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Downtown Farmers' Market 2 January 6, 2011 Average Increase Number of Maximum Year Attendance Prior Year Vendors Producers 2008 1,320 37 43 2009 1,760 33.6% 40 44 2010 1,920 9.2% 41 46 In addition to vendors selling fresh fruit, vegetables, baked goods, flowers and specialty foods, vendors also offer prepared foods for people to enjoy at the market. A gathering place has been created in the Scribner Center parking lot each week and it is quite popular. A total of 10 tables and 200 chairs have been purchased by the Redevelopment Agency to encourage people to spend time at the market. The market hosts weekly themes including: Cooking Demonstrations — professional chefs share recipes and cooking tips using products available at the market and a nutritionist is available to educate the public about healthy eating. Green Market Days — promote recycling, growing produce, and composting. Family Entertainment — music and entertainment catering to children. Wine Tasting — hosted by the San Leandro Downtown Association. The Farmers' Market is a successful partnership with PCFMA managing and operating the market, City staff hosting the information booth and overseeing management, and the San Leandro Downtown Association scheduling the weekly music and managing and sponsoring the monthly wine tasting program. Additional opportunities are provided for local businesses through the Merchant at the Market program to share information about their goods and services. In 2008, the City contracted with PCFMA to manage and operate the market for three years at a cost of $26,000 paid by the Joint Redevelopment Project Area. Staff recommends a new three year contract with PCFMA with the following enhancements: • Season extended by two weeks to start in mid -April and run through October • PCFMA to add a Market Ambassador to staff the Information Booth for half of the markets at an annual cost of $1,300 (which equates to an annual savings to the City of over$1,000) • An increase in BART advertising, and additional monthly advertisements in partnership with the San Lorenzo and Irvington Farmers' Markets. The proposed contract includes a three year not -to- exceed cost of $29,400. This increase due • to the addition of the Market Ambassador and the fact that the Redevelopment Agency requested $4,000 annually to be added for Entertainment back in 2008. It is likely that the Redevelopment Agency subsidy will be less than the proposed $9,700 per year as for the past two years PCFMA's stall fees have covered the cost of the additional entertainment. CONCLUSION The Downtown Farmers' Market is an important component of a vital downtown. Staff • recommends the Business and Housing Development Committee authorize the City Manager to enter into a Consulting Services Agreement with PCFMA for the management and operation of the 2011 -2013 seasonal Downtown Farmers' Market at a cost not -to- exceed $29,400.