Atticus Hotel Plans Unveiled
Hotel to be Built in Downtown McMinnville,
Hotel to be Built
Locally-Owned, Oregon-Inspired Luxury
Hotel to be Built in Downtown McMinnville,
36-Room, full-service hotel set to open in
The Atticus Hotel, a new locally-owned,
Oregon inspired luxury hotel, is set to break
ground in historic downtown McMinnville in
May 2017, with an official opening in Spring 2018.
The 36-room boutique hotel aims to create
a meaningful guest experience in the heart of
Oregon's Wine Country by curating local history,
art and products into an intimate and
personal luxury experience. It will be located
on the corner
of NE Fourth and NE Ford Streets.
The property, a 22,640 square-foot, fourstory
building being developed by the Odd
Fellows Building (OFB) LLC, will be leased
in its entirety by Live McMinnville LLC.,
which will operate the Atticus Hotel. The
lessee also runs the popular 3rd Street Flats,
a boutique lodging company with two locations
in downtown McMinnville.
and Brian Shea are co-owners of
Live McMinnville and operators of the hospitality
business. They share ownership of
OFB with Rob Stephenson and Jeb Bladine,
all of McMinnville.
The Moxie Initiative, a non-profit run by
Carlee Wright and Brian Hart, are helping
Freddy Ruiz Jr with organizing the 2017
Taco Crawl Salem. Title sponsor for the
event is Sauza/Hornitos Tequila, but they
are still looking for more sponsors to help.
The downtown event will be spread out in
three days, Wednesday 3, Thursday 4, Friday
5, each night will be have a free live music
and a free raffle drawing for various taco related
Popular prizes have included fun novelty
items such as the taco pillow, the taco cat
pouch, the taco toaster, a great book on taco
cleansing diet, taco shirts, a taco rack, and
Freddy's signature door art work.
Restaurants have been asked to serve their
taco specials all week long during the celebration.
There will still be an organized "crawl"
event on Wed, Thurs, Friday, a schedule is
yet to be determined.
Sponsors are included in all aspects of the
promotion including: website, posters, banners,
press releases and media items, facebook,
instagram, twitter, tshirts, the menu
Small, medium and large sponsorships are
all needed for various aspects of the promtion,
from free tshirts, musicians fees, staging,
and great prizes.
Sponsors support the downtown restaurant
and hospitiality community.
Allied Video Productions
The Long Road to Success
Jeff Hart, Scott Hossner, DanWalker
June 15th, 2004 was a turning point for
Allied Video Productions. At the time, AVP
was a small, fledgling, video production firm.
Less than 2 years earlier, Scott Hossner,
Dan Walker and Jeff Hart had purchased
the company from the founder Tom Marks.
Their reputation in the community was solid,
their work was excellent and awards were
stacking up. However, they were challenged
with payroll, and learning the ins and outs of
the business side of operations.
In retrospect, that evening would prove
important. It was the Salem Area Chamber
of Commerce's Annual Business of the
Year Awards. As usual, AVP had been hired
by the Chamber to help produce the event.
Over 300 people were jammed into the Red
Lion Hotel's ballroom. AVP had worked all
day to transform the space into something
special, setting up lighting, big screens, live
camera feeds and sound. This was one of
AVP's specialties - making over spaces, ensuring
everything looked and sounded good
for the client, and for the organizations that
would be recognized that night.
As the evening progressed, 6 awards were
handed out, such as New Business of the
Year and Small Business of the Year, culminating
with the most prestigious, the Business
of the Year. As the suspense mounted,
Hossner, Walker and Hart had no idea they
were about to be surprised themselves.
As was tradition, the presenter began to
make remarks about the recipient, starting
vague, so that the audience could begin to
guess who the winner might be. 2004's presenter
was Chamber President, Mike DeRochier,
and he began by saying "The 2004
Business of the year is a small business... no
it's a large business... no, it's show business!"
Scott Hossner recalls, "Jeff, Dan and I were
all on intercom, calling up shots, music cues
and so forth and barely listening to what
was being said. We are always focused on
what's happening next, being prepared with
the spotlights and cameras. But I remember
hearing Mike saying something about show
The next hint that something was afoot was
when Tom Hoffert, then an employee of the
Chamber, stepped up and abruptly "took
over" for Dan Walker, who was running the
main camera at the event. "That's when we
knew what was about the happen, and we
were stunned" recalled Walker.
