Dipping in to JazzFest

Sometimes being a consultant and researcher needs to be combined with more hands-on experience in actually making something or serving customers to remind me what market vendors or staff have to do and how I can help to find or create resources for them. When I feel that way, I take myself to a market or to a farm or an artist’s workshop or store to help. This last week, I was able to do just that and to experience the first weekend of the massive New Orleans Jazz and Heritage Festival’s 47th year, 45 of them held at the Fairgrounds in the Gentilly neighborhood. For just a little while, I became a dipper for La Divina Gelateria.

I first met gelato wizards Katrina and Carmelo when they applied to become vendors at the Uptown farmers market in 2006 or so. We knew that they weren’t likely to stay forever as vendors, but their locally sourced ingredients, business savvy and wide set of connections around New Orleans made them a good choice to become a short-term vendor, especially in those post-levee break times. See, many of our vendors had not returned yet but we did have thousands of repairing residents and first responders greedy for any sort of authenticity and regular activity flocking to our Tuesday market. We thought LDG’s energy would be helpful in those months, and it was.

They quickly moved from their umbrella spot to a few storefront locations around town, but remained regular shoppers at the markets and supporters of the organization, even selling our market t-shirts in their stores for a while. I follow them on social media and try to catch up with Katrina whenever possible, so when they let the universe know they were searching for volunteers to work their stand set up next to the Fais Do-Do stage, I emailed her. She wrote me back right away offering me a spot on the first weekend for 2.5 hours and the chance to attend the rest of the day for free (JF costs 80 bucks a day to just get in the door!) along with the use of their own locked port-a-let and tent area for crew members to hang out when not working (don’t laugh-people would pay large amounts of money to get those added items if they could.)

Food

The festival has dozens and dozens of selections of the best food in town, some of which is only available during these 2 weekends.That is because even when some of the city’s classic restaurants close, they hold on to their spot out at the fairgrounds to continue to sell their items to appreciative audiences; it helps that the festival actually has a “no carnival food” policy to guide their choices and maintain the quality.

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The yellow booths all over the map are the food booths

I well know how the festival food staff was instrumental in 2006 + in getting some of their hardest hit vendors back to the festival, doing what they could to help those struggling by finding them kitchens to work from and (rumor has it) even assisting with resources when possible. I heard about the encouraging calls from the festival staff that made a great deal of difference to many of those who lost their homes and businesses and were done without any expectation of a return by those vendors or to gain any publicity for their actions.

What everyone does know is that the presentation, food handling and prices are managed extremely well by the festival’s food staff and by the vendors who work from the extensive rules and suggestions of the festival staff. If you follow me on Facebook, you might have seen my post last Saturday about the connections between the market and the festival:

…The relationship between JF and CCFM has a long history, starting with the excellent food handling experience that the Fest food staff shared with the market (which allowed the market to write one of the best risk management systems of sampling, temperature controls and product handling of any market that I have seen) and also included a few staff who worked at both the Fest and the markets, and a whole era of food demonstrations in the Grandstand area from market vendors back in the day. …

(I maintain a tattered hope in finding a funder interested in letting me uncover best practices of fairs and festivals to build the professional skills and organizational capacity of farmers markets in areas such as production, sponsorships and educational activities- if so, certainly this festival’s experience would be one of those selected.)

Anyone can see that being a food vendor at a festival that attracts 60,000* people per day on a slow day and double that on a big day and runs for 7 days over 2 weekends requires some planning, effort and some sleepless nights.

So LDG’s tent became my workplace for a little while last week. They offer 8 kinds of gelato under a double tent, close to the main walkway that meanders around the infield.

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This is owner Carmelo on Day 1 at his tent, telling food writer, radio and tv host Poppy Tooker that the espresso machine was malfunctioning and the affogato was not ready to go yet. She was clearly horrified but gracious about the lack of espresso since she gladly came back the next morning.

