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Home My WebLink AboutAGENDA REPORT 2021 0602 CCSA REG ITEM 10FCITY OF MOORPARK,  CALIFORNIA City Council Meeting of June 2, 2021 ACTION APPROVED STAFF RECOMMENDATION. F.Consider Reduced Rental Fees for Ongoing Sunday Farmer’s Market at City Hall. Staff Recommendation: Approve modified rental fees for Enriched Farms Market rental as detailed in this report. (Staff: Michael Ramirez) Item: 10.F. MOORPARK CITY COUNCIL AGENDA REPORT TO: Honorable City Council FROM: Jeremy Laurentowski, Parks and Recreation Director BY: Michael Ramirez, Recreation Supervisor DATE: 06/02/2021 Regular Meeting SUBJECT: Consider Reduced Rental Fees for Ongoing Sunday Farmer’s Market at City Hall BACKGROUND AND SUMMARY In February of 2021, Enriched Farms dba Avanti Harvest Inc. (Enriched Farms), contacted the City regarding interest in establishing a Certified Farmer’s Market (Market) in Moorpark. The City has issued a Temporary Use Permit (TUP) for permission to operate the Market, and a Park Facility Reservation Permit has been issued for use of the Moorpark Community Center parking lots, to serve as the Market site. The standard rental fees for the lots requested is $340 per day. Enriched Farms has requested a waiver of these fees while establishing the market, and a reduction of fees thereafter. DISCUSSION City Council Resolution No. 2021-3998, Facility Rental Fees, allows for use of certain facilities at no cost for Moorpark based nonprofit organizations under the Group 1 category, with the exception of the City’s direct costs. The intent of the Group 1 category is to allow Moorpark nonprofits an opportunity to serve the Moorpark community when there is a direct benefit to the residents. The Resolution only allows for a three-day event and is not intended for ongoing use. Staff recognizes that a farmer’s market is a benefit to our community, and Enriched Farms has requested a fee reduction to help ensure its success. Granting reduced fees for ongoing rentals requires City Council approval. Enriched Farms has established a Moorpark-based 501(c) nonprofit organization, which qualifies for Group 1 rates under the Facility Rental Fees Resolution. Therefore, Enriched Farms is allowed free use of the lots when all of the following apply: Item: 10.F. 213 Honorable City Council 06/02/2021 Regular Meeting Page 2 • The rental is intended for, and open to, the general public. • No admission or entry fee is charged to attend the Rental. • The Rental spans no more than three (3) consecutive days and is held no more than once per year. • Rental attendance is less than 2,000 people. With market operations beginning on May 16, 2021, the Fee Resolution allows for Group 1 fees through May 29, 2021. Beginning June 6, 2021, the rental fees for the market will be $340 per rental date, as previously stated. Upon research of other local Certified Farmer’s Markets, and communication with the City of La Mirada and City of Cypress, where Enriched Farms operates similar markets, the following information was compiled by staff: City of La Mirada • The City of La Mirada works with Enriched Farms to offer a night market during their summer concerts in the park series. There is no charge to Enriched Farms to operate the market; however, La Mirada does retain an undisclosed percentage of sales. Staff at La Mirada stated that the market includes mostly food vendors and is not a typical farmer’s market. However, they enjoy working with Enriched Farms and plan to continue the relationship. City of Cypress • Enriched Farms also operates a certified farmer’s market in the City of Cypress; however, the market is located at a local church and not on city-owned property. The church does not charge Enriched Farms to use their lot; however, Enriched Farms is responsible for all costs related to providing and servicing a portable toilet and handwashing station, which the church allows Enriched Farms to keep onsite. Church staff stated that there have been no issues with the market and that attendance increased tremendously when COVID health and safety guidelines permitted outdoor shopping. City of Thousand Oaks – The Oaks Mall • To operate a farmer’s market at The Oaks Shopping Center (The Oaks), the City of Thousand Oaks charged the operator a “one-time” minor modification fee of $4,000, only to expire after six months of non-operation. In addition, The Oaks charges the operator $795 per month for use of their secondary parking lot from 12:00 p.m. to 5:00 p.m., each Thursday. This fee includes year-round allowance of an onsite storage container where the operator stores equipment and signage for the market. Access to restrooms is not provided; thus, the operator must pay additional fees to a third-party company for weekly delivery and pick-up of portable restrooms and handwashing stations. 214 Honorable City Council 06/02/2021 Regular Meeting Page 3 City of Simi Valley – Civic Center • To operate a farmer’s market at Simi Valley Civic Center Plaza, which is private property, the City of Simi Valley charges $295 to process a new TUP, and $100 to renew an existing TUP. Each TUP, including renewals, expire after six weeks. In addition to TUP fees, the City requires the operator to provide a $1,000 deposit. Staff was unable to confirm what amount, if any, the Civic Center charges the operator or whether access to restrooms is provided. City of Ventura - Downtown • To operate a farmer’s market in Downtown Ventura, the City of Ventura charges its operator $5,000 per year, or approximately $100 per week, paid in quarterly installments. In addition, the operator pays $350 per month to an adjacent building owner for access to restrooms, which the operator must clean and supply at an added expense. According to the operator, this market has been in operation for more than 30 years and was originally a City of Ventura endeavor. Of all the markets researched, the Downtown Ventura market provides the best fee reference for comparison, as it is the only other market held on city-owned property. However, the Downtown Ventura market, like all others, has several unique variables that prevent any direct comparisons. For example, the Downtown Ventura market has a much larger base for attendance, several parking constraints, and does not require staff to open additional facilities as is required in Moorpark for access to restrooms and a secured parking lot. Based on the above research and the City’s desire to support the Market, staff recommends that City Council approve a fee reduction for the daily parking lot rate (as established in the current Facility Rental Fees, Deposits, and Additional Charges Resolution) of 50% for Enriched Farms Farmer’s Market rental. Additionally, staff recommends waiving the $25 per vendor fee. This would bring rental fees from $340 (plus $25 per vendor) to $170 per rental date for use of two Moorpark Community Center lots and use of restroom facilities. This reduced rate is sufficient to cover any of the City’s direct costs. All other standard rental rules and fees will continue to apply to this rental. This period of fee reduction is to begin on June 6, 2021, and continue for three months, which is the maximum rental permit period allowed. After three months, the City Manager shall have the authority to extend, modify, or adjust rental fees for Enriched Farms Farmer’s Market rental based on increases in direct costs to the City or modifications to their operations. FISCAL IMPACT Rental fees at the proposed reduced rate will result in rental revenue of $8,840 per year. Without a fee reduction, rental revenue would be $17,680 plus vendor fees, per year. 215 Honorable City Council 06/02/2021 Regular Meeting Page 4 COUNCIL GOAL COMPLIANCE This action does not support a current strategic objective. STAFF RECOMMENDATION Approve modified rental fees for Enriched Farms Market rental as detailed in this report. 216