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17 Staff Report - Discussion of and Direction on Farmers Market LocationMEETING DATE: 12/2/02 ITEM NO. COUNCIL AGENDA REPORT DATE: NOVEMBER 18, 2002 TO: MAYOR AND TOWN COUNCIL FROM: DEBRA J. FIGONE, TOWN MANAGER SUBJECT: DISCUSSION OF AND DIRECTION ON FARMERS' M RECOMMENDATION: Discussion of and direction on Farmers' Market location BACKGROUND: T LOCATION The Los Gatos Farmers' Market has been in operation on Montebello Way and Broadway Ave. for the past ten years. It has been a very successful Farmers' Market and one of only a few that continues to operate year-round. In April, 2002, the Market was moved temporarily to the parking lot of Town Hall while Town Plaza was undergoing reconstruction and renovation. The improvements to Town Plaza are now complete and the contractor's 90 day maintenance period will terminate at the end of this year. DISCUSSION: The operators of the Market, South Bay Farmers' Markets, have submitted a letter, Attachment 1, requesting that the Market be returned to Town Plaza. The operators believe that this location better supports the Market with more foot traffic as well as provides greater benefit to the surrounding business community. Attachment 2 is a copy of their Special Event Permit which outlines the conditions for holding the Market at Town Plaza. (Continued on Page 2) PREPARED BY: Marty Woodworth' Redevelopment Manager N:\D E V\Marty\farmersmarketcounc i Ireportdec2002. wpd Reviewed by: Assistant Town Manager ; k- Town Attorney Clerk .Finance `/Community Development Revised: 11/25i02 3:14 pm Reformatted: 5i 30/02 PAGE 2 MAYOR AND TOWN COUNCIL SUBJECT: DISCUSSION OF FARMERS' MARKET LOCATION November 18, 2002 In order to assess the implications of the current location versus returning the Market to Town Plaza, staff completed the following: Interviewed businesses at both locations regarding the benefits and drawbacks of the Market. Met with the President of the Chamber of Commerce Interviewed vendors at the Market Interviewed customers of the Market Met with Town staff, including Police Department representatives Each of these items will be discussed individually below. Interview of Businesses at Both Locations A primary benefit of a farmers' market is to bring people into a business district at off -hours to help support local businesses. The Los Gatos Farmers' Market has been very successful at attracting large numbers of people Sunday morning at a time that otherwise would be slow in the Downtown at both locations. Town Plaza Businesses: Staff interviewed businesses in the immediate vicinity of Town Plaza to determine the benefit the Market has on them. As might be expected, the vast majority indicated that the Market has a beneficial effect by bringing in lots of foot traffic on Sunday morning. Most indicated that they believed the relocation to be temporary and that the Market would return once Town Plaza was complete. Parking did not seem to be a big concern as the Town's public parking lots general have substantial capacity at this time of the day and week. Le Boulanger and Posh Bagel indicate that their business is off substantially since the Market moved, and would very much like to have the Market back. The antique stores in the area indicated little benefit from the market and seemed to prefer it at Town Hall. The Los Gatos Coffee Roasting Company was the one eating/drinking businesses that preferred it at Town Hall. The primary reasons seem to be the heavy use of their restrooms and vendors at the Market selling pastries and other items that compete with what the Los Gatos Coffee Roasting Company sells. Town Hall Businesses: Staff interviewed businesses along E. Main St. between Highway 17 and the High School to determine the benefits of the Market on them. Cafe de Flore, Caffe Siena, Summit Bicycles, French Cellar, and Water Girl very much like having it at Town Hall as it brings in more foot traffic. Most of the other businesses seem to think it can work at either location or are not open on Sunday and don't care. The United Methodist Church and the three AA groups that meet at the Neighborhood Center prefer that it be moved back to Town Plaza as it makes parking more difficult for them. The Church has services at 9:15 am and 11 am. PAGE 3 MAYOR AND TOWN COUNCIL SUBJECT: DISCUSSION OF FARMERS' MARKET LOCATION November 18, 2002 Chamber of Commerce Staff met with the President of the Chamber of Commerce to discuss the location of the Market. Subsequently, the