City of Lafayette Staff Report
To:
Mayor Tatzin and City Council Members
From:
Christine Sinnette, Senior Planner
Date Written:
July 21, 2009
Meeting Date:
July 27, 2009
Subject:
Consideration of request from Contra Costa Certified Farmers' Markets, Inc.
to use Lafayette Plaza for a farmers' market pilot program
On June 10, 2009, the City received a letter from the Contra Costa Certified Farmers' Markets,
Inc. (CCCFM) requesting the use of Lafayette Plaza for an evening farmer's market pilot
program to take place on Friday, August 21 and 28, and Thursday, September 3, 10, and 17 (see
Attachment 1.) The Council considered this request at their July 13 meeting and continued the
matter to the meeting of July 27 to allow CCCFM and the Environmental Task Force Local Food
subcommittee to provide additional information.
CCCFM provided staff with a packet of
information (see Attachment 3). Listed below are the items requested by the City Council with
references to page(s) in the attachments where the responses can be found.
Information Requested
Response
Background on site selection process.
Attachment 2, Page 3
Attachment 3, Pages
5, 9
Attachment 4, Page 14
Attachment 7, Page 24
Proposed location for vendor parking.
Attachment 3, Pages 6, 12, 13
What is meant by "local" vendor?
Attachment 3, Page
5
_______________________________________
Attachment 5, Page 21
Who will pay for costs associated with
Attachment 3, Pages 5, 6, 10, 11
barricade placement, portable toilets, etc.?
Attachment, Page
Effect on local businesses.
Attachment 2, Page 4
Attachment 3, Page 8
Attachment 4, Page 15
Attachment 6, Page 21
Impacts on existing parking.
Attachment 3, Page 6
How will the farmers' market pilot
Attachment 2, Page 4
program be evaluated?
Attachment 7, Page 29
7p'
Recommendation
Consider and direct staff.
Attachments
1.
Letter from Contra Costa Certified Farmers' Markets, Inc., dated June 8, 2009
2.
Summary of Events Leading to the Development of a Lafayette Farmers' Market
3.
Correspondence from CCCFM, dated July 27, 2009
4.
Market Location Plan and Site Layout (6 pages)
5.
Vendor Information
6.
Business Community Outreach
7.
Marketing Plan 2009-20 10
8.
Public Comment, July 13 through July 20, 2009
2
CCCFM,
NCO
RO. Box 23727,
PLEASANT HILL, CA
94523 - 0727
PH 925.431.8361
FAx 925.228.5080
WWW.CCCFM.ORG
FEIN 680063140
June 8, 2009
City of Lafayette
3675 Mt. Diablo Blvd., #210
Lafayette, CA 94523
Dear Mayor Tatzin and Members of the Council,
II
II :
jUN 1 0 2009
CTY OF LAFAYETTE
On behalf of the Contra Costa Certified Farmer's Market Advisory Board and farmers, we
would like to thank the members of the Lafayette community involved with the
Environmental Task Force Local Foods Group, Sustainable Lafayette and the Chamber of
Commerce for their support and trust in working with the CCCFM to make a Lafayette
Farmers' Market possible this 2009 season. We have met several times to listen and develop
a strategic plan to meet the goals, needs and concerns of the local community and
businesses.
The purpose of this letter is to request permission to pursue the idea and interest of bringing
an evening farmers' market pilot program, on a trial basis, to Lafayette Park for five (5)
weeks.
The 2009 season would begin at the end of the summer on 2 Fridays in August. The first
two days being on Friday, August 2l and 28th to partner with the final dates of "Rock the
Park" and move to Thursday eve, for the following three (3) weeks in September and close
for the season on September 1 7th
The Chamber of Commerce has graciously offered to help
promote the market, prior to the evening event.
Our plan and goal is to reopen the Lafayette Farmers' Market in the spring in May 2010 and
open for the full season on Thursday and continue to work with the community in bringing
the best plan to partner the events in the yeats ahead.
We truly feel that this weekly event will enrich the quality of life in the Lafayette community
in many ways, and we thank the members of the community and the council for their
consideration in allowing it to happen at this small, beautiful location in downtown
Lafayette.
We also want to explain why a local not for profit organization like CCCFM is the best
choice to operate the market.
MARTINEZ
ORINDA
0
PLEASANT HILL
0
WALNUT CREEK
ATTACHMENT I
CCCFM,
NCO
P.O. Box 23727,
PLEASANT HILL,
CA 94523 - 0727
PH 925.431.8361 FAX 925.228.5080
WWW.CCCFM.ORG
FEIN 680063140
Highlights from a very successful 27 years of serving local Contra Costa Communities:
The number of farmer participants in our organization has grown in 2009.
CCCFM currently operates 4 markets in the county, this allows for more focus to be
placed in participating in specific community activities and events
In 2008, CCCFM successfully relocated our downtown Walnut Creek Farmers'
Market and in 2009 our Pleasant Hill Farmers' Market's growth was tooled for the
city and community members' desires.
CCCFM developed attractive new markting and promotional materials that mention
all the cities that host our markets, including banners, a brochure, a c-newsletter,
postcards, and video.
The CCCFM organization participates in local events such as Sustainable Lafayette
and the Art & Wine Festival.
Two school gardens and a school cafeteria salad bar were started in Pleasant Hill in
2005, with financial support from CCCFM.
CCCFM formed a 501c3 non-profit organization called N.E.A.R. in 2005 in order
to raise funds to help us expand our educational outreach efforts
In 2009, CCCFM began the process of hiring talented, dynamic, employees that are
spear heading new ideas to expand our mission to "Buy Local and Harvest Young"
by teaching young people about making health choices.
We are committed to serving the community, and we look forward to working with you and
your staff members as we begin the process of organizing a new market for the City of
Lafayette.
We fully recognize the short time frame to get this farmers' market launched and time is of
the essence. We are requesting to be place on the agenda for the next City Council meeting
on June 22, 2009. We look forward to hearing from you.
Respectfully,
Jessie Neu
Executive Director
Contra Costa Certified Farmers' Markets Inc.
MARTINEZ
0
ORINDA
0
PLEASANT HILL
0
WALNUT CREEK
SUMMARY OF EVENTS LEADING TO THE DEVELOPMENT OF A
LAFYAYETTE FARMERS MARKET
In the recent past, there has been general consensus in Lafayette that having markets in
neighboring communities could satisfy our community members' access to a market if
they desired.
However, during the past two years, interest in having a local farmers'
market within the city has grown among Lafayette residents. Many say that they want
the market as much for a positive community experience as to get local produce. Others
say that they'd prefer not to have to drive out of the community to go to a market on the
weekends. Others say that they'd like a place to share their home grown products, such
as fruit, vegetables, eggs and honey.
Many are interested in learning where and how their
food is grown and transported.
This interest is consistent with the community's values. The general community of
Lafayette has a population that is concerned with living a healthy lifestyle and respect for
the environment.
The City of Lafayette, in 2006, passed an Environmental Strategy, with
goals: to ensure the environmental sustainability of the community, the City will establish
and work towards achieving goals in the following areas:
Resource conservation
Enviromnental effects on public health and welfare
Environmentally sensitive land use
Community education and civic involvement.
One of the goals is to "investigate and promote opportunities for Lafayette consumers to
purchase local and regional organic produce, such as a local farmers' market."
As a result of this growing interest in eating "local food" and having a community
farmers market, a group of 20 -30 Lafayette residents has been meeting regularly for the
past six months to discuss ways that we could bring a farmers' market to Lafayette
without hurting merchants.
This group would like to keep the market small and centrally
located.
They contacted different farmers market managers and were very impressed
with Contra Costa Certified Farmers Market (CCCFM) association, in large part because
they were willing to help create a market that met our local needs and parameters, and
because of their successes in other local communities. Jessie and Keith, the CCCFM
director
and WC manager, suggested having a seasonal Thursday evening market, from
May through October. Three sites were considered. (AHS was not considered due to the
number of evenings the parking lot is full.) The sites considered were the Bank of the
West parking lot, LaFiesta Square area, and the downtown Plaza Park. All agreed that
the Plaza Park was centrally located and impacted the fewest of buildings, required
minimal street closure had been successfully used for similar events, and thus was the
best site.
The group approached Jay Lifson at the Chamber of Commerce and the staff at the City
offices about planning a trial of five evening markets at the end of this summer. Jay
shared that there was a community band performance in the park the last three Fridays in
August.
The group agreed that it would be great to piggy-back with the band
performance the last two Fridays of August and then hold markets the first three
ATTACHMENT 2
Thursdays in August.
These five evenings (August 21, August 29, September 3,
September 10, September 17, each from 4 - 8) would be a trial.
The Environmental Task Force is interested in gathering data during this trial period to
help develop a successful market.
The data could be used in 2010, when the City decides
whether to sign a contract with CCCFM to manage a seasonal market from May to
October of that year. Data would include:
1) The number of attendees and their overall satisfaction,
2) How many market goers return on subsequent evenings of the trial or plan to
return.
3) How the market impacts community members' purchase of local, sustainably
grown food,
4)
Whether attending the market decreases travel time,
5)
What impact the market has on traffic and parking.
6) Whether, as a result of their experience, market goers receive information or an
enhanced understanding of where and how the food is grown
7)
What impact the market has on shopping at local businesses and storeowners'
satisfaction with the market
The group met with Dan and Connie of Diablo Foods and Jay and discussed some ways
that local merchants might be involved in the market. The group decided that all
Chamber members needed to be included in the discussion, and as a result, the meeting
June 22 at 6:00 at the city offices was planned. At that meeting storeowners concerns
will be addressed. On Monday, June 2l
the City first looked at the request to have a
trial market and decided to postpone decision until the July
City Council meeting.
The council requested a site plan of the market..
