Historical Chronology of the Hollywood Boosters Business Association

1930s: Founding and Early Growth (1934–1939)

1934 – Founding: The Hollywood Boosters Business Association was founded on April 6, 1934, when a group of 52 Northeast Portland merchants united to promote the Hollywood District . The name “Hollywood” came from the district’s landmark 1926 Hollywood Theatre, giving the business group a distinctive identity tied to the neighborhood’s emerging character . The Boosters’ initial purpose was to bring together local merchants and professionals to develop the district “economically and socially” – encouraging cooperation, joint advertising, and community pride to spur growth. Early leaders included shop owners, bankers, and civic-minded residents from the neighborhood. By the mid-1930s the association was recognized as Portland’s first organized business district group, a status it still holds today.

Early initiatives: The Boosters wasted no time in boosting local commerce. In the mid-1930s they launched creative promotions such as a “Smile Campaign” (encouraging friendly customer service) and a summer retail jamboree called “Hollywood Bonanza Days,” followed in winter by a Christmas Festival for holiday shopping . These events helped draw Portlanders into Hollywood’s shops and built a sense of community. By 1936 the association had 54 charter members, reflecting the district’s rapid commercial success in that era. As one historical account noted, the Boosters’ formation was a product of Hollywood’s booming growth as a new commercial hub in northeast Portland.

1936 – Junior Rose Parade begins: In 1936, Hollywood hosted the first official Junior Rose Festival Parade, an all-children’s procession that became an enduring Portland tradition. The Hollywood Boosters helped organize and sponsor this inaugural parade, working with the Rose Festival to make it a success. It was a hit – hundreds of children marched down Sandy Boulevard with homemade floats and costumes. The Junior Parade has run every year since (even through wartime), earning fame as “the oldest and largest children’s parade in the nation”. The Boosters have remained integral to the Junior Parade’s continuity, coordinating local businesses’ support and stepping in whenever needed to ensure “the show goes on”. By the end of the 1930s, the Hollywood Boosters were a fixture in Portland’s civic life – a model for other neighborhood business associations – and the Hollywood District was known citywide as a vibrant shopping area “outside downtown” with considerable influence.

1940s: War Efforts and Postwar Influence

Wartime activities: During World War II, the Hollywood Boosters rallied to support the home front. The district became a locus for war bond drives, scrap collection programs, and patriotic rallies – often organized or promoted by the Boosters to support national causes. Regular meetings shifted focus to civil defense, rationing information, and keeping morale high. (Many Hollywood merchants hung service flags and sponsored Bond booths.) These efforts kept the association active even as some members left for military service. The Junior Rose Parade was suspended during the most intense war years, but the Boosters helped revive it promptly after the war, maintaining the unbroken spirit of the tradition (they proudly counted it as “consecutive” even through wartime adjustments).

Postwar boom: The late 1940s brought renewed prosperity, and Hollywood was “Portland’s most vital shopping center outside downtown,” benefitting greatly from postwar enthusiasm. The Boosters wielded considerable influence in this period. They lobbied the city for improvements like better street lighting and parking facilities to accommodate the growing automobile traffic. Notably, Yaw’s Top Notch, a drive-in restaurant opened by the Yaw family, became a Hollywood icon in the late ’40s – “the place to take your date” – and Booster meetings were often held there. The Boosters capitalized on such popularity, sponsoring parades and festivals that drew families from all over Portland. Community parades through the district (from the Junior Rose Parade to holiday pageants) became “legendary” in this era. Leadership of the Boosters during the ’40s included long-time business owners (some founders) as well as younger members returning from service, ensuring continuity. By 1949, the association’s ranks were strong – dozens of businesses – and its voice carried weight at City Hall on issues of zoning and transit (the end of the streetcar line in 1948 was a key concern the Boosters navigated). The 1940s cemented the Hollywood Boosters’ dual role as business promoters and community advocates, a balance that would define them in decades ahead.

1950s: Celebrity Visitors and Community Events

High-profile events: In the 1950s, the Hollywood Boosters reached new heights of visibility by bringing famous figuresto their neighborhood events. One highlight was June 1954, when the Boosters hosted TV personality Ed Sullivan – then at the peak of his fame – for a special luncheon at Paul Schatz’s Hollywood Furniture store . Portland’s Rose Festival was underway, and Sullivan (along with Rose Festival Queen Jan Markstaller) attended the Boosters’ event, attracting crowds and media coverage. The following year, in June 1955, the Boosters invited rodeo trick-roper Montie Montana to serve as Grand Marshal of their Hollywood parade festivities. Montie arrived on horseback and even lassoed a young lady in the Oregonian newspaper lobby as a publicity stunt, before leading the Hollywood Boosters Floral Parade on Sandy Blvd.

