Nur Asri is an associate at
Larisa Ortiz Associates
Fall is upon us and for LOA that means the work on a second
round of New York State
Downtown Revitalization Initiatives is set to begin. In the past year, our
work has brought us to smaller, more rural towns upstate and around the country
and with that, came many visits to local farmers markets. Farmers markets, or “multi-stall
markets at which farmer-producers sell agricultural products directly to the
general public at a central/ fixed location” are not a new phenomenon. In
fact, marketplaces have been a key economic, cultural, and social component of
villages, towns, and cities for thousands of years. Today, smaller downtowns,
are seeing a resurgence of farmers markets as economic revitalization tools,
particularly in areas with existing agricultural assets. In this post, we discuss
the potential benefits that can be reaped from a downtown farmers market and
actions that can be taken to ensure the most effective implementation of one.
Farmers markets are
community porches
Many of the farmers markets we have observed in our work,
whether intended or not, have evolved into the “front porch” of the community
and function as key gathering places. Residents and visitors from various walks
of life convene at the market through a common interest for fresh, local
produce resulting in unique social interactions.
 |
| Morganton Farmers Market at the retail core. Photo: LOA |
In some cases, farmers markets have also been key in
activating formerly underutilized spaces downtown and turning these into active
public spaces. From old warehouses to underused parking lots and vacant land,
farmers markets have the power to activate these spaces by introducing a new
public use and attracting new users of the space.
In Morganton, NC, for example, hosts a mini farmers market
every Wednesday in the warm months on a field that was simply sitting vacant by
the retail core of the downtown. Meanwhile, in Springfield, OR, a year-round
farmers market is hosted in a former church property that was purchased and refurbished
with a 3,000 SF event space.
Farmers markets
promote health and wellness
The seasonal freshness of fruits and vegetables sold at
farmers markets, the in-built nutritional value of goods sold, and the direct
linkage made between food producers and consumers, makes the markets fitting
platforms for health promotion and nutrition education. In addition, consumers around the world are
also gaining a new appreciation for and connection to their food producers, so
farmers markets are the much-needed platforms to further grow support for local
food systems.
In addition, farmers markets that offer SNAP programs also expand
low-income households’ access to healthy foods, ensuring that all local
residents are able to reap benefits from the healthy offerings at the markets
and raising nutritional levels among low-income households. Additional free programming
such as cooking and nutrition classes offered at farmers markets can often
expand the accessibility of healthy local produce by educating those households
that are unfamiliar with preparing fresh, wholesome meals.
Now, for the economic benefits.
Farmers markets are
visitor attractions
Farmers markets are also great downtown anchors that attract
hoards of residents and tourists for hours weekly. Naturally, this raises foot
traffic that may otherwise be lacking in smaller downtowns. In Springfield,
OR, for example, the famers market attracted an estimated 30,000 people and
more than 40 regular vendors in its first year of opening alone.
In a smaller, rural downtown, this regular stream of
pedestrian traffic to the farmers market translates to foot traffic into
neighboring stores and restaurants, especially when the farmers markets are
held on weekends and customers dwell times are more flexible.
Farmers markets add
to downtown retail mix
With more traditional farmers markets that host fresh
produce and specialty food vendors, these markets essentially act as the local grocery
store. In more rural parts of the country where the grocery store is typically
a big box Walmart or Wegmans or Food Lion that requires driving 15 minutes
outside of downtown, the farmers market can be a solution to bridging a hyperlocal retail gap. Its location, typically in a
downtown parking lot, means that it is far more convenient for residents in the
area to grab a carton of milk or spare eggs. Not to mention, the freshness of pastries and bread sold at the farmers
market compared to the large grocery store.
As consumer preferences shift, even grocery stores are
replacing their aisles with even more fresh, local produce and organic goods –
goods that are already filling the wooden crates at farmers markets. In 2008,
local food sales were estimated to be close to $5 billion and farmers markets
are naturally aligned to leverage the growth in this demand (if it's not already being met!).
Farmers markets
function as business incubators and accelerators
 |
| From Farmers Market vendor to..... |
Finally, and most importantly, farmers markets cut the
middlemen who typically distribute farmers’ and artisans’ goods, therefore raising
profit margins for the producers. The markets also act as business incubators
by providing the opportunities for producers and makers to first test products
directly with consumers and get real time feedback thru product samples – all
at a much, much lower cost than either setting up a storefront or selling
online. The Fresh
Friday Farmers Market in Allentown, PA, for example, has provided increased
business opportunities for local farms and food businesses proliferating in the
LeHigh Valley.
 |
| ...Storefront! This is Cedar Rapids Whiskey Sauce Co. in Ely |
Upon finessing and growing the demand for their products and
services, many farmers market vendors have then grown big enough to be able to
set up brick-and-mortar stores downtown. For downtowns that lost retail tenants
in the last economic downturn, this business incubation function of farmers
markets may be ideal to helping fill those storefront spaces. For example, in
Richmond, VA, a vacant storefront that was formerly occupied by a bakery was recently
bought over by a pastry chef who sells pastries and baked goods at the local St
Stephens Farmers Market. Although the owner will essentially be replacing
goods that were already on offer by the previous tenant, the farmers market start
has enabled her to refine her merchandise selection based on early consumer
feedback.
