Kingfield Farmers’ Market
Report to Kingfield Neighborhood Association Board
Report completed by Joanna S. Hallstrom, KFNA Staff
1. Vendor Survey: Results of survey reflected in report. Survey results in board packet.
2. Market Location (4310 Nicollet Ave. S): contract for three years. 2006, 2007 and 2008.
a. Negotiating the contract for the use of the new site took considerable time. Negotiations started in December 2005 between KFNA, Fresenius Medical Care (leasing property) and Tom McKee (property owner). The contract was delayed because all parties involved had to come to an agreement on the scope of insurance and indemnification. A final agreement was reached the week the market opened in June 2006. Sarah Linnes-Robinson, ED of KFNA and Erik Lindseth, KFNA board chair and attorney negotiated the contract.
b. Minneapolis Public Market License: The market is officially licensed to operate at 4325 Nicollet Ave. S. (2005 site). The new site (4310 Nicollet Ave. S.) is zoned C1 and a market can operate on this site under a Temporary Use Application. Joanna Hallstrom is currently working on the site plan review for 4310 Nicollet Ave. S. for CPED, required as part of the Temporary Use Application. LeeAnn Selander of the Department of Regulatory Services is aware that the 2006 market is operating on the new site.
c. Minneapolis Zoning Code Change to Farmers’ Markets:
The City Council of the City of Minneapolis do ordain as follows:
Section 1. That Section 535.360 of the above-entitled ordinance be amended to read as follows:
535.360. Permitted temporary uses and structures. The following temporary uses and structures shall be permitted in all zoning districts, except as otherwise specified below, provided such temporary use or structure shall comply with the regulations of the zoning district in which it is located and all other applicable regulations of this ordinance.
4. Seasonal outdoor sale of agricultural products holiday items. The seasonal outdoor sale of agricultural products, including but not limited to produce, plants and holiday items, including but not limited to Christmas trees, wreaths and pumpkins may be allowed as a temporary use. Such temporary use shall not exceed a duration of thirty-five (35) days in one (1) calendar year. In the residence and office residence OR1 districts, such seasonal outdoor sale of agricultural products holiday items shall be located on institutional and public uses property only.
5. Farmers’ markets. Farmers’ markets may be allowed as a temporary use. Such temporary use shall not exceed a duration of seventy-five (75) days in one (1) calendar year. In the residence and OR1 districts, farmers’ markets shall be located on institutional or public uses sites or on zoning lots of not less than twenty thousand (20,000) square feet. Temporary farmers’ markets shall not be located in the I3 zoning district.
III. Market Staff
Joanna S. Hallstrom, KFNA Project Organizer helped with pre-summer market planning and then was on maternity leave from the end of May through July. Kathy Raleigh was hired to fulfill Hallstrom’s administrative duties as related to the market and Maura Bosch was hired to be the on site market coordinator. Sarah Linnes-Robinson, KFNA E.D. supervised the summer staff.
IV. Market Income
a. Vendor income is still being collected. Approximately 25 vendors participated in the market during the summer. $1,465.00 in vendor fees has been collected so far. A total of $885 was collected in 2005.
b. There are 16 Friends of the Market in 2006. This program raised $350. In 2005 there were 5 Friends of the Market and $150 was raised through the program.
c. There are 14 business sponsors this year and a total of $4,225.00 was raised. In 2005 there were 8 business sponsors and a total of $2,400.00 was raised for Kingfield Summer programs (the market being a main recipient of these funds).
a. Vendors were generally very happy with the new location and market set up.
b. The new application process, fees and liability insurance requirements were accepted by most vendors.
c. There is controversy over how many new vendors could be added to the market and if items (other than general produce) can be duplicated. The market is at capacity with general produce vendors (unless attendance by shoppers at the market increases). There is currently space to add about seven new vendors.
d. New vendors in 2006
Bakery: The market needs to secure a regular bread vendor for the 2007 market as well as a sweet bread vendor. Real Bread Company withdrew from the market in 2005 when Corner Table was admitted. They felt that the market could not sustain two bakers. Rustica Bakery and Corner table have both attended the 2006 market on an irregular basis, selling only sweet breads. Grand Café was a special bakery vendor at the September Second Sunday and has returned on occasion since then (also sweet breads). Amie Around Town was a key vendor (selling knish) in 2005 and has not returned.
