SR-09-14-2010-1OCity Council Meeting: September 14, 2010
Agenda Item: ~-'o
To: Mayor and City Council
From: Andy Agle, Director. of Housing and Economic Development
Subject: Request to Negotiate a Contract for Farmers' Market 30th Anniversary
Events with FamilyFarmed.org
Recommended Action
Staff recommends that City Council authorize the City Manager to negotiate and
execute a contract with FamilyFarmed.org, an Illinois-based non-profit organization, for
services related to the planning and .implementation of a 30th Anniversary Farmers'
Market Celebration and Southern California FamilyFarmed EXPO in Santa Monica in
September 2011.
Executive Summary
The Santa Monica Farmers' Market plans to recognize its 30th anniversary with amulti-
day EXPO event that will focus on regional as well as national issues that are integral to
the Farmers' Market. FamilyFarmed.org, anationally recognized non-profit organization,
is recommended to produce the event. Primary responsibility for financing and
producing the EXPO will be assumed by FamilyFarmed.org, while the City of Santa
Monica and its Farmers' Market program will act as an event co-sponsor in order to
solicit participation from various speakers, contribute in-kind donations of staff time, and
authorize the use of its logos on EXPO materials.
Background
In 2006, the Santa Monica Farmers' Market created a series of local events to
commemorate its 25t" Anniversary. The events included farmer portraits that were
exhibited on bus posters and in gallery presentations, educational Library Panel
programs and afarmer-chef gala dinner. For its 30th Anniversary, the Farmers' Market
seeks to expand its event programming to encompass a regional and national focus.
Discussion
With the national focus on nutrition and health, sustainable agriculture and the
importance of buying locally grown food, an EXPO event would assist in expanding the
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City's outreach and .education efforts to Santa Monica residents and businesses,
California farmers, and the general public. The event would bring a wider focus to the
goals of the Farmers' Market mission, which are to:
• Help farmers grow their customer base and increase sales
• Educate consumers and legislators about the importance of maintaining
California farmland for future generations
• Build relationships with related organizations that focus on food, farming, nutrition
and the environment
• Create educational opportunities for farmers around funding, business plan
development, grant writing and technical assistance
• Assist local businesses to maximize community outreach and education
regarding local food benefits and availability
• Explore future growth and opportunities for the farm community and supporting
industries
Introduce a new generation of farmers to business opportunities offered by a
farm career
• Celebrate lessons learned from farmers who have made their farms successful
• Listen and learn from farmers about their current and long-term goals
In June 2010, the Economic Development Division asked FamilyFarmed.org, an Illinois-
based non-profit organization whose mission is to expand the production, marketing and
distribution of locally grown and responsibly produced food, to evaluate the feasibility of
a 30th Anniversary Farmers' Market Celebration and FamilyFarmed EXPO.
FamilyFarmed.org has been producing a similar multi-day EXPO event in Chicago for
the past six years. Based on discussion with numerous stakeholders in the Farmers'
Market, and other potential sponsors, the analysis found that a combined Santa Monica
Farmers' Market Anniversary Celebration and FamilyFarmed EXPO vvould be an event
that could be well-attended.
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FamilyFarmed.org's proposal includes two to four days of programs and special events
that would highlight the accomplishments of -the Santa Monica Farmers' Markets
through forums with nationally known speakers, a financing and funding workshop for
farmers seeking to increase their farms' profitability, a tradeshow, workshops, a Food
Policy Summit, culinary receptions, and a film festival. Events would take place at both
public and private venues throughout the City, thereby minimizing congestion and
increasing access. Staff anticipates that EXPO could become a legacy event that would
foster dialogue and programs relating to farming and agriculture in California on an
ongoing basis.
Over the next several months, FamilyFarmed.org intends to meet with potential
sponsors, finalize site selection and logistics including signage, explore local volunteer
resources, and begin to reserve nationally known speakers. While FamilyFarmed.org is
confident that the event will attract sponsorships and support, their proposal retains the
right to cancel the event if sufficient local sponsorship levels are not reached. The final
determination whether the event would ultimately be feasible would be made by
January 15, 2011.
Contractor/Consultant Selection
Staff recommends FamilyFarmed.org as a sole source contractor for the proposed 30~n
Anniversary Farmers' Market Celebration and FamilyFarmed EXPO. Since it was
established in 1996, the organization's mission has been to expand the production,
marketing and economic distribution of locally grown and responsibly produced food in
order to enhance the social, economic and environmental health of our communities.
FamilyFarmed.org is a national leader in educational and legislative actions and
programs. Its founder and president, Jim Slama, was instrumental in passing the Illinois
Local Food, Farms and Jobs Act, which has been hailed as model legislation to build a
local food system by giving purchasing incentives to institutions that source locally
grown produce. FamilyFarmed.org also recently completed, with funding from the
Illinois Department of Agriculture, a "Ready to Grow" plan to increase Illinois fruit and
vegetable production,. and created "Wholesale Success - a Farmer's Guide to Selling,
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Handling and Packing Produce for the Wholesale Market." The organization's funders
include the United States Department of Agriculture, the Food and Drug Administration
and the United States Department of Labor Workforce Initiative in Regional Economic
Development as well as many other private, governmental, and non-profit organizations.
Core staff has twenty years of exposition management experience in consumer and
trade-show arenas and expertise in non-profit program management, natural and
specialty foods retail management, sales and distribution,. and direct experience on
organic family farms and wineries. FamilyFarmed.org brings considerable experience
and professionalism combined with demonstrated success to the proposed 30th
Anniversary Farmers' Market Celebration and FamilyFarmed EXPO. Staff is aware of
no other comparable organizations that could plan and program such an event at no
direct cost to the City.
Public Outreach
As discussed above, a major focus of the 30th Anniversary Farmers' Market Celebration
and FamilyFarmed EXPO will be community outreach in order to expand the reach of
the Santa Monica Farmers' Market's mission and programs. By establishing EXPO as a
legacy event in Santa Monica, various trends and dialogues in many areas of public
discussion will be addressed and revisited for years to come.
Financial Impacts & Budget Actions
FamilyFarmed.org will assume responsibility for all planning, management and
operations including but not limited to fundraising, scheduling, production details,
.managing registration and admission, and event marketing and promotions. The cost of
producing the Expo is expected to range between $200,000 and $400,000 and will be
offset by sponsorships and exhibitor and entry fees. Entry and participant fees have yet
to be determined, though discounts will be offered to students, farmers and Santa
Monica residents, with some events to be offered at no charge. If revenues exceed
expenses, FamilyFarmed.org will retain the net revenue. If expenses exceed revenues,
FamilyFarmed.org will be responsible for any losses. There are no expected budget
impacts to the City based on execution of this agreement.
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The City of Santa Monica and the Farmers' Market Program will serve as the EXPO co-
sponsor, providing staff support. No costs to the City are anticipated beyond the City of
Santa Monica Farmers' Market and Economic Development Division staff support.
Farmers' Market staff time will be allocated in a manner that will accommodate EXPO
planning and implementation while maintaining optimal Farmers' Market operations
throughout the process.
Prepared by: Laura Avery, Farmers' Market Supervisor
: __---~ Forwarded to Council:
Andy Agle, Dir for Rod Gould
Housing and E mic Development City Manager
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Reference Contract No.
9275 (CCS).