CONCEPT DEVELOPMENT

SUMMER 2014
The Historic Portland
Public Market Foundation
The mission of the
James Beard Public Market
dba James Beard Public Market
501(c)3, Tax EIN: 26-0070100
222 SW Washington St.

is to operate a daily,
Portland, OR 97204
(503) 208 2071
info@jamesbeardmarket.com

year-round, indoor-
www.jamesbeardmarket.com

Board of Trustees

outdoor venue to
Richard Harris, President
Wendy Lane Stevens, Vice President

showcase our region’s

Janie Hibler, Secretary
Andrew Franklin, Treasurer
Pippa Arend

bounty, to promote
Jim Bean
Pietro Ferrari
Amelia Hard

sustainable agricultural
Greg Higgins
Lynn Loacker
Martin McClanan

practices, to encourage
Gary Roth
Dan Saltzman
Lisa Sedlar

healthy eating, and to

Johanna Thoresz

Committees

provide entrepreneurial
Board Nominating, Wendy Lane Stevens Chair
Building, Richard Harris Chair
Community Advisory Team, Pietro Ferrari Chair

opportunities for those

Events, Amelia Hard Chair
Finance, Andrew Franklin Chair

Staff
Ron Paul, Executive Director who produce and sell the
food we eat.
Lori Warner-McGee, Development Director
Ann Forsthoefel, Outreach and Operations Director
Jennifer Mannhard, Project and Office Manager
 To Market
What is it that makes this place so remarkable?
What defines our food and cooking—climate, soil,
people or culture?

After three decades reveling in the seasonal

bounty of this place we call Oregon—whether
while gardening, cooking or eating— it’s clear to
me that we are very fortunate to reside here. The
region we inhabit has few peers when it comes
to its diverse harvests from our lands and waters.
The quality of these ingredients has nourished a
flourishing food culture on all levels from small
farms to ranchers, food artisans, winemakers,
brewers, cheese makers—the list is seemingly
endless. The result of all of this spontaneous
ferment is a food scene that is adored and envied
nationwide.

Where to now? To market!

All of the world’s food capitals have a feature in

common—a grand permanent market to proudly
showcase their culinary abundance. Vienna’s
Naschmarkt, Borough Market in London, Nishiki-
dori in Kyoto: these places are their city’s pantries
and are gathering places for locals and tourists
alike. Portland’s food scene has come of age and
the time has come for us to open our kitchen
cupboards to all.

“All of the world’s food capitals The James Beard Public Market will provide a
venue to shop, learn, eat, and most importantly,
have a feature in common—a grand embrace and preserve our state’s grand

permanent market to proudly showcase

agricultural heritage. Whether as farmer, shopper,
chef, teacher, tourist or student, there’ll be great

their culinary abundance.”

things for all at the market.......

–Greg Higgins, gardener & chef

MARKET TOWN
Agricultural and culinary heritage

Farmers’ Cooperative 1934, Oregon Historical Society

Why James Beard?

James Beard was a famous chef and writer and
Portland native who helped start the movement
for fresh local food in the United States.
Shopping with his mother at Portland’s public
markets gave him an early appreciation for
Oregon’s culinary riches.

Portland Public Market 1936, Library of Congress Carroll Public Market Street Side 1922-1934?, Oregon Historical Society
 In Portland, a Golden Age of Dining and Drinking
Excerpt from the NY Times

...At first [Portland] was a sort of underground

stop for food and wine lovers who had heard
word of small, fascinating restaurants run by
young, talented chefs serving a bounty of local
produce. It’s underground no more. Portland has
emerged from its chrysalis as a full-fledged dining
destination.

This is a golden age of dining and drinking in a

Le Pigeon at prime time.
city that 15 years ago was about as cutting edge
as a tomato in January. Every little neighborhood
in this city of funky neighborhoods now seems
to be exploding with restaurants, food shops
and markets, all benefiting from a critical mass of
passion, skill and experience, and all constructed
Michael Rubenstein for The New York Times
according to the gospel of locally grown
ingredients.

“Portland has emerged from its chrysalis as a In close proximity is a cadre of farmers committed
to growing environmentally responsible produce
full-fledged dining destination.” with maximum flavor, delivered to restaurants and
to the gorgeous farmers’ markets that dot the
city. There are local fisheries and small beef, lamb
and pork producers. Not far away is the Hood
River Valley, with its myriad fruit growers who
“In close proximity is a cadre of supply glistening, fragile berries and stonefruits of
farmers committed to growing every stripe and color.

environmentally responsible World-class wine is produced in the Willamette

Valley, the center of the Oregon wine industry,
produce with maximum flavor.” just a half hour’s drive away. Portland has six
micro-distilleries making any kind of spirits
you can name and, if you’d like a chaser, more
breweries than any other city on earth. Just as
important is a receptive populace, demanding yet
eager to be wowed.

