One can
debate whether last week’s virtual introduction to the newly expanded Magnolia
Market at the Silos, the wholesome, all-American tourist mecca forged from an
old cottonseed mill in downtown Waco by successful reality TV superstars Chip
and Joanna Gaines, was ill timed or perfectly timed. The Zoom press conference
for Greater Waco Chamber of Commerce members briefly distracted from the emerging question of whether another reality TV superstar elected
president in 2016 on the nostalgic slogan of “Make America Great Again” was
mounting a dramatic White House exit for their entertainment and his ego or an
unprecedented assault on democracy in America.
In fast-growing, robustly conservative McLennan County of a quarter-million
people, a Central Texas county where 61 percent of us subscribed to four more years of
ratings-mad, crowd-obsessed real-estate tycoon and marketing dynamo Donald Trump, even
after mismanagement of a pandemic contributed to hundreds of thousands of
American dead and left his cherished economy reeling, the Gaineses by sharp contrast
did what they do best: skirted politics and accented the positive, the
inclusive and the compassionate. They showcased a very different sort of
American nostalgia, this Waco-themed complete with a Katy Ballpark wiffle ball
diamond, named for the stadium that stood at that spot for much of the 20th
century, and a somewhat faithful (but only somewhat) reconstruction of Second
Presbyterian Church, once upon a time at North 13th Street and Jefferson
Avenue, built in 1894 and now resurrected at Magnolia as a generic house of
worship, sanctuary and contemplation.
Expanded
right on through our pandemic times to the tune of $10.4 million, the site now
conjures up one of those idealized versions of Americana into which
screenwriter Rod Serling often transported weary, emotionally wounded
characters in episodes of "The Twilight Zone," along the way offering
heartbreaking lessons on the perils of slipping too deeply into bygone days.
(One might argue Serling's terse screenplay for "Seven Days in May" is more
appropriate lately. In my book, it's required viewing for every American.) Yet the
Gaineses' vision of America is compelling at best, innocuous at worst. Leaf
through their upscale seasonal magazine, Magnolia Journal, and one finds
thoughtfully articulated "manifestos" by renovation
expert-turned-lifestyle guru Chip Gaines, mixing Texas masculinity and boisterous hospitality with rare
humility and nuance:
"We believe everyone
deserves a seat at the table and everyone has a story worth telling. We believe
in human kindness, knowing we are made better when we all work together. We
believe in courage, cartwheeling past our comfort zones and trying something a
little bit scary every day. We believe that failure needn't be a negative
thing; rather, we learn from our mistakes and fail smarter next time. We
believe in doing good work that matters and, in choosing that, nudging others
toward doing the same. We believe that newer isn’t always better and that it’s
time for the pendulum of trend to swing back to the basics. We believe in
unearthing beauty, however hidden or subtle it might be."
In the
same vein, Joanna Gaines, proud of her Korean heritage, welcomes
multiculturalism and more in her new children’s book, “The World Needs Who You
Were Made to Be,” which “shows the beauty of celebrating our differences and
taking care of one another.”
Such Magnolia
manifestos and storybook morals seem wildly incongruous in the Age of Trump, an
era of xenophobia and self-delusion and deceit that began well before their popular series
"Fixer Upper" first aired and is likely to outlast even Trump's
embattled presidency.
As
power couple Chip and Joanna Gaines seek to lure back an estimated 30,000 shoppers
and gawkers who each pre-pandemic week since 2015 have swarmed Magnolia Market
at the Silos, their internationally popular brand sits uneasily alongside that
thunderingly touted with success by the nation's reality TV show president,
beaten for re-election in 2020 by a greater margin of voters than he himself
garnered in 2016, yet unwilling to abandon the world stage without the most
desperate, even embarrassing of legal fights and cheap shots. As chamber
members considered expansion of Magnolia Market and some openly pondered
how they might further piggyback on the presumed resumption of its commercial
success, it was nonetheless impossible to ignore the news headlines of the
moment: The president's undisciplined and unprepared legal team was striking
out in one federal court after another in attempts to invalidate broad swaths
of the American electorate through conjecture and conspiracy theory rather than
hard evidence of election fraud.
