A newly approved Industry Recognized Credential (IRC) in hospitality and tourism is now available for Oregon high school CTE Hospitality, Tourism programs, starting in the 2025–26 school year. The credential, recognized by the Oregon Department of Education, offers students a clearly defined pathway into hospitality careers and college-level programs aligned with industry needs. The Oregon Hospitality & Tourism Career Pathways Credential (OHTCPC) follows a four-step, stackable model that integrates technical training and essential employability skills. Students complete the Oregon Employability Skills Academic Badges, earn a Food Handlers Card, gain certification through ORLA/AHLEI’s Guest Service Gold Tourism Oregon, and finish with the AHLEI Hospitality and Tourism Specialist certificate. This structure supports both job readiness and alignment with postsecondary programs such as those at Chemeketa Community College. Each component of the credential was selected to:
The credential also supports Oregon’s broader workforce development goals, helping students graduate with certifications that reflect real industry standards. It is designed for use in a variety of educational environments, from classroom instruction to work-based learning, and emphasizes equity, cost-effectiveness, and career connection. The credential was developed by Summer Highfill, a high school Career & Technical Education (CTE) instructor at Oregon Charter Academy and the first educator to complete the Oregon Tourism Leadership Academy (OTLA). Drawing from her experience in both education and industry, Summer designed the IRC to help students build real-world skills, gain certification, and explore meaningful futures in the hospitality and tourism sectors. Implementation & Industry Involvement Oregon high schools with approved Hospitality and Tourism pathways can begin offering the credential in the fall of 2025. Schools are encouraged to integrate the credential into existing curriculum frameworks to maximize its impact and accessibility. The program also invites collaboration with hospitality businesses across the state. Employers can support student learning through internships, work-based learning partnerships, mentorship, or guest speaking opportunities—showing students firsthand what a future in Oregon’s hospitality and tourism industry can look like. This credential represents a bold step forward in connecting education to employment and supporting students as they prepare for lifelong success in one of the state’s most dynamic career sectors. | Summer Highfill, CTE Instructor, Oregon Charter Academy Summer Y. Highfill, MBA, is a Master Teacher in CTE Business Pathways at Oregon Charter Academy. She is also a 2022 graduate of the Oregon Tourism Leadership Academy (OTLA). If you have any questions about this program, reach out to Summer via email.
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![]() The Oregon Tourism Commission, dba Travel Oregon, “is a semi-independent state agency that works to inspire travel that uplifts Oregon communities—collaborating with stakeholders and partners to align as stewards of Oregon” (Travel Oregon, 2025). At the heart of the Oregon Tourism Commission is a board of some of Oregon’s top hospitality and tourism leaders. On February 24, Jason Brandt, ORLA President & CEO, and Ella Sturdevant, Workforce Development Coordinator teamed up with Travel Oregon’s Industry Development Manager, Jaime Eder, to present at the first Oregon Tourism Commission meeting of 2025. The goal of this presentation was to showcase the work that was accomplished during the first three years of the official strategic agreement between Travel Oregon and the Oregon Hospitality Foundation. Among the topics discussed were OHF’s work with ProStart, the Oregon Coast Hospitality Sector Partnership, workforce development board relationship building, and industry education connections. The presentation concluded with a public unveiling of the first video in the Share Your Story video series, highlighting real voices in the hospitality industry. Recently, Travel Oregon green-lit an initiative focused on attracting and attaining workforce in their 3-year strategic plan for the 2025-2027 biennium. As we look to the future, OHF looks forward to continuing and building upon the great work that has been accomplished with Travel Oregon thus far. If you missed the live presentation, you can watch it here on the Travel Oregon YouTube channel. Want to learn more about how to get involved with our workforce development initiatives? Email me at [email protected]. | Ella Sturdevant, OHG In the ever-evolving hospitality industry, the importance of training and professional certifications cannot be overstated. A well-trained workforce enhances guest experiences, improves workplace efficiency, and creates opportunities for career advancement. Yet, data from the Department of Labor Critical Sector Job Quality research grant highlights disparities in training opportunities along the Oregon Coast. Addressing these gaps could be a key strategy for improving job satisfaction and employee retention.
