The Factory’s Zeitgeist opens in downtown Rochester

The Zeitgeist has arrived in Rochester as part of one of downtown’s most vibrant nightspots – The Factory.Shane Ford and Jerry Wald, the early 20-something creative entrepreneurs behind The Factory, opened the Zeitgeist as a complement to their music venue at 334 S Main St. behind Tower Plaza. Zeitgeist is the retail portion of the operation.”We’re open,” Ford says. “We’re just getting some art in and loading it up.”The Zeitgeist sells shirts, music, and other music paraphernalia. The old house turned commercial storefront across the street from The Factory will sell merchandise and even have a smaller performance area for events like poetry readings. Future expansion is possible but not in the immediate future.”We’re always looking at new things so we can expand, but we’re all over the map right now,” Ford says.Source: Shane Ford, co-owner of The Factory and ZeitgeistWriter: Jon Zemke