Oregon State University Libraries and Press

Lisa Morrison Oral History Interview, March 15, 2017

Oregon State University
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00:00:00 - Interview Introduction

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Partial Transcript: Okay, we are rolling.

Segment Synopsis: Morrison introduces herself and provides the current date, her birth date and the interview location.

Keywords: Beer journalism; Belmont Station; Brewing journalism; Craft beer; Craft brewing

Subjects: Beer; Beer and brewing; Breweries; Brewing; Journalism; Portland (Or.); Writing

00:00:37 - Childhood memories in Tulsa, OK

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Partial Transcript: So, you grew up in Oklahoma. Were you born in Oklahoma?

Segment Synopsis: Morrison describes her family’s connection to Tulsa, Oklahoma, and the positive environment it provided in her childhood. He notes the different activities she liked to do with her family, as well as the benefits and challenges of being an only child. She discusses her love of reading, and how that influenced her career and collecting interests as a child.

Keywords: Book collections; Only children; Outdoor activities; Scholastic book clubs

Subjects: Book collectors; Cleary, Beverly; Librarians; Libraries; Local authors; Maturity, Emotional; Reading; Tulsa (Okla.)

00:08:33 - Academic interests / Early interest in food and beverage

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Partial Transcript: So what were some of the things that you were interested in

Segment Synopsis: Morrison explains her diverse interests in school, and how the focused on english and writing growing up. She emphasizes the influence that singing in choir had on her, and the general value of singing. Morrison then describes the mixed levels of exposure to cooking she got from her parents and grandparents, and how she grew to love cooking later in life. She discusses the presence of agriculture in Oklahoma, and her family’s connections to farming.

Keywords: Choir; Farm stands; Lung capacity; Polymaths; Reading and writing; Science and mathematics

Subjects: Agriculture; Agriculture--Oklahoma; Choral singing; Cooking; English; Foreign languages; Home economics; Soil fertility; Writing

00:13:51 - Local culture of Tusla, OK / Transition to living in Colorado

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Partial Transcript: So when you were in, you know, probably getting into high school

Segment Synopsis: Morrison describes her family’s move to Colorado, and the growing independence she had as a teenager during that time. She discusses the challenges of adjusting to a new community after growing up with the same cohort. She recounts her early experiences with bullying from her peers and teachers in Colorado, and how she tried to support others who were new to her school. She notes how she’s reconnected with high school friends, and how they’ve changed since she last saw them.

Keywords: Exclusivity; High school student body; Mountain communities; Oil business; Only children; Outdoor activities; Teenage independence

Subjects: Bullying; Campfire Girls; Camping; Childhood friendship; Evergreen (Colo.); High school students; Independence; Transition

00:21:35 - Local activities in Evergreen, CO

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Partial Transcript: So what were people interested in doing there?

Segment Synopsis: Morrison describes the importance of sports and the outdoors in Colorado, and the lack of cultural centers in her town there. She discusses her open relationship with her parents about drugs and alcohol, and how that influenced her choices to drink as a teenager. She details the kinds of beer available in Colorado when she graduated from high school, and how her personal tastes in alcohol have changed since then.

Keywords: Craft beer; Mountain communities; Mountain towns; Near--beer

Subjects: Alcohol; Beer; Evergreen (Colo.); High school sports; Skiing; Tanning; Wine coolers

00:26:21 - Preparing to attend Colorado State University

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Partial Transcript: So when you were thinking about graduating and what your

Segment Synopsis: Morrison describes the emphasis her parents put on college while she was growing up, and how she felt about college as her post-high school choice. She discusses the major she chose when she arrived at Colorado State University, her thoughts on changing your major and how her study of journalism allowed her to explore many different fields. She explains how distance from her parents played a factor in her college choice, and how she transitioned to being away from them.

