CC - Item 6B - Proposal for Rosemead Farmer's Market 5
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ROSEMEAD CITY COUNCIL
PRIDE STAFF REPORT
P5.0 nir,-)411CORPORATED"
TO: THE HONORABLE MAYOR AND CITY COUNCIL
FROM: JEFFRY ALLRED, CITY MANAGERG
DATE: June 23, 2015
SUBJECT: PROPOSAL FOR ROSEMEAD FARMER'S MARKET
SUMMARY
City Council and the community have long expressed a desire for a Farmer's Market in
Rosemead. The completion of the Civic Center Plaza and expanded parking have resulted in
the creation of a good location to facilitate such an event. The City recently received a proposal
from Green Leaf Events, Inc. to host a weekly Farmer's Market for a trial period of six months
beginning in July, 2015. The Farmer's Market would operate on Mondays, 4:00 — 8:00 p.m.,
and would include food vendors, food trucks, artisans, commercial vendors, children's rides,
and live entertainment.
Staff Recommendation:
That the City Council authorize the City Manager to execute an agreement with Green Leaf
Events, Inc. to host a weekly Farmer's Market in the Civic Center Plaza on Mondays, 4:00 —
8:00 p.m. for a trial period of six months at no cost to the City for event operations.
ANALYSIS
Green Leaf Events, Inc. (GLEI) recently submitted a proposal to the City to host a weekly
Certified Farmer's Market in the Civic Center Plaza. As indicated the event would feature food
vendors and food trucks, children's play area, commercial and artisan booths in addition to
certified produce providers. GLEI currently operates similar events in nearby cities.
GLEI's proposal is for a turn-key operation in which they are responsible for all event logistics
including contracting vendors, acquiring health department permits, securing appropriate
licensing, coordination of all traffic control measures, event set-up and tear down, and
associated technical needs. They will also be fully responsible to maintain the plaza in a safe
and clean condition. Finally, they will have also maintain all required insurance certificates.
GLEI proposes to operate the markets on Mondays, from 4:00 to 8:00 p.m., rain or shine.
However, traffic measures would be implemented beginning at 3:00 p.m. and remain in effect
through 9:00 p.m. to accommodate a few food trucks on the parking lot directly adjacent to the
plaza and a nearby food court. According to GLEI, there are no similar events in the region on
Mondays. As the library is closed on Monday, it also avoids any parking or program conflicts.
GLEI has asked to operate the Farmer's Market for an initial period of six months to ensure
APPROVED FOR CITY COUNCIL AGENDA: ITEM NUMBER: �2
City Council Meeting
June 23, 2015
Page 2 of 2
adequate time to establish the event in the community. However, they would ultimately like to
see Rosemead's Farmer's Market transition to year -round with minimal periods of inactivity.
As noted above, because GLEI will assume all event responsibilities, the City will assume none
of the cost associated with event operations. In fact, GLEI is proposing to negotiate a modest
percentage of event proceeds to be given to the City. These funds will help offset the costs of
other City events.
PUBLIC NOTICE PROCESS
This item has been noticed through the regular agenda notification process.
FISCAL IMPACT
Green Leaf Events, Inc. proposes that they assume all operational expenses. As a result, there
should be no fiscal impact to the City.
Director
Green Leaf Events, Inc. Proposal
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V TS Inc .
reet Festivals•Farmers Markets•Special Events
sic Festivals•Corporate Events•Car Shows
3100 Big'Dalton,Ave. Suite 1704244
Baldwin Park, CA.91706'626.343.9469
PROPOSAL - City of Rosemead
Greenleaf Events Inc. (GLEI) would provide a Certified Farmer's Market event featuring,
food booths & trucks, artisan & commercial vendors, children's rides, live music, and the
certified farmer's market. We recommend the proposed market to be held on Mondays
from 4:00 p.m. to 8:00 p.m., beginning on a mutually agreed upon Monday date in July
continuing through the end of the trail period, held rain or shine, unless the schedule is
extended by mutual agreement.
Location of the event would be on the Plaza between the Rosemead City Hall and the
County Library building, including a portion of the driveway into the parking lots for both
facilities. Lot closures would be handled by GLEI staff. They would begin at 3:00 p.m.,
and re-open at 9:00 p.m. This would include placement of all traffic control and required
signs which are provided by and placed by GLEI professionals. A site map for additional
event location details will be delivered to you.
All event production is the responsibility of Greenleaf Events, Inc., as a `turn-key'
operation. The five major elements to the event are: a Certified Farmer's Market (CFM),
food court area, children's play/rides area, commercial/artisan vendor booths, and live
entertainment. There would be a ratio in vendors of one (1) artisan/commercial vendor
for every two (2) farmer's market booths (certified & non-certified). GLEI will maintain
control of all vendors' access to the market after consultation with the contract
administrator. GLEI will ensure that all food vendors have complied with Los Angeles
County Health Department regulations for equipment and permits. GLEI will certify that
City of Rosemead business licenses for event vendors are current (not including CFM
sellers). Greenleaf Events, Inc. will carry the necessary event insurance of commercial
liability naming the City of Rosemead as an additional insured, and commercial vehicle
Coverage.
GLEI would agree to a six (6) month trial period for the weekly event, during which we
would have an opportunity to recapture some of the start-up costs for the event. The
event could be cancelled by either party with one (1) weeks notice.
Greenleaf Events would also consider various themed nights during the course of the
season. Additionally, they would like to support Rosemead community youth groups
with some grant funding.
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