HomeMy WebLinkAboutCC AG PKT 2005-01-24 #V AGENDA REPORT j,�l�'�
DATE: January 24, 2005
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TO: Honorable Mayor and City Council
THRU: John B. Bahorski, City Manager
FROM: Christy Teague, Senior Planner
SUBJECT: Weekly Farmers Market Proposal for Tuesday Afternoons
On Ocean Avenue, Between Main Street and 10 Street
SUMMARY OF REQUEST:
The Seal Beach Chamber and Business Association is requesting approval for a weekly
'farmers market. Staff is seeking City Council consideration and direction on the closure
of Ocean Avenue and whether or not to proceed with approval -for a weekly farmers
market.
BACKGROUND:
Farmers Markets are often tools sought by cities to bring vitality to downtown areas.
These could be small with agricultural products only or part of a larger street fairs with
entertainment, retail goods and restaurant foods sold. They are popular in communities to
provide fresh produce directly from the growers and brought to neighborhoods, provide a
public meeting place, and are encouraged by the State Department of Agriculture as a -
way to retain California farms and bring California produce to consumers.
In this case, the Seal Beach Chamber and Business Association is proposing to have a
weekly certified farmers market with agricultural products such as fruits, vegetables, fish,
beef jerky, honey, breads, and flowers. The proposal also includes crafter /artisan tables
selling hand - crafted items. A certified farmers market requires certification from the State
of California Department of Agriculture, with health regulations in place and regular
inspections conducted. •
The proposal letter for a weekly farmers market dated November 16, 2004, attached for
your review, included a site location map on Ocean Avenue and including Eisenhower
Park. Staff discouraged the use of the park in conjunction with the weekly event, due to
the extraordinary wear and tear on the grass this event would cause, but the attached site
layout on Ocean, Avenue represents the current proposal.
Staff replied to the letter of inquiry, suggesting the Chamber and Business Association
hold at least two community meetings to determine how the resident and merchant
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neighbors w ould respond to the idea of a fanners market on Tuesday afternoons. Two
meetings were held at the Senior Center /Mary Wilson Library, the first at 7:OOpm on
January 4th and the second meeting at noon on January 6`
There were eight people at the first meeting and twelve people at the second meeting; a
mix of merchants, residents and chamber board representatives. There was more general
support for produce goods sold than for craft and artisan items, but some were not
opposed to both. Merchants were divided in support for a farmers market, stating parking
as the major reason for concern. Most residents in attendance supported the idea of a
farmers market, especially without crafts, though there was some concern over the
closure of Ocean Avenue.
The request includes regular street closure on Ocean Avenue, between Main Street and
10 Street. The main issues have been identified and are discussed in this report.
If the City Council directs staff to pursue approval for a farmers market, an agreement
will be prepared for City Council review and approval. Upon City Council approval, the
California Coastal Commission would then review and approve the farmers market prior
to commencement.
In preliminary discussions with the California Coastal Commission, they have indicated
concerns with street closure along Ocean Avenue discouraging visitors' access to the
beach.
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REQUEST FOR CITY COUNCIL DIRECTION:
Staff requests council direction on the following issues if the consensus is to move
forward with the farmers market concept.
Location/Street Closure
The proposed farmers market location is along Ocean Avenue, between I Oth Street and
Main Street. Traffic flow would not be cut off completely due to the alley parallel to
Ocean Avenue, between 10 Street and Main Street. This proposal would require regular
street closures each week. The proposal for Tuesday afternoons is during non -peak traffic
times during the week, except in the summer season when each day is busy near the
beach.
The proposal does not include alternate locations. Due to concerns of the Coastal
Commission, staff and some members of the community, it may be appropriate to
consider holding the farmers market in a different location such as a nearby municipal
parking lot.
