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HomeMy WebLinkAboutItem 8.1 Farmers' Market CITY CLERK FILE # 470-50 AGENDA STATEMENT CITY COUNCIL MEETING DATE: December 21, 1999 SUBJECT: Review of 1999 Farmers' Market and proposed Farmers' Market Survey t'repared by: Christopher 1;. Foss, Economic Development Director ATTACHMENTS: 1 .. RECOMMENDATION: FINANCIAL STATEMENT: None. Draft Farmers' Market Survey 'Receive Staff Report Provide staff direction regarding Farmers' Market Survey DESCRIPTION: In early 1998, the Dublin City Council directed staff to solicit proposals from qualified bidders to operate. a Certified Farmers Market in Dublin. The RFP process netted four (4) qualified proposals and the City Council selected Urban Village Farmers' Market as the operator. " In return for a City contribution of $I6,000 over two years, the contract called for Urban Village to operate a market each Friday evening from June through October with at least 35 vendors each-week. The first year's market was held at the Dublin Square Shopping Center (off Dordon Way) on Friday's from 4:00 p.m. to 8:00 p.m. The 1998 market began the year with very strong attendance by ,both patrons and vendors, but the attendance of both tailed off considerably towards the end of the season. In an attempt to stimulate additional patronage at the market, the City Council decided, at its March 16, 1999 meeting, to change location (from Dublin Square to Shamrock Village) and date/time (from Fridays 4 p.m. to 8 p.m. to Saturdays 9 a.m. to 1 p.m.). Issue The 1999 Farmers' Market in Dublin was not successful. The market started off strong with 29 vendors and approximately 2,000 patrons at its opening day of June 5, 1999. The attendance by both vendors and patrons slipped considerably from that date with the last month' averaging less than 10 vendors and 200 patrons. In an effort to better understand the circumstances surrounding the market, staff met with Ron Pardini, Executive Director of the Urban Village Farmers' Market, on December 2, 1999 to review 1999's successes and failures and to make recommendations for next year. H/cc-forms/agdastmt. doc ' COPIES TO: I'TEM NO. ~ Mr. Pardira was disappointed in the performance of this year's market. He said that the change of date and location adversely affected the market. He stated that the market was "more successful" on the days in which they had a special event, but also indicated that Dublin residents and/or patrons of the market did not see the market as part of their normal shopping pattern. He was also concerned about the location of the market in a underutilized shopping center. Mr. Pardira stressed that the customers drive the success of the market, not the vendors. He indicated that it was increasingly difficult to get vendors to the Dublin market because it was so poorly attended. The vendors have certain costs (Picking, Packing, Trucking, Employee Costs, and Wasted Product) that need to be re-couped at the market, and Dublin suffered because the vendors have other options at more stable and successful markets (ex. Danville, Pleasanton, Berkeley, Hayward, and Oakland). Suo_,gestions for 2000 Staff asked Mr. Pardira for a best case scenario of date and location to make the Dublin Farmers' Market more successful. Mr. Pardira reiterated his belief that the best date for the market would be on Sunday between the hours of 9 a.m. and 1 p.m. or 10 a.m. and 2 p.m. His belief is centered on the fact that there are nearly twice as many markets in Alameda and Contra Costa counties that operate on Saturday rather than Sunday. He believes that the farmer and food vendor selection would be greater and there would be less competition from surrounding markets (Danville and Pleasanton). He feels the best location would be in the parking lot east of the Cat Fed Bank on Dublin Boulevard at Regional Street. Staff discussed that scenario with Mr. Pardini and discovered that the City Council had' previously considered the Sunday date and had chosen to conduct the market on Saturday. Staff inquired about another date and/or location. It was suggested that the market return to Friday afternoon/evening but hold it at a more accessible/visible location (ex. Dublin Sports Grounds). Staff discussed the Sports Grounds option with Diane Lowart, Parks and Community Services Director, and it was determined that no one particular event or on-going use would directly conflict with the Market on Friday afternoon/everang. Based on past use, one or two fields may be used at any one time. Staff, however, cautions that the Dublin Little League may use the fields for post season play in June and July and would .suggest that discussions be held with Dublin Little League officials prior to any final determination on this proposed site. Staff is currently attempting to contact additional property owners (i.e. Shamrock Village, Cat Fed, Mervyns, TOys R Us, and Dublin Plaza) to see if they would consider hosting the Farmers' Market.. Analysis It is quite apparent that the Dublin Farmers' Market has not been a success. While it has a core of 150- 200 dedicated and loyal shoppers, it has not enjoyed community-wide support and patronage. The yearly declines in attendance could be attributed to numerous factors (dates/locations/etc.), but it is important that a decision be made soon about the future of the market so that arrangements can be made, if necessary. From staffs perspective, there are four (4) options available relative to the market: Disband the Market: The contract with Urban Village Farmers' Market expired at the end of October 1999 and has no automatic renewal clause. The City could opt not to fund the market for FY 2000/2001. Mr. Pardini was disappointed in the performance of this year's market. He said that the change of date and location adversely affected the market. He stated that the market was "more successful" on the days in which they had a special event, but also indicated that Dublin residents and/or patrons of the market did not see the market as part of their normal shopping pattern. He was also concerned about the location of the market in a underutilized shopping center. Mr. Pardini stressed that the customers drive the success of the market, not the vendors. He indicated