I said I was playing shortstop for the New York Yankees,” laughs Costic.

Mr. Wigand nodded, smiled and complimented Alan on his baseball playing abilities, but he added a warm piece of advice.

“Alan, you draw better than anybody in this entire school.

You should be an architect,” said Mr. Wigand.

Alan didn’t know what architects did, and so Mr. Wigand shared that they were the people who designed bridges and buildings.

And from that day forward, Alan’s

career aspirations never changed.

One of Alan’s first projects was designing a Native American School in New Mexico. This project, along with many others, was published in Architecture Magazine, a feat which Alan is extremely proud of. Locally, Alan’s first projects were an addition to the Marion County Fire District headquarters and the Citycounty Insurance Services building on 12th Street. According to Alan, designing the latter was the turning point in his career in Salem.

“It got noticed,” said Alan. “We ended up doing the buildings

across the street and various other things, which was nice.”

While Alan’s portfolio has taken him throughout the state of Oregon and across the nation, his devotion to the Salem community has never subsided.

Alan served as the President of the Salem Chamber Board and the Architectural Foundation of Oregon. He has also served as President of the Advisory Council to the School of Architecture at his Alma Mater, a Conservancy Board Member of The Gordon House, a Northern Willamette Valley Leadership Council Member for the Oregon Community

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Foundation, and as a Board Member for Salem Hospital.

In January of 2010, Alan was also appointed to the Capitol Planning Commission by Governor Kulongoski, serving as chairman from 2011 to the present day.

When Alan reflects on the legacy he has built in the state of Oregon, and especially in the city of Salem, his honorable humility springs forth into what the future could hold, and what the present already does.

Despite Alan’s involvement in so many different organizations and committees, his childhood passion for baseball remained at the forefront of his mind.

“When minor league baseball was looking at the Salem-Keizer area, I had the opportunity to meet with Jerry Walker and those guys, and they hired us to design the new Volcanoes Stadium,” said Costic.

Alan with AC + CO partner Lisa Mance receiving the Salem Chamber’s Business of the Year award in 2009.

Brownell Photo

additions, at Oregon State University. Alan believes it is these two projects which he is most proud of, and which reflect his personality the most.

After designing Volcanoes Stadium, Alan and his team went on to design the remodel of Goss Stadium, and its following

“I would like to think that we showed great integrity in our work – that we were always creative and responsive. And that we were always willing to give back a little more than we actually got in,” shares Alan. “I think Warren began that culture before me, and I think we tried to not only keep that up, but maybe take it a step or two forward. We wanted to continue that same attitude about why the community is valuable, and how we appreciate it.”

Alan Costic retired from AC + CO Architecture on June 30, 2021. 503.

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Update

Fly Salem Making Headway

By Brent DeHart

It has been three years since the Fly Salem Committee came into existence with the goal of recruiting passenger air service back to Salem’s McNary Field (SLE). It continues to taxi toward the promise of a major airline flying the MidValley’s 600,000 residents to a major hub, connecting Salem to destinations all over the nation and the globe.

The biggest obstacle locally has been overcoming misinformation and perception. People are surprised to learn the runway is longer than Orange County Airport and the field needs no improvements to start service. The 2007-2008 Delta flights were a huge success, lost only due to a high fuel cost anomaly that cost dozens of communities their service. The airport is self-sustaining and contributes to the City’s general fund. No one lost millions in subsidies – and no airline is coming for our subsidy money.

Airlines will only come if convinced they will make money here long term, and make more money here than if they put their resources in another place. If they make a wrong evaluation, even with incentives from us, they stand to lose millions.

Anchored by representatives from Travel Salem, the Salem Area Chamber of Commerce, and SEDCOR, the small, volunteer Fly Salem group has been passionate and diligent throughout the pandemic. Ironically, the pandemic created conditions that help the cause.

24

In January 2020, the airlines were all so busy there were no resources to put in a new market. Now, there are a lot of planes still on the ground, awaiting the full return of passenger demand. Additionally, PDX has lost so many non-stop destinations, travelers will more often be choosing between connecting from PDX or the much easier SLE. The latest development is the interest in new Ultra-Low Cost Carrier (ULCC) airlines Breeze and Avelo, which may select SLE for servicing the Valley and the Metro region as a low-cost alternative to PDX. Initial service would likely be twice per week to two destinations.

Allegiant Airlines has strongly considered Salem for similar service, and this bit of interest may accelerate this decision.

These will be great opportunities to prove ourselves. We need to show that we can fill flights with people who are weary of the time, expense and hassle of getting to – and paying the time and expense of – PDX. Once we are established as a region that is willing and able to fill flights, we will get more attention and credibility from the major airlines to finally get service to a hub such as the Bay Area (SFO), Seattle (SEA), or Denver (DEN).

