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HomeMy WebLinkAbout09 - Certified Farmer's Market in Corona del MarSUBJECT: SUMMARY: SUGGESTED ACTION: Proposal Agenda Item No.: Staff Person: REPORT TO THE MAYOR AND CITY COUNCIL CERTIFIED FARMERS MARKET IN CORONA (6a� 0••� Christy Teague (714) 644 -3207 ,t•T• Proposal for a weekly Certified Farmers Market in the municipal parking lot at Marguerite Avenue and Bayside Drive on Saturdays from 9:00 a.m. to 1:00 P.M. If desired, Authorize staff to negotiate agreement for proposed Farmers Market on public right of way and submit to City Council for consideration. • The market proposal is for 25 to 30 farmers to sell directly to the community on each Saturday for four hours, from 9:00a.m. to 1:00p.m. The location proposed is the municipal lot located at Marguerite Avenue and Bayside Drive, south of East Coast Highway and the restaurant site under construction (see attached map). Backeround A Certified Farmers Market is a group of independent local farmers that gather together one morning a week to sell their produce directly to consumers, offering fresh food at reasonable prices. It benefits farmers by allowing the smaller farms to sell their produce locally. The consumers benefit by the assurance of buying food, much of it organic, directly from the grower. A description of Certified Farmers Markets provided by the applicant, Dana Point and San Clemente markets manager Rick Heil, is included as an attachment to this report. Most of the Farmers Markets in Orange County have been initiated at the request of various City Economic Development or Redevelopment Agencies. This proposal is unusual due to the fact that members of the Corona del Mar community have sought approval from the City of Newport Beach for a market in their neighborhood. On February 29, 1996, Corona del Mar resident Karen Talbot and applicant Rick Heil met with the Development Review Committee to seek input from City departments on the proposal for a • Certified Farmers Market in Corona del Mar. The committee identified potential issues including parking, noise, clean-up, and necessary permits and insurance. �EWPoR CITY OF NEART BEACH PLANNING /BUILDING DEPARTMENT r U 3300 NEWPORT BOULEVARD • _ C1�, «,Q' NEWPORT BEACH, CA 92658 (74) 644-3; FAX (74) 644-3$0 SUBJECT: SUMMARY: SUGGESTED ACTION: Proposal Agenda Item No.: Staff Person: REPORT TO THE MAYOR AND CITY COUNCIL CERTIFIED FARMERS MARKET IN CORONA (6a� 0••� Christy Teague (714) 644 -3207 ,t•T• Proposal for a weekly Certified Farmers Market in the municipal parking lot at Marguerite Avenue and Bayside Drive on Saturdays from 9:00 a.m. to 1:00 P.M. If desired, Authorize staff to negotiate agreement for proposed Farmers Market on public right of way and submit to City Council for consideration. • The market proposal is for 25 to 30 farmers to sell directly to the community on each Saturday for four hours, from 9:00a.m. to 1:00p.m. The location proposed is the municipal lot located at Marguerite Avenue and Bayside Drive, south of East Coast Highway and the restaurant site under construction (see attached map). Backeround A Certified Farmers Market is a group of independent local farmers that gather together one morning a week to sell their produce directly to consumers, offering fresh food at reasonable prices. It benefits farmers by allowing the smaller farms to sell their produce locally. The consumers benefit by the assurance of buying food, much of it organic, directly from the grower. A description of Certified Farmers Markets provided by the applicant, Dana Point and San Clemente markets manager Rick Heil, is included as an attachment to this report. Most of the Farmers Markets in Orange County have been initiated at the request of various City Economic Development or Redevelopment Agencies. This proposal is unusual due to the fact that members of the Corona del Mar community have sought approval from the City of Newport Beach for a market in their neighborhood. On February 29, 1996, Corona del Mar resident Karen Talbot and applicant Rick Heil met with the Development Review Committee to seek input from City departments on the proposal for a • Certified Farmers Market in Corona del Mar. The committee identified potential issues including parking, noise, clean-up, and necessary permits and insurance. 