An In-depth Analysis December 11, 2008

Presented by:

The University of Rochester Department of Anthropology

Global and Local Market Research Class

• To gain insight into the experience of customers attending the WFM

• To identify the advantages and disadvantages of selling at the WFM from the vendor point of view

• To determine the impact of the WFM on the local community

• To understand the involvement of the UR community in the WFM

Observation at the WFM Survey of customers Interviews with customers Participant observation with vendors Discussion with market planners and

community members Interviews with UR

students/faculty/administration/staff

Surveyed 59 customers at WFM at the end of September

Analysis of spending habits, demographics, and effectiveness of marketing techniques

• 4 people are members of St. Monica’s Church

• 3 people are members of community organizations

• Most customers are regulars• People who go to WFM tend not to go to other markets

• Most are more concerned with “local” than “organic”

• Pesticide free• Convenient• Healthier/Safer• Known origin of food• High quality/low cost• Avoid allergens• Support community

• More varieties• Fruit • Honey• Plants

• Customers currently do not reflect diversity of area

• Lack of advertising• More at schools, hospitals, and local

establishments• Other farmers markets• Frequently in local publications

• One of the biggest draws• Some come more for conversation than food• High variation in amount spent on food

• Expectation to see people they know• Return despite previously stated

complaints • Weak ties with the vendors• Community existent before the market

A good market done right creates a sense of community.’ ….creating a sense of community and building ties to the surrounding residents, business owners, and farmers should be a byproduct of a good farmers market, not a goal.

-Andrew Flack Quoting a Customer

• The Little Bakery• Allens Hill Farm• Barita (Meat)• Small World Bakery• Deer Run Winery• Freshwise• Miss Betty• Shady Lane Farm• Suzanne the Flower Lady

• Attracts a different demographic• University Community• Residents of Sector 4

• Camaraderie between vendors• Inform customers about their business and build

loyalty• Unique place to sell a product• Food Stamps • Live music

Each vendor has his/her own regulars Vendors do their best to be accommodating Use market as a form of advertisement Friendly conversational atmosphere Customers want different products at lower

prices

• Work in tandem with other markets• The time of the market should not conflict with

other markets• Fosters a sense of community• More returning customers

• Consistent attendance of both customers and vendors• Alternates list for vendors• More regular customers

• Needs to show viable profit for vendors• Fair business practices • Vendors should not undercut each other

• More variety of products• Better advertising• Posters in local businesses

• Many vendors are willing to wait for the market to grow

Between 18 and 23 years old 50% Lived on Campus, 25% Riverview, 25% Off

Campus Evenly Split between Males and Females

• Did you attend the West Side Farmers Market?• Why or Why not?

• If you did, what did you like?• Attitude about farmers markets• Whether one visits other Markets

• Eating Habits• Location and Community of the Market

• Location in Sector 4• Fear of Violence and Crime in the Area• Excessively Large Meal Plans• Proximity to Campus/ Lack of Transportation• Apathy toward dietary concerns• Lack of Variety at the Market• Lack of nearby activities/hot spots (coffee

shops, restaurants, etc.)

• Depending on where a student lives, they have the following options:Cost$2250$2160$1740$555$1655$1380$800$555$450

Clubs200150100Platinum DecliningGold DecliningSilver DecliningCommuter Club Meal Plan (25)Bonze DecliningCommuter Declining

Declining$700$825$800$1655$1380$800$320$555$450

• Price• Atmosphere/Human Interaction• Supporting Local Economy• Proximity to Campus• Healthy Eating• Another activity to do off of campus

• A moderate desire for organic and locally grown food exists

• Not in high demand, however most students who visited WFM expressed concerns about wanting organic food

• Students see organic food in multiple ways:• Those who have no interest • A fair number who would buy organic if made easily

available• A smaller niche who are extremely dedicated and

enthusiastic about organic try to only eat that way

• A direct bus line• Different hours/days• Better advertising, especially in Riverview

Residence Hall• Education about farmers markets and what to

expect• More variety of vendors and items sold• Ability to use Declining Dollars (Campus food

money)• Making the WFM a weekly event/community

gathering• An open forum for performance by community

members

• 7 Staff• 5 Faculty• 1 Administrators

• 100% of faculty had not heard of the WFM

Never Heard of WFM

Heard of but haven’t gone

Have attended

0

2

4

6

8

Wegman's RPM WFM Walmart Top's

FacultyStaffAdministrators

• Inconvenient location• Do not think they would fit in• Size• Time• Lack of transportation