The Training Gap: What the Data Shows Survey responses from coastal hospitality employees reveal a mixed landscape when it comes to access to training and certification opportunities:
Why Investing in Training Matters The survey data suggests that structured training programs can help address some of the key workforce challenges along the coast, including high turnover rates and a lack of advancement opportunities. Here’s why investing in employee training makes business sense:
Bridging the Training Gap: Next Steps for Employers For hospitality businesses along the Oregon Coast, there are several strategies to ensure employees have access to necessary training:
Final Thoughts The findings from the Department of Labor Critical Sector Job Quality research grant underscore the need for stronger investment in training resources. By addressing training gaps, hospitality businesses can create a more stable workforce, improve service standards, and strengthen the industry's reputation as a rewarding career choice. Investing in training isn't just an employee benefit—it's a long-term business strategy that enhances the entire coastal hospitality sector. | Rebecca Donley, Oregon Coast Workforce Strategist for the Oregon Hospitality Foundation The hospitality industry in Oregon thrives on diversity. From hotel front desks to restaurant kitchens, BIPOC (Black, Indigenous, and People of Color) employees—many of whom are immigrants or Spanish-speaking—are the foundation of our sector.
As part of an ongoing Department of Labor (DOL) grant project, the Oregon Hospitality Foundation has been gathering insights from hospitality workers on the Oregon Coast through Employee Voices surveys and Focus Groups. The most recent was a Spanish-language focus group hosted in partnership with El Centro NW. While the goal of this effort is to gather qualitative data to better understand workforce needs, the political climate has made our findings even more urgent. Recent federal actions, including the executive order “Ending Radical and Wasteful Government DEI Programs and Preferencing,” have fueled growing uncertainty among BIPOC workers. Meanwhile, new policies limiting worker visas, reducing immigrant labor protections, and discouraging workplace diversity programs are disproportionately affecting many of our employees. We did not set out to examine these policies, but we cannot ignore the reality that many BIPOC and Spanish-speaking employees in Oregon hospitality are feeling vulnerable right now. And they’re telling us so. What Our Employees Are Saying Many of the challenges hospitality employees face—like unpredictable hours or high stress—affect everyone in the industry. However, for BIPOC and Spanish-speaking workers, the struggles run deeper. One focus group participant shared: "Los empleadores necesitan valorarnos y respetarnos como lo hacen con otros trabajadores no latinos. Sin nosotros, el negocio no podría funcionar." ("Employers need to value and respect us as they do with other non-Latino workers. Without us, the business could not function.") Despite being critical to the industry’s success, many BIPOC workers feel they are treated unfairly compared to their non-BIPOC colleagues. This imbalance isn’t just about perception—it’s about who gets promoted, who feels safe speaking up, and who is supported by leadership. One employee put it plainly: "No nos sentimos apoyados por la gerencia en absoluto. Hay muy poca o ninguna comunicación con la gerencia." ("We don’t feel supported by management in any way. There is very little or no communication with management.") And, perhaps most concerning, we heard from employees who are working under a constant sense of fear. "Siempre escuchamos amenazas de los empleadores, como que llamarán a la policía o a las autoridades de inmigración si no hacemos nuestro trabajo." ("We are always hearing threats from employers like, ‘We will call the police or immigration officials if we don’t do our job.’") No one should live in fear of losing their job simply for advocating for fair treatment. These practices erode trust, create hostile work environments, and increase turnover. How Hospitality Employers Can Take Action Today The issues we’re facing are complex, but that doesn’t mean the solutions have to be. Small, intentional steps can make a real difference. Here are five things you can do today—without a budget, without approvals, and without major operational changes: 1. Ensure Employees Know Their Rights (And That You’re on Their Side)
2. Remove Language Barriers Where You Can
3. Lead by Example: Call Out Bias Every Time
4. Foster a Workplace Where Employees Feel Safe Speaking Up
5. Show Employees a Path Forward in Your Business
A Call to Action for Oregon Hospitality Employers The feedback we’ve gathered from hospitality employees isn’t just an isolated concern—it’s a reality across the Oregon Coast. Whether you run a boutique hotel in Astoria, a seafood restaurant in Newport, or a resort in Coos Bay, the responsibility remains the same:
