ANNUAL REPORT 2014 The Historic Portland Public Market Foundation dba James Beard Public Market 501(c)3, Tax EIN: 26-0070100 222 SW Washington St Portland, OR 97204 (503) 208 2071 [email protected] www.jamesbeardmarket.com

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2 | 2014 JBPM Annual Report VISION TO REALITY

Oregon has never been in a better position to build a public market, with interest in regional food at an all time high. What began in 2000 The mission of the as a community’s dream to create a vibrant, year-round showcase of our region’s agricultural bounty and culinary abundance is now James Beard Public taking shape and gaining momentum. Market is to operate Local citizens have spent countless hours crafting a compelling vision a daily, year-round, of a central city market in Portland. Emerging from that process is a desire for a shared community asset that increases access indoor-outdoor venue to to affordable food, strengthens connections between local food showcase our region’s producers and eaters, expands economic and community vitality throughout the region, and creates an exciting new public space to bounty, to promote be cherished by all. As the Portland Public Market Foundation enters sustainable agricultural its ninth year as a 501(c)(3) nonprofit organization, the James Beard Public Market is transforming this vision into a reality. practices, to encourage healthy eating, and to Herein, our first formal annual report, we reflect on the substantial progress made to date, particularly over the past year, in bringing provide entrepreneurial the James Beard Public Market into existence. We are proud to share our accomplishments, document our financial condition, and opportunities for those recognize the many partners, donors, supporters and volunteers who produce and sell the who generously give their time and expertise to creating Portland’s new public market. food we eat.

There are many meaningful ways to support the Market and we welcome you to our growing family of supporters. With enthusiasm and appreciation we invite you to read our 2014 year-in-review. We hope it inspires you to get involved!

Thank you,

Board, Staff and Volunteers James Beard Public Market

2014 JBPM Annual Report | 3 To Market

What is it that makes this place so remarkable? What defines our food and cooking—climate, soil, people or culture?

After three decades reveling in the seasonal bounty of this place we call Oregon—whether while gardening, cooking or eating— it’s clear to me that we are very fortunate to reside here. The region we inhabit has few peers when it comes to it’s diverse harvests from our lands and waters. The quality of these ingredients has nourished a flourishing food culture on all levels from small farms to ranchers, food artisans, winemakers, brewers, cheese makers—the list is seemingly endless. The result of all of this spontaneous ferment is a food scene that is adored and envied nationwide.

Where to now? To market!

All of the world’s food capitols have a feature in common—a grand permanent market to proudly showcase their culinary abundance. Vienna’s Naschmarkt, Borough Market in London, Nishiki-dori in Kyoto: these places are their city’s pantries and are gathering places for locals and tourists alike. Portland’s food scene has come of age and the time has come for us to open our kitchen cupboards to all.

The James Beard Public Market will provide a venue to shop, learn, eat, and most importantly, embrace and preserve our state’s grand agricultural heritage. Whether as farmer, shopper, chef, teacher, tourist or student, there’ll be great things for all at the market......

–Greg Higgins, gardener & chef

4 | 2014 JBPM Annual Report THE MARKET

What is the James Beard Public Market project?

A project of The Historic Portland Public Market Foundation, which grew out of a citizen task force convened in 2000, the James Beard Public Market is a daily, year-round, indoor-outdoor food market and community gathering place to be built in Portland’s city center on the waterfront. The market will feature more than 90 local food “I’m so glad that the fantastic and beverage vendors showcasing the quality and diversity of JBPM project is moving along Oregon’s bounty. and that support is continuing Since its inception, Oregonians from many walks of life – farmers,’ to grow. A civic marketplace is market managers, chefs, restaurateurs, city planners, politicians, just what this city has needed architects, anti-hunger advocates, nonprofit experts, and many others for the past couple decades. – have come together to craft a vision and goals for the James Beard I’m looking forward to hearing Public Market. about all of the ongoing The market is expected to draw 821,000 shoppers each year, creating innovative steps that are 305 new jobs supported by $27.9 million in annual sales. Over its being taken in 2014 to make first 10 years more than $4.5 million net is projected from market Portland’s public market a operations, a major portion of which will be reinvested in food access, shining example of how civic- nutrition and cooking education, and in farm/food business training minded institutions are still programs for low-income micro-entrepreneurs. relevant in the 21st century.”