 

Once I got in the tent, Katrina gave me a 2-minute tutorial on where to stow items, what each person would be doing and what was being offered that day.  The flavors were: Milk chocolate, butter pecan, cookies and cream, creme brulee, red cream soda, strawberry balsamic, azteca (spicy) chocolate, and salted caramel. She told me to pull 3 full scoops each time and how to know if it was to be in a cup or cone. She explained the precise actions that would happen for each order.

I was assigned as a dipper, standing next to the other (more experienced) dipper on a tiny platform (that I almost stepped off 2 or 3 times without noticing ) with my back to the cashiers but within earshot and sight of my expediter. The platform is necessary cuz the cooler is raised off the ground (per food storage guidelines),  allowing the machinery to work better on the grassy infield which also means water intake from flooding is less of an issue in case of rain (as happened on the first Sunday, delaying opening of the festival for 3.5 hours.**)

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Owner Katrina working as a dipper when it got very busy during a shift changeover.

The other dipper did 60-70% of the orders as her cashier was nearer to the list of flavors and mine was sitting in a camp chair which made her hard to see when you walked up. However, she made up for it with a flair for customers and energetic calls to those standing out front and for orders ( “Come on up folks! Order here.” “AFFOGATOOO AzTECa please!”  “Twooooo milk chocolate cones please!” )

My expeditor was a young woman visiting New Orleans, there to be an intern for a season for local community initiatives. She was excited about the opportunity to get into JazzFest, able to help a local business and was a hard worker.

I did fine for the first 2 hours keeping up with my minimal orders without problem. Then, the crowds came. Interestingly, even though the gates open at 11 or 11:30 each day, thousands of attendees don’t arrive until well after 3 pm even though the stages shut down by 7:25 pm with no exceptions. The biggest names draw those who only come for their show and who don’t care to wander the grounds seeing what else is available at the 11 other stages and the dozens or so craft and demonstration areas. (I know- it makes locals crazy.)

So my last half hour the orders came fast and thick and still, for the most part I kept up. The other dipper had explained how to place a cup or cone as each order was called at the flavor asked for and then dipping each and handing to the expediter. All went well until a slew of affogato-style cups came which meant each time the expediter had to leave the area and walk across the tent to the espresso machine, waiting for the shot to be added, then to walk it back to the customer. As a result, I had to dip each regular cup or cone, step off my platform and hand it to the customer myself. It mostly went fine but I give my expeditor lots of credit for helping me catch up when she got back.

Other more experienced staff were also on hand to help,  watching levels of gelato, switching out them quickly between orders and cleaning the scoopers as needed in the 3-part set up for washing, rinsing and sanitizing.

Still, except for a few that I missed hearing and delayed in getting out for a minute or two, my expeditor and I  did fine and the good news is once that person gets their gelato in hand, all delay is forgiven.
When Katrina thanked me and let me go, I was grateful to have done the shift and even more grateful that I had not impaired them too badly on my initial run. I learned the complexity of a simple gelato cup and the teamwork it takes to make great food happen on a grassy area of a festival.

(Next week: I’ll be holding down the fort at my pal’s St. Charles Avenue shop while she vends at the Contemporary Crafts section of JazzFest.)unnamed.jpg

*From Wikipedia: Record single day attendance was 160,000 for the Dave Matthews Band and Mystikal on Second Saturday, 2001. Elton John in 2015 probably drew 130,000+, and that’s the only other time they’ve passed 100,000.  The old record was 98,000 on Second Saturday in 1998, when Jimmy Buffett headlined.  Typical attendance is 60,000 on a weekday, 80-90,000 on a weekend.

 

** Sunday: torrential rain and tornado warnings delayed the opening of JF until 3 pm and left the vendors camped out in the Grandstand building, hoping the water would not make it in their tents. Some of these folks were not so lucky..18222686_10154661461639366_739334513336050751_n.jpg18194856_10154661461674366_793755088390801239_n.jpg

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Props to a seed carrier

….In the heart of the feminine nature of Seed Carriers lives the instinctual calling to be intentionally aware of the essence and influence of every thought and emotion, of each spoken word and action taken. Our personal and collective future – all that comes to be – grows out of our here and now choice-making.

So what do you want to be seeding…
…in your life?
…on the earth?
…for the generations to come?