This isn’t about politics—it’s about people. Think - what’s one small change you can make today? And start there. Final Thoughts The Oregon Hospitality Foundation and our partners are here to help businesses create safe, inclusive, and thriving workplaces. If you’d like additional resources, training recommendations, or assistance in creating a more equitable business, reach out to us. Together, we can make hospitality a stronger, safer, and more inclusive industry for everyone. | Rebecca Donley, Oregon Coast Workforce Strategist for the Oregon Hospitality Foundation ![]() Volunteer at the 2025 Oregon ProStart Championships Happy New Year from the Oregon Hospitality Foundation! I encourage you to start off 2025 by taking the opportunity to mold our future workforce by impacting them with your knowledge of how fun our industry is to have a career in! Preparing and investing in the future workforce is essential in today's fast-changing hospitality landscape. With workforce shortages impacting the restaurant and hospitality industry, programs like ProStart are stepping up to bridge the gap by inspiring the next generation of professionals. Supported by the Oregon Hospitality Foundation, ProStart offers career technical education (CTE) that empowers high school students with essential skills and hands-on experiences. With over 7,700 students across 48 Oregon schools participating, this program significantly changes their lives and the industry’s future. Make an Impact: Volunteer or Contribute Volunteering plays a vital role in shaping the next generation of hospitality leaders. Whether through time, expertise, or financial contributions, your support can have a lasting impact. The 2025 Oregon ProStart Championships on March 17 at the Salem Convention Center offers an incredible opportunity to witness this transformative program and support its mission. Here’s how you can get involved:
Celebrate Success at the Awards Dinner Following the intense competition, the Awards Dinner celebrates students’ achievements and recognizes the dedication of educators and mentors. Scholarships are awarded, and top winners advance to represent Oregon at the national competition in Baltimore, Maryland. Why Your Involvement Matters Volunteering goes beyond lending a helping hand—it's about inspiring future professionals, fostering a supportive community, and strengthening the hospitality sector. When you participate, you:
Join Us Mark your calendar for March 17, 2025, and join us at the Salem Convention Center. Whether you volunteer as a judge, secure a showcase table, sponsor, or donate—every contribution matters. Let’s inspire, empower, and uplift the next generation of hospitality leaders together. To learn more or sign up, visit the Oregon Hospitality Foundation's website or contact me via email. | Courtney Smith ![]() The hospitality industry depends on people—passionate employees who bring experiences to life and dedicated employers who foster environments for growth and satisfaction. Our recent Employee Voices Survey and Owner/Operator Survey, which gathered responses from the Oregon Coast hospitality industry, revealed insights that extend beyond the coast and across the entire state. By understanding employee needs and offering meaningful benefits, employers can create stronger, more resilient workplaces—and reap substantial rewards in return. The Power of Benefits in the Workplace Employees consistently highlight the importance of benefits like retirement plans, health insurance, and opportunities for career growth. These aren’t just “nice-to-haves”; they’re fundamental to creating workplaces where employees feel valued and supported. Yet, many employers struggle to align their offerings with these needs. Why does this matter? Because offering benefits doesn’t just help employees—it directly benefits employers as well. At the heart of this is a psychological principle: reciprocity. When employees perceive that their employer invests in them—through benefits, training, or work-life balance—they are more likely to invest their effort and loyalty back into the organization. This creates a cycle of mutual support, which translates into tangible business outcomes. Beyond Retention: How Benefits Help Employers While retention is a well-known benefit of offering robust employee perks, the advantages extend far beyond that:
Connecting the Dots: Employee Benefits as a Business Investment For many employers, offering robust benefits can seem daunting, particularly for smaller businesses. However, it’s essential to view these offerings as investments rather than expenses. Benefits aren’t just a cost center—they’re a means to build a more engaged, productive, and stable workforce. Consider this example: one employer reported a dramatic increase in 401(k) participation when shifting from an opt-in to an opt-out system. This small administrative change significantly boosted employee engagement with the benefit. The lesson? Simplifying access to benefits can amplify their impact, ensuring employees take full advantage of what’s offered. Similarly, while healthcare and retirement plans often come to mind first, benefits that enhance work-life balance—like flexible scheduling or paid time off—can be just as powerful. An employee who can take a mental health day or adjust their schedule for family needs is not only more satisfied but also better equipped to perform at their best. A Statewide Perspective Although our surveys focused on the Oregon Coast, the lessons learned are relevant statewide. Hospitality businesses across Oregon face similar challenges in recruiting, retaining, and engaging employees. By prioritizing benefits