2. MOTION – Ottawa Farmers’ Market Association – Pilot Project and Long-Term Planning

motion – ASSOCIATION DES Marchés de producteurs D’OTTAWA – projet pilote et PLANIFICATION À LONG TERME

COMMITTEE RECOMMENDATIONs

1. That Council approve the Ottawa Farmers’ Market Association’s Farmer’s Market pilot project;

2. That, subject to availability, this project be located at Lansdowne Park for the first two years of operation, in 2006 and 2007;

3. That the Councillor for Capital Ward be consulted as part of the decision making process so that his community may be properly consulted;

4. That any booking and leasing of Lansdowne Park space will occur through the regular process and will be consistent with current policies and procedures;

5. That any funds required to offset the market rent and direct operational fees for the use of Lansdowne Park for 2006 and 2007 be taken from general reserves;

6. That the Ottawa Farmers’ Market Association work with staff to identify a permanent location in time for the commencement of the 2008 season;

7. That staff undertake a business case study to identify possible permanent locations for the Ottawa Farmers’ Market Association’s Farmer’s Market, including the examination of all possibilities at Lansdowne Park; and

8. That staff reports to the Agriculture and Rural Affairs Committee and Council no later than December 2007.

Recommandations du comité

1. Que le Conseil municipal approuve le projet pilote de l’association des marchés de producteurs d’Ottawa;

2. Que, selon la disponibilité des espaces, le marché se tiendra au parc Lansdowne en 2006 et en 2007, soit pendant les deux premières années de mise en œuvre du projet pilote;

3. Que le conseiller du quartier Capitale participera au processus décisionnel de sorte que la population qu’il représente puisse être consultée de façon appropriée;

4. Que la réservation et la location d’espace au parc Lansdowne respecteront le processus habituel et se feront conformément aux politiques et aux procédures en vigueur;

5. Que les fonds requis en 2006 et en 2007 pour couvrir les frais de location et d’exploitation liés à l’utilisation du parc Lansdowne seront puisés dans le fonds de réserve général de la Ville;

6. Que l’association des marchés de producteurs d’Ottawa collaborera avec le personnel municipal afin de trouver un espace fixe où le marché pourra être tenu à compter de 2008;

7. Que le personnel entreprendra une analyse de rentabilisation visant à repérer tous les endroits, le parc Lansdowne y compris, où pourrait se tenir de façon permanente le marché de l’association des marchés de producteurs d’Ottawa; et

8. Que le personnel fera rapport au Comité de l'agriculture et des affaires rurales et au Conseil municipal au plus tard en décembre 2007.

Documentation

1. Committee Coordinator, Agriculture and Rural Affairs Committee report dated

7 April 2006 (ACS2006-CCS-ARA-0001).

2. Extract of Draft Minutes 23, Agriculture and Rural Affairs Committee meeting of March 23, 2006.

Report to/Rapport au:

Council / Conseil

7 April 2006 / le 7 avril 2006

Submitted by/Soumis par: Agriculture and Rural Affairs Committee
Comité de l’agriculture et des questions rurales

Contact/personne-ressource : Diane Blais,

Committee Coordinator / Coordonnatrice du comité

580-2424, ext. 28091, diane.blais@ottawa.ca

Ref N°: ACS2006-CCS-ARA-0001

SUBJECT:

MOTION – Ottawa Farmers’ Market Association – Pilot Project and Long-Term Planning

OBJET:

motion – ASSOCIATION DES Marchés de producteurs D’OTTAWA – projet pilote et PLANIFICATION À LONG TERME

REPORT RECOMMENDATIONS

That the Agriculture and Rural Affairs Committee recommend:

1. That Council approve the Ottawa Farmers’ Market Association’s Farmer’s Market pilot project;

2. That, subject to availability, this project be located at Lansdowne Park for the first two years of operation, in 2006 and 2007;

3. That the Councillor for Capital Ward be consulted as part of the decision making process so that his community may be properly consulted;

4. That any booking and leasing of Lansdowne Park space will occur through the regular process and will be consistent with current policies and procedures;

5. That any funds required to offset the market rent and direct operational fees for the use of Lansdowne Park for 2006 and 2007 be taken from general reserves;

6. That the Ottawa Farmers’ Market Association work with staff to identify a permanent location in time for the commencement of the 2008 season;

