SR-11-10-2009-8ACity Council Meeting: May 25, 2010
Agenda Item: ~ '~
To: Mayor and City Council
From: Andy Agle, Director of Housing and Economic Development
Subject: Farmers Market Rules Regarding Prepared Food Vendors
Recommended Action
Staff recommends City Council:
1. Adopt Section 2.3.2 of the Farmers' Market Rules, Regulations and Policy Guide
relating to the recruitment and operation of prepared and pre-packaged food at
the Farmers' Markets and at the Main Street Farmers' Market;
2. Approve the proposed selection criteria and weighting structure; and
3. Approve the amended prepared and pre-packaged food stall rates and fees.
Executive Summary
On November 10. 2009. Council adopted the new Farmers' Market Rules, Regulations,
and Policy Guide with the exception of Section 2.3.2, which describes the process for
selecting prepared and pre-packaged food (herein "prepared food") vendors. After
public comment and discussion, Council directed staff to return with alternatives
regarding prepared food vendors.
The revised proposed Sections 2.3.2, 2.3.2.1 and 2.3.3 (Attachment A) provide that at
each market, one booth will be dedicated to local restaurants on a rotating basis. All
prepared food vendors will be selected through an open solicitation process. Prepared
food vendors will be selected based on business location, sustainable practices,
ingredient sourcing, experience and value. Food items must be prepared in a
restaurant kitchen though they need not be the same as the restaurant's menu items
and prepared food vendors may modify their menus annually:
In addition, for the Main Street Farmers' Market, staff recommends that 50 percent of
the prepared foods area or spaces be reserved for RFP respondents from the Main
Street business district. Staff's recommended approach has been endorsed by the
Main Street Business Improvement Association.
1
Background
Santa Monica's four farmers' markets attract over 15,000 customers weekly. The
number of farmers at each market ranges from 30 to 80. Each of the markets also
includes booths offering pre-packaged and prepared food, chef demonstrations,
educational. materials and, on occasion, City information. The Sunday Main Street
Farmers' Market, located on a private leasehold, also offers live music, retail and
children's activities. Farmers' Market management strives to maintain high standards of
quality in all aspects of the markets' operations and does so by carefully balancing the
varied mix of participant interests.
On November 10, 2009, City Council unanimously approved the Santa Monica Farmers'
Market Rules; Regulations and Policy Guide ("Rules") with the exception of Section
2.3.2, which deals with the selection process for prepared and pre-packaged food
vendors at the Farmers' Markets. The Rules provided for an open competitive process
to select prepared food vendors that was based on a set of selection criteria balancing
food quality, management experience, sustainability and sourcing practices, years of
experience, product mix, and busiriess location. .Public comments at the Council
meeting were offered by the Main Street Business Improvement Association, Main
Street restaurants and current vendors at the Sunday Main Street Farmers' Market.
The Main Street Business Improvement Association (MSBIA) recommended an
alternate weighting system and additional criteria that would give the majority of points
to vendors from local commercial districts. Council directed staff to return with options
for selecting prepared and pre-packaged food vendors.
Discussion
Currently, opportunities for prepared food vendors at all four farmers' markets are as
follows:
2
Market Prepared and pre-packaged
food booths Rotating area restaurant
booths
Wednesday Downtown 2 1 (Bayside restaurants)
Saturday Downtown 1 1 (Bayside restaurants)
Pico 7 0
Main Street 13 0
At the Sunday Main Street Farmers' Market, prepared food is an important part of the
experience. On average, prepared food vendors report gross receipts of $750 per week
and indicate that participation in the Farmers' Market represents an important part. of
their income. Of the 13 prepared food vendors at the Sunday Main Street Farmers'
Market, two are from the City of Santa Monica. Many vendors have been participating
in the Sunday Market since its inception 15 years ago and have developed a regular
customer following.