For all
the local malcontents who in recent years have blamed the Gaineses for
everything from traffic congestion downtown to spiraling property values to sometimes saccharine and arguably even naïve views of societal tolerance and acceptance, the wholesome vision offered by Chip and Joanna certainly includes more opportunities and
more pride than when Waco was readily identified with the deadly 1993 Branch
Davidian siege 10 miles east of town and rock guitarist-turned-apocalyptic
cultist David Koresh's hold on trusting followers right to the fiery end.
Whatever else, the Gaineses have spurred a downtown revitalization that only a
few years ago seemed a long shot, even though city officials, civic leaders and
chamber boosters earlier laid the foundation for such a comeback. Yet in only
five seasons of their hit TV show "Fixer Upper" and their
home-furnishings-cum-good-times marketplace extravaganza, the Gaineses have
without question made it easier to pursue entrepreneurial dreams in Waco or
sell a home (if one really wants to leave now that things are getting
interesting). The attitude by many is that the Gaineses' success lifts all
boats.
Certainly,
the Gaineses and their staff have done their bit. During a casual survey I took
of the place during the torrid summer of 2018, a Magnolia Market at the Silos
employee dutifully resupplying foldout maps and directories of Waco offerings
politely asked if I needed suggestions on where else to go while in Waco. She
not only suggested such local attractions as the Texas Ranger Hall of Fame
& Museum, Waco Suspension Bridge and Cameron Park — the 414-acre municipal park, complete with two rivers, amazes first-time visitors — but she even suggested places one might rank as
local competition: The Findery just down the street and Spice Village over at
RiverSquare. That summer the Magnolia momentum continued unabated, as any visitor to
Magnolia Market, its insanely popular bakery (and those cupcakes) and the
nearby breakfast-and-lunch eatery Magnolia Table could testify: I saw license
plates from Wisconsin, Florida, Illinois and California. And if you wanted to
add a touch of politics to the mix, Joanna Gaines talks about folks who sit down as
strangers at what might be called communal tables at either Magnolia Table or
the Silos and leave better acquainted with how other folks live and believe.
Trip
Advisor testimonials confirmed the huge appeal, such as the woman who during a
road trip from Kansas City to Galveston to embark on a cruise ship talked her
reluctant husband and teenage son into stopping off at Magnolia Market: “And it
did not disappoint. I loved that there were so many things to do and see outside
while you waited. The fellas played some soccer, photo-bombed people trying to
take pictures of the Silos (sorry y’all), I sat on a swing and chatted with
some other people visiting, went to the garden. Just awesome all around. I got
my shirts, a mug and a popsocket and we were out pretty quickly.”
Most
visitors offered similar experiences, even if noting high prices and crowds.
One of the few to grouse was a man from Alabama whose wife not only had
Magnolia Market at the Silos on her “bucket list” but hoped she would meet
Joanna on the grounds. After dismissing the parking, the merchandise and the
lines and getting into an argument with his wife, he wrapped up his review by
noting: “Oh, well, I am in the doghouse for deciding to leave the wife in line
and finding a place to sit.” (For the record, he thoroughly enjoyed his later visit
to the nearby Waco Mammoth National Monument, which President Obama declared
part of the National Park System in 2015 at the urging of city, Baylor
University and local philanthropists. No word on his wife’s reaction to the
place.)
And
whatever else, the Gaineses do seem more disposed to charitable endeavors than
some reality TV show pretenders, including the most famous of all, ordered in
2019 to make $2 million in restitution for illegally using charitable funds for
political purposes. One example of the Gaineses bolstering their reality TV
image with genuine reality: turning over the pristine Magnolia grounds to what
some might label the motley congregation of Church Under the Bridge, whose
open-air Sunday gatherings include many of the poor and the homeless as well as
students from nearby Baylor University inquisitive about Christianity
in action. When inexhaustible Pastor Jimmy Dorrell and his congregation faced
temporary displacement from their longtime site on South Fourth Street beneath roaring
Interstate 35 because of long-term highway construction, the Gaineses offered
Magnolia, otherwise closed on Sundays. Another example: When funding dwindled
at a critical point for The Cove, a startup nonprofit offering homeless
students a place to study, freshen up and even get counseling, the Gaineses
rode to the rescue with sufficient funding to bridge the difficulties. And the
list of charitable efforts by no means stops with these.