matter was discussed with the Chamber Board. It was the conclusion of the Board that the Market would do more to benefit the business community at Town Plaza as a result of the greater concentration of businesses at this location and the longstanding presence of the Market at this location. Farmers' Market Vendors On Sunday, November 17, 2002, staff interviewed the vendors at the market to seek their opinion as to the best location for the Market. About 20 of the vendors indicated that they would like it returned to Town Plaza with the primary reason being that there is more foot traffic at this location. They were particularly concerned that during winter months that the Town Hall location would not have the volume of customers needed to support the Market. Town Plaza, being in the heart of the Downtown, naturally has more people which helps the Market. About 10 of the vendors indicated that they liked the Market better at Town Hall. The reasons included easier access, more space and better restroom facilities. Finally, about 10 of the vendors had no opinion or felt that either location would work. Market Customers On Sunday, November 17, 2002, staff interviewed approximately 115 customers at the Farmers' Market. About 50 people interviewed liked the Market in its current location. The most common reason was that there seemed to be more space in the walkways between the vendors making it feel less crowded. Also better parking and overall access were cited as reasons. About 50 people interviewed indicated that they liked it better at Town Plaza. Common reasons cited were better parking, better atmosphere, closer to stores and restaurants and more convenient. Another 15 people interviewed felt that either location was fine. It is important to note that if there are people that previously attended the Market at Town Plaza that no longer go to it because of the move to Town Hall, then these people would not be picked up in the interviews. Town Staff Community Services, Police and Community Development Staff met to discuss the Market. The departments agreed that either location could work. The Police Department indicated that they have had no major problems with the location at Town Plaza. The Town Hall location makes it a little more difficult for ingress and egress to the Police Department on Sunday morning. The other concern is the parking situation for the three AA groups that use the Neighborhood Center. PAGE 4 MAYOR AND TOWN COUNCIL SUBJECT: DISCUSSION OF FARMERS' MARKET LOCATION November 18, 2002 CONCLUSION: Staff has attempted to provide an impartial assessment of the feedback received and considerations associated with having the Farmers' Market at each location as summarized below: Town Plaza Location: • • The operators of the Market feel Town Plaza is the better location with more people to support the Market and more benefit to the surrounding businesses. Staff's interviews with businesses indicates that more businesses benefit from the Market at Town Plaza and the majority of the businesses that are open on Sunday in the immediate vicinity would like the Market returned. The Market has functioned well for 10 years at Town Plaza and is one of a few Markets that has enough foot traffic to support year-round operations. The Chamber of Commerce supports returning the Market to Town Plaza based on benefitting a greater number of businesses at this location. A majority of the vendors at the Market want it returned to Town Plaza because of greater foot traffic which results in greater sales. Ample parking is available Sunday morning in public lots at Town Plaza. The location at Town Hall conflicts with the parking needed for the United Methodist Church and three AA groups which lease the Neighborhood Center. Patrons of the Market are split about 50/50 on the location. When the Council reviews the location of Music in the Plaza after the first of the year, it may wish to consider keeping it at the Civic Center location in order to help balance the locations should the Market be returned to Town Plaza. Lack of restroom facilities are an issue at Town Plaza. If the Market returns to Town Plaza staff recommends that the Special Event Permit for the Market be amended to include a requirement that two portable toilet facilities be required to be brought in and then removed each Sunday by the operators of the Market. The location to place the portable restroonis would be determined between staff and the operators. This would reduce the burden of providing