HomeMy WebLinkAbout2011-11-21 CorrespondenceTammy Neumann
Parks and Recreation Department
220 South Gilbert Street
Iowa City, Iowa 52240 -1632
Dear Tammy:
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2011 110',121 P ? 15E
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April 6, 2011
We are a group of Iowa City Farmers Market business owners, and we are writing in response to
the Downtown Association's request to move the Iowa City Farmers Market from its current
covered location in east downtown to the central downtown streets. We know that many vendors
and customers have already written to, emailed, and called you to express, in detail, their
concerns about this idea. Instead of reiterating what others have already said, we would like to
raise another concern. We believe that the DTA's proposal is an example of the short-term,
reactive devision- making that has, unfortunately, characterized Iowa City — particularly the
downtown area —for the past several years. Although the DTA's proposal might benefit some
downtown merchants in the short term, we feel that it fails to take into consideration the long-
term needs and goals of both the Market and the community as a whole.
Before any decision is made about the Market's future, we feel it is imperative that all the
Market's stakeholders— business owners (both Farmers Market business owners and owners of
storefront businesses), city representatives, and Market customers — carefully consider these
questions: What is our long -term goal for the Farmers Market and its place in Iowa City? How
can we best use the Farmers Market to strengthen Iowa City's economic and social fabric,
increase Iowa City's role as a regional leader, and ensure wise future development of Iowa City's
resources? Which decisions will put us on the path to that goal, and which will lead us away
from it?
Level of customer satisfaction with the Farmers Market's current location
It is particularly important, we would argue, to make decisions which will maintain or increase
customer satisfaction with the Market. For our Market to continue to prosper, we need
customers who continue to be enthusiastic about and committed to shopping at the Market. A
2009 survey of 1500 Iowa City residents, distributed randomly with the water bill, found that
Market customers are overwhelmingly satisfied with the Market's current location. 530, or 69 %,
of the 601 residents who responded to the survey said that the Market's location needed "No
Improvement," and a further 18% said it needed only "Some Improvement" —that is, 87% of the
Iowa City residents surveyed saw no reason to move the Market. We believe that many elements
of the Market's current location contribute to its success and to its customers' satisfaction.
Chauncey Swan Parking Ramp provides the Market with a location which is both open -air and
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all- weather, where customers can have the feeling of an outdoor market while still being
protected from the weather. Parking in and near the ramp is plentiful, close to the Market, and
free, and the ramp parking allows customers to park and shop under cover in bad weather, as
well as increasing accessibility for customers with impaired mobility. The Market itself is
compact, contained within the space of about a city block, a size which makes it easy for
customers to walk. Chauncey Swan Park, which adjoins the ramp, provides a pleasant green
space for music, dining, and socializing, as well as a safe play area for children. The Market is,
in addition, centrally located, within a block of the Robert A. Lee Recreation Center, New
Pioneer Co -Op, the Public Library, and the pedestrian mall; and within easy walking distance of
most of downtown. Furthermore, the fact that the Market is not in central downtown means that
it is relatively unaffected by the parking problems and crowds associated with football game
days and some Summer of the Arts events — something many of our customers seem to
appreciate.
The Farmers Market's current role in Iowa City -- N
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The Iowa City Farmers Market is a valuable asset for the city. Apart from its unigt 8 s tp ouf l
knowledge, it is the only covered open -air weekly market in the state of Iowa —it is'a:vital 1� rt
of this community's social and economic fabric. The Market is one of Parks & Recreation'S7most
popular programs. In the 2010 America's Favorite Markets competition, sponsored by thee) t
American Farmland Trust, the Iowa City Farmers Market ranked 10th nationally among large
markets (markets with 56 or more vendors), garnering more customer votes than many markets
in much larger cities, including St. Paul, MN; Austin, TX; Olympia, WA; Phoenix, AZ; Omaha,
NE; and Cleveland, OH.
The 2009 survey referenced earlier found that of the 601 respondents, 592 -91 % —had attended
the Farmers Market during the 2009 season, most of those (495, or 55 %) weekly. In the Parks
and Recreation Department's 2008 citizen survey, 72% of respondents indicated a need for a
Farmers` Market (an estimated 18,070 households); 86% of respondents indicated that the
current Market is meeting their needs at the 75% level or better, and 54% felt it meets their needs
100 %. 58% of respondents indicated that the Market was one of the four programs most
important to their households, and it had the highest percentage of respondents select it as the
most important program for their households. 57% of respondents named the Market as one of
the four Parks & Recreation programs in which they participated most often (and again, the
Market had the highest percentage of respondents select it as their first choice). For many of our
customers, the Market is both a place to shop and an important social destination, a place to meet
friends, chat with vendors, and enjoy Market events.
