2018-172 Community Market Survey DataDate: November 21, 2018 Report No. 2018-172
INFORMAL STAFF REPORT
TO MAYOR AND CITY COUNCIL
SUBJECT: Provide background information and update status regarding the Denton Community Market
BACKGROUND: During the October 16, 2018 City Council meeting, Vicki Oppenheim, Executive Director of the Denton Community Market, gave a brief presentation that highlighted the recent accomplishments and current needs of the market. Following that presentation, the City Council directed staff to
research other local community and farmers’ markets to determine the amount of local funding
and city support provided. The Denton Community Market is a 501 (c)(3) farmers’ and art market that operates every Saturday from April to November from 9 a.m. to 1 p.m. The market is currently held on the corner
of Carroll Boulevard and Mulberry Street in the Denton County Historical Park. The Market is
supported financially from the City of Denton, vendor fees, and donations. The Market also receives in-kind support from Denton County including use of the trash dumpster and water from the County’s water hose.
For calendar year 2018, the City of Denton provided the Market with $15,965 in Hotel Occupancy
Tax (HOT) funds, a $9,150 sponsorship from the City Manager’s Office which expires next year, and has applied for a $4,000 sponsorship through the City’s sponsorship funds. The Market also uses ClearStream Trash and Recycling as part of the City’s borrowing program through Solid Waste & Recycling at no cost. This recycling is taken to one of the City’s recycling drop off
centers.
Staff surveyed representatives from 9 surrounding communities to request information to compare the City of Denton’s level of support. Of those 9 cities, two receive municipal funding (Carrollton and Farmers Branch), one is operated as a non-profit, one has full-time city staff that contributes
to the market (Farmers Branch), and one does not have an official market at all. Attachment 1 is
a table outlining the survey data collected, including Denton’s information.
DISCUSSION On Monday, November 19, Vicki Oppenheim sent the attached e-mail to the City Council and
City leadership stating that she is scheduled to speak during the Citizen’s Report section of the
December 4 City Council meeting (Attachment 2). At the December 4 meeting, Ms. Oppenheim plans to discuss the attached request for City of Denton financial support and to highlight a new study on the Market (Attachment 3).
The request includes financial support to fund the salary of two employees at $55,978 per year for
the Executive Director and $45,213 per year for the Market Vendor Coordinator (payroll taxes are included in these totals).
Date: November 21, 2018 Report No. 2018-172
ATTACHMENTS 1. Combined Farmers’ and Community Market Survey Data 2. November 19 Email from Vicki Oppenheim 3. Denton Community Market Proposal for City of Denton Financial Support
STAFF CONTACT: Stuart Birdseye Management Analyst Stuart.Birdseye@cityofdenton.com
DentonLewisvilleCarrolltonCoppellRichardsonFlower MoundPlanoFriscoFarmers BranchGrapevineIs there a community/farmers' market in city limits?YesNoYesYesYesYesYes (2)YesYesYesDoes the market receive municipal funding?YesN/ANoYesNoNoNoNoYesNoIf yes, ho much municipal funding is provided and what is the funding source?$15,965 HOT Funds (Calendar Year '18) $9,150 CMO Sponsorship (expires 18‐19), $4,000 Sponsorship Request FY18‐19N/AN/A$75,000 for general management (contracted)N/AN/AN/AN/A$64,000 annually in Parks budgetN/AHow is that funding level determined?Requested through HOT fund process, sponsorship processN/AN/AProposed by staff, approved by Council annually (budget)N/AN/AN/AN/ACovers supplies, restrooms, marketing, etc.N/ADoes City staff contribute/provide in‐kind services to the market? If yes, in what capacity?Trailer inspectionsN/AVendor application review, onsite food safety inspections. Environmental Quality on call staff during the day of the market.A City Liaison troubleshoots and helps with many aspects of operationsOnly in a regulatory capacityNoNoNoFull time Market Coordinator (City staff). Additional City staff also assist with setup/teardownNoDoes the City offer any other in‐kind services?Trash and Recycling Clearstreams and bagsN/ANoPavilion use, utilitiesNoNoNoNoSigns, barricades, trashNoIs