Food For Thought
Successful Public
Markets define and nourish their city’s
souls. Certainly Portland is not without a soul, yet we are missing
a link between one of the West’s most livable cities and
some of the most fertile land in the country. That connection occurs
when urban shoppers understand the source of their spiritual and
physical sustenance and come together to celebrate even the most
simple, edible transactions of daily life.
Defining a
Public Market: A daily, indoor, year-round food market that showcases the region’s
bounty with merchants representing the area’s diverse and
authentic products and people: fresh produce, flowers, meats,
seafood, cheese, prepared foods, bakeries,
cafes, and multi-lingual education programs all operated by locally
owned vendors who reflect the true complexion of the community.
Why should we build
a Public Market in Portland?
Because we need a permanent,
indoor, landmark location that will:
- showcase
the full array of our regional foods year-round, seven days
a week;
- celebrate
Portland’s rapidly growing national reputation
as a destination “food city”;
- support our
farmers and producers by vividly promoting their products regionally,
nationally, and internationally;
- educate our
region’s consumers about healthy foods, their
sources, and how to prepare them for highest nutrition
and flavor;
- serve as
a business incubator for local food entrepreneurs ready for
daily sales;
- provide a
forum for information about Portland’s lively history
of public markets and the unique character
of our region’s
agriculture.
What is the vision
for a Portland Public Market?
- Spacious
indoor food halls filled with every conceivable food product
from our region, both fresh and prepared.
- Seasonal
outdoor “day tables” where small farmers can
sell that morning’s harvest while it’s
at its best.
- Community
gathering spaces designed to accommodate educational activities,
entertainment, and private events.
- Programs
for the community that will include free multi-lingual classes
in cooking and nutrition taught
by skilled volunteers, educational presentations for food professionals
and food lovers
alike, wine and microbrew tastings,
and much
more.
- An area of
permanent and changing exhibits on our region’s
agriculture, food economy, signature
products, influential chefs, and historical public markets.
This will include “Sister
City” kiosks with new displays
each season to showcase the indigenous
foods of
those communities.
Who
is behind Portland’s
Public Market project?
For the past five years,
a group of interested civic activists
has united to create
a 21st century Public
Market for Portland,
to fill the gap left when Portland’s
last public market closed in
the 1940’s. Our broad-based
community effort includes farmers,
chefs, architects,
state and city officials, and
many others who feel the time
is right for
a Portland Public Market.
Where will it be located?
We’re
very excited about locating Portland’s Public
Market in one of the city’s
iconic buildings, beautiful
Union Station. Originally
built in 1896 to handle the
daily passenger and freight
needs of the entire city,
the large halls, sheds and
storage areas of Union Station
have for many years been
underutilized; these areas
offer appropriate
space to house
and service
a public market,
including spacious
and convenient loading access
for vendors. It is an ideal
place to
bring residents
and tourists
together: a landmark
building
easily accessed by public
transit, with nearby parking
and proximity
to
a lively retail and cultural
district. Its traditional
use as an active
train station
can coexist happily
with housing
the
Public
Market, as shown by the successful
recent growth of
retail activity at New York’s
Grand Central Station and
Washington D.C.’s
Union Station. The fact that
the city of Portland owns
Union Station gives
momentum
to the idea of its use for
a public purpose like
the Market, and initial conversations
with Amtrak have been cordial
and promising.
What will
the experience of visiting Portland’s
Public Market be like?
Imagine colorful stalls
outside Union Station
heaped with
fruits, vegetables,
and flowers
as you approach
by light
rail, in your
car, on bicycle, or on
foot. Inside, as rail
passengers arrive and depart,
the grand high-ceilinged
main
hall and the spacious
side halls come to life
with
more produce, fresh meats
and poultry
and fish, and
a stunning variety
of baked
goods, cheeses, cured
meats, prepared foods,
condiments, preserves,
bottled sauces,
juices, wines, microbrews—every
kind of food and drink
our region produces.
At the many
ethnic food stalls, traditional
dishes from
Mexico, Southeast Asia,
Russia, and other
nations provide quick
but nutritious meals
and snacks.
Won’t a Public
Market put our farmers’ markets
out of business?
Absolutely not! Farmers’ markets
and public markets
are natural allies.
- Representatives
from local farmers’ markets have been part
of Portland’s
Public Market
project from
its inception,
and we’re
eager to continue
working closely
with them when
the Market opens.
- The high
visibility and ongoing educational efforts of the Public Market
will encourage consumers to spend more of their food dollar
on local,
sustainable foods, which will also strengthen sales at
farmers’ markets.
- Respected
experts in the field believe that public markets do not steal
customers from farmers’ markets,
since food
shoppers tend to visit each kind of market for
different
targeted purchases.
- For every
farmers’ market vendor who may grow into a permanent
space
at the Public Market, a new small vendor will fill that space
in the
farmers’ market. Farmers’ markets
and public
markets form a continuum that grows the regional food
economy.
Won’t this turn
out to be an expensive “foodie” market,
not truly
a “public” market?
From the
beginning
of our
efforts
to create
a Public
Market
for
Portland,
one of
our main
goals
has been to
allow
for
a full
range
of pricing.
In our
view,
a Public
Market
should
be a
place
where
everyone feels welcome
and where
everyone
finds
something
appealing
to buy.
Our Public
Market,
in addition
to offering
low-cost
prepared
foods,
staple
ingredients,
and
seasonal
produce,
will
accept
food-assistance
coupons
and
will
provide free multi-lingual
classes
in cooking
and nutrition.
Our intention
is
for it
to
become
a favorite
gathering
spot
for all
Portlanders,
as well
as a “must-see” for
visitors.
What
are
the goals
for
Portland’s
Public Market in 2007?
- To raise
$150,000 from private donors to support an analysis of Union
Station as the site of
the Market and to allow us to continue our active
advocacy with government (local, state,
and
federal),
neighborhood associations, and other stakeholders.
- To do a feasibility
study of Union Station, taking into account not only the requirements
of
the Market but also the need to share space with
Amtrak and to comply with architectural restrictions
imposed on Union Station by its listing
on the National Register
of Historic Places.
- When the
feasibility study indicates that Union Station can accommodate
Portland’s Public Market,
our next goal is to create a proposal, including
architectural drawings, that will refine the concept
and budget for the project.
- To gather
support for this proposal from all stakeholders and from the
general public.
- To gain approval
for the proposal from Portland City Council and the Portland
Development Commission,
along with their commitment to
fund the deferred maintenance and seismic upgrade already
pending
for Union Station.
What
will building
the Market
cost, and
where will
funding come
from?
We
estimate that
the cost
to build
Portland’s
Public Market at Union Station is only $4-$6 million.
We intend
to raise these funds from foundations, corporations,
and individuals through an aggressive
capital campaign, which will allow the Market
to open debt-free. Once open, the Market
is designed to be self-sustaining through operating
revenues.
Are
there any
hurdles to
getting the
Market built?
City
government will
need to
be encouraged
to make
the renovation
of Union
Station a
top priority.
While no
one wants
to see
Union Station,
a nationally-recognized
architectural treasure,
fall into
further disrepair,
finding and
spending the
necessary funds
is a
task that
the city
still has
before it.
Informing the
public about
the exciting
prospect of
locating Portland’s Public
Market at Union Station will help build the political
will
needed to complete the project. |