• Local• Sustainable• Community/Shopping with family• Convenience• Price

• POSITIVES• Exposure of new vendors• Attempt of opening up a

largely untouched community

• Vast variety of organic and local vegetables

• Decent variety of vendors

• Friendly, engaged vendors who are interested in their customers

• PROBLEMS• Variety of Vendors• Location of Market• Aesthetics of Market• Transportation to/from• Publicity/Marketing Strategies• Needs of Customers• Responsibility for WFM’s

success• Sense of belonging to WFM• Opportunities for community

involvement and development

• Local Produce and Products• More important than organic

• More Variety of Vendors• Without several vendors selling similar things, no

competition or back-up if a vendor does not come• A Reason to be Involved• Community members need a reason to get involved

and support the market, to see it as their own• More opportunities for community members,

teenagers, children, students to get involved

• Too much open space (from sidewalk to first vendor and in between the two rows of vendors)• Customer feels self-conscious (obligated to buy)• Market feels empty, not welcoming, “church bazaar”

• Aesthetics •Parking lot with limited trees or beauty around it to create a sense of welcome

• Moving all vendors closer to the sidewalk, as well as closing the gap in the middle

• Creating a U-shape with vendors to promote a more self-contained sense of the market

• Moving the band out to the street side to help attract people into the market area

• More signs with a clear description of the WFM

• Since most people discovered the market by stumbling upon it, this may be one of the best marketing tactics

• Clear signs explaining the market, its function, and the populations it serves will help bring in the people who are curious and previously uninformed

• Self-contained market needs its own “nook”:• Boundaries, sense of “homeyness,” overall theme• To engage customer’s senses: • Decorations, Music, Color, Lights

• Comparison to SWFM

• Some parents bring their children to the market• Offer a location with more appeal for the

population • Ex. To a nearby school,

playground where parents can allow

their children to playtheir children to play

• 19th Ward/PLEX Community?• U of R Community?• Greater Rochester Community?

Since no one group feels a sense of belonging or social responsibility for the market’s well being, the market has not fostered its own community of people who come to peruse and buy, as well as see each other.

• Expand notion of who market belongs to:• Meeting place of diverse populations, more

encompassing than just specific neighborhood • Community outreach opportunity, welcoming the U

of R community to join the 19th Ward/PLEX Neighborhoods• Coming together to support local foods, organic foods,

and independent vendors• Importance of stressing a collective ownership• Name Change• “Westside Farmers Market” creates a sense of physical

location, a notion that the market may be only for a specific community

• 19th Ward/PLEX Community• Located within the boundaries of their

community• Proposed to serve the health needs of families• Local, convenient alternative to grocery stores

• University of Rochester Students• Low cost food• Close to campus• Community outreach opportunity

• Marketing for different population◦ Target students, faculty/staff, and community

members• Emphasis on vendor/ local connection◦ Empowering consumers by acknowledging that they can influence vendors and product variety

• Existence: Unaware that it exists• Money: Already have full meal plans• Access: Unaware that a bus system exists• Danger: 19th Ward is unknown to them• Need: Products sold may not appeal to

them• Belonging: Believe that market is for 19th

Ward Community, not them (not welcome)

• Important to stress collective ownership• For 19th Ward/PLEX Community• Ties to existing events – Square Fair, other festivals• Advertising booths, Vendors, etc.

• For students: how to engage and advertise to them• Fliers for freshman orientation, Wilson Day• Hall Programs with RAs, Freshman Fellows, D’Lions• Advertise 19th Ward bus stop, expand shuttle route to

include the market• Weekly Buzz• Student Bands to play at market – Advertise

Performances• Students as vendors, selling own work, crafts, etc.

• Promote programs/discussions that will help students learn about the 19th Ward Community• Vendor Sampling in Hirst Lounge (Wilson Commons)• Hold programs in the 19th Ward directed at getting

students to come visit and experience local shops, etc• Get together (Meet and Greet) with U of R students,

administration, faculty, staff, and community members

Local Produce

Friendly Vendors