(Photo courtesy of City of Prineville)
Prineville is still a smaller community in Crook County, but they are projected to have a bright future. Their population is projected to keep growing steadily as it has in the last few years, while Crook County as a whole is projected to have the greatest economic growth in the next year out of all Oregon counties, with Deschutes County in second place.
According to Kelsey Lucas, the Prineville/Crook County area director at EDCO, the growth is being driven by a number of industries — most notably tech, aviation and renewable energies. Specifically, the recent additions of data centers owned by Apple and Meta in Prineville have had a big effect on the growth of the community; Crook County has achieved a remarkable 52.5 percent growth in GDP, outpacing both regional and state averages.
The latest Crook County U.S. Census Bureau data illustrates a staggering surge in household incomes, with an increase of over 83% in just five years. This is the fastest income growth rate in the entire state of Oregon, compared to the statewide average of roughly 35 percent or a modest two percent annual real growth.
“Crook County data speaks volumes to the activity experienced in recent years: median household income spiked from $45,000 in 2018 to nearly $82,000 last year. This growth is a testament to the successful diversification of our economy, as we’ve adapted and expanded beyond our traditional reliance on natural resources,” said Lucas. “Crook County maintains the third highest average wage in the state of Oregon, behind only Washington and Multnomah Counties.”
A contributing factor to future projected growth is the availability of CO.STARTERS Core and Bootcamp programs, offered by Foundry Collective and Reinventing Rural. The Bootcamp, offered in Prineville, is a four-part workshop series designed to help you bring small businesses to life. There are times when small businesses aren’t growing as expected or generating the sales they need. Bootcamp offers a proven framework to help identify and address key issues with the business’s current strategy to get them on track fast.
Through community-driven CO.STARTERS programs and other support, Foundry Collective connects dreamers with doers in rural communities like Prineville. According to their website, “We’re not just about starting businesses – we’re about starting movements. When a community rallies behind its entrepreneurs, magic happens. New shops open their doors. Local artists find their audience. That empty building everyone complained about? It becomes the place everyone talks about. We help build networks of support that stick with new business owners every step of the way. Because when small towns back their own, something amazing happens — they don’t just survive, they thrive.”
On the tourism side of things, Prineville is small but growing, and the tourism industry is ripe with opportunity as Central Oregon continues to grow as an international destination. According to Explore Prineville’s Director of Tourism Kim Molnar, “Prineville’s tourism sector is small but dynamic, rooted in natural beauty, stargazing in Oregon’s first International Dark Sky Park, cycling trails and authentic cultural experiences. While many travelers continue on to regional hotspots like Bend, Prineville is gaining traction as a destination in its own right. Tourism is a growing economic strategy for the community, with strong local support — 72 percent of residents in a 2023 survey said the benefits of tourism outweigh the downsides.”
Continuing, she said, “Through alignment with Visit Central Oregon and Travel Oregon, Prineville is benefiting from grants that promote inclusive and accessible travel experiences. One standout development is the addition of a new all-terrain Vertacat golf cart at Meadow Lakes Golf Course — the first of its kind available for public use at any course in Central Oregon and free to use — expanding recreational access for visitors of all abilities. With continued investment and a focus on equity and experience, tourism is becoming a key part of Prineville’s economic and cultural future.”
Deb Shaw, the operations manager for the Crook County Chamber of Commerce, commented on the growth (and challenges) seen in the Prineville business community. “While historically known for its ranching roots and outdoor recreation, Prineville has seen a surge in data center development along with expansions in manufacturing, construction and locally owned small businesses, particularly in the revitalized downtown core. Our largest employer, St. Charles Health System, is critical in sustaining and attracting a diverse workforce.”
Continuing, she said, “As we look to the future, we’re honest about the challenges. Workforce limitations and skill gaps can restrict business growth, and housing affordability and infrastructure strain are ongoing concerns. But we see these as opportunities to invest in workforce training, plan for smart growth and support housing initiatives that keep Prineville livable and welcoming. We aim to grow in ways that honor the community’s small-town character and values while creating space for innovation and economic diversity.”
To address the housing issue, there are a planned 700 units of housing that are set to be available before the end of this year.
Aside from the housing issue, Prineville is primed and ready for major growth. “Crook County ranked second only to Deschutes County in new building permits for 2024, including both commercial and residential permits,” said Lucas. “This trend is mirrored in incoming investment, where Crook County again ranked #2. This ranking indicates the significant development and capital flowing into our community.”
According to Shaw, “With strong collaboration between public and private partners, Prineville is writing its next chapter — not just as a gateway to adventure but as a thriving, resilient and forward-looking community.”
