HomeMy WebLinkAboutAGENDA REPORT 1996 0807 CC REG ITEM 10I.............
/o..t.
ITE
Eio..,.a.........s...r__��
CITY OF MOORPARK
CITY COUNCIL AGENDA REPORT
TO: The Honorable City Council
FROM: Donald P. Reynolds Jr., Administrative Services Manager
DATE: July 30, 1996
od
&ers' SUBJE CT: Consider a Status Report of the Moorpark Certified Far Market and
the Appropriation of the Balance of 1995/96 Appropriation For Use in
1996/97
Discussion
The Moorpark Certified Farmers' Market opened Saturday June 15, 1996, with 30
farmers. The City co- sponsored the Market and provided $1,500 as seed money for
advertising and promotion. As the Market moves into its fifth week, attendance has
decreased from 150 to 50 customers, and the turn -out of farmers is decreasing as a
result of the declining business.
On June 5, 1996, the City Council appropriated $1,500 for the start-up and advertising
of the Moorpark Farmers' Market. Between June 6 and June 30, 1996, the Market
spent $894.20 on two newspaper advertisements and an insert in a weekly
advertisement journal, signs and a banner. This leaves a balance of $605.80 of the
$1,500 appropriation. Between July 1, 1996 and July 24, 1996, the Market has spent
$155.25 on a third advertisement, and will be spending approximately $300 to replace
the handmade sign stolen Saturday, July 6. Adding the totals from June ($894.20) and
the estimated totals from July ($455.25), equals a total expense of $1,349.45 and a
balance of $150.55. The 1996/97 expenses are not provided for in the current budget.
Due to the decrease in attendance in the Market, the City Council's Economic
Development/Redevelopment Committee (Councilmembers Brown and Perez)
considered various options at their meeting of July 24, 1996. Possible reasons for the
decline have been speculated to include the location, the day and time, the time of
year, the presentation of the Market, lack of consistent advertising and promotion, lack
of entertainment and lack of accompanying supporting activities. The Market
Coordinator speculated that if the Market was not modified the farmers' will discontinue
their support and the Market would close.
The Committee received a verbal report regarding outreach efforts to date. The Market
Coordinator explained that adds in the newspaper had been published four times
during the five week period, inserts into local advertising was completed, flyers were
piss.
handed out for the opening of the market, the banner was helpful but per the City
ordinance had to removed after three weeks, and that press releases had been
provided by the Chamber to the local press. The City has provided support using the
park marques, the character generator, and will be publishing an announcement in the
fall recreation brochure /City newsletter to be delivered in late August. The City has also
provided over 1,000 flyers, and sent public service announcements for radio broadcast.
The Committee also attempted to identify why the attendance has decreased as much
as is it has. It is apparent that the interest from the community has declined, and to
some extent the outreach has also declined. It was speculated that the decline may be
the result of reduced outreach efforts during the past two weeks. The time of year was
also seen as less than ideal due to vacation schedules and climate. The Market
Coordinator expressed concern about being able to attract people to High Street.
The time and day of the event are tied to the availability of farmers, and the availability
of the Metro -Link parking lot. Because of the wide spread popularity of markets across
the County, the Coordinator's access to farmers with quality produce is limited. The
Metro -Link lot is only available on weekends. Monday evening was considered, but it
was concluded that the it is the poorest shopping day of the week, and that it would be
worse then Saturday.
Knowing the City desires to keep the Market on High Street, and based upon the
popularity of events in Carpenteria, Santa Barbara and Ventura, it was proposed by the
Market Coordinator that the Market be moved onto High Street. The Ventura Market
uses an information booth stationed at the road closure, and on July 25, included a jazz
band, classic cars and "Moon Bounce" for children. The Coordinator has noticed in
these other cities that when a Market is used to block the street, it becomes significantly
more noticeable. Accompanying this move could be food vendors and sidewalk sales.
Food vendors are permitted in Ventura if located in front of a food establishment, where
the health and safety codes could be maintained. The current location at the Metro -
Link lot does not provide these accommodations. This move would enhance the festive
atmosphere of the market if additional attractions are provided (as in the Ventura
example), and by being in the street make to increase visibility. Special attractions like
a "Moon Bounce" can cost $100 per day, and pony rides, music and other provisions
can cost between $200 and $500 per day. There has been live entertainment provided
during three of the past six weeks.
Staffs preliminary review of the concept of creating a festive atmosphere on High
Street every Saturday, has identified the following issues: 1) it will be reliant upon
Council action to move the event; 2) may not change the attendance; 3) it may require
business owner approval, and; 4) will require conditioning by the Moorpark Police
Department. Road closures would include the eastern side of the intersection of Bard
and High Street, and the east corner of Magnolia Street and High Street, and the
2
000267
southern half of Magnolia Street. A preliminary assessment by Captain Rouse
suggests that some form of volunteer security be provided at the road closures, and
that they be permitted to add deputies to the event if it is deemed to be necessary. City
would oversee the coordination of the first day by assuring proper safety measures
were in place and mitigating the concerns of those business open at that time. The
change would satisfy the farmers that improvements to the Market are supported by the
City, but the net result of being able to attract more customers by taking this action is
not predictable. Adding attractions will cost money and may cause the current
advertising budget to be diverted to this use.
Flyers are again being distributed to residences and businesses. Staff has assisted
with public service notices to local radio. The consideration to hire a company to
distribute flyers to each resident is also being evaluated, but has not been implemented
yet by the Market Coordinator. With only $150.55 remaining from the original $1,500,
these choices become significantly more difficult.
Summary
While presenting the Market survey results to the Council earlier this year, it was
speculated by experienced market coordinators, that using a Market as a main
attraction to a geographic area may be a mistake. It was recommended that a market
be used to enhance an area instead. Inspiring residents to shop on High Street is the
goal, and experience is proving that the Market will not accomplish this by itself.
Recommendation (ROLL CALL VOTE REQUIRED)
That the City Council appropriate $605.80 remaining from the FY 1995196 appropriation
of $1,500 from the undesignated balance of the General Fund Reserve to
100.500.0000.000.9199 for community promotion of the Farmers' Market which have
occurred since July 1, 1996, and use of the remaining $150.55 for hand delivered flyers
to residents, and consider changes to the Market as presented in this report.
3
tWZ68