8. That staff reports to the Agriculture and Rural Affairs Committee and Council no later than December 2007.

RECOMMANDATIONS DU RAPPORT

Que le Comité de l’agriculture et des questions rurales recommande :

1. Que le Conseil municipal approuve le projet pilote de l’association des marchés de producteurs d’Ottawa;

2. Que, selon la disponibilité des espaces, le marché se tiendra au parc Lansdowne en 2006 et en 2007, soit pendant les deux premières années de mise en œuvre du projet pilote;

3. Que le conseiller du quartier Capitale participera au processus décisionnel de sorte que la population qu’il représente puisse être consultée de façon appropriée;

4. Que la réservation et la location d’espace au parc Lansdowne respecteront le processus habituel et se feront conformément aux politiques et aux procédures en vigueur;

6. Que l’association des marchés de producteurs d’Ottawa collaborera avec le personnel municipal afin de trouver un espace fixe où le marché pourra être tenu à compter de 2008;

8. Que le personnel fera rapport au Comité de l'agriculture et des affaires rurales et au Conseil municipal au plus tard en décembre 2007.

BACKGROUND

At its 23 March 2006 meeting, the Emergency and Protective Services Committee received a presentation from representatives of the Ottawa Farmers’ Market Association who presented a proposal for a “producer based” farmers’ market pilot project at Lansdowne Park. Following this presentation and a brief discussion on the issue, the Committee unanimously approved the following motion, introduced by Councillor G. Brooks:

WHEREAS the City of Ottawa is committed to working with all of its residents and stakeholders for the betterment of the community;

AND WHEREAS the rural and farming communities are an integral part of the City of Ottawa;

AND WHEREAS the City of Ottawa, through the Rural Summit, committed itself to assisting the rural and farming communities addressing their particular needs;

AND WHEREAS the Ottawa Farmers’ Market Association want “to establish and maintain a Farmer’s Market for the purpose of marketing premium quality Ottawa region farm produce produced only by the vendor and to improve production of, stimulate public interest in, and increase consumption of these products”;

THEREFORE BE IT RESOLVED that the Agriculture and Rural Affairs Committee recommend that Council approve the Ottawa Farmers’ Market Association’s Farmer’s Market pilot project;

BE IT FURTHER RESOLVED that, subject to availability, this project be located at Lansdowne Park for the first two years of operation, in 2006 and 2007;

BE IT FURTHER RESOLVED that the Councillor for Capital Ward be consulted as part of the decision making process so that his community may be properly consulted;

BE IT FURTHER RESOLVED that any booking and leasing of Lansdowne Park space will occur through the regular process and will be consistent with current policies and procedures;

BE IT FURTHER RESOLVED that any funds required to offset the market rent and direct operational fees for the use of Lansdowne Park for 2006 and 2007 be taken from general reserves;

BE IT FURTHER RESOLVED that the Ottawa Farmers’ Market Association work with staff to identify a permanent location in time for the commencement of the 2008 season;

BE IT FURTHER RESOLVED that staff undertake a business case study to identify possible permanent locations for the Ottawa Farmers’ Market Association’s Farmer’s Market, including the examination of all possibilities at Lansdowne Park; and

BE IT FURTHER RESOLVED that staff reports to the Agriculture and Rural Affairs Committee and Council no later than December 2007.

CONSULTATION

Staff in By-law Services, Real Property Asset Management, Legal Services, Financial Services and the City’s Manager’s Office have been circulated on this report.

Comment from Real Property Asset Management

Lansdowne Park staff has reviewed the attached report and attachments, which include the estimates for location costs and requirements.

Staff supports the concept of a central growers' market and Lansdowne Park may prove to be useful in helping to gauge consumer support through this pilot project. The longer-term strategy for the continuation of a central growers’ market at Lansdowne Park will have to be assessed in the context of a long-range vision for Lansdowne Park and the availability of alternative sites.

For the pilot project at Lansdowne Park, the following is an estimate of the daily costs for the use of the Coliseum Building and related outdoor space for 2006, based on the information currently available.

Location	Cost
Outdoor space (discounted by 25%)	$1,125
Water hookups	$160
Parking Control	$550
Subtotal	$1,835
Coliseum Building discounted at 25%	$3,150
Total Cost of combined space per event	$4,985

In addition to these costs, the organizers will need to hire the Lansdowne Park electrical services contractor to distribute electrical service for their vendors, both inside and out. The specifics and costs of those requirements are not yet known.

