1. CONCEPT DEVELOPMENT
SUMMER 2014

2. The Historic Portland
Public Market Foundation
dba James Beard Public Market
501(c)3, Tax EIN: 26-0070100
222 SW Washington St.
Portland, OR 97204
(503) 208 2071
info@jamesbeardmarket.com
www.jamesbeardmarket.com
Board of Trustees
Richard Harris, President
Wendy Lane Stevens, Vice President
Janie Hibler, Secretary
Andrew Franklin, Treasurer
Pippa Arend
Jim Bean
Pietro Ferrari
Amelia Hard
Greg Higgins
Lynn Loacker
Martin McClanan
Gary Roth
Dan Saltzman
Lisa Sedlar
Johanna Thoresz
Standing Committees
Board Nominating, Wendy Lane Stevens Chair
Building, Richard Harris Chair
Community Advisory Team, Pietro Ferrari Chair
Events, Amelia Hard Chair
Finance, Andrew Franklin Chair
Staff
Ron Paul, Executive Director
Lori Warner-McGee, Development Director
Ann Forsthoefel, Outreach and Operations Director
Jennifer Mannhard, Project and Office Manager

3. 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.
The James Beard Public Market will provide a
venue to shop, learn, eat, and most importantly,
embrace and preserve our state’s grand
agricultural heritage. Whether as farmer, shopper,
chef, teacher, tourist or student, there’ll be great
things for all at the market.......
–Greg Higgins, gardener & chef
“All of the world’s food capitals
have a feature in common—a grand
permanent market to proudly showcase
their culinary abundance.”

4. MARKET TOWNAgricultural and culinary heritage
Why James Beard?
James Beard was a famous chef and writer
and Portland native who as 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.

5. 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
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
according to the gospel of locally grown
ingredients.
In close proximity is a cadre of farmers committed
to growing environmentally responsible produce
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
supply glistening, fragile berries and stonefruits of
every stripe and color.
World-class wine is produced in the Willamette
Valley, the center of the Oregon wine industry,
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
Michael Rubenstein for The New York TimesLe Pigeon at prime time.
“In close proximity is a cadre of
farmers committed to growing
environmentally responsible
produce with maximum flavor.”
“Portland has emerged from its chrysalis as a
full-fledged dining destination.”

6. Morrison BMARKET SITEMorrison Bridge Head

7. “Highlight the Willamette River as the Central
City’s defining feature by framing it with a
well-designed built environment, celebrating
views to the larger surrounding landscape,
improving east-west access and orientation and
encouraging a range of river-supportive uses.”
– City of Portland, Central City 2035 Concept
Plan, Goal K, October 2012
“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.”

8. MARKET SITEMorrison Bridge Head
Morrison Bridge
SW Naito Parkway
Tom McCall Waterfront Park
Market
Site
SW Naito Parkway
Market
Site
Tower
Site
SW 1st Ave/MAX
SW 2nd Ave

9. MELVIN MARK
COMPANIES
28
Safe Pedestrian Access
The Morrison Bridgehead site, with its easy access to bus and
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 bicycle accessibility on the bridge ramps
makes the approach to the Public Market safe for people
coming from both downtown and the eastside. Printing Press
Park on First Avenue will be enhanced by new pedestrian
activity through the area, and will add to a rich and dynamic
pedestrian experience.
Enhancing Site Opportunities
This multi-purpose site has two distinctively different anchor
development opportunities. Blocks 1, 2 and 39 represent a
rare opportunity in Portland’s Central Business District with
three contiguous blocks under single ownership currently
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 ideal anchor development for this portion of the site. The
infrastructure and support needed for the market will require
minimal disturbance to the subsurface and elevated bridge
structures. The Public Market will activate the site seven days
SALMON
SPRINGS
FOUNTAIN
DOWNTOWN
RETAIL DISTRICT
“OLD TOWN”
DISTRICT
LLOYD DISTRICT
SATURDAY
MARKET
PUBLIC
MARKET
CENTRALEASTSIDE
ESPLANADELOOP
The Public Market will
become the hub and
connector to the surrounding
cultural, social and economic
districts.
The Public Market
will become the hub
and connector to the
surrounding cultural,
social, and economic
districts.
South Market
Hall Site
SW Naito Parkway
Morrison Bridge
Tom McCall
Waterfront Park
North Market
Hall Site
Morrison Bridge Ramp to Naito Pkwy
North Site

10. Morrison BridgehMARKET PROGRAMStreet Level
studiojeffreys + KASA Architects
Plaza
M
1
Sto
3,3
!
Ground 45,100 sqft
Second 35,000 sqft
Basement 12,900 sqft
Total 93,000 sqft
South Market Hall
Ground floor 22,750 gross sf
60 Stall Modules
9,700 net sf
SW Naito Parkway
Tom McCall
Waterfront Park
SW 1st Ave/MAX
SW 2nd Ave
North Market Hall
South Market Hall
Storage
Storage
Bridge supports for
Morrison Bridge above
Plaza & Mobile
Vendor Stalls
New
Tower
Project
Existing
Office
Tower
SWStarkSt