–James Louderman, Why build a public market? Sustainability Project Specialist, Pacific Natural Foods Interest in local food is at an all time high, and the social and economic benefits of eating local cannot be ignored. While currently only 5-10% of food consumed in the Portland area is produced within the region, it is estimated that every 1% increase in local food consumption could circulate an additional $40 million in the regional economy. * As a year-round daily operation the market will be a consistent, high-profile venue for farmers and food businesses to connect with consumers, provide exciting new entrepreneurial opportunities for urban and rural Oregonians, promote fresh local foods to residents throughout the region, and showcase Oregon’s culinary riches to visitors from beyond. * Portland Regional Food Economy, Growing Jobs and Markets, Food Economy Working Group 2013

Why James Beard?

A Portland native, born in 1903, who as a famous chef and writer, helped start the movement for fresh local food in the United States. Shopping with his mother at Portland’s public markets gave him an early appreciation for Oregon’s culinary riches.

2014 JBPM Annual Report | 5 Where?

The James Beard Public Market will be located in the Central City business district at the western approach to the Morrison Bridge. Currently two surface parking lots owned by Multnomah County, the Market’s prominent location will be transformed into a powerful symbol of Portland’s food culture and commitment to quality of life, and a thriving public gathering place near Portland’s central waterfront.

Why a non-profit?

The James Beard Public Market is a project of the Historic Portland Public Market Foundation, an Oregon 501(c)3 non-profit organization. The Foundation is committed to providing a central venue for a diverse group of local food entrepreneurs—growers, producers and merchants—who will represent the true complexion of our community. The market will be community focused, partnering with farm and food focused community organizations to support local food advocacy, SNAP match programming, nutrition and cooking skills training, and micro/small business development efforts.

The Public Market, in its location Most importantly, since it is a non-profit organization with no dividends at the foot of the Morrison Bridge to shareholders, market access will be equitable and vendor rents will remain affordable, reflecting the Foundation’s commitment to and adjacent to Waterfront sustaining local food businesses, embracing diverse cultures and Park, will become the hub and communities, and promoting the region’s agriculture and food connector to the surrounding industries. In addition to providing space for community events and affordable retail space to micro/small entrepreneurs, the market will cultural, social, and economic also dedicate net revenue through grants and program partnerships districts. to support continued regional farm and community food system development efforts.

Educational Mission

A priority for the Market is to educate the next generation of eaters about where their food comes from and how to prepare it. Educational programs that honor the region’s diversity while increasing equitable access to nutritious foods are central tenets of our nonprofit mission. To combat public health threats like Type II Diabetes and obesity, not only must we increase access to fresh and affordable food, we must educate the next generation about eating healthy and making better food purchasing decisions. A teaching kitchen will focus on more than celebrity chefs offering classes; schools will visit the Market and the grandparents of those children will teach the often-disappearing food cultures of their diverse communities.

6 | 2014 JBPM Annual Report PROGRESS

During the past year, January 1–December 31, 2014, the JBPM progressed from vision to reality on many levels. “Food is our common ground, a universal experience.” We developed a broad concept of what Portland’s true Public Market -James Beard could and should be into a preliminary architectural program for those dreams;

We built our dedicated board of trustees, expanded our staff, and opened a storefront office, just a block away from the Market’s site.

We convened a Community Advisory Team (CAT) to ensure that we create an egalitarian market—one that is accessible and appeals to the full complexion of Portland and involves broad swaths of the community.

We launched our first edition James Beard Public Market reusable shopping bag; sure to become a collector’s item one day.

The City of Portland designated the James Beard Public Market as one of its federal funding priorities, the only non-city bureau project to achieve that level of support.

These achievements have brought increased levels of support, especially from the State of Oregon and an ever-expanding group of dedicated funders who understand the potential of public markets to transform communities.

2014 JBPM Annual Report | 7 EVENTS

Events are just one part of our fundraising and marketing strategy. They provide us with great “face time” with you, our supporters!

