HomeMy WebLinkAboutAGENDA REPORT 1996 0508 CC SPC ITEM 04BCITY OF MOORPARK
CITY COUNCIL AGENDA REPORT
TO: The Honorable City Council
FROM: Donald P. Reynolds Jr., Administrative Services Manage`
DATE: April 24, 1996
SUBJECT: Consider Implementation Plan for the Farmers' Market
Overview
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Pursuant to Council direction, staff is returning to the Council to describe a proposed
implementation plan for a Farmers' Market. As directed, staff is proposing to plan for a
Market at the north Metro -Link Parking Lot on High Street, to be held on Saturdays
between the hours of 2:00 P.M. and 5:00 P.M.
C . 1• • •
On April 3, 1996, staff presented the results of research conducted with City businesses
and with local farmers' markets to identify the interest of having a market in Moorpark.
The survey results concluded that a majority of businesses would like to see the
development of a market in Moorpark. Although experienced market coordinators
questioned the location of High Street, staff's direction was to explore placing a market on
or near the downtown commercial area.
As presented in the survey results, not all business will benefit, if any. There is however,
an unquestionable benefit to the residents, which can vary depending upon the types of
activities that accompany the market event.
Market coordinators recoup their overhead costs by charging a percentage of each
farmer's gross sales for the day. The average compensation paid by farmers in most
cities ranges between 5 and 6 percent, but can be as high as 8 percent. It may be
possible to return a portion of this percentage to the City to expand or continue economic
development activities. Staff was directed to select a Market Coordinator at the April 3,
meeting, which once accomplished will assist the City in identifying details including
possible return contributions to the community.
At the April 3 meeting, a member of the Chamber of Commerce stated that the Chamber
may once again like to have a role in the Market, as they intended in 1993. The actual
role of the Chamber was not discussed during Council deliberations.
The Council requested as part of the proposed implementation plan, that staff clearly
identify the proposed working relationship between the City, Market coordinator and the
Chamber. Co- sponsorship by the City received some support, but the limits of this
sponsorship remained unanswered. It was also expressed that the limits of the City's
liability be defined, especially as it relates to the concept of co- sponsorship.
�.
The focus of the farmers' market is to provide a community activity each Saturday
afternoon, where High Street would offer in addition to commodities common to a farmers'
market, a variety of related products as well as entertainment. To prepare an
implementation plan, staff first completed the selection of a proposed coordinator,
evaluated liability concerns, and then developed the following outline based upon input
from the City Council, business surveys, the proposed coordinator and the Chamber of
Commerce.
Two possible market coordinators have been considered for Moorpark: the Ventura
County Certified Farmers' Market and the coordinator for the Ojai Farmers' Market.
Attachment "A" is a letter from the Ventura County Certified Farmers' Market expressing
that they are unable to take on additional obligations at this time. Attachment "B° are
letters of support from the city of Ojai, which support the continued interest of this
coordinator to work in Moorpark.
As confirmed by the City's insurance agent on Wednesday, April 12, the City's exposure
to liability is no different than it would be for other similar events held in the City (Country
Days, Car Show, etc.). The Southern California Joint Powers Insurance Authority
(SCJPIA) assured that the City that as long as a primary insurance policy carried by the
coordinator was held by a reputable company, naming the City as an additional insured,
and included at least a one million dollar personal liability clause, that the City would be
satisfactorily protected. The level of sponsorship by the City does not impact the level of
liability, according to the SCJPIA.
The Ojai Market Coordinator Cynthia Korman, has presented proof of insurance which
meets the SCJPIA's requirements. This policy is issued by the CalFarm Insurance
Company, and includes product liability coverage as well as per occurrence general
liability. Each farmers is required to carry their own workers' compensation and vehicle
coverage, and the Coordinator does not have any employees to be covered by her. The
Market will also have to name the Ventura County Transportation Commission as an
additional insured in order to use the Metro -Link lots.
