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HomeMy WebLinkAbout8.1 FarmersMarketPrelimStudy . CITY CLERK File # D~~[Q]-~[Q] AGENDA STATEMENT CITY COUNCIL MEETING DATE: February 17,1998 SUBJECT: Downtown Study Task Force Interim Report and Farmers' Market Preliminary Study Report prepared by Greg Reuel, Economic Development Manager c...f2.- EXlllBITS ATTACHED: Exhibit 1) Exhibit 2) Exhibit 3) Downtown Area Map Major Concerns /Issues Survey Farmers' Market Preliminary Study RECOMMENDATION: 1. Receive Report on the Downtown Task Force activities and preliminary study on creating a Farmers' Market Conceptually approve the Farmers' Market Direct Staff to return with a Farmers' Market Feasibility Report and a draft Request for Proposals (RFP) \1JY 2. 3. . FINANCIAL STATEMENT: . The financial impact of a Farmers' Market to the City would be analyzed as part of the feasibility study. Possible costs to the City might include costs associated with security, maintenance and clean up. DESCRIPTION: The City Council set as a high priority at their 1996-97 Goals & Objectives meeting the establishment ofa Downtown Study Task Force. The purpose of the Task Force was to 1) convey information to Dublin businesses regarding future impacts on the Downtown; 2) develop a plan to maintain the economic vitality of the Downtown; and 3) study whether it is desirable to establish a Business Commission for the City. Twenty Seven members were appointed to the Task Force with the first meeting being held October 1st. The Task Force has met six times and continues to meet on a monthly basis. Bret Jensen was appointed chair person with Robert Enea as Assistant Chair. Councilwoman Lockhart represents the City Council and Tony Oravitz represents the Planning Commission. During the first two meetings, the purpose and objectives for the Task Force was discussed and Dublin's downtown area was identified. Exhibit 1 represents the area identified by the Task Force as Downtown Dublin. ----------~-------------------------------------------------------- COPIES TO: 8.1 ITEM NO. G:\GREG\CCAGEN\TASKREP.DOC '. Staffhas presented information on the following topics to the Task Force: . List of property owners of downtown and % of ownership . Report on development activities in downtown area . Information on AB 1693 . Information on East Dublin Development activities . Presentation of 1987 Downtown Specific Plan . Farmers Market Report . Report on possible interim uses of West Dublin BART parking lot . The Task Force developed a number of issues and concerns for the downtown area. These issues were then prioritized as presented in Exhibit 2. Issues raised by the Task Force seems to fall into four different categories: 1) short term goals for the Downtown; 2) long term land use changes for the Downtown; 3) incentives to help rejuvenate the downtown area; and 4) the establishment of an on-going Business Committee to help in the efforts of keeping a vibrant atmosphere in the downtown area. The Task Force is continuing to give input that will be used by Staff in preparing an economic vitality plan for the downtown area. This plan will also discuss the merits of establishing a Business Commission. The proposed economic vitality report should be brought before the Council within six months. Downtown Farmers' Market One of the Task Force's short-term concepts for improving and enhancing the downtown is establishing a downtown farmers' market. The Task Force strongly believes that this concept deserves immediate attention by the City Council because it would have a positive impact of bringing public awareness and . attracting people to downtown Dublin businesses. The Task Force would still work on the short and long- term goals and programs that would become part of the doWntown economic vitality plan while the farmers' market concept was being implemented. A farmers' market is a great downtown activity that brings local people and people from nearby regions together to experience a different kind of fresh produce and specialty goods shopping. Farmers' markets have the ability to create a strong sense of place, or community identity where Dublin citizens, merchants and landowners can meet and socialize and feel a sense of connection or belonging to the community. Staff conducted preliminary research regarding farmers' markets and presented this information to the Task Force last month (see Exhibit 3). The Task Force discussed why a farmers' market would be good for Dublin's downtown, and from this discussion, both the staff and the Task Force developed the following four objectives for establishing a farmers' market: 1. enhance the downtown and existing businesses 2. attract people to the downtown and increase "foot" traffic within retail centers - existing businesses would receive "spin-off" benefit of people shopping in their stores 3. provide fresh/organic produce and other specialty goods, such as flowers, baked goods, etc. 4. promote a positive image for Dublin increasing public awareness of the downtown The Task Force had a lengthy discussion regarding how Dublin can start a farmers' market and where . some potential downtown locations should be for a market. Members of the Task Force concurred that the City should consider hiring an outside organization experienced with establishing and operating a -;J..- Ii - . 