Legacy Magazine

by Roger Riolo

“We abuse land because we regard it as a commodity belonging to us. When we see land as a community to which we belong, we may begin to use it with love and respect.”

—Aldo Leopold

The Pacific Northwest can be overwhelming. The grandeur of its rivers, lakes, mountains, valleys, coast, desert, weather, flora, and fauna are capable of inducing sensory overload. Its cities tend to be clean and user friendly and its people gracious and open. It is a land of big things, as in big mountains, big rivers, big trees, big space, and big beauty. It is also a land of big visions and innovation.

Beginning with its first inhabitants, Northwest residents developed a deep caring for the land and the resources that provide livelihood, health, and recreation. It is a distinct culture. It is an evolving culture. It is a culture of urban and rural denizens. It is a culture of grand schemes matched by the grandeur of its surroundings. It is a culture of contradictions. It is a heritage of wanton use of seemingly unlimited resources and a heritage from our Native American forefathers. It is selfish to retain the health, bounty, and beauty of its own lifestyle. It’s striving to pass its blessings on to future generations. It is a culture willing to sacrifice in order to preserve what is close to its heart.

The residents of Portland stand out in this cultural revolution. Portland enjoys a reputation as one of the most environmentally friendly cities in North America. It is consistently at the top of all the “best” lists offered annually for livability, sustainability, “being green,” recycling, clean environment, commuter friendliness, and so on, among the major cities of our nation. It is often used as a model for metropolitan planning and environmentally responsible government. However, it is important to note that none of these wonderful things could have transpired without strong visionary leadership and equally strong committed individuals willing to change to preserve culture and retain resources.

Portland’s focus on sustainability has given the city a distinct flavor, making it an attractive city to visit. It has created many opportunities to accommodate the environmentally conscious traveler. For example, if you arrive by air, you may begin your “green” adventure at baggage claim. There, Portland’s light rail system, MAX, can quickly and efficiently transport you downtown, to the Pearl District, or to the convention center. Once in the city, it is easy to embrace the warm green atmosphere of urban Portland’s city parks, pedestrian-friendly city blocks, attractive green belts, and the relatively new Eastbank Esplanade. Portland is proud of its 288 public parks and 166 miles of trails. Tree canopy shades over 26 percent of the city. Visitors have multiple transportation choices, including a European style streetcar system, city buses, MAX, or the pleasure of riding a pedicab. Many Portland restaurants and businesses proudly display sustainability certifications and awards.

In the last few years, Travel Portland has partnered with the city to build programs creating one of the nation’s top green meeting destinations. Portland is proud to possess one of only two Leadership in Energy Environmental Design (LEED)-certified convention centers in the United States. The city has become extremely popular as a green destination.

“We get so many requests from travelers, journalists, and meeting planners about green travel, we had to refocus some of our staff,” said Jeff Miller, CEO of Travel Portland. “We now have a convention sales manager specializing in the ever-growing green market and a public relations manager dedicated to providing media on the sustainable aspects of Portland. Travelers want to visit places like Portland and Oregon where they find green packages and see their own values reflected.”

A Green City
As a visitor, if you probe beneath the funky, laid-back exterior and listen for the heartbeat of the city, you will discover the folks of Portland exert great effort and have worked several decades to earn the title, “America’s Most Sustainable City.” Maybe a sample of their current programs and recent accomplishments will assist in understanding and enhance your stay in this exciting city.

Recycling
Portland leads the nation in residential recycling at 63 percent of total waste products. It has been the national leader in personal recycling for at least three years. The city’s goal is to attain 75 percent by 2015. Curbside composting of food scraps and yard debris will be available in 2009.

The Portland Recycles Plan includes several new mandatory requirements for local businesses. Food scrap collection will be required for large food producers. Demolition and construction projects will require recycling 75 percent of all waste materials. Finally, all businesses are now required to recycle paper.

Bicycle Commuting
Portland ranks first in the nation among large cities for those who bike to work. The percentage of Portland bicycle commuters is about eight times the national average.   

Public Transportation
This is a key element in Portland’s plan for growth. All Oregon cities are mandated to increase urban core density to assist in preserving farmland and discourage urban sprawl. Portland takes pride in its light rail system, buses, street cars, and expanding bike network. Portland carries more people on public transit systems than any other U.S. city of comparable size. Compelling statistics show 70 percent of Portland public transit users freely choose to ride versus driving their own cars. It is estimated this prevents about 42.5 tons of pollutants every day.