Keywords: College electives; College funds; Family investments; Moving away from home; Parent-child relationships; Polymaths

Subjects: College; College majors; Colorado State University; Fort Collins (Colo.); Journalism; Technical journalism

00:32:08 - Student cohort at CSU / Introduction to beer

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Partial Transcript: So what were some of the differences that you noticed about

Segment Synopsis: Morrison describes the mix of local and out-of-state students in her cohort at Colorado State University, and the similarities many of these students had. She recounts her first experience trying European beer with a friend from the dorms, and how it sparked her fascination with beer. She discusses the events she hosted to explore beer varieties, and the different places around Fort Collins where you could try American and imported beers.

Keywords: Beer flights; Beer--Imports; Budweiser; Care packages; Craft beer; European beer; Food-drink pairings; German beers; Home brewing; In-state college students; Peers

Subjects: Anheuser-Busch Brewing Association; Bars; Beer; Beer and brewing; Colorado State University; Dormitories; Fort Collins (Colo.); High school students; Lager; Residence halls

00:40:43 - Early job experiences in college

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Partial Transcript: So what were you doing for money, and I guess as you

Segment Synopsis: Morrison describes her first job at a local radio station, and how it directly related to her concentrations as a journalism student. She discusses the different tasks she did at the radio station, and the different interests she had with video, sound and writing in her studies. She notes her exposure to the progressive political atmosphere in Fort Collins through her work, and the sustainability projects the city had going at the time.

Keywords: Bicycle safety; Carbon footprints; City councils; Full-time jobs; Internships, unpaid; Summer internships; TV stations; Unpaid internships; Upzoning

Subjects: Bicycles; Broadcast journalism; DJs (Disc jockeys); Denver (Colo.); Disc jockeys; Exhaustion; Fort Collins (Colo.); Internships; Press releases; Radio stations; Sustainability; Teaching assistants; Television stations

00:46:25 - Career plans / Transition to living in Oregon

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Partial Transcript: Yeah, so you were there for eight years, nine years.

Segment Synopsis: Morrison describes the growth in the art and beer scenes in Fort Collins while she lived there, and the opportunities she had to interact with it through her job. She discusses her post-college job at the local news station, and the challenges of reporting tragic events through her work. She explains why she shifted her focus as a journalist leading up to her move to Oregon. Morrison also recounts how she met her husband, and how they decided to move to Portland, Oregon in the 1980s.

Keywords: Art and culture; Compartmentalization; Coopersmith's Brewing Company; Craft beer; Creative freedom; Emotional labor; Evening news; News stories; Professional advancement; Professional burnout

Subjects: Anheuser-Busch Companies; Art, culture & society; Breweries; Burnout, Professional; City managers; Editing; Fort Collins (Colo.); Journalism; Marriage; Microbreweries; Portland (Or.); Rain

00:56:23 - Involvement with Portland beer culture in the 1990s

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Partial Transcript: So what was it like- again, kind of heading back to food and drink

Segment Synopsis: Morrison describes how she was introduced to the Portland craft beer scene by her husband following their move to Oregon, and how they shared these beers with their friends in Colorado. She discusses the depth of fascination she and her husband had with beer, including practice in home brewing and beer judging. She notes how easily she was accepted into the male-dominated brewing groups she and her husband joined, and the challenge of learning how to review beers for online magazines.

Keywords: All About Beer magazine; Beer journalism; Beer--Imports; Beer--Reviews; Brewpubs; Craft beer; Home brewing; News websites; Oregon Brew Crew; Seasonal beer; Sensory analysis

Subjects: Beer; Beer and brewing; Beer--Blogs; Beer--Judging; Brewing industry--Oregon--Portland--History; KOIN-TV (Television station : Portland, Or.); Male domination (Social structure); McMenamins Pubs & Breweries; McMenamins Pubs and Breweries; Papazian, Charlie; Recipes

01:07:25 - Becoming a beer journalist

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Partial Transcript: So what was that transition like? So you are working

Segment Synopsis: Morrison recounts how she discovered her passion for web design while looking for a new career direction, and how that lead her to a position with Koin TV. She discusses how her love for craft beer influenced her creative projects with Koin TV, and how she worked with the Oregon Brew Crew to inform the resulting beer column. She describes the impact of blogging as a platform for beer journalism, and her inspiration to start her blog. She notes emphasis she put on Portland craft beer, and how she became connected to various brewing magazines through her blog. She states that exposure is key to getting new job opportunities. Morrison explains why she tried to share the Portland beer scene with people online, and how she’s shifted to being more all-encompassing over time.