0 • Parkine and Parkine Lot Demands The Traffic Division has noted very low usage of the municipal lot during the hours proposed by • the Farmers Market. The spaces in the lot are metered, and are mostly empty due to the availability of nearby free street parking in the neighborhood. The attached photographs show the lot, as well as adjacent streets, on a recent Saturday morning at I0:00a.m. According to the applicant, the average customer is there for a short time, perhaps 15 or 20 minutes. However, some customers may stay and patronize local merchants while in the neighborhood. Noise As noted in the attached operational description provided by the applicant, noise should not be a problem due the nature of the event. Small non - commercial pickup trucks and vans are driven onto the lot where they remain for the duration of the market. The farmer sets up a small table and awning cover adjacent to the vehicle. There are no loudspeakers used during the Farmers Market. Clean Up The market manager is responsible for any clean up required for the market. It is in the best interest of each farmer to keep his area clean in order to be allowed by the manager to continue selling at the market. Permits and Insurance Each Farmers Market is approved and licensed by the Orange County Agriculture Department and the Orange County Health Department. The insurance required in the encroachment agreement would include the City of Newport Beach as additional named insured. Benefits to the Community Although no sales tax is paid to the City for Farmers Market purchases, one of the economic benefits of the market is increased sales activity in the community. A highway- oriented business district such as Corona del Mar benefits from events which encourage customers to stop, park, and shop in the area. Farmers Markets are events which generate community spirit and interaction. The Saturday morning proposal is an optimal time to attract residents in the community. Members of staff have attended both of the markets managed by the applicant and have found these markets to be enthusiastic gatherings of nearby residents. Both were clean and friendly neighborhood events. It should be noted that many municipalities initiate Farmers Markets as economic development projects. Staff contacted local cities with Farmers Markets in operation with responses ranging from apathetic to enthusiastic. There were no concerns or problems expressed by the cities surveyed. It appeared the weekend markets were more successful overall, with more positive • comments expressed by city contacts. Corona del Mar Fanners Market April 8, 1996 Page 2 • Street Closure 40 • The application includes a small portion of Larkspur to be closed off during hours of operation due to safety reasons with customers crossing the street between vendors. This matter was discussed with Fire Department staff at the Development Review Committee and was not seen as a problem due to the low usage of the Larkspur at that location. Method of Approval Due to the fact that the proposed location for the Farmers Market is on public right -of -way, the proposal requires an encroachment and lease agreement. The agreement may include a lease fee for use of public property as determined by the Council. If the Council would prefer to allow the Farmers Market on a trial basis, Council could consider drafting the agreement in such a way that requires Council review after 90 or 180 days of operation. Public Comments Consideration of an encroachment and lease agreement does not require public notice. However, a notice has been sent to nearby owners and residents due to the proximity of the proposed Farmers Market to residential neighborhoods in order to seek public input at the earliest opportunity. Respectfully submitted, By r Christy DO Teague Associate Planner Attachment: Vicinity Map Site Plan Operational Characteristics Letter from Applicant Farmers Market Description from Applicant Photographs of Municipal Lot and Adjacent Streets on Saturday Morning f.-\wp5I \planning \christy\ccfm.doc • Corona del Mar Farmers Market April 8, 1996 Page 3 �J VICINITY MAP • Corona del Mar Farmers Market Corona del Mar Farriers Markel April 8, 1996 Page 4 • 7 P Municipal Parking Lot Photographs taken at approximately 10:00a.m. on Saturday March 2, 1996 Corona del Mar Farmers Market April 8, 1996 Page 5 0 0 • • Bayside DriveView to Municipal Lot Larkspur Ave. between Coast Hwy. and Bayside Dr. • Photographs taken at 10:00a.m. on Saturday March 2, 1996 Corona del Mar Farmers Maker April 8, 1996 Page 6 .s w N -o S o � c o � c I L )9 RK <eu k r c CP o- 0 0 • March 22, 1996 Christie Teague City of Newport Beach Planning Department 3300 Newport Boulevard Newport Beach, CA 92658 -8915 Re: OPERATIONAL CHARACTERISTICS - PROPOSED CERTIFIED FARMERS MARKET Dear Christie: The proposed Certified Farmers Market for Corona del Mar would bo located at the corner of Pacific COaat Highway and Marguerite. The market would be held every Saturday, shine or rain, from 9:00 A.M. to 1:00 P.M. Approximately 25 to 30 farmers would be represented. All £armors are Certified Producers who are vorified by the Orange County Department of Agricultura. A meeting was held with the Development Review Committee on February 29, 1996 to identify and discuss any possible problems associated with a Certified Farmers Market. Issues raised were the followings • 1. Pa�rki�nq: Availability of parking and impact on the future— Hougton'a restaurant currently under construction were discussed. There is parking available on the streets of Dayside, Marguerite, Ocean, Seaview, Iris, Heliotrope, and Jasmine, as well as overflow parking the the lots of First Interstate Bank and Bank of America. 