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HomeMy WebLinkAbout7.3 Farmers Market Report~~~~ Off' Dp~~JG /// 19 (~i=; =x),82 \~`\7~~//l/ 04LIFOR~~ STAFF REPORT CITY CLERK DUBLIN CITY COUNCIL File # ^© T^ D^-0© DATE: February 16, 2010 TO: Honorable Mayor and City Councilmembers FROM: ` Joni Pattillo, City Manager SUBJE Updated Report on the Feasibility of a Dublin Farmers' Market Prepared By: Linda Maurer, Assistant to the City Manager EXECUTIVE SUMMARY: The Dublin City Council established a Fiscal Year 2009-2010 Goal and Objective to "explore the feasibility of a farmers' market in Dublin." Staff has surveyed the community regarding its preferences for a market and is prepared to present its findings and recommend that the City Council consider a farmer's market in 2011. FINANCIAL IMPACT: None at this time. RECOMMENDATION: Staff recommends that the City Council receive the report and direct Staff to establish a farmers' market in 2011 or provide additional direction. ,_.. ' ~ .,, '~.~~ ~'C,~~_„ ~i~ -.- Submitted By r,._~.~„~, Reviewed By Assistant to the City Manager Assistant City Manager Page 1 of 3 ITEM NO. 7 3 DESCRIPTION: At the December 15, 2009 City Council meeting, Staff provided an update to the City Council regarding its research into the establishment of a farmer's market in Dublin. Staff recommended the creation of a community survey to determine the level of sustained community support for a market as the first of possibly several steps in determining the feasibility of hosting a market in Dublin. This recommended action was supported by the City Council and an online survey was created and launched. The survey is now complete and the results of the survey are attached (Attachment 1) and summarized below. Farmer's Market Survey Summary The City received more than 900 responses to the survey and there was an overwhelming "yes" response (97%) to having a market in Dublin. In terms of those that said "yes," only about half suggested that they would attend weekly. In terms of location, the respondents generally selected the location closest to where they live, rather than a particular desirable destination, which means there is a definite split between location choices of those living east of Dougherty Road and those living west of Dougherty Road. Staff's recommendation was to look at Hacienda Crossings as a location, and approximately 53 percent of the respondents ranked it as a 3rd or 4th choice. The first choice of the survey respondents would be the new Historic Park location with 48 percent ranking it as a 1st or 2nd choice. The second choice would be at Dublin Place (Target center) with 47 percent ranking it as a 1st or 2nd choice. Emerald Glen Park came in as the third choice, with 45 percent ranking it as a 1st or 2nd choice. It should be noted that the Historic Park and Emerald Glen were ranked 1 and 2 respectively as the 1St choice. In terms of the day of the week, Saturday was the preferred day (57.5%), followed by Sunday (44.5%) and Friday (40%). Staff shared the results of the survey with the Pacific Coast Farmers Market Association (PCFMA) in anticipation and support of the City's desire to host a market. PCFMA reviewed the data and did express some initial concern over the number of individuals that said they would support the market each week, but indicated that they would bring the request for the market to their Board for consideration on January 20, 2010. Response from PCFMA PCFMA contacted the City following the Board meeting to share its feedback. This year, the PCFMA received requests for 18 new markets throughout the Bay Area, an exceptionally high number. By comparison, the PCFMA opened 10 markets last year. The Board expressed concerns regarding the accommodation of 18 requests and directed its staff to bring back four recommended markets this year and to focus this year's efforts on strengthening the existing markets which have been struggling. PCFMA staff is still considering which four to recommend. PCFMA staff has told City Staff that, in order to be a successful market in Dublin -given its past history with unsuccessful markets -the Dublin market would need to differentiate itself from the Page 2 of 3 other markets in the area (Pleasanton, Danville and Livermore). The question of its differentiation and what that entails remains to be seen. Likely, it would require a significant dedication of resources, both with PCFMA staff and City staff and financial resources to make it work. PCFMA staff, given direction of its Board, was hesitant to recommend Dublin for a market this year because they are already stretched very thin. Following this discussion, the PCFMA staff conducted a follow up tour in Dublin and sees a real opportunity for a market at Emerald Glen Park (on the Gleason side) on a weeknight. PCFMA staff sees the potential for a Friday night market, if that market also included entertainment- based programming, such as concerts or music. In the survey, Emerald Glen ranked #2 as the 1st choice and Friday evenings was listed as the third choice, behind Saturday and