Outreach
To better understand how Main Street food establishments might participate in the Main
Street Sunday Main Street Farmers' Market, staff sent surveys to and invited 45 Main
Street restaurants and cafes to a meeting held on February 18, 2010. Seven different
food establishments were represented at this meeting, and seven completed the survey
(Attachment B summarizes survey responses). The key points made by Main Street
restaurants and the MSBIA at the meeting and in survey responses were:
1. There are too many ancillary prepared food booths at the market.
2. Patrons who dine at the Farmers' Market are less likely to frequent a Main Street
restaurant on the same day.
3. Some restaurants are more interested in having a place to do outreach (market
access) than having a food booth.
4. Some restaurants would prefer to participate on a weekly basis while others
would prefer a less frequent commitment.
3
In addition, staff conducted a Rapid Market Assessment (RMA) Survey (dot survey) at
the February 21, 2010 Sunday Main Street Farmers' Market to seek out customers'
opinions about Market offerings, patronage of Main Street businesses outside the
market, general shopping habits and other factors. While the majority of respondents
primarily attend the Sunday Main Street Farmers' Market to purchase produce and farm
products, a significant number of respondents enjoy the prepared food.and community
aspects of the market and are accustomed to a wide selection of foods and a high level
of customer service. Attachment C summarizes the responses received from the RMA
customer survey.
Selection Process and Criteria
Staff's goal is to create a selection process that would allow a mix of prepared foods
that provide the best value and selection for customers and support the business district
where each market is located. Staff, along with the MSBIA, agree on and recommend
adoption of both the selection criteria and weighting as shown in Attachment D. The
agreed-upon criteria and weighting are: business location, 15 percent; sustainability
practices, 30 percent; ingredient sourcing, 30 percent; industry experience, 10 percent;
and value, 15 percent. Staff believes that use of the proposed weighting criteria would
enhance participant confidence that the evaluation process will be fair and objective.
Basic Requirements for Prepared and Pre-Packaged Food Vendors
Staff recommends that the basic Request for Proposal process and operational program
for all prepared and pre-packaged food vendors at all four Farmers Markets share the
following common elements:
1. One booth would be dedicated to promote restaurants on a rotating basis from
the local business district in which each market is located.
2. Prepared food vendors would be ..selected through an open application and
selection process.
3. Selection criteria would include points for business .location, with more bonus
points given to businesses with outlets in the business district, and then in Santa
Monica.
4
4. Additional selection .criteria would rate the proposers' sustainable and
environmental practices, ingredient sourcing, experience and value.
5. Opportunities for participation in the prepared food section of the markets would
be available on a staggered basis, to be achieved by assigning the initial group of
prepared food vendors terms of one, two and three years, and thereafter, three-
yearparticipation agreements.
6. Food sold in the Farmers' Markets need not be the same as appears on the
restaurant's menu, but would need to be prepared in the restaurant and could not
be purchased from a commercial outlet.
7. Prepared food vendors may modify their menu to meet the demand of Farmers'
Market customers annually, subject to approval by Farmers' Market
management. Menu modifications will be evaluated. coinciding with each RFP.
8. Market Management would be responsible for. determining the number and
location of food booth opportunities at each of the Farmers' Markets, which could
change with each RFP. The ability to change the number of booths over time is
necessary to ensure appropriate pedestrian circulation within the markets.
Fees
Staff recommends a revised fee schedule (Attachment E) in which prepared food
vendors from outside the City of Santa Monica would pay a higher stall fee than vendors
with business operations in the City of Santa Monica. The change reflects the fact that
existing Santa Monica businesses are already paying business and other taxes to the
City.
Main Street Farmers' Market
Due to the number of prepared food vendors at the Sunday Main Street Farmers'
Market, .additional alternatives were considered. Staff recommends the following
approach (Option A), which has been endorsed by MSBIA:
Option A: Reserve 50 percent of available square footage allocated to prepared food
vendors or 50 percent of the number of prepared food vendors, whichever is greater, for
prepared food vendors from Main Street. From the total number of proposals received,
the top Main Street food vendors would be offered the reserved stall spaces. Main
Street prepared food vendors not selected for the reserved spaces could compete for
5
the remaining spaces along with the other applicants. Main Street establishments
would continue to receive a location bonus for the remaining spaces. When fewer Main
Street establishments apply than available reserved spaces, such spaces would be
available for the broader applicant pool.
