RDA Agmt 2008 Pacific Coast Farmers Market Assn

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Pacific Coast Farmers' Market Association Knowledge and Understanding of Local Environment: Page 9 While PCFMA has not worked directly with the City of San Leandro, PCFMA's experience in working with city agencies in other communities around the Bay Area has prepared it to take on the responsibilities of managing the Downtown San Leandro Farmers' Market. PCFMA would seek work in partnership with the City of San Leandro and other civic organizations to make the Downtown San Leandro Farmers' Market a success. PCFMA would seek out opportunities to join local organizations such as the San Leandro Downtown Association or the San Leandro Chamber of Commerce, and seek ways is which a partnership with these organizations can benefit the farmers' market and the community as a whole. PCFMA relies on the partnership of these types of civic organizations to help open the market to local businesses through the Merchant at the Market program. The Merchant at the Market program provides space within the farmers' market for local businesses at no charge. Businesses participating in the Merchant at the Market program do not make sales while in the market, but instead promote their goods and services to farmers' market shoppers. To ensure that the businesses asking to participate are indeed local businesses, PCFMA works with an organization of local businesses such as a downtown association or chamber of commerce and either requires that the businesses be members of that group, or provides preferential reservations to those businesses that are members. The Community at the Market program works in a similar manner, making space available free of charge to local not-for-profit organizations that might wish to promote their services, conduct community education, or advertise an upcoming event. Even as PCFMA gains experience within San Leandro, and its familiarity with local businesses and community organizations grows, PCFMA will continue to value these partnerships with local organizations and work to sustain them as part of the market's operational strategy. Project Organization: PCFMA's office is open every weekday, from 8:30am to S:OOpm, except for major holidays. During office hours staff members are available to answer questions and pass on messages to staff members that are in the field. All staff members have voicemail boxes and email addresses that they can check remotely, as well as when they are in the office. PCFMA anticipates having at least four staff members in the Downtown San Leandro Farmers' Market on opening day, including the individual that will be assigned as the regular market manager for the Downtown San Leandro Farmers' Market. In the weeks that follow, the number of staff will be adjusted to respond to the needs of the market. In most markets, a single manager is able to handle all of the daily onsite responsibilities, but in a number of markets, the size of the farmers' market or the complexity of the layout may necessitate additional staffing. When needed PCFMA provides an assistant manager for the market or even co-managers to ensure the market operates smoothly and safely. All of PCFMA's market managers are PCFMA staff members, not consultants or contractors. In 2007, over 80% of PCFMA's market managers were full-time employees receiving full benefits from PCFMA. Key Personnel: This project will be led by John Silveira, Director of PCFMA, under the general direction of the PCFMA Board of Directors. John Silveira is the Director of the Pacific Coast Farmers' Market Association. He has been with PCFMA since 1992, previously serving in the positions of Market Manager and Operations Director before taking on his current role as Director in 1999. Before joining PCFMA, Mr. Silveira served for two years as General Manager of Tri Weber Farms in Dinuba, California where he was responsible for direct marketing sales of Tri Weber's commodities at 32 farmers' markets weekly. Before Mr. Silveira began his work in the agriculture industry, he served in the United States Navy for nine years as an air traffic controller.