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Council Report
March 3, 2015
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Subject:
RECOMMENDATION(S):
Reject the bids submitted in response to the Artisan Food Experience Farmers Market RFP,
and authorize the Farmers Market Ad Hoc Committee to revise the guidelines for the
operation of the market.
__________________________________________________________________________
EXECUTIVE SUMMARY:
At its November 3, 2014 meeting, the City Council considered Farmers Market Ad Hoc
Committee, Community Activities and Cultural Commission, and staff recommendations
regarding the future direction of the Farmers Market.
Council provided staff with a list of directives (see Attachment A) regarding the market, one of
which was to issue a Request for Proposal (RFP) for the management and operation of the
Citys Artisan Food Experience Farmers Market.
Sixteen proposals were sent out to certified farmers markets / growers and a local non-profit
organization, and the RFP was posted on the City website. Only two organizations submitted
proposals for the operation of the market.
__________________________________________________________________________
ANALYSIS/DISCUSSION:
Concerned about the lack of response to the RFP, staff contacted local market vendors to
ascertain what reasons, if any, might have factored into their decision to not submit a
proposal.
Not all phone calls were returned, but the consensus among the market owners with whom
staff had contact is that the Citys guidelines for operation are too restrictive, and effectively
limit a markets potential offerings and diversity.
The tri-county area is too limiting. Opening a market to all California farmers allows a
market to offer an extended season for any given type of produce. Cherries, as an
example, typically have a short growing season, but allowing farmers from further away
keeps the fruit in the market all summer as different varieties take the place of the
others.
Guidelines as to how the market booths must look, and materials to be used, are too
restrictive.
The market share agreement - whereby the Market owner would begin paying the City
a percentage of the Markets proceeds isnt spelled out.
Two vendors expressed a concern with the requirement that prepared food purveyors must
currently operate a retail food store or restaurant within the City. One market owner felt the
requirement would not allow the market to reward and keep long-time market vendors;
another felt that while giving first preference to local food purveyors is reasonable, there are
not enough local vendors or interest to support a profitable market.
Although staff did not contact vendors from the Bay Area, it was the opinion of one local
market operator that Bay Area markets probably didnt respond because the Citys guidelines
would not allow them to bring their own growers to the market, and that Bay Area vendors
wouldnt have a relationship with local certified growers.
Given the feedback gathered from local market vendors who chose not to respond to the
RFP, it appears that revising the current guidelines would be an appropriate course of action.
It is staffs opinion that the overall response to the RFP (two proposals were submitted) was
insufficient. The proposed new purchasing ordinance identifies in Section 3.12.220 that at
least three written quotations shall be sought for open market purchases of supplies and
services. Even though the ordinance has yet to be adopted and implemented, staff is seeking
ways to effectuate the standards until the legislation is fully operative. The recommendation,
therefore, is that the two proposals be rejected, and that Council authorizes its Farmers
Market Ad Hoc Committee (Dallas, Theis) to revise the guidelines for the operation of the
market and issue a new RFP.
Funding Source
N/A
N/A
ATTACHMENTS:
1. Attachment A: November 3, 2014 City Council meeting directives regarding the
Farmers Market and RFP
2. Attachment B: Request for Proposals for Management and Operation of the City of
Carmel- by-the-Sea Artisan Food Experience Farmers Market
APPROVED:
____________________________________
Douglas J. Schmitz, City Administrator
Date: __________________
12. Require that RFP/RFQ respondents propose a way to maximize local and organic goods
- - -- - - - - -- - -
1. Loosen PURVEYOR PARTICIPANTS section of the Carmel Artisan Food Experience Guidelines so that
restaurants are encouraged to use one market item in their dishes, but it will not be mandatory to work
with a market vendor.
2. Eliminate the requirement under the COMMUNICATIONS section of the Artisan Food Experience
Guidelines that farmers post the ANDI score for all items.
3. Eliminate the requirement under the COMMUNICATIONS section ofthe Carmel Artisan Food
Experience Guidelines requiring that 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.
4. Allow the use of plastic table cloths on vendor tables.
5. Eliminate the fee for using city electricity or other utilities or services required under the FINANCIALS
section of the Artisan Food Experience Guidelines.
6. Make the Farmers Market an ongoing City-sponsored event, eliminating any City event fees for the
event .
7. Do not charge the Market any fees for the first six months. After six months, phase into a market
share agreement whereby the Market owner will begin paying the City a percentage of the Market's
proceeds.
8. The market owner will undertake all advertising and marketing of the Market .
/i \ I (\ L Hf\1 ;::::: NT A
FARMERS MARKET AD HOC
COMMITIEE RECOMMENDATIONS
1. Location and hours
A. November- April (winter)
1. Mission Street only
2. 10:00 a.m- 2:00p .m.
B. May- October (summer)
1. Devendorf Park only
2. 9:00a .m. -1:00 p.m.
2. Allow seasonal fruit that may not be from
the Tri-County area (e .g., stone fruit, melons,
etc .)