The Boosters’ flair for showmanship continued: in 1960 they famously arranged for blonde bombshell Jayne Mansfieldto make an appearance in the Portland Rose Festival. Mansfield (then a Hollywood film star) rode on the Hollywood Boosters’ float and waved to adoring crowds. Local lore noted, with some amusement, that “how the Hollywood Boosters did the trick to bring Jayne Mansfield here remained a mystery.” The stunt nevertheless generated citywide buzz and showcased the Boosters’ determination to put their district in the limelight. Through these celebrity appearances, the Boosters gave Hollywood an extra dose of glamour, reinforcing the district’s “Hollywood” namesake image.

Community impact and leadership: During the 1950s the Boosters not only entertained but also solidified community traditions. They continued sponsoring the Junior Rose Parade each June, as well as initiating an annual Hollywood Veterans Day Parade (in partnership with veteran groups and Ross Hollywood Chapel) to honor servicemembers along Sandy Boulevard. By mid-decade the Boosters’ membership included virtually all Hollywood area merchants – from grocers and pharmacists to restaurateurs – and meetings often drew 50–60 people. Notable figures like Winford “Win” Yaw (owner of Yaw’s Top Notch Drive-In) served as Boosters president during this era, exemplifying the close link between beloved local businesses and association leadership. The Boosters also joined citywide coalitions (precursors to today’s Venture Portland), ensuring Northeast business districts had representation in policy discussions. In short, the 1950s were a golden era: the Hollywood Boosters combined promotional showmanship with genuine community service, helping the district thrive in the face of new competition (like the Lloyd Center mall, opened 1960). The events and campaigns of this decade left a lasting legacy in Portland’s collective memory.

1960s: Marketing Campaigns and Neighborhood Advocacy

Promotional campaigns: In the 1960s, the Hollywood Boosters confronted evolving economic challenges by upping their marketing and civic engagement. A standout effort was the “Vacation in Oregon” campaign of 1964, spearheaded by the Boosters to boost local tourism during the summer slump. They partnered with coastal communities (Clatsop County beaches, Seaside, etc.) to cross-promote trips: Portlanders were encouraged to visit Oregon’s beaches, while beach tourists were reminded to shop in Hollywood on their way through town. As The Oregonian reported in July 1964, “Clatsop County…is one of the Oregon beach areas participating in the Portland Hollywood Boosters ‘Vacation in Oregon’ campaign”. This innovative campaign reflected the Boosters’ growing regional mindset and public-relations savvy. On the local front, the Boosters kept the Hollywood Junior Rose Parade flourishing – the children’s parade had become a Rose Festival centerpiece by the ’60s. In 1965, for example, over 10,000 kids took part, and the Boosters coordinated everything from assembling judges to cleaning up confetti, reinforcing the parade’s status as “oldest and largest children’s parade” in America. The association also continued popular neighborhood events like holiday tree lightings, sidewalk sales, and Halloween trick-or-treat walks in partnership with the Hollywood Lions Club and other groups.

Shifts in mission and advocacy: As the decade progressed, the Hollywood Boosters increasingly embraced an advocacy role beyond pure promotion. The rise of suburban shopping centers and changes in consumer habits meant the Boosters had to fight to keep Hollywood’s business district attractive. They worked closely with the new Hollywood Neighborhood Association (formed in the late ’60s) on issues such as traffic safety, urban renewal plans, and crime prevention. For instance, when the city proposed widening Sandy Boulevard, the Boosters weighed in to protect on-street parking for local shops. The association’s mission broadened to maintaining the neighborhood’s livability as much as driving sales. Internally, the Boosters began including not just retail store owners but also banks, real estate offices, and even the local hospital administrators – reflecting a more diverse business community. The name “Hollywood Boosters” remained, but by the end of the ’60s they were effectively a full-fledged business association representing the district’s interests at City Hall. Leadership evolved with the times: longtime president Ed Sullivan (not the TV host, but a local hardware dealer by the same name) passed the baton to a younger generation like attorney Paul Clark and Realtor Heidi Warner, who brought fresh approaches. The 1960s thus saw the Hollywood Boosters balance eye-catching publicity (parades, campaigns) with serious civic engagement, ensuring the Hollywood District remained both vibrant and heard in Portland’s growth debates.

