Oregon Restaurant & Lodging Association

What Oregon Restaurant & Lodging Association does

Oregon Restaurant & Lodging Association (ORLA) is a private, non-profit statewide trade association headquartered in Wilsonville, Oregon, representing restaurants, foodservice operators, lodging properties, and allied hospitality vendors across Oregon. ORLA delivers four core member service categories: government advocacy at the state and federal levels (via the Government Affairs Committee, contract lobbyist Elizabeth Howe, and ORLAPAC), mandated compliance training and certification (Oregon Food Handler Card via oregonfoodhandler.com, Oregon Alcohol Server Permit preparation via oregonalcoholserver.com, and ServSafe Manager through Ascend Learning), preferred-partner discount programs (SAIF 6% workers comp discount, Hospitality Insurance Program averaging 14.3% insurance savings, Independent Merchant Brokers 25% payment processing savings, ASCAP/BMI music licensing), and workforce development programs including the ProStart high school CTE curriculum (54 schools, 8,100+ students) administered through the affiliated Oregon Hospitality Foundation (501(c)(3), founded 1992) and the Oregon Tourism Leadership Academy (OTLA) co-founded with Travel Oregon in 2020.

The association's commercial platform centers on a member information hub (GrowthZone-backed), dedicated online training properties, and event-based distribution through the annual ORLA Hospitality Conference (Bend, September 12-14), Northwest Food Show, Oregon ProStart Championships, and regional roundups across the state. National affiliations with the National Restaurant Association (NRA) and American Hotel & Lodging Association (AHLA) extend federal advocacy reach, while partnerships with AHLEI, Travel Oregon, and Businesses Ending Slavery and Trafficking (BEST) enable specialized credentialing (Certified Guest Service Professional, CGSP) and human trafficking prevention training for lodging operators. Revenue mechanics are diversified across annual membership dues (Restaurant, Lodging, Allied tiers), per-course training fees ($40-$169 range), OTLA tuition ($2,950 per participant), event registration, and ORLAPAC contributions.

ORLA's customer base is structurally long-tail - SMB restaurants, independent lodging operators, and vendor/supplier allies across Oregon - rather than concentrated enterprise accounts. Leadership includes President & CEO Jason Brandt (appointed 2015, previously CEO of Salem Area Chamber of Commerce), COO John Hamilton, Director of Government Affairs Greg Astley (host of the Boiled Down Podcast), and Senior Regional Representative Steven Scardina. The organization has no disclosed funding rounds, no M&A activity, and no AI/ML proprietary capabilities; competitive advantage is rooted in regulatory franchise over state-mandated training, multi-decade institutional presence, and a deeply embedded workforce development ecosystem rather than technology differentiation.

Name

Oregon Restaurant & Lodging Association

Legal name

Oregon Restaurant & Lodging Association

Website

https://oregonrla.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Oregon Restaurant & Lodging Association (ORLA) is a non-profit statewide trade association serving Oregon restaurants, lodging operators, and allied hospitality vendors through government advocacy, mandated compliance training, workforce development programs (ProStart, OTLA), and preferred-partner member benefits.

Ownership category

akta.pro rank

Headquarters

HQ city

Wilsonville, OR

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Dues: Annual membership fees from restaurant and lodging operators, with tiers including Allied Membership for vendors and suppliers.
2. Training and Certification: Revenue from food handler cards, alcohol server permits, ServSafe Manager courses, Guest Service Gold training, and national certifications through AHLEI and NRA.
3. ServSafe Training: Full ServSafe Manager courses at $139 for members / $169 non-members; Exam-only options at $100 members / $125 non-members. Member discounts of $30 per enrollment.
4. Event Registration and Sponsorships: Revenue from ORLA Hospitality Conference, ProStart Championships, Northwest Food Show, Regional Roundups, and associated sponsorship/advertising opportunities.
5. Oregon Tourism Leadership Academy: Yearlong leadership program with $2,950 tuition per participant, including meals, transportation, and programming.
6. Political Action Committee Contributions: ORLAPAC accepts contributions to support pro-hospitality political candidates, with suggested contributions included in dues statements.
7. ORLAPAC Donations: Political contributions to ORLAPAC supporting candidates aligned with hospitality industry interests. Qualifies for Oregon political tax credit.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