Advantages: This Option provides increased opportunities for Main Street food
establishments to participate while allowing farmers' market staff to balance the overall
product mix needed to meet customer demand through the selection of vendors from
the broader applicant pool for those stall spaces not reserved for Main Street
restaurants.
Disadvantage: Several of the current, long-term vendors may be displaced. The
market is a key revenue source for many of these vendors, many of whom do not have
a permanent or alternative site from which to sell their products.. In addition, market
patrons who enjoy the foods prepared by long-term vendors may be dismayed at the
loss of such vendors. Customer support could. be compromised and take time to
rebuild.
Alternatives
Staff considered the following alternatives, but determined that they were less desirable
than the recommehded option:
Option B: Reserve 40 percent of available square footage allocated to prepared food,
or 40 percent of the number of prepared food vendors, as determined by Market
Management, for vendors from Main Street and delegate to the Main Street Business
Improvement Association responsibility for scheduling the restaurants, collecting the
stall fees and paying the Farmers' Market the guaranteed stall fee. Depending upon the
number of vendors who participate, the reserved spaces would be permanent, available
on a rotating basis or shared.
Advantages: This Option provides increased opportunity for Main Street food
establishments to participate and allows farmers' market staff to balance the overall
6
product mix needed to meet customer demand through the selection of vendors from
the broader applicant pool for those stall spaces not reserved for Main Street
restaurants.
Disadvantages: Having two organizations oversee prepared food vendors could create
confusion and impact continuity and accountability to the Los Angeles County
Department of Health and Safety and Santa Monica Fire Departmen#, who regulate food
vendors. Additionally, shared responsibility for collecting and processing fees increases
financial risk and the need to add more internal control tasks to current staff capacity.
The Main Street Business Improvement Association Executive Director is not in favor of
this option as it would increase its administrative role for scheduling booth space and
make the Association responsible for paying to the Farmers' Market the stall space fee,.
even if restaurants were absent.
Option C: Limit participation in the prepared food section to restaurants from Main
Street only.
Advantages: The Farmers' Market would directly support the local business district's
economic sustainability.
Disadvantages: Customer support and patronage could be compromised and take time
to rebuild, while there may not be enough interested local food establishments to meet
demand. In addition, 12 of the existing prepared food vendors are not Main Street
businesses and would be displaced with the implementation of this Option.
Option D: Eliminate prepared food at the Sunday Main Street Farmers' Market
7
Advantages: The number of stall spaces for farmers could be increased and customers
may patronize local restaurants.
Disadvantages: Removing prepared food vendors from the Sunday Main Street
Farmers' Market would significantly change the experience. According to the Rapid
Market Assessment survey, many respondents indicated that prepared food was a
major reason for visiting the market.
Public Outreach
Staff contacted 45 food establishments on Main Street via written survey and a
telephone call inviting them to a meeting held February 18, 2010. Representatives of
seven restaurants attended the meeting and another seven filled out the survey. To
reach customers, staff conducted a Rapid Market Assessment survey at the Main Street
Farmers Market on February 21. Additionally, staff met with the Executive Director of
the Main Street Business Improvement Association.
Financial .Impacts & Budget Actions
There will be ho impact on revenues during FY 2009-10. While future year revenues
are contingent upon the upcoming RFP process, staff estimates that Options A and B
would generate an additional $30,000 per year.. Option C is estimated to generate an
additional $3,000, based on the assumption that all vendors would be from Santa
Monica. Option D, which eliminates food vendors, would reduce revenue by $78,000
per year.