Keywords: All About Beer magazine; Beer culture; Beer journalism; Celebrator magazine; Craft beer; Northwest Brewing News; Oregon Brew Crew; Web design; Web development; Website design; Women in brewing

Subjects: Beer and brewing; Beer--Blogs; Breweries; Brewing industry--Oregon--Portland--History; Eckhardt, Fred; HyperText Markup Language (Document markup language); Journalism; Online journalism; Portland Community College (Portland, Or.); Websites

01:16:57 - Character and demographics of the beer community

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Partial Transcript: So what was the community of people who were reading

Segment Synopsis: Morrison describes the welcoming and supportive nature of the craft beer community in Oregon, and the similarities brewing communities have across the country. She discusses her experiences as a woman in the brewing community, and the importance of decency and professionalism in the industry. She notes her mentoring role that was developed through her journalism career.

Keywords: Beer community; Brewing community; Craft beer; Decency; Only children; Sexism in brewing; Women in brewing

Subjects: Beer and brewing; Beer festivals; Beer industry; Brewing industry; Community; Family; Gender and society; Mentorship; Professionalism; Sexism

01:21:22 - Traveling for beer exploration / Accolades in beer journalism

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Partial Transcript: So you, were you traveling- I know you travel a lot now.

Segment Synopsis: Morrison recounts the trip she and her husband took to Germany, and how she connected their experiences with European beer to her journalism work. She then discusses her early awards as a beer journalist from the American Brewing Association, and the positive response she received for being the first woman to win these awards. She explains how these accolades opened up her writing job opportunities, which in turn lead to her working two full-time jobs for several years. She notes the difficulty she had in choosing which job to leave in 2008.

Keywords: Beer journalism; Beer magazines; Craft beer; European beer; Full-time jobs; Professional interests; Women in beer; Women in brewing

Subjects: Beer--Blogs; Belgium; Brewers Association; Broadcast journalism; Burnout, Professional; Exhaustion; Germany; International travel; Internet broadcasting; Jackson, Michael James; Journalism; Oktoberfest; Wedding anniversaries; Workaholics

01:26:31 - Writing about the Portland beer community

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Partial Transcript: So at that point, Portland still feels like a tight-knit community.

Segment Synopsis: Morrison discusses the surreal nature of writing about your friends as a beer journalist in the community, as well as the importance of getting more consumers involved in craft beer. She explains her goal that the public will transition into calling craft beer just beer. She details the value of the internet in spreading information about craft beer, and the challenge of writing about beer varieties as more and more have become available. Morrison then describes her decision to join the Belmont Station bottle shop as she aged and became overwhelmed with beer journalism.

Keywords: Beer critics; Beer journalism; Beer--Criticism; Beer--Markets; Belmont Station; Bottle shops; Craft beer; Market growth

Subjects: Aging; Beer; Beer and brewing; Brewing industry--Oregon--Portland--History; Internet; Internet broadcasting; Sustainability

01:30:31 - Hosting beer radio shows

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Partial Transcript: So before you come to Belmont Station though, you do

Segment Synopsis: Morrison recalls how she got started hosting several brewing radio shows through being a guest on a brewer’s show. She describes the costs and funding requirements of running the shows, as well as her recording process and episode design. She discusses the role of the shows in getting new people to try craft beer, and how she used them as a platform to promote new breweries. She notes the unique opportunities she had to interview prominent brewers and even a musician for the job.

