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Home My WebLink About8.1 Farmers Market 1999 CITY CLERK File # D~[1][Q]-[1j5J . AGENDA STATEMENT CITY COUNCIL MEETING DATE: March 16, 1999 SUBJECT: AI'T ACHMENTS: RECOMMENDATION: /~ FINANCIAL STATEMENT: . Selection of Farmers' Market Location & Time for 1999 Report Prepared by: Richard C. Ambrose, City Manager A Letter from Berkeley L<I?d Company, Inc. dated March 4, 1999 Letter from Doerken Properties, Inc. dated March 2, 1999 Letter from Urban Village dated February 10, 1999 Agreement between City of Dublin and Urban Village Farmers' Market Urban Village Market Manager Report for October 1998 B C D E l. 2. Receive Report. Make recommendations on location, day of week, and time to hold Dublin Farmers' Market. $5,000 for the promotion of the 1999 Dublin Farmers' Market is included in the FY 1998-99 Budget. DESCRIPTION: The City entered into a two year contract with Urban Village Farmers' Market for the start-up and management of a new Farmers' Market in Dublin. Last year the event was held on Fridays from 4:00 p.m. to 8:00 p.m. at the Dublin Square Shopping Center. The Dublin Farmers' Market started off with good patron attendance that supported over 30 produce vendors. As the season developed, attendance dropped causing a number of vendors to stop coming to Dublin. City funds were used to help promote the event, but it seemed that the amount of people that were anticipated to patronize the Farmers' Market from adjacent office buildings never really materialized. With farmers' markets in Pleasanton, Danville, and Livermore, it also became apparent that the Dublin Farmers' Market was being patronized almost exclusively by City residents and not by residents from other cities. Although the location at the Dublin Square Shopping Center is available to be used again this year, (see Attachment A), Staff contacted the owners of Montgomery Wards and the Shamrock Village Shopping Center to see if there was interest by these companies in hosting the Dublin Farmers' Market. The site at Montgomery Wards required multiple approvals because it is part of the Dublin Place Shopping Center and could not be secured by Staff in time for this year's Dublin Farmers' Market. Doerken Properties expressed interest in hosting the Farmers' Market at the Shamrock Village Shopping Center. (see Attachment B) . ------------------------------------------------------------------------------------------------------------- COPIES TO: ITEM NO. ----8..1 G:\CC-MTGS\99-qtrl \MARCH\3-16-99\as-market.doc The owner of Urban Village Farmers' Market, Ron Pardini, suggests that we move the Farmers' Market to a more central location in Dublin and change the time and day of the Farmers' Market to either Saturd.:ty . or Sunday from 9:00 a.m. to 1 :00 p.m. or 10:00 a.m. to 2:00 p.m. (See Attachment C) The City has the choice to hold the Farmers' Market at the Dublin Square Shopping Center at the same time and day as last year (Fridays, 4:00 p.m. to 8:00 p.m.) or to change the date and time at that location. . The option is also open for the City to move the Farmers' Market to the Shamrock Village Shopping Center on either Saturday or Sunday from 8:00 a.m. to 12:00 p.m. The offer to hold the event at the Shamrock Village Shopping Center is for one year due to the potential redevelopment plans for the Shopping Genter. No need exists to change the agreement with Urban Village Farmers' Market if the City decides to move the location or change the time of the Farmers' Market (see Attachment D). The agreement indicates that the Farmers' Market will be held from June, 1999 through October, 1999. Staff recommends moving the Dublin Farmers' Market to the Shamrock Village Shopping Center and to hold the weekly Dublin Farmers' Market on Saturday mornings from 9:00 a.m. to I :00 p.m. Dublin Farmers' Market will be held weekly from June 5th through October 30th. . . -- .:2. - .ffi1 tfERKElEY LAND COMPANY, INC. / c6 /6 March 4, 1999 City of Dublin Attention: Greg Reucl Dear Greg: . Berkeley Land Company Inc. would be interested in continuing to host the farmers market on our property known as the Dublin Square Shopping Center. Although the market has had some degree of success on Friday evenings the best days would be Saturday or Sunday mominglS. HOWlVV1;l1'" I am lVonccrncd that Urban Village may not be able to produce enough vendors on these mornings if those same vendors are committed fO Urban Village markets in other communities. r believe that the City of Dublin should endeavor to obtain some guarantee as to the minimum number of vendors that will appear at the market. Berkeley Land Company would still need to obtain the support of the merchants in the center for a day other than Friday evening; so subject to this contingency and my concerns noted above we would be happy to accommodate the community. Michael S. Mikulich CPA General Manager . '211 Newell Ave., Suite 116 . Wolnut Creek, California. 