Monroe Merchants Form Association Cluster Of Shops Holds Some Surprises For Curious Shoppers

In a little shop in downtown Spokane, customers can gorge themselves on salmon bisque and scones, then buy the antique plates and silverware they’ve used.

Across the street, potpourri permeates a store offering homemade herbal soaps and oils for aromatherapy. The store is a colorful enchanting tunnel with bunches of dried flowers hanging upside down from the ceiling.

These are just two of the eclectic shops in an area north of the Monroe Street Bridge. Despite its proximity to major downtown attractions and the heavy traffic on Monroe, the area is mostly overlooked by Spokane shoppers and visitors to the city. In response, the merchants have formed an association to market themselves and draw more attention to the area.

“We’re just totally hidden. People are just surprised. It’s like they found treasure when they come in and find all these little places,” said Diane Roche, owner of Palouse Prairie Herbs and Everlastings, the herb and aromatherapy shop.

Also included in the group - named the Jenkins Merchants and Artisans District - are several antique stores, a restaurant and espresso cafe, a tattoo parlor, a body piercing shop, a used record store and a used bookstore.

An influx of new businesses in the past two years has jump-started the area and instigated the group effort.

“I was trying to get something going,” said Roche, who’s been in business for 18 months. “And then Peggy (Welch, owner of The Antique Gallery) came in and it was like, wow. Now everybody’s really willing and they’re excited about it.”

Welch opened in April. Two other antique galleries - Tea An’Tiques and the Eclectic Grandmother, which also sells clothes on consignment, have opened in the past two years.

After choosing a name, the district joined Spokane’s Convention and Visitors Bureau as a group. As members, they are listed in the CVB’s annual guide to area businesses. They also receive a list of all conventions coming to Spokane in the next 10 years, with contact person and telephone number included.

Other neighborhood merchant areas, such as the Garland District and Hillyard Merchants, have group memberships with the CVB. When merchants join as a group, the fee is substantially lower. For example, for an antique store on North Monroe to join individually, the fee is $250. With the group fee, each store pays $40.

The Jenkins group came up with its name after several meetings in October and November. The name was drawn from the original city map, which labeled the area the Jenkins block.

It was not an easy first step. Arguing and haggling, the members tossed names back and forth. Many - such as The Bridge Block or The Ancient Bridge Cooperative - focused on the Monroe Street Bridge, which is the area’s most identifying characteristic.

Though a majority chose the Jenkins name, some were unhappy with the choice.

“The name certainly isn’t my choice,” said Bill Garras, owner of Monroe Street Bridge Antique Market, which has been in business for six years. “Would you know where that was from the name?”

Despite differences, the district operates cooperatively and refers customers back and forth to each other’s businesses.

“All the merchants tell people to visit other shops,” Roche said. “The tattoo parlor sends everybody down here that’s waiting.” Still, she added with a laugh, “we can’t really tell people to go get a tattoo.”

The group plans to create a colored pamphlet telling consumers about the shops and explaining the history of the district, which the merchants say is one of Spokane’s oldest. They plan to circulate the pamphlet at the Visitor’s Center and at conventions.

They also plan to lobby the city to more clearly identify the pedestrian walkways that cross Monroe. Parking will be helped with the addition of a public parking lot being built on the east side of Monroe.

One obstacle is the public perception that North Monroe is a dangerous neighborhood, merchants say. They hope their marketing effort will dispel that feeling.

“There has been a perception of this area as … I don’t know the adjective,” said Peggy Welch, of The Antique Gallery.

Long-term plans include holding a summer street festival and possibly blocking off one of the side streets to host plays, jousting matches and strolling musicians.

Eloise Moeller, owner of Little Nell’s Records, has been in the area 20 years, longer than any of the other merchants. Though she’s seen several businesses come and go, she’s hopeful about the marketing effort.

“I thought it would help all of us pull together,” Moeller said. “There’s supposed to be strength in numbers.”

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