Roseville Centennial Celebration - Issue 1 - 2009

8/14/2019 Roseville Centennial Celebration - Issue 1 - 2009

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Half a century ago, if youlived in Rosevillechances are you worked

for the railroad.But as Rosevilles population

boomed in the 1970s, 80s and90s, so did its employmentbase, turning the once-companytown into Placers largest andmost diverse jobs center.

High tech. Finance. Retail.Health care. The city grew todominate all those sectorsregionally, and continues today even as layoffs and a recessioncontinues to batter the region.

The citys reputation forsnagging impressive job creatorsbegan in 1906, when theSouthern Pacific Railroadditched next-door Rocklin for

the city, situated at an importantfreight and passenger junction.The move also paved the way

for the Pacific Fruit Express iceplant, and together the two enti-ties ballooned the citys popula-tion by the thousands.

Railroad-related industriescontinued to lead the citys jobtallies until high-tech entered thefray in the 80s.

It started with Hewlett-Packard opening shop in 1979,lured by a business-friendlylocal government, and reason-able cost-of-living compared to

The Press-Tribune Wednesday, January 28, 2009 B1

It all started with a single fruitstand.

In 1947, Jim and Marilee Deniowere well versed in the ways ofentrepreneurs and saw potential in aproduce stand across from the live-stock auction that attracted people

every Saturday.Interest grew in the Denios pro-

duce stand and the couple beganrenting space to interested partieswho began setting up stalls of theirown selling anything from usedclothing to trinkets.

Dad started selling livestock atthe auction because they needed anauctioneer, said Ken Denio, son ofJim and Marilee and current ownerof Denios. At the end of the day, hewould also auction off the unsoldinventory from the booths on thecorner if they wanted him to.

Eventually the Denios gainedownership of the auction and contin-ued to sell livestock, furniture,household items and on one occa-sion, a box of dentures.

Grandad opened a box full ofused dentures and pretty soon allthese old ladies were trying them onto see what fit, said Eric Denio, athird-generation manager who hasbeen working for the swap meetsince childhood. Believe it or not hesold that entire box.

Through the 1960s, Denios con-tinued to grow in size and quicklybecame known throughoutCalifornia as the largest farmersmarket, auction and swap meet.

At the time we were so busybecause we were only open onSaturdays, Ken Denio said. Thearea as a whole was busy too justbecause of the livestock so we decid-ed to add Sundays.

Some would even say Denios isworld famous.

Several years ago on a familyvacation to China, Jim Denio wasstanding on the Great Wall when heoverheard a conversation about theswap meet. On another occasion inBrazil, a tour guide asked where

everyone was from. Upon replyingthey were from Roseville, Jim andMarilee were accosted by several

other couples who asked isnt thatwhere that big farmersmarket is?By the mid 1970s, the farmers

market and swap meet had grown somuch, the Denios decided to stoprunning the auction and focus entire-ly on the open-air market.

Now open year-round, Fridaysthrough Sundays on a sprawling 70acres, Denios provides a perfect

location for small retailers to gettheir chops in the business world.Weve really become an incuba-

tor for small businesses, said TracieDenio, daughter of Ken Denio andthird-generation manager. PotteryWorld got their start here.

Adam Karapetyan said he owesall of his knowledge of the retailbusiness to his 13 years at Denios.

Selling leather goods at a stall atDenios, Karapetyan says it was thismodest beginning that he neededto set the foundation to open a largeretail store on his own four yearsago.

This gave me the opportunity tolearn business with regular cus-tomers and the courage to step outand do it on my own, saidKarapetyan who is now the owner ofBikerwear USA in Folsom.

Having been around for 62 years,its not uncommon that many of thevendors have a familial relationshipwith each other, the management andtheir customers.

Its really neat to see people thatI was kids with taking over the fami-ly business, Tracie Denio said. Andthen on the other hand, you have thesame people running them that havebeen here for as Ive been alive.

Nick and Milly Stasuc openedtheir fruit and vegetable stands morethan 23 years ago and have yet tomiss a weekend at Denios.

