​Rising Uncertainty 
More than half of respondents (58%) believe the South Sound is headed in the wrong direction, citing economic instability and policy concerns as key reasons. While 24% still feel optimistic, the overall tone of the responses points to a business community feeling squeezed by external pressures, especially trade. ​

“Members of our organization and the broader trade community are facing significant challenges in today’s rapidly shifting global trade environment,” said Michael Fowler, Executive Director of the World Trade Center Tacoma. “At WTC Tacoma, we remain committed to supporting our members and the community by actively collaborating with our partners to provide timely updates and actionable insights. Our goal is to help businesses navigate the evolving tariff landscape."

​South Sound businesses are asking for stability, predictability, and a seat at the trade table. They’re adapting as best they can, but the Chamber’s role as an advocate for clear, business-friendly policy is more important than ever. ​​​

“We know our local businesses are already navigating enough challenges—rising costs, workforce pressures, and ongoing recovery. New and shifting tariffs add another layer of uncertainty, and we want our members to know they’re not alone,” said Andrea H. Reay, President & CEO, Tacoma-Pierce County Chamber. “The Chamber is here to help you plan, access resources, and advocate on your behalf at every level. When policy changes impact Main Street, we respond with action and support. We advocate so you can operate.”  ​

This month the White House announced its comprehensive tariff policy -- with a baseline tariff of 10% on almost all imports -- and new reciprocal tariffs. Goods from China, by far the biggest target, are now subject to at least a 104% tariff. Trump tacked on higher tariffs than initially announced after Beijing didn’t back off its promise to impose 34% retaliatory tariffs.

The reciprocal rates were calculated by dividing a country’s trade deficit with the US by its exports to the country and multiplying by half. They range from 11% to 50%, and barring Mexico and Canada, America’s other top trading partners were not spared. The EU was hit with a 20% reciprocal tariff, China at 34%, Japan at 24%, Vietnam at 46% and South Korea at 25%.

Though the executive branch announced it was pausing higher targeted tariffs for 90 days, our Chamber understands this creates greater uncertainty for businesses. 
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• Historically America’s free-trade agreements (FTAs) have been successful at removing foreign trade barriers and have generated remarkable benefits for American workers, farmers, and companies:    
• While the 20 countries with which the United States has FTAs in force represent just 6% of the world’s non-U.S. population, those countries regularly purchase nearly half of all U.S. exports.   
• On a per capita basis, those 20 countries purchase 14 times more U.S.-made goods and services than other countries. In other words, FTAs can make big export markets even out of small economies.  
• Further, U.S. exports to new FTA partner countries have grown roughly three times as rapidly on average in the five-year period following the agreement’s entry-into-force as the global rate of growth for U.S. exports, as U.S. Chamber research shows.   

But the recent surge in tariffs introduces serious challenges for businesses of all sizes. With baseline import duties at 10%, reaching as high as a 125% tariff on Chinese goods in recent weeks, and a 20%+ tariff on products from the European Union, the cost of doing business is rising, retaliatory tariffs are mounting, and market volatility is on the rise.​  

From the U.S. Chamber of Commerce: Pro-Growth Trade Policy 
In alignment with the U.S. Chamber of Commerce, the Tacoma-Pierce County Chamber prioritizes the goal of achieving at least 3% economic growth annually and cementing in place policies that will support faster economic growth over the long term. 
 
“What we have heard from business of all sizes, across all industries, from around the country is that these broad tariffs are a tax increase that will raise prices for American consumers and hurt the economy,” said Neil Bradley, Chief Policy Officer at the U.S. Chamber of Commerce. “We urge policymakers to instead focus efforts on accelerating the pro-growth agenda of extending our current tax policy, re-balancing regulations, and unleashing the full potential of American energy – all policies that will grow the economy and create more opportunities for Americans. In addition, the U.S. should begin negotiating new trade agreements to open up more markets for businesses and workers which will support more American jobs and lower prices.” 

Read recent background information on reciprocal tariffs from the U.S. Chamber of Commerce. 

Stephanie Housden dreamt of opening Sober AF Zero Proof Bottle Shop for a long time, and her dream came true on April 4, 2025.
The Chamber was able to celebrate the soft opening on April 3, 2025, with a ribbon cutting and the doors opened to the tasting room on April 4, 2025.

Walking into Sober AF is like stepping back into the ‘90s with a rainbow of neon colors, funky prints, quirky furniture, and a Lisa Frank-esque jaguar mascot named ‘Mischievous’ painted on the wall. Owner Stephanie Housden said the interior was inspired by her teenage self's bedroom, and she loves how it turned out.

Sober AF offers a wide variety of beverages, “with a more expansive selection than your local grocery store or a liquor store” Housden shared. The Chamber’s Board of Directors Chairwoman Kierra Phifer shared, “[Stephanie] is right; this is way better than the one endcap [of Non-Alcoholic beverages] at Total Wine and More.” Phifer herself is six-years sober and was appreciative of Sober AF’s opening.

