San Diego BusinessIndustry Showroom: New Face For Entrepreneurs
How to get economy-driven, inexpensive downtown work space What was once a vegetable warehouse in the long-gone farmer’s market sector of downtown San Diego may one day represent the new face of entrepreneurism in a down economy.  Industry showroom. Courtesy photo “The guy that owns this building and ran his business for 50 years out of here was called the Tomato King of San Diego,” says Rex Edhlund who, with Sheila LeMire, is converting the property into a collaborative retail and office space called Industry Showroom. “There’s no place in San Diego,” says Edhlund, “where you’ve got both retail space and shared office space in the same spot. With the economic climate that we have right now, a lot of people can’t find jobs, so they’re starting their own businesses on their kitchen tables.” Indeed, one half of all small businesses, according to the SBA, are home-based. It’s the new capitalism, says smallbusinesstrends.com, citing the growing number of crafters, hobbyists, service providers and the like who are using their garages and spare bedrooms for a place of business. “To take the jump from your garage to your own retail storefront is a huge leap,” Edlund says. “We’re the bridge between the two. We’re a brand incubator. I’m hoping that 50 people come and go through this place because they become so successful that they have to move into their own space.” Edhlund’s own background is in publishing and graphic design. Recently, he worked as the art director for Metropolitan magazine. When it changed owners last year, Edhlund found himself in need of a new job, so he invented one. Hence, the Industry Showroom. The collaborative’s first round of entrepreneurs include San Diego Online Radio, a guitar-drum-and-violin dealer, a video producer, an artist, a personal stylist, an import retailer, a flower vendor and a laser engraver. Edhlund says fine art will be on display in their gallery space and that after all is said and done, there will be enough room remaining to host industry events. The place today is a far cry from the days of trucks and crates of vegetables. During the time span between Industry Showroom and the Tomato King, the old vegetable warehouse underwent significant renovation as the sales and leasing offices for the Hard Rock Hotel. When the Hard Rock offices were no longer needed, they left behind rooms, offices and fixtures that Edhlund has recycled into use for the new venture. Industry Showroom will be open to the public after the first of February. More information can be found at www.industryshowroom.com
 Dave Good About the author: Dave Good is a freelance writer, photojournalist, and restless San Diegan. He writes about pop music and culture at large for a number of publications including the San Diego Reader. His stories have appeared in San Diego Magazine, Los Angeles Journal, Goldmine, BluesWax, SignonSanDiego, NBCsandiego.com, and more. More by this author Subscribe to Business:
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