When
Amy Gaston, Magnolia's director of local marketing initiatives and events,
described the old wooden church reimagined and reassembled on the expanded
Magnolia grounds — and to standards less than acceptable to local landmark
preservationists — she spoke of it as a place of sanctuary and solace. Indeed,
it offers what many abandoned churches offer: a powerfully iconic symbol of
what each of us imagines the Christian faith can and should be, not what it too
often is, especially in these turbulent days when religion is hopelessly mixed
with politics and corruption to the point of undermining its use as any sort of
moral or ethical compass in American life.
"The
original plan was to essentially pick up the building and move it to the
[Magnolia] grounds because we felt like it could really be this beautiful
anchor to the new portion of our grounds," Gaston explained. "But as
we got in there, we realized that a church built in 1894 has a lot of damage to
the foundation and roof and all that. Our team has worked really hard to
preserve as much of the history and original pieces as we can, but the
structure itself is new. If you go in it, you'll notice the wainscoting, the
railings, the pews, the floors are all original to the property. They were just
deconstructed piece by piece and then laid over a great new foundation."
Built
in a Queen Anne style and one of the oldest church buildings left in Waco, the
original structure over the years also housed a Seventh-Day Adventist
congregation and then Waco Community Church members led by radio evangelist
German P. Comer, "The Dixie Fireball," known around Waco for wearing
red suits and driving a red Thunderbird and breaking out into "God Bless
America" with little to no provocation. The Waco architect who bought the
church building in 2009 with notions of turning it into a wedding and events
venue eventually surrendered the idea because of steep renovation costs. He was
happy to sell it to Magnolia, he told the Tribune-Herald, because he feared
homeless people slipping into the crawlspace come winter would set it ablaze.
"We
get a lot of questions about it: 'Why would you put a church on the [Magnolia] grounds?
Are you going to hold services? Is Chip going to be a pastor?' Some really
random questions like that," Gaston said of the church, full of masked
visitors just days before Thanksgiving. "But really the purpose of this
building and this moment is that Jo wanted a place on the grounds where people
could come by and rest. I think we can all relate to that in this season where
it's busy and crazy and inundated with messaging and things and all the hard
parts of being a human right now in 2020. I think it's just a beautiful
representation of who we as a company hope to represent, people who are both
local, Wacoans to be sure, and then people who come to experience our great
city."
Some
visitors reportedly mistook the six small shops now open and lining the way to
the church for short-term rentals, an understandable notion given how
Magnolia's success has swept Waco up into a tourism boom the past few years,
raising attendance numbers at picturesque Cameron Park Zoo and sparking guided tours of the city. One of the less enviable tasks the City Council now faces is regularly
passing judgment on property rights and neighborhood integrity — specifically,
who prevails when a homeowner wants to turn some property into a short-term
rental abode to supplement income and neighbors rebel at the thought of
strangers and traffic loose in the neighborhood. The Magnolia shops actually
showcase collections curated by Joanna Gaines, including one stocked with books
by the Gaineses. Still, one could likely find tourists happy to briefly lodge
amidst this bustling, resolutely homespun American marketplace.
The
wiffle ballpark was touted as a further salute to times past. Chip Gaines
envisions it as a loving tribute to the old baseball park where Babe Ruth and
Lou Gehrig, among other greats, once played, Gaston said — "a really fun
nod to just the good old days, right, like how do we get back to just simple
living, and we felt this wiffle ball field was a great way to do that."
Again, along with idealized religion and lifestyle commerce focused on
turning the American Dream into reality and transforming house into home, the
ballpark adds to the feel of small-town nostalgia, evoking sportsmanship,
hardiness and heroic athletes large and small.