the market a registered non‐profit/501c3 organization? If so, does the City have a seat on the Board of Directors?Is a non‐profit, but City does not have a board seat.N/ANoYes, non‐votingThe Market is a for‐profit businessThe Market is a for‐profit businessUncertain on non profit status. The City has no official board role. Yes, City does not hold a spot on the boardNo (City program)NoIs the market held on City property, County property, or private property?CountyN/APrivate PropertyCityPrivatePrivatePrivateCity, at City Managers requestCityCityAre there any specific permitting requirements?Certificate of Occupancy for the site, Special Events Permit, Vendor Food PermitsN/AYes, farmers' market operators must receive a Special Use Permit from the city to begin operations. Each food vendor/concessioner must apply through Environmental Services for an annual Farmers Market Vendor permit to operate. Inspections are conducted to ensure safety the first day of the vendor operating in the city, then routine inspections are conducted periodically.Must comply with same permitting and ordinance regulations as special events and businessesVendors must receive a Special Use Permit and Health PermitsEnvironmental Health PermitFarmers' Market permit, possible Specific Use PermitHealth and Food Safety PermitsNo (City program)NoApproximate number of vendors160 VendorsN/A39 Vendors40‐50 vendors35 Vendors35 VendorsShops at willow bend: 25 vendors (Saturday), Downtown: 10‐12 (Sunday) vendors35 VendorsAverage 30 vendors (space for up to 55)35 VendorsOther notesOutside OrganizationN/AOperated by Four Seasons MarketsOperated by Coppell Community GardensOperated by Four Seasons MarketsOperated by Four Seasons MarketsOutside Contractor Outside Organization City Staff Outside ContractorCommunity/Farmers' Market Survey Data
From: "Vicki Oppenheim"
To:
Subject: Proposal for Financial Support of the Denton Community Market
Dear Mayor and City Council,
As suggested at the recent City Council Meeting, I am submitting a Proposal to request financial support
for the Denton Community Market. I will be presenting again on December 4th in the Citizen's Report
section of the meeting, highlighting our request and the new study of the Market.
I invite all of you to the Holiday Market this Saturday, November 24th, 9AM to 3PM. It is also Small
Business Saturday. It will be a festive ending to another successful Market season, with holiday music,
Santa Claus, and family activities. Of course, we will offer many locally-produced gift and food items for
purchase. In 2019, we will be celebrating our 10th Anniversary, and there is much preparation to do.
Thank you again for your continued support.
Happy Thanksgiving!
Regards,
Vicki Oppenheim
Executive Director
Denton Community Market
940-367-8029
Denton Community Market
Proposal for the City of Denton
Financial Support
November 19, 2018
Denton Community Market • P.O. Box 3057 • Denton, TX 76202 • 940-268-4326
Denton Community Market • P.O. Box 3057 • Denton, TX 76202 • 940-268-4326
Table of Contents
Denton Community Market (DCM)
Proposal for Financial Support
COVER LETTER 5
DCM BACKGROUND 7
QUALIFICATIONS OF DCM TEAM 11
PROPOSED BUDGET FOR SERVICES 13
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1. Cover Letter 1
Denton City Council
RE: Proposal for Financial Support of the DCM
Dear Denton City Council,
The DCM is pleased to submit our Proposal for Financial Support
in response to requests made at a recent City Council meeting.
Upon entering its 10th Year in 2019, the DCM has become a Denton
community institution in promoting small business incubation,
supporting the arts and culture, and providing an important
community gathering space to serve residents and visitors from all
walks of life. For the past four years, the DCM won placement in
the DRC Best of Denton’s Community Event category. The DCM
staff has a track record of providing community services with
relatively few resources, but requests financial support to
continue its mission and to accommodate is growth and scope.
This request includes support that is vital to its operations: staff
salaries for two core employees of the Market and further
support for promotion of its farmers. In both cases, these
resources are essential for operations and for attracting visitors to
the Market.