ORLA is a statewide trade association delivering membership-based advocacy, state-mandated compliance training (food handler cards, alcohol server permits, ServSafe), professional certification programs (Guest Service Gold, AHLEI/NRA credentials), workforce development (ProStart, OTLA), and industry events for Oregon's restaurants and lodging operators. The association also operates a political action committee (ORLAPAC) and negotiates preferred partner discounts on insurance, workers comp, and payment processing.

Product overview

Oregon Restaurant & Lodging Association is a trade association offering a portfolio of training, certification, and professional development services for hospitality businesses. The core offerings include mandated compliance training (Oregon Food Handler Card, Oregon Alcohol Server Permit, ServSafe Manager), professional certifications (Guest Service Gold/CGSP, AHLEI and NRA national certifications), and workforce development programs (ProStart high school CTE, Oregon Tourism Leadership Academy). These are supplemented by advocacy services, industry events (ORLA Hospitality Conference, Northwest Food Show, Oregon ProStart Championships), and member benefits including PAC representation, savings programs, and regional networking roundups.

Differentiator

Problem solved

Functional benefit

Brands

• Boiled Down Podcast: ORLA's podcast featuring in-depth conversations with industry leaders, policymakers, and business experts on challenges and opportunities facing Oregon hospitality.
• ORLA Hospitality Conference
• ORLAPAC

Products and services

• Oregon Food Handler Card Online course and exam satisfying the required Oregon Food Handlers card, valid for 3 years. Available in English and Spanish. Required for all Oregon food handlers.
• Oregon Alcohol Server Permit Online course preparing individuals for the OLCC alcohol server permit test. Required for alcohol servers in Oregon.
• ServSafe Manager Certification Classroom training and certification meeting the 'Demonstration of Knowledge' and 'Person in Charge' requirements of the Oregon Food Code. Valid statewide for 5 years. $139 for ORLA members, $169 non-members (full class); $100/$125 exam-only.
• Guest Service Gold Tourism Oregon Professional development program teaching hospitality workers to anticipate guest needs. Graduates earn the Certified Guest Service Professional (CGSP) credential. $40 for ORLA members. Available in English and Spanish. Developed with AHLEI, Oregon Hospitality Foundation, and Travel Oregon.
• Human Trafficking Prevention Training Free 30-minute training course partnering with Businesses Ending Slavery and Trafficking (BEST) to help hotel staff identify and prevent trafficking.
• Oregon Tourism Leadership Academy (OTLA) Yearlong hands-on learning experience for emerging and established tourism professionals, featuring four multi-day immersive sessions and industry certification. $2,950 tuition includes meals, transportation, and programming.
• ProStart Program High school CTE program in culinary arts and restaurant management reaching over 8,100 students in 54 Oregon schools, with the Oregon ProStart Championships as capstone event.
• National Certifications (AHLEI/NRA) Internationally accredited training through American Hotel & Lodging Educational Institute (AHLEI) and National Restaurant Association, including ServSuccess, START Training, and Certified Hotel Administrator programs.
• ORLA Hospitality Conference Multi-day annual conference featuring keynotes, educational sessions, and networking for industry leaders, owners, and operators. Held annually in September.
• Oregon ProStart Championships Annual state competition for high school CTE students showcasing culinary and restaurant management skills, with winners advancing to national competition.
• Northwest Food Show Region's largest food and beverage trade show held at Portland Expo Center, free for ORLA members.
• ORLAPAC (Political Action Committee) Bipartisan PAC supporting pro-hospitality candidates in Oregon, providing tax credits for donors up to $100 (joint) or $50 (individual).
• Government Affairs & Advocacy Services Year-round advocacy at local, state, and federal levels including legislative representation, regulatory guidance, and Government Affairs Committee coordination.
• ORLA Membership Annual membership for Oregon hospitality operators and Allied Members (vendors/suppliers). Includes access to Member Info Hub, training discounts, preferred partner savings, advocacy representation, and event networking.

