The sign was originally commissioned by the White Stag Sportswear company as a marketing billboard.
The slogan was updated in 2010 to officially read 'Portland Oregon' after a public consensus vote.
It is one of the few remaining neon landmarks of its size in the United States that has remained in continuous operation at its original location.
The sign was donated to the City of Portland in 2010 by a private owner to ensure its permanent preservation.
During the holiday season, the stag's nose is traditionally illuminated in red, mimicking the aesthetic of Rudolph the Red-Nosed Reindeer.
The White Stag Sign is an iconic neon landmark mounted on the historic White Stag Building in Old Town Chinatown, Portland. Originally installed in 1940, the sign features a backlit white stag and the slogan 'Portland Oregon, The Willamette Valley'. The message on the sign has changed over time, previously advertising brands like White Stag Sportswear and Made in Oregon. It was designated a City of Portland Historic Landmark in 1977. The structure utilizes a complex system of neon tubes and incandescent bulbs to maintain its distinctive appearance against the Portland skyline. The sign serves as a significant cultural identifier for the city and is managed by the city government.
The pedestrian walkway on the Burnside Bridge provides the classic, head-on view of the sign.
View the sign from the Burnside Bridge for the most unobstructed and centered perspective.
Visit during the blue hour when the contrast between the neon sign and the darkening sky is at its sharpest.
Combine your visit with a walk through the nearby Lan Su Chinese Garden for a contrast in historic Portland sights.
Do not attempt to access the building's roof, as the sign is located on private office property and is not accessible to the public.