As the crowd rose to their feet, the three
owners, still reeling, took the stage to receive
the award. Reviewing video of that night, it
was clear the three were not only dumfounded,
Throughout the history of the award, the
Salem Chamber had never given this award
to a small business. In presenting the award,
DeRochier said, "Allied Video Productions
exemplifies characteristics that our community
values: excellence, hard work, respect
for others and philanthropy"
Chamber CEO Mike McLaren pulled Scott
aside after the event "I'll never forget what
he said to me," remembers Hossner, "He
said 'this is a great recognition for AVP, for
your investment in Salem, take advantage of
it, live up to it.'"
"We've been working to live up to it ever
since." Walker added. Indeed, that date
seems to mark when AVP's business really
Allied Video Productions opened its doors
in 1983 - a one-man operation started by
Tom Marks. Marks had a background in
radio, but saw video as an up and coming
technology and gambled there was a market
for it in Salem. He started the business with
a $50,000 equipment loan and a borrowed
office space in his church. Over the next
20 years, he grew the business into a Salem
staple, producing videos for a wide variety of
clients such as Northwest Medical Teams,
Withnell Motors, and Cruz Ministries. As
revenue grew, he moved the business into
a small storefront in an office strip behind
Kmart and, later, purchased and remodeled
his own building in 1993.
Scott Hossner joined the team in 1990, informally
at first. "I was half way through college
and basically I knocked on Tom's door
and asked if I could hang out, I wasn't asking
to be paid, just to get experience." That
internship turned into a job offer when he
graduated college two year later. Apparently,
it was a good match, he's been with the business
ever since, "There were just two other
employees at the time, but Tom gambled on
adding me to the team, I guess it worked out
because more than 25 years later, I am still
As the years passed, AVP continued to
gather loyal customers. Many of them coming
back year after year to produce videos.
"We found a nice niche with the non-profit
community," Hossner added. Organizations
such as the Salvation Army and the Union
Gospel Mission found that video was a very
effective way to tell their story and inspire
people to give financially. Tom often went
above and beyond, donating a large part of
the work as in-kind donations to help these
groups. "I remember thinking, 'Tom, you're
giving away too much' but he certainly set a
great example about giving back, and being a
A Core Team Forms
In 1997, AVP added two more critical members
to the team, employees who would go on
to impact AVP's future as much as Hossner.
Jeff Hart came knocking when he was the
Production Manager at Viacom Cable in Salem.
He had been a Zoology major in college,
but he still found time for his passions
of live theatre and Super 8 film making.
Eventually he found his way to a position at
Chemeketa that afforded him hands-on time
with video gear, and he was hooked. Before
long, he purchased his own gear and spent
two years in Central America shooting and
editing documentaries. Later he returned
to Salem and went to work for Viacom. After
8 years producing 30 second TV spots,
he approached Tom because he loved video
production but was weary of the day to day
churn and burn of TV commercials. Hart recalls,
"I approached Tom, told him I was impressed
with his company and wanted to join
the team. He took a big risk hiring me, but
it was clear he wanted to grow the company
with quality, experienced people. I needed
to do more than just sell stuff. I wanted to
have a meaningful local impact."
Dan Walker joined the team in an even
more unconventional way. At just 16 years
of age, he began college as a pre-law student.
He soon determined law was not for him and
he changed gears, deciding instead to work
for a software and design company, Interactive
Design Associates. "We rented space in
the back of Tom's building," Walker recalled,
"and we partnered with AVP on some interactive
video projects." Those projects gave
Walker his first taste of video production. In
2000, Allied Video Productions acquired the
company Dan worked for and he officially
became an employee at AVP. "When Tom
bought our business, I remember him telling
me I had two years guaranteed employment,
after that it was anyone's guess." It's likely
nobody guessed what the future would hold.
Scott, Dan and Jeff quickly became the
heart of the production team. Jeff arrived
with lots of experience, but Dan, whose background
was mostly computers and graphic
design, learned everything else on the job,
"It was amazing to see how fast Dan learned
production," said Hossner.
At that time, video production was changing
rapidly. "We used to edit on big clunky
machines that cued and copied videotapes.
In the late 90's everything was moving to
computers," Hart added. "Dan's knowledge
with computer systems proved to be a huge
asset during that transition."
The late 90's and early 2000's proved to
be good, but not great years for Allied Video
Productions. The team was larger and more
talented, but they were just managing to get
by. At the time, Hossner was production
manager, Dan and Jeff were the most dedicated
and talented members of the team.
