For anyone who has lived in the neighborhood or has driven down the stretch of Bailey Avenue between Broadway and Walden, the Wildroot building is hard to miss. It literally hugs the bridge which takes cars and pedestrians traveling on Bailey over the railroad tracks. It’s iconic in the sense that it serves as a reminder and connection to Buffalo’s storied industrial past. The building has sat vacant since the 1980s. But hopefully, that’s not the end of the story.

Enter Christina Lincoln and Mark Paradowski…two people who have taken up the cause of propelling the Wildroot building back into the spotlight. Their hope is to see the building redeveloped. I recently reached out to both of these preservationists to do an interview about the building and their grassroots efforts to bring the building back to life.

Interview:

How did you get involved with the Wildroot Building?

1000026_653376351367261_1562303366_nCL: My first interaction with it involved a Buffalo’s Young Preservationists (BYP) event. We heart bombed it in February of 2014 (and again in 2015) and I started to learn the story of the company and the people that worked there and their dedication to the place. Soon after the 2014 heart bombing, I moved back here from Cleveland and I got even more involved. While I was working for Preservation Buffalo Niagara, I contacted the State Historic Preservation Office (SHPO) and they told me what it would take to get a 3rd party determination of eligibility for the property and we quickly took the photos they needed and submitted the information. Something about that building really drew me in right from the start- its story and the challenge of its reuse were a large part of that.

MP: As a kid growing up in the Bailey/Walden neighborhood, its dominating presence caught my attention every time we passed by to visit family on the Broadway side of the tracks. In 2012, Marty Biniasz of Forgotten Buffalo highlighted it as one of many upcoming East Side industrial demolitions proposed by the mayor, and its fate seemed sealed, as nothing else on that list survives today. I posted my dismay at its potential loss, and an aunt reminded me that as a 7 year old kid, I’d always say “some day I’ll put windows in that building.” I decided that if I recognized its importance as a kid, as an adult I had to act. Mike Puma and Dana Saylor, active preservationists involved in both research and restoration, walked me through the information gathering process at City Hall. I was introduced to Tim Tielman of the Campaign for Greater Buffalo, and he explained to me how its survival will depend on the spotlight I can put on it and the history I can uncover. I started a facebook page, chronicled its history, and began searching for volunteers. From there our BYP organization took it as an ongoing opportunity to provide a real impact in a lesser known but important neighborhood. Since then I have written a local Landmark application and worked with PBN and SHPO on getting it National Register Eligible, while also keeping the councilman and neighborhood up to date on our cleanup efforts. The EPA has even been involved to help provide a safer and more save-able building.

Why is saving and preserving this building important for Buffalo and the East Side?

10689844_780440595327502_5992233881846209514_nMP: The importance of saving historic structures in Buffalo is becoming obvious, after the concept spent years in relative obscurity. Every week there is a new development project or neighborhood renaissance in the news that is only possible because of the re-use of existing buildings. However, much of that impact has been felt downtown and to the west and north sides of Buffalo. Wildroot not only represents the East Side, but the far east side of town. Its location is surprisingly strategic, yet not often considered. It is located on a major rail spur, less than a mile from the Beltline and Central Terminal. It has arterial road access to east/west corridors Walden and Broadway, as well as north/south via Bailey. The 33, I-90, and I-190 are all within 2.5 miles. UB South, the downtown core, and the Galleria are just 3 miles away. And the airport is only 4 miles out. And between them all sits the largest, most well built building of them all, Wildroot – which also happens to be available, structurally sound, and eligible for 40% historic tax credits on renovations.

CL: A creative and thoughtful reuse could really act as a catalyst for the Walden Bailey neighborhood. The east side hasn’t seen as much investment or attention as the west side and large swaths of it are being demolished at a rapid pace, yet it holds so much of our city’s history. It was first Grennan Bakery which held the largest cake oven in the world in the 1920’s and 30’s. Then Wildroot moved from 1490 Jefferson Avenue to this location and added the Bailey Avenue portion of the building. The Wildroot company was headquartered in this building and it was an internationally known company with deep local roots. The people that worked there, worked there for life and dedicated so much of their time and energy to the company. In turn, Wildroot took care of their employees and even started what is now known as the Western New York Foundation, so in a way, it’s still taking care of Buffalo.

