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HomeMy WebLinkAboutItem 7.3 FarmersMarketOperator . .. CITY CLERK File # D~~[Ql-~ . AGENDA STATEMENT CITY COUNCIL MEETING DATE: May 5,1998 SUBJECT: EXlllBITS ATTACHED: 1. 2. 3. 4. 5. RECOMMENDATION: 1) ~2) . FINANCIAL STATEMENT: Selection of Fanners' Market Operator and Location of Event Report Prepared by Greg Reuel, Economic Development Manager e-e. Agreement Between City of Dublin & Urban Village Farmers' Market Letter from Doerken Properties, Inc. Shamrock Shopping Center Location Map & Donlon Way map Budget Change Form Dublin Market Place Proposed Budget 3) 4) Authorize City Manager to enter into an agreement with Urban Village Farmers' Market (UVFM) to operate a certified farmers market in Dublin (Exhibit 1). Direct Staff to condition City's temporary use permit to UVFM for the operation of a certified farmers' with the days of operation being Fridays from 3:00 p.m. to 7:00 p.m. during the summer season, running weekly from the first week of June to October, 1998. Approve Budget Change Form (Exhibit 4). Approve Donlon Way location City's sponsorship donation will be $16,000 for the first two years of operation. After the first two years of operation, the market should be self- sustaining. Payments to UVFM will be made in three installments in the first year as indicated in the Agreement (Exhibit 1). There are currently no funds budgeted for this activity. An additional appropriation from reserves would be required (Exhibit 4). The City would fund $6,000 of the first year sponsorship donation in Fiscal Year 1997-98, $5,000 of the sponsorship donation in Fiscal Year 1998-99 and $5,000 of the sponsorship donation in Fiscal Year 1999-2000. DESCRIPTION: At the March 17 , 1998 City Council meeting, Staff was directed to solicit proposals from qualified companies to operate a certified farmers' market in Dublin. A Request for Proposal was sent out to six prospective companies with four proposals being received under the terms of the Request for Proposal. Companies submitting proposals included Pacific Coast Farmers' Market (PCFM), California Farmers' Market Association (CFMA), Urban Village Farmers' Market (UVFM) and Marin County Farmers' Market (MCFM). The proposals were reviewed by Staff from Planning, Parks & Community Services, Economic Development and a member oftbe Downtown Study Task Force. Additionally, interviews were held with representatives of each company on April 21, 1998. . ------------------------------------------------------------------- COPIES TO: ";7 G:\CC-MTGS\98-QTR2\MA Y\5-5-98\AS-F ARMR.DOC ITEM NO. After reviewing the written proposals and oral presentations of these firms, Staff recommends using the · services of Urban Village Farmers' Market to help establish and manage a certified farmers' market in Dublin. Major Contents of each proposal: 1) Pacific Coast Farmers' Market -- Operates out of Pleasant on and has 14 markets that they currently manage throughout the Bay Area, including farmers' markets in Pleasanton and DanviIle. PCFM is well-established with an impressive management team and excellent references. PCFM presented a proposal to include 30 farmers, 5 food vendors and no artisans. They asked for City sponsorship fees of $24,000 for the first two years. 2) Marin County Fanners' Market -- Operates out of San Rafael and has 4 markets in operation. They have been operating farmers' markets since 1983 with creative ideas for both marketing and operations. Management has recently been changed. MCFM proposed to bring 25 farmers, 6 food vendors, 3 bakeries and 3 artisans to the Dublin Farmers' Market. They asked for City sponsorship fees of $20,000 for the first two years. 3) Urban ViIla~e Farmers' Market -- Located in Fremont, UVFM currently operates 4 markets each week. Established in 1997, UVFM suggested a festival approach to a Dublin Farmers' Market or a traditional farmers' market depending on the location. They would bring an average of35 farmers. Additional food vendors and artisans would also be included depending on the location: UVFM presented a creative special promotional program of marketing the event. They asked for City sponsorship fees of $16,000 for the fIrst two years. . 