By ERIC ASIMOV
Published: September 26, 2007
 OREGON BOUNTY
Cultivating community

varieties | Oregon's Land Grant University

oregonlive.com 6/20/14, 10:49
PhotoAMby Joe Whittle Photo by Leah Nash for The Oregonian

egon's No. 1 nut gets better with new OSU varieties

new hazelnuts are immune to the yield-reducing eastern
blight fungus

azelnut is Oregon's official nut. It's no surprise given that

n grows 99 percent of the U.S. crop. Oregon's approximately
owers produced $63 million of hazelnuts in 2012 harvested on
0 acres.

ore than 20 years ago, the future looked bleak. A disease called
n filbert blight was threatening to devastate orchards.

U researchers set to work, crossbreeding tree varieties for

nce to it. They've since released 17 cultivars that are immune.
test contribution was in 2013 with Wepster, a high-yielding,
resistant hazelnut whose smaller size makes it ideal for the
g and chocolate industries.
Oregon's roughly 600 hazelnut growers
rs don't need to spray these new varieties with fungicides –
produced $63 million of hazelnuts in 2012.
at helps their bottom line and the environment. The trees are (Photo by Lynn Ketchum.)
root. A survey found that more than half of the 2,730 acres
click image for larger image
d between 2009 and 2012 were Jefferson, a variety released by
n 2009. Unofficial estimates, however, say the number of new
during that time was 11,000 to 12,000, with more than half
Jefferson.

ces: Polly Owen, manager of the Hazelnut Marketing Board; USDA National Agricultural Statistics Service; OSU
ut breeder Shawn Mehlenbacher.

rch by the Oregon Agricultural Experiment Station.

t this article and other Providing Sustainable Food and Shelter articles (PDF).

ted articles
OSU targets invasive stink bug that threatens valuable crops
OSU canola study informs policymakers amid debate among seed growers
OSU teaches Oregonians to raise honey bees as hives struggle
Cleaner air, lower costs
OSU helps fishermen find healthy stocks of salmon
Ranchers steer clear of juniper risk with OSU's help
Photo by Lynn Ketchum
Forestry students propose new management plan for Oregon public lands
Photo by Deena Prichep for NPR
Oregon's
OSU helps give young roughly
salmon a safer600 hazelnut
commute growers
down the Columbia
produced $63 million of hazelnuts in
Healthier embryonic and(Photo
2012. neonatal diet helps
by Lynn chickens'
Ketchum.) survival
OSU helps state's $16 million cranberry industry float to top
Tiny pest insect casts costly shadow over Oregon’s small fruit industry

“Public markets are often among the most socially
diverse of public places, bringing people of
different ages, genders, races, ethnicities, and
socioeconomic status together for the experience
of food, shopping, and conversation.“
Photo by T-Stop Photography (www.tstopphoto.com) via Foster United (fosterunited.org)
Making Multicultural Places
Excerpt from the Project for Public Spaces
Placemaking Blog
…Public markets are often among the most
socially diverse of public places, bringing people
of different ages, genders, races, ethnicities, and
socioeconomic status together for the experience
of food, shopping, and conversation. PPS’s report
“Public Markets as a Vehicle for Social Integration
and Upward Mobility”, funded by the Ford
Foundation, examined eight markets around the
United States–ranging from weekend farmers’
markets to outdoor flea markets to traditional
market halls–and concluded that public markets
hold special power in communities in so far that
“public markets enhance the potential for social
interaction in public spaces–attracting diverse
income levels, ages, and ethnicities–and thereby
create a sustainable vehicle for upward mobility
and individual empowerment for low-income
communities.”
...
In short, the value of public markets
as multicultural places should not be
underestimated. They bring people with
different backgrounds together while promoting
sustainable food production and offering the
opportunity to launch local small businesses.
“Public markets are valued because they create
common ground in the community, where people
feel comfortable to mix, mingle, and enjoy the
serendipitous pleasure of strolling, socializing,
people watching, and shopping in a special
environment,” PPS research found.
By Courtney Knapp
Published: January 1, 2009
MARKET SITE
Morrison Bridge Head
Morrison B
“Having a year round Public Market would allow
Portland to showcase its local food production
as well as continue to be a leader in regional
promotion of foods and their products. The
Morrison Bridge Space is an ideal location
for such an operation. It is highly visible to
Oregonians and visitors to Portland…and is a
natural gateway to downtown Portland. The
space would provide new opportunities for local
producers of farm products, as well as bring
energy to an underutilized section of town.”

- Food Innovation Center

“It [the Morrison Bridge] is highly visible to

Oregonians and visitors to Portland…and is
a natural gateway to downtown Portland.”

