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What's Happening Salem
By Jacob EspinozaNews
What's Happening Salem episodes
- Building a Wine Business Without Millions
Welcome to this week's episode of What's Happening Salem!
Ever wondered what it takes to break into the wine industry without millions of dollars? Host Jacob Espinoza sits down with Sam Parra from Parra Wine Co., a trailblazing Latino winemaker who's proving you can build a successful wine business from the ground up in the Willamette Valley.
From his grandfather's journey through the Bracero program to becoming one of the few Hispanic wine entrepreneurs in Oregon, Sam's story is one of grit, heritage, and hustle. But this isn't just a feel-good success story – it's a raw look at the realities facing the wine industry today.
What you'll discover:
The shocking truth about starting a winery: "If you want to make a million dollars, start with five million"
Why vineyards are literally giving away grapes for free right now
How Sam built his business processing just 3 tons of grapes (spoiler: he's now up to 16 tons!)
The demographic crisis hitting wineries: older customers have cellars full of wine, younger ones are embracing sobriety
Why Salem's Hispanic business community is exploding with entrepreneurial energy
The inside scoop on Salem's transformation from cherry orchards to world-class wine country
Plus, you'll hear about:
Sam's unique wine creations, including a hibiscus-infused Tempranillo inspired by agua fresca
The pop-up strategy that's revolutionizing how small wineries reach customers
Why Hispanic Heritage Month sometimes misses the mark (and how to do it better)
Salem's incredible food scene and why Lancaster Road is seriously underrated
This episode pulls back the curtain on both the wine industry's challenges and Salem's bright future. Whether you're a wine lover, aspiring entrepreneur, or just curious about what makes our community tick, this conversation delivers insights you won't find anywhere else.
Timestamps:
00:01 - Meet the winemaker breaking barriers in Oregon wine country
01:33 - From the Bracero program to Napa Valley: A family's American story
06:09 - The Willamette Valley's Pinot Noir obsession explained
07:46 - The brutal economics of winemaking (and how to survive them)
20:29 - Industry crisis: Why grapes are going to waste
25:03 - Beyond stereotypes: Hispanic entrepreneurship in action
35:00 - Salem's evolution and why downtown is buzzing again
46:42 - Where to find Sam's wines (hint: he comes to you!)
46 min - What is it Like to Own a Restaurant in Salem?
Welcome to this week's episode of What's Happening Salem!
Jacob Espinoza sits down with two industry veterans to explore the reality of owning a restaurant in Salem, Oregon, in 2025. Joined by Cecilia Ritter, restaurateur and owner of Wild Pear with 25 years in the industry, and Jason Brandt, President and CEO of the Oregon Restaurant and Lodging Association, this conversation pulls back the curtain on what it really takes to survive and thrive in Salem's food scene.
In this candid discussion, they cover:
The harsh financial realities: operating on 3-5% margins while food costs surge
Why do full-service restaurants face unique challenges with 40% labor costs
The misconception that busy restaurants equal wealthy owners
How outdoor dining structures and takeout models evolved post-pandemic
Why limited-service models are becoming essential for new operators
The three-legged stool of restaurant success: food costs, wages, and operational expenses
Salem's dining scene evolution and future trends, like "snacking" and AI integration
The real impact restaurants have as community builders and gathering spaces
Timestamps:
00:01 - Introduction to Salem's restaurant reality
02:09 - Rising costs and wage challenges in 2025
04:34 - Managing customer expectations amid price increases
05:53 - Wild Pear's 25-year journey and multiple restaurant ventures
08:08 - ORLA's perspective on industry-wide challenges
12:34 - The "three-legged stool" of restaurant operations
17:30 - Salem's downtown restaurant density and competition
21:28 - Business model challenges: full-service vs. limited-service
25:55 - Why restaurants aren't a Salem-specific problem
29:44 - Emerging trends: snacking, AI, and changing consumer habits
32:47 - The strategic value of limited operating hours
39:02 - Salem's food scene evolution over 20 years
44:12 - Post-pandemic adaptations: takeout and outdoor dining
48:03 - Misconceptions about restaurant profitability
52:17 - The personal toll of restaurant ownership and burnout
57:02 - Why restaurateurs do it: building community over profit
This episode offers an unvarnished look at the restaurant industry's challenges while celebrating the passion and community spirit that keep Salem's food scene alive.
1 hr - Why Nat Borchers is Investing in Salem
Welcome to this week's episode of What's Happening Salem!
Two-time MLS Cup champion Nat Borchers is betting BIG on Salem - and he's putting his money where his mouth is. From the 45th Parallel to downtown's JCPenney building, this soccer legend turned real estate mogul is transforming Salem one property at a time.