"We had other producers during that time
but, honestly, it was this core group of three
that began to handle most of the workload,"
commented Hossner, "We needed to diversify
somewhat, and that's when we stumbled
into event production."
The team was often frustrated when they
would work hard on a video project that was
going to premiere at an event. "We would
attend the event to see how our video was
received, then be horrified as the AV team
handling the event would show it on a bad
projector, or the sound wouldn't work, or
whatever. It was heartbreaking to see our
hard work butchered," Hart recalled.
"So, we decided we needed to take control,
we're control freaks after all," Hossner
chuckled, "And that was when we added live
event production to our menu of services."
We began by renting, and later purchasing
the gear needed to do lighting, sound, and
video playback for large events. Today, event
production is about half of AVP's revenue.
Sometime in the late 90's Tom began to
consider retiring. AVP had picked up a very
large client that took us all over the country,
producing the same event in about a dozen
major cities. "It was good and interesting
work, and we learned a lot about event
production in various venues," Hossner recalled,
"but, in the end, the client went bankrupt,
leaving AVP with unpaid invoices totaling
tens of thousands of dollars. I think it
was that experience that drove Tom to retire"
Breakfast at Westgate Cafe.
"I believe it was March of 2002," Hossner
recalls, "Tom took me to breakfast at his favorite
breakfast joint in West Salem and, out
of the blue, he said 'How would you like to
purchase Allied Video Productions?' I think
I dropped my fork!"
I didn't have any idea Tom was considering
retiring from the business at such a young
age. I certainly didn't have any money in the
bank, and I had no background in business.
I knew what it took to make a video and produce
events, but I didn't know a debit from
a credit, not to mention anything else about
running a business."
Marks assured Hossner he was eager to
find a way to make it work financially, even
being willing to carry the loan, but Scott was
reluctant, "I asked him if I could sleep on it,
and if I might bring others in on the deal."
It didn't take Scott long to realize that the
only way this could work is if he brought Jeff
and Dan in on the purchase. "I looked at the
day to day operation and thought, 'if I buy
this business and either of these guys leaves,
I am up a creek!' What better way to ensure
the future of the business than to bring them
Hossner approached each of them and
within a day or two, the three agreed to partner
up and purchase the business.
"We knew we wanted to do it," Walker recalled,
"But we also knew we were three different
people in different places in our lives
and we needed to structure the partnership
creatively to make it work."
Six Months to Make it Happen
The three came to basic terms with Tom
in April 2002, with a six-month window to
prepare to make our down payment and
take charge on October 1. "Those six months
were nuts," Hart added. "We were basically
running AVP during the day, taking night
classes at the TED center, and meeting
weekly to sort out our By-Laws, Profit share
The Chemekata TED center was very valuable
to the trio. They took a "crash course"
on business ownership. "We basically took
weekly night classes, with a week on accounting,
a week on choosing the right kind of
business entity, a week on Human resources
and so forth. It was the 20,000 foot view,
but was very helpful" Walker recalls.
"I remember eating nothing but Ramen
and Mac and Cheese for most of that time,
doing anything I could to save up the money
I needed for the down payment," Hossner
added with a smile, "But, the bottom line was
we had a lot of work to do."
Roughly 20 years separate Jeff and Dan's
ages, with Scott right in the middle. They
pride themselves on the different strengths
each brings, as well as their diversity of opinions
on everything from politics to lifestyles.
They understood, however, that this strength
could also spell trouble if they did not plan
for what that might mean day to day. "We
hammered out a very creative partnership
that accounted for how to share profits fairly
if one person worked more hours, how we
would spend money, and how we made decisions,
big and small," Walker said. By working
out so much in advance, the three seem
to have avoided the obstacles that destroy
The hard work up front seems to have paid
off. AVP has grown steadily, in reputation
and yearly billing. Their client base is diverse
in locale and industry. "About 70% of
our work is in an around Salem, but we penetrate
into Portland and Eugene a lot, as well
as Bend and the Coast. But we also have clients
as far away as Illinois, Washington DC
and Atlanta." Walker commented.
Hossner adds, "Our clients vary from small
non-profits, to large regional corporations,
the whole spectrum. When we hire people
I make sure they know that we do work for
conservative clients as well as very progressive
causes. We must all 'play well with others'.
Jeff, Dan and I are very different people,
and we look for that when we hire. That diversity
allows us to match our skills and outlooks
with the right clients."