We must all anticipate fewer flight options, such as two per day, and likely a cost premium over a similar itinerary from PDX. That is offset by lower or no parking expense, more convenience, less time in traffic, or even avoiding an additional night away from home.

To recruit an airline, we need the demographics and economy to support the service, community support, and an incentive package that lowers the risk the airline is going to take. The incentives take the form of landing fee waivers, money to market the new service to the region, and some form of risk mitigation. What communities are offering are a Minimum Revenue Guarantee (MRG). We provide funds into an account, and over the first two years of service if the negotiated minimum revenue isn’t achieved, the airline is able to draw from that fund. We have secured funds for a consultant and marketing through a grant awarded by the Oregon Department of Aviation. The MRG currently exists in the form of pledges from local individuals and businesses.

For more information visit www.flysle.com. 503.

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ACE CTEC’s Advanced Construction Education helps prepare workforce

Believing in the future comes with a price. Luckily, Salem’s partnerships with local, technical institutes make contributing to that future much more dynamic. At the Career Technical Education Center (CTEC), a partnership between the Salem-Keizer School District and the Salem Chamber, connecting students with industry leaders has never been more collaborative.

As a means of providing businesses with new, eager, and well-trained employees, CTEC is a great career pipeline provider. For the students, it allows them to connect with employers who exist in the places they wish to inhabit. To say this program doesn’t benefit everyone involved would require a well-seasoned cynic.

Alan Rasmussen, Vice President of Production at Modern Building Systems, believes wholeheartedly in the mission of CTEC. Consequently, he also serves on the Advanced Construction Education (ACE) Board, a program which instituted scholarships to be received by high-performing high school seniors. Scholarship money can vary between $500-2000, dependent on candidate need and the plan they lay out to use the money.

“It’s become a passion project of mine,” shares Rasmussen.

While students can elect to use their scholarship dollars for traditional tuition and books, students who choose to go directly into the workforce can use the money for things such as tools and appropriate work attire.

ACE’s mission is to provide job site opportunities for SalemKeizer School District high school students to develop and implement real world construction skills.

Contributing to this program exists not only to service the students, but also helps improve the construction industry as a whole.

26

S a l e m C h a m b e r. o r g

Advanced Construction Education students and supervisors.

“A rising tide lifts all boats is kind of the approach when we invest in those scholarships,” says Rasmussen.

of being here,” said the roofing department supervisor at Modern Building Systems.

To pitch the idea of applying to this scholarship to students, the ACE Board Scholarship Committee would enter CTEC classrooms and provide an informational presentation on the benefits of submitting an application. This past year, due to the COVID-19 pandemic, these informational sessions were held via Zoom.

Alan, much like his fellow industry leaders, works to recruit candidates with such high praise. Although this may be the first job these students hold, Alan is more than happy to tour his facility with them and offer his trust. The CTEC program only continues to create opportunities for our modern workforce to incrementally get better. And the ACE Board Scholarship is a large part of that.

After a student has submitted their application, the board will review them and elect to interview potential scholarship candidates. During these interviews, and subsequent mock interviews held through CTEC, industry leaders are given the opportunity to forge authentic relationships with the students.

One of the students who benefited from the ACE Board Scholarship was named Guadalupe.

“She is the best worker to come out of CTEC in all my years

SINCE

“To be a part of actually making that come to fruition for all the people that have invested a ton of time and energy into this model – to see that it’s actually working is great,“ shares Rasmussen.

Modern Building Systems piloted CTEC’s Work-based Learners program, which allows students to engage with hazardous occupations under specific guidelines. This allowed students to experience more of what they could expect with full-time employment after graduation. 503.

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A Guide to Create a Successful

Post-Pandemic Business Plan

by Michelle Warner, Membership Specialist For many local small businesses, the past year and a half have been one of unprecedented challenges. With the most recent update from our state leadership announcing a re-opening of businesses as more and more Oregonians are vaccinated, businesses are faced with a new way to look at how they seek to do business. Business planning can be challenging enough in the best of times, and this year is far from the best. Therefore, creating a post-COVID business plan, one which is realistic and achievable, can help you define your business goals over the next year, and give you measurable metrics to analyze the success of your business.

Three Important Questions for Post-COVID Business Plans

Creating goals starts with defining them.

Three key questions can help you create the best business plan, not just postCOVID, but in the future, as well.

1. How does your business really make money?

Businesses are not just vendors of goods or providers of services; they are problem solvers. Successful businesses identify a need their customers have and position themselves as the answer to satisfy that need. So, what need do you meet? Understanding this will help you know how you make your money, and can help you with marketing initiatives, too, as you will be able to present your business in a way which appeals to your target customers.

Example: Whether you are a major, multi-national company, like Apple, who provides state-of-the-art technology for average consumers 28

to stay connected with the world, or you are a small restaurant who fills the bellies of your community, all successful businesses are fundamentally meeting the needs of their customers and community.

