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HomeMy WebLinkAbout7.2 Farmers MarketpF Dp�� Ill Ir�\ 19 (�i= =ilm) 82 O�LIFOR�� STAFF REPORT CITY CLERK DUBLIN CITY COUNCIL File # ❑©M-19 DATE: December 21, 2010 TO: Honorable Mayor and City Councilmembers FROM: Joni Pattillo, City Manager SUBJEC • ublin Farmers' Market Proposal for 2011 Prepared By. Linda Maurer, Economic Development Director EXECUTIVE SUMMARY: Staff is proposing a day, time and location, along with associated costs to host a Dublin Farmers' Market event in 2011. FINANCIAL IMPACT: Costs relating to entertainment and promotion are expected to be approximately $25,000. This amount does not include necessary Staff time in helping to coordinate activities before and at the weekly Dublin Farmers' Market, which will result in additional costs. RECOMMENDATION: Staff recommends that the City Council direct Staff to make a formal request to the Pacific Coast Farmers Market Association to host a Dublin Farmers' Market in 2011 as proposed. Submitted By Review y Economic Development Director Assistant City Manager IT Page 1 of 3 ITEM NO. Z DESCRIPTION: Backqround - The City Council established a Fiscal Year 2009-2010 Goal and Objective ~to "explore the feasibility of a farmers' market in Dublin." Staff has met several times with the John Silveira, director of the Pacific Coast Farmers' Market Association (PCFMA), to discuss the creation of a Dublin Farmers' Market. The PCFMA is one of the largest certified farmers' market operators in the Bay Area. The PCFMA operates the popular and well-attended Pleasanton, Livermore, and Danville markets in the Tri-Valley region. - On February 16, 2010, the City Council agreed with Staff's recommendation to spend additional time on the creation of a Farmers' Market event in Dublin and to resubmit for the PCFMA Board's consideration in 2011 (Attachment 1). 2011 Dublin Farmers' Market Staff has worked closely with Mr. Silveira over the last several months, touring the site and reviewing options for market enhancements and entertainment. It is the PCFMA's opinion that a Thursday night option would better than a Friday night venue. The PCFMA has a strong track record of running successful Thursday night events and has very limited experience on Friday night. Addifionally, the promotional and programming costs for a Friday night event would likely be much greater than the costs to operate a Thursday night venue. Staff is proposing that the 2011 Dublin Farmers' Market be held at Emerald Glen Park in the plaza area of the northeast corner (Gleason side) on Thursday evenings from 4 p.m. to 8 p.m. between May and October annually. The Market would be, for programmatic purposes, an event intended on building community versus a farmers' market event designed to encourage economic development. Proqramminq Options In terms of adding programming to the event, Staff is proposing the creation of "theme" weeks to keep continued interest in attending the Market. Following are suqgested "theme" week proposals 1. "First Thursdays" at the Market - This week would include a"Market and Music" series, featuring staged performances. 2. "Family Night" at the Market - This could include programs and activities that encourage spending time with family at the park, including possibly hosting a picnic event in the summer months. 