iTiiiitiiitiiiiiituiiiiiiiiiHuiiiiHiiiniuiiiniiiintnnittniimniiiiniiiinii: PACIFIC HIGHWAY GREAT COMMERCIAL Connections Are of International Importance, Road N : Kfr Sir K. A. Booth, Member State J 1 is n way -1 . ConimiaKion. THE Pacific highway is Oregon's greatest commercial thorough fare and the west's welcome to the world. Its two branches begin at Portland, both traversing the Willamette valley one est and the other west of the Willamette river, merging at Junction City in Lane county. 112 miles south of Portland, and extends thence south, ward to the California line, a dis tance by the east Bide highway of 354 miles. Is'o other road in the west serves as many people. No other road of equul length could be mapped to be of greater interest to the people of Oregon. As an international highway it con nects the United States with British Columbia and Mexico. As an inter state road it extends through' Wash liigton, Oregon and California the states of the' Union that border on the Pacific ocean. More than half of the entire length of the Pacific highway in Oregon lies in the Willamette valley, the region earliest settled, best developed and most densely populated. The wonder ful valleys of the Umpqua and the uittiiiiiiiiiiiiiiiiiiiiiiiiimniuiiiHitiiiiniHiiiiiiiiiiiuuiiiiiiitiiiiiuiiiiiiiNiuiiiiniininii PACIFIC NORTHWEST TOURIST J Aggressive Organization SuitiiMiniHHiiiMiiiiniiitmniiiitiiiiiimimiimnumtntimnmiiinniHnninmntiinmiiniiniHiiiiHfnt By W. J. Ilofmann, President Pacific Korth- west Tourist Association. POR many years Portland and other cities in the Pacific north- west spent considerable money in seeking to attract tourists to its " . . reason to complain that this money was not well spent and that It did not bring results. At the same time it cannot be said that these publicity efforts made a national impression nor attracted the attention to any marked degree of those who are en gaged In the manufacture of tourist travel. It is obvious that when a city like Portland spends a considerable sum to uttract tourists, especially those from the east, other cities in the Pacific northwest must derive almost equal benefit. Visitors will certainly divide their time between Portland, and her sister cities. Therefore,' the city was only securing a partial ben efit from her expenditure, even from" the business that she was fortunate enniich to attract. The reason, however, that commu nities did not derive an adequate re- nirominmimnnmtiimmttiwwHitimtniirtmtimw -a:50"' ..." ,si -.-iS w":V. jr. i. :J JK ;"5J1-: Rogue contribute immeasurably to the importance of the Pacific high way, for they are fertile, highly cul tivated and beautiful and the centers of a hundred tributary regions. All of the county seats of the west ern Oregon counties are on or in sight of the Pacific highway except those of the coast counties and they are connected with it by laterals ' that are a part of the state system of roads. The Columbia River highway, destined to be as widely known as Niagara and to become as popular as any American road, intersects the Pa cific highway at Portland a city combining more of interest and beauty than any other western city. Hlgkmr Connections Important. Connecting the state's metropolis and its capital city with most of the principal towns of western Oregon, this highway accommodates most of the manufacturing and other com mercial interests of the state. Such prominent institutions as the uni versity, agricultural college and nor mal school are by this roadside and in full view also are the state's penal, reformatory and eleemosynary insti tutions. , Every mile of the Pacific highway IIIUnHIMflUlliniHUfHIUIIilllllHIIIIUtlHIIIII Accomplishes Great Good nuinitniuuiin turn for the money invested in tourist publicity was of a three-fold charac- ter. First, the message was not big enough: second, the amount of money raised was not enough, and third, the T"!"1,", ,e,rmanent ?r maintained continuously from year to Sear. This was the keystone of the foun dations of the Pacific Northwest Tourist association. We realized that no one city, nor even any one state, had sufficient attractions to bring the people all the way from the east to spend their summer vacations, and even if Oregon had attractions that were big enough, nearly all the peo ple who came would spread over into Washington and British Columbia. So the two states and province were combined, pooling their Interests and their revenues dividing up the ex-, pense in order to make one complete publicity organization which would carry on a national advertising cam- Tinlcn nf a t..Wtv.v wklU 1 ! nu" moro to offeto the tourist and sishtseer than anv other nart of this continent. Attractions Are Wonderful. There is no question as to the won derful attractions of the Pacific northwest Oregon, Washington and British Columbia Its mountains. 