Branding Community: How We Helped Launch Nights in White Salmon

At Pacific Northwest Marketing, we believe marketing should do more than promote—it should build community. That’s exactly what we set out to do in White Salmon, Washington, working in partnership with the City of White Salmon, Mt. Adams Chamber of Commerce, and the White Salmon Business Alliance. The result? A branded summer event series that’s putting downtown on the map: Nights in White Salmon.

The Goal: Activate Downtown, Support Local

White Salmon is a mountain town with a vibrant downtown core, but like many small towns, it needed a spark to bring people together and give businesses a boost—especially during the slower weekday evening hours. The community wanted a recurring, family-friendly event that celebrated the town’s identity and invited both locals and visitors to spend more time (and dollars) downtown.

The Strategy: Create a Magnetic Brand

That’s where we came in. Pacific Northwest Marketing led the development of the brand marketing strategy, including:

• Naming the Event: Nights in White Salmon—a play on the iconic song and the town’s name, instantly memorable and local.
• Crafting the Brand Story: We positioned the event as a magical, community-first evening that celebrates music, art, and local business.
• Messaging & Content Strategy: From social copy and posters to web content and signage, we ensured a consistent voice that reflects White Salmon’s creative, welcoming spirit.
• Visual Branding: We delivered a clean, cohesive visual identity that ties together marketing materials, vendor booths, and signage throughout downtown.

The Outcome: Community Comes Alive on Third Thursdays

From June through September, Nights in White Salmon now turns the town into a walkable celebration every Third Thursday:

• Live music and performances animate the streets.
• A curated makers market features local artisans in parking lots and storefronts throughout downtown.
• Downtown restaurants and tasting rooms offer extended hours, outdoor seating, and seasonal specials.
• Family-friendly vibes invite kids and adults alike to enjoy an evening in town.

With new infrastructure additions like a larger performance space in the Kula Chiropractic parking lot, the event is growing each year—drawing not just White Salmon locals, but visitors from across the Gorge and greater Pacific Northwest.

More Than Marketing—It’s Economic Development

Branding a community event isn’t just about colors and logos. It’s about connecting people to place. For us, Nights in White Salmon is a prime example of how strategic marketing can help a small town amplify its identity, support its businesses, and create something locals can be proud of.

We’re honored to have played a role in bringing this program to life, and we’re excited to see it grow with the community.