For Jen Taler, living small got a little bit more complicated this year when she became a mother. The co-founder and creative strategist for Fergusons Downtown, though, remains a staunch advocate of minimalism.
“My boyfriend and I have grown so much stronger being able to coexist in a small space — and now we’re navigating that with a baby,” she said. “It’s not for everyone, but I have to say, we are crushing how to share space, navigate movement, all the things — especially all the new baby things — and being a family.”
Fergusons Downtown, at 1028 Fremont St., is a community built within a city block that once was home to Fergusons Motel but now hosts restaurants, events, Airstream trailers and tiny homes.
Do you have any recent news or updates you’d like to share?
2020 has been a year of new phases. I have entered motherhood; motherhood while running a business; and motherhood while running a business during a global pandemic. This year has not shied away from throwing new challenges my way, and adjusting to all the new normals is a constant work in progress. I find myself continually testing things and re-adjusting to what works and what doesn’t. I am beyond grateful for the team at Fergusons Downtown for their continuous resilience, and for showing up for each other and this community. I also cannot thank the community enough for their ongoing support of the small businesses and creative community in Las Vegas. We would be having a very different conversation if those two things were not true and/or happening.
What’s the biggest culture shock for people who “live small”? What were your concerns and expectations, and how has the lifestyle changed you?
Any adjustment and change comes with its various layers of emotions, and for everyone those are different. For me, having everything I own in one spot is what is really appealing about living small. The experience for me has been really eye-opening, especially with being more intentional with my purchases; more creative with how I create my spaces and maximize/use space; and communication.
How has COVID-19 affected your city block?
It goes without saying that the city block, as well as most of downtown Las Vegas, was desolate for months. Now, we’re in the phase of slowly building back to an environment that supports the community but is also safe and responsible. The transition has been quite the shift. We went from weekly events with more than 40,000 people a month, people hanging out and hugging, to a halting stop. What I can say, though, is through all of these transitions and adjustments, our community — both those who reside within the city block and those who come from around the valley — continues to show undying love and respect for each other and our city. Even though it’s been a wild ride — one that is not over yet — we have had a strong support system during these hard times. I am so grateful that we have intentional patrons coming to Fergusons — with more than 50% of the people who come down walking out with a purchase. I have felt and seen the love and support this community has for each other and to get through this.
What do you think will be the new normal?
The new normal is kind of what we have been going after since Fergusons was just an idea. I think and hope the new normal will be more intentional gatherings, depth to gatherings and purchases, and more intimate and connective experiences. I am excited for the future. Sure, it’s uncharted waters, but I am excited to see what we all come up with and do.
What is the best business advice you’ve received?
A family member once told me, “nothing is set in stone.” I have relied on this advice over and over in my career. It’s really freeing to know that you can always push the boundaries, break the rules, and try to understand the whys behind everything. When you go into business decisions knowing they don’t have to be permanent, you’re really able to change and shift to make true impact.
Is there some business decision you’d like to have back and do differently?
I know it’s cliché, but I wouldn’t be where I am today without everything I went through. My career hasn’t been an easy or straight road, but fortunately, I don’t have any major regrets. I tend to dive headfirst into opportunities that present themselves. This gets concepts and ideas in motion so we can actually execute them and bring them to life, but it also leaves room for obstacles, adjustments, trial and error. But through all of those growing pains is an opportunity for growth. I spend a lot of time in those moments — analyzing what worked, what didn’t, and why. It’s in those moments that I feel like I grow even more personally and professionally.
If you could change one thing about Southern Nevada, what would it be?
I would love to figure out a more efficient and timely way to get more local businesses up and running. From conception to opening, the process takes so long, and it stunts our economic growth. There are so many people wanting to do things downtown and across the valley, but when you consider the loops, hoops and costs, it makes it really challenging for these small businesses to move forward.
Name the three top must-see destinations in downtown.
The Neon Museum, to see the history of this city through the lens of neon signs.
The Mob Museum, to learn about the wild roots of our city, understanding the foundation that we were built on and how things have changed, grown, etc.
The Arts District, because this is where I fell in love with Las Vegas. It’s been really cool to watch that region of downtown continue to grow and evolve. I’m excited to see how the Arts District and Fremont Street will eventually integrate and connect.
What are you reading right now? Or binge-watching?
I recently binged “The Morning Show” on Apple TV. I highly recommend it. I’m also currently reading “Me and White Supremacy,” “How to be Anti-Racist,” and all the baby development books.
Where do you see yourself in 10 years?
This question is always so tricky, because I never would have thought or anticipated being here 10 years ago. I truly believe in being present, seeing what is in front of me, and making sure I’m working through those moments. Don’t get me wrong, I like to look forward, but more so in terms of looking at how to grow current business and personal goals and letting that guide my next steps. Honestly, I have no idea where I will be in 10 years, but the goal is to be present, happy, passionate, healthy and engaged in projects that create the most impact for our community.
If you could live anywhere else in the world, where would it be and why?
I lived in Australia for a bit in my 20s, and I loved it. Being able to hike in the morning, end up on the beach in the afternoon, and have the city to explore in the evening was magical. But for now and the foreseeable future, Vegas is my home.
What is your biggest pet peeve?
Beating around the bush and not being transparent. I am a firm believer in open and honest conversation. So many of our issues stem from not having open dialogue. If we could all come to the proverbial table and express ourselves respectfully and truthfully, I really think we’d see so much less misunderstanding, ego, hurt feelings, assumptions, etc.
Where do you like to go for a power lunch?
PublicUs is my spot. It’s nice that it’s so convenient and close for me, but more importantly, the creative culture, the warm environment, and the delicious food hit all the buckets for me.
What is something that people might not know about you?
I can wiggle my ears.
Anything else you want to tell us?
Everyone has something to offer, and our community is full of awesome people dedicated to making an impact. Keep doing it.
This story appeared in Las Vegas Weekly.