The Thursday night farmers market in September was not a resounding success. But town officials and merchant associations Discover Danville and the Danville Area Chamber of Commerce believe there are ways to improve attendance for next year.
In August, the Town Council approved five trial Thursday night markets in September in addition to the town’s year round Saturday Farmers Market. The market took place on Hartz Avenue between Prospect Avenue and Church Street, from 4 p.m. to 8 p.m.
At the end of the month, Pacific Coast Farmers’ Market, which also provides the vendors at the Saturday market, gave the town feedback on the September trial run.
Despite positive feedback from people who shopped at the market, farmers said business was poor compared to the Saturday market, said Allen Moy of Pacific Coast Farmers’ Market.
“The bulk of our producers sell on Saturday. It wasn’t a really good market for them,” said Moy. “The two days don’t compare.”
Despite the lackluster spending, the town believes it can do better next year. Danville Mayor Mike Doyle believes people just didn’t know about the trial run. If the town had had more time to advertise the market, it would have been more successful, Doyle said.
“I don’t think it was a fair trial,” said Doyle at the joint meeting. “I was disappointed with the turnout.” Doyle added, however, that everyone he talked to at the farmers market was pleased with it.
He suggested that next year the town could start publicity earlier, allowing for a longer lead up until the market.
Having the trial run in September also could have been part of the problem. September started off warm, but as the month wore on, it got colder and darker, said Vice Mayor Karen Stepper. The shoppers Stepper spoke with complained about the limited fall produce and the cooler, darker nights in September. The most popular time for farmers markets are the summer months when produce is abundant.
“They liked it, but they wished they had more time,” said Stepper.
Another factor may have been the location. At the meeting, Moy suggested using a street other than Hartz Avenue.
Although one of the reasons for a Thursday night farmers market on Hartz was to enhance downtown, Moy said the market looked sparse on Hartz and closing down the main thoroughfare in downtown Danville at rush hour and when school let out caused parking and traffic issues.
Wayne Wickham, president of Discover Danville and owner of the Wine Sellars on Hartz, noted that shutting down Hartz at 2 p.m. to allow farmers to set up hurt downtown businesses. He asked Moy if there was any way to set up later.
“Having the street closed for three hours before was difficult,” said Wickham at the meeting.
Choosing a smaller side street downtown might avoid those issues and give the Thursday night farmers market the feeling of more participation, said Moy.
Some of the alternative streets suggested were East Prospect Avenue and Church Street between Hartz Avenue and Railroad Avenue to pull in people from both major roadways.
The Town Council will discuss the feedback and results at its Nov. 1 meeting. The council will also decide if the town is interested in pursuing a Thursday night farmers market next year.