that address these needs, employers can build workplaces where employees and businesses thrive together. If you’re an Oregon Coast hospitality employer and want to share your perspective or learn more about the surveys, please reach out to me at [email protected]. Together, we can continue to strengthen our industry for everyone it serves. | Rebecca Donley, Oregon Hospitality Foundation ![]() The workforce system in Oregon represents an excellent avenue for industries to grow interest and competency among their present and future employee bases. A major Oregon Hospitality Foundation (OHF) objective is to become more integrated into this system on behalf of the hospitality industry. Our goal is to connect members with programs and funding that will help strengthen their current and future labor force. As a first step in this process, we have attended events hosted with and by Oregon's nine workforce boards to learn, connect, and gather essential information about the opportunities available in that space. In addition to our continued conversations with many of the boards, OHF has shown presence at the following events: The Rendezvous The Oregon Employment and Training Association (OETA) is an organization dedicated to creating leadership and training opportunities for Oregon's workforce professionals. This year at their annual conference, The Rendezvous highlighted the hospitality industry in one of their scheduled sessions. Hosted by the National Restaurant Association, this session focused on the value our industry brings to the workforce and why we should actively create hospitality workforce partnerships. You Can Be a Change Agent Another event hosted by the OETA, You Can Be a Change Agent, was an interactive webinar focused on assisting individuals in becoming successful employees. One of the primary takeaways from this training is understanding what drives people to work based on their life circumstances and how to use this information to bolster employee outcomes. There were many illuminating lessons to be learned about how the foundation can better market hospitality jobs to the greater workforce. Oregon Talent Summit The Oregon Talent Summit is an event hosted by Oregon's Workforce Talent and Development Board. At this multi-day event, leaders from business, workforce, community-based organizations, education, and economic development convened to discuss critical workforce and education trends. Many breakout topics were discussed including the rise of AI and its impact on future jobs and the current decline of traditional 4-year post-secondary education. As OHF continuously looks for ways to support the hospitality workforce, all the information gleaned at this conference will provide powerful insight. Want to learn more about how to get involved with our workforce development initiatives? Contact Ella Sturdevant. ![]() Preliminary Findings from Ongoing Research In today’s evolving workplace landscape, diversity and inclusivity cannot be just buzzwords. They are essential elements for fostering a thriving organizational culture. At the forefront of addressing employment challenges in the Hospitality Industry on the Oregon Coast, the Critical Jobs DOL Research Grant project is actively gathering data to understand workforce dynamics, particularly concerning diversity perceptions across different wage ranges within our industry. These insights reveal critical areas that need attention to build inclusive workplaces. The following insights are preliminary findings from our Owner/Operator survey and may not yet reflect the full scope of diversity within organizations. As we continue to gather data, we anticipate further refining our understanding and providing updated insights. Perception vs. Reality: The Wage-Diversity Divide The data gathered thus far reveals significant disparities in how workforce diversity is perceived across various wage levels. Here’s an overview of the initial findings:
These findings suggest that higher wages correlate with a decreased perception of workforce diversity. Identifying the Core Issues
Addressing the Challenges: A Path Forward To bridge the gap in diversity perceptions and create an inclusive workplace, proactive steps should be considered:
Join Us in Fostering Diversity As we continue to gather data through our ongoing research, we look forward to refining our understanding and providing updated insights. Collaboration is key to advancing diversity initiatives in the Hospitality Industry on the Oregon Coast. If you are interested in getting involved or know of ongoing initiatives, please reach out to Rebecca Donley or call/text at 714.483.6542. Together, let's build workplaces where diversity thrives, and everyone feels valued and empowered. Diversity enriches organizational dynamics, driving innovation and success. By embracing diversity, organizations can lead by example in their industries and foster positive change. | Rebecca Donley, Oregon Hospitality Foundation As the 2023-2024 academic year ends, so does the busy season for career fairs. Over the past few months, Oregon Hospitality Foundation (OHF) has been keeping tabs on the many career events that have been happening across Oregon. After kicking off the season with the statewide NW Youth Careers Expo, OHF also represented the hospitality industry at a few more localized events.