Prepared by: Jodi Low, Farmers' Market Coordinator II
Forwarded to Council:
Andy Agle, Director ~~ Rod Gould
Housing and Economic Development City Manager
8
Attachments:
A. Proposed Section 2.3.2 and adopted section 2..3.3 of the Rules, Regulations and
Guidelines Main Street Restaurant Survey, February 2010.
B. Summary of written responses from the Main Street Food Establishment Survey.
C. Summary of responses from the Rapid Market Assessment
D. Proposed Selection Criteria Definitions and Weighting.
E. Proposed Rate and Fee Schedule.
PA RYICIPATION
2.3.2 .Prepared or Pre-Packaged Food
ATTACHMENT A
Prepared and pre-packaged food may only be sold in the Non-certified Section of the
market. Prepared Food is prepared on site such as omelets, burritos and pancakes.
Pxe-Packaged Food includes food prepared and packaged off site in a certified kitchen
such as chocolates, breads and sandwiches.
In order to be eligible, applicants must obtain and present appropriate documentation
which may include, but is not limited to:
• Annual Health Permit for processing
® Board of Equalization Permit (for
products).
• Temporary Field Event Health Peer
quarterly) issued by the Los Angeles
Department of Health.
Prepared and Pxe-packaged food vend.
through a Regzrert for Projzoral (K1,~ proc
fox any give RF1' may change from-year
third of allocated spaces with three ye
determines the number„and allocanon'
change with each RFI'.:'Menu modificai
RF1' apph'cation,period. `I,1e evaluation
applicants includes, -but is not limited to:
may unth apply with their desired menu
;. The numbei'of square footage allocated
year- RFPs are conducted;annually for one
contracts. awarded. Market management
stall spaces available,'which are subject to
~ requests are Yeviewed annually during the
tenon fox prepared and pre-packaged food
to
nts whose established restaurant
district of the market to which
o Second preference given to applicants whose established
restaurant resides within the City of Santa Monica.
eference given to applicants with established restaurants
outside the City of Santa Monica.
Last preference given to itinerant food businesses residing outside
the City of Santa Monica.
• Ingredient Sourcing
1®
PARTICIPATION
ATTACHMENT A
products sold at the market must be homemade (rather than purchased
fully processed and xe-sold) and that incorporate ingredients which are:
o Grown in California
O ~YgamC
o Fair trade
o Fxee range and grass fed meats
o Wild-caught or local seafood fx
fisheries
o Purchased from SMFMs,eertifi
® Sustainability
o Environmental
Measured throti
Work Business
® Experience
o First preference
m outdooY'evex
o Seeond pxefere~
e Value
as the Sustainable
given to applicants with experience participating
food orex?aration.
is gmen to'applicants with restaurant or catering
is given to;applicants with no prior business
paration experience
e fox p"soducts that are unique and that ensure a wide at~ay of
to adedt~ately fulfill customer demand.
2.3.2.9 Prepared and pre-pae6caged food (Sunday Main Stree4 Farmers
Additional stall space allocations apply at the Sunday Main Street Farmers' Market.
50% of the prepared food area, or 50% of the prepared food stall spaces, as
determined by Market Management, are allocated to applicants feom the local business
district. From the total number of proposals received, the top Nlain Street food
vendors axe offered the reserved stall spaces. Main Street prepared food vendors not
selected for the reserved spaces will be added to the general pool of applicants to
17
PARTICIPATION
ATTACHMENT A
compete far the remaining spaces. When fewer bLain Street businesses apply than
available reserved spaces, such spaces will be available fox the general applicant pool.
2.3.3 Featured Restaurants
Market management may create a Featared Restaurant program at the SN~Is to allow
one food establishment per week from the local business district to sell prepared foods
listed on their established restaurant menus. All restaurants unshtng to participate must
hold a current City business license in the business district where the farmers '
market has a Featured Restaurant program. Qualified food .establishments will be
placed in the nest quarterly rotation schedule with other. qualified_ applicants in equal
proportion.
In order to participate, vendors must
which may include, but is not limited to:
• Board of Equalization Permit (for
• Current City
• Temporary or Annual Field Event F3ealth Permit (renewable quartefly)
issued by the Los Angeles County Department of Health.
