1. travel
2. tourist destinations
3. canada

BUSINESS PLAN
Brantford Farmers’ Market
January 2010
Business Plan
Brantford Farmers' Market
January 2010
1
EXECUTIVE SUMMARY
Purpose of Business Plan:
City of Brantford Council passed the following resolution;
WHEREAS at the meeting held on June 22, 2009, Council directed the City
Manager to develop a process for the Brantford Airport Board, Golf Board and
Farmers' Market Vendors Association to update existing or develop new
business plans with the predominant goal to having the respective service areas
move to financial independence from City taxpayers no later than the start of the
2013 fiscal year; and
WHEREAS the Brantford Airport Board, Golf Board, and Farmers' Market
Vendors Association were directed to present updated or new business plans
detailing their compliance with the goal of financial independence for
consideration by the Finance Committee no later than its meeting scheduled for
December 9, 2009; and
WHEREAS on August 28, 2009, the City of Brantford was advised that its
applications for funding through the Community Adjustment Fund (CAF) for a
new commercial aircraft hangar at the Brantford Airport in the amount of
$700,000 and for renovations to the Brantford Farmers’ Market in the amount of
$391,435 had been successful; and
WHEREAS under the CAF Program, the renovations are required to be
completed by March 31, 2010 in order to receive the funding; and
WHEREAS the same staff from Engineering, Property Management and Finance
are working on the Business Plans, as well as the two projects receiving funding
under the CAF Program;
NOW THEREFORE BE IT RESOLVED THAT the date for submission of the
Golf, Airport and Farmers’ Market Business Plans to the Finance Committee BE
CHANGED to no later than the meeting scheduled for January 15, 2010 to
ensure that there is sufficient time in order to get all financial information
reviewed and included in the Business Plans for these facilities.
The Farmers Market Association was given the option develop their own
business plan for presentation to Council utilizing available or to have the review
done on their behalf. The Farmers Market Association opted to undertake the
completion of a business plan showing financial independence.
2
Business Plan
Brantford Farmers' Market
January 2010
Methodology Utilized
The overall business plan development consisted of the following process:
o Review of current Governance, role and responsibilities of the Farmers
Market Association
o Assessment of all Options available to the Association to achieve cost
recovery including whether or not to remain in the business of providing a
farmers market for the community of Brantford
o Assessment of current facilities
o Operational Assessment including management of operations, current layout
of operations, staffing levels, building maintenance, equipment, current
policies/ procedures
o Current target market and user review
o Industry Analysis
o Current Situation Analysis
o Marketing Analysis/Strategy
o Five (5) year financial review and analysis
o Recent Investments/Future investments required
Once the necessary assessments and analysis were completed a roadmap to financial
independence was developed. This included the strategy going forward,
recommendations in order to achieve success, identification of barriers/obstacles to be
removed, financial targets and expectations and the clear identification of the role of the
municipality and the Association in the way forward.
Options Considered and Final Recommendations
As the mandate of the motion was to have the Farmers’ Market move to financial
independence from City taxpayers no later than the end of fiscal year 2012 the focus
was on changes required to accomplish this task. Previous Service Review initiatives
investigated various options (sustainability/closure) of the Farmers Market. The two
options considered to reach financial independence were:
1. To Design and Build a New Farmers Market to meet increased
vendor demand, alleviate current building, parking, design, health
& safety, and accessibility issues.
2. To Modify Existing Farmers Market as much as possible given
limitations of existing building to alleviate current building, design,
health & safety and accessibility issues
3
Business Plan
Brantford Farmers' Market
January 2010
DESIGN/BUILD NEW FARMERS MARKET - CHART
Advantages
1. complete redesign of farmer’s market
including parking
2. increase space to accommodate more
indoor vendors which leads to increase
revenue stream
3. increase “on-street” visibility on Icomm
Drive which would potentially increase
number of customers
4. increase number of prepared food vendors
(larger kitchen facilities) leading to
increase customer base
5. ability to rent out kitchen facility during
non-market days, increasing revenue
stream
6. increase seating area indoors leading to
customer convenience and therefore
increase number of customers
7. ability to encompass area for events,
workshops/seminars, leading to increase
customer draw
8. space can be rented out leading to
increase revenue stream
9. ability to increase parking for customers
10.ability to increase number of seasonal
outdoor vendors
11.ability to have outdoor food vendor year
round
Disadvantages
Costs
1. unknown environmental
1. Estimated costs at
factors on current site
$1.4 million
2. timeline to construct is
approximately 12-18
2. Current Capital
months
Fund at $565,000;
3. increased operational
need to generate
costs and space
$835,000 more or
leading to potential
have City amortize
increase in vendor stall
costs over 20 years
rates
to vendors similar to
4. vendor stall rates would
past agreements
increase to reflect
capital investments
Benefits
1. increased number/type
of revenue streams and
overall revenue
2. increase number of
customers to market
3. Building design specific
to meet needs/vision of
farmers market
4
Business Plan
Brantford Farmers' Market
January 2010
MODIFY EXISTING FARMERS MARKET - CHART
Advantages
1. currently filled to capacity (all stalls rented)
2. upgrade facilities to meet requirements is
less expensive than new building
3. can make modifications now instead of
waiting until capital funds are in place for
new building
4. remain in existing location
5. can encompass seating area (indoors and
outdors)
6. ability to increase accessibility
(washrooms, parking)
7. ability to increase parking for customers
8. ability to increase number of seasonal
outdoor vendors
9. ability to have outdoor food vendor year
round
Disadvantages
1. operate within current
building with upgrades
only to structure,
parking lot, washrooms
2. no additional space for
more indoor vendors
3. space planning not as
effective
4. some cases it is a
band-aid approach to
repairs (floor)
5. space is limited to
current building
parameters
6. limited options for
accessibility
requirements (services
at stalls for
disabilities/wheelchairs
is limited)
Costs
1. $391,0000 federal
grant changes
2. $150,000 for
additional changes
beyond federal
grant approvals
3. additional dollars
should be spent on
standardizing
vendor stalls,
accessibility and
modifying existing
safety concerns with
stalls.
Benefits
1. upgraded facility at a
fraction of the cost
due to grant
2. ability to complete all
requirements with
some dollars
remaining for future
upgrades in capital
fund
FINAL RECOMMENDATION: It is recommended the City of Brantford retain its farmer’s market operations and modify
the current facilities. This option was based on serious consideration of the funding available through the Community
Adjustment Fund and the timelines associated with the funding. The market provides unique benefits and quality of life to
its customers, community members and visitors to the City of Brantford.
Business Plan
Brantford Farmers' Market
January 2010
5
HIGHLIGHTS OF FINDINGS:
Role of Public/Farmers’ Markets:
Public/farmers’ markets are unique economic and social institutions, which are increasingly
being viewed as tools to achieve a wide variety of goals including:
o Improved access to quality food
o Farmers’ markets play a key role in the marketing of Canadian agricultural
products; they play a significant role in generating farm incomes
o Provide better marketing opportunities for family farmers
o Improving social interaction in urban neighborhoods
o Increasing social cohesion
o Providing employment opportunities to local communities
o Creating entrepreneurial environment to small business formation
o Make positive contributions to the economy and to Canadian communities:
thereby enhancing community economic development.
For public markets to provide the benefits discussed above, they first must be economically
sustainable, and this often requires some form of external financial support. A key issue in
obtaining public and other funding for public/farmers’ markets is whether the markets can
demonstrate that they deliver economic benefits to the community.
Policy makers should seize upon the opportunity and acknowledge that farmers’ markets are
a bona fide part of the food system rather than just “special events” or tourist attractions. The
steps that can be taken to alter this misconception are low cost and use existing
administrative structures. It is essential to local economic development to treat farmers’
markets as more than recreation or entertainment. Farmers and value-added processors
need to be assured that if they are willing to sell their products at farmers’ markets; they will
have security of the venue.
Role of Farmers Market Vendors Association
The role of the Farmers Market Vendors will continue to be the liaison between City staff and
market vendors. The following changes should be implemented in 2010 forward:
o Be directly involved in the budget process annually to provide assistance and
feedback where possible
o Be directly involved in the review of bylaws governing the market vendors
annually or as needed and provide assistance and feedback where possible
o Be involved in the development of a marketing plan annually to provide
assistance and feedback where possible
Business Plan
Brantford Farmers' Market
January 2010
6
ROADMAP TO FINANCIAL INDEPENDENCE
In order to achieve financial independence of the Brantford Farmers’ Market, it is imperative
that a number of actions be taken simultaneously. They include changes as outlined above
in the model for financial independence and include:
1. Recognition of the City to remain in the Farmers Market business and make public
statements of support to decrease general public uncertainty and stabilize
revenues at the market.
2. Greater involvement of the Farmers’ Market Vendor Association in the
development and monitoring of budget and the inclusion of the association in any
proposed changes to the budget. The Association would remain involved in the
market management and administration, but would not become a separate third
party board that would take full responsibility of the market.