9A596 · Phone (925) 256.1108 · Fa" 1925) 935-9862 ATTACHMENT A J ~ /D. DU6iJN SQUARE FA~\~ER6" i\f~A~j . i ':0'" ...;;,a 1 ~ l~ . ~ i " . J :.1 .'.. -. .~ "j '1 j , J J :,j 1 ~ J 1 IL 1 r p ~] - . ~1- '-- ~ J t . ... DOERKEN PROPERTIES, INC. 118.\5 Ot YMPIC BLVD. '3, rt I () SUITE 9?S WEST LOS ANGELf'$, CA 90064 TEL: (310) 4.77.]000 FAX: (310) 477-4171 March 2, 1999 VIA FACSIMILE AND MAIL (510) 833-6651 Mr. Greg Reuel CITY OF DUBLIN P. O. Box '2340 Dublin. California 94568 Rc: Fanners Market Shamrock Village Dublin, California DCc.1r Greg; . This letter shall confirm our previow~ conversations in which we discussed Shamrock Village being the site for the Farmers Market in Dublin. lly generating significant customer traffic during the hours of approximately 8:00 - 12:00 each Saturday nnd Sunday 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 alid welcome a Farmers Market to our e~nter. Subject to any potential development plans for Shamrock Village. we are able to eon,mit to this venture through the end of October 1999. The Fanners Market will be located within the area shown on the site plan that was part ofyout April 28, 1998 letter addressed to me. Our agreement to move forward on this program i~ subject to (a) execution of a mutually negotiated agreement with a Certified Farmers' Market Operator, and (b) obt.aining written approval from our tenants agreeing to the use of a p011ion of the parking lot for a Fanners Market We do not foresee any difficulties in reaching a mutual agreement on the tenns oran agreement. With regard to the tenants, the additional traffic generated by the Farmers Market during an "off-peak" period combined with conversations I have bad with some of the tenants give me comfort that we will be able to secure our tenant's lIpproval 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. Mare . Dauber Director of Leasing Cc: Allen J. Lynch Kym And~rson . ATTACHMENT 8 a 0:: <::" o~ I:..... ~$ " Not InclOdJ O::::c I) '- ." I I Z ::l V C I <<:( oS fvI tlcFrugal' s I V) .... ~ I 0 I Z I I / I 1 I I . - -.. - - .. - - - - -1 \ I I , I , I I I I 1 , I I I I I I I I I I A I B I D , I I I I I I I I 1 I I --- Pad -- I I I --- I , Po s sib Hit)' I \ I 0 I ,-\'0 . Not \ I 1 'lQ\; Included \ I I \.. \..f..;,.. "" \ r I '-!~ \ O~ I . ~~Q 1 p,.- I . V\r1o. 'f \ t:'\- ~ =:J r 0.. 'f \1\.\ e>( S Ll:n:..~-\-\ (.~ ^' / " 0 "I co '0\. ~, I I I Feet ...... .. .. . \5 Sl-IAMROCI( VILLAGE SITE PLAN Dublin, CA I '1 Rbtl(l~ I cJJ~ f;u.o- , l .. . . 5"" JD, RECEIVED lJRBAN " \1ilLAGt iJ.i'.~ 1999 Cl \ Y ur uuBLlN , . .. Februwy 10, 1999 Greg Reuel Economic Development Manager City 'ofDublin 100 Civic Plaza Drive Dublin. CA 94568 RE: Dublin Farmers' Market Changes Dear Greg. Urban Village Farmers~ Market Association is excited to begin a new season in Dublin. Regarding our conversation about changes of day and location for the Fanners' Market, I've enclosed a portion of the analysis we did prior to the launch oflast year's market for your review. . Contrary to the arialysis, Urban Village is now'very open to having the market on-a Saturday, however, Sunday would still be our first choice. Between the two potentially available sites, the Montgomery Wards si.te would be preferred for Its visibility and central location. , - I look forward to hearing from you as soon as possible so notification can be made to producers for planning and scheduling their season. Please don't hesitate to ,call for any needed 'assistance or questions you might have. Thanks for all your help in the past year, and best Wishes for the future to come. Let's keep in touch. . Grt,.? . g Regards, C/) tJ-t t R Pardini Executive Dir~ctor ATTACHMENT C Urban Village Farmers' Market Association 39120 Argonaut Way, #780 . Fremont, CA 94538 Phone: 510/745.7100 . Fax: 510/745-7180 . f.mail: urbanvillage@e~hlink,net b 4 /D . DUBLIN CERTIFIED FARMERS' MARKET Time / Commencement / Site Analvsis Dav / Hours I Season It is recommended that the Dublin Farmers' Market be operated on Sundays; either 9:00am to 1:00pm, or 10:00am to 2:00pm. Thejirst two years should be seasonal: May through October. Please consider the following information regarding a Saturday or weekday market: . In Alameda and Contra Costa cOWlties there are 9 Saturday markets, 4 Sunday markets. In the greater Bay Area there are 25 Saturday markets, 12 Sunday markets. Obviously, the farmer and food vendor selection would be more abundant and some of