Global Warming and Renewable Energy
Portland is the leading U.S. city in biodiesel production. There is a city-wide renewable fuels policy. All gasoline sold in the city must contain 10 percent ethanol; all diesel must contain five percent biodiesel. All city diesel vehicles, including buses, garbage, and recycling trucks, use a blend of 50 percent biodiesel. With due respect to southern California, more hybrid cars are sold per capita in Portland than anywhere else in the U.S.

City government buildings are converting to wind powered energy. Portland Gas & Electric currently serves 12 percent of its Portland area customers with wind power. This is one of the highest use rates in the nation. Portland’s energy efficiency and renewable energy programs for city operations save more than $2.2 million a year. Portland area emissions have fallen 12.5 percent since 1993. Emissions in the United States at large have increased over the same period, with total greenhouse gas emissions up 13 percent.

Building Green
Buildings use about 40 percent of the energy consumed in the United States. The city of Portland has taken the initiative with an aggressive Green Building Policy governing construction of all city-owned and public-funded projects. All new city-owned facilities must meet LEED Gold Certification requirements as directed by the U.S. Green Building Council. Beyond certification, the city requires several other criteria be met or exceeded for recycling construction and demolition waste, reducing storm water runoff, and saving water and energy.

In addition, Portland sponsors the Green Investment Fund, which awards up to $425,000 per grant for innovative green building projects in Portland. The city’s Office of Sustainable Development also provides green building assistance and maintains a hotline for contractors and homeowners.

As a result of these efforts, Portland is home to more LEED-certified projects than any city in the United States, and residential energy use has been reduced by five percent per capita.

Water Care and Conservation
The condition of the Willamette River was an early environmental concern of Portland residents due to pollution from paper mills and raw sewage. It continues to be a concern because of population increase, loss of natural filtrations, and pesticide contamination.

Portland averages about 37 inches of rain annually. This creates about 10 billion gallons of storm water runoff per year. An eco-roof or green roof can capture and retain 60 percent of the annual precipitation falling on it. The city instituted a Clean River Rewards Program in 2006 and the program will remain in effect until 2017. Residents registering for the program receive water utility discounts for storm water management systems and green roofs. There is no current data available on the effectiveness of this program. However, many city-owned, public, residential, and commercial facilities are participating in this program in conjunction with the city’s green building policies.

Local Food
Portlanders take pride in supporting locally produced food products. They are 14 percent more likely to purchase natural foods than the average American. Farmers’ markets are growing at a phenomenal rate across Oregon. There are currently 67 operating within the state. Portland has several locally grown food delivery businesses, co-op farms, “u-pick” farms, community gardens, and organic food distributors. Locals understand the importance of purchasing locally. It boosts the local economy, reduces carbon footprint, and better serves the community with fresh, healthy products.

The local food industry is an outstanding example that reflects the spirit of the people of Portland. Another of many emerging green businesses capturing the city’s spirit is Portland Green Weddings, whose website states, “There is a better way to celebrate your marriage; good for you, good for the earth and good for the future.” It assures potential clients that the company is committed to “reducing the imprint a wedding makes on the earth” by obtaining local foods, using local dress designers, looking at antique rings, saving on paper, and assisting in “looking to a better world and a brighter future for us all.”

Visionary Leadership
Why is sustainability so prominent in Portland? Why are Oregonians so committed to a sustainable lifestyle? One possible answer to this question is these folks are steeped in a heritage of environmental conservation and love for their surroundings. Many of the leaders of the community and local citizens are second-, third-, or possibly fourth-generation stewards of the land. Past leaders and advocates of a clean environment, open space, and nature preservation have left the state a legacy for all residents—a legacy not just for those who live in pastoral settings but also a legacy for urbanites like the people of Portland.

It is a message that gives value to the prospect of clean air, clean water, open space, and a developed relationship with one’s natural surroundings. It is a message that shouts all the core reasons for calling the Northwest home. Oregon owes a great debt of gratitude to many visionary past leaders and activists.

However, one name stands out as an outspoken advocate in building the foundation for much of today’s sustainable laws and practices in Oregon. Author William G. Robbins once said, “More than any of Oregon’s elected officials since World War II, charismatic and flamboyant Tom McCall helped forge a modern identity for the state.”

McCall was a radio and television journalist in Portland after World War II. In 1962, he helped write and narrate a landmark television documentary titled, “Pollution in Paradise.” The film focused on the noxious state of the Willamette River. It drove home a message for livability to the public, bluntly bringing forth the idea that waste and pollution were not necessary byproducts of progress. It strongly suggested there are no contradictions between a healthy economy and quality of life. The documentary is credited with changing the way Portlanders viewed environmental issues.