Other examples of farmers market vendors that have moved on
to brick-and-mortar include Blacksauce Kitchen that made its start at the JFX
Farmers' Market in Baltimore before recently opening a shop that serves
customers one day a week. In Iowa, Cedar Rapids Whiskey Sauce Co last year opened
a shop on Dows Street in small downtown Ely after making its start at local
farmers' markets and several HyVee grocery store locations.
How to ensure farmers
markets really become downtown revitalization tools:
Unfortunately, not all farmers markets have been powerful
downtown revitalization tools. There are a number of steps that need to be
taken to ensuring that the benefits we discussed above can be achieved.
Site your farmers
market in or near your retail core
 |
| Geneseo, NY Farmers Market off Main Street by local theater. |
Firstly, the location of the farmers market is crucial to
driving spillover foot traffic from the market to downtown storefronts. If the
market isn’t located in the retail core of downtown, shoppers are unlikely to
stop by adjacent storefronts after perusing the market. In Morganton, NC, for
instance, before introducing a mini market on Wednesdays on an empty field at
the retail core, hosted its weekly farmers market 0.5 mile away, far away
enough (given the hotter climate and elevations) that customers passing through
the farmers market would have to get in a car before being able to get to
downtown. And we all know, once your customer gets in the car, they’re as good
as lost. The farmers market wasn’t quite an anchor for downtown businesses
until it was introduced right smack in the retail core.
Locating farmers markets in the retail core will be
especially crucial for downtowns that have residential uses located at the
retail core or within walking distance of downtown. Having direct and easy
access to a large residential shopping demand is crucial to the success of
vendors, and of course if vendors succeed, they are likely to return to sell
goods, maintaining the critical mass of vendors needed to attract customers and
ensuring overall sustainability of the farmers markets.
Provide supportive transportation
infrastructure
 |
| City of Palo Alto installed bike racks on the street used for weekly farmers market. |
If your downtown is dense and walkable and the bulk of your
customers are residents who already live in the vicinity, then supportive
infrastructure to help customers get to the farmers market might include wide
sidewalks, pedestrian crossings, wayfinding signage, bike lanes and bike
parking facilities, and bus stops.
On the other hand, if your downtown is small and much more rural
with most customers only able to arrive by car, then convenient and
well-maintained parking lots should also be made available to support a “park
once” downtown for customers and vendors to visit the farmers market and other
businesses all at once without having to worry about moving their cars.
Complement the market with programming
 |
| Portland, OR Market Music event showcases local acts. |
Educational community programs and local music acts are some
activities that accompany farmers markets across the country and these are
great ways to further engage local residents and visitors that pass through. The
best way to find out what types of programs the local community needs is to
simply carry out an intercept consumer survey.
At the same time, programs should also be organized to help
vendors grow their business and following. The Neighborhood Economic
Development Corporation in Springfield, OR, organizer of the downtown farmers
market is an owner of properties downtown. Once vendors at the market reach a
stage of expansion that requires a larger and more regular storefront, NEDCO is
able to rent spaces it owns at lower rates to support these businesses.
Operate the market
during accessible hours
Depending on the downtown and the number of major employers
in the area, it may be effective to hold farmers markets on weekdays. In such
cases, vendors may leverage the existing daytime worker market demand during
lunchtime. On the other hand, if the weekday daytime population downtown
doesn’t exist, then a weekend market would make more sense.
Actively brand and
market
Strong local campaigns to bring awareness to and promote the
farmers market are crucial to establishing a new downtown anchor. In Livingston
County, NY, (where we’re about to embark on a Countywide Commercial District
Assessment), a Find It In Livingston campaign encourages shoppers to seek local
produce and goods by actively announcing where and when downtown farmers
markets happen on the county economic development website. The Charles City
Downtown Farmers Market similarly participates in the ‘Buy Fresh, Buy Local’
campaign, a comprehensive marketing program for farmers selling directly
to consumers, restaurants, grocery stores and other institutions.
Ensure strong
administrative capacity
As with all downtown economic revitalization initiatives,
administrative capacity and resources are required to sustain farmers markets.
In addition to support from the City, buy-in from local residents is essential
to carrying out a successful market. While the City is able to support the
market in procuring a vacant site or supplying sanitation facilities and power,
support from local businesses and individuals will ensure sustained customer traffic
and vendor participation.
If you already have a farmers market downtown and are looking to assess its impact, take a look at this economic impact study of the farmers market in Downtown El Paso: http://downtownelpaso.com/economic-ripples-felt-from-downtown-artist-and-farmers-market/
No comments:
Post a Comment