Creation of Cicero Farmers Market Julie Raddell Frostburg

Creation of Cicero Farmers’ Market Julie Raddell Frostburg State University December 2012

Overview of Project Goal of this thesis project was to show steps necessary to start a market. This project essentially ended when the market opened.

Project Proposal Personal reasons Responsibility of Recreation Supervisor Town Board approval to look into further

Development of Budget Bottom Line: Must be a self-sufficient program. Only accounted for Direct Costs 22 Weeks – Beginning of June to end of October Revenues 8 farmers/wk x $10 x 22 wks TOTAL $1760 Expenses Market Manager ($50/week) Insurance Paper/Ink Advertising Portable Toilet TOTAL $1100 $0 $250 $1625

Selecting Potential Locations selected based on potential vendor/customer accessibility, space and visibility. Each location was then contacted and permission was requested to be included on survey. › › › Driver’s Village Marketplace Mall Home Depot Target Country Max Plaza Cicero Family Sports Center

Potential Locations 1. Driver’s Village 2. Marketplace Mall 3. Home Depot 4. Target 5. Country Max Plaza 6. Cicero Family Sports Center 6 5 4 3 2 1

Needs Assessment Survey Distributed to the community beginning June 2011 Multiple outlets used to distribute survey to community. › Press Releases › Email list serves › Local chamber of commerce › 3 libraries › Cicero Senior Center

Survey Results 505 completed surveys collected In addition, numerous emails and phone calls were received Just one negative reply. Concern that market may hurt local farmers.

Community Involvement Making Market Decisions Why Involve the Community? › Provide sense of ownership of market › Increase attendance › Tailor market to the needs/wants of the community How? › Collected emails from interested persons on survey. Emailed announcements out at beginning of process. › Held a Public meeting to decide most basic, but important decisions.

Community Involvement Making Market Decisions continued. . . Survey Results Location: Country Max Day: Thursday Time: AM and early PM Community Decision Driver’s Village Tuesday 4 to 7 pm

Community Involvement Creation of Market Board Responsible for recommending guidelines and policies of the market to the Town of Cicero. All final decisions, however, made by Town of Cicero. Seven board members, plus liaison from Town of Cicero and Driver’s Village.

Community Involvement Creating Logo Again, to provide sense of ownership. Advertised contest via high school, email list serves and press releases. Once finalists chosen, forwarded to community for a vote.

Market Manager Required at market to settle disputes, place vendors, collect payments, greet customers. Started the process in early May. Did not advertise in papers. Sent email to 65 people that expressed interest in market via surveys. Also advertised on Facebook page. Two candidates interviewed; both ultimately turned down position. No Market Manager hired.

Outside Funding Sources Fresh Connect Grant › “…the Fresh Connect program enhances nutrition and economic health in New York State by increasing access to locally grown, fresh foods by low-income and/or underserved communities… the Program will partner and contract with local entities to develop and administer projects that will increase access to locally grown, fresh foods by lowincome and/or underserved communities in New York State through direct marketing activities. ” › Grant available to markets in New York State. › Grants available up to $10, 000. Requested $3, 950. › Applied March 30, 2012. Notification received on May 3, 2012.

Outside Funding Sources SNAP/EBT › Food stamp program for eligible participants to be used on eligible market products. Fruits, vegetables, bread, dairy, maple products, seeds/plants, baked goods, for home consumption, etc. › Market issued $1 wooden tokens to be used only at Cicero Market. Never expire. › Considered a funding source because all fees associated with using wireless terminal will be reimbursed in February 2013. Monthly and per transaction fee › No end cost to the town.

Marketing Plan Attracting Farmers Adoption of Rules and Regulations Affordable stall fee rates Direct mailing Public meeting Addition of “Cicero Farmers’ Market” to local market pages/blogs

Marketing Plan Attracting Customers Press Releases during every step of the process! Creation of Facebook page. Collected 100+ fans BEFORE market opened. Recipes handed out each week to invite customers to come back each week.

Marketing Plan continued… Radio interviews on news radio station and popular morning show. Live segment on day of market opening on Bridge Street.

Partnerships Driver’s Village › Provided no financial support directly. › Maintained grounds, printed signs, fixed pavement issues (tripping hazards) › Advertised the market in-house to 500+ employees Local non-profits › Were provided space at no cost › Intention that each non-profit would bring in additional customers to the market. True in some cases, but not all.

Grand Opening Great turnout from community! Held official ‘ribbon cutting. ’ Largest vendor stated their daily profit was comparable to larger, established market. Coverage of event was printed in 2 local papers.

Season Overview HOT and Windy! Daily number of vendors peaked in July with 17. 25 unduplicated vendors registered during the season. Ended season early due to lack of vendors after Labor Day Senior citizens were majority of clientele. Number one customer issue – parking! Largest vendor stopped attending in August due to decreasing attendance and profits. Issued refunds to 4 full-season vendors for $40 to encourage continued attendance. Free to all weekly vendors after Labor Day.

Lessons Learned If hiring a Market Manager for 2013, begin the process much earlier. Include that person in the planning stages to give them a sense of ownership. Close the market after Labor Day. Continue to advertise the market through as many avenues as possible. Farmers and vendors are priceless in attracting vendors.