The Queen Anne and Magnolia farmers markets have experienced same highs and lows in recent years, from location to finances and much in between. Despite many challenges, however, both markets had record seasons in 2012 and have played pivotal roles in their communities.
Getting the ‘community fix’
Operating as the only independent, nonprofit farmers market in Seattle, the Queen Anne Farmers Market originally grew out of a neighborhood vision-brainstorming session.
“When we were trying to fight the QFC development on Queen Anne Avenue, one of the things that rose to the top was the [need for a] farmers market. We formed an exploratory committee and ran with it,” explained Maria College, co-founder of the Queen Anne Farmers Market.
The market, which took place every Thursday in 2012 from June to early October at West Crockett Street and Queen Anne Avenue North, will enter its seventh season in 2013.
“We wanted to really involve the neighbors,” College said. “We wanted [the market] to be really ‘Queen Anne’ and have lots of personality.”
The Magnolia Farmers Market, which ended its season Sept. 29 this year, began in 2003 following a request by the neighborhood for an opportunity to purchase local food directly from farmers. This market and six other Seattle farmers markets are managed by the Neighborhood Farmers Market Alliance (NFMA).
This year, the Magnolia Farmers Market experienced a notably significant increase in foot traffic.
“We had a market for 17 Saturdays, and 26,000 people shopped at the market,” NFMA director Chris Curtis said. “It really puts it in perspective when you compare it to the previous year; in 2011, 11,000 shopped at the market.”
As an independent farmers market, Queen Anne has also experienced some challenges, including management changes over the last few years, but 2012 proved to be a promising year for the market.
“There are a couple of reasons it was so good,” College explained. “The farmers just had a really great year. We had amazing weather every market day this year, and that is really unusual…. But the other reason is we increased the number of vendors at the market, from 41 to 61.”
Sales in Queen Anne, increased by 54 percent, and attendance increased by a margin of 36 percent, according to the market’s Year-End Letter.
Magnolia also experienced similar success with its market, which received a boast by relocating to McGraw Street.
“A lot of the increase in sales and shoppers is due to the fact that we had more space on McGraw and we were able to increase the number of farmers and vendors that were selling,” Curtis said.
The change in location allowed for more vendor variety and more space for customers to browse and interact with community members.
“I think the average number of vendors the year before was like 18, and this year it was like 24,” Curtis said. “It really does make for a more exciting and compelling market experience. The more vendors we can have at a market, the more satisfied customers seem to be.”
In Queen Anne, the overall goal was simply to be fiscally maintainable. “Our goal is just to be financially sustainable, and we are just working toward that,” College stated.
More than anything, she explained, communities are relying on farmers markets more to provide what she calls their “community fix,” where interaction with neighbors and other community members can occur on a regular basis.
She continued, “I think that after working on this market for however many years, it has become very apparent to all of us that the thing that really stands out is how it brings the community together…getting people connected with their food and the people that grow it.”
Higher expectations
After an underwhelming performance in 2011, NFMA members feared that Magnolia might not be able to support a farmers market, but this year, community members turned out in record numbers and showed their interest and support.
“The average vendor sale here is quite high [in Magnolia], given our system of markets,” Curtis explained. “It is very strong, very stable, and the fact that the average number of shoppers is around 1,500 is really great. [Magnolia Farmer’s Market] really took a huge jump from 2011 to 2012.
“We passed our expectations,” Curtis added. “To have that huge jump in shopper base and to have the average farmer sale day be so much higher than it was…, we met every single goal we set in place.”
Meeting financial goals was gratifying, but seeing community members interact and volunteer also was a significant success factor in Magnolia.
“[Community members] were sitting at those tables and chairs and taking part in the cooking demos and taking time to listen to the music. They were spending quality time at the market and [were] connected in it with a way that I had never really seen before,” Curtis said. “One thing I really need to point out is that Magnolia has a great group of folks who helped and volunteered all season long to make sure the market was a success.”
Community engagement, she explained, is the one factor that drives success in farmers markets anywhere.
Volunteerism and community involvement were also huge success factors in Queen Anne, which increased its volunteer team from 25 to 64 persons, with total hours donated exceeding 623, according to the market’s Year-End Letter.
Goals for next season in Queen Anne largely include logistical additions, such as adding additional seating and lighting and vendor variety.
“We are always tweaking our vendor mix and always looking at the numbers, making sure our vendors are happy,” College said. “It’s just so gratifying to see that [the vendors] have connected with the customers. That’s kind of what its all about…helping people make a living and bringing this great food to our community.”
Looking ahead next season in Magnolia, market organizers are interested in continuing and expanding upon the growth that 2012 showed, including adding more eggs, cheese, chicken, berries and artisan bread to the market variety.
“You see your neighbors; you slow down,” Curtis pointed out. “You sit and have lunch with your kids. You talk to your neighbor…. There are so many community conversations that go on [that] we provide space for. It truly is a community meeting place in a way that I don’t know that’s duplicated anywhere else.”
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