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
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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-
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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
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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
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:
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-
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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
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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