And most of those clients come back year
after year. "We've worked with Allied Video
Productions for all of our 20 years, and they
are a not only a trusted partner, but a key element
to SLF's longevity and success." Raved
Sam Skillern, Executive Director of the Salem
Leadership Foundation. "They also
bring a personal and relational approach to
their client relationships. Allied Video Productions
is not just a 'vendor' for us, they are
a key partner."
The three owners also harken back to the
lessons they learned from Tom Marks, "We
also give back, sometimes until it hurts, but
we believe in being good to the community
that has been so good to us," Hart said.
And Salem has been good to AVP. Since
the three took over the business in 2002,
AVP has more than quadrupled annual revenue
and their team has grown right along
with it. Currently they have 9 full time employees
as well as a large freelance pool that
they count on to help staff large events and
"All our success would not be possible,"
Hossner was quick to add, "without the incredible
team we have around us. They go
above and beyond, often pulling crazy hours,
to help make it all happen."
Three Headed Monster
"We like to joke that we're the 3 Headed
Monster. In fact, when we formed a new
corporation to buy our current building, we
called it 3HM for short," Walker mentioned,
laughing. "Our employees can testify to how
different we all are. But we've made that a
Each has a full life outside of AVP. When
asked about things most people might not
know about them, they laughed. Scott was
first to jump in, "I've always been involved
in Theatre and Music. As a matter of fact, I
spent 10 years performing with a crazy musical
comedy quartet that culminated with a 4
week off-Broadway run in New York City. It
was an experience of a lifetime!"
"You didn't mention you were in drag."
Walker chimed in, smiling.
"Only for one song." Hossner deadpanned.
Walker noted, "Most people have no idea I
used to be a boxer. Everyone knows I love
golf, but I spent a lot of time taking punches
to the head".
"It explains a lot!" Jeff interjected.
As for Jeff, he has a not-so-secret second
life as "The Dude". A few years back, an
employee threw a "Big Lebowski" Party and
suggested that if Jeff grow out his hair and
beard he would be a dead ringer for Jeff
Bridges, the lead character from the film.
Ever since, Jeff has spent countless hours,
and not a small amount of money, collecting
the costumes and making appearances at
conventions, screenings etc. "I guess it offers
me a good chance to 'scratch the live theater
itch', relieve some stress and cut-loose on the
weekends," Jeff said.
"It's one heck of a mid-life crises," Scott
Along the way, the guys have a couple milestones
they are especially proud of.
When talks grew serious about building a
Convention Center Downtown, the team at
AVP immediately saw the potential. Hossner
added, "We knew that Salem needed it
desperately. We were struggling to produce
large events in spaces like the Red Lion, the
Armory, even The Hoop, but many groups
were outgrowing what was possible technically,
or space-wise. A convention center
had the potential of growing those existing
events but, even better, bringing new events
AVP worked quietly behind the scenes, attending
public meetings, offering input on
design, meeting the people that were making
it happen. The first year the conference center
was open, Hossner even attended weekly
banquet meetings to make sure AVP was
there to help when they needed it.
Those efforts, and that time, paid off.
About a year after the facility opened, AVP
entered into an agreement to run the Audio-
Visual Department at the convention center
- a contract that has been great for both organizations.
"The partnership between the SCC and Allied
Video has surpassed all of my expectations,"
added Chrissie Bertsch, General Manager
of the Salem Convention Center, "Their
core values align with our service standards,
enabling us to give our clients the very best!"
Not only has the partnership with SCC been
a good revenue source for AVP, but they
have picked up many new clients when large
meetings have come though Salem and had
a great experience. "We now travel around
the state with numerous trade and association
groups, such as Travel Oregon, working
wherever they hold their conferences,"
Hossner added, "Most are around cities in
Oregon, but we've had groups take us with
them to Phoenix, Nashville, Sun Valley and
Coeur d'Alene, just to mention a few."
Another huge Milestone for AVP came 8
years after purchasing the company. "When
we took over, we signed an 8-year contract
with Tom Marks to continue to lease his
building," Walker noted, "we spent those
years saving our pennies with the intent of
purchasing our own building as soon as we
fulfilled that lease." 8 years and 2 months
later they moved into their newly renovated
building in Salem.
When asked if they ever considered moving
the business to a larger city, you get an
emphatic "no" from all three owners. Local
businessman and philanthropist Dick Withnell,
who has been one of AVP's most loyal
customers for over 30 years, commented,
"Also evidenced in their success is their commitment
to stay in Salem, and not moving to
a large metro market. This is not to say they
can't go head to head with any production
outfit in the Northwest; they have, they do,
and they're good!"