Sunday. Staff shared the survey findings and feedback from PCFMA with the Economic Development Committee on January 27, 2010. The Committee discussed the timing concerns in pulling together a market event for this year given the desire to create a highly programmed event with entertainment. The Committee agreed with a Staff recommendation to plan for an event in 2011 at Emerald Glen Park that would also include an element for entertainment programming. If the City Council concurs with this recommendation, Staff will work on a proposal for a more comprehensive program on Friday evenings that includes the farmer's market, as well as other entertainment. This proposal will require Staff to review the existing City programming to see if certain activities, such as the Summer Concert Series and Movies in the Park, can be better leveraged in conjunction with a market event. NOTICING REQUIREMENTS/PUBLIC OUTREACH: None. ATTACHMENTS: 1. Summary of Farmers' Market Survey Results Page 3 of 3 1 Dublin Farmers' Market 1. Would you support/attend a Dublin Farmers' Market? Response Response Percent Count Yes 97.3% 893 No 0 2.7% 25 answered question 918 skipped question 0 2. Please tell us where (location) you wou{d most likely attend a Farmers' Market 1st 2nd 3rd 4th 5th 6th Rating Response Choice Choice Choice Choice Choice Choice Average Count New Historic Park (just west'of San 32,p% 16.1% 10.9% 6.5%° 6.6% 27.8% 3.23 805 Ramon Road on' Dublin Blvd.) (258) (130) (88) (52) (53) (224)` At the Dublin Place Shopping 20'9% 26• 5% 12.5% 9.8% 24.8% 5.5% Center (anchored by Target, Panera . 3.07 803 ' (168) (213) (100) (79) (199) (44) Bread, etc.) Dublin Civic Center (Dublin Sports 13.9% 17.6% 35.6% 22.7% 6.0% 4.2% 3.02 794 Grounds, City Hall, Library) (110) (140) (283) (180) (48) (33) Hacienda Crossings (Regal 5.3% 10.0% 25.7% 27.2%' 15.4%- 16.4% 3.87 760 Cinemas,. Best. Buy. center) (40) (76) (195) (207) (117) (125) Emerald Glen Park (off Central 24.0% 21.3% 9.8% 15.6% 23.6% 5.8% 3.11 800 Parkway) (1.92) (170) (78) (125) (189) (46) ' Grafton Station (Lowe's, Buffalo 18.6% 17.5% 9.7% 8.7% 11.9% 33.6% Wild Wings center) (146) (137) (76) (68) (93) (263) 3.78 783 answered question 902 skipped question 16 ATTACHMENT 1 of 5 ~~~ 3. How often would you attend a seasonal (April/May to Sept/Oct) Dublin .Farmers' Market? Every week Every other week Once a month 0 Occasionally Q Response Response Percent Count 55.3% 499 31.7% 286 7.8% 70 5.2% 47 answered question 902 skipped question 16 4. Please rank the days and times that you would most likely support a Dublin Farmers' Market. 1st 2nd 3rd 4th 5th 6th 7th Rating F `Choice Choice Choice Choice Choice Choice Choice `Average 33.7% 44.6% 7.2% 3.5% ' 9.4% 2.4% 7.1 2 30 Sunday - 9 a.m. to 1 p.m. (280) (371) (60) (29) (12) (20) (59) . 4.7% 4.3% 21.0% 16.9% 7.3% 14.2% 31.6% Monday - 4 p.m. to 8 p.m. (28) (26) (126) (101) (44) (85) (189) 4.87 2.2% 4.2% 7.7% 21.8% 23.6% 33 .5% 7.0% Tuesday - 4 p.m. to 8 p'.m. (13) (25) (46) (130) (141) . (200) (42) 4.89 3.0% 4.9% 12.1 % 16.6% 45.6% 12.1 % 5.7% Wednesday - 4 p.m. to 8 p.m. (18) (30) (74) (101) (278) (74) (35) 4.56 4.6% 6.2% 14.6% 30.4% 11.9% 21.1% 14.2% Thursday - 4 p.m. to 8 p.m. (28) (38) (90) ,(187) (73) (130) (69) 4.47 5.2% 14.3% 39.8% 7.6% 4.9% 8.6% 19.5% Friday - 4 p.m. to 8 p.m. (35) (96) (267). (51) (33) (58) (131) 3.97 57.6% 30.3% 4.2% 1.3% 0.9% 2.2% 3.4% Saturday - 9 a.m. to 1 p.m. 1.78 (491) (258) (36) (11) (8) (19) (29) Other (please specify) answered question skipped questior- 2 of 5 `~I ~/ 5. Do you currently attend a farmers"market in another community? ~ Response Response Percent Count Yes 81.0% 729 No 0 19.0% 171 answered question 900 skipped question 18 6. Which farmers' markets do you attend? (Check all that apply) ~~ Response Response Percent Count Pleasanton 80.5% 592 Livermore , ~ 6.4% 47 '~ Danville 0 13.5% 99 San Ramon ~- ~~ 37.3°fo 274 answered question 735 skipped question 183 7. If the Gity of Dublin hosted a farmers' market, would you continue to attend the other farmers' markets in the ..area? Response Response Percent Count Yes 0 6.3% 57 N o 47.9% 431 Sometimes , 362% 326 N/A 0 9.6% 86 answered question 900 skipped question 1$ 3 of 5 - 8. Please tell us where you live in Dublin. ~ Response Response Percent Count West of San Ramon Road ~---~ 26.8% 233 ; East of San Ramon Road, west of 1'2.0% .1.04 Village. Parkway .East of Village Parkway, west of ~ ° 15.2 /0 132 Dougherty Road East of Dougherty Road; west of ® ° 2.9/0.. 25 Hacienda Drive East of Hacienda Drive, west of 1.5.5% 135 Tassajara. Road East of Tassajara Road 24.2% 210 If you don't know, please provide ~ ° 3.5/0 30 street number and address below. Street Address: 113 answered question 869 skipped question 49 9. Can you tell us how much you spend per visit at,a farmers' market? Response Response Percent Count $0-$10 Q 3.3% 29 $10-$15 0 11.8% 105 $15-$20 ~~ 23.3% 207 $20-$25 ~~ 22.8% 202 $25 or more 38.8% 344 answered question 887 skipped question 31 4of5 r 10. Please provide any optional comments here: Response Count 280 answered question 280 skipped question 638 5 of 5