I called a demolition company to see how much it would cost to demolish a 100,000 square foot building that was made of steel reinforced concrete. Are you ready for it? Over a million dollars. To get nothing. A trash strewn lot. I also called a mason and had him go out and look over the property and give me a an estimate to fix the brick facade- $160,000. That sounds like a better investment. Preservation efforts and history aside, it makes no sense to spend that kind of money to get nothing out of it not to mention the amount of waste it would create. Reusing the building would not only allow for future generations to inquire and learn about the company and the importance of Buffalo during that time but it would also mean an investment in a neighborhood that could really use it and benefit from it. The city would also gain tax revenue.

There is a bit of a personal story in this as well. My great great grandparents lived and worked in this neighborhood in the early 1900’s until at least the 1940’s, so I had taken an interest in it before I even moved back in an effort to find out more about them. Most of their homes are still standing which is amazing and both Grennan and Wildroot were no doubt an important piece of the neighborhood’s fabric.

What is the current status of the building?

CL: Wildroot is the definition of a zombie property. The listed owner passed away in 2011 and the willed owner never petitioned the court to take title to it. The City of Buffalo posted a demolition notice on the building in fall of 2014. It has since been up on the InRem auction block at least twice but there were no takers. The minimum bid was $2,000. It’s sort of heartbreaking and if I had the money to buy it and restore it myself, I would. The EPA has also done a clean up on the site and with SHPO determining that it is qualified for listing in the National Register of Historic Places, it could be eligible for 40% in historic tax credits as well. The buildings reuse also has the support of Assemblywoman Crystal Peoples- Stokes, so I’m hoping that partnering with her office will bring some much needed attention to the site. Until then, we will continue to host clean-ups and spend our own money to take care of it and keep it as secure as we can.

MP: As I’ve mentioned, the building is structurally sound, according to various contractors and the City itself. However, that does not mean it is without its problems. Its owner died in 2011 without a next of kin or plan for a sale. The building could fall to the city for back taxes, but it is unlikely they want to assume a structure of this size without a plan in place. It has also required some brick removal and will need more masonry repair, along with proper window coverings. BYP has been performing yearly cleanups of the exterior grounds in order to make it safer for neighborhood residents. I’ve also headed up a small team of volunteers with a background in construction to build fencing, board up windows and doors, and perform minor roof parapet maintenance. And last year the EPA came in to clean up oil drums and tanks, remove asbestos, and further secure the grounds. Its status remains in limbo as we work to secure an owner or ownership group that can take on this project, but the effort is worthwhile, as it would cost taxpayers over a million dollars for a hole in the ground if we fail.

What types of reuse do you envision for Wildroot?

10929048_824006420970919_4469825761041913133_oMP: Wildroot doesn’t yet benefit from the higher rent apartment climate of the West Side, but it has every other re-use opportunity at its finger tips. It is zoned commercial and industrial, while also located right on the doorstep of an intact neighborhood. The quickest way to activate the building would likely be a combination of storage space and business incubator space. This would require the least amount of start-up costs while providing an opportunity for the neighborhood to grow with the building. From there, it has both light industrial and office space available, which would be great for a local company looking to expand into a bigger space, or an out of town manufacturer looking for a way to begin production more quickly than the timeframe a new build would require. It has the rail and truck shipping capability already in place. It would also be ideal for a brewery, museum, or artist space, given its unique combination of name, history, visibility, and supreme build quality.

CL: With all of the reuse in this city, this is really one of the only available industrial sites remaining and there is no end to what it could be. It’s a daylight factory so there would be plenty of windows and natural light if they were to be opened back up and the office portion also lends itself to many uses. I have a whole list of things it could be. We even tried to get the Albright Knox to take a look at it for their expansion. Letters have been sent to pretty much anyone else that has looked to open a business here too. My ideal use would be a trade school that focuses on historic materials.

Obviously, a use that benefits the neighborhood would be the best- whether that’s light industrial or a training facility to create jobs opportunities or some kind of housing. For some reason I think that Wildroot’s founders would like that idea too.

