HomeMy WebLinkAbout4927 RESOLUTION NO. 4 9 2 7
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
AUBURN, WASHINGTON, AUTHORIZING THE ACCEPTANCE
OF A GRANT FROM KING CONSERVATION DISTRICT AND
AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE
THE NECESSARY AGREEMENTS TO ACCEPT SAID FUNDS
WHEREAS, the City of Auburn International Farmer's Market, on behalf of the
City of Auburn, submitted an application to King Conservation District; and
WHEREAS, the City has been advised that it has been approved to receive a
grant from said program in the amount of Twenty Thousand and No/100s Dollars
($20,000.00); and
WHEREAS, acceptance of the grant will benefit the citizens of Auburn.
NOW, THEREFORE, THE CITY COUNCIL OF AUBURN, WASHINGTON,
HEREBY RESOLVES as follows:
Section 1. Acceptance of Grant and Authorization of Agreement. The City
Council hereby accepts the King Conservation District grant, in the amount of Twenty
Thousand and No/100s Dollars ($20,000.00), and authorizes the Mayor and City Clerk
to execute the Agreement with King Conservation District in substantial conformity with
the Agreement marked as Exhibit "A" attached hereto and incorporated herein by this
reference.
Section 2. Implementation. The Mayor is further authorized to implement
such administrative procedures as may be necessary to carry out the directions of this
legislation, including assuring that the grant fund appropriation is included in the
appropriate budget documents of the City.
Resolution No. 4927
March 27,2013
Page 1
Section 3. Effective Date. That this Resolution shall take effect and be in full
force upon passage and signatures hereon.
SIGNED and DATED this day of 2013.
CITY OF AUBURN
OJi(1
PET B LEWIS, MAYOR
ATTEST:
Danielle E. Daskam, City Clerk
APPR ED A O FORM:
D I B. Heid, City Attorney
Resolution No. 4927
March 27,2013
Page 2
AGREEMENT FOR AWARD
OF KING CONSERVATION DISTRICT MEMBER JURISDICTION GRANT
City of Auburn
This Agreement is made between the King Conservation District Number 9, a municipal
corporation in King County, Washington, located at 1107 SW Grady Way, Suite 130, Renton,
WA 98057 (referred to herein as "District"), and City of Auburn, a municipal corporation in
King County, Washington, located at 910 9th St SE, Auburn, WA 98002-6200 (referred to herein
as "Recipient"), for the purposes set forth herein.
SECTION 1. RECITALS
1.1 Whereas, the District is a special purpose district organized and existing under
authority of Chapter 89.08 RCW which engages in certain activities and programs to conserve
natural resources, including soil and water, which activities are declared to be of special benefit
to lands; and
1.2 Whereas, pursuant to RCW 89.08.400, King County has authorized and imposed a
system of assessments to finance the activities and programs of the District; and
1.3 Whereas, pursuant to RCW 89.08.220, RCW 89.08.341 and/or Chapter 39.34
RCW, the District is authorized to enter into agreements with municipal entities and agencies
(governmental or otherwise), or their designees, in order to carry out and facilitate the activities
and programs of the District to conserve natural resources; and
1.4 Whereas, the District has reviewed the grant application submitted by Recipient
and has determined that the application meets the requirements of Chapter 89.08 RCW and the
District's policies and procedures for awarding grants; and
1.5 Whereas, the District and Recipient desire to enter into this Agreement for the
purpose of establishing the terms and conditions relating to the District's award of a grant to
Recipient.
SECTION 2. AGREEMENT
2.1 The District agrees to award Recipient a grant in the total amount of Twenty
Thousand Dollars ($20,000.00) from 2012 Assessments. Grant funds shall be used by Recipient
solely for the performance of the work described in Exhibit A which is attached hereto and
incorporated herein by this reference. The District shall pay the grant funds to Recipient in
accordance with the District's policies and procedures, including but not limited to, the policies
and procedures contained in the Member Jurisdiction & WRIA Forum Grant Application
Instructions and Policies, provided that such funds have been collected and received by the
District.