4
Farmer's Market
-
Lafayette City Council
Submit to Christine Sinnette
Speakers
• Leslie Westphal - Lafayette Resident, Mother of 4 children
o
Introduction
Why we want a Farmers' Market
Why we chose CCCFM (Contra Costa Certified Farmers' Market)
°
Diane McNally- Board of Directors CCCFM Volunteer, Martinez Resident
o
Presentation
5 points of Concern for City Council
o
costs
to be paid by City of Lafayette
• impact on
business community
o
local
-
definition regarding vendors
o
site
selection
process
o
parking
July 27,2009
1) A 30-page detailed Marketing and Business Plan was submitted to Christine Sinnette, uploaded to City
website including:
•
criteria for establishing a successful market in Lafayette
o
selection of CCCFM for Farmers' Market management for Lafayette
o
references from neighboring cities regarding successful Farmer's Markets operated by CCCFM
o
site selection candidates and review process for pilot location and relocation for permanent location
o
Attachments: website, postcards, brochure, posters, e-newsletter, event calendar, aerial maps of Plaza
Way with market footprint, layout of market, potential vendor list, door-to-door inquiries of local
businesses
2)
Expansion of 5 Points of Concern
Costs
to be paid by City of Lafayette
o
currently no fees due
o
going forward, any funds showing support would ensure a growing and thriving market
o
Impact
on business community (Attachment A)
o
Local =
definition regarding vendors
o
Less than apxl5omiradius
Average food in USA travels 1500 miles to your plate'
o
Using growing methods minimizing environmental impact
o
Sold by principal producers, ensuring a connection with shopper
o
Local Resident Gardeners are welcome to sell their product, but would need to meet same
certification Standards of CCC Dept of Agriculture
Not enough local resident gardeners and crop variation to sustain a farmer's market
o
Currently have 8 farmers within a 50 mi radius
o
Site selection
process
o
factors
o
13 sites reviewed (Attachment B)
o
Size
Centrality
o
Visibility
o
Environment - ensuring the market has an attractive location, interfaces well with the
neighborhood:
o
Encourages shopping, lingering, seating, safety
Transportation & Parking (vendors and shoppers)
ATTACHMFNT
a'
Water
a'
Restrooms
a'
Surface Cover
-
must meet Health Department requirements
•
Stall layout
•
Ownership> Cost & Insurability
a'
Zoning, Fire Regulations, Law Enforcement
Central Plaza Pilot Program Selection
o
small footprint
o
highly visible for pilot
o
under-utilized community gathering spot
o
Community event tie-in
Sweet Thursday program at new Public Library
Popular dining out night
Market Day selection
Review Farmer's market saturation in surrounding area
Pre-weekend (pick of produce)
Parking
I
Traffic
a'
Barricades
o
Purchase
Donation secured to cover cost of barricades. Estimated cost = $1000, Community
Secured Pledge$2000 (Attachments C, D)
o
Storage
2009 - CCCFM will provide storage
Continue to pursue other storage
Parking
o
Vendor - commitment from Methodist Church for 2009, and they will consider parking lot use for
next year if trial works out. (Attachment E)
farmer's loading needs should be given top priority consideration during site selection
process. A site with these considerations will make Lafayette a top priority for farmers
Placement of "No Farmers' Market Parking per Owner Request" signs where needed
(Open Sesame)
vendor traffic flow (Attachment F)
o
Shoppers
Review local businesses after hour lots
e.g. Corporate Terrace - status Beth Ferree
old library parking lot - status to be determined
Metered
-
East Mt Diablo
= revenue source for city
Oakhill Rd - East side
Brook Street, Moraga Blvd, North of St Marys Rd: high density for walkers
Street parking exposes shoppers to businesses
Develop community campaign to encourage folks to walk and bike
Veggie Valet available (on Golden Gate Way)
2
Number of booths
30 paying booths
o
20 agriculture on Plaza Way
o 10 non-agriculture (including prepared foods) on Golden Gate Way
4 -
6 free booths on Lawn
o
1
chamber will facilitate local merchants
o
non-profit booths
o
artist booth
o
Backyard Farmer's Booth
o
NEAR cooking demo booth
o
Music
Attachments
A - Financial Analysis of Impact of Farmers' Markets on Local Business Community
B - Site Selection Candidates and Review Conclusions
C -
Barricade Costs Estimate
D - Personal Pledge from Lafayette Resident for Barricades
E - Pledge for Vendor Parking
F
-
Vendor Traffic Flow
UC
Small Farm Center
www.sfc.ucdavis.edu;
Iowa State University- Leopold Center for Sustainable Agriculture
w&rw.
1eopod. iastate. ed
ulriubs/staff/fUeslfood
travelO72 I 03. pdf
3
7
Farmers' Markets, Inc.
C
0
0
b
ECOMOMIC ANALYSIS/SEASONAL MARKET
Estimated visits to
the
Farmers' Market (Seasonal)
-
845 Week'y
Annual seasonal visits estimated at: 25,350
25,350 visits/2 per group* =12,675 purchasing agents
12,675 X $40.00 * average spent each visit + $507,000
Spin
- off Rate
=
for every $1 spent at a Farmers' Market,
Up to $3 is spent at nearby businesses*
$507,000 in sales X $3 = $1,521,000 to the local economy
*Source: Costs & Benefits of California Farmers' Markets, California Department
of Food and Agriculture
8
±ots
Inc.
•
Veterans
Hall
o
Pro-
beautiful building, good visibility, parking, well known location, near
proposed community garden, parking lot use- farmers can keep vehicles with
them, bathrooms-facility, local foods community group likes location
o
Con-Outskirts of town, not a destination, cost to rent facility! parking lot use-
limits on day and time available, not centrally located
•
Stanley Middle School
o
Pro-
good visibility, plenty of parking, location, well known central location,
farmers can keep vehicles with them, bathroom facility, location
for Sustainable
Lafayette
green event
o
Con-
highly utilized facility, approval process, limits on day and time available
• Acalanes HS
o
Pro-good visibility, plenty of parking,
well known location, farmers can keep
vehicles with them, bathroom facility
o
Con-highly utilized facility, approval process, not centrally located, limits on day
and time available
•
Lutheran Church
o
Pro
- plenty of parking, farmers can keep vehicles with them, bathroom facility
o
Con-
difficult location, not good visibility, approval process, limits on day and time
available, only one road in
•
Christian Church
o
Pro-
Next to bike trail, nice location with trees, more farmers, farmers can keep
vehicles with them, bathroom facility
o
Con-
difficult location, not good visibility, approval process, limits on day and time
o
Hungry
Hunter
o
Pro-
High traveled street, empty corner building & parking lot
o
Con-
difficult location, not good visibility, approval process, future of property
o
Brown Ave.
o
Pro-
city street, drive through to N. side of freeway
o
Con-
difficult location for street closure, not good visibility, approval process,
impact businesses, problematic
o
Bart parking
lot
o
Pro- good visibility, well known central location, lots of parking,
o
Con-
approval process, limits on day and time available, hot in summer
• BankoftheWest
o
Pro--
good visibility, well known central location, closed weekends
o
Con-
approval process, limits on day and time available, ATM access
•
Lafayette
Circle
Fiesta
Square
o
Pro-
good visibility, well known central location,
o
Con--
difficult location -impact businesses, parking, problematic
•
Golden Gate Way
o
Pro--
good visibility, plenty of parking, location, well known central location
o
Con-
difficult location for street closure, business and Apt. access
•
Butler Conti
o
Pro- good visibility, well known central location, lots of parking
o
Con-,
empty building & parking lot-future Senior Housing site-Eden Care-plans
submitted to city already for future use
Bay Area Barricades
Price break down:
7 Type III barricades 78.70 each
5 Type II barricades("A" frame for signs) 27.50 each
15 Standard orange cones 9.85 each
Signs needed: signs will be mounted on the Type II
barricades
DO NOT ENTER (DOT APPROVED) X 2
30.00 each
NO RIGHT TURN (DOT APPROVED) X 1 35.00 each
ROAD CLOSED* (DOT APPROVED) X 5
5.50 each
*
=
cardboard, all other are steel
10
July 17,2009
Dear City Council Members,
As a member of the City's Local Foods Group, a sub-committee of the ENvironemntal
Task Force, I am aware that there is a concern about the cost of the bathers that would be
needed to control traffic at a pilot Farmers' Market in the Lafayette Plaza Park area.
There are a number of Lafayette Citizens who have volunteered to pay for the barriers,
and let CCCFM managers set them up as needed. As a result, the City would not be
responsible for any cost, nor their set-up.
Sincerely,
Janet Thomas
3206 Palomares Avenue
Lafayette
(925) 946-0563
thomas@silcon.com
July 19, 2009
Contra Costa Certified Farmer's Market
P.O.
Box 23727
Pleasant Hill, CA 94523-0727
Dear Friends,
I am pleased to confirm that our Board of Trustees has approved the use of the church's upper
parking lot for the pilot Lafayette Farmer's Market scheduled for Fridays, August 21 and 28 and
Thursdays, September 3, 10, and 17.
We understand that the farmers will be parking their
vehicles in our lot from approximately 2:30 - 9:00 p.m. Upon final approval by the City of
Lafayette, we will require the receipt of proof of insurance with Lafayette United Methodist
Church listed as additional insured, and the specification that in claims related to the use of the
premises that the User's insurance is primary.
Our church campus, including the parking lot, is heavily used by our community for various
youth organizations, choral groups, English as Second Language classes, Futures Explored, 12
step groups, Lafayette Seniors, in addition to our own preschool and church ministries. The
lower parking lot is leased to local business owners for use during the day Monday-Saturday,
8:00 a.m. to 6:00 p.m.
We recently agreed to share our facility with a new choral group on
Thursdays, 6:30-8:30 p.m., beginning September 17.
