When Bailey Nelson first came across 221 Pearl Street last January, it was completely vacant. The lights shone onto the street at night, catching Nelson’s eye, but there was nothing in there.
“I kept walking by, I came back…every night to look at it and see, ‘Is this something I want to do?” said Nelson.
Those late-night walks were the foundation for what has become the newest addition to downtown La Crosse. Pearl Street Gallery held its soft opening last Friday as part of Downtown Mainstreet La Crosse’s annual Holiday Open House.
One reason Nelson was drawn to opening Pearl Street Gallery was to have an official home for his first company, BVisions Media, which Nelson started six years ago. The media production company, one that “offers value-added vision to local stories,” needed office space so Nelson could bring on more people. “I couldn’t expect people to come to my house anymore,” said Nelson.
Another reason was that Nelson wanted to be a curator of an artistic experience that would showcase the La Crosse area’s talent. He felt there were many local, inspired artists, but there wasn’t a space for them to display their work and the beauty of the La Crosse region.
“I’ve been to other places in the world, and I’ve realized how much opportunity there is, how lucky we are to live in a place like this…I think people should be proud to be from here,” said Nelson. “Lately, in…downtown spaces…I think there’s been a pivot as far as people just enjoying La Crosse and coming together as a community.”
Nelson explained that he wanted to create a space that would give back to a city and community which he felt had done so much for him. When it came to the location for that space, the opportunity was too perfect for Nelson not to take it.
“I wouldn’t have [opened Pearl Street Gallery] if it wasn’t on Pearl Street,” said Nelson. “I wanted to add value to Pearl Street…I feel like it’s the heart of the city.”
While the photography and artwork on display at the gallery are his main focus, how Nelson plans on adding value to the street he holds dearly goes beyond just the artwork.
Nelson described how he wanted Pearl Street Gallery to be a unique place that gives people a feeling or an experience that leaves them feeling glad they came in. Nelson wanted to be the curator of that space and control factors such as lighting, music, sight and smell to give people a memorable experience.
While it’s early in Nelson’s journey with Pearl Street Gallery, he detailed how he’s already begun to see the fruits of his labor. A recent conversation with a customer helped Nelson realize the effect the gallery is having on people.
“I asked her, ‘What was your perception when you came in…’ she took a big breath, and said, ‘I thought it was amazing and it made me take a step back and remember to look up and appreciate what we have…’ she started to cry,” said Nelson.
He continued, “It gave me chills and emotions…that meant so much to me,” said Nelson. “I’m so proud that I made her feel that way…she left a better person and with a different feeling because she came in here.”
Eventually, Nelson wants the gallery to become known as what he described as a “coffee shop without the coffee,”: a place for people to come and stay for a variety of reasons without the pressure of needing to do business. Whether you come in with coffee, work, or a group of friends, he doesn’t want people to be shy about making Pearl Street Gallery a hangout spot.
At the gallery’s peak, Nelson envisions live music playing while people gather around all forms of art. “Just a space people look forward to going to,” he said. “Or, if we do host an event, it’s something you don’t want to miss.”
The inviting chairs, vibrant lighting, and floor-to-ceiling photography demonstrate Nelson’s mission with the gallery: to always be elevating himself and others.
Pearl Street Gallery is open from 12 p.m. to 7 p.m. Tuesday through Saturday and 10 a.m. to 2 p.m. on Sundays. You can follow them on Instagram and Facebook, and visit them on their website.
