Freelance Resume
Antiques everywhere
daughters of the founder recall 50 years of ‘the Show'
by Jonathan Cook
BRIMFIELD - People who have grown up in this area since 1960 do not know a time when the "Flea Market" didn't bring antiques to the flat fields surrounding Route 20. But when this three times-a-year, week long antique show extravaganza called the Brimfield Antique Show and Flea Market first began in 1959, it was one Saturday in September, and that's it.
It cost 50 cents to get in, and the flow of cars did not extend all the way into other towns like it will next week, 50 years hence.
"It was all Dad," in the beginning, says Judy Reid Mathieu. Together with her sister, Jill Reid Lukesh, they formed J & J Promotions in 1975 to continue hosting the events on land their family bought in 1947.
About 15 years after its beginning, the Reids filled their mammoth parking space and market goers went knocking on doors of the neighbors asking for a place to park. In that sense, thanks to the Reid's, opportunity literally came knocking for surrounding residents. Doors were opened, and soon other fields began filling with exhibitors. The opportunity offered by this steadily growing economic engine has spread over the decades into neighboring towns, sustaining restaurants and motels. Next week, for miles down the road, tents will be brimming with collectibles.
While other promoters along the road allow free admission, J & J still charges. Today it's $5.00 to get in - not a lot, but enough to follow their father's advice to "always charge." Judy explains that it's a way to attract the serious buyers. The proof of that strategy is the many exhibitors who come back year after year. "They do quite well or they wouldn't come back," she says.
But they do come back, and they have fun at it, too. "A lot of them have been in the same booths year after year," Judy says, adding they are "next to the same neighbors year after year. And you hear it said, ‘family reunion, family vacation.'"
After all this time and success, Judy sees the show continuing to grow.
"A lot people are realizing that antiques are an investment," she explains. "I think in time, we're going to find more young people that are interested. We've seen more and more young people come into the show, thank goodness, because a lot of the old timers are no longer with us."
They attribute their longevity in part to "years and years of advertising. All over the country, we spend a tremendous amount on advertising."
They do admit this year's drooping economy has touched their business, and as a result they now wave admission on Saturday. "It's our stimulus plan," Judy says with a smile.
Her happiness is evident. She says, "we do it because we like it." She adds that working with her sister is satisfying as well. "We never sat down and said, this is what you do, and this is what I do. It just fell into place, and we both marvel at it."
Even more, Jill says, knowing the show they've worked so long at has help prevent the town from having ever to override proposition 2 1/2, instills a sense of civic pride.
For generations of youngsters growing up here, the chance to work at the show, "stamping hands, collecting at the gate, cleaning port a johns, parking cars," says Judy, has provided "bicycles, sneakers, extras" for the kids who work. "It's a learning experience too."
The Reid family began in the antiques business before 1910, says Judy. Her father's father was an auctioneer. Her father followed in his footsteps and was "one of the best" auctioneers of his time. "He could rattle it off," says Judy. As an auctioneer, he had connections to dealers that were instrumental to beginning what grew into the the largest outdoor antique show in the world.
For more information, visit jandj-brimfield.com or brimfieldshow.com.
Jonathan Cook, Editor
JonathanThomasCook@gmail.com
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