Our History

Free Beer! OOA Takes Root in Central Oregon

In the early 2010s, as Bend worked to diversify its economy beyond construction and tourism, a core group of local outdoor industry leaders from companies like Stanley and Ruffwear recognized an opportunity. Rather than relying on recruiting companies from outside, they saw the strength of building from within their community.

In 2012, they hosted their first event at Pine Mountain Sports in Bend. Around 75 people showed up, drawn by both the promise of free beer and the chance to shape the future of their industry. The agenda was simple but powerful:

• How can our community best support established outdoor companies and the new ones just getting started?

Speakers from the Small Business Development Center (SBDC), the Outdoor Industry Association (OIA), and the Central Oregon Trail Alliance (COTA) shared perspectives, and the conversation soon turned toward forming an industry organization. Regular gatherings around picnic tables evolved into structured events that mixed keynote speakers with plenty of time to connect and network. Those early meetings, still unnamed, quickly grew into a movement.

From Grass Roots Gatherings to Nonprofit

Before long, the events earned the nickname “Beer:30,” and a tradition was born. To cover costs, the group passed the hat and soon secured 10 Barrel Brewing as a sponsor to keep the free beer flowing.

By 2014, the momentum demanded more structure. OOA formally incorporated as a 501(c)(3) nonprofit, creating bylaws, a board of directors, and a membership model. Partnerships with groups like Economic Development for Central Oregon (EDCO), Bend Outdoor Worx (BOW), Barrett Business Services, Inc. (BBSI), and SBDC helped expand its reach, while Beer:30 became a signature event fostering OOA’s core values of community and connection.

Advocacy & Impact In Oregon’s Outdoor Economy

OOA has been a consistent voice for Oregon’s outdoor economy. A pivotal moment came in 2017, when OOA supported the passage of HB 3350, which officially created the Oregon Office of Outdoor Recreation. This landmark legislation, the first of its kind on the West Coast, aligned directly with OOA’s value of advocacy, ensuring outdoor recreation has a seat at the table in economic and policy decisions.

Since then, OOA has continued to support landmark legislation, including the establishment of the Conservation & Recreation Fund (2018) and the Outdoor Recreation Advisory Committee (2021). These efforts reflect OOA’s commitment to innovation and growth across the outdoor sector.

Growing Statewide

What began in Bend soon expanded. In 2018, chapters in Portland and Southern Oregon launched to extend OOA’s reach, followed by Hood River in 2024. Each chapter embodies OOA’s ethos to expand networks, foster collaboration, and connect outdoor leaders across Oregon, and there are plans for future expansion throughout Oregon.

OOA plays a unique role in uniting diverse stakeholders, from individuals and small businesses to nonprofits and national brands. OOA supports the outdoor industry in Oregon, from members breaking into the industry to medium and large established businesses, through its solution-driven industry roundtables, funding resources for businesses, and helping to create the future workforce through its internship program.

Oregon Outdoor Alliance Today

From humble beginnings around a picnic table, OOA has evolved into a statewide network uniting businesses, policymakers, and outdoor enthusiasts. We now serve over 250 members, including over 50 brands and more than 30 non-profits.

The outdoor recreation economy has grown to generate $8.4 billion in value for Oregon’s Economy. Guided by its mission and values, OOA delivers unparalleled opportunities for collaboration, funding, knowledge-sharing, and advocacy—empowering every partner to thrive in Oregon’s outdoor industry ecosystem.

And just as at that very first gathering in 2012, OOA continues to revisit the same guiding question:

How can our community the best support established outdoor companies and the new ones just getting started? It’s the spark that launched the Oregon Outdoor Alliance, and it remains at the heart of everything the organization does today. (And there’s still free beer.)