2018 Best Practices Awards
Left : OLCC Executive Director Steve Marks and Commissioner Marvin Revoal .
Best in Class
How the OLCC Demonstrates Innovation and Success Across Industries
Despite the constantly changing landscape of control state agencies , the Oregon Liquor Control Commission ( OLCC ) always manages to stay several steps ahead of the game . By reevaluating its processes and developing innovative programming , the OLCC continues to thrive and exceed even its
BY MELISSA SHERWIN own expectations . Recent developments , including a robust retail expansion program , a comprehensive agent education program and overseeing the regulation of recreational marijuana , are just some of the contributing factors that helped the OLCC grow from an agency of 230 employees to 328 in the past four years , with a total alcohol sales forecast of $ 1.447 billion between 2019 - 2021 .
EXPANDING THE RETAIL FOOTPRINT An immediate priority for OLCC ’ s alcohol program was to modernize the agency ’ s warehouse facilities , which effectively doubled its shipping capacity and made the idea of retail expansion a real possibility . Growth had stalled among agency stores over the past 30 years . At one point , Oregon was down to one store per every 16,000 people ( previously , it had been as high as one store for every 12,000 people ). The OLCC sought to expand the retail market to improve the overall shopping experience for customers , increase state revenue and keep better pace with Oregon ’ s growing population .
“ OLCC ’ s retail expansion positions the commission for the future by enabling us to not only provide stable revenue growth for the state , but also the convenience and selection today ’ s consumers demand ,” says Paul Rosenbaum , OLCC Chairman .
Abandoning its former process of only adding new retail stores occasionally within a particular geographical location selected by the commission , the OLCC adopted a new market-driven process for approving liquor contracts . The new open recruitment application process encourages a variety of retail models , from more traditional stand-alone stores , incorporation within an existing retail space , boutique outlets and grocery or convenience stores . Applicants may apply for multiple locations , and existing agents are also welcome to participate .
The new expansion program rolled out in 2015 , with its initial phase in the Portland metropolitan area . Since then , a total of five location-based phases have been initiated , and the OLCC has held town halls in different areas of the state to share market information and answer questions from interested participants . The result has been the largest retail expansion in Oregon since the repeal of Prohibition .
“ We wanted to give people informa-
8 StateWays | www . stateways . com | September / October 2018