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2.2 Recipient represents and warrants that it will only use the grant funds for the work
described in Exhibit A, which may be amended by the parties pursuant to Paragraph 3.3 of the
Agreement. Recipient shall be required to refund to the District that portion of any grant funds
which are used for unauthorized work. Further, Recipient agrees to return to the District any
grant funds that are not expended or remain after completion of the work covered by this
Agreement:
2.3 Recipient acknowledges and agrees that the grant funds may only be expended on
work which" shall be entirely within the District's jurisdictional boundaries. The following
municipal entities are not within the District's jurisdictional boundaries: Enumclaw, Federal
Way, Milton, Pacific, and Skykomish. Recipient shall be required to refund to the District that
portion of any grant funds which are used for work performed outside the District's jurisdictional
boundaries.
2.4 In the event the scope of work authorized by this Agreement includes the use of
grant funds to purchase houses located on real property within a flood hazard area, Recipient
acknowledges and agrees that grant funds may only be used for such purposes if the houses to be
purchased were constructed before floodplain mapping or sensitive areas regulations were in
place for that area. Recipient shall be required to refund to the District that portion of any grant
funds which are used for unauthorized purposes.
2.5 Recipient shall be'required to provide the District with biannual financial and
project progress reports, along with an annual summary report. Financial and project reports
shall be due June 30 and November 30 each year. The Recipient shall also be required to submit
to the District a final report which documents the Recipient's completion of the work in
conformance with this Agreement within thirty (30) days after the completion of the work. The
final report shall, among other things, summarize the project's successes and shall address the
regional benefits accomplished by the work. The final report shall also identify any obstacles or
challenges which were encountered during the work, along with general recommendations
regarding ways to avoid such obstacles or challenges in the future. If requested, Recipient agrees
to provide the District with additional financial or progress reports from time to time, at
reasonable intervals.
2.6 Recipient's expenditures of grant funds shall be separately identified in the
Recipient's accounting records. If requested, Recipient shall comply with other reasonable
requests made by the District with respect to the manner in which project expenditures are
tracked and accounted for in Recipient's accounting books and records. Recipient shall maintain
such records of expenditures as may be necessary to conform to generally accepted accounting
principals and to meet the requirements of all applicable state and federal laws.
2.7 Recipient shall be required to track project expenses using the Budget Accounting
and Reporting System for the State of Washington ("BARS").
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2.8 The District or its representative shall have the right from time to time, at
reasonable intervals, to audit the Recipient's books and records in order to verify compliance with
the terms of this Agreement. Recipient shall cooperate with the District in any such audit.
2.9 Recipient shall retain all accounting records and project files relating to this
Agreement in accordance with criteria established in the Revised Code of Washington and the
Washington State Archivist.
2.10 Recipient shall ensure that all work performed by Recipient or its employees,
agents, contractors or subcontractors is performed in a manner which protects and safeguards the
environment and natural resources and which is in compliance with local, state and federal laws
and regulations. Recipient shall implement an appropriate monitoring system or program to
ensure compliance with this provision.
2.11 Recipient agrees to indemnify, defend and hold harmless the District, its elected
or appointed officials, employees and agents, from all claims, alleged liability, damages, losses to
or death of person or damage to property allegedly resulting from the negligent or intentional acts
of the Recipient or any of its employees, agents, contractors or subcontractors in connection with
this Agreement.
2.12 Recipient,agrees to acknowledge the District as a source of funding for this
project on all literature; signage or press releases related to said project.
SECTION3..GENERAL PROVISIONS
3.1 This Agreement shall.-be binding upon and inure to the benefit of the parties
hereto and their respective successors and assigns.
3.2 This Agreement constitutes the entire agreement between the parties with respect
to the subject matter hereof. No prior or contemporaneous representation, inducement, promise
or agreement between or among the parties which relate to the subject matter hereof which are
not embodied in this Agreement shall be of any force or effect.
3.3 No amendment to this Agreement shall be binding on any of the parties to this
Agreement unless such amendment is in writing and is executed by the parties. The parties
contemplate that this Agreement may from time to time be modified by written amendment
which shall be executed by duly authorized representatives of the parties and attached to this
Agreement.
Page 3 of 4
3.4 Each party warrants and represents that such party has full and complete authority
to enter into this Agreement and each person executing this Agreement on behalf of a party
warrants and represents that he/she has been fully authorized to execute this Agreement on behalf
of such party and that such party is bound by the signature of such representative.
