Ridgeline: connecting Oregon’s outdoor communities

Oakridge residents may have already spotted Ridgeline Magazine — the seasonal outdoor recreation publication stacked in City Hall, at local businesses and in entrances around town. The magazine, which launched its first issue in November 2023, spotlights the landscapes, stories and people that define outdoor life across the southern Willamette Valley and out toward the Oregon Coast.

“There are so many stories about rural communities and outdoor culture that never get told,” owner and editor Chad Shelton said. “We wanted to slow down and document the people who are shaping this landscape in real ways.”

Ridgeline was hatched by Shelton, who publishes the quarterly magazine with the help of dedicated volunteers and outdoor-enthusiast contributors. Shelton relocated to Eugene from Montana and soon discovered a region rich with trails, rivers, peaks and small communities, but one that lacked a shared identity.

Ridgeline’s self-defined map stretches from the Cascade Crest west through Coos Bay. “I like to give the coast a little bit more berth, because the communities there are so small,” Shelton said.

The result is a publication built around a vast but deeply interconnected landscape that spans the cascades. “The magazine is… first and foremost, a community builder,” he said. Shelton noticed that many outdoor groups, clubs and organizations existed in isolated pockets. Ridgeline is meant to stitch them together by sharing stories of recreation, stewardship and the people shaping local outdoor culture.

The magazine’s niche is also intentional. Rather than chasing fast gear reviews or top-ten trail lists, Ridgeline focuses on long form profiles, thoughtful essays and bold photography.

Oakridge’s spot on the Ridgeline radar

Oakridge features naturally in that mission. Shelton said the community reminds him of the southeastern town where he grew up. 

Although he’s not a mountain biker, he’s surrounded by them. “I fly fish… and I’m a skier,” he said, noting that Willamette Pass was a major reason he chose to relocate to Eugene. “It feels very grassroots and I love the energy.”

Local ties have deepened too. The City of Oakridge has offered grant support and businesses such as CogWild and Willamette Mercantile have also advertised in past issues. Trail and conservation groups have taken an active role as well, including Oakridge Air and the Oakridge Trails Alliance. 

That community-driven focus also caught the attention of local leadership. During the Oakridge City Council meeting in October, councilors approved a small community grant to support expanded distribution of Ridgeline and enhance the magazine’s coverage of local trail stewardship groups. The grant was recognized by several councilors as a way to uplift regional storytelling and strengthen Oakridge’s image as an outdoor hotspot. For the Ridgeline team, the support was a signal that their work mattered. “It meant a lot to have the city say, ‘We see the value in what you’re doing,’” Shelton said. “It gives us more room to highlight the people out here making real impact.”

Conservation has also been a priority since the first issue. “I would say conservation is a really big part of Ridgeline,” Shelton said. The magazine has told stories about wildfire recovery, watershed health, sea otters and the relationship between fire and the Willamette Valley. Groups such as Save TV Butte, Upper Willamette Riverkeepers and local watershed councils have appeared in its pages.

Ridgeline aims to highlight the work of nonprofits, volunteers and residents who keep these landscapes healthy. For Shelton, inspiring people to care for natural spaces starts by helping them feel connected to them. “You have to get people involved in natural spaces to make them want to keep them,” he said.

Make it stand out

Growing pains, big hopes

Like many independent publications, Ridgeline isn’t immune to funding constraints. Print is expensive. However, Shelton is anchored to its importance. He grew up reading outdoor magazines and remembers being captivated by “the big, blown-up photos” and the tactile sensation of flipping through a physical issue. “I really believe in print. I don’t want it to be online only,” he said.

Three hundred copies are distributed at the Eugene Airport, giving Oakridge contributors and businesses exposure to new audiences. With additional support from advertisers, Shelton hopes to expand Ridgeline’s reach and structure, such as eventually forming an editorial board and building a larger staff.

Ultimately, he wants Ridgeline to become “a hub and a home for all the outdoor communities here,” and a tool for helping people feel confident getting outside — no elite skills required.

“You don’t have to be a pro to get outside,” he said.

The magazine can be found locally at City Hall and the Oakridge Library, The Campfire, the Westfir Lodge, Willamette Mountain Mercantile, Sweetvine, the Three-Legged Crane pub, and the Vintage Variety Shoppe.