Year-round market a Roseville fixture

By Megan WoodThe Press-Tribune

Denios still goingstrong after 62 years

High-tech, health caretop list of local employers

What: Denios Farmers Marketand Swap Meet

Where: 1551 Vineyard Road.

When: Friday market open8 a.m to 2 p.m

Saturday and Sunday marketopen 7 a.m to 5 p.m

Cost: $3 parking fee onSaturday and Sunday

Info:www.denios.org

Employers by the numbers:

Hewlett-Packard 3,600*

Kaiser Permanente 3,289

Sutter Roseville Medical Center 1 , 92 2

Union Pacific Railroad 1,500

City of Roseville 1 ,248

Roseville Joint Union High School District 803

Roseville Elementary School District 850

NEC Electronics 800

PRIDE Industries 800

Wal-Mart (2 stores) 796

*Kaiser was expected to overtake HP in early 2009 dueto heavy expansion.

Source: City of Roseville

In a debate thats spreadover the better part of acentury, the argument of

just where the name Rosevilleoriginated is still unresolved.

Theories and tales of who

and what Roseville wasnamed for are numerous andin many ways entertaining andeducational.

The following is a list(compiled in no particularorder by Roseville historianLeonard Duke Davis) thatpresents the many theories ofhow the name Roseville cameto blossom:

Rose TaylorThis account was published

in the Roseville HistoricalSocietys May, 1992 newslet-ter. It was proposed that thecity was named for the daugh-ter of Cyrus W. Taylor, thefirst train station manager in

town.It was determined thatRose was too short so aville was added. This ver-sion is widely dismissed dueto a variety of reasons.

The original account waswritten 35 years after thename was selected and sec-ondly there is no record ofTaylor ever having a daughternamed Rose or being married.

Taylor died in 1880 and isburied in the W.A. ThomasFamily plot at the RosevilleCemetery. No other Taylorsare buried there, and it isassumed Cyrus was a bache-lor.

Rosie the WaitressAnother theory presented

by Davis is the well-versedstory of Rosie the railroadcaf waitress. Rosie firstappeared in local lore in a his-torical piece published in1924 and is remembered aspossessing both good looksand a strong sense of humor.

However, according toDavis, the name Rosevilledates back from 1864, whenthe city was still just anobscure blotch on a plannerspaper.

The Rose Mayberry TragedyA story that was published

in a 1947 edition of ThePress-Tribune suggests the

city was named for RoseMayberry, a young child whodied during a wagon trainjourney crossing pre-Rosevillein 1835.

According to the article,her parents buried the littlegirl in a g rave near the areathat would later becomeRoseville.

According to the records,wagons didnt pass throughthe area until 1841 and fur-thermore no overland routehas ever been recorded astraveling through the location.

In 1954, Davis met withthe writer and discovered thetale was actually a fictionalaccount.

Pretty Girl at a PicnicOne of the most popular of

all the theories in circulationis a girl at a local picnic (dateunknown), which has neverbeen backed by any concreteevidence.

While the name has variedfrom Rose Marie to Rosemaryto Rose Ann, the woman inquestion is most often referredto as Rosie.

Whether she was a wife,mother, daughter the womansstunning good looks suppos-

Whats ina name?

See Name, page B7

See Denios, page B7

See Business, page B7

By Nathan Donato-WeinsteinThe Press-Tribune

A century of doing business in Roseville

COURTESY

The new rehabilitation center atSutter Roseville.

ASHLEY BAER/THE PRESS-TRIBUNE

Nick Stasuc, top left, and wife Milly, at right, have been running aproduce stand at Denios Farmers Market and Swap Meet since1986. The open-air market takes place every Friday throughSunday rain or shine.

COURTESY

Customers walk Denios farmers market in 1959.


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F

ruit shipping became animportant factor in theeconomy of Roseville at

the beginning of the twentiethcentury.

Figures compiled by theRoseville Board of Trade for1901 revealed that during theyear alone, more than 781,000pounds of fresh deciduousfruits had been shipped fromRoseville, along with 3,000boxes of oranges, 22,380pounds of picked olives and8,000 pounds of olive oil.