Left
unmentioned was a visit by Republican President Theodore Roosevelt to the
original Katy Park just weeks after its opening in spring 1905. The president
was bound for a reunion of his Rough Riders in San Antonio. His address to
Wacoans heartily complimented all Texans, rejoiced at the coming together of
veterans from warring sides of the Civil War that had ended precisely four decades earlier and even
offered insights into leadership. The latter are worthy of repeating in present times of
governmental gridlock and political cowardice and mounting problems left unaddressed:
"In public life there is no peculiar genius or brilliancy
required so much as we require certain humdrum, everyday, commonplace
qualities. You need in the first place the quality of honesty. Unless not
merely the public man but the average private citizen is honest, and I do not
mean merely technically honest, I do not mean honest to the extent of keeping
out of the penitentiary, I mean genuinely honest — unless he is that, the abler
and the more courageous he is, the more dangerous he is. You must have honesty
first, but that is not enough. The honest man who is a coward is of no earthly
use to himself or anyone else. Together with honesty, hand in hand with it,
must go courage. You men of the great war know that it was not enough that a
man should love his country. You need to have honesty as the first trait, and
courage is equally indispensable, and these two qualities are not enough. In
addition to honesty, in addition to courage, we need the saving grace of common
sense. If we have these qualities combined in the average man, we can be
certain that the problems before our nation will be settled, as I firmly
believe they will be settled, aright for future generations."
Gaston
also touted the upcoming Magnolia TV network, referring chamber members to the
Gaineses' Magnolia Journal for details. Series include "Restoration
Road" in which Waco-based Gaines friend and carpenter Clint Harp
"hits the road in search of incredible historical structures in need of
restoration while exploring their origins and dreaming of their future";
"Inn the Works," in which engaging Lindsey Kurowski and her team
"set out to renovate historic Oak Knoll Lodge in California and bring it
back to its former glory — all while simultaneously learning the ropes of
running an inn"; and "Self Employed," in which Fort Worth entrepreneur
Jonathan Morris "travels the country to share the inspirational stories
and challenges of small-business owners along with their journeys to building
their dream jobs." And we're promised a return of "Fixer Upper,"
the reality TV show "that started it all" in which the Gaineses with
resourcefulness and humor renovate and freshen past-their-prime dwellings in
the Waco area. (The Gaineses initially decided to quit the HGTV show after five exhausting seasons of transforming homes all over McLennan County.) Many of the new
programs focus on what the Gaineses describe as "the work of builders and
designers as they unearth hidden beauty and make worn things new again."
When I
asked Gaston about the continuing impact of the pandemic and what tips Magnolia
might offer other businesses in surviving its economic burden, she was
appropriately humble:
"For us, similar to
everybody else, with the pandemic and closures and then the reopening, we've
had a steady climb back to where we would want to be. Traffic is currently down
about 30 percent, but I would guess that's pretty common across the board. But
what we're really encouraged by is our guests' willingness to just experience
us differently. If you've been by our property, we have our mask signs up and
obviously we have extensive cleaning, hand sanitizers, all the things the state
recommends, and then of course all the things that all of us are trying to do
to go above and beyond to keep, really, the core of our community safe. We
recognize we hold an incredible responsibility to do our part in keeping Waco
safe because at the end of the day that's really what matters to us."
For
those respectful of our nation's past, cognizant of its present and hopeful for
its future, the Magnolia credo — perhaps best summarized by a slogan marking a
Magnolia Table food truck, "The Good Ol' Days Are Still to Come" —
raises legitimate questions about the powerful slogan "Make America Great
Again" upon which Donald Trump campaigned and won the highest office in
our land. Bolstered by Trump's reality TV image via the long-running series "The Apprentice" of a shrewdly successful if merciless ("You're fired!") entrepreneur in real estate, marketing and development, the MAGA brand was warmly embraced
by a massive segment of Americans beginning in 2015. Many were anxious, fearful, even resentful
about the nation's fast-changing demographics and the alleged dismantling of
traditional values and tenets, many of these cherry-picked from the Constitution,
Bill of Rights and Old Testament, even as other constitutional articles,
amendments and biblical verses were conveniently ignored or discounted. Early
in my interviews and discussions with local Trump supporters, tough,
unflinching immigration positions were regularly cited as good reason to
support this dynamic, charismatic if unorthodox maverick; yet as his actual presidential policies of separating desperate brown-skinned immigrant mothers and children
at the border and incarcerating them in kennels under sometimes squalid
conditions became too horrible for even Trump apologists to defend in polite
company, many shifted to citing the robust economy as good reason to continue
supporting Trump. After 2018, this was regularly invoked as full justification in
forgiving other transgressions, constitutional and otherwise.