30 Extending From British VlrOA'4i. is a market road and more than any other highway of the atate must bear its traffic. Connecting communities, towns, cities and - states in their neighborly and industrial relations, the Pacific highway must always re main to Oregon the great artery through which will continually and increasingly move the travel and traffic that engages and supports its people. In a varied and real sense it is the people's road, supported uni versally by their sentiment and pro vided by their legislature. By provision made for the Pacific highway by legislative enactment at the 1917 session and extended by the session of 1919, this highway was made of first importance and its lo cation, grading and paving were di rected and funds for Jts construction in harmony with estimates then made were provided. The increasing use and importance of this highway has compelled the construction of a better roadway than at first contemplated and as a result the width In many places has been increased and the base thickened t considerable cost. Except for a few short stretches the Pacific highway has been defi- nitely located and thye greater part of it put under construction. . inn." Contracts involving more by Its Appeal to Visitors on times in area that of Switzerland, the Columbia and other mighty rivers, ita extensive system of lakes, its 2000 miles of shore line, its inland seas, its Columbia river highway and all its other scenic highways, more than 15,000 miles of them, its sea beaches, primeval forests. Its orchards, wheat mitiKmiiimimmnrtmnwmHmiimiittnttMmiunnmuiminftinimi .FORTLAVD PUBLIC IMPROVE. MEAT WORK. Miles of streets. Includ ing county roads.... 1,350.02 Hard surface, miles... 895.40" Macadam or gravel, miles 141.81 Earth grade, miles.... 294.97 Bridges, etc., miles....' 1.91 Unimproved, miles.... 615.83 Miles of sewers 530.96 Miles of water mains.. 762.72 No. of fire hydrants... 5,246.00 There are 48 miles of conduits, with a ca pacity of 67.000.000 gallons of water each 24 hours. Cost of water system. J14, 775. 000 Total Indebtedness of water system 8,044,000 Number of arc lights overhead 3,311 Number of arc lights - ' underground 157 ailUHimilHIIHIHMIMWmiHMUmlffmHmiHIh? THE JIORXINTi OREGOMAX. THURSDAY, JANUARY 1, Columbia to the Mexican Line, Serving Large Numbers of People and Winding Through Most Beautiful Types of Country TH'ELSO4 A?C 78.000.000 have been let. Some of these undertakings are finished, many of them well advanced and it is planned to have the whole stretch of this highway surfaced throughout its en tire length before the end of 1920. A part of the distance must be macad amized to provide time for proper settlement on new grades and be cause of lacK of funds immediately available. Excepting ten miles in Clackamas county, the east side high way is paved from Portland to Salem. About 160 miles of the east side Pa ciflc highway has been put under contract for paving and about 75 miles additional is under contract for macadam, leaving about 100 miles of surfacing yet to be undertaken. On the west side Pacific highway about 75 miles of surfacing has been provided for 60 miles of paving and 15 miles of macadam. Contracts, completed and current, covering more than $6,000,000 have been let by the state highway commission for the improvement of the Pacific highway and the counties during the past aecade have contributed some mil lions in addition in grading, bridging and navlne-. and paving. Counties Share Work. There is but a comparatively small portion at the entire distance that has not been put under contract for grading and nearly the whole of the ungraded oart is work to h rinna hir tho counties through which the road extends. It may be determined by this statement that the Pacific high- way ,n thl 8tate w,'l oon be an all- ASSOCIATION ACHIEVEMENTS NOTABLE IN 1919 Behalf of Oregon, Washington and British Columbia, fields, its mining, fishing and can ning and shipbuilding industries ail these are of Interest to the easterner and to the people of the middle west. We have never realized their value from a monetary point of view. But