Like craft beer, rich coffee and innovative public transportation, bicycling stands out as quintessentially Portland. An ironic trait given where Portlanders actually live, yet the bike business has managed to boom over the past few years. “It’s not like this town is made for cycling,” says Chris Di Stefano, director of marketing for Chris King Precision Components. “It’s not flat here and the weather is not kind. It really is the spirit of the people, and in this case, the spirit of businesspeople."
Di Stefano was one of six local industry panelists at an American Marketing Association luncheon this week in Northeast Portland. The discussion was centered on the city’s increasingly popular bike culture, what makes Portland a major hub and how all kinds of businesses can capitalize on the ever-growing market.
There’s no question Portland has established itself as a national leader in bike-friendliness, but the world is taking notice, too. “I moved here six years ago [for] the promise of what Portland was becoming, and the more I travel around the country and around the world for cycling, everyone wants to talk about Portland,” Di Stefano says. And he says the local industry’s extraordinary growth over the past five years has as much to do with straight-up biking businesses (manufacturers, parts retailers, etc.) as with bike-related services, such as panelist Charlie Wicker’s Trailhead Coffee Roasters, which delivers coffee throughout the Portland area on bike.