3. Implement Capital Investments as outlined above beyond those paid for through
federal funding and allow remain funds to be utilized for future capital requirements
(accessibility and standardization of vendor stalls/facilities)
4. Release TP8 reserve funds to be utilized for the development of a professional
marketing plan and the implementation of such
5. Implement changes to bylaws to better manage the market and provide stronger
guidelines of operation
6. Delete overhead charges and allow for the charges by other departments to
compensate for support by Property Management department (See Appendix 1)
7. Implement POS system for the collection of revenues by vendors and an ATM
machine for the convenience of customers
8. Recognize and approve the forecasted vendor stall rates from 2010 through to
2013
9. Redevelopment of website
10. Modifications/amendments to current bylaws to allow for:
o Increase in Vendor Rental rates (rental fees based on total square
footage at a specified per square foot cost with prescribed increases
between 2010 and 2013 as outlined in the proposed budget)
o Charges to be implemented for Electrical use base on flat fee per piece
of equipment
Business Plan
Brantford Farmers' Market
January 2010
7
o Vendors to include full-time Outdoor Vendor (such as french fry stand)
o Vendors to include Outdoor Seasonal
o Revise wordings where appropriate to reflect No Exclusions on Prepared
Food Vendors (more than one, delete monopoly)
o Develop guidelines for site lines, height restrictions, safety factors
o Delete one (1) month free incentive if vendors pay upfront for the year
o Develop standards for stalls (counters, space, etc)
o Implement regulation that all equipment to be turned off on Saturday or
vendors can pay per day per piece of equipment it is on
o Implement Adjudication process for new vendors
o Increase enforcement of bylaws
Business Plan
Brantford Farmers' Market
January 2010
8
BUSINESS OVERVIEW:
Background/History of Operations
The Brantford Farmers' Market is located at 79 Icomm Drive just south of the downtown
district. The BMF has been in this location since 1965. Prior to 1965, the market was located
on the lands where the current Market Square Mall is located.
Facilities
The building, fronting on Icomm Drive, is a 9,766 square feet (923 square meters)
rectangular steel structure with metal roof. The building envelope requires a substantial
amount of work to improve its performance (currently underway as a result of Federal
Funding Initiatives and to be completed by March 31, 2010).
The Brantford Farmers’ Market is located on or within the area identified as abandoned
landfill site No. 7 in the City's Abandoned Landfill Sites Report, dated March 1994. The site
was used as a former canal channel, was abandoned and replaced with a piped storm sewer
in 1950, with the balance of the canal trench filled with mixed municipal wastes. Areas of Site
No. 7 were investigated in the 1994 study and showed typical mixed waste classes and
somewhat elevated levels of methane gas east of the current Ring Road. No disposal
activities have taken place within the last 25 years and therefore no MOE approvals would be
required for change of use under the EPA for landfills. It is uncertain if the site were to be
disturbed through the building or relocation of buildings below grade if there would be an
environmental issues/contamination as a result.
1920 Statute
The City of Brantford is obligated, as a result of a 1920 Statute to always maintain a suitable
site for public market purposes.
Governance
Since 1965 the Brantford Farmers’ Market Vendors’ Association has been the recognized
user group who liaised with City staff on behalf of the market vendors. The Association has a
formal structure and it elects its executive and board members annually. The current Chair of
the Vendors’ Association is Mr. Gordon Swan.
Business Plan
Brantford Farmers' Market
January 2010
9
The City of Brantford currently collects an annual Association from each vendor on behalf of
the Association and pays the amount directly to the Association annually. The funds are then
utilized as donations to community projects/events/causes as decided upon by the
Association.
The Brantford Farmers’ Market has been administered by the Property Management
Department since 2001. Prior to 2001, the administration of the market was the responsibility
of the City Clerks Department/Real Estate Department
Although the Farmers’ Market Vendors’ Association is the official liaison with the City, it is an
unincorporated entity that has by-laws governing the general conduct of the business and
affairs of the Association.
Role of Public/Farmers’ Markets:
Public/Farmers’ markets are unique economic and social institutions, which are increasingly
being viewed as tools to achieve a wide variety of goals:
o Improved access to quality food
o Farmers’ markets play a key role in the marketing of Canadian agricultural
products; they play a significant role in generating farm incomes
o Provide better marketing opportunities for family farmers
o Improving social interaction in urban neighborhoods
o Increasing social cohesion
o Providing employment opportunities to local communities
o Creating entrepreneurial environment to small business formation
o Make positive contributions to the economy and to Canadian communities:
thereby enhancing community economic development.
For public/farmers’ markets to provide the benefits discussed above, they first must be
economically sustainable, and this often requires some form of external financial support. A
key issue in obtaining public and other funding for public markets is whether the markets can
demonstrate that they deliver economic benefits to the community.
Farmers markets are a great success story for Ontario with strong consumer and vendor
support as evidenced by the growth in attendance and number of markets. Success is built
upon many factors including a desire to return to healthier, fresher, locally produced products
and a strong belief in the integrity of shopping in the community. They are very popular with
their customers: 96% of customers said their farmers’ market experience met or exceeded
their expectations
Business Plan
Brantford Farmers' Market
January 2010
10
Products/Services offered
The Brantford Farmers Market is one of 154 markets across Ontario that provides
consumers with an alternative shopping experience and local products. Market vendors
offer a vast array of food and non-food items, but clearly the largest demand is for meat,
fresh fruits, vegetables, cheese and baked goods
Customers feel a strong sense of community and local pride in attending farmers markets
and are highly motivated to purchase fresh, in-season produce in clean, simple
surroundings.
Events/special functions
In the past six years, the staff, in cooperation with the vendors, initiated special community
events such as Strawberry Fest and the Fall Festival. The events attracted additional
shoppers, especially families with young children for the day. The same events are repeated
every year with different themes to further encourage young families to attend the Brantford
Farmers' Market.
Benefits to Community
National Farmers’ Markets Impact Study found that Farmers’ Markets remain strong
contributors both to the economy and to the fabric of Canadian communities. Farmers’
markets continue to show growth on an annual basis.
The social role of the Market is to provide a venue where local producers, crafters and so on,
can gather to offer their products in a clean and friendly environment. In doing this, a greater
sense of community is created. The Farmers’ Market is a meeting place for the community,
and this is clearly seen on a weekly basis. Beyond this, the Farmers’ Market vendors make
substantial weekly contributions of food to local charities which is has been going on for over
30 years.
The personal interaction between vendors and customers is a dynamic that is critical in
creating a strong social fabric for the community. For these reasons, the social role of the
Market is very alive and has a great strength and depth. This strength and depth is scene by
the continued support of the Market from its community through times like the Service
Review and simply by the increase in attendance over the past several years. Our events
continue to achieve the goal of attracting new customers, in particular, young families, which
are 30% of the Farmers’ Market customer base as noted earlier in the business.
11
Business Plan
Brantford Farmers' Market
January 2010
Support Of Local Farmers
“I think that we are losing too much of our farming in the province of Ontario, and we have to support
the farmers. I am sick and tired of buying imported fruits and vegetables from the states when we can
grow them here. That’s probably the main reason that I come down here is because I don’t want to buy
imported fruits and vegetables when I can get locally grown”.
Eighty-three per cent of respondents agreed strongly about supporting local farmers. Similarly, 85% of
these Farmers’ Market patrons agreed strongly with buying local. The following comment, though less
common, links individual farm support to broader spatially oriented values:
“Because if you don’t support your own community then that portion, that sector of your economic
community is going to whither. And that weakens the whole fabric of our society and of this community
in particular. So that’s why those are so important to us.”
Business Plan
Brantford Farmers' Market
January 2010
12
ECONOMIC IMPACT ANALYSIS/SPIN-OFF OF OPERATIONS FOR MUNICIPALITY
Community Economic Development
Farmers’ markets can be defined as social enterprises or as co-operatives. Co-operatives of
the twenty-first century can be understood to be “an autonomous association of persons
united voluntarily to meet their common economic, social and cultural needs and aspirations
through a jointly-owned and democratically controlled enterprise”. (Conn, 2005, p. 4).
All the customers surveyed (1998) believe that it is important to support “local” growers at the
market, which explains the fact that the average spending in the Brantford market per
customer per visit is $32.06. It is estimated that approximately 4600 people visit the market
weekly during peak season and approximately 3000 during off-season, resulting in
approximately 203,410 people annually. This translates into an estimated annual volume of
sales of $6.52 million. By using the economic multiplier of two (2) the estimated annual
economic impact of the market on the community at large is $13.4 million (in 2005). The
Farmers’ Market also sustains between 50 and 70 jobs (depending on the season) and
creates approximately 120 additional jobs within the community.
In addition, the market provides a venue from which the citizens of Brantford and area are
able to purchase healthy fresh produce that is locally grown. This contributes positively to the
health and wellness of the community. In the 2002 and 2005 updates of a 1998 study
conducted by Dr. Harry Cummings of the University of Guelph School of Rural Planning and
Development, The study investigated the economic impact of 19 Ontario Farmers Markets;
Brantford’s being one of the markets. The following conclusions for Brantford Farmers’
Market were confirmed:
o 75% of shoppers are regular, of which 48% visit the market almost weekly and
27% visit 1-3 times per month
o Farmers Markets are the #2 source for grocers for 62% of shoppers, coming in
behind traditional grocery stores
o 95% of those that visit the market are there to buy, resulting in direct economic
spinoff
o Fresh, in-season and locally produced products top the list of what shoppers
want. Low price is the least important factor in drawing customers to farmers’
markets.
Business Plan
Brantford Farmers' Market
January 2010
13
According to a new national study released by Farmers Markets Canada in February 2009
the impact of farmers’ markets on the Canadian economy was reported to be up to $3.09
Billion and sales of $1.03 Billion.
In a 2002 survey of over 800 customers from a variety of indoor and open-air markets around
the country indicates that 60% of market shoppers also visited nearby stores on the same
day; of those 60% said they visited those additional stores only on days that they visit the
market. In addition the study shows that an overwhelming majority of farmers market
customers also patronize at least one other nearby store on their way to/from the market with
many visiting two or more stores in the same trip.