now, through the tourist association, we are capitalizing them, especially our scenery and climate, and in a few years we will realize that we are de veloping one of the biggest cash producing assets in our state. National Campaign Started. In the formation of the Pacifio Northwest Tourist association the dif ficulties of the old local publicity committees were overcome. Inasmuch as It has a big territory with marvel ous attractions to offer. It has a fund capable of carrying on a national campaign although it is not half what it should be and It has perma nency, making it possible not only to secure the benefits from the current year's advertising, but from the cu mulative efforts of other years. The association has been enabled for three years, and'ls now preparing for Its fourth season, to carry on a national campaign of advertising and publicity which the directors feel, lrom the evidences that have been iiwimmHiHHiwiiiiimHniiiimnnMimiMHiniimpittnninMiiowiiitii THOROUGHFARE, AND WEST'S "0 year road length. throughout entire Of prime Importance to the people of the state la its use by them, but it will be an asset to Oregon of which we yet are but half conscious. Travel by automobile is 4he marvel of the present day not so much because of its possibility, but because of its ex tent. It's only a few months ahead when the motor vehicle registration in our Btate will show a 100.000 ownership. Good roads increase many fold their utility and greatly reduce cost of their operation. l What of the benefits to us from the - travelers from beyond our borders r when our roads invite them? They " . " mountains. These three valleys take terprise, intelligence ana patience for the springtime. If. the tourists their names from the great rivers have here done their perfect work, buy Pike's peak for $60,000,000 each that especlany mark thetn. Dwellers Here apples, peaches or pears con year and still leave It as a permanent aiontf theJr bank8 may feel pr0U(i ot tribute every day to the attractiveness asset to Colorado;, if California col- ,tnem and certain that no streams are of living. Alfalfa with its varied lects nearly twice that amount an nually as a tribute from her travelers and the figures slven here are from statements published as actual esti matesthan It is a reasonable cer tainty that when our present road system, as mapped by the Oregon leg islature, is completed it will bring to Oregon annually more money from ?u:'st fw" "pndf when all the funds now provided for by the state are exhausted. As there is no other land like America, when we consider its insti tutions and its Ideals, so there is no other state like Oregon In the im mensity and grandeur of its varied offerings to all those who come with- ra lts bordrB- an tn Pa,c,tf,io h'5h: " veS""s r"' Take a brief view of this great hle-hwnv route: At the north, leaving submitted to us, has been unequaled artists, scientists, financiers and leg by any similar campaign in the United lslators of the east. States of America unequaled not other f f bliclt ,uch only because of Its efficiency, its at- r' tractlveness, its compelling power, but for the results in a concrete form. a''""i"t'miMu1imiwnimiimmniiinimomiii.oiiuiiinS in dollars and cents, which have been apparent throughout the states of Oregon and Washington and the prov ince of British Columbia during the past year. We have used all modern forms of publicity t as great an extent as our funds will permit. The great portion of the money has been spent, and rightly so. in newspaper and magazine advertising. At least 70 per cent of our revenue has been spent on this kind of advertising, in about 20 of ournational magazines and more than 50 of our leading dally newspapers, with a combined clrcu- lation of more than 10.000,000 sub- scribers. The copy has been of a high - class character, reproducing many of our principal scenic features with very appropriate texts. The association has been fortunate In securing the services of Frank Branch Riley, with his wit. eloquence and a wonderful set of pictures to carry the Pacific northwest nd all Its beauty and attractiveness o thou- sands of the leading business men, 1920. TO the broad sweep of the Columbia, the second river in importance on the continent, it enters the Willamette valley at its northernmost boundary and follows it southward for 150 miles, thence traversing the Umpqua and Rogue river valleyB in turn. The Cascade and coast ranges of mountains, that parallel each other