February 27: A National Restaurateur Thinks Locally

Ruth’s Chris Steak House is a national restaurant company that June 29: “An Ava Gene’s Meal” Higgins Restaurant & Bar thinks locally. Dinner featured Market Benefit prepared delightful Oregon a delicious Northwest-inspired seasonal menus with brilliant wine menu of sparkling rosé, Willapa In support of the James Beard or beer pairings for James Beard Bay oysters, Dungeness crab, Public Market, chef partner Public Market inspired diners. Northwest berries and Oregon Joshua McFadden and owner wines, all to highlight Ruth’s Chris’ Duane Sorenson opened Ava Higgins generously donated the famous sizzling petit filet entree. Gene’s early on Sunday, June 29th proceeds to the Market. for an inspired traditional mid-day June 26: Bottle + Kitchen meal to benefit the Market. January 28-30: Mid-Winter Opening Party and Benefit Brewers’ Dinners Hotel Rose wanted to throw a The winter dinners celebrated shindig to showcase their new heritage breed pork and Oregon’s restaurant Bottle + Kitchen. And finest craft brewers. Greg Higgins they also wanted to benefit the and beer guy Jason Button paired James Beard Public Market. Our October 26: Chefs Team Up at the brews with a rich warming neighbors at Hotel Rose believe to Support the JBPM progression of hearty winter fare. the Market will be “the single greatest contribution to this fair Some of Portland’s most exciting April 29–May 1: James Beard city since the first bridge over chefs, including Jose Chesa Spring Tribute Dinners the Willamette.” So they have (Ataula Restaurant), Patrick McKee decided to invite Portland’s best (Paley’s Place), Anthony Cafiero The spring dinners celebrated and brightest palates and minds (Racion), BJ Smith (Smokehouse Portland’s first culinary celebrity, to an exclusive look at the current 21), Earl Ninsom (Langbaan and James Beard, who revived state of the Market. Paadee) and Kristen Murray America’s passion for our (Måurice) created an exclusive traditional regional cuisine. dinner inspired by James Beard that showcased Oregon’s fall November 4-6: Annual bounty. Mushroom Dinners at Higgins

Every course of the fall dinners featured a different Oregon mushroom, matched with superb local wines.

8 | 2014 JBPM Annual Report June 2: James Beard Public Market’s New Office Celebration

The James Beard Public Market hosted a public reception and office-warming open house on June 2 at 222 SW Washington. Only a block from the market’s future home and located in a historic storefront, this landmark celebration provided the community a first look at the James Beard Public Market’s headquarters and serves as a platform to educate the public about the market’s latest developments.

Our tiny space was packed to the rafters with supporters, including keynote speakers Mayor Charlie Hales and Congressman Earl Blumenauer.

2014 JBPM Annual Report | 9 DESIGN FORUM

In December, the James Beard Public Market engaged in a partnership with Snøhetta, a renowned architecture and landscape firm with an expertise in public space, to lead the design team and create the design concept for the Market. Snøhetta architects led the JBPM Design Forum, a weeklong series of interactive events and meetings with public and private stakeholders, designed to gain essential input from the community at large. From a kick-off event at Ziba Design, to a community open at OMSI with Mayor Charlie Hales welcoming the group, nearly 500 attendees participated.

The Design Forum goals were to: (1) educate the public and stakeholders about the Market and engage them in the design process to create ownership, champions, and funders for the project; and (2) engage public agencies, businesses, city leaders, and citizens to identify issues that should be addressed in the conceptual design process.

In balancing the needs of multiple project stakeholders Snøhetta draws on their skill with consensus building through active dialogue, providing an opportunity for stakeholders to step outside of their day-to-day environment and engage in design decisions. We held 13 topic-specific stakeholder meetings and discussions with the following constituencies:

Stakeholders Tri-Met Multnomah County Bicycle Melvin Mark Development Community Advisory Committee Company Bicycle Transportation Alliance Vendors Portland Bureau of Transportation Portland Design Commission Portland Bureau of Environmental Portland Bureau of Planning and Services Sustainability Planning and Urban Design Team Portland Water Bureau Portland Parks & Recreation NW Natural Portland Business Alliance JBPM Board of Trustees Portland Development City, county, state, and federal Commission elected officials Portland Business Alliance University of Oregon students of architecture Downtown Clean and Safe Portland Patrol Inc. Portland Police Central Precinct Design Team Portland Bureau of Planning & Snøhetta Sustainability Green Building Studio Jeffreys Team Mayer/Reed Multnomah County Strategic SERA Architects Planning & Projects, Attorney’s Interface Engineering Office, & Bridge Maintenance Melvin Mark Development

10 | 2014 JBPM Annual Report SOCIAL MEDIA

2014 saw the launch of our JBPM Facebook and Twitter efforts. In just the first month, we learned how to harness the ever-present energy of others. We focused our social media efforts on, well, being social! Our social media goals were to: 1. Make it easy for you to connect with us. 2. Be a resource—a useful and entertaining one. 3. Tell the story of the JBPM project and mission. 4. Listen to you!