OPERATIONS
Current Infrastructure
Full municipal services are available to the site including hydro, natural gas, telephone and
municipal water and sewage services. Storm drainage is provided along Icomm Drive in the
form of enclosed sewers.
Recent Investments
Due to the controversary during the Service Review of the Brantford Farmers’ Market in
2006-2007, whether or not the City would continue to support a Farmers’ Market, and
discussions of potentially relocating the market, no significant capital investments have been
made to the market. However in the fall of 2009 the City applied for and was successful in
receiving federal funding in the amount of $391,000 for proposed infrastructure changes to
the current facility. These funds will cover a large portion of the modifications required;
however additional funds from the estimated capital fund of $525,000 will be required.
Current Staffing and Personnel Costs
The Business Plan adopted by Council in 2003 authorized staff to hire a part-time Brantford
Farmers' Market Coordinator, which contributed to improving Vendor recruitment and
retention, leading to 100% occupancy rate today and increased revenues from rental fees.
Business Plan
Brantford Farmers' Market
January 2010
14
Overhead Support and Costs
Based on historical financials provided the Brantford Farmers’ Market has been charged an
annual fee of $17,000 in the form of charges from other departments. These fees were
charged for the administration of the farmers’ market through the Property Management
department. In 2005 a part-time Market Manager was hired to work at the market a
maximum of twenty (20) hours per week to perform the administrative functions. In addition,
the Property Management department provided support services. In 2009 the City imposed
Overhead charges that were assigned to the Brantford Farmers Market based on internal
calculations and methodologies.
Hours of Operation
The Brantford Farmers’ Market operates all year round on Fridays from 9:00 a.m. to 5:00
p.m. and Saturdays from 7:00 a.m. to 2:00 p.m. In the summer months, several out-door
vendors are added to increase the sale of “Ontario” grown fresh produce and farm products
in the Outdoor Market located in the parking lot adjacent to the market building. A number of
vendors utilize Thursday’s to prepare for market and are in the facilities. All vendors have
keys and access to the building at any time.
Vendors
There are currently forty-five (45) stalls that are rented by 30 different vendors that are
broken into four (4) categories with the potential for two (2) additional revenue streams.
Currently the four categories of vendors are:
o Refrigerated (butchers, caterers, vendors etc utilizing refrigeration equipment)
o Non-Refrigerated (produce, flowers, bakery, craft, vendors etc not utilizing
refrigeration equipment)
o Prepared Food Vendor (coffee bar, vendor utilizing kitchen facilities)
o Outdoor (seasonal) Vendors
Five vendors operating 12 of the stalls have been located in the market since 1965. Layout
2A & Appendix 2B lists the vendors as of October 2009. There are additional outdoor
vendors that participate on a seasonal basis with an average of 12 stalls outdoors. It is
anticipated with modifications to the current site the number of seasonal outdoor vendors can
be increased.
Additional vendors that could be added include the expansion of outdoor seasonal vendors
(relocated to east end of building to be visible drawing card to general public) and a yearround outdoor vendor (french fry stand or other prepared food vendor).
Business Plan
Brantford Farmers' Market
January 2010
15
It is recommended that the current bylaws limiting one prepared food vendor also be
expanded to include others, as a number of inquiries have been denied due to current
bylaws. In addition, a survey of other markets shows higher levels of prepared food vendors,
which draw the public, encourage them to stay longer and to taste the products onsite as well
as providing an aroma as stimulus within the market environment. Many current vendors are
interested in selling their own products as prepared food items available for sale.
TARGET MARKET
In defiance of all the news about economic globalization covering the planet with big box
stores, public markets are undergoing a sweeping renaissance as people around the world
strive to rebuild local economies and keep human connections flourishing.
People love markets for so many reasons, yet the reason that is always the response is the
experience: seeing other people, opportunities for impromptu conversations, and the
unexpected sensory delights. This is what draws people back again and again to their
favorite markets
Customer Profile
It is estimated that approximately 4600 people visit the market weekly during peak season
and approximately 3000 during off-season, resulting in approximately 203,410 people
annually
The majority of the Market shoppers, over 70%, are females with the majority of them
between the ages of 23 and 74 and brings their children along for the experience. Although
the most common mode of travel to the market is by car, the average travel time to the
market is 10 minutes, indicating that most shoppers live within the city boundaries.
On average, each customer attends the market more than 3 times per month. Ninety seven
percent of the shoppers are attracted to the market by the “fresh products” and over 75% of
the shoppers shop from the same vendor(s) during each visit.
Almost all shoppers interviewed (during previous study in 2006) indicated their satisfaction
with the quality of produce, variety of the products and quality of service in the market.
It appears that approximately 70% of the customers have been frequenting the Brantford
Farmers’ Market for more than 3 years, the 30% of the customer base that are new
customers (less than 3 years) is a relatively high proportion in comparison with the provincial
average. This could signal the relative success of the Brantford Farmers’ Market in attracting
and maintaining new shoppers.
16
Business Plan
Brantford Farmers' Market
January 2010
Patron Motivations
Its fresh produce, it’s local, especially in the summertime. And, I like the ambience, I like the
atmosphere. It’s very personal; it’s not a big corporation running the whole show. Its just individuals
doing their job – and I like that. It’s about being healthy, and you’re supporting your community and
you’re buying healthier food because it’s directly from the field – at least in the summer it’s local.
(Brantford FM patron respondent 2004)
Similar to most Farmers’ Market surveys, freshness (commonly associated with healthiness
and being locally produced) was a primary motivation voiced for coming to the market. More
than 70% of respondents strongly believed that Farmers’ Market products were fresher than
food products available elsewhere. Twenty-eight per cent of respondents also believed that
Farmers’ Market food products were healthier than that available elsewhere.
238 Brantford Farmers’ Market patrons ithat participated in the study, dentified their shopping
experience as strongly associated with the welcoming quality of the social and cultural
interaction at the Farmers’ Market. Part of the social interaction motivation was clearly tied to
sentiments around ‘tradition’: Markets go back to ancient times – and it’s good for the soul’,
while a number of respondents voiced a mixed set of sentiments similar to the following:
. . . we love it because it is the fabric of the community. Price isn’t that much of a concern because
again it’s the whole social aspect, and the culture of eating, . . . and the fact that we were a rural culture
until 1949 – all of those things are important to me.
Data on price as motivating factor showed that only slightly more than 20% of respondents
held price as important relative to social interaction and other factors in FM patron
participation. Interestingly, there are no statistically significant differences in attitudes to price
relative to any of our demographic variables.
Though less strongly held than freshness and local farm support, still close to 80% of
respondents either agreed or strongly agreed with the social interaction motivation. For those
buying <20% of their food at the FM, we also see a greater interest in ‘social and community
activity’ than those who buy less of their food basket there – social and cultural values are
closely correlated to the lack of importance of price as a motivating factor. More than 75% of
the patrons found price a generally negligible factor in their decision to shop at the market.
Capacity Ratio’s (% of capacity used)
Occupancy rates for vendor stalls is currently at 100% capacity. Vendor rental fees are
based on the four (4) categories previously outlined and include a marketing fee.
Business Plan
Brantford Farmers' Market
January 2010
17
Types of Users (vendors)
There are currently 30 vendors renting a total of 45 stalls at the Brantford Farmers Market.
The following is breakdown of the vendor mix:
Vendor Type
Number of Vendors
Refrigerated (butchers, vendors etc utilizing
9 vendors
refrigeration equipment)
14stalls
Non-Refrigerated (produce, flowers, bakery, craft,
11 vendors
vendors etc not utilizing refrigeration equipment
18 stalls
Prepared Food Vendor (Toffee bar, vendor
10 vendors
utilizing kitchen facilities
13 stalls
Outdoor (seasonal) Vendors
Fluctuates yearly
Maximum number of
stalls currently utilized
is 12
As new vendors are considered, great care should be taken in viewing, tasting and
evaluating their products along with assessing their whole approach to product presentation
and service. Soliciting vendors while at other markets gives great opportunity to assess
vendor potential
INDUSTRY ANALYSIS
o Over 15 million shopper visits were made to Ontario farmers’ markets in 2008
o Farmers market continues to show growth on an annual basis of approximately
7.3% in sales
o 67% of those surveyed by Farmers Markets Ontario said it was extremely
important to buy produce from farmers that sold locally grown product where
possible
o Current customers will increasingly look for more product selection and
convenience in locations, payment options and lifestyle amenities to ensure
their loyalty
o Farmers market vendors typically primarily produces (77%) who achieve a
significant portion of their income from participation in the markets
o Shoppers want more vendors, more opportunities to shop
o The development of the farmers’ market and growth of business will be
achieved through the attracting and promoting more primary producers and
increasing the attractiveness and convenience of the market facilities.
o Focus should be on improving marketing efforts and making the physical
market presence an attractive and more accessible venue
Business Plan
Brantford Farmers' Market
January 2010
18
o Increasing pressure for Health and Safety requirements, parking needs for
vendors and customers, customer demands for year round product selection,
and the requirement to become accessible
o Recent heightened interest in local food, places an increasing demand on
farmers’ markets especially in urban communities
o Majority of Ontario grocery shoppers are not using farmers markets. This is a
target growth sector; they express a willingness to become patrons and are not
visiting primarily due to convenience and lack of awareness. Future growth in
the sector will require engaging these non-users through increased awareness
of benefits, location, product selection, and hours of operation
o Future of farmers’ markets in Ontario is promising with consumer demand and
interest closely aligned with support for local production and fresh, healthy food
choices
o More aggressive marketing and promotion of markets, encouraging additional
vendors and vendor capabilities, and the development of more improved
facilities are all identified opportunities for growth of farmers’ markets
o Vendors are looking for more support in marketing of their locations through
signage, advertising and website information and would like to attract new
vendors in desired local product categories to increase customer traffic
Overall Size of Industry
Ontario farmers’ markets are an important contributor to the Ontario economy with impacts
ranging from $641 million to $1.9 billion annually (2009 Farmers Market Ontario data).