'farmers' market instead of the City taking on this task. The City may need to contribute some start-up funds for the organization for covering such items as advertising and marketing expenses. The Task Force concurred that the City should solicit proposals from qualified farmers' market organizations that would be interested in establishing and operating a farmers' market in Dublin. . The Task Force agreed that the City should try a farmers' market in Dublin on a temporary, or seasonal basis, such as during the summer months only, to see if the market is successful. If the market proves to be successful, the City can then decide whether to hold the market all year round. The Task Force identified nine potential sites for a farmers' market that fall within three categories: private development sites; public streets; and the BART property located at the end of Golden Gate Drive. Some of the private development sites might be combined with public streets, such as Donlon Way and the Plumbery Parking Lot, and Village Parkway and the Automatic Rain Company Parking Lot. More specifically, the nine potential sites include the following: Private Development Sites . Mervyn's/Payless Shopping Center Parking Lot . Shamrock Shopping Center Parking Lot . Montgomery WardfTarget Shopping Center Parking Lot . Automatic Rain Co. Parking Lot . The Plumbery Parking Lot Public Streets . . Donlan Way . Regional Street . Village Parkway (close half of street - other half would be used for 2-way traffic) BART . Vacant property at end of Golden Gate Drive (larger BART property west of Golden Gate Drive) Staff would need to conduct extensive research before the Council decides to establish a farmers' market. For example, staff would need to prepare a farmers' market feasibility study that would include cost estimates for establishing and operating a farmers' market (i.e., staff costs, city service costs and costs to the farmers' market organization, etc.). As part of the farmers' market feasibility study, staff will need to determine the best location for the market. Part of this research would involve 1) talking with major retailers and asking if they would sponsor a farmers' market on their site; 2) asking existing Dublin businesses how they feel about having a farmers' market in the downtown; and 3) analyzing the costs for operating a market at a particular site (for example, there may be a need for additional city services, such as police). . In summary, the farmers' market feasibility study would include: 1) a farmers' market operational analysis; 2) a tentative commencement schedule for the market; 3) a site analysis describing the pros and cons of-operating a farmers' market at certain locations; and 4) a cost analysis for establishing and operating a farmers' market. -'3- RECOMMENDATION: The Task Force and staffreconunend that the City Council conceptually approve the fanners' market concept for the downtown and direct staff to return within 10 weeks with a farmers' market feasibility study, and a draft Request for Proposals (RFP) for final approval. With this information the City Council . would then determine whether or not to proceed with the establishment of a farmers' market in Dublin's downtown and proceed with the RFP, or whether to defer this action until some later date. . . _ t./-- .. '0 I '?)"" . "0 'a .~,......~ ~nnC?! 'park \]1 Sf ~ .~') TO SAN .JOSE i. t ce'C COlryrig,J.. ." Compass ~ M () d f~ S I () I Q:- l f . 'l:r.' .--.:' vi ~ J + r J - 1-\ l"\ -1_ \ \ \--:\ReQ, -Lo..€.n 1"t'\C.O as uOwrfluwn OJ S+ra~ \)D~b~ "--Ikl)ovYliuw'0 S+~dj Tc6 LfQrGe-- lu-l~-S/. EXHIBIT 1 I' . I I ..~ -: .,,:::. RESULTS OF MAJOR CONCERNSnSSUESSURVEY FOR THE DOWNTOWN STUDY TASK FORCE Image of Dublin (create an atmosphere, pedestrian friendly) -16 Eastern Dublin Competition - 14 People Gathering Place (Dublin alive after 5) - 13 Old Downtown vs. Traditional Downtown -11 Need for Western BART Station - 3 . "Shop Dublin" - 3 .....:..- Create walking areas (pedestrian walkways) - 3 What Impact the Flyover will have - 1 Other uses besides Retail (other interests) - 1 680/Split of Village Parkway - 0 Access to the downtown community - 0 Transportation (move people around) - 0 Convenient Parking (Village Parkway) - 0 . :." "-" . --.... : .- ~ -. ...-;...... EXHIBIT 2 ; f , .. F ,. ~ t" :.. t !" ~. ( FARMERS' MARKETS WHAT IS THE CITY'S OBJECTIVE/GOAL FOR ESTABLISHING A FARMERS' MARKET, EITHER ON A PERMANENT OR TEMPORARY BASIS? . Attract people to the downtown and increase "foot" traffic within shopping centers. "Spin-off' benefit - after visiting market, people will shop in the downtown; sales taxes will increase. . Provide fresh produce and other goods, e.g., flowers, baked goods. . Promote a positive image for Dublin - Increase public awareness of the downtown. HOW CAN DUBLIN START A FARMERS' MARKET? There are over 250 farmers' markets in the State of California. The majority of these markets are operated through non-profit organizations. Other markets are operated through either government agencies or certified producers. The City of Dublin can establish and operate a farmers' market, or Dublin can sponsor a farmers' market and enter into a contract with a Don-profit farmers' market organization for establishing and operating the farmers market. The City would need to contribute some start- up costs for the organization and these costs would cover such items as advertising and marketing expenses. The Pacific Coast Farmers' Market, a non-profit organization, runs the farmers' markets for the cities of Pleasanton, Concord, Alameda, Milpitas, San Jose, Martinez, San Mateo, Union