3. "Healthy Dublin" - This week could include ways to further the City's goals at becoming a Healthy City. The City could offer, with our local businesses and partners, free health screenings, blood pressure checks, nutritionists, or perhaps an organization exercise activity at the Park. 4. "Community Night" - This week could encourage participation at the Market by local service organizations to raise funds, or to show the many talents of our local community ~ groups through a non-stage perFormance. Examples could include: Irish dancers, school bands, cheer performances, etc. ~ 5. "Food and Wine" - Work with the Livermore Valley Wine Growers Association and local restaurants to sample food and wine. Page 2 of 3 Costs and Staff Support Staff estimates that the Thursday.evening event, coupled with programming and entertainment, would cost approximately $25,000 for the first Market season. Of this amount, Staff estimates that $15,000 would be used to support the "First Thursdays" Music series and $10,000 for general promotional support, including publicity, advertising and signage, to name a few. These costs are excfusive of Staff time to plan and arrange the thematic event weeks, and the ongoing 5taff support to coordinate weekly, events. There will be likely a significant investment of Staff time between February and April to plan and program the event and seek out sponsors to offset the promotional costs. Through the duration of the Market from May to October, it is estimated that approximately five to 10 hours a week will be requirecl. Next Steps 1. If the City Council agrees with above outlined recommendations, Staff will submit a formal request to the PCFMA for their Board of Director's consideration; 2. The City Manager will evaluate the staffing needs and requirements for programming the event;.and 3. Staff will report back to the City Council the first meeting in February 2011 with the action of the PCFMA Board, and if approved, seek a budget change to fund tfie necessary activities to support a farmers' market in Dublin. ~ NOTICING REQUIREMENTS/PUBLIC OUTREACH: None ATTACHMENTS: 1. February 16, 2010 Staff Report Page 3 of 3 ~~g G~~.,~ OF DpBl~_ ~y 19,~= ~ =i1~,,82 `~.~~~.ll c~'L,~.~~~s STAFF REPORT DUBLIN CITY COUNCIL CITY CLERK File # ^~00~-~~ DATE: February 16, 2010 TO: Honorable Mayor and City Councilmembers FROM: r, 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 ~direcf Staff to establish a farmers' market in 2011 or provide additional direction. ` - '~ '~,=~ ~ ~sta__; ~:,%~- ._._ ~~~- ~" Y`~~- Su6mitted By ~• Reviewed By Assistant to the City Manager Assistant City Manager ~fi~,,,-~ 7• a o v'~f~p .. - ~~ ATTACHMENT 1 , . ,, O~ ~ ~ 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 Counci! 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 Survev 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 wouid 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 noteci that the Historic Park and Emerald G1en 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 . P~. ~ ~ ~ other markets in the area (Pleasanton, Danviile 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 foflow 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 1 st 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 rnarket, 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 . ,. Dublin Farrners' Market ` L~ ,~" ~ g ~ . , 2. Please tei!' us where ~location)' you would most.likely attend a;:Farmers' Market ,..,.. . _ . w.. ,. _. ,,..... ~:.. ...... : , ;. . ~ , 1st ` ` 2nd 3rd 4th 5th $th Rating , ,: .. :Response .~ .., ` Choice Choice Choice Choice Choice :.. ,C.hoice Average ~~ Coun# New Historic Park (just wesYof San ~' 3~ p°/, 16.1% 10.9% 6.5% . . 6.6% 27:8% Ramon Road on.Dublin Blvd.) (258) (130) (88) i',' (52) (53) (224}' ' 3.23 805 At the Dublin Place Shopping . `' 20.9% 26 5% 12.5% 9.8% 24.8% 5.5°/a Center (anchored by Target P,anera 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°ta Grounds, City Hall, Library) ' (110) (140) (2g3) '' (180) (48) ` (33) 3.02 ; 794 Nacienda Crossmgs (Regal : 5.3% 10.0°/a 25.7% 27,2~/, ' 15.4% 16.4% Cinemas, Best Buy: center) . (40) (76) (195) (207) (117) (1.25) 3.87 ; 760 Emerald Glen Park (off Central 24.0% 21.3°/a 9.8% 15.6% 23.6% 5.8% : Parkway) ~:(192) (170} (78) (125) (189) . (46) ` 3.11 800 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 . . . .