Pioneer Building Sells; Portland LLC Takes Reins

The recent sale of the Pioneer Building to Wise Rentals LLC of Portland had some small businesses on alert as they braced themselves for rent increases. However, new owners say they intend to keep rents affordable.

By Tom Peterson

The recent sale of the Pioneer Building at 301 E. Second Street in The Dalles has a few scratching their heads about what new owners will do with the second floor. 

Even the new owners. 

Jeff Judah and Dr. Dale Bricker sold the building at the end of April to Wise Rentals LLC for $500,000, according to Wasco County Property records. 

The pair had operated Preferred Optical for years before closing last year and selling the building. Bricker is now providing care at Cascade Eye Center.

So who and what is Wise Rentals LLC

Mathew Wise, upper right corner, of Wise Rentals LLC on a mission to Uganda several years ago. Wise and his family recently purchased the Pioneer Building. He said they are currently evaluating what to do with the 14 offices on the second floor.

Mathew Wise, 31, his mother Sadona and father Chuck are the registered agents of the LLC, according to the Secretary of State’s office. 

The Wise family also has ownership in multiple auto holdings and in the last decade has dove into owning buildings primarily for office space rentals. 

They operate Chuck Wise Motors on SE 82nd Street in Portland.

CCCNews caught up with the younger Wise earlier this week to ask him what his intent was with the 13,374-square-foot building in The Dalles. 

“Our goal is to keep everything affordable for them,” Wise said of current renters at the building.

The entire first floor is rented.

Realtor Brian Lauterbach checks out a second-floor office at the Pioneer Building In January. It’s got a primo view of the Granada marquee. The space might make for some fun downtown living.

So what about the 14 vacant office spaces on the second floor?

“There are lots of opportunities and thoughts on that,” Wise said. “The upstairs is already office space, and it would be feasible to stay that way or easier.” 

However, the thought of creating apartments or short-term rentals such as a bed and breakfast has also crossed his mind.

“They did that across the street, and it has worked out for them,” he said. “I guess that is an opportunity.”

Whether that pencils or not remains to be seen with building cost skyrocketing with high prices for materials such as lumber.

It worked out down the street 

Perhaps it will go the way of the Honald Building at the southeast corner of  Federal and Second streets.  

The 10,000-square-foot space on the second floor above Lilo’s Hawaiian BBQ was converted to five single bedroom apartments, three studios and one two-bedroom apartment within the 10,000 square feet by January of 2020. 

Guess what?

They’re all rented. 

Travis and Jen Dillard were behind the transformation with a $500,000 investment. Dillard, a self-described real estate entrepreneur, said in 2020 that the advent of nice downtown living will ignite the area.

 “I believe in it. I believe in The Dalles. When we get people here, it will come alive,” he said at the time.

“They’re 100 percent occupied,” Dillard said this morning. “It did not take long. We filled them in a month right in the middle of COVID.” 

Rents range between $900 and $1,600 per month.

“This is high end downtown living with industrial finishes and old school charm,” he said, noting The Dalles was reasonably priced for the Gorge.

“All in all it is successful project,” Dillard said. “It was a private- public project with Mid-Columbia Economic Development District (MCEDD) aiding in the financing.  “It was great working with MCEDD and The Dalles Mainstreet. It’s very business friendly out there compared to other areas of the Gorge,” he said.

Small Business Hinges on Affordable Rent; Four Entrepreneurs Anchor Building

“We specialize in bridal and formal wear, hunting attire, sportswear, and leather repair,” says owner Susan Woods of Susan’s Custom Sewing.

Four entrepreneurs - Susan Wood, Christina Lopez, Kenya Kramer and Dr. Jenessa Hartman - are currently renting space and have successful businesses in the Pioneer Building.

Their businesses Emma’s Bowtique, Terra Cotta Boutique, Sunflower Vision Care and Susan’s Custom Sewing take up the main floor of the building.

Woods pointed out they have put in their money and time to improve each of their stores or offices. And they are providing services and products that make downtown The Dalles a desirable place to visit.

So, Woods said she hopes rents don’t price them out. 

Woods said she learned of the sale when she discovered the garbage service had been discontinued at the beginning of May. 

After doing some sleuthing, Woods said she contacted Mathew Wise, and he quickly restarted the service. 

“He seemed like a nice guy,” she said, but also noted she had not met him in person yet, and she was concerned about rents going up. 

“We buy, sell, trade baby's former favorites including gently used cute clothes, shoes, toys, furniture and more,” says owner Christina Lopez of Emma’s Bowtique.

Wood’s rents about 1,000 square feet at somewhere around one dollar per square foot.

She said it was her limit when it came to making her business profitable.

“That’s a lot of pants to hem,” she said with a laugh. 

Dr. Jenessa Hartman has opened Sunflower Vision Care, offering therapies to children experiencing difficulties in overall development, including posture, movement, balance and behavior, as well as drawing, reading and learning.

Wise said he had several positive conversations with his current renters and was excited about continuing the relationship. “Our forte is affordable office space,” he said. 

“We’re just excited to see what will become of The Dalles in the future,” he continued. “Hopefully we can have a good impact downtown there and have some fun with that building. We’re young and ambitious.”

A little History

“Terra Cotta caters to the modern bohemian woman who has a city’s sense of style and a small town heart. Terra Cotta offers apparel, accessories, jewelry, shoes and gifts” says owner Kenya Kramer.

The Pioneer Building was built in the 1860s and extensively renovated by the French family around 1881 with a stucco finish to unite two buildings into one. It housed a general merchandising store, and caravans of freight wagons carried goods from this store throughout eastern Oregon. The French family sold the building to Brooks and McFarland. In 1908, the second-floor offices were occupied by jeweler George Baker, jeweler Harry Liebe, A. Seufert insurance and Lake & Bolton land abstracts office, according to placespages.blogspot.com

David Culver, now 84, and Living in Lakewood, Wash., and his wife the late Kathleen (Fitzgerald) Culver  bought the building in 1976 and later sold it to Judah and Bricker in 2007.

Fitzgerald had long-standing roots in The Dalles. Her father Edward Fitzgerald was a gas station operator and worked at the Aluminum Plant. He also rose to Exalted Ruler at the Elks Club.

Culver said the second floor was always a sticking point when they owned the building. “There was no elevator, so it was limited quite a bit in the utility of the building,” he said . 

He reflected fondly on the business in the building, noting shoes, vacuums and dresses were sold out of the various shops. 

“It was good for me financially, but there are a lot of maintenance issues there. Roofing, electrical, plumbing - big-ticket items. I was happy to be there and happy to be out.”

CORRECTION - This story previously contained some erroneous information regarding the rent of another property in the 400 block of East Second Street. I regret the error - Tom Peterson