MA
• ••� • �� •
Staff proposes that the City's role and cost be limited to staff time to coordinate the
initiation of the Market, and use of City cable government channel and informational
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signs. The City has invested approximately 40 hours of staff time (not including 25 hours
of volunteer effort), at an estimated cost of $60 per hour for a total of $2,400. An
additional 10 to 15 hours may be required to get the project started, plus some additional
time required during the first few weeks (as described in the "Implementation" portion of
this report).
The need to advertise the event is crucial to its success, and the Coordinator is asking for
support in advertising. The Coordinator feels that because of the location on High Street,
additional advertising will be needed to attract residents from the Campus Canyon area
and those living south of Los Angeles Avenue. Ads will also help to attract Simi Valley
residents, and persons from the unincorporated areas around the City. This request is
based on the Coordinator's experience in Ojai, where without a media promotion, the
Market took over year to become fully established.
If the City chooses to support a promotional contribution, the ads could be designed to
include all merchants located downtown, with reference to the Market. As proposed,
each month, a different downtown business would be featured along with the Market at no
cost. The support would be based upon a system of issuing reimbursements to the
Coordinator for actual expenses incurred, not to exceed $3,000. It is estimated that ads
will cost $250 per month, and extend into Simi Valley and the eastern Ventura County
area. Staff agrees that advertising is crucial to the event and important for attracting
residents to the downtown area, but the City already has a substantial investment. The
Chamber's ability to support this cost has not been addressed by the Executive Board.
The Market be the sole responsibility of the Coordinator as is the case in other cities.
The Chamber President feels that the Chamber could be active in coordinating special
attractions and outreach. As proposed, the Coordinator will be responsible for all
activities related to the maintenance of the Market's certified status, coordinating each
week's site arrangements for the farmers, clean -up, security and other operational
concerns. The draft permit requires allows for the automatic renewal of a six month
commitment at the North Metro -Link parking lot. The Chamber President proposes that
the Chamber and the Coordinator will work together and develop a plan for special
attractions and additional advertising.
The Chamber President's proposed role for the Chamber will be to coordinate special
attractions for the Market and assist with advertising, to attract local interest in the
Farmers' Market. Compensation for supplies, entertainment, and special promotions
would be derived from the a portion of the proceeds from the Market. The President
proposes that Chamber members and various community representatives form a
Chamber committee, and decide on different themes which may include local merchants,
artisans, Moorpark College students, and various non - profit interests from the community.
From this conceptual draft, a schedule of attractions will be developed with the goal to
have a different attraction each week or month as time and funding allow. To simplify the
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accounting for the Market, these monies would be shared on an informal basis as needed
by the Chamber. The City will receive annual or bi- annual reports describing how the
Market is benefiting the community. At this time, no contract is being proposed between
the Market and the Chamber, or the City and the Chamber. The Chamber President has
not formally presented this matter to the Chamber board.
. - I- : ON
Attachment "C" is a modified version of the temporary use permit conditions created for
this proposal in 1993. The permit can be issued in six month intervals, consistent with
similar events planned for the High Street area. Consistent with other permits, the City
can cancel the event if variations from the attached description occur and includes a 72
hour written notice provision for cancellation. The Market may be canceled for the
Country Days event, depending on the Chamber's needs. The Director of Community
Development has the authority to make minor adjustments to the permit in order to
address small concerns from businesses or the Market which may occur during the six
month period. Significant changes including the change of day or location require the
City Council's approval. All insurance and liability issues, and indemnification are
included in the conditions.
The implementation plan begins with the Coordinator and her need to obtain permits,
establish a fictitious business name, and add the City and others to the insurance
policies. City signs regulations and permits are addressed in the attached conditions. As
of April 3, 1996, the Coordinator had received commitments from 13 farmers. This whole
process will require approximately six weeks to complete.
At the same time that the Coordinator makes her necessary arrangements, the President
of the Chamber proposes that the Chamber begin to develop a special activity plan and
press releases. Many different concepts have already been suggested, including College
resources (such as drama, art and the Exotic Animal Training Compound), the local
theater groups, special foods and highlights of Moorpark merchants, club demonstrations,
classic cars, historical society and senior citizen presentations. In many markets across
the County, local interest groups use their non - profit status to qualify for a table at the
market for the distribution of flyers and information, and this too will be explored.