restroom facilities by the surrounding businesses. Town Plaza is newly renovated and will provide an improved backdrop for the Market. However, it will add to the intensity of use of the Plaza which is already heavily utilized. This may result in higher levels of required maintenance. The Council may wish to discuss the issue ofvendors selling foods prepared for consumption at the Market. Some local businesses have expressed concern that pastries, muffins and similar items compete with their products. Staff believes that it is desirable for the Market to have limited amounts of prepared food, however, the Council may wish to consider that it be provided by local establishments in the immediate vicinity as opposed to outside vendors. PAGE 5 MAYOR AND TOWN COUNCIL SUBJECT: DISCUSSION OF FARMERS' MARKET LOCATION November 18, 2002 Town Hall Location: • About'h of the customers of the Market that were surveyed preferred this location. More space for the Market and parking/access were the main reasons. • About 1/3 of the vendors of the Market that were surveyed preferred this location. Easier access, more space and restroom facilities were main reasons. A number of businesses along E. Main St. prefer the Market here and benefit from it from increased foot traffic. The Market brings many more people to this portion of Downtown than would otherwise be here on a Sunday morning. • The Market has functioned well here for the past eight months. • The lawn of the Civic Center provides an area for people to sit and kids to play. • Some people believe that parking is easier at this location. ENVIRONMENTAL ASSESSMENT: Is not a project defined under CEQA, and no further action is required. FISCAL IMPACT: The Special Events permit requires that South Bay Farmers' Market pay for all costs associated with the Market. They are required to provide additional trash and recycling containers, dispose of trash generated from the Market, leave the area in a clean condition and pay for any required "No Parking" signs. Staff will be closely reviewing the Market operation to assure compliance with these conditions and billing the Market for any costs incurred. Attachments: Attachment 1: Letter Dated October 16, 2002 from South Bay Farmers' Markets Attachment 2: Special Event Permit for Farmers' Market Distribution: 1. Los Gatos Chamber of Commerce 2. South Bay Farmers' Markets, 21900 Summit Rd., Los Gatos, CA 95033 f South Bay Farmers' Markets October 16, 2002 Debra De Mattei Figone Town Manager Town of Los Gatos 110 E. Main Street Los Gatos, CA 95031 Dear Ms. De Mattei Figone: 21900 Summit Road Los Gatos, CA 95033 408.3 53.4293 /Fax: 408.3 53 2875 RECEIVED TO We are writing this letter on behalf of our organization, South Bay Farmers' Markets, the organizers and operators of the Los Gatos Farmers' Market. Our purpose for this letter is two -fold. First, we want to thank you and the Town for allowing us to relocate the market to the Civic Center parking lot while the Town Park Plaza was under construction. The move could have been troublesome; instead it worked out better than expected. Second, we want to state unequivocally that we are very excited to return to our original site of 10 years following the expiration of the 90 day contract with the construction company responsible for the renovation of the Town Park Plaza. The new Town Park Plaza looks fantastic and as always is a place for the community to come together while enjoying downtown Los Gatos. Over the years the Town Park Plaza and the farmers' market have been an integral part of the downtown and surrounding community. Together they help bring life to ' iwntown on a Sunday morning — every small town's dream! A good percentage of our attendees come from outlying communities. These folks are wailing and driving by the many retail opportunities in downtown Los Gatos. They may not buy that day but they might come back at a later date. Most of the coffee shops and restaurants benefit from the business of the market attendees. Both SuEllen and I have lived in Los Gatos for many years. This is our community too and we want to remain an integral part of its health and economic vitality. The Los Gatos Farmers' Market was organized with this mission: to enhance the sense of community, to bring more foot traffic to downtown on a Sunday morning, to educate the public about the importance of sustainable agriculture, and for Attachment 1 ACE tZ October 16, 2002 Page 2 everyone, farmers included, to have fun. We believe that we have done