2. Noise: Truck noise was another issue raised by the committee. The farmers' trucks are small vans and pickups. They arrive by 8:00 A.M. for set -up and remain stationary and non - running for the duration of the market. 3. Clean-up: As the market manager, I would be on -site during�ntire market and am rosponsible for all clean -up associated with the market. 4. Permits & Insurance: The Orange County Agricultural Department and t e range County Department of Health permits required to operate the farmers market will be paid for by the market manager. The owner of the vacuum shop on Marguerite, Mr. John Lawson, has given permission for his restroom to be used for Health Department farmer verification. I provide liability insurance for the market, naming the City of Newport Beach as additional insured. • 1 • Christie Teague City of Newport Beach March 22, 1996 Page Two 5. Communit Su ort: There is a wide range of community support for t o proposed Certified Farmers Market. Messrs. Dennis O'Neil, Ron Yeo, and fail Sansone are in favor of a farmers market. The Coront del Mar Chamber of Commerce has also endorsed the farmerE market. If you have any questions rag rding the information provided, please cell me at (714) 361 -C 35. Sincerely, n C J 1r A jtp of independent farmers from the sulknding area that gather together one morning or afternoon a week to sell their product to the residents. They offer the fresh produce at reasonable prices. It gives the farmers a way to get their product to market. • It is approved and licensed by the County of Oranges Agriculture Dept. It has to be approved by the County of Orange Health Dept. The market must have licenses from both of these agencies. ADVANTAGES TO LOCAL RESIDENTS: Allows them to buy direct from the grower. They can buy organic vegetables & fruits. Promotes community spirit and a place to meet friends and various ways to cook some of the more unusual food the farmers offers. It allows the residents to see more of their community, or to shop at home. It allows a community feeling to grow and thrive. ADVANTAGES TO THE CITY: It allows the residents an opportunity to buy direct from the farmers. The surrounding merchants find that after shopping the markets the residents will come into their businesses. • It brings residents from surrounding communities into yours. Thus exposing them to your city and merchants. The weekly Farmers Market is conducted at no cost to the city. WHAT THE MARKET MANAGER IS RESPONSIBLE FOR: Set up market each week. Includes no parking signs if needed. Marking off areas for vendors. Oversee vendors getting into their proper spaces. Close up market and make sure area is left as clean as when Manager arrived. The market is always changing as produce and seasons dictate it. Arrange and do advertising for market Work with the Agriculture Dept. Work with the Health Dept Secure insurance for market. • CONCLUSION: a It's good for the city and the residents alike. The local merchants benefit by Q more people shopping in their area. J � Friends of OASIS 1:r>Ii ► ►zr�r�;r�y►�:� Norma Gilchrist, President Ruby Suikki, tat Vice President Ed Fuller, 2nd Vice President Nathalie Goldstein, Recording Secretary Charles McCann, Corresponding Secretary Vera Mae Gephart, Treasurer Maggie Case, Assistant Treasurer BOARD MEMBERS John Baldwin 011ie Bergmann Freda Bloom Gwen Collins Ed Fourcher Sandy Freeman Mary Jacoby Ross Miller David Nahm Janet Poor Dody Reid Phil Sansone Helen Sherman Anna]ean Sweet Celeste Jardine -Haug Ex- Officio ADVISORY BOARD Harry Babbitt Virginia Knott Bender Supervisor Marian Bergeson William Blurock Assemblywoman Marilyn Brewer Neel Buell Donna Crean John F. Dean, Ed. D. Bud Desenberg James Edwards Walter Gerken Evelyn Hart A. Grant Howald Walter G. Howald Fred Jennings Senator Ross Johnson La Donna Kienitz Lucille Kuehn Kevin Murphy Paddy Nelson Dennis D. O'Neil Scott Paulsen William Popejoy James "Walkie" Ray Thomas 0. Redwitz Franklin 1. Remer Jerome Tobis, M.D. Per Trebler April 4, 1996 Kevin Murphy, City 3300 Newport Blvd. Newport Beach, CA. Dear Kevin, ED ra � �er�t �� A APRs 19 °6 C7iv,"lipK 1;1, i .t Manager 92663 P.O. BOX 633 CORONA DEL MAR, CA 92625 TELEPHONE: (714) 6443244 FAX: (714) 640.7364 I have been contacted by Karen Talbot regarding her plans for a Certified Farmer's Market, to be located in Corona del Mar. I'm sure I speak for many seniors when I endorse this project. we would enjoy selecting choice produce in such a central location as PCH and Marguerite. It will also add much to