With the use of the facility, the use of the
parking lot is assumed. Thus, the timing of the pilot project happens to fit into vacant space in
our building use schedule.
We are pleased to make this offer to the Lafayette community. It is
consistent with the spirit in which we generously share our facility with the community.
We are willing to consider making the parking lot available in the future if the Farmer's Market
continues on Thursday next year. Given our new arrangement with the choral group on
Thursday evenings, Sept. 17 will help us determine whether we have sufficient parking for the
community group with which we have a previous commitment. The months of May, September,
and October may be challenging. The pilot project will enable us to evaluate our needs.
Sincerely,
Lori B. Sawdon, Pastor
12
'-'5-, a 'ja A
122.1174 14&spnO.OO368.,. 7/20/2009
13
Googie
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Text the word "GMAPS" to 466J
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1i'i,kC
Inc.
Lafayette Farmers Market Location Site Plan
CCCFM 2009
Lafayette Plaza Park Site Plan for a 5 week Lafayette Certified Farmers' Market
Contra Costa Certified Farmers' Market Inc. goal is to establish a long-term relationship
with the city, any owner/property manager and all merchants occupying the property on
which the farmers' market (FM) will be located.
Insurance
Jay- Marie Garcia Insurance
L# 0668893
(925).680.7405
1630 Contra Costa Blvd. #215
Policy# 01CG620153
Pleasant Hill, CA 94523
Safeco Ins. Co. AVII
Endurance Workers Comp.
The Location
Location, Location, Location. The prime location being considered is the street and
parking area on Plaza Way in central Lafayette. In our opinion, this is the best possible
location for the 5 week test market.
This is a beautiful location with good visibility on a highly traveled intersection. The
market would be kept very small due to the small foot print and size of the street.
There are space issues on site and this limits the number of participants.
There would need to be a small approx. 100' street closure on Golden Gate from
Moraga Rd. to the exit on Plaza Way for additional non-agriculture participants and
pedestrian safety.
Businesses and residents on Plaza Way and behind the building would have access to
the driveway and parking below.
The street closure on Plaza Way seems to be an easy procedure to protect the plaza
before the farm trucks arrive to off load their produce. The street is a one way in off
Moraga Road and allows for exit on Gate way to the right. Golden Gate Way would be
closed off Mt. Diablo Blvd. to the exit on Plaza Way and right to Golden Gate Way.
Closing Golden gate way would require notice signs on Mt. Diablo and type III (3)
barricades across the street on both sides of the street on Mt. Diablo and at the exit on
Plaza Way. The farm trucks would be parked off site from the street to maximize vending
booth use. This situation adds to the logistics in coordinating off load vehicles for the
participants selling on the plaza.
A management team would keep the process moving and coordinated for safety.
There is a need for a portable toilet and hand washing station on site for the participants.
CCCFM staff would make every effort to maintain a clean market space.
14
ATTACHMFNT4
The promotion of the market and relocation time table
1)
Promoting the opening location by word of mouth, newsletters, newspapers,
the internet, signs, banners, flyers and posters in neighboring store windows
will
make this 5 week effort a success.
2) Very careful consideration must be given to a re-location for the market in the
Spring so as not to damage participation and the customer base. Make this
the only move and permanent location for the market.
3) It is strongly recommend that a move take place upon opening rather than
mid-season. It gives you planning time to develop a sound plan to educate
the public and not leave anyone behind. A mid-season move can be done
with the proper components in place, however, if is not done with proper
planning it could disrupt participation and cause unneeded hardships on
grower/vendors and the flow of shoppers.
The property and surrounding businesses
1)
The location being considered is the street named Plaza way and the area
between Lafayette Park on city property.
2) Long-term use cannot be guaranteed unless a lease agreement and "good
faith" understandings can be achieved. An agreement is recommended for
clarity and trust.
3)
Support from the community and the city by establishing and maintaining
dynamic communication with the businesses, chamber, and FM is key to a
good working relationship. This is the opportunity to address all issues of
concern.
4) A Farmers' Market is an event that generates vehicle traffic and pedestrian
traffic.
Surrounding businesses will be impacted with regards to traffic and
parking. This is more of a positive than a negative since every time a
shopper walks by a door it is very likely that shoppers will patronize their
establishment. Convincing a shop owner of this is difficult and takes time.
5)
Holding monthly meetings with, City staff, affected businesses and the
Farmers' Market organizers in a time frame a head of a decision to make the
relocation a reality is very important to re-establish the farmers' market in a
new location. Meeting every six (6) months following the move to continue to
be in communication (with all the parties) to make corrections.
2
15
Traffic and Safety concerns
1)
Results of the site survey shows that one
(1)
driveway into the proposed
location from Moraga Road will have to be closed and will require two (2) type
Ill
closure barricades and six (6) traffic cones. The Lafayette Traffic Dept. will
have to be consulted as to whether we will require a *No Right Turn* sign
prior to the driveway.
2)
Four (4) type Ill barricades will be required to close off Golden Gate Way on
two (2) sides off Mt. Diablo Blvd. and at the exit to Plaza Way and the parking
lot.
The Lafayette Traffic Dept. will have to be consulted as to whether we will
require a *No Right Turn* sign on Mt. Diablo prior to Golden Gate Way.
3)
There are some concerns over pedestrian traffic crossing from the Gas
station and on both intersections on Moraga Road and Mt. Diablo Blvd. to the
FM location. In observing traffic on two consecutive afternoons, traffic moves
fast through this area.
4)
The Farmers' Market will most certainly draw a lot more traffic since it will be
visible from Mt Diablo Blvd. There will be traffic flow issues for the first
several weeks of the season and no doubt, there will be complaints from
citizens.
These will abate, as everyone gets accustomed to the new traffic
patterns.
During the adjustment phase, it is suggested that there is increased
police presence in the area as determined by Lafayette PD.
5) A meeting with a City Traffic Engineer will be required.
Storage of Barricades, Cones, and associated signage.
1)
Storage of FM street closure equipment is most efficient if it can be stored
near the market site. The best possible solution is to secure a small space
behind the theater where the barricades and cones can be placed. This
would be ideal. Transporting them to an off site storage site would be difficult.
2) City Public Works could drop barricades at a designated spot at FM location
on Thursday morning and pick up Monday morning, if a location for storage
cannot be secured. This is not the best solution as it involves additional work.
Parking and Police Services
1)
No parking signage to inform the public of the market location at this site
describing that there is no parking on Plaza Way between the hours of 2:30
pm - 9pm will be required. These signs must conform to California/Lafayette
Motor Vehicle codes to insure that tow aways, if required, are legal.
2)
Consult with Police Department regarding towing, if required- performed by:
Lafayette PD Police or *private Property* towing. Private property tows are
handled differently.
3) Directional market open signs and street closure signs
Offsite Vendor Parking
The biggest challenge is parking. We are seeking to secure a parking lot to be utilized to
park off-loaded vendor vehicles, since all of the trucks and vehicles will be off-loaded at
the site. Ideally, this parking lot would not be far from the market location.
16
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19
Potential Spaces
Plaza Way
20 Spaces
1. J&J
2. J&Mlbarra
3. Free Wheelin' Farm
4. Ledesma
5. Lone Oak
6.
Hamada
7.
Kashiwashe
8.
Mediria- Strawberries
9.
Rainbow Orchards
1O.Simmoni & Missoni-Corn
Street Golden Gate Way
10 spaces
Kettle Kom
Bo'sBBQ
East West
Sukhi-O
Tamales Alistar
"Flowers" shops
Cottage Kitchen
Bakery- sweets
11 .Ledesma
12. Caledmon
13 .Mckeown
14.Steves Bees
1 5.Hamada
16. Swank
17.D.R. Sanbom
18 .Trachella Farms
19.Mee Vang
20.Smith Farms
Lawn Area- Music & Community Booths- to be determined
Lafayette Farmers' Market
Location:
Lafayette Plaza Park
Trial:
Fridays August 21, 28
and
Thursdays September 3,
10. 17, from 4-8
pm
Approximately
28 booths
CCCFM vendor booths -12 vegetables
I
mixed5 8 fruit
I
mixed
non-CCCFM vendor booths
I
Lafayette
floral
- (Sean and other vendors in rotation)
I
Chamber of Commerce booth to advertise events
I
local merchants
I non-profit booth
-
miscellaneous information - rotate staffing (e.g. Sustainable
Lafayette / Healthcare for All! Creeks Committee / Senior Services /
Lafayette Garden Club / Library! Rotary Club -All invited)
/
I Lafayette Artists booth by rotation
I
sign-up (need coordinator)
2 Lafayette
local produce
booth
2 local food or
drink -local restaurants invited to participate
Action Items:
Musicians - Find groups interest in performing Thursdays during 9/2009 acoustic eg
AthayedellAcalanes chorale
Draft protocols for non-profit, artist, local produce booth management - who will staff booths?
Draft information about certification
Draft survey - who will make, give and analyze survey? What is process for making modifications
based on feedback?
After final trial market, draft final report for City - Janet/Steve/Carol! Keith/Jesse
Signage and publicity- CCCFM and to promote local stores (Ask City about Mt. D.corner sign)
Distribute agricultural information form to vendors (how grown and transported and vhere)
Assign parking monitor for front of Open Sesame, etc.
crc tc
f
Mthcc
chcch
1In9 i
(Kth?)
ATTtf'.HMFMT
Frnr
JrO.
Notes from Lafayette canvassing 6/26/09
Door to Door Visits to Businesses
Question: Opinion of a
5
Week Farmers Market in Lafayette Plaza
o
Sprint -Richard Yom,
owner]
Yes 1 month open to 6pm.