Are there any interesting parts of building’s history you would like to share?

CL: I think one of the coolest things about the building are the large stainless letters that face Bailey that still read WILDROOT on the early moderne part of the building. The lettering survived despite Lifesavers and Tetley Tea moving into the building briefly in the 1960’s after Wildroot was sold. The company itself was extremely innovative right from the start. The double shaving mug was invented by the original barbers, Morrell Howe and Robert Kideney that created Wildroot in the Iroquois Hotel. The cream- oil product itself was an innovation important to styling products of its time. Because of World War II, alcohol could no longer be used and cream- oil was alcohol free. The inventor of that product, Emanuel Gundlach, is also credited with creating menthol cigarettes. The cream-oil product wasn’t accepted by the company at first because it looked too much like toothpaste. But Gundlach watered it down and put it into a bottle and it took off. His son, Robert, invented the Xerox copy process and is in the National Inventor’s Hall of Fame and also worked mixing the cream oil product briefly. Wildroot sponsored many of the TV and radio programs that our parents and grandparents watched (The Adventures of Robin Hood was one), Nat King Cole sang the jingle and Ronald Reagan starred in print ads so it was no small company. The jingle was written by Woody Herman, a popular bandleader in the 1930’s and 40’s. Wildroot had a sort of pop culture impact on the world before pop culture was actually a thing.

There is a video that was created by Wildroot showing the inside of the building and its manufacturing facilities that I would love to get my hands on. We have the transcript but to be able to see the building at the height of Wildroot’s popularity would be amazing. It was still in existence until a few years ago- if anyone out there reading this knows where it is, please let us know!

MP: The building’s history is far more unique and important than its outward appearance shows. When constructed by the Grennan Bakery in 1929, it was the largest cake kitchen in the world. In today’s dollars, the warehouse portion alone was a $15 million dollar investment to the neighborhood. When local company Wildroot took over the complex in the 1940s, they built the office portion and moved all worldwide operations on site, creating the largest hair tonic manufacturer in the world. Who today would imagine that the building they drive past on Bailey Avenue was at one time the largest manufacturer of its day in two separate industries! As the Wildroot headquarters, it also became the center point of the Wildroot experience, which involved some of the first the television sponsorships of Major League Baseball, print ads featuring Ronald Reagan, a jingle sung by Nat King Cole.

As if its own business and advertising legacy weren’t enough, the Wildroot cream oil inventors son worked at the plant on Bailey before going on to invent the modern Xerox copier process. Robert Gundlach is now in the Inventors Hall of Fame. And the company legacy lives on as well, in the form of the WNY Foundation. The WNY Foundation, originally named the Wildroot Foundation, has been in continuous operation funding local non-profits with $11 million over the course of 60 years, and it all started with the donation of Wildroot stock by one of its owners.

Where can people find out more info on the building and stay in-tune with efforts to save it?

11828584_915235368514690_8726029747030070112_nMP: The website www.wildrootbuffalo.com will eventually be the source for news and historical information, but currently it is redirected to our facebook page, www.facebook.com/WildrootBuffalo. Updates on events can also be found by following the Buffalo Young Preservationists. http://www.preservationready.org/Buildings/1740BaileyAvenue maintains the most up to date information on efforts to save the building. And in the past 2 years, the Buffalo News, Buffalo Spree magazine, WIVB and WKBW have all run print and/or television stories about its legacy and our ongoing efforts to save a truly unique Buffalo resource. I would also encourage any interested volunteers or former employees to contact myself directly or BYP, and anyone who believes this building is invaluable to the Bailey/Walden area to share that concern with councilman Fontana and his staff, who have been quite helpful in keeping worthwhile buildings standing in this neighborhood.

CL: The best place to find out about the building and our efforts is the Wildroot Buffalo Facebook page. Mark Paradowski has spent an extraordinary amount of time on this and I learn something new about the company from the page whenever I look at it. Preservation- Ready Sites (preservationready.org) is also a great page to learn about not only Wildroot but many buildings, past and present, in Buffalo. It is updated regularly by Mark P. and Kevin Hayes. It really is a tremendous resource and we’re lucky to have the website and the people so dedicated to our city.


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