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REDEVELOPMENT AGENCY OF <br />THE CITY OF SAN LEANDRO <br />STAFF REPORT <br />DATE: April 14, 2008 <br />TO: <br />FROM: <br />BY: <br />John Jermanis, Executive Director <br />Redevelopment Agency <br />Luke Sims, Community Development Director <br />Cynthia Battenberg, sistant to the City Manager <br />APPROVED AND <br />FORWARDED <br />TO REDEVELOPMENT <br />AGENCY <br />Jol . iJermanis <br />i <br />Ex ' ive Director <br />SUBJECT: RESOLUTION OF THE REDEVELOPMENT AGENCY OF THE CITY OF <br />SAN LEANDRO AUTHORIZING THE EXECUTIVE DIRECTOR TO ENTER INTO A <br />CONSULTING SERVICES AGREEMENT WITH PACIFIC COAST FARMERS' MARKET <br />ASSOCIATION FOR MANAGEMENT OF A SEASONAL DOWNTOWN FARMERS' <br />MARKET <br />SUMMARY AND RECOMMENDATION <br />A seasonal Downtown Farmers' Market is being proposed to provide residents the opportunity to <br />purchase fresh, locally grown food, support local businesses and create a social gathering place. <br />The farmers' market is just one of the many projects the Redevelopment Agency (Agency) is <br />undertaking to revitalize the downtown. The Agency contribution to the Downtown Farmers' <br />Market is minimal ($26,000), decreasing annually over the three year term of the agreement from <br />$11,000 to $6,000. Staff recommends adoption of a resolution authorizing the Executive <br />Director to enter into a Consulting Services Agreement with Pacific Coast Farmers' Market <br />Association for Management of a Seasonal Downtown Farmers' Market. <br />BACKGROUND <br />In February 2007, to complement the City's TOD Strategy, the Office of Business Development <br />implemented a Downtown San Leandro marketing campaign to attract retailers and restaurateurs <br />to the downtown. Capital improvement projects are also being focused on the downtown with <br />the construction of pedestrian, landscaping and lighting improvements scheduled to be <br />completed by the end of 2008. The commercial facade improvement program, which provides <br />businesses and property owners with design and financial assistance to improve the aesthetics of <br />their buildings, was also revived last year. Downtown San Leandro Design Guidelines and <br />Principles were adopted as a can-do document to encourage businesses to improve their curbside <br />appearance. <br />To further complement the City's and Redevelopment Agency's efforts to create the downtown <br />as a walkable gathering place, the City is proposing a seasonal farmers' market. The primary <br />purpose of the Downtown Farmers' Market will be to offer community members an opportunity <br />to purchase fresh, locally grown produce and other artisan goods, provide farmers an opportunity <br />