2.3.4 Wild Harvested and
Wild harvested and foragedagricuhuxal products may only be sold in the Non-certified
Section of the market. Tn? order to participate, vendors must obtain and present
appropriate documentation which may include;"but is not limited to:
• Temporary Field Event Health Permit (renewable quarterly) issued by the
Los Angeles County Denaxhnent of Health.
Sellers of Wifd-Gauoht~Fish and Shellfish
Wild caught seafood and shellfish may only be sold in
the Non certified Section of the market All fish sold
must be harvested =from awell-managed fishery in
properly licensed.boats in which sustainable harvesting
methods are employed, in accordance with the
Monterey Bay Aquariums Seafood Watch program.
Wild caught seafood and shellfish vendors must obtain
and present appropriate documentation which may
include, but is not limited to:
12
Santa Monica Farmers Markets
Main Street Food Establishment Survey
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~Pku~~ll~hY~r!~F~~~tNlti ,(,Q1~1~„, 1~1SA@r12~~%5t8? ,,, ,,,;~< i e_.~, ,. , 7# 1000 iD00 20D0 500 400 don't know
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volume
Convenience in setting up booth space
Cost of doing business
City restrictions
Cleanliness
Outside promotion
45.surveys were distributed, 7 were returned. In areas where less than
seven responses are recorded respondents declined to answer
ATTACHMENT C
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Farmers Mlarket
Rapid
rmers'Market
ATTACHMENT C
OVERVIEW
The Rapid Market Assessment is an information gathering technique developed for Farmers
Market by Larry Lev and Linda Brewer of Oregon State University in 1998. Santa Monica
Farmers Market staff attended a training hosted by the Manhattan Beach Farmers Market and
Farmers Markets of America in2009 to learn how to utilize the technique which includes
attendance counts and dot surveys. Attendance counts are estimated by taking a sample
number of customers entering the market each hour and multiplying that number to reach an
hourly estimate of attendees and a total estimated customer count for the market duration.
Dot surveys are an effective information gathering technique that allows a greater number of
customers to provide specific feedback in a limited amount aftime.
1. ATTENDANCE COUNTS
TOTAL ESTIMATED ATTENDANCE: 3960
We divided our total adult count of 3960. by an estimated 1.7 adults per shopping group,to arrive at a
figure of 2329 shopping groups.
9OOAM 180 5% 240.:'; 6%` 360 9% 780 20%
1A:00AM 540 14% 360 9% 360. 9% 1260 32%
13AOAM 360'~~~ 9%~ 120 ~ 3% ;- 300 -~ 8% 780 20%
12x00 PM 420 11% 1:420 11% 300 8% 1140 29%
4'haurstata[ 1500 38% 1140 29fa 1320 33% 3960 100%
_._ _.
The pre count conducted af9:00 am was 43; that is the number of adult shoppers in the market prior to
opening. The market officially opens at 9:30 am. Vendors begin setting up at 7:30 with all vendors in
place by 9:00 am. As vendors are permitted to sell once they are set up, patrons begin arriving as early
as 7:45.
ATTACHMENT C
2. DOT SURVEY QUESTIONS
Four dot survey question sheets were set up on easels in the center of the market adjacent to the
seating area from 9:00 am to 1:00 pm. Market shoppers were approached and giving a strip of four
colored dots to place on separate sheets of butcher paper, each with a question and various answers.
A total of 683 customers, each representing a different shopping group, responded to the dot survey
opportunity. Given the estimate of 2329 shopping groups, the team intercepted 29% of all market
customers.