In this powerhouse conversation, discover:
Why a champion athlete chose Salem over anywhere else in the world
The massive JCPenney vision: rooftop bars, basement night markets, and family entertainment hubs
How Salem's "boring" reputation is completely wrong (and provable)
The downtown revitalization that's creating Salem's new heartbeat
Why tight-knit communities win over big cities every time
Timestamps:
00:23 – Nat’s optimism & community focus
03:15 – Growing up in Pueblo & Salem parallels
05:38 – From the Timbers trade to real estate
11:05 – Launching 45th Parallel
18:56 – Reviving the JCPenney building
24:39 – Rooftops, night markets & new energy downtown
34:44 – Busting Salem misconceptions
38 min - Helping Salem Train for Their First Iron Man
Welcome to this week's episode of What's Happening Salem!
Jacob Espinoza sits down with three local experts to dive deep into training for Salem's Ironman 70.3 triathlon. Joining the conversation are John Moore from the Physical Therapy Project, Moses Keener and Scott Cycle, and Conrad Venti, who completed his first half Ironman this year.
In this comprehensive discussion, they cover:
Getting started: From initial inspiration to race day commitment
Essential equipment recommendations for swimming, cycling, and running on a budget
Common training misconceptions and injury prevention strategies
The powerful community aspect of triathlon training in Salem
Nutrition strategies for endurance events
A complete breakdown of Salem's Ironman 70.3 course
Personal stories of transformation and why people choose to take on this challenge
Key Takeaways:
Start with basic gear - You can begin with a $200-1,500 bike, running shoes, and goggles. Many borrow equipment or buy used.
Expect 7-12 hours of weekly training - Build gradually and start base fitness months before outdoor training begins.
Prevent injuries early - Get movement screening and build core/glute strength before ramping up training volume.
Master race nutrition - Practice consuming 100g of carbs and 1000mg of sodium per hour. Test everything during training, never on race day.
Join the community - Salem's triathlon group actively mentors newcomers. The training relationships often matter more than the actual completion.
Salem's course favors beginners - River current helps swimmers, and roads are close to traffic for cycling. Race sells out by October/November for the following July.
Timestamps:
00:00 - Introduction and race day experience
04:56 - Essentia equipment for beginners
16:44 - Injury prevention and strength training basics
24:27 - Training reflections and lessons learned
33:36 - Personal motivations and the "why" behind the challenge
42:18 - Nutrition strategies and fueling during the race
50:00 - Salem's Ironman 70.3 course breakdown
56:14 - Race day improvements and future goals
56 min - Can We Still Grow Here? A podcast episode about farming in Oregon.
Welcome to this week's episode of What's Happening Salem!
In this episode, Jacob Espinoza sits down with Brian Zielinski from Scenic Valley Farms and Marion County Commissioner Danielle Bethell for an in-depth discussion about the recent DLCD (Department of Land Conservation and Development) farm stands rulemaking proposal that sparked statewide controversy among Oregon farmers.
You'll learn about:
What the DLCD farm stands rulemaking actually proposed and why it caused such an uproar
The real challenges facing Oregon farmers today - from rising costs to decreasing revenues
How Marion County, as Oregon's #1 agricultural producing county, handles farm regulations
Why this issue united farmers across political lines in opposition
The difference between protecting farmland and making farming impossible to sustain
How agritourism (like pumpkin patches and hayrides) helps keep family farms viable
The barriers to entry for new farmers and why we're losing farms at an alarming rate
What it really costs to start farming today (spoiler: it's millions of dollars)
Why county-level regulation might make more sense than state-wide rules
Key Takeaways:
Over 2,000 farms and half a million acres have been lost in Oregon in the past decade
Starting a 100-acre farm today could cost $5-6 million just for land and basic equipment
Marion County farmland costs approximately $20,000 per acre
Agriculture stress has become so severe that Oregon now has a dedicated suicide prevention hotline for farmers
Timestamps:
10:37 - What it's really like growing up on a farm and the farming lifestyle
14:25 - How Scenic Valley Farms has evolved over 50+ years
17:43 - Current challenges facing Oregon farmers
22:47 - What the DLCD farm stands proposal actually said
27:24 - Why farmers couldn't sell neighbors' produce under the new rules
33:19 - The role of agritourism in keeping farms financially viable
39:22 - Why this became a non-partisan issue uniting all farmers
46:43 - The true cost of starting a farm today
53:52 - Why county-level regulation makes more sense than state-wide rules
54 min - What Happened With Avelo and the Salem Airport?
Welcome to this week's episode of What's Happening Salem!
In this episode, Jacob Espinoza and Eleanor Ryan are joined by Brent DeHart from Fly Salem for an in-depth conversation about the past, present, and future of commercial aviation at Salem-Willamette Valley Airport. This discussion comes on the heels of Avelo Airlines' announcement that they're discontinuing service to Salem as part of their broader West Coast exit strategy.