4) California Farmers' Market Association -- CFMA is located in Concord and has a long track record of starting and managing farmers' markets, with 8 markets currently being managed by their . company. They have an experienced management team with proven techniques in promoting and managing a successful farmers' market. CFMA plans to bring 35-40 farmers with no artisan vendors. They asked for City sponsorship fees of $8,080 for the 1 st year only*. No additional funds are needed. All of the proposals included the services of an on-site market manager to oversee the market from set-up to take-down and cleanup. Part of Staff's analysis was regarding the budgeting of each of the operators for marketing during the first two years of operation. The results of this analysis is as follows: CFMA * UVFM MCFM PCFM .'.TOI'ALOITY ".,'.'.'.'...............-........: .( "'2YEARADVERTISING:.:_:.:. ::i:~SP,ONsoRSffiP':FEES:~:~:FQR:!:::~ ::Bur;GE::::;-:~qtB~foPERATOR?::,. .,.._:,_:l......,..:.s.._.'.:.._.T.'......:.'..._i._&...-...-......i.!2.........~,.,...-...H.:.....,.,.._.:.'YE.'........... ,..,....."....<:..iA..':......u',-.,. ...,..:....::::\_-..... . ::...-..-.,.::<:,::......:.~::./._...{........._-..... ...>ii....:U..\:.'........ /1..J.'\.; :.:.:.:-::~.::::: =::::::.:::::::.::;. :;:;:::;;'':' :.: .::~. ~::.::. :.:.:.-.".... . . . , . , . , . $ 8,080 $26,989 $16,000 $16,000 $20,000 $30,280 $24,000 $22,000 * They have asked for $17,080 if asked to start a Saturday farmers' market. CFMA felt the Donlon Way site would not be a viable location. . -2- . . . AGREEMENT BETWEEN CITY OF DUBLIN AND URBAN VILLAGE FARMERS' MARKET THIS AGREEMENT, dated for identification this 5th day of May, 1998, is entered into between the City of Dublin ("City") and Urban Village Farmers' Market, a California Non-Profit Mutual Benefit Corporation ("UVFM"). RECITALS A. UVFM has requested City to contribute $16,000 for use of UVFM to promote the City of Dublin and help fund promotional costs associated with the start up of operation of a farmers' market to be run by UVFM in the City beginning in June, 1998 and ending in October 1998, on a weekly basis. The funds are needed to advertise the event and fund the cost of materials and marketing collateral needed to start the farmers' market, see budget (Exhibit 5). B. City has determined that it is in the interest of the residents of the City of Dublin to make a donation of $16,000 to UVFM for promoting the City of Dublin through the creation of a certified farmers' market, provided certain conditions are met to assure that the services will benefit the residents of City. AGREEMENT City and UVFM agree as follow: 1. Recitals The foregoing Recitals are true and correct and are part of this agreement. 2. City Donation City shall donate $16,000 to UVFM to be used by UVFM to develop and promote the first year of operation of the Dublin Farmers' Market. The donation shall be paid in three installments. The first installment shall be made upon receipt by UVFM of all required permits from the City for operation of the Farmers' Market, the second installment shall be made within 30 days after Opening Day, and the third installment shall be made within 30 days after the last farmers' market is held in October. 3. Condition of Receipt of Funding UVFM agrees that as a condition of receipt of $16,000, it will (a) obtain all required permits from the City for operation of a farmers' market; (b) obtain the permission of the owner of land where the farmers' market will be located; (c) use such funds for the sole purpose of establiShing a farmers' market in the City of Dublin which will be held on a weekly basis on Friday night; (d) ensure that an average 35 producers participate in the farmers' market each week; (e) call the farmers' market the "Dublin Farmers' Market," and (f) use the name "Dublin Farmers' Market" in all advertising for the farmers' market. 4. Records UVFM shall maintain records for program review, evaluation, audit and/or other purposes and make them available to City upon request. EXHIBIT 1 11n.... I'll Ql'l 1.? I -;n .r.Jrtr\ . l'1I g n I rTTV llIl.'g ~r 10 Hh ~77 ,r ClIO 1. TO. (;1'7 II r:71-QO rncc '.CCl 5. Periodic ReportB . . Monthly reporta. wiU be Issued to ttte City Indicating number of growerc. cuatomers, arad marketing activities ~ed to attract customerE. CITY OF DUBUN Dated: By: RiChard Ambrose. City Manage,. Dated: l1h~ ~S'IIfARKeT , ;e,N 1lJ.eo; 1./1 Ckel!.C/Tfc/iE ;:>/lleu7ioL. G:\G;RE~ARMe:Fl:S\AG~K.DOC . . .1. . Although all of the operators that submitted proposals were very well qualified, Staff recommends entering into an agreement with Urban Village Farmers' Market for the following reasons: UVFM management can successfully start and operate either a Friday afternoon/evening farmers' market at the Donlon Way location or in the parking lot of Shamrock Village Shopping Center on Saturday mornings. 