Quantifiable outcome

• Members save average 14.3% ($4,593) on insurance through Hospitality Insurance Program
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

21 partnerships are on record, tiered major, core and minor.

• Oregon Destination AssociationmajorStrategic or Co-development Partner · 1 January 2020Co-founder of Oregon Tourism Leadership Academy (OTLA) alongside ORLA and Travel Oregon, providing destination management expertise for the yearlong leadership program.
• Oregon Hospitality Foundation (OHF)coreStrategic or Co-development Partner · 1 January 1992501(c)(3) nonprofit founded in 1992, led by industry professionals, powering workforce development through ProStart, HTMP, professional development, and industry career pathway programs.
• National Restaurant Association (NRA)coreStrategic or Co-development PartnerNational affiliation providing access to national advocacy, training resources, ServSuccess certifications, NRAEF scholarships ($1.2M+ awarded annually), and federal policy representation for restaurant operators.
• American Hotel & Lodging Association (AHLA)coreStrategic or Co-development PartnerNational affiliation representing hotels and lodging properties with access to AHLEI training certifications, AHLA Foundation scholarships, and federal advocacy on hotel industry priorities.
• American Hotel & Lodging Educational Institute (AHLEI)coreStrategic or Co-development PartnerProvider of internationally accredited hospitality training and certifications including START program, Certified Hotel Administrator (CHA), and Guest Service Gold curriculum developed specifically for Oregon.
• Travel OregoncoreStrategic or Co-development PartnerState tourism agency partner co-developing Guest Service Gold Tourism Oregon program and supporting Oregon Tourism Leadership Academy (OTLA) launched in 2020.
• Businesses Ending Slavery and Trafficking (BEST)coreStrategic or Co-development PartnerNonprofit providing free human trafficking prevention training to ORLA members. BEST's Inhospitable to Human Trafficking program helps hotels become less hospitable to traffickers and increases victim identification from 8% to 44% among trained employees.
• SAIF CorporationcoreGTM or Marketing PartnerOregon's workers compensation market leader providing ORLA members 6% discount on workers comp premiums in 2026. Contact: 888.598.5880.
• Hospitality Insurance Program (HIP)coreGTM or Marketing PartnerInsurance program powered by Brown & Brown and Risk Strategies offering comprehensive business coverage. Members receive free insurance audit and save average 14.3% ($4,593) on premiums.
• Independent Merchant Brokers (IMB)coreGTM or Marketing PartnerOregon's highest-rated payment solutions provider offering wholesale+ rates at 20bps and $0.10 per transaction. Members save average 25% ($2,400-$24,000 annually) on processing fees.
• Baker Tilly / Moss AdamsmajorImplementation/ SI/ Consulting PartnerAccounting and consulting partner providing tax strategy, transaction support, and operational efficiency services to over 650 hospitality and restaurant clients.
• Jordan RamismajorImplementation/ SI/ Consulting PartnerBusiness law firm providing legal counsel on hospitality matters including lodging tax changes, liability waivers, and regulatory compliance.
• Barran Liebman LLPmajorImplementation/ SI/ Consulting PartnerOregon's largest employment, labor, and benefits law firm providing compliance advice, litigation defense, union negotiations, and HR support for hospitality employers.
• Cascade Employers AssociationmajorImplementation/ SI/ Consulting PartnerHR support provider offering ORLA members 10% discount on membership. Provides employment law guidance, HR policies, and workforce compliance support.
• Refettorio ConsultingminorImplementation/ SI/ Consulting PartnerRestaurant and hospitality consulting providing training, leadership development, P&L analysis, cost control, and menu creation for small to medium operators.
• Ascend Learning (ServSafe)coreTechnology or IntegrationProvider of ServSafe food safety training and certification programs meeting Oregon Food Code requirements for Demonstration of Knowledge and Person in Charge.
