Be careful what you wish for, cause it just might happen. Twice.
It was announced yesterday that a private developer is proposing a $10 million year-round(ish) public market a la Pike Place Market for the Sonoma County Fairgrounds. According to the Press Democrat, the MarketHall is proposing 70,000 square feet of space, 140 vendors and 100 permanent jobs. The man behind it is a former developer for Harrod’s food hall. Nice.
In the meantime, the folks who’ve been working on the proposed public market in Railroad Square since, um, well, a long time, say they’re still moving forward as well. From the PD: The public market proposed for Railroad Square would be somewhere around 25,000 to 30,000 square feet. That project would have a total of nearly 90,000 square feet of commercial space and 279 housing units, said John Stewart, one of the project’s partners.
Wow. That’s a lot of markets in little old Santa Rosa. Which seems like too much of a good thing, especially considering that similar projects haven’t exactly, uh, taken off.
In 2008, Plaza Farms in Healdsburg shuttered. The upscale Oxbow Public Market has, let’s be honest, hit its share of bumps with a soft economy, the closure of next-door Copia and ongoing construction of a massive hotel — but looks toward a vibrant Oxbow district in the future. The Ferry Building in San Francisco is going through a major shuffle, with several original vendors departing over lease disputes. And Oakland’s Jack London Market, set to open in mid-2010, has faced numerous setbacks, and questions are even now being raised as to whether it can be successful.
Hmmmm. Aside from that, there’s just the little issue of, well, the fact that everyday people just aren’t buying their food from farmer’s markets. Yet.
Okay, sure, we might go and wander around and buy some lettuce or
tomatoes — especially in the bumper summer months. We know we should
do it. But its a small portion of people, even in Sonoma County, who
regularly stock their pantries at local farm markets.
The good news is that the Michael Pollans and Jamie Olivers of the
world are starting to make some headway in how we think about food.
People are slowly but surely beginning to question their food sources
and realize that maybe its time to put down the processed cheese snacks
and pick up a carrot. But in this still-devasted economy, asking
Americans to up their food bills by 10, 20 or even 40 percent to buy
fresh, local food remains heresy. We all know that local markets are
the wave of the future, but can they hang around long enough for us to
figure that out?
Also on the table: Permanent Farm Markets may attract tourists, but
tourists aren’t lugging home bags of lettuce. They may buy a jar of jam
or stop for lunch, but they can’t support the operations on a regular
basis.
And finally: Can it be cost effective? Local artisan farmers aren’t
usually doing it for the money and don’t have big budgets for leases,
marketing and staffing a permanent location. I’ve heard again and again
that these “artisan” markets are a great idea, but the reality for
struggling farmers is that they just can’t afford to take part. I’m also kind of curious what a permanent market would do to the existing outdoor farm markets that actually seem to be thriving in Healdsburg, Santa Rosa, Sonoma and Windsor. Has anyone asked that question?
So, okay, that’s the bad news. The good news is that we’re talking about it at all.
Sonoma County is the very epicenter of great artisan produce, cheeses,
bread and wine. If we can’t support this, I’m not sure who can. Its
terribly disappointing to hear that some of our great local producers
have to go to Marin or SF to find an audience for their products. We
have long-needed a food hall to showcase our amazing bounty.
The economy will get better, and so will our understanding of why
eating locally and seasonally. Our lives (and our children’s lives)
depend on it.
BiteClub is 100 percent behind the idea of a vibrant, thriving
permanent food market that supports local farms, local products and
brings a bounty of wonderful food to all of us. I‘m just waiting to
hear exactly how that’s going to happen….
What’s your take? Would you shop at a big food hall as is being proposed? Or does it sound like a lot of hoo-haa? Sound off..
Have your say…
Meetings for the new proposed market: March 16: 7 p.m. at Jockey Club,
Santa Rosa Fairgrounds (entrance just east of Brookwood Avenue off
Bennett Valley Road). Fair Board meeting on project March 18: 6 p.m. at
fair administration building, 1350 Bennett Valley Road.
THE STORY BEHIND THE STORY
The Oxbow Public Market in Napa: LA TIMES
Shuffles at The Ferry Building in San Francisco (Eater)
Jack London Market: SFGate
Plaza Farms Closing: BiteClub
Michael Pollan: Food Revolution is a sort of “Pollan-light”, quick and easy rules for eating with a conscience. Good for you, good for the planet.
Jamie Oliver’s Food Revolution
Well, It sounds like a good idea but we’ll see. I was excited to go to the Ferry Building in SF but when I saw the prices I said no way!!. I get pretty good stuff at Imwalle’s and the prices are lower than most supermarkets. I am afraid it will be patronized by wealthier people only. Certainly seniors on fixed incomes won’t be able to afford it.
Why not combine the Fairgounds market with the proposed year round market. Lease seasonal booths to maintain the current participants. It would be a sad day if the current farmers are priced out of the Santa Rosa market!
Brian is right on!
Make it real local market. Not a pet project, political football or attempt at social engineering or policy advocacy tool and you will see everyday folks give it a try by walking through the door. Don’t get preachy. Keep the special interest groups of every stripe off the board. Then, it’s up to the vendors to deliver a quality product at a competitive price with good service (something I almost always experienced at the FM at the fairgrounds – it’s people doing what they love afterall) and it will succeed.
