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HomeMy WebLinkAbout7.1 FarmersMarketRpt , t\" . . (. r . . .. SUBJECT: CITY CLERK File # D@[2J0J-b5J~ AGENDA STATEMENT CITY COUNCIL MEETING DATE: March 17, 1998 Farmers' Market Interim Report . -'. Report prepared by: Greg Reuel, Economic Development Manager erJt Exhibit 1 - California Certified Farmers' Market Exhibit 2 - Location raDkings hy Pacific Coast Farmers Market and _ . ____ _ _ _____.Dr"'an Village Farm~sM8I'~.. Exhibit 3:. Letter from Thomas A. Benigno Exhibit 4: Letter from Richard 1. Benson, President United Food & Commercial Workers Union, Local 870 dated March 10, 1998 EXlllBITS ATTACHED: /7 ^ rCr' 3) ( ~V'- 4) 5) Receive report Determine whether the City should provide financial support to a farmers' market promotion. Determine top two preferred locations. Determine preferred day of operation. Authorize Staff to solicit proposals and negotiate an agreement to be considered by the City Council at a future meeting. RECOMMENDATION: 1) 2) Start-up costs associated with the establishment of a Farmers' Market would range from $10,000 to $20,000 in the first year and $5,000 to $10,000/year in the second and third years. After the third year, the market should be self-sustaining. There are currently no funds budgeted for this activity. An additional appropriation from reserves would be required. FINANCIAL STATEMENT: DESCRIPTION: At the February 17, 1998, City Council Meeting, Staffwas asked to bring back to the Council an interim report on the feasibility of starting a farmers' market in the downtown area of Dublin. Staffwas asked to include input from professional farmers' market operators as part of the report Pacific Coast Farmers' Market Association (pCFM), which operates 14 farmers' markets, and Urban Village (UVFM), which operate 4 fanners' markets in the bay area, were approached regarding starting a farmers' market in Dublin. Both operators supplied the City with information and proposals on how to start a farmers' market in Dublin. From the information presented by these :firms the following analysis has been made by staff on starting a farmers' market: ------------------------------------------------------------------- COPIES TO: ITEM NO.-----U G:\CC-MTGS\98-QTRl\MARCH\3-17-98\AS~FARM.DOC , ANALYSIS .. 1. Desirability: Both PCFM and UVFM feel that the Dublin market place is an excellent opportunity to start a farmers' market. Dublin's central location and demographics make it a prime location to . attract both local residents and regional shoppers. 2. Certified Farmers' Market: Should the City decided to sponsor a farmers' market, it should be organized as a certified farmers' market as defined by the Food & Agricultural Code of California 1bis will insure the sale of produce at the Dublin farmers' market is conducted only by those farmers that are certified (see Exhibit 1). 3. Location: The sites identified by the Downtown Study Task Force were presented to PCFM and UVFM. Both companies ranked these sites and gave comments as to their desirability (see Exhibit 2). Staff also added comments to this exhibit, but did not prioritize the sites. PCFM preferred the parking lot area between Target and Wards, whereas UVFM thought the Donlon Street location had the best atmosphere for a farmers' market. The owners of the parking lot between Wards and Target plan to demolish the retail buildings between the two anchors and build new buildings in the near future. This may pose a problem for this site in the future. The Donlon Way location would need to operate on a weekday or evenings, so as to not interfere with weddings and events at the Old St. Raymond's Church and Heritage Center Museum on weekends. 4. Permittin~ Process: A Temporary Use Permit would need to be granted for the establishment of a farmers' market at either of the sites identified by PCFM and UVFM. Additionally, agreements with adjacent landlords and tenants would need to be established. The Targetlwards site is governed by CC&R's that require the acceptance of a fanners market by other tenants of the . shopping center, and the Donlon Way site would need the support of the Heritage Office Park and Dublin Square Shopping Center in order to accommodate parking for the event. 