City, Oakland and the town of Danville. H the City were to establish and operate a farmers' market, the City would need to obtain a Certified Farmers' Market permit through the Alameda County Agricultural Commission. In order to obtain this permit, the City would need to establish rules, regulation and bylaws and the City would have to either hire an experienced person to work on the project, or chose an existing staff person. WHAT DOES A "NON-PROFIT' FARMERS' MARKET MEAN? . . Basically, a non-profit farmers' market association means that the farmers make a profit, not the association. The association will generate only enough funds for operating the markets and these funds are taken from stall fees. Farmers pay a nominal fee for a 10 foot by 10 foot stall. Farmers that join the association must also pay a membership fee and comply with other membership criteria. The goal of a non-profit farmer's market association is to assist the "small farmers" so that they are able to make more money selling goods directly to . EXHIBIT 3 > . . ~_. t ;. ~ ;:, c_ ~. ~ f , . . consumers versus selling their goods to wholesalers where there would be greater competition and where farmers would make less money for their goods. WHERE WOULD SOME POTENTIAL DOWNTOWN LOCATIONS BE FOR A FARMERS' MARKET? The city of Union City and the town of Danville operate farmers' markets on city property. Dublin's civic center would not be conducive to holding a farmers' market because of parking deficiencies on the weekends, and possibly during evening hours. Also, the civic center is not centrally located within the downtown. The best locations for a farmers' market would be where there are ample parking spaces for patrons (either within parking lots or nearby public streets), safe areas for people to walk around, and large areas for vendors to locate their booths. Farmers' markets can be held outside of public rights-of-way, thus eliminating the need for city police officers controlling vehicular traffic. Staff has come up with the following potential downtown locations for a farmers' market. The majority of these locations will depend on private property owner approval. Depending on the particular property owner, a major retailer may have a marketing budget that would allow them to participate in such a project. . T argetlMontgomery Wards Parking Lot * . Mervyn's parking lot * . Payless/ Albenson's parking lot * . The Plumbery parking lot * . Shamrock Village Shopping Center * . BART's Vacant Lot - end of Golden Gate Drive (would need BART's permission) * Would require property owner's permission Staff recommends three of these sites: the Shamrock Village Shopping Center; the Target/Montgomery Wards parking lot and the Mervyn's parking lot. 2 . . SHOULD TIlE CITY ESTABLISH A FARMERS' MARKET ON A SEASONAL OR YEAR-ROUND BASIS; AND WHEN SHOULD IT BE OPERATED? . :; , '. The City may first want to try the farmers' market concept on a temporary, or seasonal basis. For example, the City could operate a seasonal farmers' market, such as one day every weekend during the summer months only. H successful, the City may want to establish a farmers' market on a yearly basis. Depending on the City's goals, the farmers' market can either be held one day every weekend from 9:00 a.m. to 1:00 p.m., or one evening during the week after 5:00 p.m., and they are typically held for a half day, or for approximately 3 to 4 hours. . j ~ ~. HOW MANY PEOPLE ATTEND A FARMERS' MARKET? This can vary with each farmers' market. Over a 1,000 people attend the Pleasanton farmers' market and 5,000 to 7,000 people visit the Jack London Square farmers' market. Other smaller-type neighborhood farmers' markets may receive about 100 to 200 people. POTENTIAL ISSUES ASSOCIATED WITH A FARMERS' MARKET Depending on where the market is held, there may be some issues associated with crowd and traffic control. The City would also need to address how the site would be maintained and kept clean after the market is held. . SHOULD THE CITY HAVE STREET FAIRS VERSUS FARMERS' MARKETS? The City should consider promoting occasional street fairs, such as ans and crafts fairs with live music, that can be held in separately, or in conjunction with, a farmers' market. Typically, farmers' markets draw enough people where they do not need to be held in conjunction with a street fair or other promotional event. SHOULD DUBLIN BUSINESSES HAVE A WEEKLY BOOTH AT 1HE FARMERS' MARKET AND SHOULD THEY BE GIVEN THE FIRST CHOICE TO LOCATE AT THE FARMERS' MARKET? This may depend on who operates the farmers market, i.e., a non-profit organization, the City, etc. For example, if the City sponsors the market, there may be more flexibility with creating their own farmers' market incorporating the panicipation of Dublin businesses. However, typically, vendors of a farmers' market are produce growers and they come from farmlands out of the area. Some farmers' markets offer free booths to a city business a couple of times during the year. Dublin should consider this possibility when creating a farmers' market program. . 3 I. . ;; j l -r i~ ?; , k- . . CAN WE INCORPORATE A "PLAZA lHEME" INTO THE FARMERS' MARKET? Yes, but this may require some shopping center renovations, facade improvements, or creation of a whole new center or "plaza" with a pedestrian-friendly design, incorporating small "mom and pop" retail uses, possibly some higher density residential developments and a major anchor store. : g:\downtown\fanncrs 4