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Parking
• The issue of parking is the most -often stated area of concern. There are two clear
alternatives to address the issue of fanners market parking: to allow customers to park in
any available parking spaces near the farmers market, or to provide specific parking for
farmers market customers. It is recommended, if the City Council wishes for staff to
pursue an encroachment agreement for a fanners market, that a specific location be
identified for fanners market customers. For instance, farmers market parking could be
allowed in the 10 Street beach lot in exchange for a monthly fee paid by the farmers
market manager to offset revenue losses. Directional "Farmers Market Parking" signs
would be placed in locations to direct customers to the beach lot.
Craft Vendors
The current proposal includes 10 -20 crafters /artisans selling hand - crafted items. There
seems to be more support for produce food sales than for craft vendors, which could
compete with Main Street merchants. The Seal Beach Chamber and Business
Association is willing to limit the number of craft vendors, limit craft sales to one time
each month, or otherwise restrict the crafts sold as the Council directs.
Competition to Merchants
This is more of an issue with craft venders than agricultural sales. However, there is
concern that flower sales, a popular component of farmers markets, may compete with
existing merchants selling cut flowers. Cut flowers are sold at farmers markets directly
from the growers. These types of flowers are not direct competition to traditional florists,
which arrange bouquets for sales and delivery, but may be considered competition for •
nearby flower sales establishments selling cut flowers.
If craft items are sold, these may be competition for traditional merchants in the Main •
Street area for both products sold and competition for business of these gift -type items.
There is concern that sales of these types of items in an outdoor environment is an unfair
disadvantage to year -round businesses paying rents, especially since city regulations
disallow Main Street stores to place goods for sale outside.
A letter from the Seal Beach Merchants Association, attached for your reference, requests
the potential encroachment agreement prohibit sales of craft items and plants so as not to
compete with local merchants.
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STAFF ANTICIPATED CONDITIONS OF APPROVAL: .
1. The farmers market manager shall be responsible for all clean up during and
after the event including placement of additional portable trash containers. No
trash is to be disposed of in city trash containers.
2. Applicant to notify Orange County Fire Authority of street closure and
provide emergency contact phone number of the farmers market manager.
3. Applicant to post "No Parking" signs during farmers market hours on
• affected streets at least 72 hours prior to event each week.
4. The farmers market manager to arrange and post Farmers Market Parking
signs.
5. California Coastal Commission approval required prior to commencement.
6. The farmers market must obtain a City of Seal Beach business license.
7. A lease fee must be paid to offset any loss of parking revenue.
8. A monthly fee must be paid for additional cleaning of Pier restrooms.
9. Music or amplification is prohibited.
10. The farmers market manager must provide a blockade plan, subject to
approval of the Public Works Director, to assure the safety of the public and
vendors.
11. A Street Closure Permit will be required from the Public Works Department.
12. Certification by California Department of Food & Agriculture is required.
13. Insurance must be carried in an amount not less than one million dollars •
(S1,000,000) for the fanners market if held on publicly -owned land.
14. The City Council shall review the fanners market six months after
commencement, and annually after that time.
This is not a final list, but rather a list of anticipated conditions of approval for a fanners
market in the currently proposed location on Ocean Avenue.
FISCAL IMPACT:
Minimal fiscal impact is anticipated. Any offset losses to parking revenue and additional
costs of restroom cleaning will be required as payment to the City of Seal Beach.
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RECOMMENDATION:
Receive status report and provide direction to staff on the location and whether or not to
proceed with approval for a weekly farmers market.
Christy D. Teagu:d AICP U
Senior Planner
NO • I • tIAPPRO . i J ::horski, City Manager
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Atta• -nts (6)
1. Farmers Market Information sheet dated January 6, 2005
2. Letter dated November 16, 2004 from JoAnn Adams for the Seal Beach
Chamber and Business Association requesting approval of weekly fanners
market.
3. Letter of response dated December 16, 2004 from City of Seal Beach
addressing issues and processes involved with weekly farmers market.
4. Letter of opposition received January 2, 2005 from Woody Woodruff.
5. Letter of support dated January 8, 2005 from Seal Beach Merchants
• Association.
6. Letter dated January 9, 2005 from JoAnn Adams for the Seal Beach
Chamber and Business Association with copy of petition and signatures of
support for weekly farmers market.
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