“Highlight the Willamette River as the Central

City’s defining feature by framing it with a
well-designed built environment, celebrating

“Highlight the Willamette River as the Central

views to the larger surrounding landscape,
improving east-west access and orientation and
encouraging a range of river-supportive uses.”
City’s defining feature by framing it with a well-
– City of Portland, Central City 2035 Concept
Plan, Goal K, October 2012
designed built environment.”
MARKET SITE
Morrison Bridge Head

SW 2n
d Ave
Tower
Site
SW N
aito Market
Park Site
way
SW 1s
t Ave/
Market MAX
Site

e
ridg
nB
rr iso SW N
Mo aito
Park
way

Tom McCall Waterfront Park

 Safe Pedestrian Access
The Morrison Bridgehead site, with its easy access to bus and
LLOYD DISTRICT light rail service as well as approximately 1,200 public and
private short-term parking spaces within blocks, is an ideal site
for the Public Market. The County’s recent improvements to
the pedestrian and bicycleSouthaccessibility
Market on the bridge ramps

CENTR
e
Hall Site Morrison Bridg
makes the approach to the Public Market safe for people

AL EAS
“OLD TOWN” coming from both downtown and the eastside. Printing Press
SW Naito Parkway
DISTRICT Park on First Avenue will be enhanced by new pedestrian

SIDE T
SATURDAY activity through the area, and will add to a rich and dynamic
MARKET
pedestrian experience.

PUBLIC Enhancing SiteTomOpportunities

McCall
Waterfront Park
MARKET This multi-purpose site has two distinctively different anchor
development opportunities. Blocks 1, 2 and 39 represent a
ESPL

rare opportunity in Portland’s Central Business District with

A

DOWNTOWN
NADE

RETAIL DISTRICT SALMON

three contiguous blocks under single ownership currently
LOOP

SPRINGS
FOUNTAIN
developed with surface parking. Development constraints are
equally unique given the impact of the Morrison Bridge ramps
and the requirement to maintain access for ongoing mainte-
nance and potential future replacements. The Public Market is
The Public
The PublicMarket
Market will Morrison Bridge Ramp to Naito Pkwy
become the hub and the ideal anchor development for this portion of the site. The
will become the hub
connector to the surrounding infrastructure and support needed for the market will require
and connector to the minimal disturbance to the North subsurface and elevated bridge
cultural, social and
surrounding cultural, economic Market

districts. structures. The Public MarketHallwill Siteactivate the site seven days
social, and economic
28 districts. MELVIN MARK
COMPANIES
MARKET PROGRAM
Street Level Morrison Bridgeh

Existing New
Office Tower !
Tower Project Ground 45,100 sqft
Second 35,000 sqft
Basement 12,900 sqft
Total 93,000 sqft

SW 2n
d Ave
Sto
3,3

Storage

SW Stark
South Market Hall Plaza & Mobile SW 1s
t Ave/
Vendor Stalls MAX
M

St
1

Storage

SW
Nait North Market Hall
o Pa
rkwa
y Plaza

Bridge supports for

Morrison Bridge above South Market Hall
Ground floor 22,750 gross sf
60 Stall Modules
Tom McCall 9,700 net sf
Waterfront Park
studiojeffreys + KASA Architects
MARKET PROGRAM Mathallen Oslo
Examples from Mathallen, Oslo

Mobile vendors
studiojeffreys in Brugge, Belgium
+ KASA Architects case study 4
MARKET PROGRAM
Mezzanine Level Morrison Bridgehe

Existing New
Office Tower !
Tower Project Ground 45,100 sqft
Second 35,000 sqft
Basement 12,900 sqft
Total 93,000 sqft

SW 2n
d Ave
Storage
Storage 3,324 gsf

SW Stark
Restaurant
Partner SW 1s
Offices t Ave/
MAX
Market

St
18,875 g

Storage
SW Demo Kitchen
Nait & Event Space
o Pa
rkwa Plaza & Mobile
y Vendor Stalls
Market
(below bridge) Offices
Plaza Lo

Tom McCall
Waterfront Park
South Market Hall
Ground floor 22,750 gross sf
60 Stall Modules
9,700 net sf

studiojeffreys + KASA Architects

MARKET PROGRAM Mathallen Oslo
Examples from Mathallen, Oslo

Mathallen Oslo
studiojeffreys + KASA Architects
James Beard Public Market
case study 7

• Two iconic market halls

• 100-120 vendor stalls
• 350 green jobs
• Teaching kitchen
• Event venue
• Sustainable deliveries
• Local economic growth

studiojeffreys + KASA Architects

CONCEPTUAL LAYOUT
!
Ground
Second
45,100 sqft
35,000 sqft
Ground Floor Concept
Basement 12,900 sqft
Total 93,000 sqft Outdoor
Outdoor
Storage
Storage