Farmers markets remain strong contributors both to the economy and to the fabric of
communities in Ontario
Trends and Challenges (current and future).
According to Farmers’ Market Canada study released in 2009
o 72% of market shoppers are female and 28% are male
o 71% of shoppers are 40 and older
o 96% of shoppers are Canadian born (82%) or have lived in Canada 20 years or
more (great opportunity to reach new Canadian and ethnic target markets)
o 71% takes less than 15 minutes to get to the market from home
o 51% visit the market regularly, almost once a week
o 63% of the shoppers visit the market alone
o 67% of shoppers state that buying directly from a local farmer is extremely
important
Business Plan
Brantford Farmers' Market
January 2010
19
o 22% of shoppers are new or infrequent users, representing a growth
opportunity
o 96% of shoppers find that their market experience meets or exceeds their
expectations
o 16% express the need for more variety of products through more vendors
o 83% believe that food safety practices are better or about the same as grocery
stores
o 93% of consumers are motivated to visit a farmers’ market because they want
to buy directly from a farmer
o Surveys indicate that 33% of shoppers can not think of any changes needed
o 80% of market managers report that the number of shoppers at their markets
has increased
o 81% of market managers report that the number of vendors at their markets
has increased
o Increase/decrease in users/clients:
Farmers’ Markets in Ontario are generally experiencing resurgence due to the healthier
trends in food selection and other environmental factors such as consuming local produce
(hence reducing the transportation of goods) or organic foods which are likely to be locally
grown.
According to a study conducted in 2005 by Farmers’ Markets Ontario that the average
spending by shoppers has increased to $30 per visit resulting in total Ontario farmers’
markets sales of $645 million. This result in a total combined Ontario economic impact of
$1.9 billion. In general sales are growing at about 5% per year.
Other farmers’ markets are also promoted as social and cultural experiences rather than “just
shopping”. Special events are a major component of such markets’ programming and a large
contributor to their livelihood and attractiveness.
Challenges In Attracting Younger Shoppers:
It appears from the current analysis conducted by Farmers’ Markets Ontario that generally
Ontario markets are reversing the past trend of lack of younger shoppers and they are,
though slowly, are attracting more young families. It is assumed that the healthy food choices
and the interest in organic products are 2 of the reasons that contribute to this reversal.
Attracting younger shoppers and their families will secure the shopper base for farmers
markets in general.
Business Plan
Brantford Farmers' Market
January 2010
20
Ontario Market Profiles
ONTARIO FARMERS MARKET
o 65% open Saturdays, 19% Fridays 13% Sundays
o 45% open more than 26 days per year
o 68% outdoor, 8% indoor, 24% both in and out door
o 71% of vendors are indoor
o 86% report number of shoppers has increased
o 85% have not had an economic impact assessment
o Insurance premiums annual are $636, and 93% have no claim history
VENDOR PROFILE
o 60% of vendors sell fresh fruit and/or vegetables
o 77% are primary producers
o 49% only sell at one market
o 47% report greater than 50% of total farm income comes from sales generated
at market
o 67% vendors travel less than 50km to reach the market
o 50% of vendors report up to 5 jobs as a result of market participation
o 45% serve 100 or more customers on each market day
o 28% sell more than $1000 on a market day
o Community and social aspects are a major attraction for vendors
o Physical facilities and parking are primary concern for vendors
o 60% of vendors sell at more than one market
o 51% of vendors serve between 50 and 199 customers a day and 67% sell
between $100 and $999 worth of goods a day
o 95% of vendors sell at their market every week it is open
Business Plan
Brantford Farmers' Market
January 2010
21
SITUATION ANALYSIS
Current Position of Farmers’ Market
Infrastructure/Facility Issues
o Site is built on former landfill site, making any major modifications that require
digging or moving of land potentially vulnerable to environmental issues. Any
changes to infrastructure must utilize current facilities (water, gas, hydro) to
avoid digging or movement of soil.
o Current site does not maximize visibility of vendors or events to draw general
public in, parking facilities are currently limited (can be expanded into parkade);
design of site is limiting parking/vendor accessibility and general flow of traffic.
o 100% capacity in current building for year round vendors with no option for
future growth. Outdoor seasonal vendors are only opportunity to expand
revenue streams and will be vulnerable to weather.
Operational Issues
o Farmers Market Vendors Association is held accountable for operations
informally, but not included in operational management or budgeting.
o Out of date bylaws make it difficult to progress as a Market and also makes it
difficult to enforce issues not addressed. A clear, updated set of bylaws is need
to meet current needs of the Market on the vendor recruitment/retention side
and on the enforcement side.
o Uncertainty of market has impacted both vendor and customer confidence
levels.
o Uncertainty has led to the upgrading of facilities/building/site being placed on
hold for three (3) years while reviewed. Net result was a reactive response to
repairs and maintenance, increased dilapidation of building/facilities/site; tight
time frames for modifications (no solid plan approved prior to application for
funding) therefore taking away option of building new up-to-date larger facility
that would accommodate for future growth given completion date of March 31,
2010 in order to utilize funding.
o No standards established for vendor market stalls (height restrictions, display
restrictions, hanging of overhead signage/items, site line restrictions, safety/
construction of stalls, accessibility issues)
Business Plan
Brantford Farmers' Market
January 2010
22
Staffing Issues
Currently there is a part-time Market Manager at the Farmers’ Market. Any additional efforts
in Marketing of the facility will be limited based on the time available within the maximum
twenty (20) hours allowed weekly. Unfortunately, even with the increase in vendor rental
fees, decrease in expenses and deletion of overhead fees, there is not enough operational
dollars available to hire a full-time Market Manager.
Management/Governance Issues
Currently the Farmers’ Market Vendors Association is not including in the annual budgeting
process and marketing plan development. The City imposes the structure on the association
instead of inviting the Association to the table to work in partnership to develop a reasonable
annual budget and marketing plan for the joint success of the operations.
STRENGTHS/WEAKNESS/OPPORTUNITIES/THREATS ANALYSIS
Strengths
o One of the most important findings was the value consumers place on being
able to buy food directly from the local farmers. While 92% of shoppers rated it
as important, a full 62% rated it as “extremely important”
o Markets reflect local character the way no collection of chain stores can
o Farmers Markets are probably the most successful tool for strengthening or
regenerating of downtowns of any size
o At markets, shopping is an event, not a chore
o Multiple levels of activity are endless; a more egalitarian activity centre is hard
to find
o Successful Market that connects people across the barriers of age, race and
income. This allows for accommodation for people in the local neighborhood,
the surrounding city and others from around the region. What this translates
into is a community interaction that cannot easily be accomplished in other
ways.
Weakness
o
o
o
o
o
Many North end residents do not know Farmers’ Market exists
Marketing is minimal
Building is not well positioned on site
Very little natural light in facility
Facility lacks modern day amenities (seating, café, ATM Machine, small
meeting room, storage; street front visibility, vendors lounge)
o Difficult to make building a multi-use facility since vendor tables, coolers,
storage and other equipment must remain on premises full time
Business Plan
Brantford Farmers' Market
January 2010
23
Opportunities
o Big growth opportunity among non-Canadian born shoppers (now only 17% of
shoppers)
o Increase market availability of fresh, in-season products and locally produced
products
o More vendors, more selection
o Open additional days or longer hours
o Improved parking access
o Place to sit down and relax
o Place to sit and have coffee and a snack
o Better washrooms
o More advertising/marketing support
o Better attraction of new vendors with emphasis on food vendors
o Vendor wish lists are improved informational signage, improved
advertising/promotions and road signs; building improvements; improved
guidelines, more vendors, better parking, increased payment methods
o Create awareness of Farmers’ Market to North end residents
o Do all shopping in one place (increased synergy for retail shopping in the area
due to close proximity of neighboring businesses)
Threats
o Ongoing uncertainty of City of Brantford’s commitment continues to decrease
customer confidence
o Vendor rates increase significantly to cover overhead charges (if not deleted)
making it less attractive for vendors
o No commitment to modifications in facility, continuing to present accessibility,
parking and other customer challenges
Business Plan
Brantford Farmers' Market
January 2010
24
MARKETING
Promotion/User Satisfaction
In the previously noted study, it was concluded that over 91% of the shoppers
interviewed indicated their satisfaction with the location of the Brantford Farmers'
Market and that 85% of the shoppers interviewed indicated their satisfaction with
the current condition of the building.
The annual advertising and promotional cost budget is $8,000, of which the
Vendors contribute $4,500 through vendor fees collected. Staff found that the
most effective advertising is the outdoor portable sign (only available 6 months of
the year), local print/radio media and it is specifically effective when advertising
Special Events and printed coupons. Additional advertising includes Tourism
publication, the City Web-site and the Regional tourism booklets.
In conclusion it is difficult to assess the effectiveness of advertising and its impact
on the “shopper base”. The Brantford Farmers' Market location in the downtown
has an impact on its accessibility to the north end residents. Most of the
shoppers live within 10 minutes, concluding that the North end residents are
beyond the average distance.
