08/15/2002

By RANDY NEVES and DOUG IRVING, KGW Staff

Careful what you say about Portland – it may cost you.

The city is exploring a name-dropping fee of sorts, for anyone using its reputation for profit.

The city fell $18 million in the hole last budget cycle, so any cutting-edge way to make money is on the table. The plan could raise up to $15 million.

Mayor Vera Katz is banking on this new idea – to tap name-droppers for cash. The city currently gets nothing from companies that market themselves using Portland.

“They think they can tell other cities, ‘Well, if the City of Portland is purchasing this product, you should to,’” Katz said. “Well, we ought to get paid for that.”

Commissioner Erik Sten supports the concept. But he doesn’t want the name ‘Portland’ to become an advertising symbol.

“I think it’s playing with fire,” he said. “I wanted to be really clear that I have trepidations about the idea of marketing our name.”

Katz said the city will not tolerate deals with alcohol or cigarette companies. “As long as it’s in good taste,” she said. “As long as we don’t sell the City of Portland’s name, I think it’s fine.”

City leaders are spending $100,000 to hire consultants that say they can muster millions of dollars on name-dropping deals for Portland. They’ll report back in a few months.