Copyright © 2011 JoAnne Dodgson


A friend left us this week. True to her life, the news was quietly passed from friend to friend with everyone wishing they could talk with her just once more and could smile at her, thereby passing joy back to her. We were all flabbergasted that she was the one who was taken, as she was a healer with a very strong life force.  But as sherecently said  in her gentle way:

We’re all going to get something.

I don’t have to be the impervious, always healthy Tai Chi teacher.

I am simply a human being.

That illness should not define her – even her passing –  so I won’t focus on it except to say she handled it with courage and grace and love and used it to share her very personal but teachable moment to us all.

Marilyn Yank. That is her name. I always liked her name. It suited her: a bit formal yet graceful with a strong old-world finish.

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Photo by Cheryl Gerber for Gambit

I met Marilyn when she moved to New Orleans with her partner, Anna Maria Signorelli. Anna Maria was a New Orleanian and they moved here partly because all New Orleanians are unhappy when away from here, and partly because Marilyn had taken over the care of her ailing father and the Signorelli family was here to depend on. And the weather was warm and sunny and moist most of the time and the two of them were deeply dedicated to farming the land. Maybe there were other reasons too that I am unaware of that mattered. They had come from Austin where Anna Maria had taken the helm of the Sustainable Food Center after its dynamic founder had moved to policy work. Marilyn was working on the La Cochina Alegre project there and a team was born. I remember Marilyn told me they lived in a tent together while learning sustainable farming in Santa Cruz and once they made it through that, she knew they were partners.

Once back here, Anna Maria was immediately in her element.  I assume that she was like that when they were in Austin too cuz she is a powerhouse especially (as Marilyn always observed) when she has a team around her. Marilyn took it slow, marveling aloud as only she could about the intricacies of life here and her partner’s large Sicilian family’s wonderful togetherness. We met because a mutual friend, the thoughtful Max Elliot for those of you in urban agriculture here, in Austin, or in Shreveport, helped them put together a small group of activists to talk about building a network for food and farming in New Orleans.

We had a few meetings in Marilyn and Anna Maria’s meditation center, AMMA, so named for their combined names and the word for nurse or spiritual mother. We sat cross-legged in a circle and talked about our visions and beliefs and then after a few meetings, a few of us got a little antsy and asked if we could meet in a more active space. I remember Marilyn being fascinated and bemused by the request as her activism was rooted in her quietness and centeredness. Her movement work was also illustrated by a story she told me of the people in an Asian country who had firmly and publicly set the goal that they would become a society totally absent of violence – in 1000 years. The point was that every tiny and personal step they made towards that goal now  was meaningful, and to expect total success in one’s lifetime laughable.

I also remember  when Marilyn asked me to coffee at the fair trade coffeehouse after those first few meetings and said to me with what I came to know was her very direct but gentle way of asking a question: ” I have been wondering about you since we met. Do you mind?”

I did not mind and we bonded. Turns out she was originally from Detroit. I thought I recognized the steel backbone of a fellow rust belter under her beloved Southeastern desert style. Unlike many here, it didn’t really matter where she was from as her presence came from her embrace of the small shared whatever right in front of her – the moment, garden, food item, gesture, idea, linking it easily to the gigantic: her quiet assessment and acceptance of humanity’s and the natural world’s pace.

Her Little Sparrow urban farm was a turning point in the city, both in its description of the vision she had for it right there on the board on front and its urban market box program, the first of its kind around town.  There was an open invitation for people to carefully pluck food from its constant profusion of well-tended food and beauty although she encouraged some wildness to flourish on its edges too. The tropical climate got the best of her at times as a farmer and she was justly impressed by her dear friend Macon’s skill in growing food in this brutal climate, constantly championing  his patience and knowledge as a grower to anyone who would listen. Many growers directly owe their experience to her willingness to share hers as she would always credit her teachers like Macon’s willingness to share theirs.

