Walk into “The Cannery” developer Trent Michels’ office, and you will see that his desk is surrounded by 200 books of various sizes and colors, but all titles point toward one colorful life-sized future dream. Delving into regenerative development, biophilic urbanism, new urbanism, and community design, Michels immerses himself daily in these forward-thinking concepts, fueled by his passion for shaping north downtown into a brighter, more vibrant place to call home.
Real estate development is more than a capitalist pursuit for Michels; it’s a mission to uplift his hometown of Salem, Oregon. “Redevelopment isn’t about making a buck. This is about asking the right questions – How do we build for Salem? And build it better,” he asks.
The answer to building better for north downtown Salem lies in The Cannery redevelopment. A group of individuals, including Salem’s mayor, the City Council, Michels, and the Truitt Bros., are working together in the name of stewardship over ownership.
The Cannery is an innovative 13-acre mixed-use development project to create a destination community along the Willamette Valley riverfront. It will feature 370 plus apartments for up to 900 residents, retail space, a food hall, brewery, wine tasting room, underground parking, and potentially a soccer stadium.
Market Urbanism is shaping Salem’s future.
“Market Urbanism” is the planning philosophy behind The Cannery project, fostering economic growth, environmental sustainability, and social cohesion by creating thriving city spaces. The design process prioritizes indoor air quality, urban gardens, activated stairwells, and public areas. It considers the future of climate change, earthquakes, and stability.
The Cannery aims to be a local Pacific Northwest cultural hub “for Salem and from Salem.” Michels is considering business letters of interest that involve a mishmash of eclectic entities and unique ideas like a bike repair tap room. “This is an opportunity for us to put our flag in the sands area, on top of the hill, especially regarding food and beverage,” says Michels.
The development seeks to attract the West Coast’s creative class to north downtown Salem, bringing together individuals from various fields such as design, education, government, arts, music, and entertainment. “Salem can become a Galt’s Gulch of sorts,” says Michels.
Salem Mayor Chris Hoy welcomes The Cannery redevelopment project and is committed to its success. “This is such an exciting project for our residents and businesses. We have so much housing and commercial development coming online, not to mention our support services for individuals experiencing homelessness, like Yaquina Hall and the Navigation Center,” says Hoy. “It’s no wonder that our momentum is attracting even more housing and development.”
Stewardship is the new yes.
The Cannery collaboration energizes Ward One Salem City Counselor Virginia Stapleton. She believes Salem’s leaders and developers have reached greater maturity. “Stewardship is the conversation that we’re having right now, and it’s the new yes,” she says. “I want to scream it from the rooftops: Yes, we’re here! We’re doing the hard work, and it’s paying off.”
The new development will revitalize the former Truitt Bros. food processing cannery property, a 100-year-old staple in north downtown Salem. The stewardship over ownership mentality was present early on when Peter and David Truitt, the brothers, purchased the plant in 1973 and knew that their exit strategy out of food processing would be the property’s redevelopment.
“My dad always said, ‘Never go into business without an exit strategy,'” says Jordan Truitt who is Peter’s son and the commercial real estate agent who arranged the recent 13-acre riverfront property sale to Michels.
“Ownership is possessing something for yourself, and stewardship is protecting something for others,” explains Truitt. And Truitt Bros. cannery as a business was not about monetary value and instead focused on community impact and benefit. “My dad has often said that this stewardship mentality is his legacy and how he wants to be remembered,” says Truitt.
Truitt Bros. worked diligently for several decades to prepare the property for redevelopment, coordinating with city planners, architects, and the railroad while conducting surveys and site reviews. Over the years, Truitt Bros. had opportunities to sell for redevelopment but chose not to, prioritizing stewardship and their employees instead.
Market feasibility: We’re not second to anyone.
Truitt said it took a lot of work to find the right buyer who shared their mindset to put the community’s needs and values first. That was until he received an email from Michels, whose military and urban design background aligned with their vision. Michels and Truitt Bros. quickly formed a strong partnership.
Michels believes Salem is strategically positioned like Vancouver, Washington, where he took Salem representatives and planning staff to learn from another city that leaned into transformational urban development, investing over $40 million into accessibility, planning, parks, and urban beaches throughout their 30-acre project. “We have City leadership ready to go all in on creating a brighter future for Salem,” says Michels.
The Cannery investment contradicts the idea that Salem is a secondary market or “sleepy Salem,” raising the bar for other developers like “the rising tide raises all boats.” “We’re not secondary to anyone,” says Michels. “Allowing us to have a cultural hub like this makes it easier for us to start bringing businesses, entrepreneurs, and people – from the tattoo artist to the CEO – we have a home for you.”
It’s a marathon, not a sprint.
Michels likens this experience to an endurance race as The Cannery project faces numerous challenges, including addressing environmental concerns, infrastructure upgrades, and maintaining the site’s historic character. The team is dedicated to engaging with the community through workshops and public forums to find solutions that address these challenges while maintaining the project’s core values. “That’s the only way this gets done,” says Michels.
He welcomes community input through the FuND website, guaranteeing that the development aligns with the Pacific Northwest’s essence. “Involving the community in the design process, from color schemes and public art to monument signage, will make the project better informed and more successful in its delivery,” says Michels.
Hoy sees The Cannery as an easy short-term decision with significant long-term consequences. “There’s a lot of work to do before this becomes a reality. But turning vacant industrial buildings adjacent to downtown and turning them into housing and small businesses, while revitalizing our waterfront, is a no-brainer,” says Hoy. “We need to ensure that environmental and affordable housing priorities are considered for that area, but we as a city welcome this type of private development and will do what we can to help it succeed.”
The Cannery is removing the invisible boundaries between neighborhoods and communities, between city leaders and developers, between Republicans and Democrats, and between north and south downtown. “No doubt there will be disagreements, and there will have to be compromises,” says Truitt. “But from where I sit, it will be another 100 years before something positive happens here without The Cannery.”
It takes one person, then the rest will follow.
The enthusiasm among Salem residents is palpable. Stapleton senses that energy at Grant Neighborhood Association meetings, coming from people outside the business sector, the development community, or the city council: these are neighbors. “I forwarded an email from a constituent who sent me an email saying whatever Trent Michels wants, give it to him. I love this thing. It’s amazing. Yes, yes, yes, yes, yes,” she says. “It’s just going take one person to start on Front Street, and then the rest will follow.”
Michels, Truitt Bros., Mayor Hoy, and the City Counselors are working toward significant positive impacts on Salem’s economy and quality of life, creating new job opportunities, attracting new businesses, and providing much-needed housing for residents.
The next three-to-five years bring excitement and anticipation as The Cannery vision becomes a reality. But this timeframe is short compared to the Truitt Bros.’ 50-year past legacy or the idea of waiting another 100 years for a future legacy.
“Never go into business without an exit strategy” because a transformative milestone moment like this does not happen on its own. The cannery and The Cannery belong to Salem” its past and future generations.