Recycle Recycle

Storage Storage
3,324 gsf 3,300 gsf

Market Hall Market Hall

18,875 gsf 18,450 gsf

Stalls Stalls

Plaza Lobby Lobby

South Market Hall North Market Hall

Ground floor 22,750 gross sf Naito Parkway Ground floor 22,350 gross sf
60 Stall Modules 60 Stall Modules
9,700 net sf 9,500 net sf

studiojeffreys + KASA Architects 19

CONCEPTUAL LAYOUT
!
Ground
Second
45,100 sqft
35,000 sqft
Second Floor Concept
Basement 12,900 sqft
Total 93,000 sqft
Views to First Ave Views to First Ave

Cafe / Cafe /
Exhibitions Exhibitions
m bridge bridge m
1,300 gsf 1,300 gsf
Vendor break Catering Kitchen
w room 1,050 gsf w
1,100 gsf
Chair/table storage
Private Dining Demo kitchen
Market Admin Offices
Open Open
Kitchen
to to
!
980 gsf
below below
Event/Function space 3,700 gsf
Restaurant 4,660 gsf
!
Mercantile
2,650 gsf 200-seats
5,750 gsf
Business Center

Pre-Function bridge
Pre-Function bridge Balcony

Views to park & river Views to park & river

South Market Hall North Market Hall
Second floor 17,700 gross sf Naito Parkway Second floor 17,300 gross sf

studiojeffreys + KASA Architects 20

INSPIRATION
Torvehallerne Copenhagen Granville Island, Vancouver BC
Torvehallerne, Copenhagen Milwaukee, Wisconsin

TorvehallerneCopenhagen
Torvehallerne Copenhagen
Case study 9

studiojeffreys++KASA
studiojeffreys KASAArchitects
Architects Case study
Case study 9 9
INSPIRATION Mathallen Oslo
Mathallen, Oslo
VISION TO REALITY
Grand Opening Spring 2018
First to Market!

Portland, after leading North America in the

quality and quantity of its public markets, is
ready again for a permanent, year-round, indoor/
outdoor market that captures the essence of
our culinary heritage and culture. An ever-
2014 2015 2016 2017 2018 increasing number of citizens from all walks
of life have rallied in support of the Market’s
mission and we want to sincerely thank them for
their early commitment. But they alone cannot
Concept Development will the Market into existence. This community
effort requires you, your friends, neighbors and
Budgeting colleagues to help Portland realize its unique
culinary and agricultural status while reconnecting
Community to the city’s rich history of public markets.
Summer Outreach
2014 Make a tax-deductible, secure donation online
Building Design at jamesbeardmarket.com or contact us at
info@jamesbeardmarket.com. You’ll create a
public gathering place for people from different
Fall 2015 Construction ethnic, cultural, and socioeconomic communities
coming together for the common experiences of
savoring great food, music and conversation. Your
Fall 2016
Grand investment will create a true public market that
Opening will increase access to fresh, healthy food, play
Fundraising Spring 2018 a key role in promoting public health goals, and
stimulate the economy for local businesses and
residents.

Whether as farmer, shopper, chef, teacher, tourist

The mission of the James Beard Public Market is to
operate a daily, year-round, indoor-outdoor venue to
showcase our region’s bounty, to promote sustainable
agricultural practices, to encourage healthy eating,
and to provide entrepreneurial opportunities for
or student there will be great things for you at the
market.
Thank you for your gift, for helping the
community reap the benefits of a permanent
public market on Portland’s waterfront, and for
your understanding that healthy food grown in a
sustainable manner is a fundamental right for all

those who produce and sell the food we eat.

of our citizens.
VISION TO REALITY
Living in Oregon for almost 50 years has given
me a deep sense of place and an appreciation
of our rich seasonal bounty. The abundance of
u-pick farms and the availability of wild game,
fish and berries, has formed a strong bond
between the land and the community that’s
shaped our current food culture.

Over the years I’ve enjoyed traveling overseas

and exploring other culinary areas, but it has
made me realize Oregon is the exception and
Parking Lot
not the rule—it is truly one of the greatest
culinary regions in the world. With the fertile
Willamette Valley right in our own back yard,
the fast turn-around time from the field to the
kitchen is the dream of any cook.

Public Market
A year-round indoor public market will be a
showcase for Oregon’s culinary products, where
cooks can shop, children can learn about healthy
cooking and sustainable food ways, and family
and friends can join together in the celebration
of food.

–Janie Hibler, James Beard Public Market Board

Help transform three

parking lots into the heart
and soul of our region’s
food economy!
Wroclaw, Silesia, Poland
 222 SW Washington St
Portland OR 97204
(503) 208 2071
jamesbeardmarket.com