Hand in hand with theincreased activity of shippingfruit was a great upsurge inviticulture with local cropsestimated at $570,000.Carefully compiled statisticsshow that a total of 1,195,436boxes of grapes were shipped

from the Roseville depot in1901.

Plans for the establishmentof a winery in Roseville wereannounced in 1905. ByOctober of the next year,more than $75,000 had beenexpended in buildings and

equipment for the PlacerCounty Winery. WilliamHaman, earlier employed atLeland Stanfordsvast wine produc-

ing estate at Vina,was hired assuperintendent,and it was notlong before thewinery made itsfirst run andsoon rated sec-ond in impor-tance, onlybehind the rail-road.

Fire destroyedthe winery in1908, but it wasrebuilt that sameyear. A secondfire occurred in1909, destroyingall but the brickportion of theplant. Rebuiltonce more, thewinery operatedsuccessfully until the adventof prohibition. Later M.J.Royer operated the RosevilleIce and Beverage Company inthe old brick building former-

ly housing the winery.With the decline of the

winery, Haman became man-

ager of the Southern Pacificstock corrals in Roseville andinvested in several parcels ofproperty in and around town.Active in politics, Haman was

elected to Rosevilles firstCity Council in 1909 and didnot retire from politics until

1931. TheHaman resi-

dence a two-story homelocated at thecorner of Oakand Taylorstreets waslater used forthe RosevilleArts Center.

But not untilthe railroadswitching yardsmoved toRoseville in1906 did thetown reallygrow, markingthe beginning ofa new era, anera which wouldalmost overnightchange Rosevillefrom a littleshipping station

to the most important freighthandling terminal on thePacific Coast the St. Louis

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See Roseville, page B

COURTESY DUKE DAVIS COLLECTION

Women pick cherries in Roseville. Fruit growing andshipping were an important part of the citys economy.

By Leonard Duke DavisSpecial to The Press-Tribune


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continued to provide enter-tainment for residents.

The Roseville Chamber ofCommerce was organized onOct. 17, 1906. A pressing

need for adequate drainagefor Rosevilles streets, an elec-tric light system, and a localtelephone exchange promptedthe Chamber of Commerce toimmediate action.

A communication was sentat once to the SouthernPacific authorities regarding adrainage system, and shortlythereafter, work was started

by the railroad at Grant Streeton a ditch, which was to cutthrough to the creek.

Mr. Leahy, who had beengiven the electric light fran-chise, was contacted by theCommittee on Public

Improvements concerning theinstallation of electric lights.By the end of November acarload of poles had arrivedand another was expectedshortly.

The Capital TelephoneCompany was contacted inDecember regarding theinstallation of a localexchange and informed the

committee that if 12 or moresubscribers could be obtainedsuch an exchange would bepossible. Mr. Linnell obtained14 subscribers, and a 50-phone switchboard was sooninstalled.

Rapid and continuedgrowth throughout 1906 and

1907 brought up the problemof adequate fire protection. Atthe instigation of the Chamberof Commerce, fire hose andhose carts were purchased andfire hydrants installedthroughout the community.

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Continued from page B4

See Roseville, page B6


In 1908, Roseville had two hose carts and 200 feet of hose.

Roseville: Fire protection first came in 1907

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B6 Wednesday, January 28, 2009 The Press-Tribune

By January 1908, Rosevillewas the proud possessor oftwo hose carts and two hun-dred feet of hose; two addi-tional hose carts were added ayear later. That same year, theChamber of Commerce point-ed out the need for the cre-ation of a hose company foreach cart. It was not untilMarch, 1910 however, that aMunicipal Volunteer FireDepartment was organized.

Other improvements to beconsidered by the chamber in1907 and 1908 includedimproved mail service, betterstreets and roads, street sprin-kling and law enforcement.

Possibly the most seriousproblem to confront the hard

working Chamber ofCommerce during this period,though, was the one createdby the lack of any kind ofmunicipal sewage system andgarbage disposal service.

A sanitation committee wasappointed inFebruary1907 to inves-tigate the mat-ter, but notuntil 1910,when the citytrusteespassed asewer bondelection forapproval ofvoters, was

this problemeffectivelymet.