~-
While 683 customers answered the first question RespandP `, Number Perce
less customers answered each successive question, Quests ~ 683 100%
m o,,,,
lessening by 2-4% each question. Q~` , r ~ ~ ; :~., 655 96%
{~2,~es`cwn 3 :' ~ 645 94%
°=:Question4 ~^;624 91%
question 1: What is your primary (#1) reason for"coming to the farmers na'rket today?
all Sunday
was for FarPr~~ Products Anol~r~ 22% v~€€
and soaal ~athne. 5% for the b~ch and
Main Street Restaurants Z4 4%
Refait=_ . , , 6 1% _
FarmerPrbducts = 325 48%
~ntw?~amment/Social 141 21%
F~rmer3 Market Prepared Food 151 22%
Bee~h~Exerc`ise 36 5%
totaf`a~wers 683 100%
ers saltheir primary reason for coming to the market
the market for prepared foods, 21% for entertainment
:ise, 4% for Main Street restaurants and 1% for retail.
ATTACHMENT C
61 9% +$0 190 28%
1 0% $3 5 1%
74 11% $5 131 19%
4 1% $10 120 18%
96 14% $13 2 0%
1 0% $15 90 13%
80 12% $18 3 0%
3 0% $20 63 9%
103 1S% $25 19 3%
63 9% $28 1.- 0%
1 0% $30 7 1%
49 7% $40 10 1%
55 8% $60 1 0%
13 Z% $80 1 0%
31 -..5% $90 1 0%
1 0%. $100 1 0
12 Z%,, $200+ 0 0%
4 1% ~ Total 645 94%
Customers shopping at the Sunday Farmers Customers shopping at the Sunday Farmers
Market spend between $0 and $200 on farm ; Market spend between $0 and $40 on prepared
products. The average,amount spent:was food with most (28%) spending $0. 20% spent
$22.15. 3S% spent $10 or,less, whi{e 25% spent $5 or less while 14% spent $20 or more.
$30 or more. `,'
ATTACHMENT C
Question 4: If Main Street restaurants replaced existing prepared food vendors at this Farmers
Market, would you:
The largest number of respondents to question 4 stated they would spend the same on prepared foods
while at the Sunday Farmers Market if Main Street restaurants replaced existing prepared food vendors.
These respondents include 28 % of customers who say they currently spend $0 on prepared foods.
Encouraging to Main Street restaurants 22% of the respondents stated they would eat elsewhere. Local
restaurants could capitalize on these customers by offering picnics to go or special promotions to
farmers' market customers which might encourage them to patronize.local restaurants while on Main
Street. 19% of respondents said they would stop coming to the market and 3% stated they would spend
more on prepared foods while at the market.
spena more on prepared tooas in the market 19 3%
Spend the same on prepared foods in the market 228 33%
Spend less vn prepared foods in tfie market 102 15%
eat elsewhere 147 22%
stop coming to the market 128 19%
totat answers ,. 624 91%
Question 5: What improvements to the market could'we make for your benefit?
The majority of customers would like to see-the market hours extended. Tied for a close second,
respondents: express a desire for more farmers, more organic products and a greater variety of produce.
Education in the form of chef demonstrations was also strongly desired.
23
53
136
131
132
164
92
71
802
ATTACHMENT C
An open feedback page was also available for customers to give feedback to question 5. Comments
included:
Applause
Like the market they way it is 2
Like retail
I love this market 4
Thanks for the bike valet
' Operational
More seating-and tables 41
More grass area 4
Open up the grass area
Change configuration so tables and prepared foods are closer
Family style tables and benches g
More seating for music 4
Provide folding chairs so customers can sit attables without havingto "stalk" chairs
Put a sign up asking customers to 1'only sit while eating"
Bigger market 3
Close the lot to the soufh and extend the market
No more strollers
Find a place to store strollers
More parking 3
free parking:; .. q
less cars driving hear
Transpiration incentives
Get folks to walk/bike
Parking attendant go away
What is up with those guys wha direct traffic?
longer hours 5
later hours g
start eatlier 4
open until 2pm 5
start at Sam 2
More days
ATTACHMENT C
Operational (con't)
Saturday market on Main Street
closer ATM
more competitive prices
more affordable 2
more price awareness 2
Discounts for seniors. 2
accept WIC
ban plastic bags 6
bin for retycling plastic bags
bin for recycling strawberry containers and egg cartons
sell SMFMs reusable bags
bring back massage tables 4
less congestion
too crowded
More customer input
Pet adoptions, bunnies 2
Put a stepstool in the restroom so; kids can wash-their hands
don't use horn when clrzsing - it scaresthe childrerr
more child supervision '
Certified Agricultural Section '
bring WinchesteY-cheese back
more mushrooms
more gourmet/hybrid fruit and veggie farmers 3
more cheese -goat cheese.