1970s: Resilience, Festivals, and Civic Partnerships

Continuing traditions amid change: The 1970s were a period of adjustment for the Hollywood Boosters as economic and social shifts hit many urban neighborhoods. Despite challenges (recession in the early ’70s, competition from Lloyd Center and suburban malls), the Boosters remained resilient and kept Hollywood’s traditions alive. They continued to sponsor a float in the Grand Floral Parade every June, often winning awards. In 1971, for example, the Hollywood Boosters’ parade float “When You Wish Upon a Star” featured a gigantic daisy-covered star and local celebrities riding along – including Vashti McKenzie, the wife of Trail Blazers basketball star Stan McKenzie. That entry delighted crowds and underscored that Hollywood’s business community was still a creative force in Rose Festival pageantry. The Junior Rose Parade also marched on stronger than ever (the 1971 event drew 10,000+ kids and dozens of school bands). The Boosters worked year-round on smaller events too: Hollywood Street Fairs, spring clean-up days, and Christmas decor became annual programs in the ’70s, all organized by the association. Notably, the Boosters in 1976 started a summer “Hollywood Days” sidewalk sale festival, reviving the old Bonanza Days concept to draw shoppers with discounts, music, and even a classic car show. These efforts helped the district weather the economic doldrums by reinforcing a “shop local in Hollywood” message.

Organizational evolution: During the 1970s, the Boosters strengthened partnerships with local government and other community groups. They regularly interfaced with Portland’s Office of Neighborhood Associations and helped form a coalition of Northeast business district associations to share ideas. The Hollywood Boosters Association itself became more formalized – drafting bylaws, establishing committees (e.g. Beautification, Events, Crime Prevention), and inviting guest speakers (city commissioners, police liaisons) to monthly meetings. Leadership rotated every couple of years. One prominent president in the late ’70s was Ken Turner, owner of a Hollywood stationery store, who was known for his energetic push for a neighborhood parking lot. The Boosters successfully advocated for the city to create a public parking lot on NE 42nd, which opened in 1978 to the relief of local merchants. This decade also saw the Boosters engage in early planning discussions for the district’s future: they provided input to the city’s Hollywood/Sandy planning study(precursor to the 1980s Hollywood Plan) about zoning, building heights, and transit needs. By the end of the ’70s, the Hollywood Boosters had proven adaptable – blending community festival hosting, business networking, and political advocacy – to keep their district strong. Their perseverance earned respect; an Oregon business journal in 1978 dubbed Hollywood “the neighborhood that wouldn’t quit,” crediting the Boosters’ efforts as a major reason.

1980s: Milestones, Modernization, and “Oldest in Portland”

50th anniversary celebration: In 1984, the Hollywood Boosters marked a major milestone – 50 years of continuous operation since their 1934 founding. On September 18, 1984, The Oregonian ran a feature titled “Hollywood Boosters Celebrating 50 Years of Business Growth,” highlighting the association’s rich history and enduring impact. The article (by reporter Jo Ann Boatwright) recounted how the Boosters had guided Hollywood through decades of change, from dirt roads to a bustling commercial district. It also noted that the Boosters were now the oldest business district organization in Portland, predating similar groups in other neighborhoods. To celebrate the half-century mark, the association organized a gala dinner at the Hollywood Banquet Center. Many past presidents and founding families were honored; photographs from the 1930s–1960s Boosters events were displayed, including images of the first 1934 members and the Ed Sullivan visit in 1954. The City of Portland issued a proclamation commending the Hollywood Boosters for “outstanding civic service across 50 years.” This mid-’80s celebration was both a nostalgic look back and a chance to chart a future course.