what we set out to do. Please realize however, that we are always working on doing it better. Again, please accept our heartfelt gratitude for relocating us so seamlessly and if you should have any concerns or questions about anything, please do not hesitate to contact us at 408353.4293. Respectfully, ���1'L4-C1 s 1� Melanie Defe & SuEllen Sterling Directors TOWN OF LOS GATOS SPECIAL EVENT PERMIT DATES OF EVENT: EVERY SUNDAY 3-31-02 THROUGH 3-31-03 TIMES OF EVENT: 7:00 A.M. - 1:30 P.M. (Until 3pm while at the Civic Center Lot) NATURE OF EVENT: FARMER'S MARKET LOCATION OF EVENT: MONTEBELLO WAY AND BROADWAY AVENUE BETWEEN WEST MAIN STREET AND SOUTH SANTA CRUZ AVENUE. DURING THE RE -CONSTRUCTION OF THE TOWN PLAZA THE MARKET WILL BE RE- LOCATED TO THE CIVIC CENTER PARKING LOT AT 110 EAST MAIN STREET. CONDITIONS OF APPROVAL: FOLLOWING ARE ATTACHED: A. ORIGINAL APPLICATION B. 501 (C) NON-PROFIT CERTIFICATION C. HOLD HARMLESS D. INSURANCE POLICY (1,000,000/2,000,000) E. ADMINISTRATIVE FEE ($50) ADDITIONAL SPECIAL EVENTS CONDITIONS MUST BE MET PRIOR TO APPROVAL OF THIS PERMIT: 1. Farmer's Market to comply with all state laws regarding Certified Farmers' Markets, as outlined in Ca. Code of Regulations Title 3, Division 3, Chapterl, Sub -chapter 4, Article 6.5, commencing with section 1392.2. 2. All participants are required to obtain a business license from the Town of Los Gatos. 3. The only products which may be sold at the Farmer's Market are those items as outlined in the California Code of regulations, as noted in condition #1. 4. Only growers or his or her designated representative will sell goods. 5. No retailers may participate. 6. One space per week to be allowed for a local non-profit entity. 'Attachment 2 FARMER'S MARKET PERMIT PAGE 2 OF 3 7 Vendors who sell any non-agricultural products must be in a separate area of the Market from that of the certified producers. Those vendors must obtain their own health permit. 8. Sponsors are to ensure that no waste water or other liquids may be deposited on the ground. Every effort shall be made to control odors associated with all products offered for sale. Special efforts shall be made to control odor of fish. Vendors of fish shall provide their own trash containers and remove the containers immediately after each market day. 9. Participants shall meet all standards as established by the County Health Department. 10. Sanitation facilities to be provided for vendors within 200 feet from the event as approved by the Health Department. 11. Sponsors to be responsible for cleanup of the entire event area to the satisfaction of the Director of Parks, Forestry, and Maintenance Services. Sponsors are to provide their own trash containers to be placed in easily accessible locations and provide off -site disposal. 12. Sponsor shall provide for recycling of aluminum, glass, and plastic to the satisfaction of the Parks, Forestry, and Maintenance Services. 13. Sponsor shall provide barricades and will be responsible for the closure and reopening of Montebello Way and Broadway Avenue before and after the event, and for coordinating with the Santa Clara County Valley Transportation Authority. (546-7607) 14. All Town incurred costs will be paid by the Los Gatos Association of Certified Producers, including costs of "No Parking" signs. Payment for signs to be coordinated with the Director of Parks, Forestry, and Maintenance Services. 15. The Verizon parking lot shall not be used by anyone associated with this event. 16. No conflicting dates for the use of Montebello Way are known to the Police Department as of the date of this permit application. The Farmer's Market will be notified of any date that may be in conflict, as soon as it is known to the Police Department. The Town reserves the right to schedule other non-profit events at the Town Plaza on the dates approved for the Farmer's Market, if determined to be in the best interest of the community. 17. No booths, tables, or chairs, or other equipment shall be allowed on the sidewalk or lawn area of the Plaza Park. FARMER'S MARKET PERMIT PAGE 3 OF 3 18. A 12 foot fire lane shall be maintained at all times on Montebello Way and Broadway Avenue. 19. No electrical hook-ups or portable generators shall be allowed without an appropriate Town permit. 20 No alcoholic beverages shall be sold or consumed. 21. No sound amplification shall be allowed. 