For decades, the 5th Street Market Eugene has stood as a vibrant cornerstone of downtown Eugene. More than just a marketplace, this historic landmark in the heart of the Market District serves as a dynamic community hub and a thriving incubator for local businesses. The vision of developer Brian Obie has transformed this area into a premier destination, breathing new life into the Public Market and the surrounding neighborhood. Today, the Market District spans seven blocks, boasting artisan boutiques, diverse restaurants, and innovative office spaces – creating an inviting space for shopping, dining, socializing, and even lodging. The recent unveiling of Market Alley further solidifies its status, adding luxury hotels, upscale dining experiences, urban residences, and unique shops showcasing local artists and entrepreneurs to its already impressive offerings.
Approaching its 50th anniversary, the 5th Street Public Market and the broader Market District are a testament to Obie’s extensive contributions to Eugene as a former mayor, city councilor, planning commissioner, and entrepreneurial visionary.
“It’s truly rewarding,” Obie shares, reflecting on the evolution of Eugene’s 5th Street Market from its humble beginnings to its current prominence. “Hardly a day goes by when someone doesn’t stop me to compliment the growth of this place and its significance to the community. The community genuinely values the Market, and we’re incredibly grateful to contribute to Eugene in this way. Our foray into the hotel business, for instance, stems from a desire to create joyful and meaningful experiences that enrich people’s lives.”
From Humble Warehouse to Thriving Hub: The Past of 5th Street Market
Rewind to 1976, and the location now bustling with Provisions Market Hall and Elephant’s Trunk toy store was merely an abandoned warehouse. Obie’s then business partner, Norm Fogelstrom, returned from his travels with an inspiring idea. “Norm had seen a small market with eateries and shops elsewhere and believed this building could be perfect for something similar in Eugene,” Obie recounts.
Rechristened as The 5th Street Market Craft Room, Fogelstrom and his wife, Donna, began transforming the space. Their vision was to create a large hall where food vendors and artisans could rent tables by the day. Obie describes the Craft Room as an indoor evolution of the Eugene Saturday Market, one of the nation’s oldest open-air craft markets. “It became a magnet for the community,” Obie explains. “Local entrepreneurs selling handmade jewelry, yogurt, and all sorts of crafts filled those tables. Downstairs, a few small shops emerged, including a card shop, a coffee spot, and a small bakery. That was the initial concept, and it quickly became a success.”
Obie’s growing involvement in city affairs led to his appointment to the Eugene Planning Commission. He credits former Commission Chair Betty Niven for his early education in urban planning. Obie recalls Niven as “Eugene’s most knowledgeable citizen regarding land use planning,” and acknowledges her profound influence.
“Betty took it upon herself to teach me the nuances of zoning and planning. She introduced me to the concept of an ‘urban village’,” he explains. “This urban village concept emphasized mixed-use development, where people could live, work, play, and shop within a concentrated urban area. I immediately recognized the value in this idea, and it has stayed with me ever since.”
Activity Creates Activity: The Present-Day 5th Street Public Market
As time progressed, and the 5th Street Public Market Eugene continued to evolve, the urban village concept solidified into a tangible reality. “There’s virtually never been a period since my involvement with the Market without an expansion being planned,” Obie notes. “The vision has continually expanded, as it should. One success has naturally paved the way for the next, creating a seamless progression.”
He describes the current Market District as a fertile ground for unique entrepreneurial tenants, each contributing to a dynamic and captivating destination. Obie Companies estimates that over two million visitors annually experience the vibrant atmosphere of the district.
Selecting the right mix of tenants is a deliberate and thoughtful process undertaken by Obie and his team. “We constantly ask ourselves: What’s missing? What does the community desire? What are the emerging trends elsewhere?” Obie explains. “This leads us to identify two or three categories of businesses we want to attract. We then research who fits those categories and where they are located. We actively reach out to them, aiming to fill in the gaps in our offerings. We strongly believe that ‘activity creates activity.’ This is what we strive to cultivate for our tenants and the wider community. It’s a highly considered process, involving extensive discussion, and it’s a key reason for our continued success.”
Obie emphasizes the importance of staying true to the original spirit of the Craft Room by prioritizing local, entrepreneurial tenants. This focus has been instrumental in generating sustained interest in the property as it has expanded and developed over the years, making it a beloved Eugene, Oregon destination.
He underscores the significance of each tenant contributing uniquely to the Market’s appeal. “We seek out businesses that bring their own loyal clientele or attract a distinct customer base,” he says. “This added foot traffic benefits not only them but everyone within the Market. When everyone contributes in this way, we collectively enhance each other’s success.”
Today, the 5th Street Public Market is more than just a local attraction; it’s a regional and even national destination. “If you visit The Inn at the 5th or the Gordon Hotel right now, you’ll encounter guests from across the country and indeed, from around the globe. This is a daily occurrence,” Obie remarks. “Who could have imagined this level of success from that small market at the corner of 5th and High?”
A Global Destination in the Making: The Future of Eugene’s Market District
Promoting Eugene as both a desirable place to live and a compelling tourist destination remains a central tenet of Obie Companies’ vision. They are actively engaged in “meaningful conversations” about elevating Eugene’s profile on the global stage and leveraging its potential as an international destination. “Visitors come, and they immediately understand Eugene’s appeal,” he states. “They appreciate what’s here, and they return, often sharing their positive experiences with us.”
Addressing the increasing demand for housing in Eugene, Obie Companies plans to commence construction on The Station House, a new residential apartment complex in the heart of the Market District, slated for mid-2024.
The Station House will introduce approximately 100 additional residential units to downtown Eugene, nearly doubling the residential capacity established by the Gordon Lofts in 2020. “We’re delighted by the overwhelmingly positive reception to the Gordon Lofts,” Obie comments. “They have been fully occupied since opening, which gives us confidence in expanding our residential offerings.”
The presence of families with children at the Gordon Lofts has been a particularly pleasant surprise for Obie and his team. With families increasingly choosing to live in downtown Eugene, Obie anticipates the swift success of The Old Spaghetti Factory restaurant, currently being retrofitted into the historic Oregon Electric Station building, vacant for the past two years. To support this resurgence of the true urban village, Obie Companies has added seven parking lots to accommodate both residents and visitors.
This transformative approach embodies Obie’s nearly half-century vision for the city of Eugene, bringing his efforts full circle. He concludes, “I want Eugene Magazine readers to know that a core principle driving Obie Companies is making a meaningful, positive impact. We value life and our time, and we want our contributions to enrich society. We are dedicated to spending our lives doing work that is meaningful and beneficial to the communities where we live and work.”