5. Event Date & Hours of Operation: Both PCFM and UVFM recommend a weekly farmers' market starting in May and lasting until October. UVFM has recommended holding the farmers market on Sunday. They have suggested this day because of the availability offarmers for a Sunday market and the fact that the two closest farmers markets in Danville and Pleasanton are held on Saturdays. Sunday markets may lose a certain amount of customers who work in Dublin during the week, but don't live in Dublin. Weekday afternoons or evenings are a possibility with PCFM operating 8 markets on weekdays. PCFM did not recommend a preferred day to hold the event. UVFM believes that a weekday afternoon market usually requires a dense, large office/workforce population to help create the critical mass necessary for success on a weekday. On the other hand, the Old Oakland Farmers Market has been held on Friday afternoons for seven years and satisfies customers that like to do their shopping of fresh produce before the weekend. Both operators view the need of a four hour block to hold the market. If set up and take down are included into the timing of a Dublin farmers' market, then approximately 6 hours will be needed from set -up to take-down that includes the operator cleaning the site. 6. Commencement: Ideally, farmers markets begin either in April or May. June is still acceptable, and some markets have been started in July, yet suffered by not offering some for the early "crowd . pleaser" crops such as berries and cherries. Both operators have suggested to the City that it selects and contracts with a farmers' market operator not later than April 30, 1998. This allows the operator sufficient time to line up the quality fanners needed to make the event a success. It also gives the operator time to open in late Mayor early June. -2- ."'~" - . . . . . 7. .Go.s1: PCFM and UVFM both submitted preliminary budgets needed to begin a farmers' market in Dublin. Preliminary one-time start-up costs ranged between $l 0,000 and $20,000, and would cover the cost of permitting, management, advertising, barricades, banners, directional signs, logo designs, printed collateral needed to promote a new farmers' market, and City costs associated with potentially closing a City street. Continued support in years two and three for advertising could range from $5,000 to $lO,OOO/year. Sponsorship costs needed by the fanners' market could be made by the City from the General Fund as part of Community Promotion. An additional appropriation from reserves would need to be made if the City decides to sponsor a downtown farmers' market that would begin in the Summer of 1998. Recommendation Staff believes that there is sufficient time to procure the necessary permits and agreements to open a Dublin farmers' market by June 1998. Staff recommends that the City Council determine whether the City should provide financial support to a farmers' market promotion, determine the top two preferred locations, determine preferred day of operation, and authorize Staff to solicit proposals and negotiate an agreement to be considered by the City Council at a future meeting. -3- . ~- . . CALIFORNIA CERTIFIED FARMERS' MARKETS California Certified Fanners' markets are the REAL thing, places where genuine farmers sell their crops directly to the public. In 1979, the Food & Agricultural Code was amended to regulate the operation of Certified Farmers' Markets. Under these regulations, all County Agricultural Commissioners are responsible for verifying growers' products and issuing certificates. No one is allowed to buy products and resell them at Certified Farmers' Markets. Only California grown products may be sold. A grower with a certificate from any county in California may sell at any Certified Fanners' Market in the state. This year there will be more than 250 Certified Farmers' Markets in the State of California. These markets are sponsored by a variety of organizations such as churches, Chambers of Commerce, city and local governments and farm organizations. Each market operates under the Department of Food & Agriculture regulations plus additional regulations to suit local situations. A Certified Farmers' Market is a location approved by the County Agricultural Commissioner where certified growers travel from all over Northern California to bring the best of the season's harvest...fruit, nuts and vegetables from the San Joaquin Valley, sweet com from Brentwood, berries from Watsonville, and apples from Sebastopol. Farmers' Markets also feature fresh ranch