DISTRICT: RECIPIENT:
By By GUI
Name William Knutsen Name C'� �
Board Chair, King Conservation
District
Title Title
Date O 4- E,s� l''j Date �A l \\- 1
o\
Approved as to Form: Approved as to Form:
DISTRICT LEGAL COUNSEL: RECIPIE 'S TORNEY:
By By
, QQ
Name Yyld d� Name
Date 1-3 Date .47
Page 4 of 4
Exhibit A
Member Jurisdiction
& WRIA Forum Grant Program
Grant Application
King Conservation District
Project Title: Auburn International Farmers Market(AIFM)—Marketing and Promotion- 2013 Season
Applicant: City of Auburn,WA Contact: Joanne Macnab
Principal Partners(if any): Title: Auburn International Farmers Market
Manager
Address:
City of Auburn Parks,Arts&Recreation
Total Project Cost: $62,600 910—91'ST SE
WRIA Funding H Jurisdiction Funding a Auburn,WA 98002-6200
KCD Funding Requested: $20,000 Phone: 253 266-2726
Project Start Date: January 2013 Fax: 253 931-4005
Project End Date: December 2013 E-mail: jmacnab @aubumwa.gov
1. Project Description — provide a brief description of the project that summarizes
what you will do, how you will do it, and why you will do it. Consider the following in
the answer to this question: what pressing need will be addressed by the project or
what promising opportunity will be capitalized on? Who or what will benefit or be
positively and negatively affected?
The Auburn International Farmers Market(AIFM)was organized to provide a venue
where local farmers could supply local buyers with farm fresh produce and
opportunities to learn more about sustainable agriculture. The market is open on
Sundays from mid-June through the end of September and serves as a weekend
destination for Auburn's downtown core..The market is located on the Sound Transit
station plaza that serves both commuter rail and metro bus hub. The market began
its planning in 2007 and opened its 1St season in June 2009. To assist the market the
first year, a volunteer group was formed and a market manager was hired by the City
of Auburn, Parks Department to oversee market activities. Start-up supplies were
purchased and vendor recruitment and training commenced. The market established
a brand identity. It also invested in general advertising, including newspaper ads,
banners, a-frame signage, postcards, posters and other media to promote the
market to both customers and other vendors. The City of Auburn and the community
embraced this opportunity.to re-vitalize the city identity as a viable farming
community.
The 1st season (2009) of the Auburn International Farmers Market attracted 50
Washington farmers; 75% of them were full time farmers. The farm vendors provided
20,000 market shoppers an opportunity to learn where their food was produced,
thereby, attaining the Auburn International Farmers Market first year goals. The
market proved to be a valuable contribution to the downtown revitalization.
In the 2nd season (2010), the AIFM partnered with the Puget Sound Fresh
Organization, which is a program of the Cascade Harvest Coalition, to educate the
public on the variety of apples grown in Washington State. The market developed a
coalition of local agencies that brought about awareness of farming and included the
following: Women, Infant and Children (WIC); Auburn Food Bank;
Member Jurisdiction&WRIA Forum Grant Program,Application • December 20,2012 • Page 1 of 7
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Auburn Community Garden; Auburn School District(four local schools); City of
Auburn; Washington State University Extension; City of Auburn 4-H; Kiwanis;
Soroptimists; Optimists; Lions; Rotary; YMCA; King County Library; Readers to
Eaters and local churches.
In the 3rd season (2011), the AIFM expanded the focus to improve community
service and community outreach by providing complementary market booths to
service agencies/organizations including:
• The Valley Regional Fire Authority which serves the communities of Algona,
Auburn and Pacific
• The Susan G. Komen Foundation
• The Seattle Humane Society
• The Auburn, Algona-Pacific and Muckleshoot Libraries
In the 2011 season, the AIFM had 24 farmer/producer vendors. These are full time
farmers that are dependant on farmers markets to keep their businesses going and
do as much as 80% of their sales at a farmers market. The King County Agriculture
Program is researching the produce/product actually grown in King County through
market surveys. At the AIFM, the Counties of Douglas, Island, Pierce, Skagit and
Yakima made up 42% of those farmer/producer vendors, while 58%were from King
County.
As the result of a 2012 King Conservation District Grant of$20,000.00, the AIFM
expanded its marketing and promotion plan and reached a broad community of
market shoppers with paid advertisements, two separate postcard mailings to
customers surrounding the market, a sponsorship with the Auburn Reporter to run
consistent ads and a series of social media ads through Facebook.