and the Pacific ocean as well, divide Oregon into three distinct sections, topographically. One of these sec tions is the coast region, lying be tween the summit of the Coast range and the Pacific ocean; another section is known as eastern Oregon, with the summit of the Cascade mountains and Idaho as Its went and east boundaries, respectively. The region between these mountain ranges is the wonder ful region where the Pacific highway lies as a chain tying Oregon to its sister states. Ab stated, the regions that it traverses are the Willamette, Umpqua and Rogue valleys. These three valleys, distinct in drainage and ChVacter, extend the entire length of tno gtate north and south, or from the Columbia river to the Siskiyou more beautiful. The Willamette, the Umpqua. the Rogue the premier rivers of the west, and that means of the world! "Hurt of Oregon" Described. The Willamette valley, one of the world's greatest, with the Columbia river, the Calapoola, Cascade and Coasi range mountains for its bounda- . . " ries north, south, east and west, early became the very heart of Oregon. From this center was propelled the human flow, that conquered, claimed and cultivated the many rich natural subdivisions of the state. The Pacific highway traverses elliptlcally this valley. Hence in a day's ride, starting at any point on the highway and com nlet!n(r the circuit, under good road uM.......M..... fnTrTmmfTtiiirtmiimtiimiiiiiiiiiiiwnMiiiiimiiiwiiiiniiii Laying Before Them the I'KIOSI COUNTY BCILD8 GOOD ROADS. Visualizing the monetary re sults obtaining In the sale of scenery, the citizens of Union county decided to build roads hard-surface roads, and plenty of them. Two highways that will connect every town in the valley and 600 miles of "graveled laterals have been provided for by a county bond Issue of a mil lion and a half, and this sum is to be matched by state, federal and forest moneys. Part of this programme Is already down. Within, a year the Union county link of the Columbia highway extension will be reaBy and tourists may cross the heretofore objection able Blue mountains on paved roads. Every effort to make thing pleasant for the tourist has been exerted. s s : g - 1 g I I mHimnnnmi'rtHttMmiiimmimninrnmiir i6Ff mde,20Ft at Carves PORTLAND ALEM conditions one may se every section Of the valley and visit every county that comprises it. On such a trip would be seen broad fields and majti tic mountains; rlvdrs that cheer' arid, cities that captivate forests that be wilder and orchaAs that delight. Every state institution educational, reformatory, eleeimosynary or penal, save one. is located in this valley and may be Been on thve suggested day's outing. There is Bo'.raucti of interest in this valley that it would require pages and pages morle than allotted this article to mention', them, and the facts given and others that follow relating to the valleys south are for the purpose of emphasizing the im portance of the Pacific highway the heart's great aorta. I The Umpqua country Ms a sort of midway or center along the Pacific highway. It Is between the Wil lamette and the Rogue valleys and that is sufficient to insure its great ness. It's where you'll want to t'op to fish, hunt, eat strawberries and cream; see a score of small valleys and a hundred different kinds of foot hills and mountains, all contributing health, beauty and wealth. The Pa cific highway is located through the center of the Umpqua country. Extending still southward, crossing streams, climbing hills, dropping into vales, the highway enters the won- derland of the Rogue. Pluck and en- uses adds thousands to annual in comes. Here mountains and gorses have yielded their precious metal to the miners since the rush of the early '50s. No attempt has been made in these few paragraphs to describe adequate ly these three great valleys: They have merely been mentioned; descrip- tion will follow from the .... n,iiiinn. ,, .m ., millions yes, millions, who will travel through them by the Pacific highway. It Is the importance, the necessity, the im perative demand of the interests that here center and .attach to the high way that has had voice in state legis lative enactment and favorable pro nouncement from all who come this way. On the Pacific highway in Oregon are no desert sands or biting winds. The sun shines here only to invig orate and the showers come but to Varied Attractions of These Three Great Sections sign boards, broadsides, special boolc lets, including one on the Pacifio northwest as a whole, and on auto moblling. fishing, golfing, mountain eering and yachting, have been used, issued and distributed, and the ex pense of these has been kept down to a really remarkable figure. ' Business Men Officers. The directors of the association are all business men who have made a success of their own businesses in all parts of this immense territory. They have given their time generous ly whenever called upon, and spent their own money In attending the meetings wherever- they are held, some of the gentlemen traveling 700 miles to one meeting.