Answering this question first is vital in working through the next steps.

may appreciate the convenience of these services, and they could be a vital part of your business moving forward. 2020 was a year which demanded market behaviors to change, both from a business operations perspective to the way consumers act within the market.

2. Who do you depend on to drive the business?

Appealing to your target customers can be difficult if you have not defined who your target customer is. Focus on what type of person will patronize your business, including age, gender, income, and education levels. Then, you can get a better picture of what this type of person needs, and then determine how you will ultimately deliver your message and the problem you solve to them. Additionally, great businesses seek for ways to expand their audience by adding more services, altering their products and finding niche needs within their industry to generate more revenue.

Predicting Behavioral Changes for Your Customers

Example: If you are a locally-owned company who sells prescription glasses, more than likely you have access to a large variety of eyewear from production companies, which may allow you access to protective eyewear used in manufacturing plants.

Seek out companies in your city who may benefit or are required to wear protective eyewear and see if this could be a new revenue stream in helping drive your business.

3. What will people’s behaviors look like after the pandemic?

Understanding how you changed your operating model during the pandemic can give you insight into how your customers will buy from you afterward.

Did you start a home delivery service, or offer virtual consulting for a service business? Many of your customers

Predicting whether your customers will continue their pandemic methods of consuming goods and services can be tricky. You may wish to send out a survey to your customer base, asking them if they preferred your pre-pandemic business model or the altered, more virtual one. Responding to their needs and presenting your business in the way that your customers wish to shop gives you a goal for your business.

Example: Your target customer’s needs may have changed, too.

Perhaps they are working from home and they like the convenience of home-delivered goods and virtual services. Or, they may be tired of being at home, and welcome the chance to shop in person again.

Takeaway

The Salem Chamber can be a strong resource for your business. It is an organization with a mission to help local businesses in the community grow and thrive. From helping you find the right employees to hosting business showcases, the Chamber is on your side, as a business owner.

Stop by oour office or call us and we’ll come to you. If you have not stopped by your local office, take the time to introduce yourself and tell your representatives a little about your business, your goals, and ask what kind of programs you can participate in to help raise your visibility in the community. 503.

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A M B ASSAD O R OF TH E Q UARTE R

Ron Peters Salem Aviation Fueling What a surprise and pleasure to receive this award!

to grow in, be established and find encouragement. The opportunities are here for Business-on-Business interactions to take place. They see that those hard-working individuals, behind the scenes, are recognized and CELEBRATED.

It is truly an honor to be an Ambassador for the Salem Chamber of Commerce.

This award really is a shared recognition with my colleagues on the Ambassador Team.

The joy they exude in serving the business community is unparalleled.

The enthusiasm given to support a Chamber, which is dedicated to the enrichment, vibrancy and fulfillment of our fine City, is beyond words. It is infectious!

We have such amazing people around us. To know them and learn from their collective wisdom is humbling. To assist when needed, to celebrate when called upon and inform when requested is rewarding.

The opportunity to connect resources to people…

The opportunity to see new business connect with those who have weathered the test of time….

Willingness to receive wisdom offered from seasoned professionals to assist in grounding those seeking to establish themselves in our community… Enchanting!

This is what it means to be an Ambassador!

To assist…

To inform…

To guide…

To celebrate!

30

In becoming an Ambassador for the Chamber I was honored to accept the invitation from the Ambassador committee. I knew the importance having a vibrant, exciting, forwardthinking organization such as the Chamber continue its relevance in Salem. Business dies if not engaged in relevant, forward thinking, innovative approaches to our community’s needs.

I wanted to be part of that… I want a community to be proud of. I want a City that wants to progress. I want a business community that pulls out all the stops to ensure a platform from which entrepreneurs can grow and be successful. Those who were ensconced before me paved the way by example. They truly “got it!” They drew me in through their respect for business by balancing in-depth interaction with the love of community. When one gets it right, it is infectious… and they got me!

The Chamber of Commerce, here in Salem, has established itself as a premier champion for business.

They work HARD to ensure that there is a climate for companies

Businesses that have exemplified the core values of the Chamber and excel in selfless giving are given the recognition they deserve. Vital economic sectors are upheld for the tremendous contribution they bring in sustaining our community.

Why? Because it is important; important to be in community to enable the growth and development of those seeking to thrive in entrepreneurship.

So, you ask, why is it important to be part of the Salem Chamber?

To seek and offer support in one’s business endeavors.

To face challenges together.

To learn from those who have gone ahead of us and assist those who are beginning their business trajectory.

When success achieved…

Celebration, of the achievement and joy for the future!

It is about people... It is about the ability to achieve and the opportunity to create community through entrepreneurial pursuit.

Thank you for this honor and blessings to all! 503.

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