the ambiance of our village. If we seniors can help in any way, please ask. Sincerely, Norma Gilchrist, President Friends of OASIS NG /ls CTIY OF NEWPORT BEACH OASIS SENIOR CENTER 5th and Marguerite Avenue Corona del Mar, CA 92625 OASIS: Qlder Adults Social, Information & Services FROM : 9 PHONE NO. : 0 ItA A� A unique blend of people and place Corona del Mar i CHAMBER of COMMERCE i April 8, 1996 Via - Facsimile City Council of Newport Beach 3300 Newport Boulevard Newport Beach, CA 92656 AttaTion: Christy Teague, Planning Department I SUB+ECT: Farmer's Market at Marguerite Avenue and East Coast Highway, Corona del Mar i Dear Mayor Hedges and Members of the City Council: The Corona del Mar Chamber of Commerce would like to express its conditional support for tti proposed Farmers Market being considered by the City of Newport Beach. While the hamber Board supports the concept of the development of a Farmer's Market, the Chamber has several concerns which need to be resolved before its full support can be given I First, he Chamber is concerned about the potential for unfair competition between certain propped uses within the Farmers Market and existing merchants in the Corona del Mar Busi ss District. The Chambers concerns in this area have been expressed to the proponents of the project. i How er, in order to present a fair representation of the views of all of our membership, we mist inform you that we have received adamant opposition from the representatives of thefiloral shops in Corona del Mar to the proposal if the selling of wholesale flowers is allow at the Fam-ers Market. The Chamber urges the City Council to give ample cons ation and weight to the concerns of the area's existing merchants, particularly the The second issue of concern is parking. The general area surrounding the proposed site for tt# Farmers Market has recently seen the emergence of several traffic Intensive businAss which have placed a heavy demand on the existing parking within the a ea, both FROM : • PHONE NO. : 0 on- Street and off- street. A conditional of approval which would require an approved parking plan (one which could be enforced by the City) which would assure that the existing, private parking areas are not impacted by the Farmers Market, could mitigate this problem. I Thaok you for your consideration in this matter. i 0 April 8, 1996 3:15 p.m. 0 AGENDA ITEM #9 - FARMERS MARKET - CORONA DEL MAR I took a phone call from Shirley Conger, 3003 Bayside Drive, CDM, in support of the proposal if the standards that are used at the fairgrounds are followed. She does not want to see the intrusion of other vendors (i.e. hot dogs, jewelry, etc.). • CEIVED ``�� "R AGENDA NOW " STANTON INSURANCE AGENCY SPECIALIZING IN HEALTH -25 YEARS EXPERIENCE 322 JASMINE, CORONA DEL MAR, CALIFORNIA 92625 (714) 723 -0608 (619) 564 -4082 April 6, 1996 Dear City Council Members: I am shocked, outraged and ready to sell and vacate Corona Del Mar if this Farmers Market is allowed to come to our., fair city. I know of cities all throughout Orange County that have these so- called Farmers Markets and they usually pick some decaying area within their city to set up. Most of those selling their goods do not even grow the food but buy it at the wholesale centers in Los Angeles or Orange County. Before long these same people and others like them are selling not only food but the same kind of wares that are merchandised at "Swap meets and Flea Markets ". We personally have just spent hundreds of thousands of dollars to tear down and build up a lovely home for our lifetime. We are frightened and shocked at the prospects of every Saturday being barraged with cars, cars and more cars trying to find a parking spot in an area already at the satuation point and beyond. In the summer hundreds of cars will be coming down Marguerite toward the ocean, especially on Saturdays, and I assure you this will create an impossible traffic situation. Don't we have enough of a problem with the declining property values without saying to the world that perhaps the Charm of Corona Del Mar is gone and we have resorted to the "anything goes" mentality? Are we a decaying area? Who are we really helping? We believe perhaps the only ones helped in this situation might be more illegals. We hopefully have you informed Council Members to protect our rights and interests in Corona Del Mar and Newport Beach. There is no way that a Farmers Market on Pacific Coast Highway in Corona Del Mar will be of any value to anyone except the vendors and the crowds that frequent the beaches and certainly not the residents that are about to pay their very high taxes in the next week. Robert E. Stanton LIFE • HEALTH & MEDICARE SUPPLEMENTS i • ITEM #9 - FARMERS MARKET - CORONA DEL MAR PHONE CALL RECEIVED 4/8/96 FROM MARY HELEN DORAN, MANAGER AT ALBERTSOWS, 3049 EAST COAST HWY., OPPOSING PROPOSAL