The City's role will be to coordinate Market activities for the first event and help to
establish a routine for each week. Concerns such as posting restricted parking in the
north Metro Link parking lot for the day of the event are addressed in the permit, but will
need to be coordinated to assure proper implementation. After the first event, staff will
follow -up as needed to mitigate any unforseen concerns that may have arisen. Staff will
also make available the park marquees based upon availability and the character
generator for publicizing the event. Announcements may also be considered for the
Recreation brochure and City -wide newsletter. Press releases will be issued by the
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Chamber, (as proposed by the President), and any coordination with the schools or local
merchants to attract people to the downtown area and opening day will be facilitated by
them.
There is no perceived need for the Moorpark Police to be involved at this time. There is
also no perceived need for special security to be provided by the Market coordinator for
the rail crossing or for other needs. The Permit conditions do allow the City to require
security if needed.
After the first four months, the Chamber, City and the Coordinator will meet to discuss the
event. A complete evaluation will be provided to the Council highlighting the notes of
interest. Proposed changes may result from this evaluation which would be taken to the
Council if determined to be significant, (such as any adverse impact on High Street
merchants, changing locations, funding or attendance problems).
The Chamber President is optimistic that a truly Moorpark community event can evolve
from the farmers' market concept. The President is ready to assist in the promotion of
the Market and maintaining the local flavor of the downtown area. The Ojai coordinator is
anxious to begin a market in the City, as she has continued to receive calls about a
market in Moorpark since the 1993 discussions. The City's continued involvement should
consist of monitoring of the Permit conditions. By sponsoring the event, the Market and
downtown businesses can benefit from City media resources.
9 fiffiff •. •
That the City Council:
1) Agree to co- sponsor a Farmers' Market by providing the North Metro Link
Parking Lot at no cost and assisting with in -kind advertising resources;
2) Direct staff to proceed with the implementation plan to establish a Farmers'
Market within the next six to eight weeks with a June 15 target date; and
3) Provide the Council with a status report after the first four months, or by the
October 2, 1996, Council meeting.
Attachments: A) Letter from the Ventura County Certified Farmers Market
B) Letters of Support for the Ojai Farmers' Market Coordinator
C) Draft Temporary Use Conditions
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• P.O. BOX 1959 • MOORPARK, CA 93020 • (805) 529 -6266
April 0, 1996
Mr. Don Reynolds, Administrative Services Manager
City of Moorpark
799 Moorpark Avenue
Moorpark, CA 93020
Re: Opening of Certified Farmers' Market
Dear Don,
The Board has reviewed your report considering a Certified Farmers' Market
for the City of Moorpark. Being a local association we appreciate your
communication on the City's interest in creating a successful farmers'
market here on the northeast side of the county.
After careful consideration and polling of our farmer's obligations, we feel
that our association is already committed to a full weekend program and
unable to add an additional weekly market at this time. Our greatest
concern would be in having sufficient farmer representation for a weekly
and year -round event on either a Saturday or Sunday. We currently would be
available for an event during the weekdays or on a special event basis on
weekends, if that is of any help to you.
We wish you success on this venture and will follow your progress through
the process. Please feel free to contact me if you have any additional
questions or if the City's needs change 1n the future.
Si erely,
Karen Wetzel Schott,
Operations Manager
February 27, 1996
Ojai Valley Chamber of Commerce
Moorpark City Council
Dear Council,
338 East Ojai Avenue / Post Office Box 1134
Ojai, CA 93024
805 -646 -8126 • FAX: 805- 646 -9762
Cynthia Dorman has done an excellent job of organizing and
managing the Ojai Certified Farmers Market. The market is
always open on time with helpful vendors selling delicious
products. It. has come to pass to be the place to be on
Sundays in the Ojai Valley.