The overarching message from Sober AF is that ‘no alcohol doesn’t mean no fun’. Each speaker at the ceremony touched on that point as well. It is open for anyone who is sober, sober curious, or just wants to take a night off from drinking. A perfect place for expecting mothers, athletes, those in recovery, and more.

Austin Miller with Theory Real Estate spoke about the building – the first piece of property Theory owned on South Tacoma Way. He was overjoyed that his friends [the Housdens] chose this location to open Sober AF.

Tacoma City Councilmembers Diaz and Scott shared their delight for Sober AF; both congratulating Housden for investing in this area of Pierce County and adding a new element to the f South Tacoma business area.

After the actual cutting of the ribbon, Housden poured some bubbly (non-alcoholic, of course!) for folks to toast and wish Sober AF a long and happy journey.

Please join us in extending that wish and be sure to stop by Sober AF if you want to have a fun night without the negative consequences attached.

If you want to learn more about Sober AF Zero Proof Bottle Shop, you can follow it on social media platforms: Facebook, Instagram, and TikTok. The tasting room is located at 5222 S Tacoma Way Tacoma WA, 98409.

Chamber Board Chairwoman, Kierra Phifer, kicked the celebration off with a brief introduction before attendees heard from CEO & Founder of King’s Dream Business Consulting, Jawan Harris.

Harris reflected on the initial demand of King’s Dream being sourced from its online presence, having only been founded a year before the COVID-19 pandemic. Many – if not all – small business owners needed the support and steadfast help that Harris and his team provides. Since it proved to be a necessity online, Harris knew that a physical location was the next milestone for King’s Dream.
 
Mayor Woodards reminded guests of how important it is for businesses to help other businesses, like King’s Dream, but especially in today’s climate because businesses are finding themselves stuck between a rock and hard place.
 
“I didn’t mean for this to turn so serious, when we’re supposed to be celebrating this grand opening, but I feel compelled to make sure you [Jawan] know just how important the work you are doing is,” said the Mayor.
 
After meaningful messages had been delivered, the ribbon was cut, and attendees were invited to sign the the ribbon and create a future momento for the business. The Chamber was very grateful to be a part of this celebration for King’s Dream Business Consulting. Please join us in welcoming King’s Dream to downtown Tacoma!
 
If you want to learn more about King’s Dream Business Consulting you can follow it on social media platforms: Facebook, Instagram, LinkedIn, YouTube, and TikTok.
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The headquarters is located at 702 Broadway Tacoma, WA 98402.

The David Schroedel Leadership and Advocacy Scholarship is awarded to an individual who exemplifies the Chamber’s core values and has demonstrated a commitment to civic engagement. Candidates for the scholarship are selected based on the following criteria:

• A clear alignment with the Chamber’s mission and values, including a dedication to fostering a thriving business environment.
• A demonstrated interest in public service and a strong desire to engage in leadership roles within the Tacoma-Pierce County region.
• A proven track record of supporting business interests, advocating for economic growth, and contributing to the local business community.

By focusing on these parameters, the scholarship ensures that recipients are well-positioned to make a meaningful impact through the Candidate Academy program and in our community.

Jessica Johnston has been selected as the inaugural recipient of the David Schroedel Leadership and Advocacy Scholarship for their exceptional commitment to community leadership and advocacy.

Johnston currently serves as the Director of Court House Square in downtown Tacoma. She also serves as an ambassador for the Chamber; on the Board of Director for the Downtown Tacoma Partnership as its Vice President & Treasurer; and as a Board Chair on the City of Tacoma’s City Events and Recognitions Committee. Johnson is passionate about many timely issues that our region faces, including government transparency and accountability, small business stability and growth, public safety, and mental health services.

Through this scholarship, Johnson will gain access to valuable mentorship, training, and networking opportunities in the Chamber’s Candidate Academy taking place on Saturday, March 8, 2025. This program serves as a launchpad for emerging leaders, providing them with a deeper understanding of the civic landscape and the skills necessary to drive meaningful change.

“The Tacoma-Pierce County Chamber is dedicated to cultivating leadership that strengthens our community,” said Schroedel. “By investing in individuals who are passionate about advocacy and public service, we are ensuring that our region continues to thrive. We congratulate Jessica on this well-deserved honor and look forward to seeing her impact.”

​Johnson shares, "I am honored to have been awarded the David Schroedel Leadership and Advocacy Candidates Academy Scholarship, and I want to express my sincere gratitude to the Tacoma-Pierce County Chamber and the selection committee for their support. The Candidate Academy has equipped me with invaluable insights and resources that will elevate my leadership and advocacy efforts in Tacoma. I extend a special thanks to David Schroedel for his dedication to developing future leaders.
This scholarship reinforces my commitment to public service, and I am excited to implement the lessons I've learned to drive meaningful change in our community. Thank you for this amazing opportunity!"

Join us in celebrating Jessica Johnston and the future of leadership and advocacy in Tacoma-Pierce County!