•
Squiniels (plaza) closes at 2pm, owner not available -no opinion
o
Clean Cleaner close 6:30 - customers pick up/after
5
some impact! OK- Yes
Vino - Negative - not listening, doesn't understand.- NO
o
Union Gas / Viadistof- requested portable toilet mo bathroom
@
concert
- Yes
• Aman's Choice Barbershop
-
Ziko - always happy
- Yes start now!
•
Chuck Stuart - Steward Company 925-284-1115- empty building-N/A
Assistance League Diablo Valley - 925-284-4781- closes
o
Apts
3523
Plaza Way-contact
•
Theater empty building
ATTAr'tJRArKrr g
22
ATTAC'LflAiNrr
7
! iET
Lafayette Farmers Market Prellmnary Pan - CCCFM 2009
The establishment of a successful Lafayette market is extremely important to CCCFM. The first
order of business is to form a cooperative partnership with the community, the city and the
merchants. This will facilitate problem solving and address concerns quickly to insure an open
dialog of communication. This wiH offer a workable transition for optimal success. CCCFM brings
the experience necessary to place the farmers' market at a prime location with high visibility that
will bring interest, excitement, and good community attendance.
A Lafayette Farmers' Market Committee
with key people that would need to be part of the
discussion. This includes the City of Lafayette, staff - planners, traffic and police services, and
merchants and businesses that will be impacted by this new market. They must be included in the
conversation from the beginning through a city liaison.
Time line for Marketing
Establish the target opening date and develop a marketing plan
Keep the lines of communication open
Meet regularly with the Committee -confirmation through the city liaison.
Create a list of criteria and concerns and get it to the committee before meeting so that they can
be addressed before hand with solutions
Keep the "needs" message for all concerned and be sure and have it all down on paper.
City ownership of the farmers' market is key. The information "message" should be delivered city
wide- through the city website and city news letter about the farmers' market and the new location
with contact information. This is an inexpensive way to reach the shoppers and citizens. Help is
important from the city for the "saturation campaign" to promote the relocation and get the word
out.
Meeting continually for updates on how things are going is very important.
Site Analysis
Physical site assessment-space / maps
ID expansion sites for growth
Alternative sites
Merchant awareness
Exclusives-the policies-impact vendor recruitment and participation
One Permanent Location
Get it right the first time. It is imperative that the market is established in a permanent location.
The merchants in the nearby shopping center must understand the impact of the market and the
desire of the community to bring a farmers' market to the city. It is very important to explore, ask,
and solved all issues and concerns to make it easier to open the market. Insure there will be no
plans to move this market in the future.
23
pg.2
Storage needs
- include sandwich board signs, type 3 barricades/barriers, cones etc.
The closer to the market site the better.
Restroom
facilities for farmers and vendors within a 200' distance as per the Contra Costa
Public Health Department regulations regarding farmers' markets.
Garbage
and recycling service is recommended
Traffic and Safety
Meeting with traffic planners to discuss traffic flow and address needs to protect the public with
barricades supplied by the City to close off the space/street/ entries in question.
In the traffic plan, the PD may be involved for car removal in the afternoons or No parking signs
on Thurs. due to Farmers' Market.
Permanent Farmers' market signs
Signage support is critical.
Installing permanent signs at the market site informs the public about the uses of the parking lot
and gives details about the Lafayette Farmers' Market. This type of sign helps in several ways. It
promotes the market to people who park in the lot when the market is not in operation and gives
important information about the season of operation, day and hours for the market. The signs
also serve to protect the lot and to limit cars being towed on Thurs. Eve.
Farmers'
Market
Location Criteria:
1.
Outreach- for working relationship with business neighbors
2. Proximity to restrooms
3. Traffic control
4.
Garbage and recycling services
5. Equipment storage
6. Parking availability, disabled access
7. Traffic impact
8. Market visibility
9.
Room for expansion
10. Long Term relocation
Ii.
Publicity & promotion for relocation-banners, signs, print materials
12. Time Line-Target date for relocation
13. License, encroachment permits and agreements
14. Policies and restrictions on what can be sold
Neighboring
Businesses
1.
Proximity to loading zones for deliveries
2.
Impact on available customer parking
3.
Customer access to business
4.
Competition with the Market (loss of business to the Market)
5.
Market patrons using businesses' restroom facilities
6.
Liability concerns
7.
Litter and garbage pick-up and street cleaning
Lafayette Farmers Market Prefiminary Plan- CCCFM 2009
24
Marketing Plan
-
Lafayette Farmers' Market (CCCFM)
2009
We look forward to growing the Lafayette Farmers' Market into a shoppers' downtown destination. By
providing nutritious, healthy food produced by local farmers, showcasing community, health and service
organizations, and topped with entertainment, we have an enticing forum for shoppers! We are excited
by the opportunities available to us for 2009 and we look forward to working with city officials of
Lafayette.
Goals
e
To become a destination for residents and visitors (customers) to Lafayette
o
To provide customers with fresh, high quality produce; interesting mix of non-agriculture
products, entertainment and community socializing opportunity
•
To provide education regarding food preparation and good nutrition
o
To establish a connection between customers and producers
o
To provide an exposure opportunity for community resources
Objectives
•
To increase our community's awareness of the farmers' market through public relations and
outreach activities
• To increase frequency of customer attendance
o
To broaden vendor mix enabling ample shopping opportunities, both for product variety, quality
and price
•
The CCCFM marketing campaign would dovetail into 'Try Lafayette First!' campaign
• Short term
o
Selecting a well-researched, permanent location is of utmost importance. One that
works for not only the Farmers' Market and customers, but for local merchants as well.
Mutually beneficial exposure serves everyone.
o
Developing an effective, 2-way communication process with city officials to facilitate in
achieving mutually outlined goals
o
Develop an evening market to operate for a 5-week period in 2009, to coincide with the
music series
•
Friday markets
=
2
o
Thursday markets
=
3
o
Establish Lafayette Park as the permanent location for 2010 market
Strategies
Components of Market
To fill allocated area with stalls, providing ample shopping, educational and entertaining opportunities.
Components of market would be increased if physical location changes
I
expands.
•
Potential Expansion
o
Certified Agriculture Farmers stalls
o
Non-Certified producer stalls
o Information booth - Includes opportunities to exchange and display business
promotional materials on market day and the market information at the business
o
Community/Non-profit outreach booth (no charge)
o
Entertainer booth
o
Cooking demonstrations
o
Disabled parking
o
Bike racks
o
Veggie Valet - curbside pick-up for purchases
o
Garbage/Recycle service
o
Sandwich boards
o
Pole Banners
o
Portable toilet & hand washing facilities
25
Marketing Plan
-
Lafayette Farmers' Market (CCCFM)
2009
Vendors
In growing a market for Lafayette, we are excited about our lineup for 2009 and 2010. We anticipate
having 25-30 vendors, with a good mix of products ranging from fruits, vegetables, honey, plants, eggs,
and various ethnic foods. This vendor list would develop with sensitivity to exisiting, local markets. The
vendor list for Lafayette would be promoted on our website (www.cccfm.org), and kept current.
Our current and expanding customer base
As part of a burgeoning metropolitan area, our customer base not only includes residents and visitors to
Lafayette, but also the surrounding cities of Walnut Creek, Pleasant Hill, Orinda, and Moraga. Due to
the many shopping and dining opportunities in the Lafayette area, we could draw from further
surrounding areas as well.
Additionally, with an evening market, we can draw from the other
neighboring areas that may have a market on a different day/time of the week. By having one of the
few evening farmer's markets, Lafayette would be offering something that surrounding communities do
not have. This will provide an expanded shopping opportunity for local merchants as well.
As Farmer's Markets gain in popularity due to the increased awareness and media attention towards
healthy lifestyles, specifically from the healthcare field, our markets are experiencing growth within all
age, socio-economic, and ethnic groups.
Working in tandem with other community organizations
addressing good health and nutrition issues, we could take advantage of cross-marketing opportunities.
What's Special About CCCFM?
Community Outreach
•
As a 501 (c)(4) charitable non-profit, our mandate is to promote community welfare. In short,
connect with your community.
Not all non-profits are the same.
Our number one objective is to
bring healthful shopping opportunities to the community of Lafayette, while providing a direct link
to local food production.
We combine that with entertainment, educational and civic resources.
Some examples of our community outreach are:
o
CCCFM has supported the local annual Sustainable Lafayette event for the last couple
of years
o
CCCFM has participated in the Acalanes HS Earthday Green Event
o
Attended 2 evenings for the movie release of "Food Inc." at the Pleasant Hill Cine art 5
through the request of the
Vendor and Customer Relations
o
Our business model is a win-win proposition for both customers and farmers alike. CCCFM
offers a healthy level of competition for customers to shop from, while providing farmers an
opportunity to sell all their product and at a fair price.
Staff
•
CCCFM has a dedicated staff, evidenced by very low-turnover rates. Working together with
cities in often challenging situations, we operate fully functioning markets, well attended by
customers and vendors alike.
Volunteers
o
We draw talented volunteers from within the community to sit on our Board of Directors and fill
supporting roles in fulfilling the goals of CCCFM. They provide a wealth of information and
skills, further promoting the sense of community within our organization. We already have 2
Lafayette residents on our Board of Directors.
26
Tactics
Word of mouth is the most effective delivery method of getting the message out about the Farmers'
Market. When you hear something from somebody you know and trust, the message comes with built-
in credibility.
Following in order, media coverage as news, web presence, and lastly, well-chosen print
pieces.
1
Reaching out into the community via various marketing campaigns, CCCFM prides itself on being the
first Farmers Market organization in Contra Costa to utilize the cutting edge technology offered by the
Internet to its' fullest advantage. Our website, rich in detail and images, is deep in content, providing
the community with a current source of information.
