The word "innovation" may not come to mind when thinking about pioneer cemeteries. But the Metro Council was advised last week to think about innovative ways to attract new customers in order to keep the agency's cemeteries operating in the black.
Metro cemeteries manager Rachel Fox and representatives from the Cemetery Planning Resource Alliance, a Denver-based consulting firm, told the council some relatively simple options, mainly involving new facilities for cremated remains, could create new revenue for the cemeteries program.
No decisions were made at the Sept. 13 work session, and the council was mindful of the way brainstorming during recent Glendoveer discussions turned into a heated debate over the future of that East Portland site.
But every Portland-area resident is eventually going to need a final resting place, and many people find Metro's 14 pioneer cemeteries as attractive options for themselves and their families.
Metro inherited many of the cemeteries, like Lone Fir Pioneer Cemetery in Portland, White Birch Cemetery in Gresham and Douglass Cemetery in Troutdale from Multnomah County nearly 20 years ago. Grave sites at Metro's cemeteries start at $1,150.
The cemeteries program spends $515,000 a year, taking in about $330,000 in revenue this year. The remainder is subsidized by Metro tax and ratepayers.
Without changes, the program could lose $2 million in the next decade.
How could that be fixed?
At present, customers have just two options at Metro's memorial parks: burial of a body or an urn. Consultant Doug Flin, the principal at the Cemetery Planning Resource Alliance, told Metro councilors that was a mistake.
New memorials – referred to in Flin's presentation as merchandise – could offer new revenue streams to preserve and maintain the pioneer cemeteries. That, in turn, could be enough to keep Metro from needing to someday ask voters to subsidize the cemeteries' maintenance through a property tax.
Developing an ossuary – a vault where cremated remains are co-mingled – could produce $300,000 in revenue for a $10,000 investment, Flin said. A memorial garden, developed for about $300,000, could produce $2 million in revenue over time, he said.
Flin also suggested removing some roads in cemeteries for more space for cremation merchandise.
"You can pull that Portland flavor and style and go into a roadway, and look at the amazing things you can do in that roadway," he said, not at all tongue-in-cheek.
He emphasized that Metro shouldn't go full bore into some of those projects, emphasizing that implementing some on a smaller scale as a test.
"Let's see how maintenance handles the product… and let's see how the public responds to it," Flin said.
The consultant also suggested increasing staffing in the cemetery program to spur better sales.
What else could Metro do to bolster revenue at the cemeteries?
Well, people only die once, but many get married a few times. Flin told the council about a cemetery in Cincinnati that hosted more weddings than memorial services in a given year.
Fox pointed out that Lone Fir hosted a wedding this summer.
Metro Councilor Barbara Roberts complimented the consultants for their work.
"I like that we're looking at creating options," she said. "That's the way you have to look at this, that we have an opportunity on those properties, with those beautiful old trees and lovely settings, and there are ways to do density that are dignified and appropriate and that's the way we need to look at it."
Councilor Rex Burkholder said he, too, appreciated the issue being addressed.
"This is overdue," Burkholder said. "Otherwise our cemetery program is a disaster waiting to happen, sucking up money."
The agency won't be installing any ossuaries right off the bat. Fox said the agency will be looking at creating an advisory committee to look at what options would be appropriate for Metro's 14 cemeteries, and will be increasing prices at the facilities.