22. At least one of the applicants must be in attendance at all times to serve as the Event Coordinator and to ensure that vendors comply with the conditions of this permit. APPROVED: ✓ DENIED: 00"i 14#------a LARK (J TODD CHIEF F POLICE ROUTING: TOWN CLERK BRIEFING COMMUNICATIONS V Regina Falkner - Farmer's Market Impacts Page 1 From: Regina Falkner To: David Gravel; John Curtis Date: 11/6/02 1:03PM Subject: Farmer's Market Impacts John and Dave: What are the financial impacts on the Town if we move the Farmer's Market back to the Town Plaza? What should be the conditions of the Special Event permit (in addition to reimbursing the Town for our costs?) Please respond by Monday. The steps to the process are: receive info report to Debra notify Farmer's Market folks of requirements and reach agreement bring report to Council 12/2 Thanks for your help. Feel free to call me about this. Also, I'm happy to schedule a meeting if we need one! --Regina CC: Angeline Gay; Marty Woodworth tit) (16. l� Regina Falkner - Re: Farmer's market Page 1 From: Marty Woodworth To: Curtis, John; Falkner, Regina; Figone, Debra; Seaman, Scott Date: 11/4/02 1:38PM Subject: Re: Farmer's market Deb, I'd say that Regina and I are the lead at this time. The operators of the market are concerned about having enough foot traffic for the market in the winter time, consequently, they were hoping to get it back downtown in Jan. If this doesn't happen, its probably not the end of the world, but probably the sooner the better in terms of when the Council can discuss this. Questions can be filtered through me - party line is that we are in the process of evaluating relocating market back downtown. marty Marty Woodworth Redevelopment Manager Town of Los Gatos 110 E. Main St. Los Gatos, CA 95031 (408) 354-6812 (408) 354-7593 fax e-mail: mwoodworth@town.los-gatos.ca.us »> Debra Figone 11/04/02 11:57AM »> I have at least one councilmember who is going to want a public discussion before a decison is made to move the Farmer's market Pls bear this in mind as we are fielding questions, talking about it We need to ensure a few things occur: No commitments are made to move it I need to get the Mayor (new Mayor) to agree to agendize- my goal would be to leave to December meeting under new Council -Perhaps January? My sense is that we don't need to rush it- thoughts? Any thoughts on timing? Who is the lead? who is talking to whom? Deb CC: Garcia, Patsy; Jacobs, Pamela; Lortz, Bud TOWN OF LOS GATOS SPECIAL EVENT PERMIT DATES OF EVENT: EVERY SUNDAY 3-31-02 THROUGH 3-31-03 TIMES OF EVENT: 7:00 A.M. - 1:30 P.M. (Until 3pm while at the Civic Center Lot) NATURE OF EVENT: FARMER'S MARKET LOCATION OF EVENT: MONTEBELLO WAY AND BROADWAY AVENUE BETWEEN WEST MAIN STREET AND SOUTH SANTA CRUZ AVENUE. DURING THE RE -CONSTRUCTION OF THE TOWN PLAZATHE MARKET WILL BE RE- LOCATED TO THE CIVIC CENTER PARKING LOT AT 110 EAST MAIN STREET. CONDITIONS OF APPROVAL: FOLLOWING ARE ATTACHED: A. ORIGINAL APPLICATION B. 501 (C) NON-PROFIT CERTIFICATION C. HOLD HARMLESS D. INSURANCE POLICY (1,000,000/2,000,000) E. ADMINISTRATIVE FEE ($50) ADDITIONAL SPECIAL EVENTS CONDITIONS MUST BE MET PRIOR TO APPROVAL OF THIS PERMIT: 1. Farmer's Market to comply with all state laws regarding Certified Farmers' Markets, as outlined in Ca. Code of Regulations Title 3, Division 3, Chapterl , Sub -chapter 4, Article 6.5, commencing with section 1392.2. 2. All participants are required to obtain a business license from the Town of Los Gatos. 3. The only products which may be sold at the Farmer's Market are those items as outlined in the California Code of regulations, as noted in condition #1. 4. Only growers or his or her designated representative will sell goods. 5. No retailers may participate. 6. One space per week to be allowed for a local non-profit entity. FARMER'S MARKET PERMIT PAGE 2 OF 3 7. Vendors who sell any non-agricultural products must be in a separate area of the Market from that of the certified producers. Those vendors must obtain their own health permit. 8. Sponsors are to ensure that no waste water or other liquids may be deposited on the ground. Every effort shall be made to control odors associated with all products offered for sale. Special efforts shall be made to control odor of fish. Vendors of fish shall provide their own trash containers and remove the containers immediately after each market day. 9. Participants shall meet all standards as established by the County Health Department. 10. Sanitation facilities to be provided for vendors within 200 feet from the event as approved by the Health Department. 