In terms of total dollars for 2006, approximately $40,000 is estimated for the July/August dates. The fall portion of the schedule is still undetermined since, currently, there are no more than two consecutive "free" Sundays available.

Several outstanding issues will require further study. Staff’s intention is to report back to Committee when the issues are resolved.

Availability:

The report identifies that there is a 6-week block available for the Coliseum Building and related outdoor space in July/August. However, work continues with the organizers to determine the level of accommodation that can be provided in the fall. Certain fall dates are not available because of the parking requirements for other events. In addition, other dates are uncertain because of the question around paid parking.

At the present time, there is a reasonable degree of flexibility with dates in the late spring/early summer. August will not be available in 2006 or 2007 due to the Central Canada Exhibition.

The fall portion of the schedule is less flexible. There are more activities, greater frequency of paid parking events and more demand for parking accommodations as a whole. Annual events such as the Fall Home Show, Flea Market, indoor soccer, the RV Show, the Ski Show and the start-up of arena operations for the Ottawa 67s dominate the schedule.

Paid Parking:

Lansdowne's regular event operations do not normally include free parking. Trying to operate "free" parking during paid parking events would be very difficult. In the absence of an advanced ticket or some other means of identifying market consumers, it is impossible to filter arriving vehicles with any degree of certainty.

In addition, specific requirements as listed in the Market Association’s submission will require further evaluation:

· Product mix: the offering of crafts and a food court will be permitted to the extent they can be accommodated within current contract limitations and the exclusive food & beverage agreement already in place;

· Storage indoors: there is no storage currently available on site;

· Parking during events, including the Ex: the availability of any space during the fair would be entirely at the discretion of the Central Canada Exhibition Association;

· Office space: there is no office space currently available;

· Reopen vehicle gate to Holmwood: any advantage to the market operation will most likely be offset by the reduction of useable outdoor space.

RPAM staff is willing to work closely with the Ottawa Farmer’s Market Association both on the pilot project at Lansdowne Park and, in finding a long-term location to sustain their operation.

FINANCIAL IMPLICATIONS

Based on the recommendations contained in this report, the implementation issues and financial implications associated with the establishment of a Farmers Market pilot project at Lansdowne Park will be reviewed by the Real Property Asset Management and Financial Services branches. The findings of this review will be submitted to the Agriculture and Rural Affairs Committee at its April 20 meeting.

SUPPORTING DOCUMENTATION

Document 1 - Written submission from the Ottawa Farmers’ Market Association

OFM Presentation to ARAC

March 23, 2006

Name

The Ottawa Farmers’ Market Association was formed recently by all of the major horticultural producers in Ottawa to help develop a “producer based farmers’ market” pilot project at Lansdowne Park.

Purpose (from the Bylaws)

“To establish and maintain a Farmers’ Market for the purpose of marketing premium quality Ottawa region farm and craft merchandise produced only by the vendor and to improve production of, stimulate public interest in and increase consumption of these products.”

Membership (from the Bylaws)

“Any resident within a 100 kilometre radius of Ottawa and who agrees to abide by the rules and regulations of the Association may become a Member upon acceptance by the Board of Directors. The Board may also invite producers beyond the 100 kilometre radius under special circumstances to become members. All vendors selling at the Market shall be Members of the Association. Priority acceptance will be applied to producers residing and operating within the boundaries of the City of Ottawa.”

Background

The necessity of this project is based on a recent history dating back over 40 years or more. The horticultural industry within the City of Ottawa has been virtually eliminated. Where there were once literally hundreds of horticultural producers growing and selling their produce at the Byward Market, now there are less than a handful who sell only what they produce. The other vendors are allowed to buy from any supplier and sell, while given the impression to the consumer that the produce was grown by the vendor on their farm. This is untenable. The best of intentions to correct the problem have failed. Combining the producers with the resellers is not an option. If action is not taken very shortly, we will lose the horticultural industry in this region. Ottawa is the largest agricultural city in Canada and should set a positive example.

The Ottawa Farmers’ Market will fulfill a demand by consumers in Ottawa to buy from Ottawa area producers. The population of Ottawa is sufficient to support another market and all the markets will be complementary to each other.

Recent changes by the “big box stores” requires virtually all suppliers to deliver their products to the company warehouse in Toronto, rather than smaller warehouses here in Ottawa. This has virtually eliminated the wholesale marketing of produce grown in Ottawa.