Highly quotable and always controversial, McCall rode a wave of popularity into the governor’s office for eight years. His leadership ushered in the nation’s first state bottle bill, the Oregon Beach Bill, and Senate Bill 100 providing for land-use planning. Senate Bill 100 is probably his most important gift to the people of Oregon. It prompted urban growth boundaries and protected farms, forests, and many recreational and natural areas. During his term as governor, Oregon developed a national reputation for good government and visionary planning. Some remember him as a personality, but his legacy continues to grow today as we face diminishing resources and global warming. Possibly Tom McCall is best summed up by current Oregon Governor Ted Kulongoski. Asked to reflect on his memory of McCall, Kulongoski replied, “Non-conformist. Fiercely independent. Plain spoken. Tolerant. And above all, in love with—and determined to protect—the natural beauty of Oregon.”

It is love and passion for the land Oregonians have passed on. Because of this, heritage sustainability was not a leap in lifestyle for many Portlanders. It most likely was viewed as a small transition. It is something each generation will pass on to future Portland residents. Meanwhile, Portland and Oregon are not sitting still.

The Future
City officials are currently studying the feasibility of building a World Sustainability Center in Portland. They are looking to create a place for research and development that will house the city’s sustainability programs, green businesses, nonprofit associations, and academic institutions. They hope to have a proposal accepted by 2009.

The state legislature is working on a proposal for a series of energy-efficient measures directed toward the elimination of building-related carbon gas emissions as a priority. They are calling it, “Green by 2030.”

This year, Portland received the Solar Cities Award from the U.S. Department of Energy. This grant will help the city promote its Solar Now program. It is part of a study on the viability of solar in rainy and cloudy climates. Portland now uses solar energy in city operations for parking meters, maintenance trucks, and heating. Two solar manufacturing companies recently moved to the metro area, anticipating a boost in solar demand.

In 2007, Oregon became the first state to earmark funds for the research and development of wave energy. In 2009, the United States’ first wave energy producing facility is projected to open on the Oregon coast.

The story continues. However, the real story is Portlanders making a difference. Individuals model their values and voice their thoughts to their leaders, and leaders respond. I believe responsibility for a sustainable future was best summed up by Tom McCall: “Heroes are not giant statues framed against a red sky. They are people who say, ‘This is my community, and it’s my responsibility to make it better.’” I can think of no better words to describe or capture the spirit of the people of Portland.

For More Information

Books
Lansing, Jewell. 2005. Portland: People, Politics, and Power, 1851–2001. Corvallis, OR. Oregon State University Press.

Peterson del Mar, David. 2003. Oregon’s Promise: An Interpretive History. Corvallis, OR. Oregon State University Press.

Robbins, William G. 2004. Landscapes of Conflict: The Oregon Story, 1940–2000. Seattle, WA. University of Washington Press.

Magazines
Clarren, Rebecca. 2008. Fathom This. Portland Monthly. July 08: 97-102.

Websites
Edible Portland. www.edibleportland.com

International Making Cities Livable: Saltzman, Dan. Sustainability in Portland: A Collaborative Moment. www.livablecities.org/saltzman_dan.pdf

Oregon Department of Land Conservation and Development. www.oregon.gov/LCD

Oregon Department of Parks and Recreation. www.oregonstateparks.org

Oregon History Project. www.ohs.org/education/oregonhistory

Portland Business Journal. www.bizjournals.com/portland/stories

Portland Green Weddings. www.portlandgreenweddings.com

Portland METRO. www.oregonmetro.gov

Portland Office of Sustainable Development. www.portlandonline.com/osd

Portland Rose Festival. www.rosefestival.org

Portland State University. www.pdx.edu/sustainability/operations.html

SOLV: Stop Oregon’s Litter and Vandalism. www.solv.org

Sustainline.com. www.sustainline.com

US Census Bureau. www.census.gov

US Department of Energy. www.doe.gov

US Green Building Council. www.usgbc.org

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Portland is the site of the 2008 NAI National Workshop, November 11–15, 2008. Visit www.interpnet.com/workshop for information.

Roger Riolo, an independent interpretive trainer, planner, and consultant, lives in Bend, Oregon. He serves on the NAI Board of Directors as Regional Leadership Council chairperson and is director of NAI’s Pacific Northwest Region.