July 1, 2014 Council Meeting Packet Page 140

To:
From:
Submitted by:
Subject:
CITY OF CARMEL-BY-THE-SEA
Council Report
July 1, 2014
Honorable Mayor and Members of the City Council
Jason Stilwell, City Administrator
Janet Bombard, Library and Community Activities Director
Receive Update from the Farmers Market Ad Hoc Committee on an
Agreement with West Coast Farmers Market Association to Operate the
Carmel-by-the-Sea Artisan Food Experience and Farmers Market, Provide
Staff direction which may Include a Possible Street Closure
Recommendation(s): Consider potential actions with regard to an agreement with the West
Coast Farmers Market Association to operate the Carmel-by-the-Sea Artisan
Food Experience and Farmers Market
Executive Summary: The Farmers Market Ad Hoc Committee is hosting a meeting on Monday,
June 30, 2014 in order to receive input from residents and businesses
regarding the community's vision for the Farmers Market. Discussion
issues will include Market guidelines, hours of operation, location,
implementation of a mechanism for oversight of the Market, and the
contract.
Fiscal Impact:
Budgeted (yes/no)
N/A
The Ad Hoc committee will provide an oral report to Council at the July 1,
2014 meeting. Based on the Ad Hoc Committee's recommendations
Council can take action on the Farmers Market issue at the meeting.
Attachment: Carmel Artisan Food Experience Guidelines
None.
Funding Source( general fund, grant, state)
N/A
Previous Council Action: At the October 2, 2013 meeting, Council accepted the Downtown
Event ad hoc committee recommendations for an ongoing culinary event
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July 1, 2014 Council Meeting Packet Page 141
Decision History:
Reviewed by:
City Administrator
Asst. City Admin.
Public Safety Dir
City Engineer
and forwarded them to the Community Activities and Cultural
Commission for further refinement.
At the February 4, 2014 meeting, Council approved Resolution 2014-14
granting approval to hold the March 27, 2014 Farmers' Market in
Devendorf Park.
At the May 6, 2014 meeting, Council approved relocating the Farmers
Market to Devendorf Park and Mission Street between Ocean and 6th for
a six-week trial period beginning May 22 and running through July 1,
2014.
At its April 9, 2013 meeting the Community Activities and Cultural
Commission established guidelines for the weekly Farmers Market to be
run by the West Coast Farmers Market Association.
At the May 14, 2013 meeting, the Community Activities and Cultural
Commission discussed and accepted final (revised) guidelines for the
West Coast Farmers Market Association.