eggs, honey, plants, cut flowers, fresh-pressed juice and organic produce. Consumer demand for vine/tree-ripened produce direct from the farm continues to increase. Many communities enjoy hosting a Farmers' Market once each week. This new, exciting concept in food shopping gives consumers the opportunity to shop for fresh fruit and vegetables while visiting the town. The Farmers' Market is the town gathering place. A place to see old friends, meet new ones, visit the nearby cafe, talk to genuine growers, pick-up the latest recipe, or stop by the nearest store for that last minute gift item. Farmers' Markets provide the opportunity for "community-oriented" events such as Harvest Festivals, Apple Tasting, "Cook-offs", Recipe Contests, Facepainters, etc. E){HIBIT 1 FARMERS' MARKET LOCATION SUMMARY Location PCFM UVFM Staff Comments * Rankings & Comments Rankings & Comments 1. Donlon Way #4 Street width approx. 26'. #1 Overall Best . Site cannot be used on which would inhibit Saturday & Sundays becaus atmosphere creation. Street of weddings at St Raymond's closure would impact . Good ambiance businesses (kennel). Ample . Need parking agreements from Parking available at Dublin Dublin Square Shopping Center Square. & Heritage Park office 2. Montgomery #1 Area large enough to #2 Good for short-term . Need parking & use , WardlTarget accommodate Market High agreements from shopping Parking Lot - visibility and increased foot center owner & tenants Vacant Retail Area traffic for the Center. Great . Possible demolition & area for activities (kids construction of site that would events, special events). require moving market Ample parking . Excellent location to Downtown . Potential cost to use site 3. Vacant BART #3 Area is large enough to #3 Good future potential . Site improvement costs need to property/West of accommodate Market be added to start up costs Golden Gate Drive Recommended . Possible weekend use of site ..:;- improvements to surface improved by others (paving) prior to Market. . Excellent exposure to freeway Location has freeway . Lack of retail tenants within visibility. Street parking walking distance available, but limited. Not . Potential cost to use site positive impact on economic . Need agreement from BART vitality . 4. Regional Street No Comment #4 Not easy, but access '. May impact Dublin businesse (South of Dublin to Willow Tree and negatively Blvd) Monarch Hotel is . Excellent proximity to Dublin available through Dublin retailers Business Center and bowling alley. 5. Montgomery Ward No Comment #5 No Comment . Need agreements similar to #2 Parking Lot - Near . Good exposure to Dublin Blvd Dublin Blvd . Potential cost to use site 6. Mervyn's/Payless No Comment #6 Too close to . Need agreements similar to #2 Parking Lot Albertson's . Too close to Albertson's . Potential cost to use site 7. Shamrock Village #2 Area large enough to #7 Too close to . Need agreements similar to #2 Shopping Center accommodate Market. High Albertson's . Site has been used for special visibility for Market and events in the past increased foot traffic for . Good proximity to Dublin Center. Consumer parking retailers would impact existing parking . Potential cost to use site (not enough parking). 8. Village Parkway #5 A Market on this street #8 No Comment . Negatively impact City would have a negative impact circulation on surrounding businesses. . Excellent proximity to Dublin retailers 9. Automatic Rain Co No Comment #9 Not large enough for . Need agreements similar to #2 customer parking . Could only be used on Sunday': . Excellent proximity to other Dublin retailers . Potential cost to use site .., All sites will require a temporary use permit. EXHIBIT 2A North to S_an Ramor; South t EXHIBIT 2 -- , ....... .- t :.