We appreciate your consideration of this request in supporting
this important amenity and small business incubator in Denton.
Regards,
Vicki Oppenheim
DCM Executive Director and Board President DCM PROPOSAL FOR FINANCIAL SUPPORT TOWN OF SUNNYVALE RFP • COMPREHENSIVE PLAN UPDATE
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2. 2. DCM Background
Founding and Growth
The DCM was founded in 2009 and held it first Market in
April 2010. In 2019, the DCM will celebrate its 10th
Anniversary Season. The DCM has become a community
institution in Denton, winning placement in the DRC Best of
Denton’s Community Event category four years in a row.
The DCM now regularly has 3,000 visitors per week and has
an average of 70 vendors out of 160 vendors in total.
Community Impacts
Recent Statistics
Economic Impact Analysis
The DCM conducted an Economic Impact Analysis for 2017
with assistance from the University of North Texas
Economics Department and the University of Wisconsin
Planning Department.
• $1.5 million dollars in overall economic impact in 2017
• Estimated sales of nearly $700,000 in 2017 (on Saturdays only)
• Strong business incubator (2018):
• 23% start-ups,
• 22% minority-owned businesses,
• 63% women-owned businesses (not mutually-exclusive
categories of 126 vendors as of May 2018)
• Since 2010, Generated 7 Downtown Brick and Mortars
in Denton, 1 brick and mortar in nearby city, 1
Downtown food truck, 2 major online businesses.
Numerous small business success stories, too many to
mention.
• 3,000 visitors per week on average in 2018.
The study in the next section will show the interrelationship
between the DCM and downtown business support.
DCM PROPOSAL FOR FINANCIAL SUPPORT
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New Study on DCM Visitor Behavior
New Study on the Denton Community Market and Visitor
Behavior
Consumer analytics consulting firm Intalytics performed a
market analysis for the DCM. Using smart phone data
collected from people who have agreed to share their
location data, Intalytics is able to track phone movements
of DCM visitors and link visitors to their home city. Based
on this analysis, it can be determined that 46 percent of
DCM visitors live outside of Denton. Median household
income is $68,630. Figure 1 shows the geodemographic
segment characteristics of typical visitors, and many visitors
are largely young families, young individuals, or more
prosperous couples.
Figure 1: Top 5 Geodemographic Segments
The total sample of visitors is 3,785 people (1 percent
Young Families and
Invidivuals
30%
Young Couples
with Children
14%
Properous,
Established Couples
12%
Affluent Middle-Aged
Couples
11%
Remaining Groups
33%
DCM Customers by Top 5 Geodemographic Segments,
2016-2018,
Data by Intalytics
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sample), or 378,500 total visitors for the two years. The
sample used for the trip data below is 2,800 people.
1. Trip Data Shows DCM Visitors Frequent the Downtown
after the Market
Intalytics was also able to discern where DCM visitors went
after they left the market. Map 1 shows the density of DCM
visitors at various locations in central Denton between 5
and 60 minutes after the Market. The darker-colored areas
show areas of higher density. Higher density along Carroll
Blvd. Eagle Dr., Elm and Locust streets show cell phone
locations along roads as people leave the market. However,
there is a high concentration in and around the Square as
well. Map 2 shows visitor locations 60 minutes after the
leaving the DCM. By this time, while many visitors are back
at home, many are also at another location for shopping
and dining, especially in the Denton Square area.
Map 1: DCM Visitors 5-60 Minutes after Visiting the Market
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Map 2: DCM Visitors 60 Minutes after Visiting the Market
2. New Hotel Data Shows DCM Visitors Stay in Denton Hotels
An analysis of cell phone data locations from 10PM to 6AM
on Fridays and Saturday evenings before and after the
Market shows that 4.5% of non-resident DCM visitors stay
in hotels. The hotels are the 22 listed on the Convention
and Visitors Bureau website. If there are 3,000 visitors per
week, and 46% are non-residents, that is approximately 62
hotel visits per week during the Market season. From this
estimate, there are 2,111 hotel stays per year. This is the
most accurate estimate of hotel stays so far for DCM
visitors.
