Charles Heying, the author of Brews to Bikes: Portland’s Artisan Economy, covers Portland’s indie fashion, book and music sector, its recycling/reuse businesses, craft businesses, bike sector, technology businesses and non-profits.
His thesis is that Portland represents a return to the craftsmanship that defined the pre-industrial age. Heying mostly denies that the artisan economy produces high-end goods for a limited market, and sees it as a broader shift in our society away from mass production. A critic of Richard Florida’s theories, he denies that cities should make cosmetic changes to attract well educated professionals. Instead, he sees the artisan economy as something that emerges from below, rather than imposed from above by local officials.
But there are some problems with this thesis. Portland has many coffee roasters, but it also has many Starbucks. Silicon Forest, Portland’s tech hub, includes IBM, Intel and Techtronics. None of these firms are small, artisan firms. There are indie designers in Portland but Nike and Columbia Sportswear and Adidas also call Portland home. Sure, twelve percent of people in Portland bike, but that means a lot rely on the car as a primary mode of transportation. And only twelve percent of the beer consumed in Portland is craft beer. If 'small is beautiful' really defines this city, then why are there so many big companies lurking around?
Artisanal enterprises come along with the advancement of information technology, but will in no way replace mass production. I don’t think there will be many small-scale train, airline or automobile companies. The mini-economy represents a side of us that doesn’t want the creative impulse to die, and wants a more socially responsible model, but it won’t shove aside the big model anytime soon.