This plan brought over 23,000 shoppers to the Market. The Market also expanded
the education and demonstration component. Celebrity gardening experts Ciscoe
Morris "Gardening with Ciscoe" and Marianne Binetti brought devoted followers to
the Market and their workshop/question and answer sessions were well received.
Furthermore, demonstrations were conducted that taught customers the importance
of healthy eating and the impact of local farms to the regional economy. The Market
also provided educational sessions which demonstrated ways to preserve the locally
grown foods for use throughout the year. This education and demonstration
component and expanded marketing and promotion plan resulted in a 20% increase
in attendance over the 3rd season (2011).
In 2013, the market is seeking funds to continue the highly successful marketing and
promotion plan with paid advertisements and mailings, marketing materials, social
media ads through Facebook and a continued relationship with the Auburn Reporter
to run consistent ads at a reduced rate. In addition, the market is seeking funds to
continue the education and demonstration component and uphold the partnerships
with the King County Department of Health, Washington State University Extension
Programs, Community Gardening and NW Chefs. Providing informational sessions
and demonstrations is essential for consumers to learn about the importance of
healthy eating, sustainability and the impact local farms have on the regional
economy.
Many partnerships have been formed since the inaugural year(2009)to assist in the
success of the Auburn International Farmers Market. Sound Transit, a regional rail
and bus authority, provides the location and site for the Market on an in-kind basis.
Member Jurisdiction&WRIA Forum Grant Program,Application • December 20,2012 • Page 2 of 7
The Cities of Algona and Pacific provide in-kind resources to assist with market
logistics and local service clubs, churches and area businesses have been
supportive by spreading the word about the market. In the past four seasons, the
AIFM farmers have donated over 15,000 pounds of food to the Auburn Food Bank.
The AIFM would also be pleased to have KCD at the AIFM as a part of this
grant. A booth would be made available for KCD each Sunday for the sixteen
week season, from June 9 through September 22, 2013. Please advise what
dates would work best for KCD.
2. Natural Resource Improvement Actions—describe how the project will address a
minimum of one of the natural resource improvement actions described on page 1 of
the application instructions. Consider the following in your answer to this question:
What natural resources will be improved? What are the known needs, gaps or
deficits that will be addressed? What are the known benefits to soil, water, air,
plants, fish and wildlife, landowners?
Local farmers consider their enterprise a primary livelihood. Typically, small local
family farmers (as opposed to "factory"farmers) are more invested in the land, more
concerned with conserving water, wasting less, reducing packaging, and depleting
less topsoil through proper crop rotation and management. Small family farms are
less likely to use large amounts of pesticides, hormones, or antibiotics, whose
residues impact our water supply and environment, i.e., pesticides in fish and
subsequently in humans. In addition, local sustainable farming conserves topsoil
mineral wealth to a much greater extent than "factory"farming.
Farmers from around the state depend on farmers markets to maintain business and
provide a return on their investment. This keeps local agriculture lands in production
and strengthens the local economy. According to research conducted by
Sustainable-Seattle, for every dollar spent at farmers markets, 62 cents is re-spent
locally! In the AIFM 2012 season, vendor gross sales increased by 14%.
As part of the education and demonstrations incorporated into the 2013 market
season, the AIFM will work with King County Health Department, Washington State
University Extension Programs, Washington State Farmers Market Association and
other agencies to raise awareness, improve knowledge and work to change
behavioral patterns through educational sessions and demonstrations. These
conditions will showcase that buying local farm fresh products helps improve the
economy, improves health and the state of our environment. In addition, the AIFM
will help educate and demonstrate that these purchasing practices can help reduce
energy and transportation costs while providing a needed market place for local
farmers.
Member Jurisdiction&WRIA Forum Grant Program,Application • December 20,2012 • Page 3 of 7
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3. Project Activities and Measurable Results —using the table below, list specific
project activities to be completed, the timetable for the activities, and the deliverables
associated with those activities. Consider the following in your answer to this
question: What actions, interventions, programs, services will be deployed?