Bring back the olive oil guy
more meats 2
Seafood S
less retail more farmers 3
less organic
More organic Z
bananas
ATTACHMENT C
:Certified Agricultural Section (can'tj
non shell fish seafood
greater ratio of farmers to prepared foods 2
More meat and fish yummy
competition almonds
Only come for farmers
Bison
Cheese vendor
:Non Certified
knife sharpener
more main street food establishment participation
animal adoptions
More fresh baked products
better prepared foods 2
new prepared food vendors
organic prepared food 2
diversity in food 2
rotate prepared foods -
More artisanalfood - "homemade" ;,
Kettle corn 3
more packaged prepared food
Omelet prices have gone up way too much in the last 2 years 3
charge less for prepared foods 2
please don't replace food vendors with main street restaurants 4
More retail vendors 2
Not Main Street food, it's not good
change configuration -more prepared food to north end by tables
Keep existing vendors -spirit of the market is variety 2
More men's clothes
Restaurants that get their produce from the market
More packaged food, hummus, tofu, etc.
Espresso vendors, lattes 3
Samwow and chop chop guy
ATTACHMENT C
Entertainment
Suzanna tang should play more often
More music
More entertainment 2
no more pony rides 2
more kids activities Z
more crafts
Move ponies away from prepared foods
start music earlier 3
Identify the band name 3
Klezmer Juice
Have the band face the grass so we can hear them whilesitting on the lawn
name of bands playing should be displayed so we know whothey are
Farmers Market Proposed Selection Criteria Definitions and Weighting ATTACHMENT D
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~Y trade, grassfed meats, wild caught or local zeafootl from
homemade (rather than
~ ~F~~-sustalnably managed fisheries
Foods Pledge and commitment to 30 po n[s each Signed and endorsed COOl Foods Pledge, Eentfied sourcing and/oradvertse qn menues orexlsiting purchasing
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C
h 30
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~ Purchased fuIIY Processed and re sold)
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fend susta nab lity re
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ipswth Farmers,track record for educating and supporting sustainable food
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Expertise In field
0=0-lyeap3=2-5 years, 10=3r years
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Customer appeal
Has th's prpduc[bne been prevlpuzly popular, is the product line un qua, zth's product line high quality.
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R A P E S AND FEE S
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!/endor Type Rate' Chavged
Certified Producers .5 % ofgross sales paid to theBMFMs
Producers .5 % of gross sales paid to the SMFMS
Prepared and processed .5 % of gross sales paid to the SMFMS
Idon-certified Processed' Producers.
~ •5 % of gross,sales paid to the':SMFMS
Prepared Food and Pre-Packaged
Food anta Monica Businesses NonSanta Monica Businesses
maximum 10x20 100 for first 10x10, $50 each
dditional 10x10 paid to the SMFMS 150 for first 10x10, $50 each
dditional 10x10 paid to the SMFMS
Featured Restaurant `~ ~ - 125A0 per day pain to the SMFMS
Business Improvement Associations 28.00 per vendor space allotted not contingent upon vendor attendance
Retail ContactMSBIA
piogram Pype Rate Paid
Entertainment Ban..d 125.00 solo performance,
250.00 bands of two or more.
Entertainment -Crafts ;= 125.00 _
Chef Demonstration Up to $500.00 market produce stipend, $150.00 honorarium, market keeps
he proceeds.
Chef Marketing Up to $500.00 marketproduce stipend, $150.00 charge, chef keeps the
proceeds.
2