Strong growth opportunities in this sector focus on more aggressive marketing and
promotion of markets; on encouraging additional vendors and vendor capabilities; on
improved access to labour, and on the development of more and improved facilities
Current Marketing Efforts include:
o Mail drops targeting specific areas of Brantford
o Radio advertising
o Annual Calendar of Events
o Newsletter
o Website Update
Minimal dollars were committed to marketing in 2009 as all stalls were at 100%
capacity. Focus was placed on advertising of events and promotions to the general
public to encourage them to visit the Brantford Farmers’ Market.
The Farmers’ Market website provides minimal information to the end user and does not
capitalize on the electronic forum. When compared to other markets, Brantford needs
to redesign and update the website to contain competitive information and details on
types of vendors/products to entice website surfers to visit the market. See Appendix 3
for camparison.
.
25
Business Plan
Brantford Farmers' Market
January 2010
FINANCIAL ANALYSIS
Asset Value
The Brantford Farmers' Market property was appraised in March of 2003 for $280,000.
The property is 1.4 acres and is irregular in shape. The property is zoned as F-C1 Core Commercial Zone, Flood designation. The highest and best use, which is
Commercial. In brief consultation with the appraiser, Mr. Jacob Ellens, it was concluded
that the value of the property has escalated between 10 and 20% since the date of the
appraisal in 2003 (the current appraised value of the property would be between
$308,000 and $336,000).
In conclusion, although the value of the land is based on best use, there are some
environmental conditions that should be further reviewed and estimated prior to making
a final conclusion on the land value. As previously mentioned, the market lands fall on a
landfill. As no disposal activities have taken place within the last 25 years and therefore
no MOE approvals would be required for change of use under the Environmental
Protection Act for landfills. The site is currently designated as Commercial and would
require an RSC clearance to be used for park or residential uses. Continued use for
commercial activities would not trigger any such approval.
Current Budget
The budget for fiscal 2009 was $148,264 of which $89,850 (61%) in revenue was
anticipated to be from vendor rental fees and the remaining $58,414 (39%) as a net
expenditure to the City.
Notable expenses are:
ITEM
Part-time Market Manager
Utilities (Electricity/Gas/Water/Sewer)
Contracted Repair & Maintenance
Snow Removal
Imposed Overhead Charges
% of Budget
12.7%
15.0%
13.5%
10.1%
30.0%
81.3%
Current vendor rental fees are based on size of stall and whether or not the stall is
refrigerated. There are inconsistencies in the rates charged due to the fluctuation in the
size of stalls and the amenities provided (electricity for equipment, sinks, etc).
Business Plan
Brantford Farmers' Market
January 2010
26
Forecasted Budget
The forecasted budget for 2009 by staff was a net expenditure to the City of $58,414. It
is anticipated through the projection of budgets by the Farmers’ Market Vendors
Association for years 2010-2013 that financial independence can be reached in 2010 if
all recommendations are implemented and barriers are removed. A detailed forecast is
presented in Appendix 4
Forecasted Reserve Funds
The current reserve fund is estimated at $193,000 (see Appendix 5) and has been
accumulating through a Treasury Policy 8 (TP8). These funds should remain in the
business unit and can offset any variables in snow removal, be utilized for marketing
initiatives or repairs and maintenance less than the required $50,000 for capital funding.
The current capital reserve fund is estimated at $520,000 (to be confirmed). The
Association is recommending that a portion of these funds be utilized to complete the
modifications to the building/site recommended, but not covered through the federal
funding provided. Any remaining monies should remain in the envelope for the market
and serve as future capital funding. It is anticipated with the modifications to the
building/site in 2010; minimal modifications will be required for a few years, allowing the
capital fund to provide for future needs, thereby no longer requiring the City to put aside
additional capital funds. Through the increase in vendor rental rates, existing cash
reserve funds and capital funds; the Association does not foresee the need to approach
the City for additional capital funds. .
Forecasted Return on Investment
The City is a direct beneficiary of the recent funding provided by the Federal
Government in the amount of $391,000. With the additional capital investment of
$150,000 from capital reserve funds by City of Brantford, the net increase in asset value
is $541,000 or leveraging factor of 3:1 and an increase in revenue of $47,572 by 2013
resulting in a net return on investment annually of 31%.
Ability to Leverage Funding
As it is recommended that the City remain the owner/operator of the Brantford Farmers’
Market in conjunction with the Farmers’ Market Vendors Association, the City will
continue to provide the opportunity to apply for the leveraging of funding through various
federal, provincial and local programs.
27
Business Plan
Brantford Farmers' Market
January 2010
Sources of Funding/Revenue (including users fees charged):
The 2009 annual gross operating budget for the Brantford Farmers’ Market is $148,264
and the net cost to the City (taxpayers) is $ 58,414. Historically the Brantford Farmers'
Market maintained a zero net budget. In 2002, the costs of maintenance and operation
increased and required municipal support. Please see Appendix 6 for proposed market
vendor stall rates from 2009-2013.
Operating Budget:
The operating budget from 2005 to 2009 and the projected budget are based on
continuing the current operation practices for 2010 to 2013 with changes as
recommended. The following are budgetary issues to consider:
1. Without the Overhead charges that were implemented in 2009, the market would
continue to generate a profit.
2. Until 2001 the “transfer to reserve” was resulting from operational profits. Since
2002, the transfer the reserve was only achieved as a result of the municipal
financial support. Starting in 2002 budget, “charges from other departments”
were added to cover Property Management services
3. The contracted repairs and maintenance budget, and actual expenditures, has
been gradually increasing since 1998 due to the age and condition of the facility
but expected to decrease due to capital improvements made in 2009/2010.
4. The cost of utilities and other services has been increasing annually since 1998.
Assumptions and projections were made for the 2010 to 2013 Proposed Budgets and
are outlined in the Projected Budget attached in Appendix 4. As required, financial
projections show financial independence by December 31, 2012 provided all things
remain as projected.
Break Even Point for Financial Independence
In order for the Farmers Market to reach financial independence a net expenditure of
approximately $58,414 must be deleted of which $44,864 is overhead charges allocated
by the City. If these fees were deleted (essentially an accounting practice) the vendor
stall rental rates and/or number/type of vendors would have to increase to offset the
difference of $13,550.
Business Plan
Brantford Farmers' Market
January 2010
28
Capital Budget:
In 2003 approximately $35,000 was spent on Health Code compliance issues related to
the meat vendors. Since then, all required repairs and maintenance were expended
from the operating budget. Currently, there is a funded capital project to repair and
enhance the surrounding site, the parking areas and the entrances/exits to the site. The
project was approved in 2004 but was delayed to 2006 due to issues related to the
required land exchange with the adjacent landowner.
The Current Capital Projects Account has a balance of $562,885 (see Appendix 7 for
details). Additional modifications/capital investments are required to upgrade the
current facilities. The Federal Government approved $391,000 in funding in
September of 2009 for completion of approved capital projects by March 31, 2010.
There are additional capital investments required to complete the capital projects
required for upgrading of the facility, the parking lot and to add additional outdoor
vendor facilities. It is estimated that $150,000 will be required in 2010. Beyond 2010, it
is anticipated that capital investments will be required to provide for accessibility and
standardization of the stalls (for the safety and flow of consumters) thereby requiring the
capital project funds to remain allocated to the Farmers Market.
CAPITAL PROJECT REQUIREMENTS:
Capital Improvements as a result of Federal Grants monies of $391,000
As part of the infrastructure application a number of capital initiatives were identified. A
key component will be the cladding and insulating. If costs come in higher than
expected other projects will have to be scaled back. The list below a suggested list and
will be prioritized based on actual costs:
•
•
•
•
•
•
•
•
•
•
•
•
•
Remove Cladding
Install new insulation and cladding - Energy conservation measure
Remove overhead door and construct new entrance foyer - Energy conservation
measure and Accessibility
Renovate kitchen - Health and safety and improve functionality
Interior retrofits - sinks, plumbing/electrical/ceiling - Heath and safety, code
compliance, site improvements
Washroom renovations - Accessibility
Demolish canopy - Site improvement
Improve interior/exterior seating area - Site improvement
Lighting improvements - Energy conservation and function
Mechanical upgrades - Energy conservation
Man door replacement - Site improvement
Signage - Site improvement
Isolated Floor repairs – Safety Issues
Business Plan
Brantford Farmers' Market
January 2010
29
Additional Capital Priorities—to come from Capital Budget of Farmers’ Market
(estimated cost of $150,000)
o Remove sidewalk at North side of building (increased drainage)
o Wheelchair Accessibility Parking (have spots located to new entrance)
o Redo area for Outdoor Market (East side of building) with adequate room to pull
in truck and park
o Modify layout of parking lot (remove trees, islands, and other impediments),
remove back sidewalk
o Allow for three (3) lane in/out on west side
o Design parking lot for easy of access to parking garage (potentially free parking
on Saturdays—currently recommended in 2010 budget)
o Recommend that one parcel of land be created from sub parcels
The Farmers’ Market is one of the business units that fall under Treasury Policy # 8.
TP#8 allows the business unit to transfer the net amount in the operating budget to/from
the reserve fund account to maintain a balanced budget. The current balance of the
Reserve Fund is $193,876. In order to achieve a zero net operating budget for the
Brantford Farmers’ Market by 2012 it requires a combination of increased revenues and
decreased expenses with the deletion of overhead charges from the City of Brantford.