You'll learn about:
The real story behind Avelo's departure from Salem and why it had nothing to do with local performance
How Salem's air service recruitment actually works and where the funding comes from (spoiler: it's not city taxpayer money)
The impressive economic impact data - $33-35 million in additional local spending from just two years of limited service
Why Salem's catchment area of 680,000 people makes it one of the largest underserved markets in the West
The protest controversy and how deportation flights factored (or didn't factor) into Avelo's decision
What it will take to attract the next airline to Salem and the $1-1.5 million recruitment package needed
The infrastructure improvements that are now in place, making Salem ready for immediate airline service
1 hr 13 min - Maeghan Egli on Balancing Pro Bodybuilding and a Career in Real Estate
Welcome to this week's episode of What's Happening Salem!
In this episode, Jacob Espinoza and Eleanore Ryan are joined by Maeghan Egli, a professional IFBB bodybuilder and Sales Director at Ticor Title, for a fun and insightful conversation about the discipline of professional bodybuilding, the power of mindset, and how a calling can find you in unexpected ways.
You'll learn about:
Maeghan’s journey to becoming a professional bodybuilder and the mindset that fuels her success both on and off the stage.
How the discipline from fitness spills over into career success, relationships, and personal growth.
Practical tips for eating healthy in Salem, even during a competitive season (including the famous "purse chicken").
The difference between earned confidence and unearned ego, and why it matters in achieving your goals.
And much more!
Timestamps:
09:40 - The world of pro bodybuilding
22:27 - How a calling to bodybuilding finds you unexpectedly
26:54 - Psychophysiology and the power of the mind-body connection
33:22 - What makes a great bodybuilding gym in Salem
40:13 - A look at Salem's current real estate market
44:15 - Tips for eating healthy at local Salem restaurants
48:29 - Confidence vs. ego: Earning your success through daily habits
1 hr 6 min - Tiffany Bulgin on Isaac's Room and Salem's Youth Development
Welcome to this week's episode of What's Happening Salem!
In this first live episode, Jacob Espinoza and Eleanor Ryan sit down with Tiffany Bulgin from Isaac's Room and the IKE Box to discuss:
The inspiring story behind Isaac's Room.
The power of community support during life's most challenging moments.
Downtown Salem's revitalization with new local ownership and exciting developments.
And much more!
Timestamps:
00:23 - Live recording introduction
05:05 - How technology changed live music culture
09:01 - The mission behind Isaac's Room
16:42 - The launch and lead philosophy
21:04 - Processing grief and finding purpose through tragedy
24:58 - Salem's supportive community during difficult times
28:47 - Downtown Salem's exciting revitalization and new local investment
43:49 - Personal stories of loss, sobriety, and finding focus
51:29 - Conrad's story of service and community involvement
57:57 - Building capacity to face life's challenges together
1 hr 7 min - Fire Chief David Gerboth on Salem’s Community Safety Innovation
Welcome to this week's episode of What's Happening Salem!
In this episode, Jacob Espinoza and Eleanore Ryan sit down with Salem Fire Chief David Gerboth to discuss:
The major transition bringing Salem’s ambulance service back in-house with 60 new hires.
Plans for alternative service delivery to preserve resources for major emergencies.
Preparing for wildfire season and Fourth of July safety.
And much more!
Timestamps:
06:42 - Interview with Fire Chief David Gerboth begins
12:51 - The culture of compassion in emergency response
20:10 - Bringing ambulance service back to Salem Fire Department
26:00 - Recent train trestle fire
28:18 - Fourth of July safety and fireworks guidelines
34:13 - Eleanore's house fire story
42:00 - Community engagement and ride-along programs
56 min - Karlee Flores on Building Floso's Dirty Soda Empire
Welcome to this week's episode of What's Happening Salem! In this episode, Jacob Espinoza and Eleanore Ryan speak with Karlee Flores about:
How Karlee built Floso with a community-first approach and experience in content marketing.
The realities of entrepreneurship, social media visibility, and managing growth with integrity.
Staying grounded and authentic while navigating personal identity and business in Salem.
And much more!
Timestamps:
00:17:24 - Meet Karlee and Floso
00:22:05 - Growth through business struggles
00:33:11 - The dirty soda inspiration
00:38:48 - Introvert shift from online to retail
1 hr 15 min
About What's Happening Salem
From the publisher's feed
Stay connected to your community with "What’s Happening Salem," your go-to podcast for all things Salem, Oregon. Every Friday morning, we bring you the latest news, events, and stories from the past…
week, keeping you informed and engaged with what's happening in your city. Whether it's local government updates, community events, or neighborhood highlights, "What’s Happening Salem" ensures you never miss a beat. Tune in weekly to stay in the know and be part of the vibrant Salem community.