- paying their own transportation and hotel ex penses. In our executive secretary, Herbert Cuthbert, we have an expert tourist publicity man who has i.d nearly 20 years' experience in the -Manning of tourist campaigns, and wi o Is thor oughly well known to a.'l tourist agencies, railway and trant'in r:uon men all over the continent. The results for lfi9 have been must gratifying to every one con nected with the auaocialiou. It would mtmitnuammmtmmi-.tmm m i wwi mi iiwtiiimwtwMmmnmumreii' j WELCOME tltttntt!HMl V 4 refresh. The mountain summt the west support a half hundm rled culminating points that watching the ocean waves and their gentle breezes across the P;J highway to mingle with those 11 the Cascades' summit, where rj the . pnow-orest mountains it Jefferson, Sisters, McLoughlin others as mile posts marking traveler's way. Rivera Give Life Xnt. And from this forest-clad range 1 from these glacier mountains coifl those wonderful rivers "from the Ca - cades' frozen gorges, leaping line child at play." not only to enrich vail leys and gladden homes, but to givtl power and zest to life. And for hundred miles and more these stream flow by the roadside nhere "soring ; green witchery is weaving braid ani border for their sidts" where evcil green trees give shade and sheltri and flowers make fragrant everl breeze that blows. Of course, all Oregon Is not ti Pacific highway, but as all roads f 4 merly led to Rome, so now all Orcf.-! roads lead to the Pacinc highway If you are traveling the Pay highway and want to visit the th.i and-acre wheat fields or unbount.f stock ranges of eastern Oregon, ii may turn eastward almost at it v the! iy ij i tii The Columbia highway leads from Portland eastward directly the Columbia river basin and are others connecting at promin. points, as the Santiam highway frl Albany, the McKenzie from Eugel the th6 lan, Crater Lake from Medford af Green Spring mountain from Af d. Westward from the Pact highway to the coast region is Tillamook highway from McMinnvil the Newport from Corvallls, the Sj law from Eugene and the Coos from Roseburg and Crescent from Grants Pass. I will close if you will let me cj a nail JuHt here: We of Oregon! little realize what the Pacific higlj is now to us and have but the 1 I et glimpse of what it may wh I must become. In our social, rerj tional, industrial yes. In scores! scores of ways we will use it li intercourse. May we not say that the routi the Pacific highway was ma'rkc; the hand of God. and his children! are its resident keepers must be gent in removing the utones and ki lng the briars from this marvel highway that must stand as an! vltatlon to all who bear or it the frequently used pathway oil who love nature s offerings or seek recreation or opportunity? IT IS THE WEST'S INVITA TO THE WORLD! take a very long article devoted ex olusively to this subject to tell ever in a limited way of what these bene fits have been. It is sufficient t point out that never in the histo of the Pacific northwest have noteis been so crowded, the res. so filled and the highways so trave as during this past season. Tho of the National Editorial assoclati party, one of the most influential a DroiT'jtlona . f n.nnt. V. i . . V. a..a nn . west, visited many of our lead in ii cities and resorts, and have usedA 10,000,000 lines of reading matter in icuius peut'it? ui wnai we nave in this wonderful territory of ours. This is briefly the story of the Pacific Northwest Tourist associa tion, why it was formed, how it was formed,, what it was organized to do and what it has endeavored to do. It is one of the most unselfish or ganizations with which any mau could be connected. It was con ceived with the sole Idea of making Ihe Pacific northwest most popular and more vros.-rous. and of inform ing, educating uid impressing the people ot tile east with all the bene fits, advantage-" and attractions of tins land of ours which we home. 7