Saloonsaccounted forthe majorityof businessgrowth in1907. At the time there wereno fewer than 12 drinkingemporiums listed in the adver-tising columns of the Register.By November 1909, thisalready imposing list peakedat 20 three of which were sosituated that railroad workerscould reach them while goingto and from work.

Because of the numeroussaloons, which sprang up

along Pacific Street, that thor-oughfare received the nick-name Whiskey Row. Theproblem of alcoholism finally

reached the point whereSouthern Pacific officials saidthat it could not trust its trainsto men who appeared for dutyintoxicated and demandedremoval of objectionablesaloons near the railroadyards.

The considerable buildingand commercial development,which characterized Rosevillethroughout the 1920s, wascurbed drastically by theGreat Depression. Buildingpermits for 1929 totaling$175,799 were said to havebeen the lowest in years.

Building permits for 1930plummeted to $49,085 andwere only slightly better thefollowing year when $58,634was spent on new construc-tion. A depression low of

$16,059.45 was reached in1933 but business began torecover somewhat in 1936.

Surprisingly, some impor-tant improvements were madeduring this period mostimportantly the establishment

of a newbank. Withbanks clos-ing all overthe nation, agroup oflocal citi-zens headedby M.J.Joe RoyerorganizedThe CitizensBank of

Roseville inthe ForlowBuildingstore spacerecentlyvacated.

Otheradditions to

Rosevilles business districtduring the decade includedthe J.C. Penney Company(1930); Veterans MemorialHall (1930); Sterling LumberCompany (1933); BroyerMortuary (1934); Green FrontRestaurant (1935); Onyx Caf(1936); Sutter Apartments(1938); the Purity grocerystore and the Lees building(1939).

Information courtesy ofLeonard M. Duke Davis

and the city of Roseville.

Continued from page B5


By 1907, saloons were rapidly taking over Pacific Street,which earned the nickname Whiskey Row.

Roseville: First sewersystem came in 1910

The problem ofalcoholism finallyreached the pointwhere SouthernPacific officials saidthat it could not trustits trains to men whoappeared for dutyintoxicated anddemanded removalof objectionablesaloons near the rail-road yards.


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April 15Poetry Contest Awards4 p.m. Downtown Library, 225 Taylor St.Winners of the annual poetry contest announced

April 16Essay Contest Awards5 p.m. Roseville Utility Exploration Center, 1501Pleasant Grove Blvd.Roseville 2109 Deadline to enter Jan. 30.www.roseville.ca.us/essay

VIP Photo Reception6 p.m. Roseville Utility Exploration CenterDouble Exposure Aerial photographs of glaciersthen and now. Keynote speaker David Arnold, mod-

ern photographer. $20 Adults $10 Students

April 17Council Past and PresentNoon Woodcreek Golf Club, 5880 Woodcreek OaksBlvd.Luncheon for past and present city councilmembersRose Parade Documentary Premiere5:30 p.m. Presentation of Governors TrophyRoseville Theater Parade Video Premiere, 241Vernon St.6:30 p.m. Civic Center Rotunda sponsor reception,311 Vernon St.

April 18Earth Day

10 a.m. to 3 p.m. Utility Exploration Center100th Birthday Party3 p.m. Roseville Civic CenterCentennial Rose debutPresentation of Resolutions75th anniversary time capsule display4 p.m. Roseville TheaterCentennial documentary premiere5 p.m. Roseville Civic CenterBurying of centennial time capsuleCentennial birthday cake contestCentennial birthdaysBook signing by Duke Davis, Rosevilles historianThird Saturday Art Walk6:30 p.m. Civic Center/DowntownThen & Now photographic exhibit

Silicon Valley. Its wide-ranging operations on FoothillsBoulevard grew to employ roughly 7,000 workers at its peak,making it by far the countys biggest employer.

In 1983, NEC Electronics America joined the neighbor-hood with a Foothills Boulevard chip-manufacturing facility.It employed 1,600 at its peak in 2001.