Keywords: Air time; Beer O'clock (Radio show); Beer community; Belmont Station; Craft beer; Libation Station (Radio show); Radio broadcasts; Radio hosts

Subjects: Beer and brewing; Breweries; Brewers; Internet broadcasting; Professionalism; Promotions; Radio shows; Talk radio programs; Talk radio shows

01:46:46 - Evolution of beer festivals / Leadership in beer education

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Partial Transcript: Yeah, and I'm curious too about how festivals have changed.

Segment Synopsis: Morrison notes all the different beer festivals she established in Portland, and how the participant demographics have shifted over the years. She emphasizes how including food and wine into such festivals has assisted their success. Morrison then discusses her interest in educating people about beer, and how she founded several beer clubs for women in the late 1990s. She recounts how Suds Sisters was established, and how the public response influenced the nature of the group. She explains her rule of making the women involved try all the beers provided, and her observations of her groups now.

Keywords: Barley's Angels; Beer exploration; Educational programs; Oregon Craft Beer Week; Portland Beer Week; Portland Spring Beer and Wine Fest; Suds Sisters; Women in beer; Women in brewing

Subjects: Beer and brewing; Beer festivals; Brewing industry--Oregon--Portland--History; Consumer education; Generalized functions; Journalism; Legacy; Teaching

01:55:03 - Perceptions on discriminatory marketing

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Partial Transcript: I am curious though about advertisement, and from that marketing

Segment Synopsis: Morrison explains the impact that her perceptions of gendered marketing has on her as a writer and bottle shop owner. She notes her early refusal to sell beers with sexist labels at Belmont Station, and how she’s shifted her tactics to advising consumers on “voting with their wallets.” She states that she focuses more on beer data than the marketing behind different brands.

Keywords: Belmont Station; Consumer awareness; Consumer preferences; Gendered marketing; Sexism in brewing; Sexism in marketing; Women in brewing

Subjects: Bars; Beer and brewing; Business management; Consumer behavior; Journalism; Sexism in mass media; Writing

01:57:09 - Transition to running Belmont Station

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Partial Transcript: So how was that, you came here in 2013, 2015? You were

Segment Synopsis: Morrison describes her work situation when she took ownership at Belmont Station, and the difficulty of managing so many creative projects at that time. She explains how running a bottle shop was a potential retirement option for her and her husband, and how that became a reality through her radio connection with the co-owner of Belmont Station. She discusses the different interests that she’s been able to explore at the bottle shop, and how it might influence her future writing projects. Morrison reflects on the work-life balance she’s gained in transitioning away from writing and broadcasting.

Keywords: Beer O'clock (Radio show); Beer--Books; Belmont Station; Bottle shops; Business owners; Business ownership

Subjects: Aging; Authors; Balance; Beer and brewing; Beer industry; Beer--Blogs; Brewing; Brewing industry--Oregon--Portland--History; Broadcast journalism; Radio shows; Retirement; Retirement--Planning; Small businesses; Writing; industry

02:04:04 - Concluding thoughts

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Partial Transcript: What continues to surprise you and excite you every day about beer?

Segment Synopsis: Morrison discusses her fascination with the creativity involved in beer recipes and addition of hops. She reflects on the continued supportive nature of the brewing industry, and how that support assists in the growth and sustainability of the brewing industry. She explains her nostalgia for the community when she first joined it, and how its growth is surreal but necessary. She describes her goals in writing about the Portland beer scene, and how they relate to her personal life. She jokes that she may end up being a librarian in her retirement.

Keywords: Beer community; Beer--Ingredients; Belmont Station; Brewing--Methods; Business competition; Community support; Corporate America; Craft beer; Gigantic Brewing Company; Market growth; Professional friendships; Women in beer; Women in brewing

Subjects: Beer and brewing; Brewing industry; Community; Competition; Creativity; Hops; Librarians; Mentorship; Nostalgia; Parenting; Professional relationships; Retirement; Small businesses; Sustainability