July 1, 2014 Council Meeting Packet Page 140

To:

From:

Submitted by:

Subject:

CITY OF CARMEL-BY-THE-SEA

Council Report

July 1, 2014

Honorable Mayor and Members of the City Council

Jason Stilwell, City Administrator

Janet Bombard, Library and Community Activities Director

Receive Update from the Farmers Market Ad Hoc Committee on an

Agreement with West Coast Farmers Market Association to Operate the

Carmel-by-the-Sea Artisan Food Experience and Farmers Market, Provide

Staff direction which may Include a Possible Street Closure

Recommendation(s): Consider potential actions with regard to an agreement with the West

Coast Farmers Market Association to operate the Carmel-by-the-Sea Artisan

Food Experience and Farmers Market

Executive Summary: The Farmers Market Ad Hoc Committee is hosting a meeting on Monday,

June 30, 2014 in order to receive input from residents and businesses

regarding the community's vision for the Farmers Market. Discussion

issues will include Market guidelines, hours of operation, location,

implementation of a mechanism for oversight of the Market, and the

contract.

Fiscal Impact:

Budgeted (yes/no)

N/A

The Ad Hoc committee will provide an oral report to Council at the July 1,

2014 meeting. Based on the Ad Hoc Committee's recommendations

Council can take action on the Farmers Market issue at the meeting.

Attachment: Carmel Artisan Food Experience Guidelines

None.

Funding Source( general fund, grant, state)

N/A

Previous Council Action: At the October 2, 2013 meeting, Council accepted the Downtown

Event ad hoc committee recommendations for an ongoing culinary event

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July 1, 2014 Council Meeting Packet Page 141

Decision History:

Reviewed by:

City Administrator

Asst. City Admin.

Public Safety Dir

City Engineer

and forwarded them to the Community Activities and Cultural

Commission for further refinement.

At the February 4, 2014 meeting, Council approved Resolution 2014-14

granting approval to hold the March 27, 2014 Farmers' Market in

Devendorf Park.

At the May 6, 2014 meeting, Council approved relocating the Farmers

Market to Devendorf Park and Mission Street between Ocean and 6th for

a six-week trial period beginning May 22 and running through July 1,

2014.

At its April 9, 2013 meeting the Community Activities and Cultural

Commission established guidelines for the weekly Farmers Market to be

run by the West Coast Farmers Market Association .

At the May 14, 2013 meeting, the Community Activities and Cultural

Commission discussed and accepted final (revised) guidelines for the

West Coast Farmers Market Association.

~ City Attorney ~ Administrative Services D

D Dir of CPB D Dir of Public Svcs D

D Library & CA Dirg] Other D

D

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July 1, 2014 Council Meeting Packet Page 142

CARMEL ARTISAN FOOD EXPERIENCE GUIDELINES Page 1 of 2

MISSION: The purpose of the Carmel Artisan Food Experience (Hereafter. the "Event") is to cultivate community: from farm to chef to table, through the growing, preparing, and consuming of sustainable, local, organic, artisan food. The Event strives to:

1. connect residents and visitors with each other in the heart of town by providing an open-air opportunity to shop for fresh food and taste the culinary explorations of local purveyors.

2. connect shoppers with local merchants by increasing foot traffic for existing storefronts and by providing Carmel-by-the-Sea food purveyors exclusive rights to establish a second, outdoor, venue for sales.

3. connect Carmel-by-the-Sea chefs and food purveyors with local farmers by providing accessible ingredients and encouraging cul inary partnerships.

4. connect shoppers with local farmers by educating them about the best Ingredients through the culinary excellence and experimentation required of the participating chefs and purveyors.

5. connect local farmers who use organic, sustainable practices with a larger Individual and business customer base in order to support their development and proliferation.

EVENT ORGANIZATION: The work of organizing and running the Event is carried out by a City-sanctioned Steering Committee and a professional Event Manager.

RULES: The Event Manager develops and maintains a set of Event Rules, enforceable throurh fines and limits to participation and in accordance with these Event Guidelines, the Food and Agriculture Code, A.!icle 5, Division 21 , section 58101, 58101.5, 58103, 58104 , and all other applicable City, State, County, & Federal regulations. The Steering Committee must give final approval as to whether the Rules meet the Guidelines, prior to their taking effect.

PURVEYOR PARTICIPANTS: Prepared Food Purveyors must currently operate a retail food store or restaurant within the official boundaries of Carmel-by-the-Sea and must offer one or more special prepared dish for on-site or at-home consumption. Purveyors must partner with a participating Farmer to showcase at least one ingredient from that Farmer's available products in the offered dish. Though each farmer ingredient Is organic, Purveyors are strongly encouraged to utilize all organic ingredients when possible. All Vendors must be in good-standing regarding City regulations and have all current required permits for their permanent storefront as well as any Event booth.

VENDOR PARTICIPANTS: Food Vendors must currently operate a retail food store within the official boundaries of Carmel-by-the-Sea. They must offer organic, value-added agricultural products (food and fiber) such as jams, dried fruit, cheese, baked goods, olive oil. No craft items will be permitted. All Vendors must be in good-standing regarding City regulations and have all-eurrent required permits for their permanent storefront as well as any Event booth.

FARMER PARTICIPANTS: Farmers will sell high quality, certified organic products at the height offreshness, which they grow or produce themselves. Farmers must provide a current Certified Producer's Certificate; the organic certificate from a USDA approved third party certifier; a copy of their state 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, wild-caught 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 and/or use.

COMMUNICATIONS: Participants must clearly display the name of their business. All temporary slgnage 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. Moreover, Farmers must post the ANDI score for all items. The display o( additional nutritional information Is strongly encouraged. Signage must comply with current laws. 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.

EQUIPMENT: The City may be able to supply equipment (power cords, and the like) and staffing (additional pollee

July 1, 2014 Council Meeting Packet Page 143

CARMEL ARTISAN FOOD EXPERIENCE GUIDELINES 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.

Page 2 of2

BOOTHS: Participants must establish and maintain clean, attractive, informative booths. The Manager or the Participants provide tables, chairs. table cloths, scales, umbrella, signage, waste receptacle, 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 with natural fabrics such as linen, burlap, or the like 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 outdoor portion of the Event is held at the north lot of Sunset Center, the indoor portion of the Event is held within the restaurants and other food establishments of Carmel-by-the-Sea. The Event location is subject to change, if desired.

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.

SMOKING: No smoking is permitted at the Event or within 100 feet thereof.

GARBAGE: The use of City waste and recycling receptacles by Event Participants and their customers is not permitted. The Event Manger must ensure that all Participants provide standardized waste, recycling, and composting receptacles , empty them frequently so that they do not overflow, and remove all waste from the City ~ft&f..tear:dcW'f\

FINANCIALS: The Carmel City Ap{ninistrator negotiates for Carmel City Council approval:

-tire g~neral terms of the contract with the Event Manager a sliding scale of profit sharing with the City of Carmel from 0% at Event startup, to larger percentages as profits rise. the fee for using city electricity or other utilities or services.

The Event Manager determines: the fee payment date , time, and methods. the outdoor event fee structures for Farmers, Vendors, and Purveyors, the indoor event fee structure for participants and/or visitors.

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 Manager's 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 all 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 Participants carry their own insurance coverage.

ENFORCEMENT: Event Manager must strictly enforce the Guidelines and the Rules founded on them following a clear procedural agreement signed by all Participants.