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HomeMy WebLinkAboutPD Certified Farmers Market RelocationMEETING DATE: PREPARED BY REQUEST: Recommendation By Minute Motion: STAFF REPORT CITY OF PALM DESERT ECONOMIC DEVELOPMENT DEPARTMENT October 29, 2020 Vanessa Mager, Management Analyst Approval of the relocation of the Palm Desert Certified Farmers' Market to San Pablo Avenue 1. Approve the relocation of the Palm Desert Certified Farmers' Market to San Pablo Avenue, starting December 2, 2020; and 2. Authorize the road closure on San Pablo Avenue between Alessandro Drive and San Gorgonio Way. Strateqic Plan Approval of the relocated Palm Desert Certified Farmers' Market helps address the following Economic Development, Tourism and Marketing, Land Use and Transportation priorities as specified in the 2013-2033 Strategic Plan, Envision Palm Desert— Forward Together: • Economic Development Priority 3: Create and attract entertainment and events to enhance and expand the Palm Desert economy and lifestyle. • Tourism and Marketing Priority 1: Improve access to Palm Desert and its attractions to enhance the ease of lifestyle • Tourism and Marketing Priority 2: Grow existing events and develop new events to enhance the desirability of Palm Desert as a year round destination. • Land Use, Housing & Open Space 4: Create a mixed -use city core integrating shopping, dining, lodging and housing • Transportation 1: Create walkable neighborhoods and areas within Palm Desert that would include residential; retail; services and employment centers; and parks, recreation and open space to reduce the use of low occupancy vehicles. Backqround Analvsis The Palm Desert Certified Farmers' Market is currently held everyWednesday (8 a.m. —12:30 p.m.) from October to April in the Entrada del Paseo parking lot, adjacent to the Henderson Community Building, at the corner of Highway 111 and El Paseo. While the current location has been a great addition to the area, staff recommends relocating the Palm Desert Certified Farmers' Market to San Pablo Avenue as a way to enhance the Farmers' Market while at the same time increasing accessibility to healthy food alternatives in the local neighborhood and awareness of the re -opening of San Pablo and its businesses. October 29, 2020 - Staff Report Relocation of the Certified Farmers' Market to San Pablo Page 2 of 2 Making the Certified Farmers' Market more accessible and visible to the community is a shared goal of the City of Palm Desert and the Market itself. At the suggestion of Council, staff approached Palm Springs Cultural Center to discuss the relocation of the Farmers' Market to San Pablo, which was meet with much enthusiasm. Public Works, Community Development and the Economic Development Departments have been working and will continue to work in conjunction to ensure a successful transition to San Pablo Avenue. Staff has worked diligently to gather and address any concerns that both the Farmers' Market and San Pablo businesses might have with regards to the relocation and thus have started focusing on subjects such as marketing efforts related toward the relocation and new location of the Farmers' Market, designated parking for vendors and shoppers, a traffic control plan, and facility needs. The Farmers' Market will continue to operate on its traditional schedule, Wednesdays from 8 a.m. to 12:30 p.m. The relocation would take place starting on December 2, 2020 and through April of 2021. If approved, staff will have a month to adequately promote the relocation. A road closure on San Pablo Avenue between Alessandro Drive and San Gorgonio Way would be in effect every Wednesday from 6 a.m. to 1:30 p.m. Through traffic will be detoured during this time and will be able to utilize San Carlos Avenue and Las Flores Lane to get to and from Highway 111 and Fred Waring Drive. Fiscal Analvsis Sponsorship for the 2020/2021 Palm Desert Certified Farmers' Market in the amount of $20,000 was approved at the August 27, 2020 City Council Meeting as part of the FY 2020/2021 City -Sponsorship budget. Funds are available in Account No. 1104416-4306201. LEGAL REVIEW N/A DEPT. DEPT. REVIEW REVIEW TS Ma.4i Atva r&z FINANCIAL ASSISTANT REVIEW CITY MANAGER ya—&r- 'i. Andy Firestine Robert W. Thomas Soule Martin Alvarez And Firestine Hargreaves Marketing Janet M. Moore y g g Director of Economic Director of Finance Assistant City City Attorney Manager Development Manager Interim City Manager Randy Bynder: RGil'JrGil )1 syndPr ATTACHMENTS: Market location Map f 4. V MW Highway 1P?A*,, Tffj, CO _ _ N 1�il'-iii1 t �► L]1�.1�IfIJ1.. M llllll�� 5an IM Way Alessandro Drive � Farmer's Market space from Alessandro Dr. to San Gorgonio Way. rEili -�'�1-\-t-J-A .