City Attorney Administrative Services D
D Dir of CPB D Dir of Public Svcs D
D Library & CA Dirg] Other D
D
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July 1, 2014 Council Meeting Packet Page 142
CARMEL ARTISAN FOOD EXPERIENCE GUIDELINES
Page 1 of 2
MISSION: The purpose of the Carmel Artisan Food Experience (Hereafter. the "Event") is to cultivate community:
from farm to chef to table, through the growing, preparing, and consuming of sustainable, local, organic, artisan
food. The Event strives to:
1. connect residents and visitors with each other in the heart of town by providing an open-air opportunity to
shop for fresh food and taste the culinary explorations of local purveyors.
2. connect shoppers with local merchants by increasing foot traffic for existing storefronts and by providing
Carmel-by-the-Sea food purveyors exclusive rights to establish a second, outdoor, venue for sales.
3. connect Carmel-by-the-Sea chefs and food purveyors with local farmers by providing accessible
ingredients and encouraging cul inary partnerships.
4. connect shoppers with local farmers by educating them about the best Ingredients through the culinary
excellence and experimentation required of the participating chefs and purveyors.
5. connect local farmers who use organic, sustainable practices with a larger Individual and business
customer base in order to support their development and proliferation.
EVENT ORGANIZATION: The work of organizing and running the Event is carried out by a City-sanctioned
Steering Committee and a professional Event Manager.
RULES: The Event Manager develops and maintains a set of Event Rules, enforceable throurh fines and limits to
participation and in accordance with these Event Guidelines, the Food and Agriculture Code, A.!icle 5, Division 21 ,
section 58101, 58101.5, 58103, 58104, and all other applicable City, State, County, & Federal regulations. The
Steering Committee must give final approval as to whether the Rules meet the Guidelines, prior to their taking
effect.
PURVEYOR PARTICIPANTS: Prepared Food Purveyors must currently operate a retail food store or restaurant
within the official boundaries of Carmel-by-the-Sea and must offer one or more special prepared dish for on-site or
at-home consumption. Purveyors must partner with a participating Farmer to showcase at least one ingredient
from that Farmer's available products in the offered dish. Though each farmer ingredient Is organic, Purveyors are
strongly encouraged to utilize all organic ingredients when possible. All Vendors must be in good-standing
regarding City regulations and have all current required permits for their permanent storefront as well as any Event
booth.
VENDOR PARTICIPANTS: Food Vendors must currently operate a retail food store within the official boundaries of
Carmel-by-the-Sea. They must offer organic, value-added agricultural products (food and fiber) such as jams, dried
fruit, cheese, baked goods, olive oil. No craft items will be permitted. All Vendors must be in good-standing
regarding City regulations and have all-eurrent required permits for their permanent storefront as well as any Event
booth.
FARMER PARTICIPANTS: Farmers will sell high quality, certified organic products at the height offreshness,
which they grow or produce themselves. Farmers must provide a current Certified Producer's Certificate; the
organic certificate from a USDA approved third party certifier; a copy of their state Organic Registration; a Map of
Growing Ground with supporting photographs; and any other requested documentation to the Event Manager prior
to participation. If a Farmer intends to serve samples of his/her produce, he/she must adhere to the sampling
regulations provided by the applicable health department. The designation Farmer also includes Fishermen.
Fishermen must provide fresh, wild-caught seafood from California central coast waters that meet or exceed the
green level of Monterey Bay Aquarium Seafood Watch Criteria.
AESTHETICS: The Event Manager must maintain high aesthetic standards in the layout and equipment of
Participants. Proposals for layout, signage, equipment. and the like must adhere to or exceed the city Design
Guidelines for the use of natural and subdued materials and must be approved by the Steering Committee before
purchase and/or use.
COMMUNICATIONS: Participants must clearly display the name of their business. All temporary slgnage must
adhere to the same design, dimension, and location requirements and must be approved by the Steering
Committee. Participants must post prices for all items being sold. Moreover, Farmers must post the ANDI score
for all items. The display o( additional nutritional information Is strongly encouraged. Signage must comply with
current laws. Dish Purveyors and their partner Farmers must provide to shoppers a card of approved standard
design with the dish recipe on one side and the farmer information on the other.
EQUIPMENT: The City may be able to supply equipment (power cords, and the like) and staffing (additional pollee
July 1, 2014 Council Meeting Packet Page 143
CARMEL ARTISAN FOOD EXPERIENCE GUIDELINES
officers, cleanup, and the like) provided that the Event arranges these items in advance and provides
reimbursement so that the City incurs no costs. Bicycle locking areas must be arranged.
Page 2 of2
BOOTHS: Participants must establish and maintain clean, attractive, informative booths. The Manager or the
Participants provide tables, chairs. table cloths, scales, umbrella, signage, waste receptacle, decorations, and the
like. Participant umbrellas must be approved by the Steering Committee and be of natural wood and cloth
construction. All products must be displayed in natural receptacles such as wood, fabric, or wicker. There is no
plastic or cardboard display material permitted. All display tables must be draped with natural fabrics such as linen,
burlap, or the like to hide table legs and storage.
PACKAGING: Participants must encourage the use of multi-use wheeled or tote bags by providing them for sale or
directing shoppers to the closest source. Partici pants may also offer recycled single-use paper bags for sale for 25
cents or more. All prepared food must utilize either washable dishware or bio-degradable plates, cups, utensils,
napkins and the like. Prepared food to go must also utilize biodegradable packaging.
PURCHASES: For shoppers who cannot manage to transport their purchases back to where they are parked, the
Event Manager may provide a drive-up will call booth, rental carts, or some other approved solution.
SCHEDULE: The Event is open year-round on Thursday afternoons around the lunch and dinner hours. rain or
shine, except for planned holiday or other event conflicts, if any.
LOCATION: The outdoor portion of the Event is held at the north lot of Sunset Center, the indoor portion of the
Event is held within the restaurants and other food establishments of Carmel-by-the-Sea. The Event location is
subject to change, if desired.
PETS: By law, pets and all dogs except service dogs are not permitted In a food Event, however, pets may occupy
City sidewalks and other areas that are not within the Event boundaries.
SMOKING: No smoking is permitted at the Event or within 100 feet thereof.
GARBAGE: The use of City waste and recycling receptacles by Event Participants and their customers is not
permitted. The Event Manger must ensure that all Participants provide standardized waste, recycling, and
composting receptacles , empty them frequently so that they do not overflow, and remove all waste from the City

FINANCIALS:
The Carmel City Ap{ninistrator negotiates for Carmel City Council approval:
-tire terms of the contract with the Event Manager
a sliding scale of profit sharing with the City of Carmel from 0% at Event startup, to larger percentages
as profits rise.
the fee for using city electricity or other utilities or services.
The Event Manager determines:
the fee payment date, time, and methods.
the outdoor event fee structures for Farmers, Vendors, and Purveyors,
the indoor event fee structure for participants and/or visitors.
SET-UP: The Event Manager must confine set-up to the shortest possible time (thirty-minute maximum) with the
least Impact on normal residential and commercial operations. No late arrivals will be permitted. Emergency
vehicle access is of the utmost importance. No Participant will be permitted to encroach in access-ways or
otherwise depart from the Manager' s layout.
TEAR-DOWN: The Event Manager must confine tear-down to the shortest possible time (thirty-minute maximum)
with the least impact on normal residential and commercial operations. All Participants must clean up all litter and
debris from their space and leave the area better than they found it. Participants may not leave before Event close.
INSURANCE: The Event Manager must arrange overall event Insurance and ensure that Participants carry their
own insurance coverage.
ENFORCEMENT: Event Manager must strictly enforce the Guidelines and the Rules founded on them following a
clear procedural agreement signed by all Participants.