HomeMy WebLinkAbout2007/11/06 Item 9
CITY COUNCIL
AGENDA STATEMENT
ITEM TITLE:
SUBMITTED BY:
REVIEWED BY:
NOVEMBER 6, 2007, Item.iL-
RESOLUTION OF THE CITY COUNCIL OF THE CITY
OF CHULA VISTA EXTENDING THE TEMPORARY
CLOSURE OF CENTER STREET AND A PORTION OF
CHURCH A VENUE FOR THE DOWNTOWN FARMERS
MARKET FROM 2:00 P.M. - 8:30 P.M. ON THURSDAY
AFTERNOONS FOR A TWO-YEAR PERIOD SUBJECT
TO CONDITIONS OF APPROVAL AND WAIVING THE
BUSINESS LICENSE FEE REQUIREMENT FOR
VENDORS PARTICIPATING IN THE DOWNTOWN
FARMERS MARKET
REDEVELOPMENT
CITY MANAGER
4/5THS VOTE: YES D NO ~
BACKGROUND
The Chula Vista Third Avenue Village Association (TA V A), formerly known as the Chula
Vista Downtown Business Association (DBA), has managed the downtown Farmers Market
on Thursday afternoons since 1991. The event is highly successful, providing a needed
service, enhancing the City's cultural activities and drawing more people to the downtown
Third Avenue area This resolution would provide a two year extension, allowing the
Farmers Market to continue in its current location until December 31,2009.
ENVIRONMENTAL REVIEW
The extension of the street closures creates no new significant impacts and therefore no
additional review of the project is required under CEQA.
RECOMMENDATION
Staff recommends that the City Council adopt the resolution:
1. Extending the temporary closure of Center Street and a portion of Church Avenue for
the downtown Farmers Market from 2:00 p.m. - 8:30 p.m. on Thursday afternoons
for a two-year period subject to conditions of approval; and
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November 6,2007, Iteml
Page 2 of2
2. Waiving the business license fee requirement for vendors participating in the
downtown Farmers Market.
BOARDS/COMMISSION RECOMMENDA nON
Not applicable.
DISCUSSION
Most recently, the City Council adopted Resolution No. 2005-406, on December 6, 2005,
extending the temporary closure of Center Street and a portion of Church A venue for the
downtown Farmers Market from 2:00 p.m. - 8:30 p.m. on Thursday afternoons for a two-
year period, subject to conditions of approval, and waiving the business license
requirement for vendors participating in the Farmers Market. The resolution extending
the Farmers Market for a two-year period is being brought forward because the current
street closure expires at year-end, 2007.
Since 1991, TA V A (formerly DBA) has renewed the request for a street closure and
business license fee waiver. The dOWntown Farmers Market is an important feature in
the revitalization of western Chula Vista. Not only does it draw new people to Chula
Vista's downtown, it also provides a sense of liveliness on the street, key to the
momentum of other revitalization efforts. TA V A has reported that the Farmers Market
brings approximately 1,000 - 3,000 visitors to the downtown Third Avenue Village
district each week and that Thursdays tend to be one of the best days of the week in terms
of sales for surrounding businesses. The Farmers Market operates approximately 50
weeks out of the year.
DECISION MAKER CONFLICT
Staffhas reviewed the property holdings of the City Council and has found no property
holdings within 500 feet of the boundaries of the property which is the subject of this
action.
FISCAL IMPACT
Based upon current average usage, the estimated loss of parking meter revenue for the
two-year period of the street closure is $3,000. Estimated loss of business license fee
revenue for the two-year period is $3,100.
ATTACHMENTS
1 - Locator Map
Prepared by: Lynette Jones, Sr. Community Development Specialist, Community
Development Department
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Attachment 1
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EXIllBlT A
November 6, 2007
Downtown Farmers Market
Center street and a portion of Church Avenue
CONDITIONS OF APPROVAL
1. The subject street closure shall be permitted through December 31, 2009, unless
sooner revoked (in sole discretion of the City Council) to accommodate the downtown Farmers
Market. At the end of that time, the Farmers Market shall be evaluated by the Community
Development Department and a recommendation made to the City Council. The City Council, at
that time, may consider a further extension.
2. All Vendors or activities to take place within the closed street right-of-way, other
than those approved herein may be approved by the Community Development Director prior to
their participation on the Farmers Market.
ADDroved Vendors and Activities
1) Certified Farmers Market!
2) Arts and Crafts hand made by the seller
3) Promotional activities that enhance the market but do not detract from
the Downtown business environment to create significant noise,
congestion, or safety hazards.
4 Third Avenue Village Association (TA V A)merchants and businesses
in good standing may sell or demonstrate merchandise and services
that are currently sold within their Downtown premises.
3. The T A V A shall provide, set up and remove all signs, barricades, temporary
traffic control devices related to the Farmers Market and street closure in a timely manner (set-up
shall begin no earlier than 2:00 p.m. and removal completed no later than 8:30 p.m.). All traffic
control devices, signs, and barricades shall be placed in accordance with the sign placement plan
approved by the City Traffic Engineer and shall conform to the State of California traffic control
requirements.
4. The T A V A will be responsible for the coordination and implementation of all
activities and regulations related to the street closure and Farmers Market, the appropriate City of
Chula Vista departments and staff, and any applicable County, State or Federal requirements.