As more people turn to the web as their source for always-available information, marketing efforts move
away from focusing on print. We have embraced the new media form of communication in the web and
see the value of providing current, immediate, always available information to the community of not only
Lafayette residents, but its' surrounding communities and visitors.
o
Word of Mouth
o
The most effective promotion is word of mouth. Satisfied customers continue to give
and give, telling their friends, who turn around and tell their friends. The network
continues to grow, long after the customer
I
vendor exchange.
o
Networking
o Initiate networking opportunities with potential customers, businesses, government
officials and community leaders
o Increase presence at community events, such as:
Lafayette Art & Wine Festival
Sustainable Lafayette
Acalanes Earthday -
Green Fair
o
News & Editorial Features
o
To obtain news and editorial coverage. "Editorial coverage is far more credible than
advertisements or paid publicity, it will have a greater impact"
2
o
Internet
Website - (www.cccfm.orci) averaging
65,792
visits
monthly in 2008, with a monthly high
in summer of
92,724,
our professionally designed website is a major component of our
foundation.
Recognizing that with our site, our most current information is available
immediately,
24/7, around the San Francisco East Bay Area (the world even!) Shoppers
and visitors will find our site brimming with valuable information, continually updated, on a
visually rich and deep site.
o
Website contains:
Individual market information
o
locations, season schedule, hours, vendors, music calendar, photo
albums
Crop seasons and availability
°
Recipe Archives (downloadable)
Transportation information
Farmers' Markets: Marketing and Business Guide - ATTRA:National Sustainable Agriculture Info Svc, 2008
Starting and Building a Nonprofit - Nob Press, 2007
27
Maps
Services available
Recommended materials for reading
Participant information (member, non-member, non-profits, community
resources, business sponsorship, and musicians)
Rapid response to email inquiries
e-newsletter - CCCFM newsletter, The Lettuce Leaf, automatically delivered via email. This
gives us direct access to our customer base notifying them of up and coming events, crops
and recipes. Professionally designed, it is well organized with valuable information.
E-blast - investigating possibility of coordinating efforts with local schools to issue
promotional material via school e-newsletters
Cross marketinci - we continue to seek opportunities to have reciprocating relationships with
business, city and community outreach websites, by seeking cross-linking of web
addresses.
o
e.g. musicians who are scheduled to appear at a CCCFM market promote their dates
on their website, linking to our website
Local Media
o Issue well-timed press releases to local media sources, informing about crop arrivals,
upcoming events, and educational resource availability at markets.
Print
Contra Costa Times (Lamorinda Sun), Lamorinda weekly, Pleasant Hill Community Focus,
Walnut Creek magazine
o Ads
o
Press releases
o
Edible East Bay (Periodical promoting local foods, seasonality and gourmet foods)
o
Ad - published quarterly
• Buy Fresh, Buy Local (Periodical promoting local foods)
o
Ad - published annually
•
Lafayette City Newsletter - Lafayette Vistas
• Lafayette Chamber of Commerce promotion insert
Eco Metro Guide East Bay for 2010
•
Brochure - Tn-fold color brochure made available for 2010 to include Lafayette
o Listing CCCFM markets and their seasons, hours, and location, market hotline and
web address
o
Made available in Central Contra Costa at various merchants, public places, e.g.
special events, community colleges, YMCA, health clubs & fairs, Earth Day, libraries,
senior center, blood bank, and other businesses/public places allowing public service
brochure placement
o
Raffle Postcard - Double-sided, color card promoting monthly raffle
o
Listing individual CCCFM market, seasonal dates, hours and location, market hotline
and web address
o
Made available in Central Contra Costa at various merchants, public places, e.g.
special events, community colleges, YMCA, libraries, health fairs, Earth Day, blood
banks, and other businesses/public places allowing public service brochure
placement
•
Postcard graphics included in City Newsletter - For 2010
o
Lafayette Market Poster for storefront window display
o
Gift card available at market and website
• Promotional materials for school packets (public and private), coordinating with City issued
materials relating to health issues, e.g. obesity
o
Upon approval, 2 dispersals could be possible: end and beginning of school year
o
Placement of color banners on event poles on well-traveled city streets for maximum
visibility
28
•
Sandwich Boards - 6-10 boards, strategically placed for maximum visibility
• Street closures would require city assistance for barricades and cones, storage
•
Placement of color banners on event poles on well-traveled city streets for maximum
visibility
o
permanent signage on parking meters
Market Hotline
o
925/431/8361
Providing direct form of communication to customers not utilizing the web as tool of choice
On Site Activities by developing a Lafayette Farmers' Market Schedule of Events and Activities
2009
In development with local health providers
o Nutrition workshop
o
Disease prevention workshop
o
Health screenings
• In development
o
Expansion of recycling program
o
Cookbook author sign ings
Increase level of customer loyalty
• Monthly raffle of gift basket containing produce and artisan items
•
Friends of the Market-volunteers
Increased Access for 2010
• Acceptance of EBT cards (pending State implementation of new administrator)
• Acceptance of WIC checks
Evaluations for 2010
•
We will provide evaluation opportunities to our customers and vendors, where valuable data
will be collected
o
How they like our products and services
o
What would like to have added to our markets
o
What are their shopping habits
o
What are their shopping preferences
o
What town do they live in
o
Driving distance, parking
o
Vendor price, quality, selection comparison to supermarkets
Data will be collected in various formats, utilizing verbal, written, and the web for 2010.
o
Survey
o
Pedestrian count
o Questionnaire
o Interviews
o
Mystery shoppers
Continue to evaluate our industry, providing customer's with current information
Marketing Budget
As a not-for-profit organization, we face different challenges than for-profit companies do in developing
our marketing and communication strategies. CCCFM manages its' budget in a fiscally responsible
maimer, resulting in a debt-free organization.
Historically, we use approximately
25%
of budget
towards marketing efforts and anticipate continuing this trend. Due to the short ramp-up time, a possible
negotiation of sponsorship or in kind services would be considered.
29
Longevity
CCCFM has served the Contra Costa community since 1982, and has managed each of our 4 different
locations over the years. We look forward to the new and exciting possibilities before us for 2009/2010.
We would like to be part of the team in researching and establishing a permanent location for a
Farmer's Market with in Lafayette.
CCCFM has a successful record, in developing our markets.
We aspire to build strong, indelible ties
within the community, working with city officials to achieve a mutually desired successful market.
Conclusion
CCCFM is a boutique organization, focusing our full, individual attention on a limited number of
markets.
We avoid amassing a large stable of markets, thus spreading ourselves thin. We prefer to
put our full palette of resources into action by directly managing each market.
We don't want you to get
lost in the crowd!
Attachments
• Color copy of CCCFM website, home page! future- develop a Lafayette home page
•
Color copy of e-newsletter
• Color brochure
•
Color postcards
o
Color promotional flyer
• Lafayette Farmers' Market Events and Activities Calendar 2010
•
Summary of Events Leading to the Development of a Farmers' Market
•
Lafayette Community Food Group Action "Preliminary Plan"
30
From:
Jay Lifson [mailto :jay@lafayettechamber.org]
Sent:
Monday, July 13, 2009 3:46 PM
To:
Robbins, Joanne; Robbins, Joanne; Falk, Steven
Cc:
'thomas'; jmmorales@bayareanewsgroup.com; 'Tony Eichers'; ed@cccfm.org
Subject: FW: Farmers Market Survey .pdf
Dear City Council,
As I had promised I am sending to you the completed survey that was sent to 761 email
addresses. The list was made up of all our members (in and out of Lafayette) that get our weekly
Email Newsletter on line, the businesses that are signed up for Try Lafayette First and the
property owners that gave us their address after our DSP information meeting.
35 em ails bounced back undeliverable or 4.6%
305 recipients opened the survey. 42%
179 looked at the survey.
131 people took the survey, which represents 17.2%
Of the 131 - 81% are in favor of a Lafayette Farmer's Market.
I
will bring the survey and do a short presentation during public comment tonight. I will also bring
a letter says the Lafayette Chamber supports the 5 dates in 2009 to study the impact the
Farmer's Market would have on the business community. The Chamber will also ask that local
businesses who are already paying rent in town that have similar products being sold at the
market, be allowed to have free space at the market. The chamber also asks that the city council
not make any decisions about 2010 without first evaluating the pilot program. Jay
Jay Lifson
CEO
Lafayette Chamber of Commerce
iavlafayettechambe.orq
(925) 284-7404
From:
Linda Carison [mailto: linda@lafayettechamber.org]
Sent:
Monday, July 13, 2009 11:25 AM
To:
'Jay Lifson'
Subject:
Farmers Market Survey .pdf
Jay:
Attached is the Farmer's Market Survey in .pdf. Pages 11-20 on the Farmers Market Survey -
comments are blank. So don't print them out.
31
ATTACHMENT 8
Survey Name:
Jul 08 2009 Survey
Response Status:
Partial
& Completed
Filter: None
Jul 13, 2009 12:14:22 PM
1.
Do you think a Lafayette Farmers Market will help or hurt our local business owners?
-
Comments
Answer
Help some, hurt others. Net effect, I'm not sure.
It is also possible that it may have no effect.
ltwoujddvepeoeintodowntownwhichwoukJincreasethelUceUhoodthauheywoukJspendmoney.
If the event is to be held on Thursday evening and you are closing the streets in the middle of the afternoon when Lafayette businesses will still be open,..l anticipate a rash of unhappy
business owners and I wouldn't blame them one bit! Trying Lafayette First applies to locally owned businesses...not outside vendors taking money away from our businesses.
It
might keep more business in Lafayette.
I think that Farmer's Markets have a positve effect in the community. I don't think there are any negative aspects to a Farmer's Market.
More traffic by local business. Residents will also have to buy spices, stables, meat/fish to serve with veg/fruit.
