The Farmers’ Market is held every Thursday (holidays and Car Week notwithstanding) from 10:00 a.m. to 2:00 p.m. on Mission Street between Ocean and Sixth Avenues, and Sixth Avenue between Mission and Junipero Streets. Good Roots, Inc. has been managing the market since early 2020 and has done an admirable job making improvements to the Farmers’ Market operation, ensuring that the Village has a vibrant market at which the community can gather each week.
In addition, the once monthly seasonal Third Thursdays evening events that feature Farmers' Market vendors, artist demonstrations, fun games and activities for children, and music sponsored by Sunset Center are well attended by all-ages of locals and visitors.
Proposed Saturday Market
Early this year, Good Roots proposed adding an additional market day on Saturdays, based on feedback from regular farmers market shoppers who would appreciate the additional day/option, community members unable to patronize the market on Thursdays, vendors, and conversations with business owners. This prompted a survey (Attachment 1) to better capture the anecdata that Good Roots management had been hearing and sharing with staff. The survey found overall market satisfaction, with the usual comments about parking challenges, and some great communications suggestions, and openness to the idea of an additional market day for those who work and could not attend the Thursday market.
In addition, Good Roots also reached out to adjacent businesses who submitted letters of support for a Saturday market in addition to the Thursday market (Attachments 2-8). Business owners pointed out the mutual benefit that a Saturday market would provide to both locals and the business owners by providing access to fresh local produce and also increasing foot traffic throughout the village. Those business owners who are also residents, shared that a Saturday market would increase accessibility to the market for those who work.
Good Roots is proposing a pilot program for a new Saturday market, in addition to the Thursday market. The Saturday market will differ from the Thursday market in the following ways:
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Focus on local produce only
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Earlier start time - 9:00 a.m. to 1:00 p.m.
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Seasonal March through October
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Smaller footprint - Mission Street between Ocean and Sixth Avenues to keep Sixth open to the buses and minimize congestion
If approved, Good Roots would explore implementing a shuttle for vendors on Saturdays and requiring vendor parking at Vista Lobos to try to mitigate parking impacts on Saturdays.
In California, there are 693 Certified Farmers’ Markets. As of April 1, 2024:
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Of those 179 (25%) are held on Saturdays.
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130 (18%) on Sundays and
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29 (3%) are held on both a weekday and Saturday or Sunday.
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103 (14%) are held on Thursdays.
Staff recommends approving the pilot program for a Saturday market July through October 2024. Good Roots has a proven track record of excellent programming and community building. Staff will provide a report out for discussion as part of the annual Farmers’ Market report out.