Tuesday farmers market accepting vendor applications

Whatever county health-order rules may be in place by the opening of the Tuesday farmers market in May, Sonoma’s market planning group is forging ahead and taking vendor applications now for the 2021 season.

Agricultural, package food and artisan vendors are invited to apply for the limited stall space until the current deadline of Feb. 19.

But it won’t be the Tuesday Night Market of memory, not for a while yet. As presented by the City of Sonoma in partnership with Sonoma Valley Chamber of Commerce, Sonoma's Tuesday Night Market (STNM), will open its 2021 season with a modified Tuesday Night Market located in front of Sonoma City Hall, from 3 to 6:30 p.m. on Tuesdays from May 4 into September.

The market had been held since 2001 at the Plaza on Tuesday evenings, with live music, tight-knit picnicking crowds and a festive atmosphere. But the coronavirus pandemic put the lid on the festivities last year before they even had a chance to heat up. A bare bones market ran for six weeks in the Sonoma Valley Veterans Memorial Building parking lot in May and June before returning to the Plaza for a much-scaled-down farmers market.

Last year’s hours were 2:30 to 5:30 p.m., and the change in time this year is hoped to attract people to the market during after-work hours.

The market is inviting agricultural, package food and artisan vendors to apply for a spot at the Tuesday Night Market by downloading an application from the city’s website at sonomacity.org/Sonoma-market. The application costs $45 to file, until the current deadline of Feb. 19. Late applications must pay a $30 addition fee for a total of $75.

STNM-Agricultural-Application-2021-rev1.pdf

“Our beloved Tuesday Night Market is still under modified conditions, with limited vendor categories, and earlier hours,” reads a statement in the application. “Any new changes and procedures are designed to ensure a fair, unbiased selection process, a safe and well-run market for patrons and vendors, and a welcoming event for our community, including our Plaza merchants and restaurants.”

The main focus of Sonoma’s Tuesday Night Market remains “making fresh, healthy, locally-grown produce from small-scale farmers available to our community,” according to SonomasTuesdayNightMarket.com. Details on vendor applications and evaluation include fresh and local food products, compostable packing, high-quality and affordable items; small-scale operation and compliance with all local, county and state rules.

But there are also applications available for a limited number of local artisan vendors, selling works hand-crafted by a local artist or offering a personal service provided directly to consumers at the market. Applications are also available for packaged-food vendors who use fresh, in-season, locally-sourced ingredients.

“There is some cautious optimism that we might see some parts of the health order relax in the coming months as more of our community members are able to receive their vaccinations,” said City of Sonoma Event Manager Lisa Janson. Until then, she said, “We will continue to implement masks required, physical distancing, no gathering and a directional market with a clear entrance and exit.”

Live music is still not planned, but when the Sonoma City Council passed the resolution authorizing the 2021 market season at its Dec. 14 meeting, it specifically authorized the city manager to “expand the market by adding entertainment and encouraging this cherished special event as public health guidelines allow in a cost-neutral manner.”

In February, the City will post an open position for a part-time, temporary market coordinator position. That position will handle the day-of logistics, including setting up, and monitoring of the market, said Janson, who credited last year’s market director Christopher Welch for suggesting the cost-savings part-time position rather than his former full-time role as market director.

The issue of cost-neutrality is a big one. The budget that the city council authorized in late 2019 for the 2020 Tuesday Night Market called for $204,200 in fees and sales to offset expense of $198,610, projecting a surplus of $6,146.

Nothing close to that came to pass, of course. Despite shaving expenses during the year by over $50,000, the income side of the equation – from product, wine and beer sales, sponsorship and application fees—largely evaporated, leaving the market with a loss of over $35,500.

As a result, the budget for the 2021 market has been cut drastically, with projected revenue for vendor and stall fees bringing in just over $13,000 with total predicted expenses of $16,100. Even with a budget adjustment of $5,000 from the General Fund Reserves, the program is comes up $3,055 in the red.

Application fees remain unchanged in 2021. The application costs $45 to file; deadline is Feb. 19. Late applications must pay an additional $30 fee for a total of $75.

Vendor stall rental fees will also remain unchanged from 2020 rates. Agricultural vendor stall fees will be tiered, based on the business location: Within Sonoma city limits $25 per 10-foot by 10-foot stall; within Sonoma Valley (south of Oakmont, north of Highway 37) $29; outside of Sonoma Valley but within Sonoma County $30; outside of Sonoma County $32.

Package food and artisan vendor stall fees are slightly higher, and also tiered by location of the business. All fees, rules and applications can be found at the Market website at SonomasTuesdayNightMarket.com.

Email Christian at christian.kallen@sonomanews.com.