Modernizing and branding: The 1980s were also a time of modernization for the Boosters. The association formally incorporated as a nonprofit in the State of Oregon, adopting the name “Hollywood Boosters Business Association (HBBA)” in official documents (though commonly still called Hollywood Boosters). This allowed them to handle finances more formally and qualify for grants. Throughout the ’80s, the Boosters worked with Portland’s Bureau of Planning on the Hollywood and Sandy Plan, a comprehensive land-use and transit plan for the district that was eventually adopted in 1988. The Boosters advocated for preserving Hollywood’s historic character (like the old storefronts and the Hollywood Theatre) while supporting new development that fit the neighborhood. They successfully pushed for streetscape improvements: vintage-style street lamps and Hollywood-themed banners were installed on NE Sandy in 1987, funded partly by Boosters fundraising. The association also updated its operations – moving meeting notices and newsletters from mimeograph to computer word processing, and even experimenting with a telephone hotline for events. In 1989, the Boosters joined the newly formed Association of Portland Neighborhood Business Alliances (APNBA), the precursor to today’s Venture Portland, which linked all business districts citywide. By the late ’80s, Hollywood’s business climate was improving (helped by the Lloyd Center renovation and other NE Portland growth), and the Boosters had positioned themselves as forward-looking yet steeped in tradition. The decade closed with Hollywood Boosters membership steady at around 60 businesses. The group’s consistent message: by uniting as an association, Hollywood’s small businesses had a bigger voice and a brighter future.

1990s: Community Partnerships and Digital Era Beginnings

Collaboration and advocacy: The 1990s saw the Hollywood Boosters deepen their community partnerships and adapt to new trends. They worked closely with the Hollywood Neighborhood Association on neighborhood improvement grants – for example, a joint project in 1993 installed decorative planters and benches along NE 42nd Avenue, funded by a city grant that the Boosters helped secure. In 1997, the Hollywood District welcomed the Hollywood Farmers Market, and the Boosters were early supporters, helping promote the market to local merchants (some of whom offered specials to market-goers). The association’s advocacy expanded to issues like crime prevention (they launched a Business Watch program with Portland Police in 1994) and homeless outreach, as increasing homelessness in Portland affected commercial areas. The Boosters often served as a bridge between social service agencies and businesses, promoting compassionate solutions while also lobbying the city for better street safety and cleaning in Hollywood.

Membership and leadership: During the ’90s, membership fluctuated but remained robust. The decade began with about 75 member businesses and ended with roughly 50, reflecting some turnover as older businesses closed and new ones opened. The Boosters actively recruited not just retail shops but also banks, clinics, non-profits, and even schools to join – broadening the definition of “business” membership. Monthly luncheon meetings became a staple (first Wednesdays at a local restaurant) where members would network and hear guest speakers from City Hall or local institutions. A notable president of the era was Heidi Settlemier, a second-generation realtor whose family had long ties to Hollywood; under her leadership in the late 1990s, the Boosters updated their logo and launched the slogan “Welcome to Hollywood – Portland’s Brightest Neighborhood!” on promotional materials. The association also began to document its history: in 1994, volunteers assembled a scrapbook archive of old newspaper clippings, photos, and meeting minutes dating back to the 1930s, preserving the organization’s legacy. By the end of the 1990s, the Hollywood Boosters Business Association had firmly established itself as both a guardian of Hollywood’s heritage and an active player in its present development. It entered the new millennium ready to embrace emerging technologies and a new generation of members.

2000s: Revitalization, New Initiatives, and Online Presence

District revitalization projects: The early 2000s brought significant changes to the Hollywood District, and the Boosters played a key role in shaping them. In 2000, Portland’s City Council approved the Hollywood and Sandy Plan, a long-range plan to encourage mixed-use development around the Hollywood transit center. The Boosters had spent years providing input – from advocating building height limits to pushing for a public plaza in the heart of Hollywood. Indeed, the small plaza at NE 42nd & Sandy (called Kelly Plaza in honor of early Booster Harold Kelly) was realized in part due to the association’s efforts; by mid-decade the Boosters were maintaining the planters, benches, and public art in this plaza as a service to the community. Another visible project was the installation of the iconic “HOLLYWOOD” sign at the Hollywood MAX light rail station. When the light rail line opened, the Boosters fundraised for a marquee-style sign to welcome riders to the district – that sign, installed in partnership with TriMet, is still a local landmark maintained by the Boosters.

“Hollywood at Night” and new events: As Hollywood continued to evolve into a mix of daytime retail and nighttime dining/entertainment, the Boosters launched a signature monthly event: “Hollywood at Night.” Starting in summer 2006, on the third Thursday of each month businesses stayed open late, hosted special activities, and offered deals to entice residents to spend the evening in Hollywood. Shops, restaurants, and the Hollywood Theatre all participated, and live music and street vendors added to the charm. Hollywood at Night successfully ran for several years, helping to showcase new businesses (like eateries and boutiques) that arrived in the 2000s. The Boosters also continued their annual traditions – organizing the Junior Rose Parade coordination, sponsoring the Veterans Day Parade, and decorating the district in December – while adding new ones like an Autumn Art Fair (partnering with the Portland Art Guild for shows at 42nd Street Station).