Please chime in with your great ideas, your conversations and your stories. They matter.

Facebook • 438 total page likes • Page posts reached 5,646 unique users • Launched new page titled James Beard Public Market (retired former page, James Beard in Oregon) • Successfully drove more than 47% of initial Facebook followers (James Beard in Oregon) to the new rebranded page • Rebranded page reached more than 9,738 unique Facebook users over the first month.

Twitter • 1,188 followers (378 new in 2014) • 2 million estimated handle impressions from 545 Twitter mentions by 286 users • 32% increase in overall following since January 1st • @JamesBeardPubMk handle reached more than 1.3 million Twitter users

Media • 52 total placements • 73, 606,798 total circulation • Overall sentiment 100% favorable

Website • 535 new subscribers signed up through the website • 11,378 total unique visitors in 14,512 sessions (visits) • 78% new visitors and 22% returning visitors • 50% of sessions are from Portland. 3% are from Seattle, 3% from Beaverton, 2% from San Francisco. Other cities, which combined make up about 30% of website traffic, are less than 2%.

2014 JBPM Annual Report | 11 PARTICIPATION

Board of Trustees “Living in Oregon for almost 50 years has given The 2014 James Beard Public Market Board of Trustees is active, me a deep sense of place passionate and experienced. Many have served for the past decade and an appreciation of our to bring the idea of a market representing the people of Oregon to a rich seasonal bounty. The reality. The board is committed to continuing to bring knowledge and enthusiasm to the next phase of the market: fundraising, construction abundance of u-pick farms and management. We honor and deeply appreciate the contributions and the availability of wild of our board members: game, fish and berries, has formed a strong bond between Richard Harris, Chairman Amelia Hard the land and the community Wendy Lane Stevens, Vice Chair Greg Higgins that’s shaped our current food Janie Hibler, Secretary Lynn Loacker Andrew Franklin, Treasurer culture. Over the years I’ve Martin McClanan Pippa Arend Gary Roth enjoyed traveling overseas and James Bean Dan Saltzman exploring other culinary areas Pietro Ferrari Lisa Sedlar but it has made me realize Charlie Hales Johanna Thoeresz Oregon is the exception and not the rule—it is truly one of the greatest culinary regions in the world. With the fertile Staff Willamette Valley right in our Ron Paul, Executive Director own back yard, the fast turn- Lori Warner-McGee, Development Director around time from the field Jennifer Mannhard, Design Program Director to the kitchen is the dream Ann Forsthoefel, Operations and Outreach Director of any cook. A year-round indoor public market will be a showcase for Oregon’s culinary products, where cooks can Market Partners shop, children can learn about City of Portland Melvin Mark Development Company healthy cooking and sustainable Gary McGee and Co. Multnomah County food ways, and family and Kelly Perso Design NW Natural friends can join together in the John Harrington Consulting SERA Architects celebration of food.” Interface Engineering Donald J. Stastny FAIA FAICP LanePR State of Oregon Janie Hibler Lucy Buchanan Consulting Studio Jeffreys JBPM Board of Trustees Matthew Buck Consulting Studio Jelly Mayer/Reed Tonkon Torp

12 | 2014 JBPM Annual Report Community Advisory Team

The Community Advisory Team currently includes formal representation from organizations including:

Adelante Mujeres Black Parent Initiative Hacienda CDC Hispanic Metropolitan Chamber Marylhurst University, Dept. of Food Systems Mercy Corps Northwest Micro Enterprise Services of Oregon OR Commission on Asian & Pacific Islander Affairs Oregon Food Bank Oregon State University Extension Social Venture Partners

Community Engagement

A number of other people and organizations have agreed to be engaged on an ad hoc basis, including:

