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To:
From:
Submitted by:
Subject:
CITY OF CARMEL-BY-THE-SEA
Council Report
May 6, 2014
Honorable Mayor and Members of the City Council
Jason Stilwell, City Administrator
Janet Bombard, Library and Community Activities Director
Consideration of an Agreement With West Coast Farmers Market of the
Carmel-by-the-Sea Farmers Market at Devendorf Park and Mission Street
between Ocean and 6th Avenues Effective May 15, 2014
Recommendation(s): Approve the resolution and refer to the Community Activities and
Cultural Commission to review the agreement prior to execution.
Executive Summary:
At its October 2012 meeting, the City Council discussed the Downtown
Event ad hoc committee recommendations for a weekly Thursday
outdoor culinary event that would revitalize and bring vibrancy to the
City, and which could have the additional potential benefit of attracting
mid-week visitors who would choose to stay through the weekend. The
ad hoc committee recommendations for the weekly culinary event
included the following:
The event would meet the highest environmental and aesthetic
standards
The cuisine would be 100% organic, farm-fresh foods
Prepared foods would not compete with existing food purveyors within
the City limits, and there would be mandatory tie-ins to local restaurants,
food stores and chefs
No street closures or disruption to traffic flow
The event should encourage foot traffic
The event would be held at Sunset Center north parking lot
The event would be privately managed, and not sponsored by the City
The event would be a pilot project that would run for one year
The selection process, which included the ad hoc committee, City staff
and the Community Activities and Cultural Commission, resulted in the
City entering into a contract with the West Coast Farmers Market
Association to operate a weekly Thursday farmers market in the Sunset
Center north parking lot from June 20, 2013 through June 25, 2014.
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Analysis/Discussion:
At the February 4, 2014 meeting, the City Council approved holding the
March 27, 2014 Farmers Market at Devendorf Park and Mission Street
between Ocean and 6th Avenues, a move which was necessitated by the
Relais and Chateaux GourmetFest's occupation of the Farmers Market' s
regular venue at the Sunset Center north parking lot on that date.
The Farmers Market was very successful that day; according to Executive
Director Jerry Lami the market saw ten times its normal foot traffic, and
market vendors sold out. In addition, Mr. Lami and market vendors
received many positive comments from the public regarding the new
location.
Mr. Lami is requesting Council approval to permanently move the
Farmers Market from its current location at Sunset Center to Devendorf
Park and Mission Street between Ocean and 6th Avenues.
It is staff's opinion that the West Coast Farmers Market Association has
met the ad hoc committee goals and criteria, as well as the stipulations of
its contract. Additionally, Mr. Lami has done a good job of advertising
and promoting the market; however, it is his opinion that market traffic
and sales have been impacted by the fact that Sunset Center's location is
removed from the main part of town and is not easy for visitors to find.
In its current location the Farmers Market has averaged from 160 to 200
visitors every week; therefore, the market's attendance on March 27th
seems to validate Mr. Lami's theory. And, while there is no guarantee
that relocating the farmers market would be instrumental in attracting
mid-week visitors, the proposed new location would certainly provide a
value-added experience to both daytime and extended-stay visitors to
the City.
Relocating the market would necessitate a street closure, which deviates
from the ad hoc committee's original vision for the event. However,
closing Mission Street between Ocean and Lincoln does not impede
access to the doors of nearby businesses, which somewhat lessens the
impact of the street closure.
Mr. Lami has a plan to minimize market vendor parking on the streets
surrounding Devendorf Park, thereby leaving street parking open.
Market organizers will request three parking spaces on Sixth Street to be
used as follows: two stalls for vehicles to shuttle vendors to offsite
parking at the Vista Lobos lot, and one stall to be used as a "vegetable
valet" where market customers can drive up to have their purchases
loaded into their cars.
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Fiscal Impact:
There is also a plan to mitigate potential damage to Devendorf Park. The
Market Association will place plywood under tent poles to limit damage
to the grass, only the lighter booths will be placed in the park, and they
will lay mats down at the Mission Street entrance to the park to cut down
on wear and tear there.
The Farmers Market does not plan to use the entire park, intending to
leave benches and a large part of the park free for use by the public.
Mr. Lami hopes to extend his license agreement with the City in June in
order to continue operation of the Carmel-by-the-Sea Farmers Market.