All
this ignored the fact the economy Trump inherited in 2017 had already
experienced strong job gains and steady economic growth for several years under
his predecessor — the nation's first black president, one whom Trump beginning
in 2011 worked to delegitimize by tweet and on cable-TV news by claiming Barack Obama was
foreign-born and possibly not even Christian. Many Americans also ignored the
gutting of governmental regulations by executive fiat to goose the U.S.
economy to further heights under Trump, notwithstanding the fact some
regulations ensured clean water, clean air and workforce protections. Example:
the 2019 announcement that the Environmental Protection Agency under Trump
would snuff an Obama regulation crafted to prevent occurrences such as the 2013
fertilizer plant explosion that blew a quarter of the town of West off
the McLennan County map, complete with 12 first responders literally blasted to
smithereens. (Three others were also killed and hundred injured.) I remember the mayor of West, who served as a volunteer
firefighter the night of the explosion, telling me in November 2019 of the EPA
decision: "I guess what I'm upset about more than anything is that, if
like me these people had gone to 12 funerals in eight days, then they might
have asked themselves, 'Did we do enough?' Look at the memorial [to the blast
victims], look at those names, look at those people who died. If after all that
they can say they did enough — well, I want to hear that. If they have a
quarter of their town blown up, destroyed, I want to hear them say they did
enough."
The
cruelest irony is that this presidential blunderbuss never grasped
that smartly, boldly and consistently rallying a stunned and confused nation to
common resolve in resisting a deadly virus was critical in preventing more devastation
to the economy than was necessary. One can only imagine how much goodwill and
cohesiveness Trump might have inspired — and how much he might have invigorated
his re-election bid — had during the Fourth of July holiday period he skipped
self-glorification and fireworks at Mount Rushmore and resisted dismissing COVID-19 as a serious health threat on the South Lawn of the White House and
instead masked up and braved the environs of some pandemic-ravaged hospital to
help serve up lunch and encouragement to medical personnel emotionally,
physically and mentally drained from working with patients suffering COVID-19 agonies. Imagine had he shut up long enough to hear out staff concerns
and grief, then offered evidence of appreciating the frustration they
experience daily when skeptical Americans dismiss COVID-19 as little more
serious than the flu, when Americans ridicule neighbors for wearing masks. (And
Trump has made such dismissive comments himself.) In weekly public health briefings since
spring, city and county leaders as well as local physicians spend much of their
time scotching infectious conspiracy theories and addressing malignant complaints
about masking mandates and COVID-19. Only Wednesday, as many Central Texans set
off for possibly perilous Thanksgiving gatherings with new local cases and
hospitalizations exceeding state and national rates (and Texas itself setting a
record high number of new daily coronavirus cases at 14,648), Dr. Marc Elieson
of Baylor Scott & White Hillcrest Medical Center in Waco expressed weariness at frustrated messaging:
“There is certainly mask
fatigue in the community. I was at the grocery store yesterday and, while there
were a lot of people there and it was very crowded, I counted at least six
people who had no mask on whatsoever, not to mention the countless people who
kind of had it hitched just below the nose or even below the chin. It’s still
an issue and it frightens me. Someone recently asked me: ‘You talk about masks
and using masks and social distancing. When are people going to finally get it?
What [else] can be said?’ My answer was: ‘I have no idea.’ We’ve said it, we’ve
tried to be clear, we’ve tried to be helpful. The governor has even made a
state mandate that we are to wear masks and to restrict some of our activities,
but we’re still not there as a community and consequently we’re seeing this
huge surge and people are getting sick and some people are dying.”
And, finally,
to touch briefly on the other major crisis of 2020, imagine the president’s
electoral prospects had he called activists from
summertime city streets to the White House to discuss racial injustice and,
given his considerable influence on Republicans and law enforcement, cobbled
together something in terms of useful legislation, something demonstrating the
qualities he touted in his 1987 book, “Trump: The Art of the Deal.” Instead, his ego
demanded that he echo the very sentiments he originally encouraged in his most
loyal base. And so positions hardened and civil strife continued, incurring more
damage and costing more lives on both sides of this uniquely American conflict
on race, equality and justice for all.