Activity Description Deliverables Timeline
1. Beginning of season postcard . Create season-opening June 2013
mailing postcard
• Mail to carrier routes
surrounding market
announcing schedule of
events during the season
2. Advertising through Auburn . Create a series of weekly June 2013-
Reporter advertisements in the local September
newspaper that showcase 2013
market events,
demonstrations, and
educational sessions
throughout the season
• Promote the market weekly
to gain attendance and
shoppers
3. Mid-Season Postcard Mailing . Create mid-season August 2013
postcard mailing to inform
customers/potential
shoppers of on-going
opportunity to attend
market demonstrations,
and educational sessions
throughout the season
• Mail to carrier routes
surrounding market to
remind shopper of
remaining season and
events
4. Facebook Advertising • Create a series of June 2013-
Facebook ads that promote September
different market events and 2013
track social media
responses; market
attendance patterns; and
vendor revenue in relation
to ads run
5. Other paid advertising . Investigate other paid June 2013-
opportunities advertising opportunities September
that may help bring 2013
shoppers to the market
during the season
6. Education and Demonstration . Work with the King County June 2013-
Sessions Health Department, September
Washington State 2013
University Extension
Programs, Washington
Member Jurisdiction&WRIA Forum Grant Program,Application • December 20,2012 • Page 4 of 7
State Farmers Market
Association and others to
provide educational
sessions and
demonstrations to
showcase how buying local
helps improve the
economy, improves health,
improves the state of our
environment and improves
local farmers opportunity to
sell their products
• Farming Presentations
• Master Gardeners
• Monthly and Weekly
Themed Celebrations of
Farming
• Chef demonstrations
• Community Gardening
• Chef Presentation
• Health Department
4. Effectiveness (see page 2 of application instructions for definition)—describe how
the project will effectively implement the natural resource improvement measures
identified in question No. 2 above. Consider the following in your answer to this
question: Why is the primary applicant the best entity to deliver the proposed
program/service/intervention? What is the capacity of the primary applicant to deliver
the proposed program/service/intervention? What tools, services and partners will be
brought to bear?
Over the course of the four market seasons, the AIFM has established effective lines
of communication with farmers, other farmers markets. The Washington State
Farmers Market Association, Cascade Harvest Coalition, and will continue to build
our weekly shopper base.
In 2013, the AIFM plan is to continue increasing the market customer base via the
use of the KCD Grant request, thereby establishing a self-sustaining market for the
community, buyers and farmers. The increase of shoppers will stem from an
aggressive marketing and promotion plan (see Exhibit A); as well as a series of
educational sessions and demonstrations that serve to inform shoppers about the
benefits of buying local, farm fresh product, healthy eating, sustainability practices,
environmental awareness and providing a market for farmers to sell their agriculture
products.
5. Efficiency (see page 2 of application instructions for definition) —describe how the
project will efficiently implement the natural resource improvement measures
identified in question No. 2 above. Consider the following in your answer to this
question: How will the proposed program/service/intervention engage in conjunction
with related efforts?How does your strategy best leverage resources?
The AIFM is a member of the Washington State Farmers Market Association, whose
guidelines state that all farm-grown produce must be grown in Washington State.
Member Jurisdiction&WRIA Forum Grant Program,Application • December 20,2012 • Page 5 of 7
0
Farmers at the market sell quality, fresh produce and the market will ensure that
local farmers are selling fresh picked produce for the season. Vendors participating
in the market must comply with limited pesticide/chemical use; adherence to organic
growing if/when possible; and water table conservation/protection farming practices.
In working with the agencies and associations that will provide educational sessions
and demonstrations, the market will create an environment that is fun and inviting for
shoppers to learn about the importance of community farmers markets, healthy
eating, sustainability, supporting local farmers and improving the economy by
sustaining the agricultural opportunities for local Washington State farmers. The
sessions will be presented in an easy to understand, creative way that encourage
customers to learn more, ask questions, and change behaviors through educational
awareness.
6. Equity (see page 2 of application instructions for definition)—describe how the
project will equitably implement the natural resource improvement measures
identified in question No. 2 above. Consider the following in your answer to this
question: In what part of the District will the proposed program/service/intervention
occur? Who is the target audience and what demographic section of the community
will be affected?
The 2013 AIFM Marketing and Promotion Plan targets families, adults, seniors and
youth within the region with the goal of building public awareness about the AIFM
and attracting shoppers to the Market each week during market season.
Messaging and marketing the AIFM will be created to support farmers and local
agriculture; promote access to fresh, vitamin-rich produce; showcase access to
greater diversity of produce and flowers; work to revitalize and support the
community; promote the experience of a community-wide social event; promote a
unique shopping experience; and reflect how customers enjoy music, entertainment
and healthful demonstrations during the market season.
7. Evaluation of Intended Results —describe the evaluation mechanisms you will use
to track, document, and report that the project has achieved the intended results
described in questions 1- 3.