The Farmers’ Market Vendors Association has completed their due diligence and an indepth analysis of the financial viability of the operation. The roadmap to achieving
financial independence considered budget vs. actual from 2006-2009 inclusive and a
forecast of 2010-2013, with the result of financial independence in 2010 and each year
thereafter
The implications of the above measures being implemented would mean:
1.
Average increase of 6% per year for next 4 years in vendor stall
fees using a rate per square foot for each stall
2.
Implementation of flat fee equipment charges of $10 per piece for
electricity costs
3.
Increased number of seasonal outdoor vendors
4.
One full-time outdoor food vendor (french fry stand?)
5.
Changes in Bylaws where required
6.
Capital investment for building/property upgrades beyond those
included in the federal grant of $391,000
7.
Deletion of overhead fees from the City (unfair, inequitable and
applied inconsistently)
8.
Increased visibility of market from drive by traffic
Business Plan
Brantford Farmers' Market
January 2010
30
CONCLUSION
In order for Farmers Markets to be success all aspects of the operation must work in
tandem. Below are Ten Qualities that power successful markets are:
1. Right Vendors (quality products; appearance; cleanliness; merchandising;
innovation; competitive; local; attractiveness; service)
2. Right Location (accessible; memorable; easy flow; ample accessible parking;
adjacent to other facilities; located where people naturally come together;
neutral and welcoming; size should be right for size of city; offer spin-off
opportunities to surrounding business)
3. Right Mix (internal competition; owner operated; provide variety and choice;
different prices and quality levels)
4. Right Mission (clear goals; create new opportunities; self sustaining; nurturing
vendors; socialization; healthy food at reasonable prices; local culture; make
people happy)
5. Right Public Spaces (sense of entry; seating; maintenance; comfortable in all
seasons; things to look at; art; formal/informal qualities; welcoming; flexible)
6. Right Connections (reflect community; partnerships; access to public
transportation; bring neighborhoods together; close to bike/trails; sense of
‘giveback’; cross-cultural)
7. Right Economics (sustainable foundation; fundraising; fair rent; community
health; spin-off incubators; job creation; encourage surrounding investments;
keeps $ local; hand to hand economy; transparent)
8. Right Promotion (stretch the dollar; events/demos; public relations; press
releases; market image; partnerships; education; builds local value;
community connections; sponsorships)
9. Right Value (quality products; quality experience; boots local economy;
creates jobs; make you feel you are helping; psychic well-being; sense of
local ownership)
10. Right Management (fair; flexible; open-minded; looking ahead; promotion
minded; outreach; capitalize on opportunities’ good relations; effective behind
the scenes; good hosts for vendors/consumer)
Business Plan
Brantford Farmers' Market
January 2010
31
ROADMAP TO FINANCIAL INDEPENDENCE
In order to achieve financial independence of the Brantford Farmers’ Market, it is
imperative that a number of actions be taken simultaneously. They include changes as
outlined above in the model for financial independence and include:
1. Recognition of the City to remain in the Farmers Market business and make
public statements of support to decrease general public uncertainty and
stabilize revenues at the market.
2. Greater involvement of the Farmers’ Market Vendor Association in the
development and monitoring of budget and the inclusion of the association in
any proposed changes to the budget. The Association would remain involved
in the market management and administration, but would not become a
separate third party board that would take full responsibility of the market.
3. Implement Capital Investments as outlined above beyond those paid for
through federal funding and allow remain funds to be utilized for future capital
requirements (accessibility and standardization of vendor stalls/facilities)
4. Release TP8 reserve funds to be utilized for the development of a
professional marketing plan and the implementation of such
5. Implement changes to bylaws to better manage the market and provide
stronger guidelines of operation
6. Delete overhead charges and allow for the charges by other departments to
compensate for support by Property Management department
7. Implement POS system for the collection of revenues by vendors and an ATM
machine for the convenience of customers
8. Recognize and approve the forecasted vendor stall rates from 2010 through
to 2013
9. Redevelopment of website
10. Modifications/amendments to current bylaws to allow for:
o Increase in Vendor Rental rates (rental fees based on total square
footage at a specified per square foot cost with prescribed
increases between 2010 and 2013 as outlined in the proposed
budget)
o Charges to be implemented for Electrical use base on flat fee per
piece of equipment
Business Plan
Brantford Farmers' Market
January 2010
32
o Vendors to include full-time Outdoor Vendor (such as french fry
stand)
o Vendors to include Outdoor Seasonal
o Revise wordings where appropriate to reflect No Exclusions on
Prepared Food Vendors (more than one, delete monopoly)
o Develop guidelines for site lines, height restrictions, safety factors
o Delete one (1) month free incentive if vendors pay upfront for the
year
o Develop standards for stalls (counters, space, etc)
o Implement regulation that all equipment to be turned off on
Saturday or vendors can pay per day per piece of equipment it is
on
o Implement Adjudication process for new vendors
o Increase enforcement of bylaws
BARRIERS TO BE REMOVED
General Public Uncertainty
Recognition of the City to remain in the Farmers’ Market business and make public
statements of support to decrease general public uncertainty and stabilize revenues at
the market.
Overhead Charges
Upon review by the Farmer’s Market Vendors Association as part of the business
planning process, it is felt that Overhead Charges should be deleted as they were found
to be unfair, inequitable and inconsistently applied across the City. Other user fee
supported areas are not charged overhead fees. However, it is noted that the market
continues to receive support from Property Management (outside of part-time market
manager) and therefore has estimated the charges from other departments to be
$15,000 per year which allows for one (1) day per week support at an average hourly
rate of $42 per hour (fluctuates based on person working for market).
Disclusion of Farmers Market Vendors Association
Greater involvement of the Farmers’ Market Vendor Association in the development and
monitoring of budget and the inclusion of the association in any proposed changes to
the budget. The Association would remain involved in the market management and
administration, but would not become a separate third party board that would take full
responsibility of the market
33
Business Plan
Brantford Farmers' Market
January 2010
Appendix 1
Overhead Charges Currently Imposed
2009
Mayors Office
134
Members of Council
166
City Mgr. Admin.
243
Human Resources
243
Legal Support
2544
City Clerk Admin.
391
Records & Mailroom
0
Insurance Risk Mgmt
169
Insurance Risk Mgmt
1545
Property Mgmt
23780
Inform. Technology
3123
Finance
12526
Purchasing
0
TOTAL $ 44,864.00 $
NOTES:
2010
0
0
0
0
0
0
0
0
0
0
0
0
0
$
2011
0
0
0
0
0
0
0
0
0
0
0
0
0
$
2012
0
0
0
0
0
0
0
0
0
0
0
0
0
-
Overhead charges are applied inconsistently throughout the City. Explanations
given indicate that the Farmers Market is charged Overhead as it is either a User Fee
supported business unit or funding can be leveraged through 3rd party contributions.
The Farmers Market is a User Fee supported business unit (operation). However,
other User Fee operations such as Wayne Gretzky Sports Centre, Sanderson Centre
Civic Centre, etc derive User Fees but are not charged Overhead charges nor
property taxes by the City.
Therefore, the Farmers Market is proposing until fair, equitable and consistent
methodologies of calculating and allocating Overhead charges is arrive at, no
overhead charges be allocated.