But the booming population created a huge demand forservices perhaps most notably, health care. Two hospitals Sutter Roseville Medical Center and Kaiser Permanente opened in the 1990s. By 2007, they employed more than5,000 people combined.

All those people also needed schools, which is why theRoseville Joint Union High School District and the RosevilleCity School District clocked in at Nos. 6 and 7 on the citys2007 top-employers list. (Including municipal jobs, govern-ment was responsible for 25 percent of all jobs in the city,according to 2006 statistics from the California EmploymentDevelopment Department.)

Retailers took notice of the booming city, and in 2000Rosevilles reputation as a shopping Mecca was solidified bythe opening of the Galleria mall. It expanded in 2008, boost-ing job numbers further.

A slew of big-box retailers also came to call the cityhome. Two Wal-Marts employ roughly 800, making it thecitys 10th-largest employer in 2007.

Still, Rosevilles employment picture has hardly beenwithout swings up or down. As technology manufacturingmoved overseas, for instance, Rosevilles high-tech enginesslashed jobs, and today Hewlett-Packard and NEC employdramatically fewer than at their peak.

And the recent implosion of some retail chains has stungbadly. In late January, Home Depot announced it was closingits Expo Design Center subsidiary; just a week after CircuitCity went bust. Both retailers had a presence in Roseville.

Then some things never change. When the city entered itsfirst-ever Rose Parade in celebration of its centenary, it chose

a vintage train-engine theme. Southern Pacific now UnionPacific still employs roughly 1,500 people at its J.R. DavisRail Yard.

edly captured the attention of a crowd at a large communitypicnic.

Nevertheless, while several Rosies have been found toexist, no evidence has ever been presented to support a spe-cific one or that any picnic of that nature ever took place.

The Rose Spring RanchSprawling over much of Eastern Roseville, the Rose

Spring Ranch name was merely a coincidence with the ranchbeing settled in 1860 and seeing little change until 1867,long after the name Roseville was coined.

No evidence has ever been presented to support this theo-ry. However, the following was written in The History ofPlacer County (1882, Thompson & West Publisher).

The name Roseville is derived from the neighboring ranchor Rose Spring, formerly the property of Judge JamesMcGinley.

While the previous accounts are equal parts entertainingand informative, the most logical and evidence-backed theo-ry is that of the regions wild rose population, which at onepoint dominated the local scenery.

According to Phoebe Astill, curator of RosevillesCarnegie Museum and a member of one of the citys oldestfamilies, this story, while not nearly as colorful, does makethe most sense.

The Astills settled a piece of land across the street fromthe current Press-Tribune building (188 Cirby Way) in 1851.According to Astill, native roses could still be found in thefamily garden as late as 1948.

There wasnt a whole lot left, she said. But Ive heardstories that at one point they (the roses) were everywhereand of all the stories going around, that one seems to be themost logical.

According to Davis, the wild rose account is the only oneof the f ive or six in circulation that is backed by solid evi-dence.

Newspapers, personal accounts and journals from settlers,ranchers and railroad workers from the 1860s, describe rosesin full bloom at a variety of locations throughout the area.

Were number one. Thats howlong weve been here, Milly Stasucsaid. Many years, good years.

Their son Vlad, now a UC Davisalum, has been a regular behind thebooth hawking apples and oranges onweekends since he was 9 years old.Coming home from college on the

weekends to help with his parentsbusiness, Vlad considered Denios hissecond home.

Doug Williams of Marysville hasbeen coming to Denios since he wasa child and now regularly brings hisown children.

There are good bargains andstands that we always go see,Williams said. My wife likes the

farmers market for the produce. Itsalways cheaper than the grocerystores.

And thats no understatement.The Stasucs produce stands pro-

vide several different varieties ofapples and oranges in addition to pep-pers, eggplant and other vegetables ata fraction of the price of major gro-cery store chains.

The farmers market section ofDenios is a staple for the bazaar andreceives a majority of the foot traffic,which keeps many of the vendorsbusy selling and visiting with cus-tomers.

We wouldnt leave, we are treatedwell and love all of our customers,Sasuc said. We will retire from here.