• Oregon Food BankminorStrategic or Co-development PartnerFood recovery partner accepting donations of safe, high-quality food and supplies from hospitality businesses to support communities across Oregon.
• Oregon MetrominorStrategic or Co-development PartnerGovernment partner providing free technical assistance, food waste reduction guidance, and reusable serviceware resources for businesses in Clackamas, Multnomah, and Washington counties.
• Oregon Coast Hospitality Industry Sector PartnershipmajorStrategic or Co-development PartnerWorkforce partnership uniting employers, educators, and community leaders to address staffing, housing, and career awareness challenges. Provided training for 430+ students and pilot high school hospitality course.
• Pacific Concepts Group (DIRECTV)minorGTM or Marketing PartnerSports programming provider offering ORLA members 20% or more off retail DIRECTV programming rates for bars and restaurants.
• ASCAP / BMI / GMR (Music Licensing)minorGTM or Marketing PartnerPerforming Rights Organizations offering ORLA members discounts on music licensing: up to 20% off first-year ASCAP fees, up to 10% off BMI fees.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Washington Hospitality Association: State-level restaurant and lodging trade association serving Washington — ORLA's most directly comparable peer in adjacent geography, with similar advocacy, training (food handler/alcohol server), and workforce development programs.
• Texas Restaurant Association: Large state-level restaurant trade association with a comprehensive training, advocacy, and ProStart-style workforce development model. Comparable to ORLA in program mix at substantially greater scale.
• Colorado Restaurant Association: State-level restaurant trade association offering comparable member services including ProStart, advocacy, training, and events. Directly comparable peer in similar single-state hospitality trade association structure.
• California Restaurant Association: State-level restaurant trade association serving California. Same membership/advocacy/training model as ORLA at significantly larger scale, providing a reference point for ORLA's potential growth ceiling and programmatic depth.
• Nevada Restaurant Association: State-level restaurant and hospitality trade association. Operates the same model of membership dues, ServSafe/food-safety training delivery, legislative advocacy, and industry events — directly comparable to ORLA's structure.
• Florida Restaurant and Lodging Association: Combined restaurant and lodging state trade association (matching ORLA's dual-segment model). Operates legislative advocacy, training programs, and industry events on the same membership-driven model.

Broad incumbents

• American Hotel & Lodging Association: National trade association for the U.S. lodging industry and AHLEI certification provider. ORLA partners with AHLA/AHLEI for nationally accredited training, mirroring the same state-affiliate membership and certification model at national scale.
• National Restaurant Association: National-level trade association for the U.S. restaurant industry. ORLA is an affiliated state association, sharing federal advocacy, ServSafe/ServSuccess curriculum, and NRAEF scholarship infrastructure — directly comparable membership/advocacy/training model at a broader geographic scope.

Others

• Travel Oregon: Oregon's state tourism agency and ORLA partner (co-developer of Guest Service Gold Tourism Oregon and OTLA). Comparable as a state-level tourism stakeholder and potential overlapping/competing audience for hospitality engagement in Oregon.
• Oregon Business & Industry: Oregon's broad statewide business association. Operates in overlapping state-level policy and advocacy space but is not hospitality-specific — comparable as a competing voice for Oregon operator attention and dues.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/OregonRLA
• YouTubeyoutube.com/user/ORLAvideos
• Facebookfacebook.com/OregonRLA
• LinkedInlinkedin.com/company/oregon-restaurant-and-lodging-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oregon Restaurant & Lodging Association