The
concept of appreciating different viewpoints, let alone different ethnicities and races
and religions, surely cannot be foreign to Trump, given his supposed marketing
prowess. Consider this Sept. 16, 2016, excerpt from a column by Washington Post
writer Dana Milbank, who stayed a night in the new Trump International Hotel in
Washington, D.C.:
"Examining my posh
surroundings — Italian bed linens, French table linens, Chinese duvet, Korean
TV and, yes, Mexican tequila ($14 for a shot of Patron Silver) in the minibar,
er, 'private bar,' I came across the Gideon Bible in the nightstand with a note
on 'TRUMP HOTELS' stationery: 'If you would like to continue your spiritual
journey, we also offer the followings [sic]: Talmud. Quran. Gita. Avesta.
Tripitaka (Pali Canon). Shri Guru Granth Sahib. Book of Mormon. Kindly contact
Housekeeping should you wish to have one delivered to your room.' Sure enough,
minutes after my call to housekeeping, a pleasant woman arrived with a copy of
'The Glorious Qur’an' in Arabic and English, along with a brown prayer rug and
a compass pointing in the 'direction of al Kabaa' in Mecca."
It's
interesting also to ponder the dueling campaign messaging that dominated Trump
2020 yard signs: Some read, "Make America Great Again," others read,
"Keep America Great," raising questions about the success of Trump's
first term even as he stumped hard for a second. Complicating matters: Trump in
2016 never exactly defined when American greatness was so unquestioned and so
utterly unproblematic. Was he referring to the post-war era of the late 1940s
and 1950s? Some of us who are white might well agree it bristled with optimism and
opportunity; those who are people of color and remember the worst of Jim Crow
segregation laws might say otherwise. Was he referring to the 1920s and even
'30s when many Americans pressed isolationism to prevent being swept up in another world war — one that nevertheless ensnared us in 1941 when, thanks to
our neglect of global matters till late in the conflict, the Axis powers were
far harder to dislodge and vanquish, especially after their dispatching of our
naval fleet in the Pacific and their overwhelming of Europe and Asia? Perhaps the
American greatness to which Trump referred is the period before the nation's
first black president. Yet Barack Obama, whatever else, did stabilize the
battered economy handed to him in 2009, for which he received no credit or no thanks from Trump in 2017 or beyond. Like the Gaineses to a degree, Trump may well have avoided too much specificity about what actually qualified as "good times" in a nation where inequality has been an issue from the very start.
In the
final analysis, strategies heavily rooted in turning back the clock to some
fractured, incomplete ideal of past times may work if it comes to refurbishing
your home or office or adopting a certain lifestyle, but as practical policy
such strategies too often fail to acknowledge the complications that some of us,
all things considered, care not to revisit. Worse, they offer a limited, even unworkable
range of options for dealing with present and future complications. Surely the
issue of manufacturing in the United States proves this, given latter-day
automation advances, labor costs at home and abroad and the economic realities of
price-per-unit in a competitive global marketplace. Bullying
corporations by tweet and press conference is not a sustainable policy, even if
President Trump occasionally seemed to manage it for a time. Nor is simply building a
border wall by violating the Constitution's Article I powers and then walking
away from immigration and economic realities about certain jobs left wanting. Even
right-wing Republican Congressman Bill Flores acknowledged as much in his
Central Texas district well before Trump's election. As the retired oil and gas
executive remarked at a local immigration forum in 2014: "If you talk to
farmers around here, they’ll say it’s hard to get laborers, or get laborers
legally, because they can’t get visas. If you talk to people in road
construction here in Waco, they’ll tell you, ‘I can’t get enough laborers and
I’d like to import laborers, but I can’t do it legally because I can’t get the
visas.’ And if you go to the hospitality businesses in Bryan-College Station —
the hotels, the restaurants — they’ll tell you they can’t get enough people.”
The
notion of passing political judgment on phenomenally successful reality TV
stars and the themes they champion in their programming and marketing might
seem a fool's errand had our nation not gone off and elected one of them
president of the United States. Perhaps it's one more thing about which
Americans must now be more vigilant.