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18 3. Qualifications of DCM Team
Vicki Oppenheim, AICP
Vicki Oppenheim holds a Master of Science in Urban Planning and Master of Science in Applied Geography. She
is the current DCM Executive Director and is an urban planner with over 20 years of experience in community
development, development planning, and environmental planning. She is one of the founders of the Denton
Community Market and has supported its growth since the first season in 2010. She oversees staff and the
overall operations of the Market and participates in grant and fundraising activities. She regularly conducts
studies of visitor and vendor trends.
She started as an urban planner in New York City working on housing research and pilot projects with
community-based organizations’ efforts to rehabilitate housing and prevent housing disinvestment in low-
income communities. She subsequently worked on residential, commercial, and industrial development
projects in the Dallas Fort-Worth Metroplex. In particular, she has worked on development projects in
numerous small towns and cities, including the City of Denton, the City of Sherman, the Town of Cross Roads,
City of Celina, and the City of Frisco. She also has a long-term interest in green building and sustainable
community development with her firm, Green Leaf Environmental Planning. Vicki is a member of the American
Planning Association and the American Institute of Certified Planners. She is currently pursuing an additional
graduate degree in Economics at the University of North Texas. These skills are being used to help evaluate the
economic impacts of the DCM on the Denton community.
EDUCATION
Columbia University, NY/MS
Urban Planning/1991.
Bryn Mawr College, PA/BA
Growth and Structure of Cities/1989.
University of North Texas, TX/MS
Applied Geography/2018.
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Rachel Weaver
Rachel Weaver holds a Master of Arts in Philosophy and Bachelor of Arts in Social Science from
the University of North Texas. Her education focused on environmental and community
issues, as well as conservation and sustainability. She has served as the Market Vendor
Coordinator for the Denton Community Market since August 2016. As Market Vendor
Coordinator, she manages the weekly Markets and coordinates vendors, musicians, activities,
fundraising, and outreach for the Denton Community Market. This includes managing
organization email accounts, website updates, weekly newsletter, and event planning. She
participates in grant writing, program development, and community outreach, and acts as
Market Vendor Coordinator, Performance Coordinator, Volunteer Coordinator, and
Fundraising committee member.
Rachel also works part-time at the City of Denton managed Clear Creek Natural Heritage Center and has worked as
administrative intern since October 2014. She is the educational
building facilitator during the Denton Independent School District seasonal field trips to
Clear Creek. She maintains the building and hiking trails, cares for animals on site, and assists
teachers and Master Naturalists in educational activities. She maintains the Sustainable
Garden on site, and works with other interns on sustainable agriculture and conservation
projects. Produce grown in the garden is donated to soup kitchens, and/or seeds are saved
for the local seed library.
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38 4. Proposed Budget for Services
Current Staff Funding from the City and Salary Comparisons:
The Denton Community Market appreciates past City support for its operations. The combination of
vendor fees, sponsorships, and fundraisers are still not adequate to fund staff to the levels that are
necessary for a living wage and to fund labor time needed for DCM operations. DCM vendor fees are
among the highest in DFW and they cannot be raised to remain competitive. The Denton Community
Market received HOT Funds and City Council funds for the operations of the Market. There was also
the Pawsitive Vibes City sponsorship in 2018 for $4,000. In 2019, the City Council funds of $9,150 per
year (approximately $5,000 for staff) that were allocated for four years for porta-potties and staff
funding will end. Also, HOT Funds in 2019 will fund $8,000 of Executive Director Salary. Despite this
funding, staff salaries are well below average wages for other markets in DFW or for non-profits in the
United States.
In Farmers Branch, the Market Manager makes approximately over $40,000 plus City benefits (as
recently advertised). In Coppell, the Market Manager makes approximately $55,000, but without City
benefits. It should be noted that in both cases there are City staff that assist with the running of the
Market, and the markets are less than one-half the size of the DCM. In terms of non-profits nationally,
Executive Directors earn $44,246 on average and $33, 520 on average for top administrative positions
for non-profits of our size. These salaries assume there are other employee benefits (GuideStar
NonProfit Compensation Report, 18th ed., September 2018).