Horticultural producers have very few options left to pursue in order to make a living. The three producer based Farmers’ Markets in Carp, Metcalfe and North Gower have been very successful. But the income generated by the sales on a Saturday morning can not provide sufficient income for a producer. The producers need additional venues to make better use of their production area if their farms and small businesses are to be viable. A producer based farmers’ market in the Ottawa core is an exciting solution.

The Ottawa Farmers’ Market Association was established with the support of the 3 Farmers’ Markets, all the horticultural producers from the Byward Market, who are not resellers, and all the larger horticultural producers in Ottawa selling on roadsides and at the farm gate. They have worked very hard to get this pilot project off the ground this year. The time is NOW to develop this project. Not to proceed would result in the loss of several producers. We need your support to help make it happen.

Participants

Farmers, bakers, preserve makers, syrup producers, crafters and many others, primarily from the Ottawa region, will benefit from this market. These producers will govern the Market.

The Market

The Ottawa Farmers’ Market Association proposes that the Market will be on Sundays in 2006, starting at 8:00 a.m. with a “wholesale market” followed by the regular market. The first market day will be July 2 and the last on October 29. Inside facilities are available for 6 weeks but outside space should be available the whole time.

Commitment

Carp, Metcalfe and North Gower Farmers’ Markets, all major Agriculture Associations, Chambers of Commerce, Just Food, citizen groups, etc have expressed their support. Producers are committing $1,000.00 each now plus Membership and staff fees. (Table A)

Costs

Our budgeting shows that the cost of setting up the Market and managing it the first year will exceed $112,000.00. (Table B)

Requirements

The Ottawa Farmers’ Market is currently seeking cash grants in the amount of about $40 – 45,000 to break even in the first year (Table A) plus concessions on the Lansdowne rental rates (Table B).

The same product mix (agricultural, baking, preserves, crafts, food court) as the other producer based Farmers’ Markets in Carp, Metcalfe and North Gower must be allowed.

The 2-3 years of the Pilot Project will require: Coliseum Building inside and outdoor space to North of the Coliseum, free parking at Lansdowne Park. (ariel Photo)

Concerns include: storage indoors, parking during events including the EX, office space (desk, files, phone), reopen vehicle gate to Holmwood Ave.

Picture It

Imagine Lansdowne Park bustling with excited consumers buying the best quality crafts and goods made in the Ottawa region. And oh yes an additional 100 farm vendors selling their own produce. Picture a jewel in the center of Ottawa providing the venue for rural Ottawa businesses to sell and recirculate the earnings into the local economy. Research by the Farmers’ Markets Ontario Association together with the University of Guelph shows that for every $1 spent at a farmers’ market, a consumer spends an additional $2.50 to $3 in the local community. The potential is huge and the prospects exciting. (Table C and Chart A, showing sales and economic spin-off)

Table A

OFM Financial Commitment

2006

Participants	$1000 ea.	Membership $ @ $150	Staff Fees $ @ $75 / day	Total $
10 producers	10,000.00	1,500.00	15day 11,250.00	22,750.00
35 From Carp		5,250.00	8day 21,000.00	26,250.00,
20 From Metcalfe		3,000.00	7day 10,500.00	13,500.00,
5 from North Gower		75.00	7day 2,625.00	3,375.00
15 others		2,250.00	5day 5,625.00	7,875.00
85 total	10,000.00	12,750.00	51,000.00	73,750.00
Grants				40,000.00
			Total	113,750.00

Table C

Sales

2006 Estimate, 2007-10 Projections

Year	Av. # Producers	# Days	Average Sales $/	Total $
2006	36	15	450	243,000.00
2007	100	50	500	2,500,000.00
2008	150	75	525	5,900,000.00
2009	175	75	550	7,200,000.00
2010	200	75	600	9,000,000.00
			Total	$25 million