1 A certified Farmers Market is a location approved by the County Agricultural Commissioner, where certified
farmers offer for sale only those items they grow themselves. Only the immediate family and salaried
employees of a certified producer may act for and sell the products of that producer. Items include fresh and
dried fruits and herbs, vegetables, nuts, honey, eggs, houseplants and cut flowers, jerky, fresh fish, olives and
baked goods.
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ATTACHMENT 1
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COUNCIL RESOLUTION NO.
RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CHULA VISTA
EXTENDING THE TEMPORARY CLOSURE OF _ CENTER STRE~T AND A
PORTION OF CHURCH AVENUE FOR THE DOWNTOWN FARMERS MARKET
FROM 2:00 P.M. - 8:30 P.M. ON THURSDAY AFTERNOONS FOR A TWO-YEAR
PERIOD SUBJECT TO CONDITIONS OF APPROVAL AND WAIVING THE
BUSINESS LICENSE FEE REQUIREMENT FOR VENDORS PARTICIPATING IN
THE DOWNTOWN FARMERS MARKET
WHEREAS, the City Council of the City of Chula Vista established a Business Improvement
Area on November 16,1971, which created the Downtown Business Association; and
WHEREAS, a new Property and Business Improvement District was formed by a vote of
property owners on July 10, 2001; and
WHEREAS, on October 3, 1995, the City Council approved Resolution 18052 adopting
Negative Declaration IS-95-30 and approving the closure of a portion of Center Street on Thursday
afternoons between March 1996 and October 1996 for a Farmers Market; and
WHEREAS, on October 15, 1996, the City Council approved Resolution 18710 to expand the
temporary closure of Center Street and add a portion of Church Avenue to accommodate the Farmers
Market on Thursday afternoons subject to conditions; and
WHEREAS, on November 14, 2000, and December 10, 2002, the City Council approved
Resolution 2000-411 and 2002-496, respectively, extending the temporary closure of Center Street and a
portion of Church A venue; and
WHEREAS, the extension of the street closures creates no new significant impacts and therefore
no additional review of the project is required under CEQA; and
WHEREAS, pursuant to Municipal Code Section 5.04.085 the Third Avenue Village Association
has also requested a waiver of the Business License Fees for vendors taking part in the Farmers Market;
and
WHEREAS, the Third Avenue Village Association insures its downtown events, including the
Farmers Market for $1 million in liability and names the City of Chula Vista as an additionally insured;
and
WHEREAS, the Farmers Market special event will further the redevelopment effort within the
Town Centre I Redevelopment Project Areas.
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NOW, THEREFORE, BE IT RESOLVED the City Council of the City of Chula Vista extends
the temporary closure of Center Street and a portion of Church Avenue for the Downtown Farmers
Market from 2:00 p.m. - 8:30 p.m. on Thursday afternoons through December 31, 2009, subject to
conditions attached hereto as Exhibit A, and authorizes the waiver of the business license fee
requirement for vendors participating in the Farmers Market.
Presented by
Ann Hix
Acting Community Development Director
J:\COMMDEV\RESOS\2007\11-06-07\Farmers Market.doc
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EXHIBIT A
November 6, 2007
_ Downtown Farmers Market
Center Street and a portion of Church Avenue
CONDITIONS OF APPROVAL
1. The subject street closure shall be permitted through December 31, 2009, unless
sooner revoked (in sole discretion of the City Council) to acco=odate the downtown Farmers
Market. At the end of that time, the Farmers Market shall be evaluated by the Co=unity
Development Department and a reco=endation made to the City Council. The City Council, at
that time, may consider a further extension.
2. All Vendors or activities to take place within the closed street right-of-way, other
than those approved herein may be approved by the Co=unity Development Director prior to
their participation on the Farmers Market.
ADD roved Vendors and Activities
1) Certified Farmers Marketl
2) Arts and Crafts hand made by the seller
3) Promotional activities that enhance the market but do not detract from
the Downtown business environment to create significant noise,
congestion, or safety hazards.
4 Third Avenue Village Association (TA V A)merchants and businesses
in good standing may sell or demonstrate merchandise and services
that are currently sold within their Downtown premises.
3. The T A V A shall provide, set up and remove all signs, barricades, temporary
traffic control devices related to the Farmers Market and street closure in a timely manner (set-up
shall begin no earlier than 2:00 p.m. and removal completed no later than 8:30 p.m.). All traffic
control devices, signs, and barricades shall be placed in accordance with the sign placement plan
approved by the City Traffic Engineer and shall conform to the State of California traffic control
requirements.
4. The TA V A will be responsible for the coordination and implementation of all
activities and regulations related to the street closure and Farmers Market, the appropriate City of
Chula Vista departments and staff, and any applicable County, State or Federal requirements.
1 A certified Farmers Market is a location approved by the County Agricultural Commissioner, where certified
farmers offer for sale only those items they grow themselves. Only the immediate family and salaried
employees of a certified producer may act for and sell the products of that producer. Items include fresh and
dried fruits and herbs, vegetables, nuts, honey, eggs, houseplants and cut flowers, jerky, fresh fish, olives and
baked goods_
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