Ecotrust Ecumenical Ministries of Oregon Farmers Market Fund Friends of Family Farmers Friends of Zenger Farm Grow Portland Immigrant and Refugee Community Organization Janus Youth Programs/Village Gardens Native American Chamber of Commerce Native American Youth and Family Center Oregon Association of Minority Entrepreneurs Oregon Health Authority, Office of Equity/Inclusion Outgrowing Hunger Partners for a Hunger-Free Oregon PCUN Portland Business Alliance PCC Small Business Development Center Portland Office of Equity and Human Rights

While the expressions of interest, support and commitment from these organizations is gratifying, much work remains to be done over the next three years to develop working relations, a structure for collaboration, and plans for program implementation once the JBPM opens.

2014 JBPM Annual Report | 13 FINANCIALS

Summarized Balance Sheet at December 31, 2014

Capital assets $ 198,027 Long-termHistoric receivables Portland and other Public assets Market Foundation 46,884 Cash and liquid assets 268,186

Summarized Balance Sheet at December 31, 2014 Total assets 513,097 Capital assets $ 198,027 PayablesLong-term receivables and other assets (24,415)46,884 Cash and liquid assets 268,186 CapitalTotal employed assets 488,682513,097 Payables (24,415)

Capital employed $ 488,682 Summarized Activity Statement for the Year Ended December 31, 2014

Grants and contributions $ 577,545 In-kindSummarized contributions Activity Statement for the Year Ended December 31, 2014 143,882 Grants and contributions $ 577,545 Total revenuesIn-kind contributions 721,427143,882 Total revenues 721,427 (578,870) ProgramProgram service service expenses, expenses, including including fundraising for JBPM (578,870) fundraising for the James Beard Public Market Supporting service expenses (35,299) Supporting service expenses (35,299)

Total expensesTotal expenses (614,169)(614,169) Excess of revenues over expenses - for future investment in the James Beard Public Market and associated programs $ 107,258 Excess of revenues over expenses $ 107,258 - for future investment in the JBPM and associated programs

2014 Revenues 2014 Expenses

Events Other 9.1% 11.8%

Special events 2.6%

Grants and contributions' 77.4% In-kind contributions 19.9% Professional services 39.5% Payroll 39.6%

14 | 2014 JBPM Annual Report HOW YOU CAN SUPPORT THE MARKET

Portland, after leading North America in the quality and quantity of its public markets, is ready again for a permanent, year-round, indoor/ outdoor market that captures the essence of our culinary heritage and culture. An ever-increasing number of citizens from all walks of life have rallied in support of the Market’s mission and we want to sincerely thank them for their early commitment. But they alone cannot will the Market into existence. This community effort requires you, your friends, neighbors and colleagues to help Portland realize its unique culinary and agricultural status while reconnecting to the city’s rich history of public markets.

Attend a Fundraising Event It’s a fabulous way to get to know our staff and our mission more intimately. Your event support helps us grow in many ways and we just love seeing you there!

Host a Party Help from community members in identifying and producing small- scale fundraising events in homes and local businesses is a huge help to our small staff. It can be as simple as hosting a social dinner with a fellow foodie, and at the same time supporting James Beard Public Market. We can help!

Volunteer We could not achieve all that we do without our volunteers! Either one- time or ongoing—we’ll help you find a fitting volunteer role.

Become a Donor You can donate at any level and be forever associated with helping build the market as a First to Market donor. In addition, every giving level offers some fun benefits as a token of our appreciation. See our website for details.

Create Buzz Like us on Facebook, follow us on Twitter, blog for us.