Dairy: Castle Rock Organic Farms was invited to try out the market. They have been successful in selling ice cream and milk. They do not carry eggs or cheese which remains a product gap in the market
Other Vendor Additions: Lyndale Youth Farm, Blue Echo Jewelry, Two
Smart Cookies, Mike Yang Farm, Xou Neng Farm, Kids Craft Table.
a. Approximately 300 people attend the market on any given Sunday. Two thirds of attendees are repeat customers. Customer numbers have steadily increased over the last six years.
b. Community Survey: There will be a customer survey in the December 06 edition of the KingfieldNews to advice KFNA about what products, events etc to add to the market next year.
VII. Market Events
a. Second Sundays:
i. Customers enjoy the special music and food and community feel of these markets.
ii. Some vendors enjoy the event however sales on these Sundays are about the same as regular markets (only 3 vendors noted increased sales on Second Sundays).
iii. KFNA’s presence was more prominent at Second Sundays in 2005. Committees used the events to promote projects and to gain community input. KFNA committees did not take full advantage of these markets in 2006.
b. Community/Business Sponsor Table
i. An official community table was offered to any non-profit organization located in the neighborhood. The following groups took advantage of this: Bioneers (3 times), IRV (2 times)
ii. Kingfield business sponsors also were allowed to promote their business through an educational display or community activity at the market. The following businesses took advantage of this: Life Force Chiropractic.
a. The Kingfield Farmers’ Market Marketing Task Force met throughout the summer to plan market events and promotions.
b. There was a change in the way the market was promoted due to a partnership with 4 local markets: Midtown Public Market, Northeast Farmers’ Market, Midtown Global Market, Kingfield Farmers’ Market. Partnership markets agreed to advertise together so each market was not competing for donated ad space from the same publications.
c. The market was advertised in the following publications:
i. Minnesota Grown Catalog and web site (local market finder)
ii. Minneapolis Observer (market partnerships group ad)
iii. Citysouth (Fall edition / within Corner Table review)
iv. Minneapolis Star Tribune – market listing
v. Kingfield Web site throughout the market season
vi. Kingfield Farmers’ Market Newsletter (June and August)
vii. KingfieldNews (June and September)
viii. Land Stewardship Project web site
d. The market was promoted within Kingfield in the following ways:
i. Table at Kingfield Annual meeting.
ii. 60 yard signs distributed in Kingfield (new logo)
iii. Four color shop window signs hung in local businesses
iv. Window cling for business sponsors
v. Kingfield email list
vi. Flier in Garage Sale Packets in May (with seasonal produce guide)
vii. Flier distributed to block parties at National Night Out in August
viii. KFNA T-shirts – Market Logo
ix. Sandwich board sign at market entrance
x. Friends of the Market “memberships”
xi. Signature Ice Cream contest
xii. Hennepin County Master Gardener volunteer
Major Discussions: How to move forward
Market Future Growth:
- Should the market expand or remain a small community market?
- How will the market be supported? Vendor fees and Friends of the Market donations do not cover overhead costs (staff, supplies, insurance etc).
KFNA’s role in the market:
- Who is KFNA serving through the market; the vendor, the customer, or both?
- What are KFNA’s goals for the market?
- Is KFNA using the market to its full potential for community building?
- Do KFNA’s goals conflict with vendor interests, customer interests etc.?
- What is the role of the Kingfield Farmers’ Market Marketing taskforce?
- Who should run the Market? KFNA staff, an advisory committee, a separate organization?
Does KFNA want a farmers’ market in the neighborhood?
- How will the KFNA board support the market?
The board needs to make a decision about the future of the market, including discussion of the issues mentioned above. The market can easily continue as is for two years, but it is not financially sustainable and at the end of that time it will probably just end. If KFNA wants the market to be sustainable Staff feels is needs more consistent attention throughout the year, and the Market Coordinator needs to carry on a larger role in the administration of it, not just the on site operation of the market. KFNA Staff has been debating the various points above throughout the year and we all believe in the value of the market yet do not have the capacity to run it, nor even plan it in a manner that we feel it needs to be sustainable. If KFNA wants the market to continue they need to start sharing the hard work of clarifying goals, looking at options for operation, participating on site, and creating a plan for its future. Without serious investment of time and energy the market will not last long.