5. No crafts
6. Allow the market to offer hot food yearround , given the CA&CC's recommendation to
locate the market in both the park and on
Mission Street. Preference will be given to
Carmel by the Sea businesses, but if there are
no CBTS vendors who wish to participate, the
market may allow peninsula -wide vendors to
offer the service
14. Make the Farmers Market an ongoing Citysponsored event, eliminating any City event
fees for the event
15. Do not charge the Market any fees for the
first six months. After six months phase into a
market share agreement whereby the Market
owner will begin paying the City a percentage of
the Market's proceeds.
I.
DESCRIPTION
The City of Carmel-by-the-Sea (City) is seeking proposals from qualified Certified Producers or
non-profit organizations to undertake the management, operation, and marketing of the City of
Carmel-by-the-Sea Artisan Food Experience Farmers Market, which operates Thursdays on
Sixth Avenue between Junipero and Mission Streets.
This Request For Proposal describes the project, the required scope of services, selection
timeline and information that must be included in the proposal.
2.
BACKGROUND
SCOPE OF SERVICES
The proposal must also include a discussion of the approach to be used to meet the following
City Council directives/objectives:
a. The steps that will be undertaken to make the market a Community Event
b. A recommendation regarding optimal times of operation of the market (and
why). The market currently operates from 10 a.m. to 2 p.m. on Thursdays
c. How the market will meet the revised Artisan Food Experience Guidelines
(attached)
d. At least 60% of the produce sold will be from the Tri-County area.
e. How strong local activity will be integrated into the market, including local
volunteers and Carmel-by-the-Sea participation
f. Carmel-by-the-Sea nonprofit organizations will be allowed to set up booths at no
charge, working to weave the community into the event
g. Steps that will be taken to provide a high quality market
h. Steps that will be taken to ensure that market emphasizes quality over quantity
(i.e. not unnecessarily fill all vendor spaces and/or maximize the 6th Avenue
venue)
i. A minimum of 15% of booth space will be allocated to Carmel-by-the-Sea
businesses, with no charge
j. No crafts are permitted
k. The market will offer hot food year-round. Preference will be given to Carmelby-the-Sea businesses, but if no Carmel-by-the-Sea businesses wish to
participate, the market may allow Monterey Peninsula-wide vendors.
l. How chef demos will be encouraged
m. The majority of the produce sold at the market will be organic
n. The market will not be charged any fees for the first six months of operation.
After six months phase into a market share agreement whereby the Market
Owner will begin paying the City a percentage of the markets proceeds.
o. The incorporation of pre-packaged foods from Carmel by the Sea restaurants
and businesses (e.g., coffee, sandwiches, baked goods) into the market
The response to this RFP must also contain the following information:
A one page Executive Summary of the proposal
Your firms experience operating a Certified Farmers Market which focuses on local
produce and organics. Please list the name and location of the Farmers Market(s)
including the number and mix of participating farmers and vendors.
A description of any experience contracting with municipalities to operate a Farmers
Market
Three references that the City may contact, including any City or County staff with
whom you may be working or have worked
The qualifications and experience of the team members who will operate the market,
including the Market Manager
A detailed description of the process for how local vendors will be supported and given
priority to participate in the market
A proposed operating budget for the market, including costs associated with marketing,
and projected revenues. The proposed budget will also include anticipated revenues to
the City under the phased market share agreement referenced in item n above:
The marketing strategy for the market, including any designated website
A comprehensive, green waste management system for the market. Note: the City of
Carmel-by-the-Sea bans the use of single- use plastic bags
The City will assume no financial responsibility for the market other than providing space and
utilities already available at the market site.
4.
Organic Registration; a Map of Growing Ground with supporting 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, wildcaught seafood from California central coast waters that meet or exceed the green level of Monterey
Bay Aquarium Seafood Watch Criteria.
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 an/or use.
COMMUNICATIONS: Participants must clearly display the name of their business. All temporary signage
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. The display of additional
nutritional information is strongly encouraged. Signage must comply with current laws.
EQUIPMENT: The City may be able to supply equipment (power cords, and the like) and staffing
(additional police 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.
BOOTHS: Participants must establish and maintain clean, attractive, informative booths. The Manager
or the Participants provide tables, chairs, table cloths, scales, umbrella, signage waste receptacles,
decorations and the like. Participant umbrellas must be approved by the steering Committee and be of
natural wood and cloth construction. All 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 to hide table legs and storage.
PACKAGING: Participants must encourage the use of multi-use 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 dishware or
bio-degradable 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 drive up will-call booth, rental carts, or some other approved
solution.
SCHEDULE: The Event is open year-round on Thursday afternoons around the lunch and dinner hours,
rain or shine, except for planned holiday or other event conflicts, if any.
LOCATION: The Event is held on Sixth Avenue between Junipero and Mission Streets.
PETS: By law, pets and all dogs except service dogs are not permitted in a food Event; however, pets
may occupy City sidewalks and other areas that are not within the Event boundaries.
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 access-ways or otherwise depart from the Managers layout.
TEAR-DOWN: the Event Manager must confine 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 litter and debris from their space and leave the 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 Participatns
carry their own insurance coverage.
ENFORCEMENT: Event Manager must strictly enforce the Guidelines and the Rules founded on the
following a clear procedural agreement signed by all Participants.