Table B

OFM Expense Estimate

2006

Item Description

Cost $

1. Staff set-up

a) 10 – single canopy 10’X10’ @ $200 = $2,000

b) 25 – double canopy 10’X20’ @ $350 = $8,750

c) Anchor & hardware system $4,000

d) Storage container $8,000

Total $22,750

23,000

2. Location Costs

a) Rent $1

b) 80 – Vendor name badges @ $10 = $800

c) Hydro @ $100 per day X 15 = $1,500

d) Water @ $100 per day X 15 = $1,500

e) Cleaning @ $200 per day X 15 = $3,000

f) Public address system $1,000

Total $7,800

8,000

3. Signs

a) Main gate Bank Street $2,500

b) Banner Bank Street $1,000

c) TODD 2 - $1,500 + $350 = $3,700

d) Pylons 50 @ $15 = $750

e) Direction & Parking 25 @ $35 = $875

f) Special Events 20 @ $35 = $700

g) A-frames 10 @ $200 = $2,000

h) Trollies & Carts $1,000

Total $12,500

13,000

4. Staff

a) Manager $15,000

b) Public Relations Manager $15,000

c) Set up crew 3 – 6 hr @ $16 = $288X15 = $4,320

d) Hostesses 2 – 8 hr @ $8 - $128X15 = 1,920

Total $36,240

36,000

5. Advertising

20,000

6 Web Site

5,000

7. Newsletters

a) Customer News 15 @ $100 = $1,500

b) Vendors News 12 @ $50 = $600

Total $2,100

2,000

8. Meetings and Administration

1,500

9. Insurance

a) Vendors Liability $500

b) Directors Liability $1,000

Total $1,500

1,500

10 Special Events

a) Tables $500

b) Event Expenses 15 @ $100 = $1,500

Total $2,000

2,000

Total

112,000

Ottawa Farmers’ Market Association

– Pilot Project and Long-Term Planning

On behalf of the Ottawa Farmers’ Market Association, Mr. A. Terauds presented a proposal for a “producer based” farmers’ market pilot project at Lansdowne Park. A written copy of the group’s proposal was circulated to Committee members and is held on file. In presenting this item: he stated the project’s purpose; he outlined some of the associated background; he listed some of the participants and the commitments they had made to the project; he discussed the project’s budget estimates; and he advised that the group was seeking to raise $40,000 to $45,000 in grants in order to launch the project. In closing, Mr. Terauds expressed the belief that this project would benefit everyone; local horticultural producers, local consumers who don’t necessarily have the means of getting out to the rural areas to buy fresh, locally grown produce, and the local economy.

Councillor Little expressed support for the proposal, noting that there was certainly great demand in Ottawa for farmers’ markets and access to fresh, locally grown produce. He wondered if anyone from the Parkdale Market had been involved in developing the proposal. Mr. Terauds confirmed that one vendor from that market had participated.

Responding to questions from Councillor El-Chantiry, Mr. Terauds indicated the Association did not have information yet with respect to the availability of Lansdowne Park. He advised that a meeting was scheduled for the following week with Lansdowne Park management staff. Speaking to the issue of parking, he acknowledged the importance of having nearby, easily accessible, and free parking for this type of activity. He noted that there used to be an access to the site from Holmwood Avenue but that it had been converted from a vehicle access point to a pedestrian-only access. He indicated he was not sure what would be needed to have it converted back to full vehicle access, though he felt that would be important to the project’s success.

Concluding the discussion on this issue, Councillor Brooks introduced a motion recommending, among other things, that Council approve the pilot project.

Moved by Councillor G. Brooks

WHEREAS the City of Ottawa is committed to working with all of its residents and stakeholders for the betterment of the community;

AND WHEREAS the rural and farming communities are an integral part of the City of Ottawa;

AND WHEREAS the City of Ottawa, through the Rural Summit, committed itself to assisting the rural and farming communities addressing their particular needs;

THEREFORE BE IT RESOLVED that the Agriculture and Rural Affairs Committee recommend that Council approve the Ottawa Farmers’ Market Association’s Farmer’s Market pilot project;

BE IT FURTHER RESOLVED that, subject to availability, this project be located at Lansdowne Park for the first two years of operation, in 2006 and 2007;

BE IT FURTHER RESOLVED that the Councillor for Capital Ward be consulted as part of the decision making process so that his community may be properly consulted;

BE IT FURTHER RESOLVED that any booking and leasing of Lansdowne Park space will occur through the regular process and will be consistent with current policies and procedures;

BE IT FURTHER RESOLVED that any funds required to offset the market rent and direct operational fees for the use of Lansdowne Park for 2006 and 2007 be taken from general reserves;

BE IT FURTHER RESOLVED that the Ottawa Farmers’ Market Association work with staff to identify a permanent location in time for the commencement of the 2008 season;

BE IT FURTHER RESOLVED that staff reports to the Agriculture and Rural Affairs Committee and Council no later than December 2007.

CARRIED