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The current staff members both make in the mid-$20,000’s and have no employee benefits except 30
hours per year of vacation time. Both employees need other sources of income to cover living
expenses. In short, this current employment model is not sustainable. While Rachel Weaver works
part-time at Clear Creek for the City, the pay is not adequate to provide a full salary needed beyond the
DCM pay. Vicki Oppenheim sometimes does part-time consulting and must find other income. In
short, both employees hold advanced degrees, and are being paid well below market value for their
skills and experience. This low pay scale exacerbates the issues of increasing workload.
To address the low pay scale, the DCM proposes that both employees become contract employees for the
City of Denton. Below are proposed salaries for the two main DCM staff. Two Booth Managers are not
included in this proposal.
Executive Director
For the Denton Community Market
$52,000 per year
plus $3978 payroll taxes
Job Overview
The Denton Community Market is a non-profit organization comprised of a management team, Board
of Directors, and over 150 vendors who have joined the market as members.
The Executive Director is the key management leader and is responsible for overseeing the
administration, programs, and strategic plan of the organization. The Executive Director works with the
Board and staff to ensure the mission is fulfilled through programs and activities. The Executive
Director managers staff, contract labor, market days, special events, fundraising activities, financial
administration, and long-term planning and programming. The organization has four staff persons,
including Executive Director, Vendor Coordinator, and two Booth Managers. Contract labor includes:
accountant, bookkeeper, graphic artist, sound coordinator, music live streaming, and other services as
needed.
The Executive Director also serves on the Board of Directors and manages the Board of Trustees, as
well as special committees that are formed as needed. The Executive Director represents the Market
in public venues; promotes the market; interacts with local, state, and federal government agencies;
and advocates for financial resources to operate the non-profit organization. The Executive Director
submits an annual budget to the Board of Directors, oversees fundraising activities, and is responsible
for fiscal management and reporting, in conjunction with the accounting and bookkeeping staff, to
ensure the financial health of the organization.
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Market Vendor Coordinator
For the Denton Community Market
$42,000 per year
Plus $3213 payroll taxes
Job Overview
The Denton Community Market organization is comprised of a management team as well as over 150
vendors who have joined the market as members. The Market Vendor Coordinator is responsible for
managing vendor memberships, market promotion, and market days. Managing the market days
includes creating a weekly market layout/map, addressing vendor needs, and planning/overseeing
non-vendor activities at the market.
The Market Vendor Coordinator negotiates vendor agreements, recruits new vendors, manages vendor
payments and identifies and plans for vendor needs. Additionally, the coordinator communicates
regularly with vendors, resolves conflicting needs, and balances competing demands.
The Vendor Coordinator plans and manages market day activities and engages community partners to
provide services on market days. For example, the Vendor Coordinator plans and oversees children's
activities, performers, and other weekly activities. The Vendor Coordinator participates in marketing
and promoting the market. The Market Vendor Coordinator works with the Executive Director and
other staff in fulfilling grant tasks, conducting community outreach, conducting special events and
fundraisers, and supporting the mission of the Market.
Farmer Support
Unknown $ amount of request
The DCM farmers are an essential core of our Market and provide locally- and sustainably-produced
food to Denton residents and visitors. Given local climate conditions, farmers face many obstacles and
often have slim profit margins. The support of local food is a clear goal for sustainability in the City of
Denton.
To support the farmers, this proposal asks for support of DCM marketing:
The provision of additional marketing for the DCM through banners across major downtown
streets for Opening Day, Harvest Days in June and October, and Farm Heritage Day. The cost of
this request is unknown, but the DCM would need support for the creation of the banners as
well as the installation of the banners.
Finally, the DCM submits this funding request in response to City Council member suggestions at a
recent City Council meeting. During City Council deliberations for this request, DCM management
hopes that the Council will consider the importance of the DCM to the economic vitality and to the
livability of Denton. It would be highly desirable to have additional funding approved for 2019. We
appreciate your consideration.
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