Should Council grant his request to relocate the market at this time, Mr.
Lami would like to begin operating in the new location until such time as
a new contract would be in effect. Mr. Lami would use this as a test
period to work out the logistics of the market being in the new location.
Mr. Lami is aware that certain long-running City events such as the
Concours, the Carmel Art Festival , and the International Film Festival
occupy Devendorf Park at various times of the year. On Thursdays that
coincide with events such as these, the Farmers Market would like to
return to the Sunset Center north parking lot.
The Community Activities and Cultural Commission is working on a
recommendation to Council for streamlining the permit process for
special events in Devendorf Park on the fourth Thursday of each month.
Certain City regulations governing Devendorf Park require Council
approval (waiving the Municipal Code prohibition on alcohol in the park,
for example) and will not lend themselves to a streamlined permit
process. It is probable, therefore, that the streamlined event process is
more likely to lend itself to smaller, community events. Should Council
allow the Farmers Market to relocate to Devendorf Park, there are
several possibilities that could be explored with regard to the streamlined
events: another mid-week day such as Wednesday could be chosen for
the events, the events could be held after the close of the market at 4:00
or later, or the Farmers Market could relocate to the north lot at Sunset
Center on those event days as well.
Should Council grant the request, the Farmers Market will occupy the
park on a weekly basts, which could have the potential to impact
revenues that the City might realize from other events on those days.
The park is not currently heavily used for events, however, and it is staff's
opinion that the benefits of relocating the Farmers Market to promote its
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visibility and viability outweigh the loss of revenues from other events,
which at this point are minimal.
Special events in Devendorf Park are subject to a fee of $400 for the first
four hours of use, plus $300 per hour thereafter, for a total of $1,600.
Fees for three parking stalls total $600, and the cost for a street closure is
$365. Total loss of fees per day equals $2,565.
The City does not charge fees for the use of the Sunset Center north
parking lot; therefore, the West Coast Farmer's Market Association does
not currently pay event fees to the City.
Budgeted (yes/no) Funding Source( general fund, grant, state)
No Council discretionary funds
Previous Council Action:
At its October 2, 2013 meeting, Council accepted the Downtown Event
ad hoc committee recommendations and forwarded them to the
Community Activities and Cultural Commission for further refinement.
At the February 4, 2014 meeting, Council approved Resolution 2014-14
granting approval to hold the March 27, 2014 Farmers' Market in
Devendorf Park, closing Mission Street between Ocean and 6th Avenues
from 8:00A.M. to 4:00P.M., and waiving all fees associated with the
event.
Decision History: None
Attachments:
Attachment A- Resolution
Attachment B- City Council Downtown event and ad hoc committee's "Carmel
Artisan Food Experience Guidelines"
Reviewed by:
/city Attorney City Administrator D Administrative Services D
Asst. City Admin. D Dir of CPB

Dir of Public Svcs D
Public Safety Dir D Library Dir Other D
City Engineer D
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CITY OF CARMEL-BY-THE-SEA
CITY COUNCIL
RESOLUTION NO. 2014-
Attachment A
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARMEL-BY-
THE-SEA AUTHORIZING THE CITY ADMINISTRATOR TO ENTER INTO AN
AGREEMENT WITH WEST COAST FARMERS MARKET ASSOCIATION TO
OPERATE THE CARMEL-BY-THE-SEA ARTISAN FOOD EXPERIENCE AND
FARMERS MARKET AT DEVENDORF PARK AND MISSION STREET
BETWEEN OCEAN AND 6TH A VENUES EFFECTIVE MAY 15, 2014
WHEREAS, in 2012 the City Council created an ad hoc committee to develop
guidelines for the Carmel Artisan Food Experience and Fanners Market; and
WHEREAS, West Coast Fanners Market Executive Director Jerry Lami is requesting
permission to move the location of the Cannel-by-the-Sea Farmers Market to Devendorf Park
and Mission Street between Ocean and 6
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h A venues; and
WHEREAS, the Cannel-by-the-Sea Farmers Market saw a ten-fold increase in foot
traffic on the day it was held at the proposed location; and
WHEREAS, the proposed relocation would provide a value-added experience to both
daytime and extended-stay visitors to the City; and
WHEREAS, the City is desirous of increasing the visibility and viability of the event.