There was no single “aha!” moment that sparked our rebranding. Instead, it was a series of insights, challenges, and opportunities that accumulated over time. We began by listening—really listening—to our community, partners, and team members. Their feedback highlighted areas where we could better serve you and reflect the innovative spirit driving us forward.  

We started our journey by defining a group of partners and stakeholders whose insight and guidance would help us evolve in the best way possible. This group included board leaders, executive staff, members of Manufacturing Industrial Council and Spaceworks Tacoma, and marketing members alongside our creative partners at Rotator Creative. With this group in place, we were able to delve into the past, assessing our past and present to then define our future. 

The discovery phase was filled with questions and an active dialogue around what makes our Chamber distinct from others in the nation or similar organizations in the region.  The Chamber has no shortage of history. It is intertwined with the history of Tacoma and Pierce County in such a way that it is almost impossible to separate. As Adam Auter at Rotator noted, “Anthropology, translation, and art – these are the beats that define our story and creative process.” 
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This process gave us an opportunity to identify what makes us unique, what our challenges are, what common misconceptions exist about us, where we envision ourselves in five-to-ten years, and what do the journeys look like of our target audiences.  
“We knew it was critical to get input from as many members as possible, so we developed a member survey to gather data on their perspectives of The Chamber. We also made a point to ask local business owners (some members, some not) their thoughts about The Chamber to gather anecdotal evidence for our work,” said Auter. ​

Let’s be honest: at times, our journey wasn’t simple. With pages of notes and a collection of photographs documenting whiteboards covered with insights, our next task with our partners at Rotator was to translate everything into a seed of truth — a kernel of an idea with a narrative that succinctly answers the “So what?” about The Chamber. 

Throughout the process, every piece of feedback and input swirled around what became our new tagline: Member Powered. The member is at the center of everything we do. To us, membership is not transactional; membership is transformational. To be a member is to work with other members to leverage collective knowledge and influence for the sake of crafting solutions to some of the most complex issues affecting our entire region. ​

Our decision to rebrand was driven by a simple idea: growth. As our mission expanded, we recognized that our visual identity and messaging needed to evolve to match our ambitions. We wanted our brand to mirror our dedication to innovation, transparency, and community. This rebranding isn’t about leaving the past behind--it’s about building on our strong foundation to create a future full of promise and potential. How are we demonstrating that dedication and the idea of a member powered organization moving forward? 
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Representing all of this visually is where the art comes in. There's no formulaic way to convert complex and abstract ideas into succinct symbols. The logo mark developed was crafted with serious intent with colors that ground it in our region, emblematic of our heritage, our progress, and the land and sea upon which commerce flows.  

The arrow shapes allude to the ripple effect The Chamber has on our economy and overall quality of life. And at the core is the member, the focal point of it all in its vibrancy and strength.  

“Together, all of these elements tell the story of The Chamber and serve as a rally cry for the organization to advance forward with confidence,” shared Auter. 
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“I couldn't be more excited for how the TPCC rebrand turned out.  From my perspective, the process Rotator facilitated was exhaustive and incredibly inclusive of all stakeholders –from chamber staff to our members all the way to the board of directors,” said Jon Rossman, President and Owner, Chuckals Office Products, 2024 Chamber Board Chair. “The thoughtfulness that all stakeholders provided throughout the process was incredibly impressive. The results show just how much detail and energy was brought to the table from discovery all the way to the reveal.” ​

​We encouraged open conversations throughout the process. We held numerous brainstorming sessions and feedback rounds. Every voice mattered, and the collective insight helped shape the new identity. 

The design process was a whirlwind of sketches, mockups, and revisions. Each version brought us closer to a visual language that feels both modern and familiar. This meant providing active feedback and engaging deeply with our creative partners through many iterations along the way.  

Not every decision was smooth sailing. Some ideas and strong concepts had to be shelved, while others evolved in ways we hadn’t anticipated. Every hiccup was a learning opportunity, and we’re grateful for the growth that came from overcoming those challenges. 

“Working with The Chamber was immensely insightful and rewarding. Our collaboration with their team revealed just how much they value their members and are invested in their success,” said Auter. “As an organization that is frequently misunderstood, they are involved with so much behind the scenes to advance our region and yet they always keep the focus on the members. It is evident that they lead with pragmatism, empathy, and humility. We came away from the project feeling proud to be a part of The Chamber as members ourselves.” 

“I am proud of the work done by this committee to showcase a brand the Chamber can stand on within this community.  I think there is no doubt that the details this rebrand entails show just how ingrained our chamber is in the roots of this business community,” added Rossman.  ​

We’re excited to host a branded photo wall for upcoming events, thanks to Showtime Photo Booth. Since 2013 and with over 27 experiences to select from, it has been creating fun photo experiences across Indianapolis, New York, and Los Angeles.  
We’re eager to share more details with you, answer your questions, and hear your thoughts. Our journey doesn’t end here--it’s just the beginning of an exciting new chapter, and we’re thrilled to have you with us. 
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Thank you for being a part of our story. ​