Coastal Career Fair: Florence, OR On April 25, the Oregon Hospitality Foundation landed on the Oregon Coast to participate in the Florence Coastal Career Fair. There, we educated community members about the hospitality industry. However, OHF was not the only major player representing hospitality at this event. In addition to tabling alongside a few other hospitality businesses, we had the unique opportunity to sit in a room with these coastal restaurant and hotel operators to discuss their current workforce challenges. Among the topics we discussed was the affordable cost of living for employees, especially given the seasonal nature of the work in this region. Additionally, there was mention of a relatively new struggle to inspire younger generations to work. Many of us remember hospitality being our first introduction to the workforce, whether it be at an after-school or summer job. Anecdotally, the businesses we spoke to mentioned that young people in their communities don't have as much interest in the entry-level opportunities they have to offer. All these challenges are the current focuses of the many projects on the Foundation's docket. If any of these topics strike a chord, please use the contact information at the bottom of this post to get involved. Career Exploration Day and Job Fair: Tillamook, OR At the previous event in Florence, we discussed the importance of inspiring youth to work in hospitality. A key part of addressing this call to action is getting involved in educational settings and student-directed career events. On May 15, OHF attended one of these events hosted by Tillamook Works. Businesses were asked to show students what a job in their field was like to an audience of grades 6-12 students. Among the students who approached the Foundation's booth with questions, many expressed their aspirations to work a summer hospitality job. For future events, this may present an opportunity for hospitality businesses looking to hire to attend a local event alongside OHF. Career Exploration Day: Seven Oak Middle School, Lebanon, OR On May 31, Seven Oak Middle School invited businesses to bring career instruction directly to the classroom. As the Workforce Development Coordinator for ORLA, I got the opportunity to speak to students about my career in hospitality and use it as a tool to advocate for the essential job skills that one can learn by working in this field. Speaking at Seven Oak Middle School is one of my highlights from this career fair season. The students were interested and engaged, and it showed in the dialogues that we shared. Career Highlight Night- PK Park, Eugene, OR Just because the career fair season is ending does not mean that community engagement opportunities are as well. This summer on Sunday, August 18, Lane Workforce Partnership, Collaborative EDO, and Workforce Oregon are partnering with the Eugene Emeralds to host an event that brings career education to the public. At PK Park, just before a baseball game, local employers will gather to increase their visibility and gain valuable connections. Learn more. Want to learn more about how to get involved with our workforce development initiatives? Consider volunteering for guest speaking opportunities and job shadows, participate in job/career fairs, or offer experiential field trips. Contact Ella Sturdevant. ![]() The Oregon Coast hospitality sector is at a pivotal moment. In partnership with the Lane County, Northwest, and Southwest Workforce Boards, we are diligently working on the Department of Labor Critical Jobs grant project. This initiative is designed to align our employment opportunities with the Department of Labor’s (DOL) Good Job Principles and to develop actionable solutions to the challenges faced by our industry. Your participation is crucial to our success. Participate in the Survey: Your Voice Matters To gain a comprehensive understanding of the current employment landscape, we are conducting detailed owner/operator and employee surveys. As of now, we have received 32 responses to the owner/operator survey, and we need at least 60 to meet our target. If you haven't completed the survey yet, please do so here: Owner/Operator Survey. For employees, we have created a similar survey to capture insights across all levels of the workforce. Employers, please share this link with your employees: Employee Survey. Focus Groups Insights We have hosted two focus groups so far—one in Seaside and another in Lincoln City. In Seaside, the intimate discussions provided valuable insights. The Lincoln City session was well-attended, with in-depth conversations highlighting the struggles with affordable housing and the challenges of the lean winter months. These sessions are instrumental in understanding the core issues affecting our workforce. White Paper Development Helps Chart the Path Forward Our team is diligently drafting a white paper, set to be submitted to the Department of Labor March 2025. This document will outline the challenges identified through our research and propose recommendations to support both employers and employees. Our goal is to elevate the entire coastal hospitality sector by sharing best practices and securing an implementation grant to bring these solutions to life. Collaboration Opportunities: Join Forces for Greater Impact We are actively seeking collaborations with organizations addressing key issues such as housing, childcare, employee training, substance abuse, and mental health care. If you know of any initiatives or individuals working in these areas, please introduce them to us. Your connections can significantly bolster our efforts. Supporting Positive Impact Programs Through High School Work Experience In addition to our grant project, we are supporting initiatives like the high school work experience program developed in conjunction with the Oregon Coast Visitors Association. This program provides valuable paid work experience for students, covering wages, PPE, and travel expenses. If you have businesses from Rockaway Beach to Newport and would like to participate, please let us know. Moreover, we are always looking for additional programs that can positively impact our sector. If you have ideas or know of existing initiatives that align with our goals, please reach out. Your Engagement is Essential! The success of the DOL grant project hinges on the active participation and support of our community. We encourage you to complete the surveys, participate in focus groups, and engage with us to explore collaborative opportunities. Together, we can create a thriving hospitality sector on the Oregon Coast. Thank you for your continued support and dedication. | Rebecca Donely, Oregon Coast Hospitality Sector Workforce Strategist Want to learn more about the Critical Jobs Sector Planning Grant or the work Rebecca Donely is embarking on? Contact her via email or at 714.483.6542.
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AuthorsThe Oregon Hospitality Foundation (OHF) team includes Courtney Smith, ProStart Manager, Ella Sturdevant, Workforce Development Coordinator, Rebecca Donley, Hospitality Sector Strategist, and Jason Brandt, President & CEO (ORLA) / Foundation Board Member. Archives
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