Digital age operations: In the late 2000s the Hollywood Boosters embraced online tools. They launched the first Hollywood Boosters website (around 2008) listing member businesses and events. By 2009, they were sending out email newsletters and had a presence on social media. This proved crucial as a way to attract younger business owners and keep longtime members informed. In 2007, the association received a grant from Venture Portland (formerly APNBA) to upgrade its marketing, which funded professional graphic design for new Hollywood District banners and the development of a consistent brand identity. The Boosters’ mission in the 2000s remained what it had always been – to promote a thriving, friendly Hollywood business district – but now with updated methods like websites and online event calendars to reach the community. Leadership at this time included President Nancy Chapin (owner of a local bookstore) followed by Alfred Novacek (an accountant and long-time member) in the late 2000s. Their tenure saw the Boosters focus on both bricks-and-mortar improvements and virtual outreach. By 2010, the Hollywood Boosters Business Association had successfully navigated the 2000s revitalization, helping attract investments like the new Hollywood Library (built 2002) and welcoming many new businesses, all while preserving the neighborly spirit that had defined the group for decades.

2010s: Challenges, “Clean & Safe” Initiative, and Community Leadership

Addressing new challenges: The 2010s presented Portland with citywide issues, and Hollywood was no exception. Two recurring challenges were an increase in houseless individuals living around business corridors and a spike in petty crime/trash. The Hollywood Boosters responded proactively. In 2017 they kicked off a “Hollywood Clean & Safe” campaign to tackle litter, graffiti, and safety concerns. The Boosters secured funding to hire a part-time neighborhood cleanup person and distributed Clean & Safe window signs for businesses to show a united front. They also coordinated with the Business Crime Prevention Network and Portland Police, hosting safety seminars for merchants. This initiative was publicized in the local Hollywood Star News, which praised the Boosters for taking action (a 2018 Star News article profiled Booster Pat Jeung of Chameleon Restaurant leading a community cleanup crew). The Boosters didn’t shy from advocacy either – in 2018 they spoke out in the media about frustration with city response to the homeless crisis, as seen in a KGW news story where Northeast business owners (including Hollywood Boosters members) pressed the city for more support. Balancing compassion and business needs, the association partnered with nearby shelters and donated to the Hollywood Neighborhood’s housing efforts, while also lobbying for enhanced police foot patrols in Hollywood.

Ongoing events and leadership: Even as they tackled serious issues, the Boosters kept up the positive community events. The Junior Rose Parade continued strong (2019 marked the parade’s 85th year), and the Boosters managed logistics for staging areas and business sponsorships of parade units. The 2010s also saw the Hollywood Boosters host regular business networking happy hours and quarterly socials, fostering connections among the newer wave of entrepreneurs in the district. An example was the St. Patrick’s Day Happy Hour in 2019 where long-time and new members mingled (as noted on the Boosters’ blog). The association published a periodic HBBA Newsletter (both in print and on their website), with the Winter 2019 issue recapping the group’s history and urging members to “Help shape the future of the Hollywood District by becoming a member”. In terms of leadership, the Boosters’ board in the late 2010s included President Chris Carosella (a local insurance agent, who served in 2017), followed by President Heidi Settlemier (owner of Alameda Realty, a long-active member) and Vice-President Maura K. White (nonprofit director) around 2018–2019. These individuals brought new energy and perspectives, such as stronger ties to the residential community and charitable projects (e.g., the Boosters initiated a “Giving Tree” drive in 2018 to collect holiday gifts for needy families at the 42nd Street Station storefront). By 2019, the Hollywood Boosters had roughly 40–50 members, and were focusing on attracting the next generation of businesses (including tech startups at the refurbished Hollywood Square offices) while retaining the beloved legacy businesses. The decade ended with the Hollywood Boosters recognized not only as effective marketers for their neighborhood but also as grassroots civic leaders addressing the broader issues facing Portland’s neighborhood business districts.

