We can leave out the release profile by adding a bit to the portals-pom.
upgrade to latest maven release patterns/use of asssembly plugin
this issue tracks fixing up the parent pom to use more maven conventions.
rev 889502 updates to use the 1.3-SNAPSHOT parent that takes care of release configuration.
The portals-pom 1.3-SNAPSHOT has been upgraded to latest apache-7 pom, everything seems to be working fine.