Omaha designer Roger duRand didn’t invent the Old Market, but he played a key role shaping the former wholesale produce and jobbing center into a lively arts-culture district.
His imprint on this historic urban residential-commercial environment is everywhere. He’s designed everything from Old Market business logos to chic condos over the French Café and Vivace to shop interiors. He’s served as an “aesthetic consultant” to property and business owners.
He’s been a business owner there, himself. He once directed the Gallery at the Market. For decades, he made his home and office in the Old Market.
The Omaha native goes back to the very start when the Old Market lacked a name and identity. It consisted of old, abandoned warehouses full of broken windows and pigeon and bat droppings. City leaders saw no future for the buildings and planned to tear them down. Only a few visionaries like duRand saw their potential.
“I had in mind kind of an arts neighborhood with lots of galleries and artist lofts.”
He had apprenticed under his engineer-architect father, the late William Durand (Roger amended the family name years ago), a Renaissance Man who also designed and flew experimental aircraft. The son had resettled in Omaha after cross-country road trips to connect with the burgeoning counter-culture movement, working odd jobs to support himself, from fry cook to folk singer to sign painter to construction worker. He even shot pool for money.
He and a business partner, Wade Wright, ran the head shop The Farthest Outpost in midtown. A friend, Percy Roche, who had a British import store nearby, told them about the Old Market buildings owned by the Mercer family. Nicholas Bonham Carter, a nephew of Mercer family patriarch Samuel Mercer, led a tour.
“We trudged through all the empty buildings, and I was really charmed by how coherent the neighborhood was,” says duRand. “It was really intact. The buildings all had a relationship with each other. They were all of the same general age. They were all designed in a very unselfconsciously commercial style.
“They were such an asset.”
“When I first came down here, the space where M’s Pub is now was Subby Sortino’s potato warehouse, and there were potatoes to the ceiling,” recalls duRand. “Across the street was his brother, John Sortino, an onion broker. There were produce brokerage offices in some of the upper floors. There were a couple cafes that catered to the truck drivers and railroad guys. There was a lot of jobbing with suppliers of all kinds of mechanical stuff—heating and cooling, plumbing and industrial supplies. The railroad cars would go up and down the alleys at night for freight to be loaded and unloaded.
“A really interesting urban environment.” He thought this gritty, rich-in-character built domain could be transformed into Omaha’s Greenwich Village. “I had in mind kind of an arts neighborhood with lots of galleries and artist lofts.”
That eventually happened, thanks to Ree (Schonlau) Kaneko and the Bemis Center for Contemporary Arts.
duRand and Wright’s head shop at 1106 Jackson St. was joined by more entrepreneurs and artists doing their thing. The early Market scene became an underground haven. “In 1968, it was really artsy, edgy, political, kind of druggy,” says duRand.
Experimental art, film, theatre, and alternative newspapers flourished there. City officials looked with suspicion on the young, long-haired vendors and customers.
“We had all kinds of trouble with building inspectors,” who he says resisted attempts to repurpose the structures. “The idea of a hippie neighborhood really troubled a lot of people. This was going to be the end of civilization as they knew it if they allowed hippies to get a foothold. It was quite a struggle the first few years. We really had a lot of obstacles thrown in our path, but we persevered. It succeeded in spite of the obstructionists.
“I do have a sense of accomplishment in making something out of nothing. That was really the fun part.”
“And then it became more fashionable with the little clothing stores, bars, and gift shops. Adventuresome, young professionals would come down to have cocktails and to shop.”
The French Café helped establish the Old Market as viable and respectable.
The social experiment of the Old Market thrived, he says, “because it was genuine, it wasn’t really contrived, it evolved authentically,” which jives with his philosophy of “authentic design” that’s unobtrusive and rooted in the personality of the client or space. “Sometimes, the best thing to do is nothing at all. The main criterion wasn’t profit…It was for interesting things to happen. We made it very easy for interesting people to get a foothold here.”
Having a hand in its transformation, he says, “was interesting, exciting, even exhilarating because it was all new and it was a creative process. The whole venture was kind of an artwork really. I do have a sense of accomplishment in making something out of nothing. That was really the fun part.”
He fears as the Market has become gentrified—“really almost beyond recognition”—it’s lost some of its edge, though he concedes it remains a hipster hub. “I’m a little awed by the juggernaut it’s become. It’s taken on a much bigger life than I imagined it would. I never imagined I would be designing million-dollar condos in the Old Market or that a Hyatt hotel would go in.”
duRand and his wife, Jody, don’t live in the Market anymore, but he still does work for clients there, and it’s where he still prefers hanging out. Besides, all pathways seem to take this Old Market pioneer back to where it all began anyway.
Read more of Leo Adam Biga’s work at leoadambiga.wordpress.com.