Location is not conducive to cross shopping and will in fact, hurt nearby businesses by poaching on their parking and creating increased congestion at two of Lafayette's worst signalized
itersectrons The City planning department shoirid review this proposal just as it
would for the construchon of an equrvent sized reta building carryulg on the same produce/grocery
-
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
I think we should give the five nights a try. We won't know how things are until we do a few.
too much traffice as it is
think it w
As we know, many residents travel outside of Lafayette to buy goods. This will not only "keep" us here in the city, and I am sure individuals that stop by the Farmer's Market will trickle
in to visit local businesses.
Lafayette is afreadya mess to drive th rough !
ao me from comg anywhere near fton market days Ttüs wHI be
especially disastrous once school starts in September. Can you even imagine extra people in town at 4 o'clock then?
My belief is that many stores, mainly Diablo Foods, feature local growers already. While this is a nice "idea", Farmers Markets, to my knowledge, are not supportive of the community
in the way many existing business do such as school sponsorships, auction donations etc. Let's keep the little money people have these days in Lafayette Business and
not work against them.
yes I think it's great. The business owners on the circle might not be happy at first but I think it might introduce people to what's back there.
A Farmer's market will bring one additional "community" event and give one more circumstance for residents to get out of their normal daily path and interact in town with the
other residents.
This is detrimental to our local businesses that provide these products. This is absolutely a duplication whether produce or plants, etc... of what our own Lafayette merchants
have to offer
Anything that brings business, especially a farmers' market, which most people enjoy, will increase business staying in Lafayette. It is a great idea--I hope it goes.
It
will bring
-------------------------------------------------------------------------------------------------------------people
tifaythyYeoLmpdowntown.
---------------------
------
-
More people will come to the area that might not otherwise. The retailers will be visited or recognized. Those that sell groceries should not be effected to any great degree. People
This helps
-----------------------------------------------------------------------------------------------------------build
and support community.
by giving more options to shop, it will help Lafayette residents shop in Lafayette.
What type of businesses are in that area where the proposed farmer's market will be? I can't think of any that would be hurt except for Safeway who sells fruits/veges. And as far as
'local' goes, aren't these farmers local? The 2nd hand store might acquire more patrons. Pet owners may pick up some pet food while at the mkt. It seems that if people are shopping
for f/v and there's a business that has what they need in the area, yes, I think it may increase business.
I now go into Walnut Creek for the Sunday morning farmers market 1-2 times/month and tag other shopping errands around this trip. If I shopped Thursday night in Lafayette I would
CA)
N)
do my extra shopping in Lafayette not WC
Great Idea!!!
think that it is a great idea if it is held on the right day! time. A weekend morning seems like a much better idea than a week day. Thursday nights are not as busy for me as
weekends--I think the same would be true for a farmer's market.
Possible impact on stores such as Open Sesame and Diablo Foods, who are already going to be taking a hit when Whole Foods opens. Also, concerned about impact on parking for
merchants in the Plaza Park area. Our loyal customers rely on the consistent availability of parking. As a hairstylist at Plaza Park Salon, my customers consistently state their
flpreciation
aotole in its streets and parks, not just parldng lots.
Supporting local growers will bring awareness of 'in season" produce, thus sending folks to the local grocers when they run out!
When you can bring lots of people out, everyone benefits.
ltsa
It
makes
about
our
find
downtown
ngaway
more
to comprnent
appealing
the
to visit.
farmers
Hence
market,
folks will
not
learn
fight
where
it
we are and come back hopefully.
--------------.--------- -
It
needs to be good-sized to make it work.
I tend to buy produce at Safeway when I can't get to Orinda's Farmer's Market during the summer.
-
Will bring people to downtown area both those that reside and some fromout of the area
Increase visitors to the downtown and also bring our own residents downtown to shop rather than to Walnut Creek or Moraga or Orinda for fresh produce.
I think this is an area of Lafayette that does not get a lot of foot traffic.
i shop locally,
----------mostly
at Diablo Foods and even though I am in FULL support of a farmers market here in town
-
I think it may hurt the local businesses
With Trader Joe's, Safeway, and now Whole Foods scheduled to open in Lafayette, I'm afraid a farmer's market might contribute to the undoing of Diablo Foods. It would be a terrible
shame to lose this excellent, long-time family-owned small business, which already provides many locally produced foods.
Anything
Lpthat
brings extra customers to our area or keeps locals in town helps our local economy & community
May help restaurants and other business
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will of course hurt food markets --
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It is nice to have the foot traffic and adds to the appeal of Lafayette.
I am unsure if it would hurt merchants from the standpoint of reduced sales and impact on parking at the surrounding businesses. On the other hand it may increase business to others
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The same market/day/hours exists on Shattuck at Rose in Berkelely...helping neighboring business.
I
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It will have a de minimis effect.
I am not sure,
It
will bring customers into the area.
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3 If you answered yes to Question 2 at
which local Farmers Markets do you shop'
Responses
Answer
Walnut Creek
Walnut Creek
Moraga
Danville
Walnut Creek
Orinda and Moraga
Benicia, Vallejo, Fairfield, and Vacaville
Moraga, Orinda, Walnut Creek
Berkeley,Oakland and sometimes Walnut Creek
CA)
CA)
Orinda, Walnut Creek and Danville
walnut Creek
Walnut Creek and Pleasant Hill
Moraga
Walnut Creek (live there)
Walnut Creek, Orinda, Moraga
concord, thursday night
wI
music
Martinez
Moraga
Walnut Creek
walnut creek
.
orinda
Walnut Creek-Sunday
Moraga, Orinda, Walnut Creek, Pleasant Hill, San F
Pleasant Hill, Concord
Mostly in Danville
walnut creek
Walnut Creek
Martinez on Sunday afternoon
danville, san ramon
Walnut Creek
W.CandOrinda
walnut creek
Moraga
walnut creek
MTZ/Thurs; Moraga/Sun; WC/Sun
walnut creek
usually Walnut Creek, occassionally Pleasant Hill
Orinda
Orinda or Danville
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Orinda, Walnut Creek, Pleasant HIll
Danville,
Walnut Creek
Berkeley, Derby and MLK, Tuesdays, occasionally
Moraga
Walnut Creek, Pleasant Hill, Moraga & Danville
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Moraga
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Grand Lake/Oakland
Concord, walnut creek, Berkeley.
Orinda
Moraga, San Francisco
Danville
moraga
Danville
ror
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C)
Wlanut Creek and Moraga
Pleasant Hill and Walnut Creek
walnut creek
Moraga, SF Ferry Building
Moraga
Moraga and Orinda
Sometimes at Orinda, but would shop here more.
Walnut Creek
walnut creek
Walnut Creek and others
Walnut Creek Kaiser and Orinda
.
Martinez
orinda, & J. London
Moraga
Walnut Creek and Concord
have been to W.C. one two or three times only
wc, noraga
Walnut Creek
Walnut Creek, Berkeley, Kensington
-
Walnut Creek, Napa, Berkeley
Pleasant Hill, Concord
Moraga
Downtown Concord
Ferry Plaza, Fairfax, Larkspur
Various here and in Davis
Walnut Creek
5
Do you anticipate any traffic!
circulation problems during
the time the
Farmers Market
is open (4pm 8pm)'?
Comments
Answer
I'm not sure.
commute traffic will be difficult at this key intersection
There is more parking in Lafayette now than ever before. I've never had a serious issue finding a parking spot (even for other busy events).
You are closing the streets for over 7 hours! How would you feel if your business were in the middle of that area?
commuter time is hard.
-
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Parking and traffic are always an issue in Lafayette. I think that people will adjust. Just give it a try.
rush hour fime
but after 6prn,no
.
Boy howdie!!! Evening rush hour at the gore point of traffic coming off the freeway and heading to Burton Valley and Moraga. As with any new proposal in this City, at the
very least a traffic study needs to be done. This is equivalent to adding a new 20 - 25,000 sf retail business to this busy location.
Yes, there
ybpcPltwill
be some problems, but it will bring customers to the downtown!
The location proposed is great, and will not cause any major issues. Many residents of downtown Lafayette area accostomed to walking downtown, using local trails....
Absolutely!
This is area is near a high traffic area already.
There's always parking issues. Think Sunday a.m. might be a better choice, after church hours?
01
As has been seen with other community events in the Plaza Park, this could create congestion in an area where parking is notreadily available and will definitely impact
Vino Restaurant. Thursday is a popular "eat out" night.
There may be some but if traffic is rerouted, it will be fine.
Unss everyone parks in the lot opposite the newUbraryondengatewaytherewuibeparng!ssues.parkmeateristryngtoberviyedandParngistheissue
Way can there be parking issues for the theater and none for the FM?
traffic and parking are always a problem when there's an event in the plaza.
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Not in the particular area you are referring to...hopefully this will add to the festive atmosphere near the new library.
#4--At rush hour, maybe. #5--If the nearby parking lot would allow people to park there, it would certainly make shopping more accessible if there's available parking.
Usually, Lafayette plans the circulation quite well, e.g., the Art & Wine Festival
.
yes, perhaps between 4-6:30 or so congestion downtown might be worse. What parking is being suggested? Once the library opens in the Fall will there be additional issues?
Possibly. I don't think Thurs. afternoon is a good time.
Busesse
workday.
Possible but unlikely.
Anytime there is an attraction, and people come together there is conjestion but it will work. If Berkeley can make it work three or more nights per week, I think Lafayette can handle it.
traffic always heavy © that time anyhow; what about Sat or Sun AM
Possible increased traffic at Mt. Diablo & Moraga, and Mt. Diablo and First Street during rush hour when traffic is already bad.
Traffic in the 4-6pm range is going to be problematic no matter what activity is scheduled.
believe careful planning can ameliorate the problem, setting aside parking spaces in designated area would help. But parking is already tight.
the 4-5 time frame might be an issue, particularly once summer is over
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Given the size and regional nature of the BART parking lot a SAT. or SUN. time would be better.
