Denio's outdoor market adds unique flavor to shopping

ROSEVILLE - It's almost surreal that just yards away from a booth selling giant packs of tube socks for $4 are vendors hawking fresh produce such as cactus leaves and papayas.But to the truly dedicated, it's just another weekend at Denio's Roseville Farmers' Market and Auction Inc.Located at the same spot on Vineyard Road off Foothills Boulevard for almost 60 years, Denio's has become a cultural icon for the area. Touted as Northern California's oldest and largest outdoor attraction, Denio's almost defies description. In the Know: Denios Roseville Farmers Market and Auction Inc.Where: 1551 Vineyard RoadWhen: 8 a.m. to 2 p.m. Fridays (open-air market only); 7 a.m. to 5 p.m. Saturdays and Sundays, rain or shineCall: (916) 782-2704 for more informationQuick Facts:* Denios has operated at the same location since 1947.* It is touted as Northern Californias largest outdoor attraction.* It is still owned and operated by the Denio family.How can you adequately convey the sights, sounds and smells that emanate from the 80 acres of asphalted space that is home to Denio's?"It's always amazing to me how many people are here week after week," said Valerie Lupear of Sacramento, who operates Touch of Gold at a corner booth in Denio's with her husband, Don. "I don't know if it's the fair atmosphere or what, but people love it."The Lupears have worked their business, which specializes in fine fashion jewelry, at Denio's for five years. Don said the couple had attended similar swap-meet-style sites in San Jose, but enjoys the proximity of the Roseville location."They're just some really great people out here," he said. "Not just the people working in the office, but other vendors and the customers, too. We get a lot of repeat business from customers who are here every week."Longtime customer and Denio's faithful Jesse Duran is one of those who gives the workers his 50 cents every weekend to enter one of the gates to Denio's."The appeal to me is very specific," explained 43-year-old Duran, who has been visiting the swap meet/garage sale/produce stand atmosphere since he was a teenager. He even worked in the parking lot of Denio's as a teen, and spent his off hours wandering the aisles of new, hard-to-find and otherwise unique products available each weekend.These days, Duran focuses on the antiques and collectibles dealers in an effort to not only add to his collections, but to resell items to other buyers."I tend to look for smaller things," he said. "Bigger items, like furniture, are harder to store, sell and move."As a veteran Denio's shopper, Duran has noticed the changes the Denio family has made to keep families and individuals coming back week after week. New bathrooms, better organization and better food have been hallmarks of upgrades in recent years, he said.What impresses Duran and many of his friends - who are also die-hard Denio's regulars each weekend - is the ability to find just about anything at the open-air stalls at the facility."There are a lot of people who go just for the produce, or just for the flea market-style items," he said. "In some areas, it's almost like a different country. It has a very bazaar feel to it."That's just one of the aspects the Denio family has strived to continue since the market opened in 1947, explained Ken Denio, president of the company and part of the second generation to operate the family business."Personally, I feel we are the best at what we do," he said, adding "what we do" includes providing a family-friendly atmosphere, offering a place where customers can still haggle with vendors and serving as an incubator for small businesses."We still tell people, if you can sell it here, you can sell it anywhere," Denio said.Sherri L. Shaulis can be reached at sherris@goldcountrymedia.com.