2. UVFM is an established organization with access to over 200 growers and producers of certified produce. 3. UVFM's creative schedule of special promotions will bring additional customers to the City of Dublin. 4. The amount of City sponsorship fees that are requested for start up costs remain constant with UVFM at either location presented in the report. 5. Ability ofUVFM to attract, if desired, additional artisans to Dublin Farmers' Market making the market different than other local farmers' markets. 6. Strong management team and by-laws. CONTRACT RECOMMENDATION Staff recommends entering into the attached Agreement identified as Exhibit 1. This Agreement will place conditions on the operator to promote the City, establish date and times of operation, and set up a reporting system to help monitor performance. This agreement will also require the operator to place directional signs for traffic going to the Dublin Creek Kennels. LOCATION RECOMMENDATION Per the directive given by Council at the April 21, 1998 Council meeting, Staff has reviewed the Donlon Way location and the Shamrock Village Shopping Center location for a proposed farmers' market. UVFM has always considered the Donlon Way site as the best location in Dublin to hold a farmers' market. Established trees, ambiance from the St. Raymond's Church, and the Heritage Center will add to the success of this location. Close parking at the Dublin Square Shopping Center is a plus for this site as is the proximity to the Heritage Office Park. Hundreds of office employees at the Heritage Office Park will be able to walk to the Donlon site before leaving work on Fridays. Logistically, Donlon Way is a much easier site to secure for a farmers' market than a parking lot in a shopping center. Signs would be needed at this location to help route those trying to access the Dublin Creek Kennels before 6:00 p.m. . The owners of the Shamrock Village Shopping Center, Doerken Properties, Inc., has given permission to use part of the parking lot at their shopping center subject to certain conditions (Exhibit 3). Doerken Properties would like to work with the City in attracting more shoppers to the Downtown area of Dublin. Staff has talked with a number of the tenants in the center that have expressed a positive view of the framers' market being staged at the Shamrock Center. In order to best assist the local merchants of the center and facilitate the blocking off of a portion of the parking center, both the merchants and Doerken Properties have asked the City to hold the event on Saturday mornings from 8:00 a.m. to 12:00 noon instead of a Friday afternoon/evening market. - 3 - In reviewing the two sites, Staff recommends using the Donlon Way location for a Friday Fanners' Market over competing with the many other markets held on Saturday. Staff also feels much more secure' in being able to have the operator use the Donlon site without worrying about the problem of parked cars on the site during the hours of market operation. If the Council would prefer to use the Shamrock Village. Shopping Center site, then it would need to be held on a Saturday morning. . . -4- MAY- 1 _.",,~ ..... r<. ... .&. ~ _ ~...a. . ~&-i~;~. ~>f. e.,.,', ~':;,.~;-..' April 27, 1998 DOERKEN PROPERTIES, INC. l1835 OL vMPIC BLVD. SUITE 975 WEST LOS ANGELES, CA 90064 'fEL: (310) 477.1000 fAX: (310) 477.4177 .-' :vIA F A CSTMlL~ AND MAIL J>tQJ 833-6651 l~) Mr. Greg Reuel CITY OF DUBLIN P. 0. Box 2340 Dublin, California 94568 Re: Fanners Market Shamrock Village Dublin~ California Deaf' Greg: . This letter shan confirm our previous conversations in which we discussed Shamrock Village being the site for the Farmers Market in Dublin. By generating significant customer traffic during the hours of approximately 8:00 - 12:00 each Saturday during the months of May through October, we believe this will be a strong addition to this area of the City as well as the tenants of Shamrock Village and welcome a Farmers Market to our center. Subject to any potential devolopment plans for Shamrock Village, we are a.ble to commit to this venture through the end of October 1998. The Farmers Market will be located within the area shown on the site plan that was part of your April 28, 1998 letter addressed to me. Our agreement to move forward on this program is subject to (a) execution ofa mutually negotiated agreement with a Certified Farmers' Market Operator, and (b) obtaining written approval from our tenants agreeing to the use of a portion