The size of the Iowa City Farmers Market clearly demonstrates Iowa City's enthusiasm for its
farmers' market. At 110 vendors, it is a large market for a community this size. (By
comparison, Madison's Dane County Market Saturday markets are held to: 150 vendors; Madison
has a population of approximately 210,000. The Cedar Rapids downtown market has 200
vendors; Cedar Rapids has a population of approximately 127,000. Iowa City's population is
approximately 68,000, and the population of the entire Johnson County /Washington County
metro area is only 149,000.) That we support such a large market relative to the size of our
community says a great deal about the enthusiasm Iowa City has for its market.
And of course, the Market is important to Iowa City's economy. Many studies of the economic
impact of farmers' markets have shown that markets, in general, tend have a positive economic
impact on their communities. Customers who shop at the market tend to shop at other businesses
within the community as well. A growers' market like Iowa City's —where local vendors sell
things they've grown or made —tends to keep shoppers' money within the community, as
customers buy locally - produced goods from local vendors. Although farmers' markets represent
a small percentage of the national agricultural economy, they are also a fast- growing segment of
that economy, as more people become interested in buying sustainable and locally - produced
food. The Market's rapid growth over the past five years or so —and the fact that many of its
vendors regard it as one of the best markets in the region — clearly indicate that the Market caa ,
and most likely does benefit Iowa City economically.
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The Problem'
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Because the Iowa City Farmers Market has such an important place in Iowa City's ecmiic -Tnd a�
social fabric, we believe that the City and the Parks & Recreation Commission should- .cbi
The DTA's proposal is essentially focused on the short term —on the immediate needs of the
downtown merchants, rather than on the long -term goals of the community. Instead, we would
like to see everyone involved with the Market thinking not about what we can do tomorrow, but
about what is possible for the Market. What is our ideal? In the best of all possible worlds, what
place would this Market have in the city, in the region, in the nation?
To that end, we would like to propose that during the 2011 Market season, a strategic planning
group for the Iowa City Farmers Market be formed. This group would consist of representatives
from all of the Market's stakeholder groups -- customers, Market business owners, the Market
Coordinator, representatives from the City departments most affected by the Market (parking,
streets, etc.), the City Manager or his representative; and representatives from other significant
stakeholder groups (for instance, members of the local foods community). The purpose of this
group would be to consider the Market's current and potential roles in the community, create a
vision for the Market's future, and draft a plan for achieving that vision.
We would also like to see, as part of this process and throughout as much of the course of the
process as possible, open meetings for Market business owners, customers, and other large
stakeholder groups to make their views known. At least one of these sessions should be held
specifically for Iowa City's young people, from kindergarten through high school, since Iowa
City's young people are also the Market's (and the city's) future. Sessions should also be
scheduled with groups who might have special needs as the Market continues to evolve —for
instance, senior citizens —and groups whose connection to the Market could be further
strengthened —for instance, college students. In addition, surveys of Market vendors and
customers should be conducted over the course of the 2011 season to gather further information
about vendor and customer attitudes toward and ideas for the Market. Many people feel they
have a deep personal stake in the Market —for the Market's business owners, that stake includes
their families' livelihoods —and we feel that any strategic plan will serve stakeholders best if
they are given a frequent and active role in the discussions. We would like to see the planning
group convened by the middle of the summer of 2011, and would hope that it might produce a
strategic plan by the beginning of the 2012 Farmers Market season.
Building partnerships between the Market and Central Downtown
We believe that both the Farmers Market and downtown merchants could benefit,,,, oin increased
cooperation, and we would like to propose that while the process of planning fof the Matxt's
future is underway, the Market and the Downtown Association discuss ways these two groups of
business owners can work together. That said, we don't think that moving the Market from its
current location to the central downtown streets would be the most beneficial or even the most
effective form of partnership for either group.
Such a move would require Market vendors to take significant financial risks and would
inconvenience Market customers. It would, furthermore, be unlikely to solve —and might even
contribute to —the problems underlying the central downtown's current economic situation. A
customer survey conducted for the city's 2007 Downtown Market Niche Analysis suggests that
for Iowa City residents, the primary deterrents to shopping downtown are lack of selection and
variety; a perceived lack of available /free parking; limited store hours; high prices; and an
overabundance of bars and restaurants. These are not problems moving the Market is likely to
solve; the parking problem is one the presence of the Market downtown might even exacerbate.
We believe that there are other, less risky, and potentially more effective ways in which the
Market and the Downtown Association could cooperate. We suggest that any partnership
between the Market and the DTA begin with smaller steps, rather than something as drastic and
irrevocable as moving the Market. Some forms such a partnership might take could include:
Coupon exchanges. Many communities organize coupon programs which link farmers'
market and storefront merchants. For instance, on certain weekends during the summer,
Market vendors might hand out a 10% coupon for downtown businesses; downtown
businesses could reciprocate. The Downtown Association might help underwrite the cost of
the program.
Customer education. Although the Market has strict rules about the presence of non -City
non - profit organizations at Market, the Market might consider ways to allow the Downtown
Association, Chamber of Commerce, and other business district associations some sort of
presence at the Market, which they could use to educate customers. In exchange, these
groups might agree to promote the Market in their business districts (through posters, flyers,
and other customer information).
