Extending the Season
- Farmer Girls (Northern Virginia)
- Athens Locally Grown (Athens, Georgia)
- Red Hills Online Farmers Market (Tallahassee, FL)
In addition, take a look at the Rodale Institute’s Internet Buying Clubs Combine Emerging Technologies and Community Values.
Be sure to provide sufficient ventilation for the number of people you expect to attend, seek out a location with windows, and make sure vendors will be able to get their products in and out of the facility easily.
Accessibility for those in wheelchairs or using rolling carts is also a concern.
Local schools, universities, religious and community institutions, and shopping centers are all good places to seek out indoor space for your market.
Fewer people will just happen upon your market when it’s indoors (unless you locate it in a mall or other high-traffic area), so marketing and advertising are essential. Create ample signage, and let your customers and vendors know during the regular market season about the winter location and hours for the market. Take advantage of opportunities to expand your web presence online (see the FAQ How do we increase our market’s web presence?), especially since more people are hibernating in front of their computers in the winter. Take a look at the FMC newsletter article, Winter Farmers Markets: Extending a Season of Warmth for more information about operating a market during the ‘off-season,’ and check out these examples: Salt Lake City Winter Farmers Market, Bath Farmers Market
If you live in a more northern climate with a longer winter season, you will have to work creatively with a much more limited array of local farm products, and a much less hospitable outdoor environment for shopping. Consider reducing vendor fees for your first winter or two, or offer flat rates instead of percentage-of-sales to attract more vendors. Encourage vendors in the summer to plant hearty winter crops and storage crops, letting them know that you will offer a market for those products come November. Demonstrate your commitment to this promise in the winter, even if only a few vendors show up every week. Find vendors who can offer value-added products such as sauces, jams, and jellies, as well as meats and cheeses to round out the less-abundant winter supply of fresh produce. The 32nd Street Farmers Market in Baltimore continues its market in the winter, adjusting its policies to accommodate some non-local produce. The Dupont Circle Farmers Market in Washington DC stays maintains its strict producer-only policies year-round, but adjusts the market hours to better meet the seasonal needs of producers and customers.
As a compromise between year-round and seasonal markets, you may also want to consider holding holiday markets. Berkshire Grown hosts holiday markets in Great Barrington and Williamstown, Massachusetts—one before Thanksgiving, the other before Christmas—so hard-core locavores can buy bulk items, and others can buy value-added items to use as gifts or as part of their holiday meals. The West Virginia Farmers Market Association hosts a ‘Winter Blues’ Farmers Market to take place immediately before a statewide small farm conference when many producers are already gathering in one place.
No matter what you decide, be sure to ask your farmers what their preferences are for the off season—many of them might enjoy having a break in the winter! It’s also not a bad idea to survey your customers about their willingness to brave snow and ice to visit the market in February.
- Decide how you will advertise and when you will hold promotional events.
- Develop your media campaign
- Create promotional materials such as signs and brochures
- Decide on special events and start planning
- Review and update market rules and regulations
- Develop or review the market’s strategic plan
- Meet with and report to the market board/committees
- Develop or review the market’s long-term marketing plan
- Review and update the market’s emergency preparedness plan
- Review the market’s operating hours
- Secure all permits
- Secure market liability insurance
- Review and improve the layout and design of the market
- Determine if your market is missing any products
- Develop a strategy to recruit new farmers and vendors
- Establish your budget and secure funding
- Determine or review vendor fees
- Establish community partnerships
- Certify market for the Nutrition Assistance Programs
- Hold a vendor meeting to discuss policies and changes
- Evaluate the market season:
- What worked well and what changes can be made to improve the market?
- What events/promotions added to market sales and what brought in more customers?
- Develop and update your advertising campaign
- Hold vendor meetings to give vendors a chance to offer ideas, discuss issues, and celebrate the end of the season
- Find professional development opportunities for management and staff
- Repair and maintain market grounds and supplies
Take a look at the What Does it Mean to Be a Market Manager section of the Farmers’ Market Federation of New York’s Farmers Market Manager Training Manual for more details. If this list seems overwhelming, remember that you don’t have to do this alone: establishing a board of directors or an advisory board and keeping good volunteers will provide you with many talented minds to offer feedback and provide support for accomplishing these tasks.