NOW, THEREFORE, BE IT RESOLVED THAT THE CITY COUNCIL OF THE CITY OF
CARMEL-BY-THE-SEA DOES:
Authorize the City Administrator to enter into an agreement with West Coast Fanners
Market Association to operate the Carmel-by-the-Sea Artisan Food Experience and
Farmers Market at Devendorf Park and Mission Street between Ocean and 6
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h A venues
effective May 15, 2014
PASS ED AND ADOPTED BY THE CITY COUNCIL OF THE CITY OF CARMEL-
BY-THE-SEA this 6th day ofMay, 2014 by the following roll call vote:
THIS SPACE INTENTIONALLY LEFT BLANK
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A YES: COUNCIL MEMBERS:
NOES: COUNCIL MEMBERS:
ABSENT: COUNCIL MEMBERS:
ABSTAIN: COUNCIL MEMBERS:
ATTEST: SIGNED:
Deanna Allen
Acting Deputy City Clerk
JASON BURNETT, MAYOR
City of Carmel-by-the-Sea
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Attachment B
..
CARMEL ARTISAN FOOD EXPERIENCE GUIDELINES ~ g e 1 of 2
MISSION: The purpose of the Carmel Artisan Food Experience (Hereafter, the "Evenf') 1s to cultivate community:
from farm to chef to table, through the growing, preparing, and consuming of sustainable, local, organic, artisan
food. The Event strives to:
1. connect residents and visitors with each other In the heart of town by providing an open-air opportunity to
shop for fresh food and taste the culinary explorations of local purveyors.
2. connect shoppers with local merchants by increasing foot traffic for existing storefronts and by providing
Carmel-by-the-Sea food purveyors exclusive rights to establish a second, outdoor, venue for sales.
3. connect Carmel-by-the-Sea chefs and food purveyors with local farmers by providing accessible
ingredients and encouraging culinary partnerships.
4. connect shoppers with local farmers by educating them about the best Ingredients through the culinary
excellence and experimentation required of the participating chefs and purveyors.
5. connect local farmers who use organic, sustainable practices with a larger individual and business
customer base in order to support their development and proliferation.
EVENT ORGANIZATION: The work of organizing and running the Event Is carried out by a City-sanctioned
Steering Committee and a professional Event Manager.
RULES: The Event Manager develops and maintains a set of Event Rules, enforceable through fines and rrmits to
participation and in accordance with these Event Guidelines, the Food and Agriculture Code, Article 5, Division 21,
section 58101, 58101.5, 58103, 58104, and all other applicable City, State, County, & Federal regulations. The
Steering Committee must give final approval as to whether the Rules meet the Guidelines, prior to their taking
effect.
PURVEYOR PARTICIPANTS: Prepared Food Purveyors must currently operate a retail food store or restaurant
within the official boundaries of Carmel-by-the-Sea and must offer one or more special prepared dish tor on--site or
at-home consumption. Purveyors must partner with a participating Farmer to showcase at least one ingredient
from that Farmer's available products In the offered dish. Though each farmer lngredrent is organic, Purveyors are
strongly encouraged to utilize all organic ingredients when possible. All Vendors must be In good-standing
regarding City regulations and have all current required permits for their permanent storefront as well as any Event
booth.
VENDOR PARTICIPANTS: Food Vendors must currently operate a retail food store within the official boundaries of
Carmel-by-the-Sea. They must offer organic, value-added agricultural products (food and fiber) such as jams, dried
fruit, cheese, baked goods, olive oil. No craft Items will be permitted. All Vendors must be In good-standing
regarding City regulations and have all current required permits for their permanent storefront as well as any Event
booth.
FARMER PARTICIPANTS: Farmers will sell high quality, certified organic products at the height of freshness,
which they grow or produce themselves. Farmers must provide a current Certified Producer's Certificate; the
organic certificate from a USDA approved third party certifier; a copy of their state Orga!)lc Registration; a Map of
Growing Ground with supporti ng photographs; and any other requested documentation to the Event Manager prior
to participation. If a Farmer Intends to serve samples of his/her produce, he/she must adhere to the sampling
regulations provided by the applicable health department. The designation Farmer also includes Fishermen.
Fishermen must provide fresh, wild-caught seafood from California central coast waters that meet or exceed the
green level of Monterey Bay Aquarium Seafood Watch Cnterla.