Moraga Road will be more crowded, but I think thatThursday evening is the best of all possibilities.
No as school is out. Although September & October there is a late bus from Stanley at 4:30 but that is only one or two buses and should
-
not be an issue.
We have employees and both customers and company representatives accessing out business (including parking) up to the old Park Theatre. We need to have access
to Golden Gate Way to conduct our business. Your closing the road provides extra demands and stress on already busy staff, customers and company representatives.
f there was some additional traffic on these evenings, I would be fine with that.
don't know about this.
Hdtosay--butprnbabtywotdpresentaprobiernbetween4and6pmriotsureafter6 -
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Moraga Rd. is already too congested. Add pedestrian traffic at the intersection of Mt. Diablo Rd & Moraga Rd. and you could have a nightmare intersection.
-
Of course.ssed
oul and cftizens will become enraged about them.
-
worth a try for a year. if not successful or businesses complaining, reevaluate
I am not comfortable about the location. I really studied the layout at the one in Moraga lat Sunday. I do trust your judgement and assume you have done the same thing.
You need space for the customer and the participants to park. I think most will park at the behind Bank of America and Metro. That lot is already burdened.
I
would imagaine there will be some conjestion/circulation problems in and around Golden Gate Wy and possibly some at Moraga Rd. & Mt.Diablo Blvd. Limited parking
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Depends on where you locate it.
Traffic can be managed easily enough. Parking and pedestrian traffic need to be worked out.
Once the market is established people will learn alternate routes
I'd rather contend
th traffic congestion issues thanalack of traffic!
Once school starts and the library opens
C,
6. If
the
Farmer's Market were to be held on a weekend day rather than an evening, wouldthis change your opinion?
-
Comments
Answer
I tNnk that wot.ild make th ings wo rse for parkin
I love the Thursday evening proposal! This gives working people a chance to participate.l do not like Sundays in Walnut Creek, since I prefer to do
my weekend shopping prior to my weekend entertaining.
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y
i±h.e better of the two days.as almost all of the businesses wifi be dosed. Traffic and paring issues woid not presentaprobism
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Saturday and or sunday seems a better time for a farmers' market. That is when other cities have theirs. Parking and traffic concerns would be better.
However parking and traffic remain an issue in Lafayette
traffic could be better due to lack of rush hour
But, then i would recomend it be in the bart parking lot.
don't know
Does not lessen the affect of the impacts on local businesses or traffic. May increase traffic issues.
If it's held on the weekend, it should be held in a larger area like hmmm. Not sure where.
Having it on a weekend would even increase my support. I strongly suggest having it on a weekend.
. . .
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I think this could be even worse!!!! Nothing is worse than Lafayette on Saturdays. My family and others I know will not even pass through downtown Lafayette to get to route 24 on
on Saturdays.
Sunday wouldn't impact restaurants as much and local businesses in the square wouldn't loose their parking spaces then.
Typically, Farmer's Markets are in the morning and I think that tends to be more conducive for this type of event
Weekend is nice
I
would like it either time--would probably prefer a weekend day.
It
would be better
Parking might be a bit easier on the weekends.
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Hmmmmm, weekend at the BART parking lot might be cool. There'd be plenty of room for booths and cars and BART riders. In any case, I'd love to come home
from work and walk to the Lafayette farmer's market.
Weekend day may not be as congested during after school/rush hour times.
ButlUke the even1g idea-k's different from
of the others.
would prefer a weekend because I think more people would attend. Farmers Markets are good places for families to go together and weekend make the most sense.
ONLY IF IT WERE HELD ON A SUNDAY!!!! SATURDAYS ARE OUR BUSIEST DAY OF THE WEEK. CLEAR TRAFFIC AND ACCESS TO OUR PARKING LOT IS ESSENTIAL!!!!!
would only be against Sunday, as I don't shop on Sunday!
Weekends could impact traffic flow and/or parking for local businesses.
The area under consideration already has a large flow of week night traffic with Lafayette and Moraga commuters during the 4pm to 7pm time slot. The farmers market near the
dMawor
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3 of us for $22 dollars and there was about 5 of those huge blow up slide/jump houses and there were moms, dads, little kids, college kids, camp kids, professors all eating and
socngtogetheWonderfisurnmernight.
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prefer weekend
Yes, but I like the week night idea - gets people out and walking in downtown Lafayette. Pros & cons both ways: many businesses close at 6pm on week nights,
perhaps a weekend day would be better for surrounding businesses.
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Saturdays and Sundays are less congested downtown. More time to shop.
Weekend traffic seems to be less..however, if it was on a weekend, it would need to be at a different time- mornings. You would then be competing with Moraga and Orinda.
Martinez has a very successful Thursday farmers market but there audience is the courthouse. We wouldn't have the traffic on thursday...but maybe this would bring others
town rn-week,a good thing for other bu.nesses
As a restaurat owner, this town really needs farm fresh produce.
Sat would be good also
This is a much better idea and will get more participants/customers Parking and traffick will be much easier to deal with
This is best. People will ander from the market to the shops on weekends
Weekend traffic and parking would be more of an issue than Thursday evening
Work in Lafayette reside elsewhere
It
would add less problems for all and probably get a bigger draw.
think traffic will be more conjested on a weekend
We would support this as well.
There are already lots of weekend farmer's markets, and not many weekday, especially in the evening. Evening events in Lafayette are always a good thing.
Either way, we need it to happen locally. Moraga would come too, I bet.
I think the time is fine. Wednesday evening might cause less traffic problems. I think Thursday is the day people run erands to get ready for the weekend.
Parking & congestion would be less of an issue since most of the automotive repair places along GG Way are closed and the Schools could be used for the vendor and overflow parking.
would not be as supportve ofaweekend Farmer's Market.area retailers need weekend bushiess to survive.A weekend rnarketis more risk
Depends on where it is held.
Maybe.
However, hours like those in Fairfax (late afternoon to evening, allow those who commute to be able to participate and yet not impact weekend business.
Better
8 If you were able to write the conditions of operation
what would they include'7
Responses
Answer
plentiful off-site parking available by arrangement at Safeway or others. traffic control officers to protect pedestrians, encourage walking to the market. free shuttle from BART parking lot
They must pay a sizeable rent to offset their impact. they must allow local businesses first-rught-of refusal on booth space.
Prohibit chartities from outwardly soliciting for money. They do this at Safeway and it's terribly annoying. We donate plenty of money to various causes, and it's annoying being
pestered left and right wherever we go. I wouldn't mind a booth that raises money for a charitable cause so long as they do not bug anyone.
If the event were to be held on Thursday...I would limit the market hours to two hours. That would at least lessen the street closure hours. In addition...l would offer free space to
Diablo Foods and Safeway so they could at least compete for the dollars that are spent on produce.
Clean up your mess and have fun. Maybe some cooking demos.
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weekday 11-2
I think Lafayette is not adverse to walking and the parking issues may not be a problem.
Jayne.e--
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Donate a certain percentage of profits to local nonprofits. Allow nonprofit groups free access to have booths (room permitting) . Quality goods that reflect the high standards of
the community.
KEEP THEM OUT OF OUR TOWN.
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fresh produce of all kinds in a clean setting - locally grown produce if possible, opportunities for community building, opportunities for fun and enjoyment in town,
chance to become a city with a common goal
Sunday's 10-3
Maybe parking space can be opened in that lot that says no theater parking or in the parking area at the new library.
If some one wants to buy farm fresh we have markets in all the surrounding communities. Lafayette does not have to sell everything ever one else is selling.
Sales tax paid forward would be one condition.Adaquite parking would be another.
y
Local growers/merchants. Local may mean a specific geographic radius.
00
Food or food preparation items only. No jewelry or clothing or non-food related items
1.
Be clean and organizedflfl2. Be Punctual on open and closing times
?
COO: u
would definitely be a priority. I wouldn't want to see a trace of them having been there. Music's good, as long as it's not obnoxiously loud.
Fresh fruits and veggies only, not prepared foods to reduce competition with local businesses?
I don't know
Iwithnormalbusiness.LocaImerchantssuchasOpenSesarneandDiabloFood(oranyotherbunesssUngsimilar products
sold at the Farmer's Market) must be incentivized and/or unanimously support and agree to a Farmer's Market.
I
would like the produce to be as affordable as possible, as i tend to shop the Grocery Outlet.
Not sure...
That as a vendor, there was not an every week commitment. That Diablo Foods could somehow have a presence if they want to, that only local organic product is sold.
Overall cleanliness, good mix of offerings...
Conformance with health dept. standards.flDClear markings of where exactly the food being sold came from.
1 .Less congested time such as weekends. 2.A band playing, 3.Give local businesses a booth to place coupons or materials about their businesses, 4. make avalable a map of
downtown Lafayette. 5. families can stroll without fear of being hit by a car. 6. Organic produce and other hard to find specialty goodies. 7. Reasonable prices
certified organic, would be nice to have some quality and diversity control, can "locals', ie Lamorinda merchants, have preference for the stalls?
I
would open Two days a week
Local foods, no products from large commercial businesses
Hopefully the City... that has the reputation of micro-managoing things like this... will let it happen without too much "conditons and rules which is kind of the spirit of a farmer's market
anyway. if it is too "conditioned" it will feel stilted, vendors will find it too much of a hastle to attend and patrons will not come.
Biggest concern is parking. I am not sure you can bring consumers to downtown for a farmers market without easy parking. May need to have the market at another location
such as the reservoir, or near Bart parking aor somewhere with parking
gnr
wfth recyc ng and compost bis and food served oMn compostab contners and utenss (sJDudware)
Mostly organic food grown locally as well as local products such as olive oil, jam, honey.
Yes, we would like to see the famers market. Please do not close our only access road of Golden Gate Way from the Theatre down on work evenings or nights.
