Every real estate developer and urban planner knows that Portland, Oregon rocks. It is probably our best civic example in the United States of defining a comprehensive growth strategy for its citizens and staying true to the vision. The result is an authentic, creative, smart, home grown, artsy, sustainable, eco-friendly, colorful, self sufficient, vibrant, athletic, outdoorsy, walking, biking, multi-generational and experimental lifestyle downtown community where buildings, transit, waterfront festivals, park blocks, fountains, theaters, bookstores, galleries, music, crafts, food, wine, beer, coffee and people all blend together perfectly. It really works here. But one thing was never done properly and needs to be changed to capture this spirit – the name of the city.
Every real estate developer and urban planner knows that Portland, Oregon rocks.
It is probably our best civic example in the United States of defining a comprehensive growth strategy for its citizens and staying true to the vision. The result is an authentic, creative, smart, home grown, artsy, sustainable, eco-friendly, colorful, self sufficient, vibrant, athletic, outdoorsy, walking, biking, multi-generational and experimental lifestyle downtown community where buildings, transit, waterfront festivals, park blocks, fountains, theaters, bookstores, galleries, music, crafts, food, wine, beer, coffee and people all blend together perfectly. It really works here. But one thing was never done properly and needs to be changed to capture this spirit – the name of the city.
Portland. How dull.
Decided by a coin toss in 1845, the city's founding fathers, Lovejoy and Pettygrove, agreed to name this new city after the winner's respective home town. Their surroundings didn't seem to influence them. Not the aromatic rhododendrons, crystal water, majestic snow capped mountains, abundant Willamette River salmon and ever presents rain. On the final flip, Pettygrove gave his distinctive Maine smile. Portland won over Boston.
Through the generations, colloquial taglines have been added - the City of Roses, Bridgetown, P-Town, PDX, Rip City and Stump Town. Yet, none seem to pick up the essence of what makes this city so special and why the world has embraced it.
But surely, Portlanders understand that the brand is often the name itself. This is the home of Nike. So why doesn't Portland step up and solve its identity crisis like other well known cities. Mumbai (Bombay), Ho Chi Minh City (Saigon), Beijing (Peking), Jakarta (Batavia) all decided to rewrite their history.
Renaming Portland would be an event. A very Oregonian approach.
The new name should ensure consensus comes easily. Something forward looking - and timeless. A name for not only the 21st century, but the 22nd century as well.
When author Ernest Callenbach wrote his 1975 cult novel, Ecotopia about a northwest sustainable society, it seems strange how relevant certain passages have become. Today, Portland continues to inspire the world. What it still needs is a name that captures this reality, encourages people to visit and inspires them to learn, grow and thrive.
Please send comments or new names for Portland to help this great city explore its true brand essence.
New Questions Around Portland-Area Light Rail Project
A proposed rail line would run from downtown Portland, Oregon, to the suburbs. The budget has increased significantly, and many funding and project scope questions remain.
Uncertain Future of Portland’s Neighborhood Associations Causing Controversy
A proposal to dissolve the groups has led to a debate about their purpose and who really benefits from them.
SROs Are Getting People Off the Streets in Portland
Single-room-occupancy hotels are providing much-needed affordable housing for the city’s most vulnerable residents.
Maui's Vacation Rental Debate Turns Ugly
Verbal attacks, misinformation campaigns and fistfights plague a high-stakes debate to convert thousands of vacation rentals into long-term housing.
Planetizen Federal Action Tracker
A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.
In Urban Planning, AI Prompting Could be the New Design Thinking
Creativity has long been key to great urban design. What if we see AI as our new creative partner?
Portland Raises Parking Fees to Pay for Street Maintenance
The city is struggling to bridge a massive budget gap at the Bureau of Transportation, which largely depleted its reserves during the Civd-19 pandemic.
Spokane Mayor Introduces Housing Reforms Package
Mayor Lisa Brown’s proposals include deferring or waiving some development fees to encourage more affordable housing development.
Houston Mayor Kills Another Bike Lane
The mayor rejected a proposed bike lane in the Montrose district in keeping with his pledge to maintain car lanes.
Urban Design for Planners 1: Software Tools
This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.
Planning for Universal Design
Learn the tools for implementing Universal Design in planning regulations.
Gallatin County Department of Planning & Community Development
Heyer Gruel & Associates PA
JM Goldson LLC
City of Camden Redevelopment Agency
City of Astoria
Transportation Research & Education Center (TREC) at Portland State University
Jefferson Parish Government
Camden Redevelopment Agency
City of Claremont