AESTHETICS: The Event Manager must maintain high aesthetic standards In the layout and equipment of
Participants. Proposals for layout, signage, equipment, and the like must adhere to or exceed the city Design
Guidelines for the use of natural and subdued materials and must be approved by the Steering Committee before
purchase and/or use.
COMMUNICATIONS: Participants must clearty display the name of their business. All temporary s!gnage must
adhere to the same design, dimension, and location requirements and must be approved by the Steering
Committee. Participants must post prices for -all Items being sold. Moreover, Farmers must post the ANOI score
for all items. The display of additional nutritional information is strongly encouraged. Signage must comply with
current laws. Dish Purveyors and their partner Farmers must provide to shoppers a card of approved standard
design with the dish recipe on one side and the farmer Information on the other.
EQUIPMENT: The City may be able to supply equipment (power cords, and the like) and staffing {additional police
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CARMEL ARTISAN FOOD EXPERIENCE GUIDELINES
officers, cleanup, and the like) provided that the Event arranges these items In advance and provides
reimbursement so that the City incurs no costs. Bicycle locking areas must be arranged.
Page 2 of2
BOOTHS: Participants must establish maintain clean, attractive, informative booths. The Manager or the
Participants provide tables, chairs, table cloths, scales, umbrella, slgnage, waste receptacle, decorations, and the
like. Participant umbrellas must be approved by the Steering Committee and be of natural wood and cloth
construction. Nl products must be displayed in natural receptacles such as wood, fabric, or wicker. There is no
plastic or cardboard display material permitted. All display tables must be draped with natural fabrics such as linen,
burlap, or the like to hide table legs and storage.
PACKAGING: Participants must encourage the use of wheeled or tote bags by providing them for sale or
directing shoppers to the closest source. Participants may also offer recycled single-use paper bags for sale for 25
. cents or more. All prepared food must utilize either washable dlshware or plates, cups, utensils,
napkins and the like. Prepared food to go must also utilize biodegradable packaging.
PURCHASES: For shoppers who cannot manage to transport their purchases back to where they are parked, the
Event Manager may provide a will call booth, rental carts, or some other approved solution.
SCHEDULE: The Event is open year-round on Thursday afternoons arountl the lunch and dinner hours, rain or
shine, except for planned holiday or other event conflicts, if any.
LOCATION: The outdoor portion of the Event is held at the north lot of Sunset Center, the indoor portion of the
Event is held within the restaurants and other food establishments of Carmel-by-the-Sea. The Event location Is
subject to change, If desired.
PETS: By law, pets and alf dogs except service dogs are not permi tted in a food Event, however, pets may occupy
City sidewalks and other areas that are not within the Event boundaries.
SMOKING: No smoking is permitted at the Event or within 1 DO feet thereof.
GARBAGE: The use of City waste and recycling receptacles by Event Participants and their customers is not
permitted. The Event Manger must ensure that all Participants provide standardized waste, recycl ing, and
compostlng receptacles , empty them frequently so that they do not overflow, and remove all waste from the City
after tear down.
FINANCIALS:
The Carmel City Administrator negotiates for Carmel City Council approval:
the general terms of the contract with the Event Manager
a sliding scale of profit sharing with the City of Carmel from 0% at Event startup, to larger percentages
as profits r ise.
the fee for using city electricity or other utilities or services.
The Event Manager determines:
the fee payment date, time, and methods.
the outdoor event fee structures for Farmers, Vendors, and Purveyors,
the indoor event fee structure for participants andfor visitors.
SET-UP: The Event Manager must confine set-up to the shortest possible time (thirty-minute maximum) with the
least impact on normal residential and commercial operations. No late arrivals will be permitted. Emergency
vehicle access is of the utmost Importance. No Participant Will be permitted to encroach in or
otherwise depart from the Manager's layout.
TEAR-DOWN: The Event Manager must confme tear-down to the shortest possible time (thirty-minute maximum)
with the least impact on normal residential and commercial operations. All Participants must clean up all litter and
debris from their space and leave t he area better than they found it. Participants may not leave before Event close.
INSURANCE: The Event Manager must arrange overall event insurance and ensure that Participants carry their
own Insurance coverage.
ENFORCEMENT: Event Manager must strictly enforce the Guidelines and the Rules founded on them foll owing a
clear procedural agreement signed by all Participants.