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Eric and Tracy Denio remember Roseville before it was a suburban powerhouse — back when their childhood days were spent roaming among fields, ranches, ponds and gravel pits. During that era, their grandparents’ bustling hub for produce sellers and aspiring entrepreneurs was considered the very edge of the city. Flash forward to today, and Denio’s Farmers Market & Swap Meet is surrounded by oceans of homes and shopping centers that span for miles in every direction. But one thing that hasn’t changed is its ethos: The kin-like connection that “Big Jim” Denio established with his employees and vendors is something that Eric and Tracy are determined to carry on.

However, while the current generation of Denios remain committed to their grandparents’ values, they’ve recently conjured up some new ideas that mid-century fans of the market never would have dreamed of. Eric and Tracy were already running Northern California’s largest fresh produce market (two football fields’ worth of leafy greens and citrus freshness), but now they’ve branched out into having one of the most unique entertainment landscapes in the region. 

Today’s Denio’s features a concert venue Market Plaza Live that draws hundreds, sometimes thousands, of live music lovers. It also has attractions that range from top-notch food vendors to live-action movie characters, children’s carnival rides, Hispanic-themed circuses, an annual haunted house, Mexican pro wrestling exhibitions and dazzling car shows.

When a company owns 75 acres of prime land in South Placer, the sky’s the limit. 

“We are very grounded and rooted in our history, but we realize with any business that’s been around nearly 80 years, you have to shift and adjust and be willing to make changes that are really outside a comfort zone,” says Tracy. 

Eric agrees. “I think my grandfather never really knew that it was going to grow to be this big,” he adds. “If he was alive today, he’d probably be elated.”

Big Jim’s market career started when he worked as a livestock and produce trucker after his service in World War II. He met his future wife, Marilee, while doing that job. The couple eventually opened their market and auction in 1947. As the business grew, their son, Ken — Eric and Tracy’s father — began working for the operation. Eric became an employee at the age of 13, though his memories go back farther. 

“My dad was both white collar and blue collar,” he recalls of Ken. “He had an office for helping run the business, but he was also in the background welding and hammering. There are pictures of me with him when I was really young, holding two-by-fours and 16-penny nails.”

When Tracy’s mind returns to those days, she sees Big Jim and Marilee cruising along the vendors in their golf cart.

“This was their baby,” Tracy stresses. “They didn’t ever do it for the money; it was because this is what they loved.” 

Big Jim and Marilee also cared about the personalities at the heart of their market, endeavoring to make them feel welcome. That’s led to some vendors and farming families being part of Denio’s for more than 30 years. There are few employees with similar stints.  

“We’ve spent so much time with members of these families, it’s more like a brother or sister — same with some of our employees,” Eric notes. “And that’s what keeps this big ship going.”

Loyalty and stability allowed Eric and Tracy to focus on expanding into entertainment, offering new attractions to compliment the experience of visiting Denio’s antique dealers, flea marketers and produce sellers.

Among their biggest successes have been concerts at the fully professional stage they built in 2017. With the help of marketing director Kevin Hernandez, Denio’s has hosted acts with huge followings, particularly in the Latin and Hispanic communities.

Mariachi Bonita’s de Dinorah Klinger, an all-female mariachi band, is one of them. An even bigger draw is Anything for Salinas: A Selena Tribute Band. Eric and Tracy have watched thousands of fans come through the gates for that show.   

From Tracy’s perspective, Denio’s evolution into an entertainment hub is something many in the region still don’t know about. 

“It was a great move, and we probably could have done it a lot early,” Tracy says. “We’re still testing things, but I think we’re going to keep heading in that direction.”

She also reflects, “Our grandparents built this, and we’re blessed to be able to carry it on.”   

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