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Current Council Agenda and Past Meeting Information

 

CITY COUNCIL AGENDA ITEM NO. 17

Meeting Date: May 25, 2004

Subject/Title: Authorize the Finance Director to transfer $14,000 from the Economic
Development Department Budget to the Brentwood Agricultural Land Trust for
first year seed money for a Brentwood Farmers’ Market.

Prepared by: Howard Sword, Economic Development Director

Submitted by: Howard Sword, Economic Development Director

RECOMMENDATION
Authorize the Finance Director to transfer $14,000 from the Economic Development Department Budget to the Brentwood Agricultural Land Trust for first year seed money for a Brentwood Farmers’ Market.

PREVIOUS ACTION

None

BACKGROUND

The Brentwood Agricultural Land Trust (BALT) with the cooperation of Harvest Time has put together a proposal for a Farmers Market to be held on Thursday evenings in the Downtown during the harvest season from spring to autumn. Details of this proposal will be covered in Staff Reports for a Street Closure and a Temporary Use Permit. Economic Development and Redevelopment Staff are very enthusiastic about the proposal because it is our opinion that this event will introduce and bring many residents into our Downtown increasing its vitality.

Farmers Markets typically have a ramp up stage during which attendance by patrons and participation by vendors increases. Typically jurisdictions that want to encourage this activity will act as a sponsor and subsidize the operation during the ramp up period.

BALT has chosen Pacific Coast Farmers Market Association (PCFMA) as the managers of the Brentwood Farmers Market. PCFMA has provided the following Revenue and Expense estimates and Projected Sponsor Contributions for the next three years.

BRENTWOOD CFM
PROPOSED BUDGET
2004

REVENUE

Stall fees: Based upon:
15 Market days, June – Sep.
25 producers per day
$26.00 per producer $9,750.00
Sponsor Contribution: $14,000.00

TOTAL REVENUE: $23,750.00

EXPENSES

Staff: Including:
On-site Manager
Operations Director
Marketing Personnel
Public Relations
Administration
Office Support
Overhead $12,000.00

Marketing: Including:
Promotions
Special Events
Print Material
Electronic Media
Community Outreach $10,000.00

Site expense: Including:
Signage
Fees and Permits
CDFA fees $2000.00

TOTAL EXPENSES: $24,000.00

NET INCOME: (250.00)

PLEASE SEE NEXT PAGE FOR EXPLANATORY NOTES

NOTES ON REVENUE:

The stall fee revenue is based upon favorable weather conditions and 100% Producer attendance.

As this combination of factors is unreliable, a lesser stream of revenue may be the reality. During the first few years of operation the farmers’ stall fees are often reduced to encourage participation. Once the “crowd counts” are sufficient to provide adequate revenue to our producers, the stall fees return to $26.00. PCFMA would operate as usual, absorbing the temporary loss of revenue, with the expectation of a successful self-sustaining market in the future.

NOTES ON EXPENSES:

PCFMA has a full service staff to assure the quality management, operation, marketing and administration of a Certified Farmers’ Market.

PCFMA provides a major marketing and community outreach program. The site expense may vary, depending upon the location.

THE EFFORT NEEDED TO MAKE A CERTIFIED FARMERS’ MARKET A DESTINATION POINT WILL REQUIRE FINANCIAL SUPPORT FOR THE FIRST 3 YEARS

THE AVERAGE TIME-SPAN FOR A MARKET TO GROW AND BECOME SELF -SUFFICIENT IS 3 YEARS

PROJECTED SPONSOR CONTRIBUTION FOR 2004 IS $14,000.00

PROJECTED SPONSOR CONTRIBUTION FOR 2005 IS $14,000.00

PROJECTED SPONSOR CONTRIBUTION FOR 2006 IS $10,000.00
There has been considerable decision among Staff regarding the most appropriate funding source to sponsor this event. It is the opinion of the City Attorney and the Finance Director that funds from BALT’s Agricultural Mitigation Fee should be used. There is a question, however, of whether the existing ordinance permits an expenditure of this type. Economic Development Staff is proposing to fund the first year’s sponsorship from its Department Budget in order to facilitate an expeditious start of this very exciting program. BALT’s Agricultural Mitigation Fee could reimburse the Economic Development Departments Budget if (1) the expenditure is permitted by the existing ordinance, (2) the existing ordinance is amended to permit the expenditure and (3) the City Council wants the funding source to be from BALT’s Agricultural Mitigation Fee.

FISCAL IMPACT

The funding will come from the Economic Development Department Budget account 100-1204-70140, Special Services.
 

City Administration
City of Brentwood City Council
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Brentwood, CA 94513
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E-mail allcouncil@brentwoodca.gov