Our Chamber of Commerce also operates the Visitors Center
which is open on Sundays. We have not received any
complaints concerning the Ojai Certified Farmers Market, in
fact, many people stop by to tell u5 they enjoyed shopping
there.
I recommend her highly as a manager for Moorpark's future
Farmers Market.
Sincerely,
Margare A Westrom
B-/
,1 T O s,
°�� CITY OF OJAI
401 SOUTH VENTURA STREET
P.O. BOX 1570 /OJAI, CALIF. 93024
v TELEPHONE (805) 646 -5581
F ° Q FAX (805) 646 -1980
26 February 1996
Cynthia Korman
802 Mercer Avenue
Ojai, California 93023
Dear Cynthia:
Please feel welcome to use myself and the City of Ojai as an enthusiastic reference with
respect to your work in managing our Farmer's Market.
You should be proud of your tenaciousness in building up our Sunday market. It certainly was
difficult, given the need to relocate on several occasions. The fact that you accomplished this
with a minimum of assistance from the City, and no financial assistance, is notable.
The market is now one of those traditions that help bind us together as a community. It also
seems to be a good way to attract residents and visitors to the downtown area.
Sincerely,
r
Andrew 8e11a"
ASB:ikh
. ... . ... ...
ADDRESS: 320 High Street, north Metro -Link Parking Lot
APPLICANT: Moorpark Certified Farmers' Market, (Cynthia Korman)
WNW
To provide a weekly activity for Moorpark residents in the form of
an out -door market. It is required that this will be a Certified
Farmers Market, consistent with the State laws governing such
events, but may include other activities, including entertainment
and attractions, as long as they do not compromise the State's
Certification. Attached are maps and diagrams describing the area.
II. Operations
A. City /Market Liaison
Cynthia Korman, representing the Moorpark Farmers' Market,
( "Manager ") will assume responsibility for establishing a Certified
Farmers Market in Moorpark once a week, for a minimum of six months
from the first day indicated above. In the event that the services
of the Manager are no longer available during this term, the City
reserves the right to cancel this permit.
B. Responsibility
1. The Manager will assume fiscal and regulatory
responsibility for all needed permits, fictitious
business name statement, business registration, health
permits and other applicable requirements required by
State, County and City to initiate the Farmers' Market.
At no time, shall the City be made responsible for these
costs, regardless of the success of the event, and at no
time shall the City share in any of the proceeds from the
event.
2. The Moorpark Certified Farmers' Market will accept
responsibility for, and if necessary reimburse the City
for, any expenses incurred as a direct result of holding
this event, (in addition to any initial fees, to include
but not limited subsequent permit modifications, trash
clean -up, police services, or repairing damage to City
facilities ). The applicant shall be billed for the staff
time expended to perform these duties.
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C. Permits
Obtain and pay for a City Temporary Use Permit;
D. Hours
The hours of operation (for setup, operation of the Market and
clean up) shall be every Saturday, between the hours of 2:00 p.m.
and 8:00 p.m.
E. Limitations
Any unauthorized deviation from the use and conditions contained in
this permit may cause immediate cancellation of this permit at
City's sole descretion and without compensation to Manager. The
Director of Community Development has the authority to approve
minor changes to the Permit conditions. Significant changes,
including but not limited to a change of day or location, will
require the City Council's approval.
F. Term
This Permit is valid for six months from the date of the first
event, and will expire on , 1996. Six month extensions
may be granted by the Director of Community Development with
payment of associated fees.
City may order cancellation of any event providing 72 hours written
notice to Manager.
III. Logistics
A. Location
This event shall be located at 320 High Street in the North Metro -
Link Parking Lot. Signs stating "No Parking Tow Away On Saturdays,
12:00 P.M. to 8:00 P.M." will be posted forty eight hours in
advance of each week's events to help keep the parking lot free
from public parking. Ingress and egress into the parking lot via
the driveway on High Street will be restricted to only
grower /vendor vehicles during the related times.
RMP- 09- 14- 93(1:44pm)A: \FARMER.CON 2
The location may be expanded during the term of the permit to
include the vacant lot west of 320 High Street for the purpose of
locating special attractions to the Market upon written approval of
the City Manager.