With a group of around a dozen others (the aforementioned Max as the nucleus), she and Anna Maria built a lasting network of food and farming leaders, myself and Macon included. The work to grow this network of activists took years and could take pages here to recount my personal observations of her and Anna Maria’s resolve to see it happen. Sooner or later, just about everyone else involved in the founding either gave up or moved on to other work, except for Marilyn. She stayed in it as long as she was needed and as long as she thought she had something to offer.  In some form, that entire group owes most of its interconnectedness to Marilyn directly. Most of those founders are still honored colleagues of mine and some are also close friends, but all of us certainly remain fellow travelers who gladly remember those days  when we meet up again. I’d like to thank her again for her dedication to the group and the idea.

Even after I moved away from assisting directly with the work of the New Orleans Food and Farming Network that our little group had realized, she and I reconnected regularly and when we did, her stories were always of a lesson learned or a description of the path of a karmic connection that had been experienced since I had seen her last. Some were very personal and painful. I found that I easily shared more of my deepest thoughts and fears than I did with most others, maybe because of her reciprocity or because of her abilities to see without judgement, or at least to recognize the judgement and to self-correct. Or maybe because she expected kernels of truth and revelation as the unspoken agreement of friendship.

One of the best times I had with her and Anna Maria was recent: during the Louisiana floods of 2016, I wrote them because I knew they had moved to that farming area affected away from the city. She immediately wrote me back, telling me their house and property were indeed in the path of the rising water, so they were in the city until they heard. Would I have dinner with them? I did and we laughed and shared updates and drank glasses of wine and laughed some more. As we parted, the text came from their neighbors that the water had stopped rising only a few inches from the top step of their raised home so they were going to be okay. After sharing their relief, I thought about how they had been totally present and joyful all evening, never seeming to worry about their looming crisis.

As soon as I heard the news this week, I had a strong impulse to go out to a quiet green space and find a dandelion clock to blow its blossoms to the wind.  It struck me as I explored that thought that the dandelion is a flower, but a tough little one, with healing properties carried by the wind to the most unlikely places. Marilyn, you went far and wide and added much nourishment; carry on. I certainly will, using as much empathy and humor as I can muster, in honor of Marilyn.

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Bring your food waste to the library for composting

Food waste collection programs are being phased in at New Orleans public libraries.

I’m glad they also mention Greenmarket and their innovative compost collection program. What is significant about the NYC market program is that Greenmarket does not occupy their market spaces constantly, so managing programs like composting require added logistics for the staff.

In data collection terms for markets, this program can be measured for its ecological, economic, social and intellectual capital benefits.

Bring your food waste to the library for composting: Yes, really | NOLA.com

Patron saints of food, Mardi Gras style

Monday the 27th and Tuesday the 28th of February are the final days of two months of Carnival in New Orleans this year, which means it has been a particularly  long season! The season always begins on the Feast of the Epiphany, January 6th and ends the day before Ash Wednesday, known as “Fat Tuesday” or in French as Mardi Gras. This is because New Orleans essentially remains a Catholic city and takes Lent (more or less) seriously. Lent of course is the religious season to prepare for Easter.  The date of Easter changes because it is literally a “moveable feast ” (feast meaning religious observance, not food party!), linked to Passover which changes based on when the Passover (Paschal) full moon falls. (Wonderful to  see how many religious and secular traditions are based on the natural world’s rhythms..)

Today,  I am highlighting the local work of Dames de Perlage (Women of Beadwork) who used the theme of “Patron Saints of New Orleans” for their 2017 krewe. Each member spend their nights and “off-time” throughout the year designing and beading a new beaded corset and headdress and making the relevant costume based on the theme they choose after the previous Carnival. Each corset takes 150 or so more hours to make each.  This krewe marches with brass bands in a few parades and are a delight to see in person.

Great podcast with one of their krewe members describing the work they do and how parading works for those unfamiliar with them. Many of the riders and marching groups craft their throws and costume work in community get-togethers over the year. Pride in handmade items remains a vital part of the New Orleans culture as does the tradition of handing down skills.

These are some of the “saints” beadwork that I chose because of the connection to food and farming:

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Dan Gill, our longtime Extension Agent for Orleans Parish (county) and now a writer and radio host. answering everyone’s horticulture questions.

