Biz Beat

From ghost town to event center, Tenth Street sees new Greens sprouting

If it feels like I’ve been writing about Tenth Street in downtown Modesto a lot, it’s because a lot is happening on Tenth Street in downtown Modesto.

The Krazy Rolls bakery opening was the first in what will be a series of new developments happening on the Tenth Street block between I and J streets this year. A new health and wellness center and Indian restaurant with banquet hall are also expected to open. And now Greens on Tenth has expanded next door to include an event center and changed its existing restaurant’s concept to more “grab-and-go” cafe.

The move is the latest in series of high-profile projects bringing new life to the once nearly vacant city block.

“Tenth Street is really coming along. I think it’s great all these businesses coming in,” said Greens founder and owner Ann Endsley. “It’s a great opportunity for people to come downtown and feel safe because there’s always something open and going on now.”

Greens on Tenth first opened as Greens Central in July 2011, in the space of the old Modesto Joe’s restaurant. Endsley needed its commercial kitchen to create the from-scratch food at nearby Greens Market on Needham. The Tenth Street location then morphed into a sit-down restaurant and added catering. While the original market has since closed, as has the expansion into north Modesto of Greens Table, the Tenth Street spot continues to evolve.

In 2014 Endsley bought the vacant building next door to Greens on Tenth, and began extensive renovations to adjoin the spaces and turn it into an event space with meeting rooms upstairs. Now completed the 7,000-square-foot downstairs banquet hall has been hosting events for about two years. The elegant, open space can fit up to 500 and can be rented for about $2,000 to $5,000. The upstairs meeting rooms range from free (for the smaller front spaces) to about $200 for the larger spaces.

Endsley is also launching the new Greens Events, an event rental company which will incorporate its existing catering business. It will utilize Endsley’s vast collection of rental items from tables and dishware to decor and furniture.

In turn the original Greens on Tenth space is now Greens Cafe. The dining spot will have about four fresh-made warm entrees prepared each day, as well as pre-made sandwiches, salads, soups, grain bowls, pastries and coffee. People can pop in and pick up food to go or stay and eat in the intimate dining room or lounge. The cafe also offers delivery, which is free in the downtown area. The food is all part of Underground Kitchen, the prepared food service she launched a couple years ago out of the Greens on Tenth kitchen. People will now be able to pick up their Underground Kitchen meals there or purchase them on the spot as well.

Greens was closed for much of the month of January in anticipation of the changes, but is now open and ready for service. Its hours are 8 to 5:30 p.m. Monday through Friday at 953 Tenth Street.

As for the event space competition on Tenth Street, Endsley says the more the merrier. Including the existing The Century wedding space and upcoming Monsoon Restaurant and Banquets, Greens will be the third event venue on the short 500-foot block between I and J streets.

“We all kind of work together. There’s plenty of room for everyone down here,” Endsley said.

For more on Greens visit www.greensmarket.net.

Elsewhere around the Business Beat:

Speaking of The Century, it is expanding as well and continues to bring new opportunities to Tenth Street.

Since opening the wedding and event venue at 927 Tenth Street in 2015, owner Erin Doran has leased the next door building and is turning a portion of it into a shared meeting and work space. The new venture, dubbed Nine 3 One in homage to the building’s address, will bring the coworking space concept to downtown Modesto.

Anyone —from start-up companies to freelancers and students alike — will be able to rent work space by the hour or with monthly memberships. Doran said she utilized similar communal office spaces while doing business in Los Angeles and thought the idea would work well in Modesto as well. Space will be available for as little as $20 an hour to up to $500 a month.

The rest of the building will be for spillover use for The Century’s 400-person capacity wedding and events hall as well as the company’s administrative offices. It will also house Doran’s relaunch of her The Wedding Loft, a wedding planning business she runs in conjunction with The Century.

Nine 3 One is expected to launch in April. For more information visit www.nine3one.com.

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