Sonoma’s Tuesday Night Farmers Market accepting vendor applications

After coming up $16,000 short in 2022, the market is increasing fees in 2023.|

After losing $16,701 in 2022, Tuesday Night Market managers have increased vendor fees and expanded sponsorship opportunities this year. Applications for 2023 are open now, and expected to fill up quickly.

Presented by the city of Sonoma and the Sonoma Valley Chamber of Commerce, the popular Tuesday Night Market takes place every week in the Plaza from May 2 through Sept. 26.

One of the chamber’s main goal’s is to keep a local focus around the market—especially when it comes to the vendors.

“I think the main thing that we’re doing is to just make it more community vendors,” Mark Bodenhamer, CEO of the chamber, said.

Rising inflation has made the market more expensive to run, and so the stall fees for vendors will increase this year. Because the total weekly fees are between $30 and $400 depending on type of vendor, the average increase is about $5 to $15.

In the Jan. 14 city council meeting, staff presented a report that recommended vendor fees be raised across the board, up to 15%. The 2022 Tuesday Night Market made $76,922 according to the budget report, but ended up in the red with $93,623 in expenses. Inclement weather, including rain in May and a heatwave in September, negatively affected revenue, according to the report.

“In 2023, all vendor stall fees will need to increase in order for the market to cover some of the increased cost associated with event insurance, trash sorting, liter pick up and bathroom cleaning,” the staff report states.

According to the report, beer and wine vendors will be allowed to continue to sell at the market, but will be among the group facing a stall fee increase to $250-$350 a market, or 20% of gross revenue —whichever is higher. In 2023, the city is predicting a net revenue of $4,250 for the Tuesday Night Market, keeping the budget in the black.

The county has implemented additional public safety standards that require more space between prepared food vendors using cooking devices and other vendors, which impacts stall space inventory, adding to the potential cost.

Food truck vendors will now operate under a separate designation and be charged at a higher rate than other food vendors. Vendors from within the city limits will receive the lowest stall fees across all categories.

“We want to try as hard as we can to not increase costs for farmers,” Bodenhamer said, noting that their profits are already razor thin.

But it’s not just farmers that struggle to make a profit from the market.

Penny Byrd, known by many as Popo the Clown, has been a longtime face painter and vendor at the market, bringing joy to generations of Sonoma families.

“I’ve been at that farmers market for almost 20 years,” Byrd said. “The reason why I love it, I get to see a lot of people to see the kids of the kids of the kids.”

She has already submitted her vendor application for the 2023 season, and is thankful the market allows her to work locally, something that often feels like a luxury.

“I think it’s wonderful, especially for us gig workers, who rely on these festivals and markers markets to make a living,” Byrd said. “To be able to work a couple of miles from where you live is a godsend.”

She remembers traveling to American Canyon, Windsor, San Rafael and Fairfield in past years, seeking somewhere to paint faces. Though her cost of travel is down when she stays local, the rising costs of the Tuesday Night Market, including fees, insurance and supplies, add up for a small vendor like Byrd, making it hard to turn a profit.

“For us to be able to work in this town is expensive,” Byrd said. “Working in Sonoma is the best of all worlds, but it comes at a price.”

The market is also seeking $11,000 in business sponsorships, up from $9,800 in 2022, which included four music sponsors, the Zucchini Races sponsored by Sonoma Raceway, and Sonoma Harvest supporting a 100% EBT match program.

The city urges vendors to get their applications in soon, as space is limited and fills up quickly. Applications for vendors and sponsors can be found on the city’s website at cityofsonoma.org or at sonomastuesdaynightmarket.com.

The market was previously run by the nonprofit Valley of the Moon Certified Farmer’s Market board, but the chamber and city took over on Dec. 16, 2019.

Contact the reporter Rebecca Wolff at rebecca.wolff@sonomanews.com.

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