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This is amazing beadwork and costuming highlighting a Carnival/spring tradition: crawfish boils!

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The great chef Leah Chase is honored for her many contributions to New Orleans food and 7th ward culture. That is an excellent likeness of this great woman.

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This is my favorite one, and just coincidentally made by my pal Rachel. This is St. Satsuma which honors the citrus we see at markets starting in October and ending this week or next.

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Chef Paul Prudhomme, patron saint of jambalaya!

Crescent City Farmers Market programs give free food to mothers 

My home market organization continues to pilot new ways to include at-risk populations into their community. The staff shared with me that they studied the Sustainable Food Center’s work in Austin TX with CVB to design their pilot. This mock program will lead the state into seeing how WIC families benefit from markets in terms of social and intellectual capital as well as increasing their regular access to healthy food.

(The article seems to state that CCFM has been doing SNAP redemptions since 2008; actually it has been accepting EBT cards to redeem SNAP benefits since 2005 and doing market matches on different programs since before then, including a seafood bucks program and a FMNP reward program for seniors to spend once they spent their FMNP coupons. The incentive added to SNAP has been a program in existence at the market since around 2008.)

Market Umbrella deserves credit for its continued innovation and the staff and board’s willingness to constantly explore ways to increase their markets’ reach.

Crescent City Farmers Market programs give free food to mothers | NOLA.com

Helen Hill

Today is the sad anniversary of organizer/writer/filmmaker Helen Hill’s murder. New Orleanians, Canadians, South Carolinians, Californians and a slew of other oddballs and creative types are thinking of our dear Helen today.

Helen was daughter, sister,  mother, wife, friend. Her murder sent shock waves through dozens of communities that many will never recover from, partly because there was not a more loving or angelic human (although with a sensible streak of mischief when needed) than Helen. Partly because in true New Orleans fashion, the police never even turned up a suspect. Partly because her work was stopped, work so important that it has since been added to the Library of Congress’ National Film Registry.

Helen and her husband Paul came to me because of food, so that’s why this is here. I became active in the local Food Not Bombs actions which they had helped to “organize” or more appropriately, to encourage.  I had many fascinating conversations with them about tactics we might employ to be able to wrest food scraps from stores, including from Whole Foods. That conversation was ongoing because I worked there part-time, along with my other then part-time job at the farmers market. (That’s not as odd as it seems now because that WF location’s beginning actually predates the Austin behemeth’s ownership, back when it had been a New Orleans-only coop called Whole Foods Company. Even after the corporation bought it, it remained a funky local treasure, so my working there and at the market at the same time for a short time was not that farfetched.)

Their vegan potlucks were legendary, as were her vegan tea parties. Paul and Helen also knew my market boss, fellow vegetarian activist Richard McCarthy, and through him had begun to bring their pig Rosie to our market events. I remember once Helen called me before a scheduled visit to ask details as to where Rosie would be set up; turns out she was worried that Rosie would be within sight of meat vendors and would be distressed. I was at first amused, thinking she was slightly joking, but of course she was not. Sobering up, I assured her that every precaution would be taken for Rosie to be happy and comfortable that day. Forever after, Helen treated me as Rosie’s protector.

I was thrilled like many others when news came of their return to New Orleans after Katrina. Helen had asked many to send postcards to Paul to convince him to return. Happily, he did; sadly, that return was so very short.

This link is to a film Helen made for Rosie about her genealogy. This one is about the life of chickens, a motif  she often used  in her art.

From her award-winning film Scratch and Crow:

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There are dozens and dozens of tributes to Helen, but viewing her films and hearing about her Poppy growing up under the wise and gentle hand of his father is the tribute she’d like  most of all. So please enjoy and share her lovely films whenever possible.

 

 

 

 

Thanks, 700 Magazine Street

New Orleans-In 2016, Crescent City Farmers Market announced that the flagship Saturday morning farmers market – held at the corner of Magazine and Girod since 1995 – would need to find a new home by fall. As the new market era at Julia and Carondelet begins, one-time market staff and long-time shopper Dar Wolnik looks back on the muraled parking lot.