- :: ' w~ ~ ' F k ~ ~ - _ ~ . : ,.. : . .y ,.'.' .. ~ : - . . ' :' r '.. .. ~~:~ . . . . _ ~- \ ~ ` F. ' ~ ~ , . b~d ~ ~ ~ ~~ r ~ ; - ~ T ~i - , ,, ~ afiswered•questron ~~ n ~ .,~ ` - 902-. . .. . . . .. . .. .~ ...~ .:F.. . ,. : ;:,.,~~:~z, , ,. ~. F...,~ . ::: . : : :: , .... ,. . . ~ ... .. . . .. .:. . . I . I .... „ M. ; . k s ipped question . 6 ~ ~ ~ ~~ . i. ur ' Once a month ~` : 7.8% 70 Occasionally ~ ~ 5.2% 47 . . .~:~: ' , ~, :. ~ ~ ~ 4 ~ z~'~ ' ~ ' ans qu ~o `~ wered~ est rr 902 .: ,. . ~ .. , .. ~ ~ x ~ ~ ~ ,~~.~ ..':~ , ~ .m ~ ~ . ~ . , ~ _ -. ~ ~ ~ . ..x.~ ,. ~ ; : e : ; , ' ~, -. - x ~ 'sk~pped.'question 16 . _. . 4. Please rank the ,days and times that you;'wouid mos#: likely support; a~~Dublin.:Farmers Ma~ket. 1st ...';; 2nd 3rd 4th 5th 6th 7th Rat~ng F ; <Choice Choice Choice .. Choice Choice ;. ;.C.h.o.ice Choice '`Average 33.7% 44 6% 7.2% 3.5%0 l.4% 2.4% 7.1 % Sunday - 9 a.m. to 1 p.m. (280) . (371) :' ~6~) (Z9) (12) (20) 2.30 {59) 4.7% 4.3% 21.0% 16.9% 7.3% 14:2% 31.6% Monday - 4 p.m, to 8 p.m. 4.87 {28) (26) (126) (101) (44) ; (85) ; (189) 22% : ;. . 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),. 4~89 ., : ~42) : 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) ;(2Z8) `>:: (74) 4.56 (35) 4.6°/a 62°/a 14.6% 30.4% 11.9% 21:1% _ 11.2% Thursday - 4 p.m. to 8 p.m. 4.47 (28) (38) (90) (187) ; (73) (130) (69) 52% 14.3°!0 39.8% 7.6% 4.9% ` 8:6% 19.5°Jo Friday - 4 p.m. to 8 p.m. 3•97 (35) (96) ; : !'~267) (51) (33) (58) (131) 57.6% 30.3°/a 4.2% 1.3% 0.9% 2.2% 3.4% - Saturday - 9 a.m. to 1 p.m. 1.78 (491) ~258) (36) (11) ~$) ~19) ' ~29). , Other (please specify) . ., „ k\ ~ ~ ~ ~: ; answered quest~on„~ > .., . ,. . > . , , .~ . .: .. . , ~u ~ _ . > : ~.. ' ~~~ ski'ped quest~on P (D ~ ~ ~ ni s:i.; No: , ~~~~.~1 19.0% , . ~ .,, .. ; , . :. .< ~... ~ v4 A : ,: ~ .,,: ~ . ... . . „, ° n ~ ~ ~ ~ Y enswered,~~ quest~on . ~ ,, ~ ,Y.;~ . ~ ~~' _ ... . , .,: ., ..~.. ~ :. .. . ... ... .:,. _. . .~ '.e. :~~~~.:~. ". -k.. ~7~ I i °; ~ skipped question 18 I ;: ,, :. ,. . . ,.. 6. Which farmers 'markets.ilo you attend?;(Checkail that;apply}::; .:. ' ,•ry ~ .;. ; ~ , ; ; . .~ ,. ~ ~x . I ~ ~Response ~. Response ~; Peccerit ::. Count. Pleasanton ' .. . . '~~~-:~. ~=_ ;s . ~~~ ._ _ k _M.. . ,~: 80.5°!0 ~ 592 ; ~. .~:~',; .~ Livermore ~~w 6.4% 47. ; ,. : Danville ~ ~'~~`~~~ 13.5% 99 San Ramon ' ~~ ~~~ °; . 37.3°!0 274 _:. ,. _ .. . . .. ~~~ ~;.,~ . ; `:' ~ ~: :: ` ~~~. u ' ~ _ r ~ ~~ E ~ ~ answerecl, quesfian 735 ,: . . _ ~~ ~ ~.~:, ~~~ ,. _. ' `.. , ~ .. ., ~~., ~, w~M~~ . ; .. : ,, . .• skipped, question . 183 ,~ ~--~ _ ~ , .~ ._ ,~~, ,~~~_~: _ ~ .. .:. .:. . K .. .' : ; ~. 8 Please tell us where you live in Dublin ' ' ~ ~ ~ .~ ...~.,..~ , . , .. ,._ ~,:, ., _ ;~~ .~,~ ,~ . Response~~Response~: West of San Ramon Road '~fi~<•,~~~ If you don't know, please provide .~ street numbe~. and address below. ~ ~ ~ ;~ : _- . __ ~~R. ,,,~~ ~ ., :; ~ ~ answerecl'q _ ~„~ `"i:~ 'skipped.q ~ . 1.04 132 25 135 210 30 113 fion ~ ~ $"~ •869 x ~" ~.u,,. .. tiorr . 49 9. Can you tell us how. much:you:spend p.er visit'at a farmers'.market~ ;: _ ~ ' - . Response Respons.e I ~ ; ~ ~~ ~ ; ~ ~;;~ ; Pereent ~ :~ •.: ;Count' : `~ ;. $0-$10 _ :Q.. 3.3% 29 $10-$15 ~ 11.8°/a 105 $15-$20 : ~ 23.3% 207 ~~ ~ $20-$25 ~~~ .,_ 22.8% 202 $25 or more ~ ~~~~_~~~ 38.8% 344 . . . . . . . . . ' ~ . , . ' . . ' " .::~v' 4 ~ >:~ ~. • :'. ' .... .: ,. . .. .~. . ... . .... ' ~: ~ ~ . . >. X . ' .. C ~' ~; , ~~. T ., ~' vS ~.~ : . ~, ~ ix . (+ ' sw t x3 ,<~, r . . . .. , ~ :~ ' y xc~. :r: . . , -" O ~ an eXed,ques ~ n 887 h . . . . . . ... ...... . .. :. . .. _ . ..n.~. ., ~ ; ~ x:. .~, ~ :~ ~-.. .,.~~ ~ , ~; ,;_. .~ . .~,...! ~ ... ". .~ ~ ~ .. ,~;F .. . ,.; _. _ , , _ " ,. ,!,skipped.question 31.. ~ ~-~ , -~~-~.~ ~