The AIFM will submit regular program reports to King Conservation District. The
Market will use the following metrics to evaluate the performance of the advertising
and education/demonstration elements as they relate to shoppers at the AIFM:
1. Market Surveys: ongoing surveys of consumers to identify how they heard about
the Market and what economic effect the Market had on downtown Auburn.
2. Number of customers attending the demonstration sessions.
3. Number of customers attending the market.
4. Number of vendors (farmers) supplying the Market.
5. Accounting of weekly vendor sales.
6. Number of non-profit and other complimentary stall spaces provided.
7. Number of pounds of food donated to local Food Bank
Member Jurisdiction&WRIA Forum Grant Program,Application • December 20,2012 • Page 6 of 7
8. Project Budget & Expenses
Budget Item KCD Funds Other Funds Other Total
(City of Potential
Auburn) Grants
Salaries and Benefits $33,000 $33,000
Travel/Meals/Miles a $400 $400
Office/Field Supplies $1,500 $1,500
Contracted/ $2,700 $1,000 $3,700
Professional Services
Marketinq $15,000 $3,000 $18,000
Education and $5,000 $1,000 $6,000
Demonstrations
$20,000 $41,600 $1,000 $62,600
TOTAL
A portion of the King Conservation Funding in 2013, an estimated $15,000, would be
used to pay for postcard mailings, paid advertising in various media publications, on-line
sources, and other marketing and promotional materials that promote the Auburn
International Farmers Market. The remaining $5,000 would be used for
contract/professional services to contract different demonstrations and educational
programs that help teach and educate the public. All expenses will outline the above
expenditure categories, provide a general description of the service provided, the date of
service, cost associated with service and the vendor. Using the City of Auburn financial
software, EDEN, we will be able to apply special coding to the KCD funded items
purchased/contracts that would be paid for from the grant and track those items
separately from the AIFM non-funded KCD budget items.
9. KCD Acknowledgement - Describe how the KCD will be acknowledged as a source
of funding for the proposed program/service/intervention (see Grant Program
Overview & Policies, General Grant Program Policies, #6).
KCD funding will continue to be acknowledged in the following ways:
1. Inclusion of the KCD logo or name on all Auburn International Farmers
Market paid advertisements; name or logo highlighted in other promotional
material.
2. Acknowledged during Opening Day Ceremony and at each week during the
market through signage.
3. Press releases to area media.
4. Auburn International Farmers Market website:
www.AuburnFarmersMarket.org
5. City of Auburn Government Access Channel 21.
6. Power point Presentations to area service clubs and other community groups.
-0= 4-11444 12/28/2012
Daryl Faber Date
Director, Parks Arts and Recreation
City of Auburn
Member Jurisdiction&WRIA Forum Grant Program,Application • December 20,2012 • Page 7 of 7
EXHIBIT A •
Mmhdbgud rm
Event Profile.
The Auburn International Farmers Market is a seasonal market offering fresh,local
produce,flowers,prepared foods and handcrafted items directly to the south King and
north Pierce county community.Launched in 2009,the Market hosts a wide range of
family and nutritional programs,including live entertainment,chef demonstrations,
master gardener consultations and youth activities.
Target Audience:Families,adults,seniors,and youth within the region. •
Promotion Goals:To build public awareness about the Auburn International Farmers
Market,to draw shoppers each week during market season.
Messaging: To support farmers and local agriculture;access to fresh,vitamin-rich
produce;access to greater diversity of produce and flowers;to help revitalize and support
the community;to experience a community-wide social event;to promote a unique
shopping experience;to enjoy music,entertainment and healthful demonstrations.
Attendance Goals:20,000+shoppers throughout the season.
Date and Time:Sundays,June 9-September 22, 10 a.m.-3 p.m.
Location:Auburn's Sound Transit Plaza,23 A Street SW in Downtown Auburn.
Transportation:Free parking for shoppers,served by Sound Transit and Metro Bus routes.
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Auburn International Farmers Market 2013 Marketing Plan
Paid Advertisement& Mailings:
2013 Special Events:
Research advertising opportunities in all mediums in consideration of impact
Sound to Auburn International Farmers Market and available budget.
Appreciation Auburn Reporter(Sound Publishing) Everything Auburn 2013 Resident
International Guide-Circulation 24,325 (25,000 Resident Guides printed).