 

The circa 1991 mural of a coffee wagon heading to a small town store and Reily Foods’ Boatner Reily’s prized chinaberry tree set this parking lot apart from others in the CBD.

 

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The original mural. This part has since been destroyed by the developers.

 

In 1995, two of the Crescent City Farmers Market (CCFM) founders – the recently departed and sorely missed Sharon Litwin and the geographically departed, sorely missed, but still kicking Richard McCarthy – realizing its potential for their upcoming market arranged to meet with the Reily Foods patriarch. Richard often shared the story of how when he completed his pitch, Boatner asked how much money he was requesting. Richard replied, “I don’t want your money, I want your parking lot Saturday mornings.” Reily was reportedly charmed by the request and gratified that his new mural and the carefully tended tree would serve as the host for this idea. Their handshake agreement lasted for 21 years until Boatner’s passing.

The lot and mural were attached to a one-story garage used on weekdays by the Reily Foods employees.

 

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The garage mural and the garage as seen from Girod Street. The Magazine Street entrance to the parking lot is to the middle right of the photo. There is also a mural on the wall to the left of this photo, some of which was preserved by the developers.

 

The warehouse district used to be full of buildings just like it, but just like this one’s fate in the very near future, they were torn down for shiny, much taller buildings. The garage has a large central space where the rainy day markets were held, with storage rooms around its edges and an off-limits parking area at the back.

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Inside the garage

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The flower ladies stop for a quick discussion on an “inside” market day.

 

The inside garage was affectionately nicknamed “Little Calcutta” for the humidity and humanity it contains when used by the market, partly because it was only used on rainy days.  One of the larger garage doors hadn’t opened since early 2005; it’s an old sliding doorway that used to be opened for needed airflow and an added entry but after a while, the track became rusted and trash-filled and the market vendors learned to avoid market staff when we went to get help to open or to close it.  Certain spots in the roof would drip during heavy rains and vendors learned to set up just to the right or left. We actually marked the floor to make it easier until finally, the roof was repaired. I think actual lights were added then too, all of which made it seem like Santa Claus had finally stopped by to reward our good behavior. Or maybe it was that we just got around to asking the owners for those things. Sometimes it’s hard to know what and when to ask for when a place is offered free of charge and comes with donated cans of coffee too.

Certain spots in the roof would drip during heavy rains and vendors learned to set up just to the right or left. We actually chalk-marked the floor to make it easier to know how to avoid the deluges until finally, the roof was repaired. I think actual lights were also added by Reily Foods then too, all of which made it seem like Santa Claus had finally stopped by to reward our good behavior. Or maybe it was that we just got around to asking the owners for those things. Sometimes it’s hard to know what and when to ask for when a place is offered free of charge and comes with donated cans of coffee too.

We used to dream of spiffing up the garage by whitewashing the walls and adding murals or posters, but as we say here, then Katrina happened. No other explanation should be needed.

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This was the newer storage space.

The storage room used by the market was a loose description of a room at all, and had a lock on the door that probably could have been broken by an excited m dog jumping up on the frame. It also came with an air shaft/skylight in the middle of the room that supplied the only light in there. Sometimes it was better to work in the dark so that whatever critters who lived in the gloom could not be seen. I still shudder thinking about it. The current staff doesn’t believe me when I tell them that this storage space was a step up from the previous one that we finally had to evacuate. Once out of the old space, I don’t believe anyone has ever entered it again.

The outdoor lot was the true home of the CCFM though. The Girod side was open to the sidewalk with only an asphalt dip and some yellow parking barriers between. When the market was at its largest size (summer 2004-2005) vendors had to set up facing the sidewalk on that side. We found that asking farmers to squeeze into spaces with their tables touching or almost touching their fellow vendors tables was a tricky and delicate undertaking and that it was often easier to ask them to fill secondary space. I am sure that is no surprise to any market manager.

The other two sides of the lot contained the mural which became the gorgeous backdrop to the market.