ofthe parking lot for a Farmers Market. We do not foresee any difficulties in rcaching a mutual agreement on the terms of an agreement. With regard to the tenants, the additional traffic generated by the Farmers Market during an "off..peak.' period combined with conversations I have had with some of the tenants give me comfort that we will be able to secure our tenant's approval within the next few days. Greg, should you have any questions. please do not hesitate to call. We look forward to the implementation of the Farmers Market at Shamrock Village in the very near future. Marc L. Dauber Director of Leasing Cc: Allen J. Lynch Kym Anderson Mark Scheberies . EXHIBIT 2 - · ~ ;:7 .;;. ,., U '.oj J.. .,' : L: ~.::l :u 0 E f.:-~ KEN PRO PER TIE S .. z <( -.J c.... UJ r- - V> We::( l?u <t:~ --J.~ --1:0 - ::J >0 ~ U o 0:: 2: <( :r: V) J tJ Q.:. ~ "Q :I ";J .E , oJ o Z --------------j---- I I I . c..> '" r ~ :; c2 I - t I , P_02 ~ ..... ~ e c;. ~ ~ "'~ ~ ------ ~ -+- A. OJ ->> 7 ci 't ~ i ~ - . ~ Po V' 0.) .c '7 ... ':Lv-r $. E ~ b Ie -.J A -----~----------- ---...---....---- _GL- -- (I) .. r.; oJ) ::3 "'" f..1-c (,) w 2 p~pnpl.ll '3ON 'Q~ (J~ ..(""H) NO/;.Jv}j Nvs ,;. .....,.. _ .-.- _ __.......r........_.___.....______ tel ---------------- -< -~_....- .. -- I } I --- .. - -- /i2j -- I ~ ....01 o'U ZE u. ..s :. .-- ~e co e. EXHIBIT 3 CITY OF DUBLIN BUDGET CHANGE FORM CHANGE FORM # . New Appropriations (City Council Approval Required): Budget Transfers: --"_From Unappropriated Reserves From Budgeted Contingent Reserve (1080-799.000) Within Same Department Activity From New Revenues Between Departments (City Council Approval Required) Other HtmQ~eRmSiDvm:.jA<<mUl.lTmtl.llT&MQttN1tl$H&lff.t;.murg$ltlrtm_tr.Ci)'RilIrifiimtWjgQ_mmt ......_,..",-, --------................................... .............. ..--.........................""....,.....,........... ... --....................--......................".. ........... ..-----------............... "". ",--.p.."......,,,..., . "" ,. ....... Name: Name; Economic Development -Community $6,000 Promotion Account #; Account#:9040-731 Name; Name; Account #; Account #: Name: Name: Account #: Account #: Name: Name: Account #: Account #: Name; Name: Account #; Account #; Name: Name; Account #: Account #: REASON FOR BUDGET CHANGE ENTRY: Council has considered the sponsorship funding of starting a farmers' market in Dublin as a benefit to the community and a means to promote the City. The funding for this event was not budgeted and would come from a budget adjustment made from unappropriated reserves for funding needed in fiscal year 1997-98. City Manager: Date: Signature ." .."".."........... '" . """"....... ". '" ''''.'''. .. ::}~{:}~{:~:f~{:~ ..... ........................,.,..,..,,,. ..........................................,., ....................---.................-.........................................,'.',.. ... . .... ..... ........... ...,............... ...... . ........ ....... .......... ................. . ..CA!s:Airi~rQvea:antnetjift~:::coIDi61HMeetmg?:HiE::: nate::i...:..:.:.:.:.:.........:.:. .;.;.:.:.;.;.;.;.:.:.:....-:.;KK;.;.:.:.:.:.:.:-:.:-:.:.:.;.:.;-:.;.:.:.:.:.:.:.:.;-:.:.:.:.:.;.:.:.:.:.;.:~;;!:::.:.;.:.:.:.;-:.:-:.:.:.:.:.:.:.;.:.;.;.:.:.:.:.:.;.;,:-:,:,:,;,:,:,::,:,:"":,,.;.;.:,:.;.:.:.:.:;;;::;;;; :.:.;.;.;.;.:.:.:.:.:.:.:.:.:...:.:.:.:.:.:.:;:::.::;. "'. Date: Mayor: Signature Posted By: Date: Signature EXHIBIT 4 . . / . ........ , . THE DUBLIN' MARKETPLACE ..- Proposed Bude:et I One titile Expense I Year one , Start-up fee* A Sided Food Booth Banner. . Barricades Signa.ge Po~~.(500)de~gn/printing Flyer (7,000) design I printing VIP Invitations . Busipess license I Vse Permit \-- FINANCES Urban Village Fanners Market - Catering Equipment Company Sign Company . Public Works . Sign Company Graphic Artist I Print shop Graphic Artist' I Print shop PrintShop . City' $1500 1200 800 500 500 700 500 - 200 --1QQ $6,000 LoCal Newspaper Ad Camp~gn and/or Direct Mail Campaign. _ $5,000 r ~TING EXPEN~ES I YEAR ONE MARKETING EXPENSES I YEAR TWO $11,000 5.000 .TOT AL SPONSORSIDP FEES Fanner Food Vendor Artisan Hot Food $25.00 (member) $35.()0 (member $30.00 (member) To be determined $16,ttOO UVFM FEE STRUCTURE $30.00 (non-member) $40~00 (non-member) $35.00 (non-member) . Proposed use of funds received from Hot Food Vendors (Dubl~ Merchants only) would be contributed to a Dublin Marketplace Fund. Other producer funds pay UYFM overhead. *Inc1udes' Market logo, Agnculture and Health Departn1ent pennits, and vendor mailing EXHIBIT 5