B. Parking- Vendors /Farmers
It is expected that most farmers will park adjacent to their sales
site. All others related to the Market shall park in the South
Metro -Link parking lot. This lot will not have signs posted
restricting public parking, and be used on a first -come first -serve
basis.
C. Customer Parking
Parking for customers shall occur on High Street and Magnolia
Streets, and at the South Metro -Link parking lot. The Manager will
promote parking in the South Metro -Link Parking Lot in order to
accommodate space for permanent businesses on High Street. No
customer parking is permitted in the North Metro -Link parking lot.
D. Site Enhancements
Temporary signs and /or decorations shall be removed at the end of
each business day. A permit must be obtained from the City for all
signs at no cost, but the design and content are subject to the
approval of the City. No straw, hay or other materials may be used
as decoration which cannot be secured to prevent being blown off -
site.
_Ijl., Health and Safety
A. Pedestrian Traffic /Fire Lanes
Stalls, booths, and other sales areas shall be organized for ease
of access and movement of pedestrian traffic through the area and
allow for Fire Safety vehicles as required by the County Fire
Protection District.
B. Sanitary
Restrooms and lavatory facilities shall be provided as required by
KMP- 09- 14- 93f1:44PM)A: \PARMER.CON 3
000445
the State of California. If approved in writing by a business
owner practicing within close proximity of the Market, this option
may be substituted to renting facilities.
C. Clean -up
Trash receptacles shall be provided as needed for the Market.
Regular clean -ups during the event are recommended based on the
need. After each event, the Manager will assure that 320 High
Street and surrounding area is free of debris and litter. The site
will be left in the same condition as it was prior to each event.
If conditions justify the need, the City may require that the lot
be swept after each event.
D. County Environmental Health Permits
The Manager shall obtain all permits related to County
Environmental Health regulations prior to the opening day, and
shall keep them valid for the duration of the Permit.
E. Security
At the City's discretion, security measures may be required.
V. Other
A. Insurance
Obtain appropriate insurance for the event naming the City and the
Ventura County Transportation Commission as additional insured,
consistent with those specifications presented in Exhibit "A ", and
provide to the City Clerk no less than 5 days prior to the event;
B. Indemnification
Sign the indemnification statement, (Exhibit "B ").
KMP- 09 -14 -93 (1:44pm)A: \FARMER.CON 4
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FENCE
EXHIBIT "All
INSURANCE REQUIREMENTS
The Moorpark Certified Farmers' Market agrees to obtain and keep in
full force and effect the following insurance coverage for the
period of the subject event. Further agreeing to provide the City
of Moorpark and its officers, employees, servants and agents with
a certificate of insurance verifying that the City of Moorpark has
been added to the policy as an additional named insured for the
coverage outlined below without deductible. The Certificate of
Insurance shall provide for a ten day notice from the insurance
carrier to the City of Moorpark in the event the insurance is to be
canceled.
Description of Coverage
General. Liability each occurrence
and general aggregate
Products and Completed
Operations
Personal Injury Aggregate
l mlP- 09- 19- 93(1:94pm)A: \FARMER.CON 5
$1,000,040
$1,000,000
$1,000,000
Cynthia Korman
Manager
EXHIBIT "B"
INDEMNIFICATION AGREEMENT
The Moorpark Certified Farmers' Market does hereby agree to
indemnify, defend and hold harmless the City of Moorpark and its
officers, employees, servants and agents, from any claim, demand,
damage, liability, loss, cost or expense, for any damage
whatsoever, including but not limited to, death or injury to any
person or injury to any property, proximately resulting from any
act or omission of the Moorpark Certified Farmers Market or any of
its officers, employees, servants, agents, or participants in the
proposed Farmers' Market scheduled for the six month period between
1996, and 1996, at 320 High Street and in
the general proximity thereof.
Cynthia Korman
Manager
KMP- 09- 14- 93(1:44pm)A: \FARMER.CON 6