the higher quality vendors would be more apt to be available on a Sunday. The two closest farmers' markets, Pleasanton and Danville, are held on Saturdays. . A weekday afternoon is possible, but usually requires a dense, large office / work force population to help create the critical mass necessary. Although the Dublin location does have . frontage to the 580 and 680 freeways, it is difficult to attract commuters from their objective. Commencement The Dublin Farmers' Market should begin Mid-May to the first of June. These dates are simply driven by harvest times of certain crops that should not be missed. . It is recommended, in general, that all markets should ideally begin either in April or May. June is still acceptable, and some markets have been started in July, yet suffered by not offering some of the early "crowd-pleaser" crops, such as berries and cherries. . The term "they come for the sugar" is known and used by fanners' market specialists who realize that stonefruit (peaches/nectarines) available in June, is a big customer draw. (Excerpt from 3/6/98 Proposal) . -..:..:. r; 4 /0 AuKEEMENT 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, and on a weekly basis from June, 1999 and ending in October 1999, 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 (Attachment 1). B. City has determined that it is in the interest of the residents of the City of Dublin to make a donation of up to $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 up to $16,000 to UVFM to be used by UVFM to develop and promote the first two years of operation of the Dublin Farmers' Market per the budget prepared by UVFM (Attachment 1). The donation shall be paid in three installments. The first installment ($6,000) shall be made upon receipt by UVFM of all required permits from the City for operation of the Farmers' Market, the second installment ($5,000) shall be made within 30 days after Opening Day, and the third installment ($5,000) shall be made July 1, 1999. . 3. Condition of Receipt of Funding UVFM agrees that as a condition of receipt of up to $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. ATTACHMENT D g~./D 4. Records UVFM shall maintain records for program review, evaluation, audit and/or other purposes and make them available to City upon request. 5. Periodic Reports Monthly reports will be issued to the City indicating number of growers, customers, and marketing activi!ies used to attract customers. Dated: 5" /K' I~ '3 CI~BLIN By: I~ Richard Ambrose, . Manager Dated: 5")s/rY , I ~:~ERS'MARKET R a,J fA-e!>/~ I / "'Dl/43:c..:ro IZ.... G:\GREG\FARMERS\REV.AGMT.DOC . . . . . ,; . '- . r~, /D. ". TI-ill DUBLIN I MARIillTPLACE, """ Proposed Budget , One till1e EXDense / Yea'l" one' , Start-up 'fee* A Sided Food Booth 'Ban.ucf. " Barricades Signase Posler' (500) de'sign / printing Flyer (7,000) design / printing VIP Invit~tions , Business license / Vse Peanit . . ... '. . , . FJNANCES~' Urban Village Fanners Market -. Catering Equipment Company Sign Company . Public Works ' Sign CompllOY Grnp~c Artist [Print shop Grapltic Artis!' /.Print shop Print. Shop .' City' $1500 1200 800 ,500 500 '700 500 - 200 -1QQ $6,000 ." . , , Local Newspaper'Ad Campai.~ and/or Direct M'ail Camoairn: , ~5,000 { - MARKETmG EXPENSES / YEAR ONE '.MP..RK.ETING EXPENSES / YEAR TWO .TOTAL SPONSORSHIP FEES Farmer Food Vendor Artisan Hot Food $25.00' (.~ember) $35,90 (member, . $30.00 (member) · To be determined . " $11,000 . '5.000 $16,~OO ... , . UVFM FEE STRUCTURE _ ... $30.00 (non-member) $40.00 (non-member) ~35.00 (non-member) .. - . Proposed use offunds received from 110t Food Vendors (Dublin Merchants only) would be contributed to a Dublin Marketplace FlUId. Other producer :(unds pay UYFM overhead. *lllcludes'Mlli~ket'1ogo, Agnculn.ire an,11-1ealtil Department penuits, and vendor n:ailiog ATTACHMENT 1 - RECOMMENDATION- Based onrespo,rise by customers who frequented the Market. Friday evenings were difficult for them to attend. and impossible for many of their friends.' The d~y and, time' of , the Market was the n~mber, one compl~~nt and ~oricem ' _ from our regular customer~~ and, obviously a huge deterren(r<?r those'tmable to attend. A more centi'allocation for exposure was also suggested by m3:llY. The vendors that ,hung in and-continu~ with the Market grew an attachrrlent to the community,and often commented that they loved this Market' Although tQ.erewas not a massive volume of . people attending. th~re was an appreciative. loyat. and supportive group of shoppers~. . Urban Village Farmers' Market Association , 39120 Argonaut Way, #780 . Fremont, CA 94538 'Phone: 510/745-7100 . Fax: 510/745-7180 . E-mail: ui'banviUage@earthlink.net A IT ACH M ENT E , ,