Business Plan
Brantford Farmers' Market
January 2010
34
Appendix 2A
CURRENT FLOOR PLAN
BRANTFORD FARMERS’ MARKET
35
Business Plan
Brantford Farmers' Market
January 2010
Appendix: 2B
F A R M E R S M A R K E T B O O T H A U D IT
B o o th
1
2
3
4
5
6
7
8
9
10
11
12
13
Vendor Nam e
F ie d le r 's M e a t s a n d D e li
F ie d le r 's M e a t s a n d D e li
G ile s M e a t s
G ile s M e a t s
H u z u l M e a ts
O e g e m a T u rk e y F a rm s
A n t h o n y 's P r im e M e a t s
Jensen C heese
W itt e v e e n M e a t s
W itt e v e e n M e a t s
W itt e v e e n M e a t s
C a r l's C h o ic e M e a t s
C a r l's C h o ic e M e a t s
16
17
18
19
20
21
22
23
24
25
26
27
H a rm o n y P a s tr y S h o p
H a rm o n y P a s tr y S h o p
D a n M c C u tc h e o n
D a n M c C u tc h e o n
S w a n 's P r o d u c e
S w a n 's P r o d u c e
S w a n 's P r o d u c e
P e ta ls a n d L e a v e s
N a n c y G ib s o n
T o ffe e V e n d o r
P o p c o rn V e n d o r
Jean H anes
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
D a ily V e n d o r s
d a ily
B e v N ic h o l ( 1 / 2 s t a ll)
D a n V a n H o -p re p fo o d
M e d it e r r a n e a n D e lig h t
W h it e R a b b it C a t e r in g
L a C u p c a k e ry -p re p fo o d
B o w m a n 's P r o d u c e
B o w m a n 's P r o d u c e
E lb e r ta F a r m s
E lb e r ta F a r m s
E lb e r ta F a r m s
K a r l's S c h n it z e l H o u s e
H e r b s n ' T h in g s
H e r b s n ' T h in g s
H e r b s n ' T h in g s
R ic k 's N u t H u t
P e t e 's B a k e S h o p
P e t e 's B a k e S h o p
E r n ie C o o m b s - C R A F T E R
Sq Ft
12X 10
12X 10
12X 10
6X 10
12X 10
12X 10
12X 10
1 3 '1 0 " X 1 0
12X 10
12X 10
12X 10
12X 10
12X 10
T o ta l S q F t
120
120
120
72
120
120
120
130
120
120
120
120
120
12X 10
12X 6
1 2 X 6 c o rn e r
12X 10
12X 10
12X 10
1 4 X 1 0 c o rn e r
1 4 X 1 0 c o rn e r
12X 10
12X 10
12X 10
1 2 X 1 0 c o rn e r
120
72
72
120
120
120
140
140
120
120
120
120
N -P
R -P
N
N
N
N
N
N
N
N -P
N -P
N
12X 6
12X 6
2 X 1 0 c o rn e
12X 10
12X 10
12X 10
4 X 1 0 c o rn e
4 X 1 0 c o rn e
12X 10
12X 10
2 X 1 0 c o rn e
12X 10
21X 10
12X 10
12X 10
12X 10
12X 10
12X 10
12X 10
9X 10
72
72
120
120
120
120
140
140
120
120
120
120
210
120
120
120
120
120
120
90
N
N
N
N -P F
N -P F
R -P F
N -P F
N
N
N
N
N
PF
R
R
N
N -P F
N -P F
N -P F
N
1
1
1
1
r
r
r
r
T ype
R
R
R
R
R
R
R
R
R
R
R
R
R
F
F
F
F
E le c tr ic a l
Y /N
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
e
e
e
e
e
e
e
e
e
e
e
e
s
s
s
s
s
s
s
s
s
s
s
s
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
e
e
e
e
e
e
e
e
e
e
e
e
e
e
e
e
e
e
e
e
s
s
s
s
s
s
s
s
s
s
s
s
s
s
s
s
s
s
s
s
S in k
Y /N
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
N
N
N
N
N
N
N
N
N
N
N
N
o
o
o
o
o
o
o
o
o
o
o
o
No
No
No
No
No
No
No
No
No
No
No
No
Yes
No
No
No
No
No
No
No
Exhaust
Y /N
No
No
No
No
No
No
No
No
No
No
No
No
No
N
N
N
N
N
N
N
N
N
N
N
N
o
o
o
o
o
o
o
o
o
o
o
o
No
No
No
No
No
No
No
No
No
No
No
No
Yes
No
No
No
No
No
No
No
C u rre n t
R ent
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
2 3 4 .6 3
1
1
1
1
1
1
1
1
1
1
1
1
51
27
27
27
27
27
51
51
27
27
27
51
.1 4
.2 9
.2 9
.2 9
.2 9
.2 9
.1 4
.1 4
.2 9
.2 9
.2 9
.1 4
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
1 5 1 .1 4
1 5 1 .1 4
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
4 5 5 .3
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
1 2 7 .2 9
36
Business Plan
Brantford Farmers' Market
January 2010
Appendix 3
FARMERS MARKET
-LOCATION
-HOURS OF OPERATION
-FACILITIES
Kitchener
3 levels
Website Information Comparison of Various Markets
INFORMATION FOUND ON
TYPE OF VENDORS/# OF
WEBSITE
VENDORS
Farmers Market is open Saturdays only
7-2 pm
Indoor/Outdoor Vendors
St. Jacobs
o Hours of Operation
o Vendor Listing (photo, brief
description, products and
website contact)
o Event Listing
o Schedule of Product Availability
according to season
o History
Thursday & Saturday 7-3:30pm and
Tuesday 8-3:00 pm
Indoor/Outdoor Vendors
Baden Farmers Market
Saturday 8-3:30
Sunday 11-3pm
Woodstock Market
Fridays 8-2 pm
Stratford
Saturday 7-12 and Wed. in Summer 37pm
o
o
o
o
o
o
o
Produce
Non-Produce
Floral
Prepared Foods
Retail
Entertainment
Events
o
o
o
o
o
o
o
o
Indoor/Outdoor
Produce
Non-Produce
Floral
Prepared Foods
Retail
Events
Destination Based
o Hours Of Operation
o Vendor Listing and Info
o Hours of Operation
o Vendor Listing & product list
o Hours of Operation
20-30 vendors
37
Business Plan
Brantford Farmers' Market
January 2010
FARMERS MARKET
-LOCATION
-HOURS OF OPERATION
-FACILITIES
Cambridge
.
Saturdays 6-1pm & Wed 8-2pm in
summer (have winter hours as well)
(generates $71,900 in revenue & costs
the City of Cambridge $235,000 to run
it leaving net contribution of $163,300
Hamilton
Tuesday 7-6 pm; Thursday 7-6pm;
Friday 8-6; Saturdays 6-6 pm
Waterloo
Saturday 7-2 pm
Simcoe Market
Thursday 9-4pm
Ottawa Farmers Market
Thurs. (Summer only) 1-6pm
Sun. (Summer only) 8-3 pm
Sat. -only 3 days in Nov 8-3 pm
INFORMATION FOUND ON
WEBSITE
TYPE OF VENDORS/# OF
VENDORS
o Hours of Operation
o In the News
35-40 vendors
o
o
o
o
o
Hours of Operation
Events
Parking
Events/Workshops
News
85 vendors
30-50 vendors
o Hours of Operation
o Events
o Vendors Listing, Info and
Contact along with product listing
o Have Face book Page
120 vendors
38
Business Plan
Brantford Farmers' Market
January 2010
FARMERS MARKET
-LOCATION
-HOURS OF OPERATION
-FACILITIES
Guelph
Saturdays 7-12
Ancaster
Wednesdays 3-7 Summer only to
Thanksgiving
St. Catharines
Tuesday, Thursday and Saturday Year
round
5:30-4 pm
INFORMATION FOUND ON
WEBSITE
o History
o Vendor List & Contact Info
o Products
TYPE OF VENDORS/# OF
VENDORS
39
Business Plan
Brantford Farmers' Market
January 2010
FarmersMarket Budget
Appendix 4
FARMERS MARKET BUDGET
2013
2012
2011
2010
PROPOSED PROPOSED PROPOSED PROPOSED
FARMERS' MARKET
1602 RENTALS
Outside Seasonal
Outside Year Round
Equipment Flat Fees
1644 MRKT VNDRS ASSOC FEES COLLCTED
1751 SALE OF ADVERTISING
TOTAL REVENUE
FARMERS' MARKET
2105 FULL-TIME REG EARNINGS
2110 PART-TIME REG EARNINGS
2210 EMPLOYEE BENEFIT S
2220 PAYROLL BURDEN
3002 SUPPLIES
3006 CLEANING SUPPLIES
3032 CLOTHING
3210 ELCTRCL MATERL & SUPPLY
3320 COMPUTER HARDW ARE
3380 OFFICE FURNITURE
3705 ELECTRICITY
3710 W ATER
3715 SEW ER
3720 NATURAL G AS
3775 REGISTRATION - LIEN & DEEDS
4010 SEMINARS
4015 EDUCATION
4055 POSTAGE
4070 TELEPHONE
4085 ADVERTISING - PRINT
4102 PROFESSIO NAL SERVICES
4106 CONTRACTED SERVICES
4108 JANITORIAL SERVICES
4114 CONTRCTD R&M BUILDINGS
4124 SNOW REMOVAL
4126 W ASTE REMOVAL
4138 MEMBRSHPS & SUBSCRPTNS
4140 SECURIT Y SERVICES
4535 RENTAL O F EQUIPMENT
6010 BANK SERVICE CHARGES
6150 ALLOW FOR UNCOLLEC - AR
7005 OVERHEAD CHARGES
7010 RENT-VEH/EQUIP CITY OW N
7030 CHRGS FRM OTH DEPARTMNTS
7115 TRANSFER TO RESERVE FUND
7302 GRANTS T O O RGANIZATIO NS
304130 TOTAL EXPENSE
NET EXPENDIT URES
2,009
2,009
ACTUAL BUDGET
2,008
2,008
ACTUAL BUDGET
2007
2007
ACTUAL BUDGET
2006
ACTUAL
-107941
-5050
-12120
-2430
-1350
-101831
-4764
-11434
-2292
-1350
-96067
-4494
-10787
-2162
-1350
-90629
-4240
-10176
-2040
-1350
(75,069)
(84,000)
(78,623)
(84,000)
(82,273)
(84,000)
(81,135)
(1,371)
(4,878)
(1,350)
(4,500)
(1,335)
(4,152)
(1,350)
(4,500)
(1,406)
(4,347)
(1,350)
(4,500)
(1,431)
(4,364)
-128890
-121671
-114860
-108435
(81,318)
(89,850)
(84,110)
(89,850)
(88,026)
(89,850)
(86,930)
20653
3500
0
500
750
200
500
0
0
15000
800
500
6000
20051
3500
0
500
750
200
500
0
0
15000
800
500
6000
19467
3500
0
500
750
200
500
0
0
15000
800
500
6000
0
18900
3500
-5100
500
750
200
500
0
0
15000
800
500
6000
293
21,672
3,262
(1,506)
154
118
130
0
50
0
18,900
3,500
(5,100)
500
750
200
500
0
0
22,274
4,019
(2,981)
381
409
130
0
0
0
11,650
3,500
0
0
3,000
200
1,000
2,000
8,899
568
440
3,182
15,000
800
500
6,000
13,208
770
567
4,179
16,535
691
462
8,000
17,132
3,339
(2,733)
0
222
76
170
130
0
13,538
721
426
4,973
11,650
5,000
0
0
3,000
200
1,000
2,000
1,000
16,535
691
462
8,000
13,964
1,397
0
653
492
0
231
0
0
12,905
514
308
3,972
500
0
0
1500
8000
500
0
0
1500
8000
500
0
0
1500
8000
500
0
0
1500
8000
84
340
500
0
241
0
0
500
938
3,703
1,500
8,000
837
8,360
1,000
8,000
626
95
0
714
8,098
0
500
0
1,000
10,000
0
252
0
753
13,538
3500
5650
15000
15000
700
200
0
0
0
-200
3500
5650
15000
15000
700
200
0
0
0
-200
3500
5650
15000
15000
700
200
0
0
0
-200
2500
5650
15000
15000
700
200
0
0
0
-200
0
4,315
7,510
7,819
1,570
200
0
5,000
5,650
20,000
15,000
700
200
0
438
5,178
15,219
13,268
2,245
200
0
8,400
5,650
16,000
26,250
0
0
2,000
5,252
5,181
20,157
9,306
4,548
8,400
5,650
16,000
26,250
0
0
62
2,000
0
0
5,181
17,229
4,434
0
0
0
241
0
15000
0
1500
0
15000
0
1500
0
15000
0
1500
0
15000
0
1500
95
44,864
120
912
0
1,311
(200)
44,864
0
4,000
0
1,500
(397)
0
0
18,200
19,168
1,335
(200)
0
0
17,000
0
1,350
114753
114151
113567
106900
111,043
148,264
127,248
-14137
-7520
-1293
-1535
29,725
58,414
43,138
(165)
(200)
123
19,485
22,906
1,406
17,000
0
1,350
21,060
54,814
1,431
132,988
135,665
137,488
153,492
43,138
47,639
47,638
66,562
Business Plan
Brantford Farmers' Market
January 2010
40
Appendix 4
Projected Budget Assumptions
PROJECTED BUDGET ASSUMPTIONS
2010 Revenue to increase to vendors based on square feet, equipment used; additional rent antcipated through outside market vendors and year round outdoor tenant year round
Part-time earnings increased 3% year over year
Contracted Services reduced by 1/2 of 2009 due to capital improvements
Contracted R & M reduced due to capital improvements
Overhead charges deleted, charges from other departments increased to $15000 per year
Some items are variable (even though cost is up on utilities, we anticipate overall expense to stay the same as a result of insulation, lighting and other improvements
Snow Removal is estimated, varies according to snow fall.
