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Managers' Corner :: Market of the Month
Market of the Month — December 2008
Vancouver Winter Farmers' Market
In the Spring of 2006, at a general meeting of market vendors, the idea of having a Winter farmers market in Vancouver was introduced. I can't remember if it was a staff idea or a vendor idea but the idea was greeted universally with enthusiasm by everyone at that meeting. Vendors were keen on extending the season — allowing them to spread their income over the off-season and staff knew that shoppers would come — the demand and the climate was right for this new initiative. Leaving that meeting we had a goal — to find a place to hold this market and to make it happen for that coming winter. The pressure was on and the clock was ticking!
It might come as a surprise to many, that although Vancouver is a large city — one with many amenities and conveniences — there aren't many mid-sized indoor venues available to rent at a reasonable price. We quickly ruled out many of the venues we had initially thought of — too small, too expensive or not available on Saturdays (our chosen market day). The options were looking bleak until we remembered that there was a community hall in our neighbourhood, a few blocks away from our market office — the WISE Hall. We quickly arranged a viewing and headed over to take a look.
To our surprise the hall was just what we had been searching the city for. Its wood floors and rustic appearance were perfect for our event. There was a stage for speakers or maybe entertainers and an area outside where we could set up the hardy vendors who preferred being under a tent than inside a hall. With the addition of some lights, signs and some moving of chairs and tables, we knew we could make it a good home for the First Winter farmers market season.
We planned on going once a month from November – April. The hall was booked and the applications sent out to vendors. We waited hoping that the idea would catch on. And we were not disappointed! Uptake from vendors was very good for this market season (and has been growing ever since). We were able to fill our 35 indoor stalls as well as the 8-10 stalls outside each week for the whole season with no trouble. As usual, we were always looking for farm vendors but in most cases we were above our 60% ratio of farm to other stalls.
We began promoting the markets by sending out press releases to local media, postering our market neighbourhoods and passing out leaflets at the markets. We gave away organic apples (donated by a market vendor) at a busy skytrain/commuter bus stop along with leaflets and got people talking about shopping at a farmers market in the winter. We received great support from local food writers and media. The momentum was growing and we had a good feeling about opening day.
Opening day, November 4th, 2006 came. We arrived early to the hall. Planned and marked the stall spaces, installed the lights, hung posters and banners and put the music on to play. We greeted the vendors, helped them into the hall with their goods — everyone was nervous and excited with anticipation of what the day would hold. I saw our first regular customer from our East Vancouver arrive. She took her place at the front of a non-existent line at the door. Soon there was another and another and another until the line stretched out of the hall, down the stairs and down the block — way down the block! It was going to be a very good day...
From that amazingly successful day we grew and grew and grew. We now have nearly 50 stalls per day at the market every week. We've expanded from once a month to twice a month to every other week this year. Many vendors attend every market and have told us how important this opportunity has been to making farming sustainable for them. We have developed a loyal market following too — some shoppers come from across town to find their locally grown and produced goods — the best in the city!
For the future, we're looking for a bigger venue, more outside space, the chance perhaps to go every week and to offer things like an area for shoppers to sit and eat breakfast or lunch, a larger area for entertainers, opportunity to have speakers or workshops. We've even toyed with the idea of having two winter markets — one on the east side, one on the west. Our newly cultivated customers in Kitsilano and Point Grey want a market in their neighbourhood in the winter too.
The future is bright for the Winter Farmers Markets in Vancouver thanks to an Executive Director (Tara McDonald) with vision, a Board of Directors who encourage us try new things, brilliant vendors, hard working staff and volunteers and a loyal and passionate customer base. We're always working to make our markets better and we're keenly aware that our work does make a difference.
Visit our Winter Farmers Market every other Saturday at the WISE Hall, 1882 Adanac Street, Vancouver. 10am – 2pm November – April. You can see a schedule of vendors online at: www.eatlocal.org/wfm_2008_09.html.