11. studiojeffreys + KASA Architects 4
Mathallen Oslo
case study
MARKET PROGRAMExamples from Mathallen, Oslo
Mobile vendors in Brugge, Belgium

12. Morrison BridgeheMezzanine Level
MARKET PROGRAM
studiojeffreys + KASA Architects
LoPlaza
Market
18,875 g
Storage
3,324 gsf
!
Ground 45,100 sqft
Second 35,000 sqft
Basement 12,900 sqft
Total 93,000 sqft
South Market Hall
Ground floor 22,750 gross sf
60 Stall Modules
9,700 net sf
SW Naito Parkway
Tom McCall
Waterfront Park
SW 1st Ave/MAX
SW 2nd Ave
Restaurant
Storage
Plaza & Mobile
Vendor Stalls
(below bridge)
New
Tower
Project
Existing
Office
Tower
SWStarkSt
Storage
Partner
Offices
Demo Kitchen
& Event Space
Market
Offices

13. studiojeffreys + KASA Architects 7
Mathallen Oslo
case study
Mathallen Oslo
studiojeffreys + KASA Architects
James Beard Public Market
• Two iconic market halls
• 100-120 vendor stalls
• 350 green jobs
• Teaching kitchen
• Event venue
• Sustainable deliveries
• Local economic growth
MARKET PROGRAMExamples from Mathallen, Oslo

14. studiojeffreys + KASA Architects 19
Outdoor
Storage
Outdoor
Storage
LobbyPlaza
Recycle
Stalls
Recycle
Lobby
Naito Parkway
Stalls
North Market Hall
Ground floor 22,350 gross sf
60 Stall Modules
9,500 net sf
Market Hall
18,875 gsf
Storage
3,324 gsf
Market Hall
18,450 gsf
Storage
3,300 gsf
!
Ground 45,100 sqft
Second 35,000 sqft
Basement 12,900 sqft
Total 93,000 sqft
South Market Hall
Ground floor 22,750 gross sf
60 Stall Modules
9,700 net sf
Ground Floor Concept
CONCEPTUAL LAYOUT

15. studiojeffreys + KASA Architects 20
Cafe /
Exhibitions
bridge
1,300 gsf
m
Open
to
below
Mercantile
5,750 gsf
!
Event/Function space
4,660 gsf
200-seats
Demo kitchen
Chair/table storage
Vendor break
room
1,100 gsf
Catering Kitchen
1,050 gsfw
!
Business Center
m
w
Pre-Function bridge
Restaurant
2,650 gsf
Kitchen
980 gsf
3,700 gsf
South Market Hall
Second floor 17,700 gross sf
North Market Hall
Second floor 17,300 gross sf
!
Ground 45,100 sqft
Second 35,000 sqft
Basement 12,900 sqft
Total 93,000 sqft
Market Admin Offices
Open
to
below
Views to park & river
Views to First AveViews to First Ave
Views to park & river
Cafe /
Exhibitions
bridge
1,300 gsf
BalconyPre-Function bridge
Private Dining
Naito Parkway
Second Floor Concept
CONCEPTUAL LAYOUT

16. INSPIRATIONGlobal Precedents
studiojeffreys + KASA Architects 3
Mathallen Oslo
case studystudiojeffreys + KASA Architects 6
Mathallen Oslo
case study
Mathallen, Oslo

17. 3
Mathallen Oslo
case study
Mathallen, Oslo

18. studiojeffreys + KASA Architects 9
Torvehallerne Copenhagen
Case study
8
Torvehallerne Copenhagen
Case study
studiojeffreys + KASA Architects
INSPIRATIONGlobal Precedents
Torvehallerne, Copenhagen

19. Torvehallerne, Copenhagen
9
Torvehallerne Copenhagen
Case study

20. INSPIRATIONGlobal Precedents
Granville Island, Vancouver BC

21. Granville Island, Vancouver BC

22. INSPIRATIONGlobal Precedents
Milwaukee, Wisconsin

23. Milwaukee, Wisconsin

24. 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
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.
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
Parking Lot
Public Market
Help transform three
parking lots into the heart
and soul of our region’s
food economy!
Wroclaw, Silesia, Poland

25. Grand Opening Spring 2018
VISION TO REALITY
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
those who produce and sell the food we eat.
2014 2015 2016 2017 2018
Concept Development
Community
Outreach
Building Design
Construction
Budgeting
Grand
Opening
Fundraising
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-
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
will the Market into existence. This community
effort requires you, your friends, neighbors and
colleagues to help Portland realize its unique
culinary and agricultural status while reconnecting
to the city’s rich history of public markets.
Make a tax-deductible, secure donation online
at jamesbeardmarket.com or contact us at
info@jamesbeardmarket.com. You’ll create a
public gathering place for people from different
ethnic, cultural, and socioeconomic communities
coming together for the common experiences of
savoring great food, music and conversation. Your
investment will create a true public market that
will increase access to fresh, healthy food, play
a key role in promoting public health goals, and
stimulate the economy for local businesses and
residents.
Whether as farmer, shopper, chef, teacher, tourist
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
of our citizens.
Fall 2015
Fall 2014
Fall 2016
Spring 2018