11. Sponsors to be responsible for cleanup of the entire event area to the satisfaction of the Director of Parks, Forestry, and Maintenance Services. Sponsors are to provide their own trash containers to be placed in easily accessible locations and provide off -site disposal. 12. Sponsor shall provide for recycling of aluminum, glass, and plastic to the satisfaction of the Parks, Forestry, and Maintenance Services. 13. Sponsor shall provide barricades and will be responsible for the closure and reopening of Montebello Way and Broadway Avenue before and after the event, and for coordinating with the Santa Clara County Valley Transportation Authority. (546-7607) 14. All Town incurred costs will be paid by the Los Gatos Association of Certified Producers, including costs of "No Parking" signs. Payment for signs to be coordinated with the Director of Parks, Forestry, and Maintenance Services. 15. The Verizon parking lot shall not be used by anyone associated with this event. 16. No conflicting dates for the use of Montebello Way are known to the Police Department as of the date of this permit application. The Farmer's Market will be notified of any date that may be in conflict, as soon as it is known to the Police Department. The Town reserves the right to schedule other non-profit events at the Town Plaza on the dates approved for the Farmer's Market, if determined to be in the best interest of the community. 17. No booths, tables, or chairs, or other equipment shall be allowed on the sidewalk or lawn area of the Plaza Park. FARMER'S MARKET PERMIT PAGE 3 OF 3 18. A 12 foot fire lane shall be maintained at all times on Montebello Way and Broadway Avenue. 19. No electrical hook-ups or portable generators shall be allowed without an appropriate Town permit. 20 No alcoholic beverages shall be sold or consumed. 21. No sound amplification shall be allowed. 22. At least one of the applicants must be in attendance at all times to serve as the Event Coordinator and to ensure that vendors comply with the conditions of this permit. APPROVED: ✓ DENIED: LARR CHIE J f TODD F POLICE ROUTING: TOWN CLERK BRIEFING COMMUNICATIONS r Regina Falkner - farmersmarketmipoct20020.wpd Page 1 j Items of Interest Farmers' Market Location: The Los Gatos Farmers' Market was temporarily relocated from Town Plaza to the Civic Center earlier this year as a result of the reconstruction of the park. At this time the park construction is complete and the operators of the Farmers' Market have submitted the attached letter requesting that the Market be return to Town Plaza after the first of the year (90 day contractor maintenance period will be complete by then). Staff supports the relocation of the market back Downtown for the following reasons: • The operators of the market feel that Downtown is the best location • It has operated successfully at Town Plaza for the past 10 years • It has a greater positive impact on businesses in the Downtown area • In general, many Downtown merchants prefer it Downtown (see attached e-mail from Margaret Smith of Domus). • The Chamber of Commerce generally believes Downtown is a better location (restroom issues with surrounding businesses need to be worked -on) • It is one of the few markets that operates year-round, and the market depends on foot -traffic in the winter time generated by Downtown merchants (there is much less foot -traffic generated by businesses near the Civic Center) • The Police Department is comfortable with it being Downtown - does not cause any major problems Based on the above, it is recommended that the Farmers' Market return Downtown beginning in January, 2003. Should the Council feel that this item should be discussed in greater detail at a Council meeting, please notify me. Music in the Plaza Location: Music in the Plaza was also relocated to the Civic Center as a result of the reconstruction of Town Plaza. This event has worked extremely well at the Civic Center. The Arts Commission will evaluate the location for next year's series in January/February and will likely recommend that the event remain here. Given the time of the event, parking requirements, and the fact that the event does not go on year-round, the Civic Center seems to be a better location. The event has less spin-off benefits on surrounding businesses. This event serves more of a destination where people come, often bring their own food, and then return home afterwards. The several cafes near the Civic Center do receive additional business as a result of Music in the Plaza. 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