How One Vision Sparked a Brand: The Story Behind Explore White Salmon

When Julie Burgmeier, founder of Skagit Marketing (now rebranding as Pacific Northwest Marketing), opened a new office in White Salmon, Washington, in the Columbia River Gorge, she immediately saw the potential—and the problem. Despite being surrounded by natural beauty, outdoor recreation, and a thriving small-town culture, White Salmon didn’t have a central hub to tell its story. There was no cohesive online presence. No branded marketing. And no clear way for locals or visitors to discover what makes the town special.

Julie decided to change that.

Building the Brand: Welcome to Explore White Salmon

With years of tourism marketing experience in Skagit Valley under her belt, Julie got to work. She launched Explore White Salmon, complete with a dedicated website (explorewhitesalmon.com) and engaging social media profiles that now serve as the town’s digital front door. From things to do and places to stay, to local events, trails, and wineries, Explore White Salmon became the town’s go-to resource for both residents and visitors.

But Explore White Salmon wasn’t just about promoting what already existed—it was about creating something new.

Bringing Community Together Through Signature Events

To activate the new brand and bring people into town, Julie founded two now-beloved events: the White Salmon Wildflower Festival and the White Salmon Wine Walks. Both events have quickly become annual highlights, drawing visitors from across the Gorge and the region. They’ve also generated tens of thousands of dollars in local reinvestment, funding beautification projects, art installations, and business support for the town.

Through these events, Explore White Salmon became more than a website—it became a platform for community connection, economic growth, and regional pride.

A Brand with Purpose and Partnership

Today, Explore White Salmon is a thriving brand backed by strong partnerships with the City of White Salmon and the Mt. Adams Chamber of Commerce. The platform not only promotes tourism but actively supports local businesses, nonprofits, and creatives. It provides visibility for community events, encourages stewardship of the area’s natural beauty, and fosters collaboration across sectors.

Julie’s work through Pacific Northwest Marketing continues to evolve, but her mission remains the same: use strategic storytelling and design to strengthen community and grow local economies. Explore White Salmon is proof that when branding is rooted in authenticity and backed by action, it can truly shape the identity of a place.

From blank slate to blooming brand, Explore White Salmon is helping this Gorge town thrive—and the story is just getting started.