The Farmers Market held Tuesday was the last evening event of the year. While it may be under new management when it reconvenes in April, one thing is for sure – it will remain centered on the Chavoya Horseshoe in the Plaza.
A pilot program that relocated the event to nearby city streets this summer was, by most accounts, a failure. In two-week stints, the market stalls were placed adjacent to the Plaza on both First Street East and First Street West.
Merchants, vendors and market attendees were underwhelmed.
“I’ll admit it, I thought it was a great idea,” Councilor August Sebastiani told last week’s council meeting. “It was clearly a dog.”
Relocating the market stalls did not drive more traffic into stores and restaurants, as intended; 87 merchants and business owners signed a letter opposed to any future street set-up. Vendors did not take to the new routine, and even market attendees were lukewarm on the change.
Four surveys were conducted, according Public Works Director Melinka Bates. The general consensus, she reported, was that participants and the public prefer the Plaza horseshoe as the Tuesday night location next year.
“It’s pretty clear it was not a successful experiment,” said Councilor Steve Barbose. “We heard that loud and clear.”
The larger question of who will run next year’s market remains. The city council has begun a process to solicit proposals for new management. The current organization, Sonoma Valley Farmers Market, is expected to enter that competition. Until further notice it will continue to run the Friday market, which operates year-round from 9 a.m. to noon at Depot Park.
Farmers Market Manager Hilda Swartz will answer some of the council’s concerns, many of which she says are unfounded, in a Reader Opinion next week in the Sun.
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