Last Saturday evening, a bevy of local artisans gathered in southeast Portland to celebrate the launch of “Brew to Bikes.” The new book celebrates our local artisan economy while musing on the more romantic aspects of embracing such an economic trend. The book’s author is Charles Heying, Portland State assistant professor of urban studies, who turned this exploration of our community into a uniquely communal endeavor.
“Brew to Bikes” was a collaborative effort between many departments at PSU, with students and faculty involved at every level of development. The book was published by Ooligan Press, a teaching press founded in 2001 and staffed by PSU students pursuing master degrees in the department of English.
“Charles started working on this book several years ago,” said Alyson Hoffman, manager of operations at Ooligan Press. “He and his graduate students each wrote their own chapters on Portland’s artisan economy. Ooligan has been involved with the project for about a year and a half, which is a fairly typical timeline for us to work on a book.”
Ooligan is a completely student-run, non-profit organization, and is part of the graduate student program in book publishing at PSU. “Brew to Bikes” is part of its “OpenBook” series, which aims to produce books that are ecologically, economically and socially sustainable.
While there are legitimate questions as to the economic sustainability of Portland’s artisan economy, its social sustainability became apparent as the evening unfolded. Hopworks Urban Brewery was on hand with samples of various local brews, while Grand Central Bakery provided a variety of breads that the sensible visitor may have needed to counter an enthusiastic sampling of winter ale. New Deal Distillery was on hand with samples of its lovely vodkas, gins and infused liqueurs. There was coffee provided by Ristretto Roasters, because it is Portland, after all.
“Just getting to this evening and having the book done is a huge accomplishment,” Kenny Hanour said. Hanour is the managing editor at Ooligan Press, as well as the project manager for “Brew to Bikes.”
“When you consider how many people were involved in this project and the fact that it is a learning environment for so many of us, it’s very satisfying just to finish a book like this. To have so many people come out and celebrate with us is a nice bonus.”
Local custom bicycle-frame builder Tony Pereira was on hand to show off one of his award-winning creations, a custom-built bicycle with an integrated u-lock, rear light and many other masterful details. Pereira is a perfect example of why Portland’s artisan economy thrives. He is not only a craftsman, but also one who has an absolute passion for what he does. It is as apparent in the detailing of his creations as it is in his demeanor when he speaks about them. That passion extends from his craft to the creation, as well as to the customers who share his passion for bicycles. The commerce comes last for Pereira and many others like him, and that is precisely why he is successful.
It is also the most compelling argument against the notion that Portland’s economy could never be artisan-based. Artisans comprise a very important and unique aspect of our local economy, and they should be celebrated, supported and admired. The immutable laws of economics, however, indicate that there is only one scenario in which our economy would become artisan-based, and that would be in a windblown dystopian hellscape.
With success and growth, the artisan economy becomes less the former and so much more the latter. New Seasons Market, a local company chronicled in “Brew to Bikes,” began in 1999 and quickly become “the friendliest store in town.” With a mandate that included staying local and privately owned, the company has enjoyed massive success, buoyed by support from the local community. But one new mantra within the company suggests that these artisans are taking their act on the road. “Twenty by ’20” is a stated goal of theirs for opening 20 stores by the year 2020. After recently taking on capital from outside investors for the first time, the company appears poised to begin exporting their local brand to other communities.
While the extent to which our artisan economy will thrive remains to be seen, the process that brought “Brew to Bikes” to bookshelves is a model of community in itself. Dozens of people from the PSU community dedicating themselves to this celebration of what people can do when they decide to do it themselves. It’s an exercise in idealism that romanticizes the possibilities while demonstrating the practicality.
More information can be found at www.ooliganpress.pdx.edu. ?