Merchants in the 1000 block of Main Avenue are banding together next week for the inaugural “10/10 on 10th” celebration. Participating businesses hope to draw attention to the lesser frequented end of downtown with special events, a bike parade, fashion show and discounts./Photo by Steve Eginoire

Where the sidewalk ends

10/10 draws attention to life at other end of Main

by Missy Votel

The 1000 block of Main Avenue is no stranger to block parties. Over the years, it has played host to everything from Oktoberfests to Daddy Fests to Taste fests.

But next week, not coincidentally on 10/10, the block will be host to a different kind of party. That will be the day that merchants and business owners will band together for the first-ever “10/10 on 10th Block Celebration.”

The idea behind the event, which will include a brewery tour, herb talk, bike parade and discounts at various stores, among other happenings, is to let folks know, particularly tourists, that life exists north of 10 Street.

“We’re just trying to make the block known a little more,” said Joey Ernst, owner of Velorution Cycles, at 1077 Main Ave. “We want to try to get rid of that invisible wall that exists at 10th Street.”

The idea for banding together is one that’s been kicked around for a few years by some of the merchants in the 1000 block. Although no one merchant is taking credit for the idea, it seems to have really grown legs thanks to Cathy Wakeman, of Animas Trading Co., at 1015 Main, and Tim Kapustka, of Studio &, 1027 Main.

“We’re all familiar with the fact that numbers decline as you go farther away from the train station,” said Kapustka. “Sometimes we struggle with getting people down here, but we have a great line up of stores on our block. But so many people don’t know that, and they turn around.”

Kapustka’s solution was to “brand” the block, to give it a lasting identity and image in people’s minds. The result was the tagline, “The Local’s Block.”

“It is the locals block,” he said. “When you look at a lot of the businesses, they’ve  all been here for 20 years or more. Elsewhere on Main, things shift and come and go, so to say that these businesses have stayed around so long is pretty cool.”

He said the point is not to boast or take anything away from other downtown retailers, but to just call attention to something people might be missing out on. OK, and maybe do just a little boasting.

“We’re just trying to say, ‘Hey, walk two more blocks and find what we think is the best block in Durango,’” he said.

The 10/10 celebration is described as a “progressive” party, with events kicking off at 4:30 p.m. at Carver Brewing Co. for a brewery tour. The tour will be followed by a bike parade and fat bike demo at 5 p.m. in front of Velorution Cycles. After that, revelers can gather at Dancing Willows for a talk on reading labels and breast cancer awareness, which will be followed by a fall fashion show across the street at Animas Trading Co. at 6 p.m. The frivolity will culminate with an open studio tour and gathering at Studio & at 6:30 p.m. and music from the jazz trio Foam at Carver’s at 7 p.m.

Other participating stores on the block will be offering various specials and discounts as well.