Their building, on the North end of Front
Street, may look ordinary on the outside,
but the inside will make you do a double
take. When they purchased the building, it
was a blighted property, having sat vacant
for several years. It had no insulation, no
usable spaces, but it was just what the guys
were looking for. "We needed a blank pallet,
something we could remake for our purposes,
something we could gut and design from
the ground up" Hart added.
What they ended up with is nothing short
of spectacular, with everything they need to
run a full-service production company: Six
edit suites, a sound booth, huge studio, control
room, equipment rooms, a magnificent
kitchen, even a pool table and a theater room
with a 14-foot screen. Decorated with movie
posters and memorabilia you would think
you're in Hollywood, or Silicon Valley.
"We work a lot of weird, long hours, and
having a comfortable workspace, with amenities
you wouldn't expect to see in Salem
has allowed us to attract a great, creative
team. We love it here, as do our clients!"
Over the years, AVP has gathered numerous
awards, both regionally and nationally.
Their lobby sports many of these trophies
in impressive display cases. More than 40
awards are on display from video festivals
and competitions around the country. These
awards cover the gamut from writing to direction
to videography, each a testament to
the work that comes out of this Salem production
firm. When you ask Jeff, Dan and
Scott about it, though, it's the local awards
that mean the most.
"We love our Green Awards," Walker added,
referring to the recognitions they've received
as a green business. The huge solar
array atop the building is the most visible
sign of these efforts, "In 2015, nearly 80%
of our yearly power came from that solar array.
The first year, it was closer to 70%, but
thanks largely to Scott and his passion for
energy efficiency, we've been able to be more
The award they are perhaps most proud of
is their second Business of the Year award
from the Salem Chamber. "We were the first
small business to receive the award back in
2004, then we became the first business to
receive it a second time, in 2013," Walker
When asked why the chamber holds AVP in
such esteem, Dan Clem, CEO if the Chamber
noted, "After 35 years of working with every business, organization, and government
agency - their connections and creativity are
matchless. Allied just makes us look good;
we couldn't enjoy our successes without
Love Affair with Salem
A few years ago, AVP started dreaming of
a way to boost Salem's image. "Salem was
too often looked down upon as the ugly step
sister of Portland," Hossner commented, "of
course, we know better, everyone who lives
here knows better, but we wanted to show off
Salem for all it has to offer." What the team
at AVP dreamed of creating was a "Sizzle
Video" for Salem - a short, fast paced, glossy
video that would show off all Salem had to
offer. Done right, it could be a tool for business
recruiting and tourism. Hossner added,
"It was intended to be inspirational, not informational.
No narration, just great visuals
"Over the years, various organizations saw
a need for a project like this, but no single
organization ever had the time or budget to
do it right," Hart added. "We needed the better
part of a year and a significant budget to
pull it off, working around other projects and
capturing all 4 seasons."
It was about the time Jason Brandt was
retiring from the Chamber that Hossner approached
him with the idea. Brandt loved the
idea and put his efforts behind it, setting up
meetings with numerous potential businesses
to invest. At the time, Brandt was quoted
in the local paper as saying, "In the 11 years
I have worked at the chamber, I have never
experienced such pent-up demand amongst
organizations for a collaborative project. You
know you're on to something when everyone
you ask to invest in the project says yes."
In the end, 15 organizations, including
AVP, split the costs, with the result being
perhaps the most exciting 3 minutes you
will ever see about Salem, filled with aerials,
time lapses, and beauty shots that show off
the lifestyle and activities that make our area
great. It was extraordinarily well received.
"The video was viewed over 80,000 times in
the first few weeks on social media," Walker
noted. "We're well over 150,000 views on
our website and Facebook page, with countless
additional views on the various partners'
websites. Type 'Salem Oregon' into Google
or YouTube and it's the first video you will
see. We're very proud of that!"
Hossner concluded, "Our hope for the
video was to celebrate the city that has been
so good to us. As Dick Withnell loves to remind
us, 'A rising tide raises all boats.' That
was our hope for this project. A better image
for Salem helps draw people and businesses
to our community. More people and more
businesses help make Salem a better, more
Dan Clem, Chamber CEO perhaps summed
it up best, "Salem is leading communities in
Oregon in new jobs - Allied Video Productions
is one reason why. Businesses and
organizations have depended on Allied to
highlight their strengths - Allied delivers, every