Transportation for customers. Since parking is a perennial concern for Iowa City residents,
and since parking near the Market is generally seen as being more available than parking in
central downtown, a free shuttle bus service might be provided between the Market, central
downtown, and perhaps other business districts (e.g., the Northside, Near Southside, and
Riverfront districts). This might also increase accessibility for customers who are not able to
walk from the Market to other parts of downtown. This would undoubtedly be more costly
than some other forms of partnership; it could perhaps be jointly funded by the City and the
participating business districts.
More safe and attractive walking routes between the Market and downtown.
Improved /increased street landscaping, enhanced walks and street crossings, increased
crosswalk safety measures (particularly on the Washington and Gilbert Street crosswalk),
banners, and other small -scale improvements might make the walk from the Market to
downtown more attractive and accessible, encouraging more Market customers to visit the
downtown —and vice versa.
Stronger partnerships between the Market and local chefs. Market /chef partnerships are
quite common in farmers' markets nationwide, and the Market already, in fact, has a popular
Chef at the Market program which brings local and regional chefs to the Market to conduct
cooking classes. The Market's current partnerships with area chefs could be expanded. For
instance, chefs and Market business owners could coordinate advertising efforts (for
instance, restaurants which source their meat or produce from the Market could include t
Farmers Market logo in their menus, and Market growers who provide produce o mat t9na
restaurant could advertise that fact somewhere in their Market stall). Another poss3>u3ity
might be starting a special Wednesday evening "Dine Out at the Market" prograifi :' tict -)
would allow a different local restaurant every week to offer a limited menu of their most
popular dishes to Market customers. (We can imagine similar sorts of partnerships between
the Market and other kinds of businesses which buy from Market vendors.)
Sunday Markets. Once or twice a summer, as a special event —much like the winter Holiday
Markets — Farmers Market vendors might be invited to hold a Sunday Market on the walking
mall or elsewhere in central downtown. Sunday Markets would be a good way to test the
concept of a street market in Iowa City, without interfering with Market business owners'
regular Saturday Market schedule or putting them at undue financial risk. Sunday Markets
would also allow the DTA to schedule a market around (not in competition with) Arts
Festival, Jazz Festival, football game days, etc.
Cross promotion of existing special events. The Farmers Market and the DTA might more
carefully coordinate the schedules of the indoor Holiday Markets and downtown's holiday
events, perhaps promoting them together as an all- downtown Iowa City Winter Festival -type
event. A free shuttle bus could transport customers between the Holiday Markets and central
downtown. The Market and DTA could also coordinate promotion for Summer of the Arts
events. In addition, the Market could provide information about downtown events at the
Market Master's table, and Market events could be advertised on the kiosks downtown.
Open lines of communication. The DTA and Farmers Market business owners might meet
formally once or twice a year to discuss ways in which the two groups can work more closely
together over the coming year. We would also suggest that a representative of the Farmers
Market— perhaps the Market Coordinator or a representative of the Farmers Market's
vendors—become a member of the Downtown Association, in order to facilitate
communication between the Market and the DTA.
New special events. The DTA and Farmers Market might work together with other business
districts (Near Southside, Northside, the eastside district near New Pioneer Co -Op) to
develop events which will draw customers to all areas of downtown. For example, the DTA
might develop special Saturday morning events which could be promoted at the Market or
held in conjunction with Market events, or the DTA and Market might work together to
develop a Local Food Walk or Local Food Festival which would highlight both the Market
and the local restaurants that use Iowa - produced foods in their menus. .
Sponsorship opportunities. The Downtown Association or its members might increase their
visibility to Market customers by sponsoring all or part of a major Market event —for
example, Kids' Day or Opening Day.
We believe steps like these would be a more beneficial way for the Market and the DTA to build
a working partnership than the more drastic step of relocating the Market to the streets. Yes,
most of these are relatively small steps, but we believe that as such they will be relatively low -
risk and affordable for both partners. In addition, all of these steps would give the DTA and the
Market an opportunity to build a mutually beneficial working relationship, and all of these ;tgps
could be expanded relatively easily to help the Market form similarly beneficial partnership
with other business districts and other organizations. ---
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We hope that these ideas can help the city, the Market, and the Downtown Association have a
more productive discussion about the future of the Iowa City Farmers Market. Thank you for
considering our proposal. If you have any questions or concerns, please don't hesitate to contact
Martha Boysen at 358 -0616 or mboysen @mwci.net.
Sincerely,
Martha Boysen, Prairie Dog Bakery
Kristin Kromray, Spiral Tree Soap
Regina Miller, Life is Sweet Bakery
Lois Pavelka, Pavelka's Point Meats
Mickey Miller, Pure Prairie Gardens /Mount Vernon Confections
cc: Tom Markus, City Manager
Michael E. Moran, Director, Parks and Recreation Department
Iowa City City Council Members
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