Depends on where you locate this market in town
Can't think of any. I like the set up at the other markets, food product and flowers only, locally grown, organic etc.
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NO_PETS
*Accurate records taken as to impacts during limited trial run to determine if it will continue next year *Vendors show proof they are collecting & turning in Sales Tax.
iwouldhopeftcouldbelocatedinaparkinglotorparkwhereitwouldn'taffecttrafficoverrnuch.
Lafayette-
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IF parking becomes an issue....
No conflict of interest here.
10
Actchfonal Comments
Responses
Answer
My inclination is 60 -40 against. But just am not sure how it will shake out as either a positive or negative.
Almost all of our East Bay communities have successful Farmer's Markets. Lafayette should be a part of this opportunity. As a long time shopper at the Walnut Creek venue,
I
would change to Lafayette. I have observed that shoppers are well behaved and friendly, frequently getting to know their neighbors better.
Great survey. Thanks.
In reference to question 9.. .1 don't think that one can answer that_question with a yes or no answer. So many variables go into operating a Farmers market. If Lafayette is
insistent on offering a Farmers Market...at least make it on a weekend when the fewest businesses along the route will be affected.
(Q
I think that people in Lafayette visit Farmer's Markets now they just need to leave Lafayette to do it. Why not keep locals here and maybe bring in some people who
might otherwise have gone elsewhere.
we need it!
evaluated, a new 'location' in town (and by this I mean 'building a new store' because that's what this is) then I see no reason to not allow the new location.
I don't think any survey will do any good beforehand. After at least three times, everyone should know whether this is a good idea or not. I don't think any long-term commitments
It
will be a great idea!!!
Good luck with it.
A Farmer's Market in Lafayette is overdue. Please move forward!
See#1
Marintez does a weekend one but the courts are closed so that's a no brainer. I think Sunday afternoon when the church parking lot is empty would be smart. Maybe work
out a donation to use their parking?
which is the source of flnanc,g ourgeneral fy
Need I say more?
I see this as presenting the possibility for Lafayette to bring more consumers into our downtown while supporting our existing retailers. I also view this as an opportunity to give
Lafayette a broader and more friendly reputation.
one of the few tngs mng in our towr
Thanks for taking the time to ask. I'll look forward to see what happens.
Bad Idea for local business
1.
What other services will be allowed to have a booth? 2. How will the funds be used from this resource? 3. Senior discounts? I believe this is a good business decision for our town.
Great idea!! Always a good idea to advocate fresh, locally produced foods!!
I think it will help local business in Lafayette.
It'd be great to stop by and grab some fresh f/v before going home after work. 0000Good luck!
I
would want the products to be as local as possible, as I understand that is the best for our immune systems.
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Thank you for trying. Hope it will go.D DODD DO DCatherine
Let's do it!
Perhaps
IthJ
a different
ng the market
location
wHI
in
betown
worth
should
any traffic
be considered.issues
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I can't think of a reason why this shouldn't work.
I think it would be a very good idea. There may indeed be limited parking, but I think that's not so bad -- might encourage walking or biking.The reason I don't shop at a farmer's
market is that it is not convenient enough.
With one in Lafayette, I would be more inclined.
I'm ambivalent - we have farmer's markets in our surrounding communities. What are the advantages to Lafayette?
will be essential for the success of the market...plus consistent advertising so we all remember when and where it's happening.
A great idea and many thanks to the Chamber and Janet Thomas and company for spearheading the effort.Lafayette has so many things that are superior to the surrounding cities...
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That empty parking lot next to Bo's BBQ. Seems like a great place, downtown is already. busy enough
It's a good idea..... hopefully the city, safeway, diablo foods and whole foods will not collectively put the kabosh on it. This city has a history of serving the interests of a vocal minority...
I think proponants of the Farmers Market will need to work very hard to make this happen
...
they havbe my support.
It
would be a great asset to Lafayette and get people
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to walk
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downtown in an area they would not
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normally walk
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in. It is hard to find quality organic food in Lafayette.
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The nature of our business requires us to work until 7:00 PM most nights. There are already many demands on us and we prefer not to have to make more concessions. Please
work with your local businesses to protect their interest as well..
Being able to get fresh produce is always a good idea.
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I think Lafayette should be on the culling edge of our community's efforts towards supporting local business. I think a Lafayette farmer's market is a good step in that direction.
I think a Farmer's MArket brings people together and usually creates a fun atmosphere. Lafayette needs more there there for sure.
worth a try. evaluate later to decide if permanent.
Great idea
Farmer's markets are wonderful community assets. Conservation of resources, sense of community, setting a example for area youth, etc.It's a good thing. ..just need to work
through the details.
Thanks for soliciting my comments.DDoflMichael MooreflElGeneral Manager! PartnerflflYankee Pier
I hope you succeed in doing this on a week night or weekend. It's a GREAT idea.
Constant Contact Survey Resuilts
Survey Name: Jul 08 2009 Survey
Response Status: Partial & Completed
Filter: None
Jul 13, 2009 12:14:22 PM
1.
Do you think a Lafayette Farmers Market will help or hurt our local business
owners?
Number of Response(s)
Response Ratio
Help
104
79.3%
Hurt
21
16.0%
No Responses
6
4.5%
Total
131
100%
55 Comment(s)
2.
Do you currently shop at a local Farmers Market?
Number of Response(s)
Response Ratio
80
61.0%
No
51
38.9%
No Responses
0
0.0%
Total
131
100%
3. If you answered yes to Question 2, at which local Farmers Markets do you shop?
82 Response(s)
4.
Do you think parking in Lafayette will be an issue on Thursday night?
Number of Response(s)
Response Ratio
Yes
64
48.8%
No
63
48.0%
No Responses
4
3.0%
Total
131
100%
5.
Do you anticipate any traffic / circulation problems during the time the Farmers
Market is open (4pm-8pm)?
Number of Response(s)
Response Ratio
Yes
58
44.2%
No
69
52.6%
No Responses
4
3.0%
Total
131
100%
55 Comment(s)
6. If the Farmers Market were to be held on a weekend day rather than an evening,
would this change your opinion?
Number of Response(s)
Response Ratio
Yes
55
41.9%
No
71
54.1%
No Responses
5
3.8%
Total
131
100%
53 Comment(s)
7.
Would you be inclined to visit a restaurant or local business before or after
shopping at a Farmers Market?
Number of Response(s)
Response Ratio
Yes
100
76.3%
No
31
23.6%
No Responses
0
0.0%
Total
131
100%
8. If you were able to write the "conditions of operation', what would they include?
52 Response(s)
9.
Are you in favor of a local Farmers Market in Lafayette?
Yes
Number of Response(s)
Response Ratio
106
80.9%
No
23
17.5%
No Responses
2
1.5%
Total
131
100%
10. Additional Comments:
48 Response(s)
From:
Melissa Mazzoli {mailto: melissamazzoli@hotmail.com]
Sent:
Tuesday, July 14, 2009 3:54 PM
To:
wmarket@cccfm.org; Jay Lifson; Robbins, Joanne
Subject:
Child Safety and Proposed Farmer's Market Site
Greetings All,
As efforts continue to plan and consider the Plaza Park area as a pilot site for a Farmer's Market to
be held on Thursdays, 4-8 p.m., beginning late August through October, please also take the
following into consideration.
Stanley Middle School will be back in session during the proposed hours of the Farmer's
Market (set-up beginning approx. 2:30 pm.).
Dozens of children walk up First Street after
school to Golden Gate Way to gather and wait for their parents to pick them up. They gather
around the Great Wall Restaurant and all along the intersection of First and Golden Gate Way. I
know from experience that these kids are not particularly present to traffic and extra care by
drivers is already required under normal traffic conditions. Please consider the added impact of
traffic from vendors, etc. on the safety risk to these large groups of children.
In addition, there is a slew of parents during the after-school hours who drive down First Street
from Mt. Diablo Blvd. who scramble to find locations to pull their cars over at the intersection of
First Street and Golden Gate Way while their children load in. Again, under normal conditions,
traffic often backs up on First Street and along Golden Gate Way, often effecting traffic flow up to
Mt. Diablo Blvd.
Anyone who has ever had to navigate through town during normal school hours can attest to the
impact of traffic, parking and heighten safety risk to child pedestrians. I believe that, if the
Farmer's Market goes through as proposed, the time of market set-up (approx. 2:30-4 p.m.) would
coincide with the exact time when large groups of children and parents are using the same streets
and intersections.
Thank you for your consideration on these points.
Sincerely,
Melissa Mazzoli
Plaza Park Salon
(925) 283-6701
Lauren found her dream laptop. find the PC that's right for you.
46
THE STUART COMPANY
1007
Oak Hill Road
•
Lafayette, California 94549-3812
Phone (925) 284-1115
•
Fax
(925) 284-1131
iE
JUL 2 0 Z009
July 21, 2009
RE: Farmers Market Location
Dear Mayor and Councilpersons,
CFrY OF LAFAYETTE
We agree with the expressed feelings of three (3) of our Council people, that the initial site
selection by the Farmers Market Applicant, has a number of limitations. It would seem best to
select a location which could perhaps, encourage growth if successful, and assure safety of
operation.
Similar comments and concerns were voiced by surrounding merchants and property owners;
some with interests beyond a walking distance away. Looking ahead, it appears counter-
productive to encourage a crowd-producing activity within a relatively short clock-hour period of
time, on a weekly basis, or more, to be held upon a postage-stamp size area, at the busiest
intersection in town. Let alone, the requested trial/pilot (?) is to be held on one of the busiest
days of the week, during peak business and traffic hours. At this intersection, crossing
movements are often indecisive, particularly for the occasional user, since multiple sequence
signal control is involved.
Good Planning strongly suggests a more appropriate location.
47