Appreciation Senior Day Negotiate a sponsorship with Auburn Reporter to run ads at a reduced rate
Dog D to promote Auburn International Farmers Market each week in the Auburn
Reporter(Sound Publishing) during the season-Circulation 24,325.
Kids Day
Paid insert in Chamber Newsletter(June) -600 circulation.
Sister City Day Two separate postcards mailed to select carrier routes in South King
- Chili • • County(one prior to the season opening,and one at mid-season) -reach
. Vendor Appreciation Day 30,000+ individuals twice during the market season.
• Targeted Facebook advertising to South County residents- 16 week cam-
paign.
Education and
Website -www.auburnfarmersmarket.org:
• KC Health Department • Unique URL for Auburn Farmers Market(www.auburnfarmersmarket.org).
0 Washington State
University Extension- • Spotlight section of City of Auburn's website to feature market information.
• . Market information on special events section of City of Auburn's website.
• Market season featured on calendar section of City of Auburn's website.
• Washington State University Extension-
Small Farms Program Social Media:
Gardening Community • Auburn International Farmers Market Facebook and Twitter accounts.
related Talks to • • • Auburn Parks,Arts&Recreation E-Newsletter-over 11,000 subscribers
with Ciscoe Morris -monthly newsletter that includes messages about Auburn International
Farmers Market during the season.
Talks related to gardening
• City of Auburn Twitter& Facebook account- in tandem with market social
NW chefs to demons.trate 'J media sites to promote market further.
cookingwith locally-grown
products Banners &Signage:
bought at the market • Farmers Market information banners on Transit Center Garage,city-owned
fencelines in various neighborhoods,over Main Street and along the Auburn
Way Rail Bridge.
• Farmers Market A-Frame directional signage surrounding the market every
Performing Sunday to provide directions to the market.
music,exhibitions,chalk • Farmers Market 10x10 canopies to use at special events and during the
art,cultural performanc Market season to advertise Auburn International Farmers Market.
u -
sr
A-2
Auburn International Farmers Market 2013 Marketing Plan •
Promotional Options:
City of Auburn Parks,Arts&Recreation Guide&e-newsletter
• General information and advertisement included in Spring/Summer and 711-,�W�
Fall 2013 editions of recreation guide (38,000 households).
• Brief information about Farmers Market(May-September editions).deliv-
ered to 11,000 subscribers.
City Utility Bill Stuffers .
• Include information related to Auburn International Farmers Market(May,
June,July,August,September). '
Posters _
• Delivered to business locations around South King County.
Kids Mail
•
Create 1/2 page flyer and deliver to Auburn School District elementary s.
schools-8,000+students.
Bookmarks
• Featuring special events,special guests and general market information.
City Phone Message Recordings/Announcements
• Submit Market information for on-hold message (May-Sept.). Market Facts
Cable Channel 21
More :0%of those
• Government channel video during Farmers Market Season.
attending the Farmers
City of Auburn Mayor's weekly message
Market are.between the ages
• Market information included in update each week. of 30-70 j
Auburn Area Chamber of Commerce Newsletter
• Submit briefs for newsletter and e-newsletters. - The market hosts a variety
of special events throughout.
the season
Media Relations:
• General press releases or promote specific stories to media contacts relat-
ed to news about the Auburn International Farmers Market-as applicable of the Washington
(i.e.-vendor recruitment,volunteer recruitment,Opening Day,Special Farmers Market Association
events,awards,special guests/demonstrations,new vendors,etc.). and Puget Sound-Fresh/
• Create general fact sheet for any press inquires about Auburn International Cascade Harvest Coalition
Farmers Market.
• Investigate and submit information about Auburn International Farmers In 2011,the Market was
M
voted 12th in the Nation and
arket to specialty publications,websites and other sources that accept
free information. 2nd in the State as the Best
Market for it's size
Community Outreach:
• Service Clubs.
CITYOF
• Community events-have a booth at Kids Day,4th of July and Good 01' ;
Days to promote market-participate in parades as available.
• Fraternal Organizations. WASHINGTON
• Auburn Area Chamber of Commerce monthly lunch meetings.
• The Auburn Downtown Association.
Auburn
• Neighborhood Associations. 910 Ninth St. SE
• Cultural Roundtables. Auburn, 98002
• Churches. ..
• Local Businesses. www.AuburnFarmersMarket.org A-3