- -'--.,..' Farmers Marketfor Dublin, Ca. 220/97 ":~. ~ -r- \ Dear Sirs: It has come to my attention that a proposal to have a farmers market in Dublin Ca. was on the agenda C?f the last meeting at the city counsel. To my knowledge the need for a Renaissance type C?f business does not meet the city needs. It is upsetting to me to see the double standards in city government agenda, to think that some one can go before the counsel and even think they could get this thing to fly- This town has lost several chain stores along with some large independent stores and some small business's. We have lost Romley's, Luckys, Scifeway, Fry's, Alpha Beta, Veronica's and many other businesses. What is it that makes counsel think that now to bring in a Gypsy Operation will do justice to the family's of Dublin or any tawn for that matter. Unless the city can explain what it is that makes this group C?f people feel they have the right to use public property to run a business that will only benefit the pun1eyor and not the city and its people. This is a selfish resolution that will eventually cost the taxpayers more than they bargainedfor. The product liability alone should be enough to stop this mad scheme. A s a past owner-operator C?f 4 markets and a certified Caltfornia farmer, 1 'm appalled by the arrogance C?f this commission to even hear this proposal. Mr. Reuel C?fthe city impact commission suggests that if this is goodfor Pleasanton it will be good for the people C?f Dublin. 1 believe it would be a violation to let this type C?f business's set up shop in our communities without hindering or violating some C?f our local and state ordinances along with federal laws. I have cOlTesponded with Albertson's, Pak 'n Save Foods and others in management in the food business about the issue at hand. They may wish to voice their opinions about these and other issues but I can't speak for them at this time. The seriousness C?f what we are seeing is out reaching. Page 2 . ~ ~- -..- \. ---.'--: ., .. "i:":); '- .."'" , ~'i- -e" '., . . EXHIBIT 3 , .!ii" '; , . . Again 1 want to thank you for listening to my spin on a very important issue that 1 'm sure will have some impact on all of us. If you need more information regarding this issue 1 can be reached at the 510 -828-3944 or mail to my home office. At 6546 "IF' Cottonwood Or, Dublin, Ca. 94568 . /};lTTUm ~ cc:sr~ 510-828-3944 Cc:Albertsons Food Markets 7333 Regional Street Dublin Ca.' 94568 Cc:Attention Mr. Rick F ors'f{lzino Cc: Pak'n Save Foods 320 Blum Place, suite 251 mchmond Ca. 948f:J6 Cc:Ms.Mary Davis 6605 Dublin, Ca. 94568 Cc:Mr. George Airas Cc:City of Dublin 100 Civic Plaza Dublin, Ca. 94568 Cc:Mayor G Houston Cc:Mr. Greg Reuel Cc:RetaUClerks 870 28870 Mission Blvd, Hayward Ca. 94544 Cc: Mr.Ri.ch J1enson ( president) Cc:Mr.Lynn Cartjrmf!Y . Richard L. Benson President March 10, 1998 LOCAL 870 . Leonard V. Konecny Secretary-Treasurer Richard C. Ambrose City Manager City of Dublin P.O. Box 2340 Dublin, CA 94568 _ RECEIVED " f' D 1 ,) 100n !VI1--',r. _ ,-, ........0 CITY U;- UU8LlN Dear Mr. Ambrose: United Food and Commercial Workers Union Local 870 represents 6,000 retail food store workers in 'Alameda County. 'As a representative of workers in this industry we have a very good understanding of store operations and the various issues that impact food store operators and their employees. .- We understand there is an interest by some to approve Farmer's Market to be able to operate in the City of Dublin. Obviously, our members are concerned because of the impact these markets could have on their employers and their community. For many years, food store operators such as Albertson's and Pak N Save have provided food store service for the residents of Dublin, while at the same time providing good jobs with fair and equitable wage and benefits packages. Additionally, food store operators maintain . a level of health and safety standards which protects not only the workers but also their customers. Accordingly, UFCW Local 870 is concerned that Farmer's Market would be allowed to operate in the City of Dublin without proper controls on the wage and benefit package paid to workers employed by various produce suppliers and what level of health and safety standards will be applied by these employers to protect their employees and the buying public. We believe that the produce markets currently operating in traditional food stores provide not only the finest of product but also offer those protections in an environment that ensures the best of health & safety standards for the employees and the buying public. With this in mind we respectfully request that you deny approval of Farmers Market to operate in the City of Dublin until the economic impacts and health impacts on the community are fully evaluated. Very truly yours, ~ f--~ Richard L. Benson President EXHIBIT 4 . RLB:dl Office Hours: 8:30 a.m. to 4:30 p.m. Monday. Friday United Food & Commercial Workers Union, Local 870 28870 Mission Blvd., Hayward, California 94544 (510) 889-0870 · Fax (510) 889-6415 til.....@