In pictures, it offered an unrealistic sense of the size of the market and I often saw visitors who came to pay homage a little disappointed at the size of the actual market. I’d approach them and introduce myself and almost invariably get the “It’s…smaller than I thought it would be.” The mural could also be a point of tension as the market organization was tasked with its protection during market hours, leading to constant reminders to vendors who liked to lean things against it. The wall made the spaces right below shady for some hours, which was welcome in the summer but not in the winter. Funny to watch people congregate in different places in the market depending on the season, just like cats searching for that spot with the perfect amount of warm sun or cool shade.

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The small size of the lot meant that vendors had to “offload” their products, using the ancient, creaky Reily hand trucks or by carrying items from the vehicle one armful at a time to their tables outside. In the early days, everyone used umbrellas and one of the green, handmade tables supplied by the market making the overall site colorful and human-scaled. Once 10’ x 10” pop-up tents became available, vendors began to use those instead and a sea of white became the dominant sight. That is until the number of vendors increased and led to fights about tent poles intruding on the neighboring space and as a result, vendor tents had to be done away with although the market itself still used them for their activities. Umbrellas returned, the mural was front and center again and vendors spent many successive mornings constantly readjusting them to maximize the shade and to secure them from gusts or from wildly gesturing shoppers. I know that Richard was secretly pleased by the loss of tents, as he was always obsessed with the visuals of what we were presenting. He found umbrellas so inviting that he even renamed the organization Market Umbrella when we left Loyola University and our ECOnomics Institute name behind in 2008.

At its maximum in those years, the market welcomed a few thousand shoppers during its four hours of sales that offer a stage for successive casts of characters. Like most long-standing markets, the opening hour of 8 a.m. was for those seasoned shoppers who knew where to park, what they wanted to buy and how to get the heck outta there before the perusers came at 9 a.m. Those second-hour folks liked to chat, stick around a while and usually bought what was most appealing on that day or recommended to them right then by their friends or their favorite farmers. They grumbled about parking a great deal. After that group headed to the next cultural outing of the day, the service workers and other late-nighters slowly showed up. The number of bikes locked on all available posts and groups of bleary-eyed socializers squeezing into any available seating were good indicators of the 10 o’clock hour starting. In the last hour, one saw some tourists, those new to markets as well as a few hard-core regulars who like many New Orleanians simply do not get out of the house until around the lunch hour.

Many more subgroups, special guests and even some “bad pennies,” all of whom made that space sparkle and hum every Saturday morning for 21 years, could be studied there as the sum of the social capital created by the market. We market staff often took the time to do just that, either from the vantage point of the low Reily building roof across Girod or while standing across the street on Magazine.

We valued that space so much that, as we began to design our fair trade/handmade market in 2002 that we called “Festivus, the Holiday Market For the Rest of Us,” we never questioned setting it up there, in the middle of Girod Street in years 1 and 2 and then on December Sundays in the same parking lot for years 3, 4 and 5 of Festivus’ run. Festivus was meant to drive sales to our farmers market during slow December and to allow our organization to move the dial a little more on the artisanal/entrepreneurial movement around us. Using the same lot for a new seasonal market meant we had freedom to design it differently and to include more wacky ideas than we could squeeze into our regular market. Many people still stop me from reminiscing about the Office of Homeland Serenity, the Grievance Pole, and the Flattery Booth or some of the other moments of the 2003-2007 era of Festivus.

I consider it my great honor to have played a part in Market Umbrella’s history at that location, to have worked with the Reily Company staff and to now to be one of the local keepers of the stories about Sharon and Richard and John and the vendors and shoppers of those first days and of that space. The space itself is owed many thanks and so don’t be alarmed if at the first light on a Saturday, you notice a small group there with a bottle and glasses toasting the good fortune of having 700 Magazine as our flagship home for all of those years.

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New location at Julia and Carondelet, on the streetcar line as of 2016.

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 I was the Deputy Director of Market Umbrella and then its Marketshare Director during 2001-2011. Since then, I continue to work as a national consultant for public markets and also as the senior researcher at Farmers Market Coalition, the national farmers market advocacy organization.