Sonoma county politicians and activists: keep your hands off of and out of these projects once (and if) they get going. They are not your toys or your tools to achieve your agenda. It’s called a “Market” for a reason…
Hi Heather,
I shop at Safeway, Pacific Market, and Whole Foods. You have to keep in mind that the stuff you get at the Farmers Market is organic. So you can’t compare a bunch of regular, chemically sprayed asparagus (2.99 per pound at Safeway) to a certified organic bunch of asparagus at the Farmers Market (4 bucks for 1 bunch). Look to see if they even HAVE organic asparagus at Safeway. If so, the price is probably comparable.
If you are shopping the organic section of the supermarket, the prices will be pretty close to the farmers market.
It was difficult moving here from Berkeley 20 years ago. Now we have Peet’s Coffee (2), could Berkeley Bowl, be cloned, too? Do I ever drive an hour for food? Yes, but seldom. When I’m visiting Easy Bay friends? Almost always.
Civilization!
Let’s be honest Santa Rosa, is not a Seattle, San Francisco or Marin County…they reason why Sonoma County vendors chose these venues to sell their producst is that they have the customer base that can afford their producsts. These customers are also savay enough to want these artisanl producs. Sadley Santa Rosa just does not have this base. Think about it.. the folks in this town whine about paying .50 to park downtown…they are not about to pay extra for products from a Farmers Market Plus Santa Rosa does not have the visitor base as well…if Napa is struggling you can be darn sure Santa Rosa will too. Good idea, will work only if it is EXTREMELY cost effective for local residents to shop
I happen to love Farmer’s Markets but what I don’t love are the limited schedules.
So for me – Great in theory but in reality once I get home, I am loathe to leave and so will probably just continue growing what I can, graciously accepting excess production from more ambitious/talented friends and snagging the balance at Andy’s and Trader Joe’s who are open when I’m coming and going from work….
I THINK IT SOUNDS GREAT BUT ONE IS ENOUGH TO SUPPORT, LETS GO FORWARD
I look forward to a vibrant market in Santa Rosa~
Where is to be determined as I hope all sides can look at what is best for the local businesses, farmers and community.
The best way is for all of us to participate and take leadership roles in the process. I look forward to an accountable, transparent and vibrant market in Santa Rosa~
I live just a couple blocks away, so I too will be at the Jockey Club on Tuesday. Totally support the idea and want to support the Fair, god knows they need the money.
Good suggestions, Ellen!
While I don’t think all of SR is a dump by any means, I do think it’s not the most accessible location–that’s one of my biggest concerns. What happens if it doesn’t make it? Will we be looking at a huge empty tagging target? Ugh.
The reason the Granville Island Market in Vancouver, B.C. and the Pike Place Market in Seattle are thriving with locals and tourists is because they are in beautiful locations. Sorry folks, Santa Rosa is a dump.
Hey Michelle. You raise an interesting point, but I have to ask where you shop outside of the market. I can tell you that when I shop at places like G&G/Safeway, the produce prices are considerably less than at the farm markets. If you buy produce at Costco or Wal-Mart (which will soon be a supercenter in Rohnert Park), that price drops even lower. That doesn’t have a value judgment, just a comparison between conventional/local and supercenter.
It would be good if the developer would offer vendor space that is seasonal and/or not seven days a week. BiteClubs point about the time/money commitment is a good one but accomodations could be made.
The Ferry Plaza indoor market is complemented by the outdoor farmers market and done right, this location could do the same for the SR Market in Vets Hall parking lot. That market has been going strong for over 30 years.
I worry about the Original Santa Rosa Farmers Market, located just across the street from where this new MarketHall is proposed. What are they, chopped liver?
And saying that buying local food will raise your food bill 10, 20, or 40 percent is not true. If you buy SEASONAL ingredients (instead of trying to buy tomatoes in February), you will find comparable prices. I know, I shop at the SR Market every week. The items which you pay more for (with reason) are products like jams, breads, and prepared foods. Why wouldn’t you pay more for those things? Actual people are making them, not rows of machinery.
Keep it basic and stick to food related items and it will thrive. Have high overhead and non food related products/vendors and it will never get off the ground.
It needs to be designed for the needs and wants of the residents, surprisingly that is what tourist are looking for…a glimps into a little secret hot spot, not beat over the head with tourist products at tourist prices.
Come on SR we can get this right…shoot, it looks like we might get two chances! Good luck, I will attend either way.
I absolutely would shop in a place like that but I don’t think it should be modeled after something like the Ferry Building. I grew up in Dallas and loved the permanent year-round farmer’s market there. We don’t need something as high-brow as a Ferry building model. Just a basic clean well-organized year-round market so people can truly shop locally.
Absolutely yes! Yes yes yes! we’ll be at the Jockey Club next week to voice our support.
My question is why are farmer’s markets so expensive? I’ve been to some in SF where prices are comporable to produce mkts (say Andy’s).
So why is that different here?
As for artisianal products not selling here……that would be a great reason for a mkt such as this.
I really like the idea, my days off are Tuesday and Wednesday and cannot get to the weekend markets. It is also more viable for me to know what it out there to use for weekend events. I do try to make it to the Wednesday morning market in Santa Rosa
Go for it