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Report regarding approval of a sponsorship agreement with the West Coast Farmer's Market Association for the reopening of the South San Francisco Farmers' Market at Orange Memorial Park. (Leslie Arroyo, Deputy City Manager)
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RECOMMENDATION
Recommendation
Staff recommends the City Council adopt a resolution approving a sponsorship agreement with the West Coast Farmers' Market Association to reopen the South San Francisco Farmers' Market to a year-round Farmers' Market located in the back parking lot of the Joseph A. Fernekes Building at Orange Memorial Park, operating from 9:00 a.m. to 1:00 p.m., starting Saturday, May 13, 2023.
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BACKGROUND
Since 2009 to 2019, the South San Francisco Farmers' Market (Farmers' Market) operated annually in the back parking lot of the Joseph A. Fernekes Building at Orange Memorial Park on 26 consecutive Saturdays from 10:00 a.m. to 2:00 p.m. beginning the first week in May to the last week in October. It was managed by a contractor, Pacific Coast Farmers' Market Association (PCFMA), under the supervision of the City Manager's Office.
To stimulate attendance, in 2010 it was moved to the South San Francisco BART Station; however, due to lower attendance, in 2011 it returned to Orange Memorial Park. Over the years, attendance at the Farmers' Market slowly lost momentum despite the City's effort to boost the vibrancy of the Farmers' Market and increase foot traffic, by featuring weekly special events, including a Bike Rodeo and Electric Vehicle Showcase; promotions, including a free tastings booth and giveaways; as well as guest booths, including City departments and non-profit organizations. In 2020, the global pandemic hit, and the Farmers' Market was closed.
In 2022, staff approached Pacific Coast Farmers' Market Association and they were unable to add another City to their roster, so staff researched and found the West Coast Farmers' Market Association (WCFMA). WCFMA currently operates many successful Farme...
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