Jim Denio saw his tiny fruit stand

on a corner blossom into the massive,prominent open market that is aRoseville icon today. Passed downthrough three generations, with thefourth just starting, Denios has seenits share of changes.

Things grow and change and wemay be bigger, Ken Denio said. Butthe heart and soul of that one fruitstand is still here.

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Denios: Market has served four generations of Roseville

Continued from page A1

Name: Ranch tale

still best guess


Business: Railroad

still employs 1,500


favor of air, bus and automo-bile service.

By 1972, the local depotwas closed. It was razed thefollowing year, and was themassive P.F.E. ice plant (974),which was rendered obsoleteby the introduction of self-refrigerating cars, known asreefers.

Completion of the FolsomDam in 1955 saw the gradual

shift in the towns businessand commercial center fromdowntown Roseville towhat became known as theEast in the near future.

The city of Roseville facedthe challenges of a rapidlygrowing population head on.Expanded water, electrical,sewage, police, and fire pro-tection services more than

kept pace with growingdemand, as did expandedpark, recreational, and educa-

tional services.In 1964 Roseville was the

proud recipient of LookMagazines prestigious AllAmerica City awards.

Since that momentous year,the city it is certainly nolonger merely a town hascontinued to grow outward inall directions, with a currentpopulation of 109,154 as of

Jan. 1, 2008.Theres now an expansiveindustrial zone north of

Roseville, adjacent toHighway 65, along withnumerous corporate headquar-ters along bustling DouglasBoulevard and the JohnsonRanch area.

These businesses havebrought new dimensions toRoseville, which is no longerjust another railroad town.The railroad, though it

remains as is has for over acentury, a major factor inRosevilles economy, is still

one of the principal railroadcenters of the West.

Reintroduction of passen-ger traffic in 1987 and thecompletion of a new andintermodal depot facilityshows every indication ofrestoring Roseville to its time-honored position as a majorrailroad passenger center.

Meanwhile, under a suc-

cession of dedicated, citycouncils, Roseville continuesto provide the kind of service

demanded by growing anddiscriminating population.

A fine educational system,two library locations, exten-sive parks, greenbelt areas,walking and bicycle trails andout-standing municipal servic-es are but a few of the manyservices which have made andcontinued to make Rosevillean envied place to call home.

For a more complete histo-ry of Roseville, visit theRoseville Historical Society.

Junction: Named All America City by Look Magazine in 1964Continued from page A1

To make Rosevilles 100-yearbirthday a celebration to remem-ber, the city is starting the cen-

tennial year in grand style.These include movie premieres, a

photo exhibit, book-signing by localhistorian Leonard M. Duke Davisand community events.

Also, dont miss 100 Moments,chronicling memorable dates and hap-penings in Rosevilles history, hostedby Summer Sanders, Roseville nativeand Olympic Gold Medalist. A newepisode debuts daily on the city Website and on Comcast 14/Surewest 73.

Residents are also asked to fill thecentennial time capsule through onlinesuggestions. Check the April 15-18online calendar for a full rundown.

To learn about the centennial andrelated events go towww.roseville.ca.us/100.

City officials are grateful for thesupport of all who have contributed tocentennial effort, including sponsorsUnion Pacific, a $50,000 sponsor;United Auburn Indian Community, a$25,000 sponsor and Sutter Health andKaiser Permanente, each $15,000sponsors.

FAMILY OWNED AND OPERATEDSINCE 1947

Acres of Treasures New Merchandise

Outdoor Family Fun The Areas Largest Produce Market

Roseville Farmers Market & Swap Meet

Great Bargains... Great Times...Thats Shopping at Denios!

www.DeniosMarket.comwww.DeniosMarket.comwww.DeniosMarket.com


Mark your calendar for these centennial happenings

HappyCentennial Birthday,

Roseville...From the

AFFORDABLE GENERALCONTRACTOR

Hilty ConstructionFree Estimate. Insured.Call (916) 803-0068or (916) 521-7386

Lic#362066

CongratulationsRoseville


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Documents

Roseville Centennial Celebration - Issue 1 - 2009