2011 Benefits would be given to full-time Market Manager--estimated based on current costs for single full time person--to be confirmed
Do not anticipate expense reduction of payroll burden as we are no longer sharing staff member
Anticipate slight increase in contracted services after improvements
Some items variable (even though cost is up on utilities, we anticipate overall expense to stay the same as a result of insulation, lighting and other improvements
Snow Removal is estimated, varies according to snow fall.
2012 Rental Fees to increase based on vendor rates projected
41
Business Plan
Brantford Farmers' Market
January 2010
Farmers’ Market Cash Reserve
Appendix 5
Department: Property Management
Reserve #192
Name:
Type:
Farmers Market Building
User-rate Supported
This reserve fund was established to finance the renovation or replacement of Market Building.
B.U
2004
190,598
2005
59,446
2006
92,496
2007
152,274
2008
182,532
Anticipated Receipts:
Investment Income
TP8
3,525
55,921
2,254
30,796
4,964
54,814
7,352
22,906
7,176
19,168
Total Anticipated Receipts
59,446
33,050
59,778
30,258
26,344
-
-
-
-
-
-
-
Opening Balance:
2009
208,876
Operating Expenditures:
Total Operating Expenditures
Capital Expenditures:
PM0305 Market Expansion and Improvement
PM0409 Redevelopment of Brantford's Farmers' Market
PM0903 Barrier Free Washroom Modifications
165,000
22,730
15,000
FN0202 Discounted interest
2,868
Total Capital Expenditures
Closing Balance prior to Interest Allocation
190,598
$
59,446
$ 92,496
$ 152,274
$ 182,532
$ 208,876
15,000
$
193,876
42
Business Plan
Brantford Farmers' Market
January 2010
Proposed Vendor Stall Rates 2009-2013
Appendix 6
Rental Reviews 2009
Rental Review 2010
This Chart is todays rates by the Square Ft.
This Chart rent rates are by the Square Ft. plus 6%
Rental Reviews 2010
Rental Reviews 2009
All amounts of stall rentals are less the 5% GST charge
All amounts of stall rentals are less the 5% GST charge
All Stall Rental Fees include the Advertising charge
All Stall Rental Fees include the Advertising charge
feet per stall price per sq. ftTotal per wk
Refrigerated
Sq. Feet of Stall
1500
$0.42
$630.00
$32,760.00
2538
$0.23
$583.74
$30,354.48
1040
$0.26
$270.40
$14,060.80
$0.45
$869.92
$45,235.88
Feet of stall
$0.24
$525.15
$27,307.55
992
$0.28
$273.40
$14,216.55
210
$0.50
$104.62
$5,440.34
$92,200.33
2154
Feet of Stall
Coffee Bar
Coffee Bar
Sq. Feet of Stall
1954
Total yearly
Corner Stalls Aisle Side 8 @ 10'
Corner Stalls Aisle Side 8 @ 10'
Sq. Feet of Stall
Butchers
Feet of Stall
Produce/flowers/baking/etc.
Non-Refrigerated
Sq. Feet of stall
feet per stall price per sq. ftTotal per wk
Total yearly
210
$0.47
$98.70
Total
$5,132.40
$82,307.68
Outside Seasonal
$4,000.00
Vendors Fees Collected
$1,350.00
Total Amount for year income
$86,307.68
Feet of Stall
Total
Chip Wagon
Outside Seasonal
Flat Fee Equipment Charges
What about if we add Christmas Tree Vendors for a month
or two to sell trees at $300.00 a month or more?
Vendors Fees Collected
Total Amount for year income
$10,176.00
$4,240.00
$2,040.00
$1,350.00
$110,006.33
43
Business Plan
Brantford Farmers' Market
January 2010
Proposed Vendor Stall Rates 2009-2013
Appendix 6
Rental Reviews 2011
Rental Reviews 2012
This Chart rent rates are by the sq. ft. plus 6%
This Chart rent rates are by the sq. ft. plus 6%
Rental Reviews 2012
Rental Reviews 2011
All amounts of stall rentals are less the 5% GST charge
All amounts of stall rentals are less the 5% GST charge
All Stall Rental Fees include the Advertising charge
All Stall Rental Fees include the Advertising charge
feet per stall price per sq. ftTotal per wk
Butchers
Feet of Stall
1932
$0.47
$911.73
$47,410.17
2016
$0.26
$520.99
$27,091.52
1040
$0.29
$303.82
$15,798.71
$0.50
$966.44
$50,254.78
Feet of stall
$0.27
$552.25
$28,717.02
1040
$0.31
$322.05
$16,746.64
210
$0.56
$117.55
$6,112.77
$101,831.20
2016
Feet of Stall
Coffee Bar
Coffee Bar
Feet of Stall
1932
Total yearly
Corner Stalls Aisle Side 8 @ 10'
Corner Stalls Aisle Side 8 @ 10'
Feet of Stall
Butchers
Feet of Stall
Produce/flowers/baking/etc.
Produce/flowers/baking/etc.
Feet of stall
feet per stall price per sq. ftTotal per wk
Total yearly
210
$0.53
$110.90
Total
Chip Wagon
Outside Seasonal
Flat Fee Equipment Charges
What about if we add Christmas Tree Vendors for a month
or two to sell trees at $300.00 a month or more?
Vendors Fees Collected
Total Amount for year income
$5,766.76
$96,067.17
Feet of Stall
$10,786.56
$4,494.40
$2,162.40
Chip Wagon
Outside Seasonal
Equipment flat fee
What about if we add Christmas Tree Vendors for a month
or two to sell trees at $300.00 a month or more?
Total
$11,433.75
$4,764.06
$2,292.14
$1,350.00
$114,860.53
Vendors Fees Collected
Total Amount for year income
$1,350.00
$121,671.16
44
Business Plan
Brantford Farmers' Market
January 2010
Proposed Vendor Stall Rates 2009-2013
Appendix 6
Rental Review 2013
This Chart rent rates are by the sq. ft. plus 6%
Rental Reviews 2013
All amounts of stall rentals are less the 5% GST charge
All Stall Rental Fees include the Advertising charge
feet per stall price per sq. ftTotal per wk
Butchers
Feet of Stall
1932
Total yearly
$0.53
$1,024.42
$53,270.06
$0.29
$585.39
$30,440.04
1040
$0.33
$341.37
$17,751.44
210
$0.59
$124.61
$6,479.54
$107,941.07
Produce/flowers/baking/etc.
Feet of stall
2016
Corner Stalls Aisle Side 8 @ 10'
Feet of Stall
Coffee Bar
Feet of Stall
Total
Chip Wagon
Outside Seasonal
Equipment flat fees
What about if we add Christmas Tree Vendors for a month
or two to sell trees at $300.00 a month or more?
Vendors Fees Collected
Total Amount for year income
$12,119.78
$5,049.91
$2,429.67
$1,350.00
$128,890.43
45
Business Plan
Brantford Farmers' Market
January 2010
Farmers Market Capital Reserve Fund
Appendix 7
Farmers' Market Capital Projects
Project #
Project Name
PM0409 Redevelopment of Brantford's Farmers' Market
PM0903 Farmers' Market - Washroom Modification
Actual
54,707
-
Budget
602,592
15,000
$ 562,885
Funding Source
Various RF and capital projects
RF0192
Status
On hold
Open