Currently in his fifth season at the helm, coach Nate McMillan was among the speakers at a breakfast forum held by the Portland Business Alliance yesterday, along with chief marketing officer Sarah Mensah and senior VP of business affairs J.E. Isaac. In front of a packed room at Portland’s Governor Hotel, the three franchise representatives talked about what’s keeping the Blazers ahead of the sports-business game, and what to expect from a little project called JumpTown.

McMillan spent a good amount of time praising the work ethic of his team, and the Blazers have indeed been playing with a fighting spirit. With Brandon Roy and Greg Oden among the many star players who experienced injuries this year, it’s remarkable that the team has managed to hold up its standing throughout the season. But what’s keeping the brand thriving while other Portland business sectors are still waiting for that rumored recovery?