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HomeMy WebLinkAbout09. Farmers Market location AGENDA MEMO DATE: April 13, 2010 TO: Mayor and Members of the City Council FROM: Office of the City Manager By: Desi Alvarez, Deputy City Manager SUBJECT: Relocation of the Downtown Downey Farmers’ Market RECOMMENDATION That the City Council consider relocating the Downey Farmers’ Market from Second Street between New Street and La Reina Avenue to Downey Avenue between Second and Third Streets, and authorize the closure of Downey Avenue between Second and Third Streets every Saturday from 7AM to 3PM. INTRODUCTION On January 12, 2010, the City Council requested an opportunity to revisit the location of the Downey Farmers’ Market. The Farmers’ Market was established by the City Council on February 12, 2008 at which time the Council designated that it be located on Second Street between New and La Reina. The proposed new location for the Farmers’ Market is Downey Avenue between Second and Third Streets. BACKGROUND On January 24, 2008, the Downtown Subcommittee reviewed and discussed five potential locations for the market as follows: 1. Second Street between New St. and Downey Ave. 2. Downey Landing 3. Barbara J. Riley Community & Senior Center, 7810 Quill Dr. 4. Downey Transit Depot, 8150 Nance St. 5. Downey Adult School/Columbus High School After discussing the positive and negative features of each location, the Downtown Subcommittee recommended to the City Council that the farmers’ market be operated on Second Street between New Street and Downey Avenue, if permission is obtained from property owners on both sides of the street. The City Council voted to adopt that location, and added the provision that the market be located on Second Street between La Reina and New Street, if necessary. At its March 11, 2008 meeting, the City Council authorized a contract with California Certified Farmers Markets (doing business as Raw Inspiration). Raw Inspiration operates the market free-of-charge to the city in exchange for the waiver of street CITY OF DOWNEY, CALIFORNIA Mayor and Members of the City Council Relocation of the Downtown Downey Farmers’ Market April 13, 2010 Page 2 closure permit fees and business license requirements for the farmers and agricultural vendors. On October 28, 2008, a report was given to the City Council on the operation of the Farmers’ Market. At the time, staff found that over 80% of market patrons were Downey families. The rest of market patrons come from throughout the Gateway Region, mostly from Bell, South Gate, Bellflower and Norwalk. The market opened on April 19, 2008 with 25 vendors and quickly expanded to 30-35 vendors weekly. Despite the economic downturn, sales have remained relatively unchanged over the past twelve months.On April 24, 2010, a special anniversary event, sponsored and managed entirely by Raw Inspiration, will feature activities and special prizes for families and market patrons. The Downtown Subcommittee recently considered the relocation of Downey Farmers’ Market to Downey Avenue between Second and Third Streets and concurs with the relocation of the market. DISCUSSION The relocation of the Farmers’ Market to Downey Avenue will affect traffic and existing businesses along that roadway. To determine the potential impact on traffic and businesses, Saturday traffic counts were collected over two weekends, and businesses along Downey Avenue were contacted. Daily traffic counts Traffic Volumes on Downey Ave. between Second and Third St. were recorded for Saturday, March 20 900 and Saturday, March 800 27, to determine the 700 impact a potential street closure would 600 have on local traffic. 500 It was found that 400 4,500-5,600 vehicles March 20March 27 300 travel on Downey 200 Avenue between 100 Second and Third Streets between the 0 hours of 7AM and 7:008:009:0010:0011:0012:0013:0014:0015:00 3PM. Hour Mayor and Members of the City Council Relocation of the Downtown Downey Farmers’ Market April 13, 2010 Page 3 The portion of traffic that is not going to Downtown Downey will find alternate routes along parallel streets with the two most likely alternates being Brookshire and Paramount. Although only the segment of Downey Avenue between Second Street and Third Street will be closed, most through traffic will divert at Firestone Avenue or Fifth Street. The volume of traffic on Saturdays is such that the diverted traffic will be easily accommodated on adjacent streets. Business owners on Downey Avenue between Firestone and Fifth Street were asked how their business might be impacted by relocating the Farmers’ Market onto Downey Avenue and the necessary closure of Downey Avenue from 7AM to 3PM on Saturdays. Despite repeated requests, the managers/owners of five businesses could not be reached for an opinion. Of the approximately fifty remaining businesses, 74% were in favor or were neutral with regard to moving the market. Some felt it would have no impact on their businesses, and many are closed on Saturday. Others were excited by the prospect of more potential patrons in such close proximity, and believe that the relocation of the market could have a positive impact on their sales. Because of concern over parking, accessibility, and noise, 26% of businesses were opposed to moving the market onto Downey Avenue. Specifically two businesses rely upon easy access to delivery vehicles and one business requires relative quiet for its patrons. Also, there are two businesses which rely upon quick curb-side pick-up and drop-off, as their customers tend to choose which business to patronize based upon ease of access. Finally, many salons on Downey Avenue are concerned about parking for their patrons, many of whom are elderly or handicapped and therefore cannot walk long distances from their cars to the salons. Approximately 4 weeks’ lead-time will be required to facilitate the movement of the market by Raw Inspiration. This allows for the generation and processing of necessary paperwork and documentation at the California Department of Agriculture and the Los Angeles County Health Department. It should be noted that the semi-permanent street banners and posters, which represent a $5,000 investment by the City, are all printed with the market location on Second Street. These would need to be removed, but would not be replaced due to the current economic downturn. FISCAL IMPACT There is no planned expenditure associated with this item.