Let’s change the narrative on Portland and show why we’re still the place to be

Monique Claiborne

Claiborne is president and chief executive officer of Greater Portland Inc She lives in Portland.

Earlier this month, a task force led by Gov. Tina Kotek unveiled a set of promising recommendations aimed at enhancing prosperity in downtown Portland. Unfortunately, one specific recommendation – to criminalize public drug use – seemed to draw an outsized amount of attention with national coverage in a New York Times story. This continued portrayal of Portland as a troubled city poses a threat to our region’s recovery by dissuading potential talent from moving here, deterring investments and slowing tourism.

Portlanders can see the signs of our rebound all around us, but we need to showcase our strengths for a wider audience to recognize. Currently, amid a sea of negative stories, the impact of our initiatives is getting lost.

Having witnessed the enduring struggles of my hometown, Detroit, I understand the importance of actively shaping Portland’s narrative. Detroit faced prolonged economic challenges and a years-long narrative that, even today to a certain extent, overshadows its revitalization and growth.

While we cannot control negative headlines, our leaders can concurrently implement solutions and promote Portland’s many assets. This dual approach ensures that, as we address immediate challenges, we also strategically position ourselves to avoid falling further behind.

Here are three key recommendations for our political leaders in the new year:

Develop a strategic marketing plan: We need the region’s leaders to focus on a marketing strategy aimed at restoring Portland’s reputation and attracting businesses and jobs. This comprehensive campaign should involve an advertising and media blitz that provides the facts of our economic advantages, from our skilled workforce to our entrepreneurial culture and world-class recreational opportunities.

Beyond our strategic West Coast location and proximity to Asia, our real estate is competitively priced, offering affordability compared to other West Coast metros. Greater Portland houses the largest concentration of apparel and outdoor companies in the U.S., fostering innovation in product design, prototyping, manufacturing, and more. We have abundant talent, a highly-educated workforce and a wealth of creativity evident in our 1,000 pieces of public art. This is the story we need to share more broadly.

Economic development agency Invest Puerto Rico dedicated $10 million to repair the island’s post-Hurricane Maria reputation and rebuild business leaders’ confidence, which lagged even as the physical restoration took shape. The multifaceted campaign attracted nearly 5,000-plus jobs and over $350 million in capital investment in 2022.

In the 2023 legislative session, Greater Portland Inc, the economic development entity for the Portland metro area, proposed funding for such a marketing plan, but it failed to pass. Recognizing the ongoing need for investment, Greater Portland Inc is approaching the Legislature again in 2024. A growth mindset is crucial. The investment in reshaping Portland’s image will pay dividends in attracting talent and investment.

Recognize the damage that negative billboards cause and build support for a shared vision: In our ongoing efforts to revitalize and showcase the vibrant spirit of our beloved city, it is imperative that we address the multiple massive billboards paid for by the “People for Portland” organization that take aim at the city and our leaders. These towering billboards are increasingly shaping Portland’s identity, impacting a fragile ecosystem that is desperately trying to reinvent itself.

As someone involved in showing around prospective companies, I find myself actively avoiding the intersections adorned with these billboards. In our quest for a positive and inviting city atmosphere, it is essential to create an environment that fosters growth and innovation.

A compelling example of the power of strategic messaging and billboard placement comes from October 2023 when Michigan Gov. Gretchen Whitmer unveiled the “You Can in Michigan” $20 million campaign. This initiative includes strategically placed billboards at Michigan colleges, showcasing the state’s appeal and aiming to retain local talent.

Portland can actively reshape its image, fostering a more positive perception and attracting the attention of those essential for the city’s continued revitalization.

Put Portland first: Often, in our eagerness to attract attention, we inadvertently overlook the significance of connecting with our local community first. Our residents and local businesses are the heartbeat of Portland and we need to ensure people who live here are aware of our assets and enthusiastically promoting them. Businesses…