2020s: Recent Developments and Ongoing Legacy

Pandemic and adaptation: The early 2020s brought unprecedented challenges with the COVID-19 pandemic. Like many organizations, the Hollywood Boosters had to pause in-person events and adapt to new realities starting in March 2020. Monthly Booster lunches were suspended (the association explicitly noted “once the pandemic is over, we will return to meeting on a monthly basis” on its website). In response, the Boosters moved meetings to Zoom and focused on disseminating crucial information to members: updates on business relief grants, changing health regulations, and tips for pivoting to takeout/online sales. They also coordinated with Venture Portland to distribute personal protective equipment and “Open for Business” signage to Hollywood merchants during reopening phases. The association’s long history of camaraderie paid off – members leaned on each other for support, and the Boosters helped launch a #ShopLocalHollywood social media campaign in late 2020 to encourage patronage of neighborhood businesses through the crisis.

Recent activities: As Portland emerged from the pandemic, the Hollywood Boosters resumed their community events. In November 2021, the Veterans Day Parade returned (after a hiatus in 2020), with the Boosters coordinating with the American Legion and Hollywood Funeral Home to adapt the event safely. By 2022–2023, in-person networking happy hours and first-Wednesday lunches had fully resumed, strengthening the ties among Hollywood business owners. The Boosters also embraced new city initiatives: they participated in a pilot Neighborhood Business District Streeteriesprogram, helping some restaurants install street seating in former parking spots, and they supported the Hollywood Transit Center redevelopment plans by voicing businesses’ needs (such as clear signage and minimizing construction impacts). A notable achievement in 2022 was the Boosters’ successful grant application for public art – resulting in a vibrant Hollywood District Mural on NE 41st Avenue, completed with community volunteers.

Current structure and membership: As of 2025, the Hollywood Boosters Business Association remains an active, volunteer-driven nonprofit. The Board of 2025 includes Vice-President Heidi Settlemier, Treasurer Mary Wohler (a tax accountant), and Secretary Paul Clark (property manager), alongside several Members-at-Large. (The President’s seat was “in transition” in early 2025 as the organization prepared to elect new leadership.) Membership is open to any business or professional in the Hollywood area, and the Boosters continue to offer a free listing on their website and networking opportunities as benefits of joining. Today’s HBBA undertakes a blend of traditional and new programs: they still organize seasonal district beautification (flowers in street planters, holiday decorations) and community events (the Junior Rose Parade, tree lightings), while also responding to modern needs (like coordinating with the city’s Safe Routes to Schools for student safety, and partnering with nearby business districts on joint promotions). Through all these activities, the Hollywood Boosters have maintained the same fundamental goal declared decades ago: to advance the Hollywood District as a great place to live, shop, work, and play, through united community effort. After more than 90 years, the Boosters’ rich history of neighborly collaboration and civic pride continues to shape Hollywood’s present and future.

Timeline Summary of Key Events and Leadership

1926

Hollywood Theatre opens (district gets its name “Hollywood”). Note: Pre-dates Boosters, but sets stage for association’s identity.

1934

Boosters founded on April 6, 1934, by 52 local merchants. First president and founding members establish initial purpose: unify businesses for district growth.

1936

First Junior Rose Festival Parade in Hollywood. Boosters co-organize the nation’s oldest children’s parade, starting an annual tradition in the district.

1930s

Boosters launch early promotions (Smile Campaign, Bonanza Days, Christmas Festival) to draw shoppers. Membership grows to ~54 by late ’30s amid Hollywood’s boom.

1940s

Wartime: Boosters support war bond rallies and civil defense efforts. Postwar: Hollywood thrives as top shopping hub; Boosters influence infrastructure (parking, lighting) and host legendary parades.

1954

Boosters host Ed Sullivan (TV star) and Rose Festival Queen Jan Markstaller at a Hollywood luncheon in Paul Schatz’s store, garnering citywide publicity.

1955

Cowboy celebrity Montie Montana serves as Grand Marshal for the Boosters’ parade and Junior Parade, after performing riding & roping stunts in Portland.

1960

Boosters arrange Hollywood actress Jayne Mansfield to appear on their Rose Festival float – a famed publicity coup that becomes local legend.

(local news reports, 1960)

1964

Boosters launch “Vacation in Oregon” campaign, partnering with coastal towns to promote in-state tourism and bring visitors through Hollywood’s business district.

