Farmers’ Market to Crop Up in New Downtown Location

Putting an end to nearly two months of protests from some downtown merchants concerned about lost parking, the City Council on Monday night approved a plan to move the farmers’ market to a location two blocks west.

The council voted unanimously to approve the use permit necessary for the move.

Before casting her vote, Councilwoman Rosa Lee Measures told the council that she and her husband ride their bikes to the farmers’ market every Saturday. Afterward, they linger downtown for breakfast, chatting up patrons who say they come to Ventura from all over for the pier, the beach, the farmers’ market and the downtown thrift stores.

“We talk a lot about cultural tourism,” Measures said. “But I would like to talk about agricultural tourism.”

Councilman Jim Monahan asked if anything could be done to provide public restrooms for the hordes of shoppers so they do not unduly burden nearby merchants. Karen Wetzel Schott, operations manager of the nonprofit cooperative that runs the market, said she would research the issue.

Nearly two dozen farmers and shoppers stood at the meeting to express silent support for the market in its new location with its current hours of operation. Some urged shopkeepers to capitalize on the flood of shoppers being delivered to their doorsteps.

“I suggest to the downtown merchants that they try to be creative about attracting to their stores the 2,000-plus cash-carrying customers who come to the market,” said Dick Negus, a farmers’ market customer who lives downtown.

Standing outside council chambers after the vote, surrounded by farmers and supporters, Schott looked tired but happy.

“We’re just really relieved,” she said. “The whole process was really gratifying in a strange way--we had so much support from our customers, and the farmers really rallied.”

She said she hopes farmers can start hawking their fruits and flowers at their new location--in the public parking lot at the corner of Santa Clara and Palm streets--by May 3.

Construction of a four-story parking structure at the current municipal public parking lot near the corner of Santa Clara and California streets is forcing the market’s migration. It will be the market’s third move in its 11 years of operation.

In approving the move, the council denied an appeal filed by Sharyn Taylor, owner of Antique Accents in the 300 block of Main Street. The farmers’ market currently operates from 8:30 a.m. to noon on Saturdays. An additional hour is used for vendors to clean up their booths and clear the parking lot by 1 p.m.

In an effort to secure badly needed parking for her customers, Taylor asked that the market’s hours be cut back to 6 to 11 a.m., with farmers clearing the lot by noon. She also asked for a mandatory review of the new location after 18 months.

But in a March 25 letter to the City Council, Schott, argued that earlier hours would mean setting up stalls in the dark, and would force some faraway farmers to leave their homes as early as 2 a.m. to arrive in time.

In addition, Schott said, the hour lost between 11 and 12 a.m. is crucial for sales.

“An hour might not sound like a lot to the average person,” she said, “but when you consider that that’s 35% of our business and 25% of our operating hours that’s a lot. It’s unfair for one merchant to dictate hours to another for their convenience.”

For the past three weeks, Schott has set up a table at the Saturday market and distributed pre-printed cards--to be mailed to City Hall--supporting the market’s present hours. Marion Thompson, a city planner, reported that City Hall received about 700 cards--some with personal letters attached. Schott presented 493 additional cards gathered at the market over the weekend to the council Monday night.

Meanwhile, the city manager’s office reported on Friday that it has received 100 letters opposing the market’s current hours.

Taylor’s appeal was the second filed at City Hall, protesting the move. The first was filed in late February by Don Goolesby, owner of Attic Treasures on the 300 block of Main Street. Goolesby protested the new location, saying the market would devour prime downtown parking places during busy business hours. But the Planning Commission voted 7 to 0 on March 11 to deny Goolesby’s appeal.