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Downtown Farmers' Market 2 April 14, 2008 to sell their products locally, benefit local businesses and create a social gathering place in the downtown area at an accessible location. In December 2007, the City issued a Request for Proposals for Management of a Downtown Farmers' Market. Pacific Coast Farmers' Market Association (PCFMA), a non-profit organization that operates over 40 certified farmers' markets in the bay area, including ones in Jack London Square, Alameda and Pleasanton, has been selected by staff as the preferred market manager. PCFMA has been operating farmers' markets around the bay area for 20 years. Their established relationships with more than 500 producers will enable them to select the most appropriate vendors for Downtown San Leandro. A seasonal market is planned for Wednesdays between 4:00 p.m. and 8:00 p.m. from May to October. The 2008 season will run between May 14 and October 22. In addition to vendors selling fresh fruit, vegetables, baked goods, flowers and specialty foods, vendors will also offer prepared foods that people can enjoy at the market. Seats will be provided for outdoor dining. The location selected for the Downtown Farmers' Market is Parrott Street between East 14th Street and Washington Avenue due to this area's ability to successfully handle pedestrian events, such as the Sausage and Suds Festival. Initially, Parrott Street will be closed between Washington Avenue and just west of the entrance to Washington Mutual Bank's parking lot. Vendor stalls will be set up in the street and in the Scribner Center' s parking lot. The Redevelopment Agency has been working closely with the Downtown Business Association to ensure the market's success. As farmers' markets provide an economic benefit to the surrounding businesses (for each dollar spent at the market, three dollars are spent at nearby businesses), downtown businesses should benefit from the market. Nearby businesses and residents were informed of the upcoming market, and a public meeting was held in February. Agency staff will be working with the local businesses to encourage them to stay open during market hours and hold promotional events. To encourage people to not just shop at the market, but meet at the market and enjoy an evening with neighbors and friends, special events will be held. The Downtown Business Association will be assisting PCFMA in planning many of the events. The first Wednesday of the month, a professional chef will provide cooking demonstrations using seasonal ingredients. The second Wednesday of the month, a band will provide entertainment. The third Wednesday of the month will be a family market with entertainment for kids such as a puppet show, music, or a clown who makes balloon toys. The fourth Wednesday of the month will feature wine tasting. An events calendar is included in Exhibit A to the Agreement. The Consultant Services Agreement between the Agency and PCFMA includes a three year fee of $26,000 ($11,000 in FY 2008-09; $9,000 in FY 2009-10; and $6,000 in FY 2010-ll). Exhibit B includes the Final Operating Budget. The cost of the farmers' market is to be paid by the Joint Redevelopment Area. The Redevelopment Agency has budgeted $15,000 in the Fiscal Year 2008-09 Proposed Budget from the Joint Project Redevelopment Area for the Downtown Farmers' Market. The remaining $4,000 in the FY 2008-09 Proposed Budget will likely be expended on marketing. The G:ADEP'I\Office of Business Development\Files EDA\Farmer's Market- Downtown San Leandro~PCFMAAgreementCouncilMemo4-21-08.docx