2014 JBPM Annual Report | 15 DONORS

$10,000+ John Harrington Consulting “I’m donating to the future Finley Family Foundation Killer Burger KPFF Consulting Engineers James Beard Public Market Harbourton Foundation Hibler Franke Foundation because it will help support Lane PR Carol Mayer-Reed our mushrooming food and Legacy Health Martin and Elizabeth McClanan beverage industry and will Lynn Loacker NW Natural North Star Foundation OMSI touch the entire state by Pineapple Hospitality Company Rejuvenation creating jobs and increasing Paul Schneider Russell Development Co Arlene Schnitzer Siteworks tourism. Giving now, I can Turner Construction Company State of Oregon help fund the critical work Tonkon Torp Urban Renaissance Vacasa necessary to make this vision $5,000-9,999 Vibrant Table Catering a reality. I like knowing I’m Bon Appétit Management Company Nani Warren Craft Brew Alliance Investing in Portland’s future Lawrence Weisberg Higgins Restaurant & Bar ZIBA Design that will have a positive Heather Killough outcome on generations to Richard and Helen Phillips Sam Wheeler Fund of the Oregon come.” Community Foundation $100-999 Airbnb Lois Schnitzer James Beard Public Market Alan Weiner Photography Don Stastny donor Josh Alsberg University of Oregon A&AA Jaci Amend An Affair to Remember Karl $1,000-4,999 Anuta Amalie Roberts Apolloni Vineyards Anonymous Jim Atwood Ava Gene’s Avalon Flowers Kathleen Allison Bader Baker James Bean Susan S. and John E. Bates Duane and Eunice Bietz Beam Development Martha Krista Breunsbach Bergman Bowden Blair Bill Dickey Restaurant Boly Scott Doan Welch Art Fortuna Barry Brown Andrew Franklin Hannelore Buckenmeyer Dr. Robert Franklin Wendy Bumgardner Jillian Restaurant/Accanto and Ron Cain Patrick Gruner Restaurant Canavan Richard Harris and Susan Mandiberg Richard Coffman Michael Alan Harrison Kevin Craig Heathman Hotel Croft Vineyards Jelly Helm Hotel Rose

16 | 2014 JBPM Annual Report Norman Curry Molly Olson Catholic Charities Delores Custer Pacific Pie Deborah Davis Terence Dunn Ron Paul Molly Donaldson Erica Dunn Selma Paul Gwen Farnham Eat Your Heart Out Catering Diane Paumier Elizabeth Federici Pete Eggspuehler Joe Pinzone Ann and Neal Forsthoefel Dominique Estlund RingSide Hospitality Group Fortis Construction Eyrie Vineyards Tripp Royce Fran Goldstein Abe Farkas Joel Rubenstein Candice Goucher Jill Fleishman Russell Ruscigno Jessica Green Food Front Cooperative Grocery John and Kelly Russell Hot Lips Galaxy Wine Company Ruth’s Chris Steakhouse Mary Huseby Jeff Gardner Terry Schallich Dory Kanter Daniel Garrow John Schleuning Kathleen Keppinger Debbie Geffrard Leslie Scott Janice Kettler Gifford’s Lisa Sedlar Kroger/Fred Meyer Rebecca Guptill Ethan Seltzer Community Rewards Amelia and Fred Hard David Slader Patricia Krumm John Harrington Martha Spence Wendy Lane-Stevens Hawk’s View Cellars Nick and Carolyn Stanley David Laubenthal Carol Herman Stueve and Royce Robin Lindsley Janet Hoffman Clare Symmons James Louderman Hopworks Brewery Leslie Taylor Rick Ludeman David Howell Johanna Thoeresz Jim Maher HR AnswerLink Andy Thomas Anne McClanan Janet Hoffman & Associates To ino Auctions Jeffrey Morgan Jakki Jensen UMAMI Business Consulting Amy and Chris Nowatski Lisa Kaner Susan and Colin Ungaro Urban Olympic Provisions Kitchen Cru Tour Group Alba Paterson Kitchen Kaboodle Lori Warner-McGee Pearl Bakery Kevin Kosub Pat Welch Portland State University Pam and Patrick Werner Whole David Rodriguez Karl Lisle Foods Market Elizabeth Schok Widmer Brothers Brewing Rich Schwarz Diane Longcore Anne and Kevin Winthrop Geoffrey Scowcroft Michael and Lynn Madigan Rollie Wolfe Jeramie Shane Jennifer Mannhard Yakuza Lounge Elizabeth Stanton Elaine McArdle Nicole Young Sungold Farm David T. McDonald Zancanella Importing Company Tail & Trotters Melvin Mark Companies Joel Thorson Alexander Millkey Richard White Morel Ink $1-99 Sean Williams Diane L. Morgan Danielle Alexander Linda Wisner Mother’s Bistro and Bar Pippa Arend Norm Thompson Fergus O’Scannlain Irene Bowers Gary Okazaki

2014 JBPM Annual Report | 17 222 SW Washington St Portland OR 97204 (503) 208 2071 jamesbeardmarket.com