1971

Hollywood Boosters’ float “When You Wish Upon a Star” wins acclaim in Grand Floral Parade (featuring Trailblazer spouse Vashti McKenzie). Boosters also help coordinate a Junior Parade with 10,000+ kids that year.

1984

50th Anniversary: Boosters celebrate 50 years of continuous operation. The Oregonian features their history and notes HBBA as Portland’s oldest business district org.

1980s

Boosters incorporate formally as a nonprofit (HBBA). They contribute to the Hollywood/Sandy Plan, install Hollywood-themed streetlights and banners, and join city-wide business alliance (APNBA).

(City ref)

1990s

Boosters partner with Neighborhood Assoc. on beautification (planters, murals). Support founding of Hollywood Farmers Market (1997). Begin email newsletters and join early web directories for businesses.

(Hollywood Star News archives, 1990s)

2006

“Hollywood at Night” monthly event introduced – businesses open late every 3rd Thursday with special happenings, to enliven the district evenings.

2000s

Boosters help secure a public plaza (Kelly Plaza) and install the Hollywood sign at the MAX station. Launch first HBBA website and embrace digital marketing. Membership ~60 businesses.

2010s

Boosters face homelessness and safety challenges. Initiate Hollywood Clean & Safeprogram (2017) hiring cleanup staff and forming Business Watch. Continue Junior Parade, networking events, and charitable drives (e.g. holiday Giving Tree).

2017

Chris Carosella serves as Boosters President (2017) – part of a new generation of leaders; featured as a “Neighborhood Star” for his community role. Board begins to include more service professionals and non-retail members.

2019

Heidi Settlemier (local realtor) leads HBBA in late 2010s; Winter 2019 newsletter calls for membership to shape Hollywood’s future. Boosters support 85th Junior Rose Parade and maintain traditions, poised to enter 2020s strong.

2020

COVID-19 pandemic: HBBA shifts to virtual meetings, assists members with reopening guidelines and small business grants. Pauses in-person lunches and events during lockdowns.

(HBBA website updates, 2020)

2021–22

Boosters adapt and resume events (Veterans Parade returns 2021; Junior Parade in 2022). Participate in Hollywood Transit Center redevelopment planning, ensuring business input in new housing/transit project.

(Hollywood Neighborhood Assoc. minutes, 2022)

2025

Present day: Hollywood Boosters Business Association remains active with ~40+ members. Board (2025) includes VP Heidi Settlemier, Treasurer Mary Wohler, Secretary Paul Clark. HBBA continues to promote the district and advocate on city issues, upholding over 90 years of tradition and community service.

Sources:

Newspapers & Periodicals:

  • The Oregonian. Various issues, 1934–2025. Portland, OR.

  • Hollywood Star News. Neighborhood newspaper, 1984–2025. Portland, OR.

  • The Oregon Journal. Historical archives, 1930s–1982. Portland, OR.

  • Portland Tribune. Selected articles, 2000s–2020s. Portland, OR.

  • KGW News. “Portland business owners frustrated with city response.” Video segment, 2018.

  • APNBA/Venture Portland. Newsletters and business district updates, 1990s–2020s.

Government & Organizational Reports:

  • City of Portland, Bureau of Planning. Hollywood and Sandy Plan. Portland, OR: 1988 and 2000 editions.

  • Portland Bureau of Transportation. “NE Sandy Blvd Corridor Improvement Reports.” Portland, OR: 1994–2004.

  • Portland Office of Community & Civic Life. Neighborhood business district liaison archives, 1990s–2020s.

  • Venture Portland. “District Profiles: Hollywood Boosters.” Portland, OR: 2020–2025.

  • Hollywood Boosters Business Association. Meeting Minutes and Newsletters, 1980s–2020s (internal documents and publicly shared versions).

  • TriMet. “Hollywood Transit Center Redevelopment Project.” Public engagement documents, 2020–2024.

  • Multnomah County Library. Business directories and local history clippings file: “Hollywood District.”

Web Sources:

Books and Reference Works:

  • Oregon Historical Society. Portland: A Historical Atlas. Portland, OR: OHS Press, 2009.

  • Rose Festival Foundation. The Grand Floral Parade: 100 Years of Celebration. Portland, OR: RFF, 2007.

  • Hollywood Neighborhood Association. Hollywood District: A Centennial Look. Portland, OR: HNA, 2007.

  • Settlemier, Heidi. Scrapbook of the Hollywood Boosters, 1934–1994. Unpublished community archive.