that it was increasingly difficult to get vendors to the Dublin market because it was so poorly attended. The vendors has certain costs (Picking, Packing, Trucking, Employee Costs, and Wasted Product) that need to be re-couped at the market, and Dublin suffered because the vendors have other options at more stable and successful markets (ex. Danviii,, Pleasanton, Berkeley, Hayward, and Oakland). Suggestions for 2000 . Staff asked Mr. Pardini for a best case scenario of date and location to make the Dublin Farmers' Market more successful. Mr. Pardini reiterated his belief that the best date for the market would be on Sunday between the hours of 9 a.m. and 1 p.m. or 10 a.m. and 2 p.m. His belief is centered on the fact that there are nearly twice as many markets in Alameda and Contin Costa counties that operate on Saturday rather than Sunday. He believes that the farmer and food vendor selection would be greater and there would be less competition from surrounding markets (Danville and Pleasanton). He feels the best location would be in the parking lot east of the Cat Fed Bank on Dublin Boulevard at Regional Street. Staff discussed that scenario with Mr. Pardini and discovered that the City Council had previously :onsidered the Sunday date and had chosen t0 conduct the market on Saturday. Staff inquired about another date' and/or location. It was suggested that the market return to Friday afternoon/evening but hold it at a more accessible/visible location (ex. Dublin Sports Grounds). Staff discussed the Sports Grounds option with Diane Lowart, Parks and Community Services Director, and it was determined that no one particular event or on-going use would directly conflict with the Market on Friday afternoon/evening. Based on past use, one or two fields may be used at any one time. Staff, however, cautions that the Dublin Little League may use~ the fields for post season play in June and July and would suggest that discussions be held with Dublin Little League officials prior to any final determination on this proposed site. Staff is currently attempting to contact additional property owners (i.e. Shamrock Village, Cat Fed, Mervyns, Toys R Us, and Dublin Plaza) to see if they would consider hosting the Farmers' Market.. Analysis It is quite apparent that the Dublin Farmers' Market has not been a success. While it has a core of 150- 200 dedicated and loyal shoppers, it has not enjoyed community-wide support and patronage. The yearly declines in attendance could be attributed to numerous factors (dates/locations/etc.), but it is important that a decision be made soon about the future of the market so that arrangements can be made, if necessary. From staffs perspective, there are four (4) options available relative to the market: Disband the Market: The contract with Urban Village Farmers' Market expired at the end of October 1999 and has no automatic renewal clause. The City could opt not to fund the market for FY 2000/2001. Survey the Community: Per our discussion, staff could elicit community input on the future of the Farmers' Market through an on-line survey on the City's web page. Staff has prepared a draft survey for Council review as Exhibit A. The survey could be concluded by mid January 2000 which would be enough time to remm to the Council with the results and various options for the Council to consider. . Prepare'aew Request For Proposal: Staff could issue a new RFP to solicit proposals from qualified firms. Staff would expect that the prior bidders would participate in the RFP process. Renew the contract with Urban Village: The City could renew the contract with Urban Village Farmers' Market and set a new date/location for the market. Staff feels that a survey would give a better idea of what the community thinks about the Farmers' Market and would provide a necessary backdrop for future City Council deliberations on this matter. Staff would appreciate any and all input from the City Council on the draft survey. Recommendation It is staffs recommendation that the City Council review and comment on the attached community survey and direct staff to place the survey on the City's web page for community comments. Following the collection of those comments, staff would return to the City Council with an agenda item requesting City Council direction as to the future of the Dublin Farmers' Market. FARMERS' MARKET SURVEY City of Dublin The City of Dublin is interested in receiving your comments on the operation of the 1999 Dublin Certified Farmers' Market and any ideas you might have for our market in 2000. The following survey will help us determine what you want to see in a Farmers' Market. Please feel free to comment and include any input that will help make this event appealing to both Dublin and Tfi-Valley residents. 1. Are you a Dublin resident? Yes No Have you ever attended the Dublin Certified Farmers' Market? Yes No What did you like about the Market? Location Date Time Food Selection Which of the following vendors and activities would you like at the Market? Farmers __ Speciality Food Producers and Bakers Prepared Foods Artisans/Craftspeople Regular Special Events Wee -kly music and entertainment Booths with downtown Merchants __ Booths for non-profit organizations What day would you prefer the Farmers' Market? __ Monday through Thursday __ FHday __ Saturday __ Sunday What time of day would you prefer the Farmers' Market? __ 9 a.m. to 1 p.m. __ 10 a.m. to 2 p.m. __ 3 p.m. to 7 p.m. __ 4 p.m. to 8 p.m. 10. Is the current location ( Shamrock Village Shopping Center at Amador Valley Regional) convenient to you? Yes No If the Market relocated, which location would you prefer? __ Dublin Sports Grounds __ Northeast Comer of Dublin Blvd. and Regional Street Other (Please specify: ) Would you support the Market year-round or seasonal (May to October)? Year-Round Seasonal How did you learn about the Farmers' Market? __Newspaper __Radio __ City newsletter __ Other and 11. 12. How often should the market be operated? __ Weekly __ Bi-Weekly Additional comments: Once a Month __ Bi-Monthly Thank you for your time in completing this survey. Your responses will help us to determine the future of the Dublin Certified Farmers' Market. H:\Chris\farmers' market\surveyinstrumcnt. doc.CF