Pike Place Market Preservation & Development Authority (PDA) · info@pikeplacemarket.org · pikeplacemarket.org P: 206.682.7453 · F: 206.625.0646 · 85 Pike Street, Room 500 · Seattle, WA 98101

Date: Tuesday, November 6, 2018 Time: 4:00 p.m. – 6:00 p.m. Location: Economy Building Classroom, 1433 First Avenue (3rd Floor) Committee Members: Betty Halfon (Chair), Patrice Barrentine (Vice-Chair), David Ghoddousi, Colleen

Bowman, Paul Neal, Mark Brady and Ali Mowry

4:00pm I. Administrative A. Approval of Agenda B. Approval of the Market Programs Committee Meeting

Minutes for October 9, 2018

Chair

4:05pm II. Announcements and/or Community Comments Chair

4:10pm III. Programs and Marketing Report Amy Wallsmith

4:40pm IV. Reports and Discussion Items A. Holiday Creative B. Holiday Gift Guide C. Magic in the Market and Holiday Programming D. PDA Viaduct Traffic Plan

Amy Wallsmith Amy Wallsmith Amy Wallsmith Mary Bacarella

5:50pm V. Public Comment Chair

5:55pm VI. Concerns of Committee Members

6:00pm VII. Adjournment Chair

Market Programs Committee Meeting Agenda

Pike Place Market Preservation & Development Authority (PDA) · info@pikeplacemarket.org · pikeplacemarket.org P: 206.682.7453 · F: 206.625.0646 · 85 Pike Street, Room 500 · Seattle, WA 98101

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Wednesday, October 09th, 2018 4:00 p.m. to 6:00 p.m. Classroom Committee Members Present: Patrice Barrentine, David Ghoddousi, Colleen Bowman, Mark Brady, Ali Mowry, Paul Neal Other Council Members Present: Staff/ Consultants Present: Mary Bacarella, Karin Moughamer, Amy Wallsmith, Kalyn Kinomoto, Zack Cook, John Turnbull Others Present: Howard Aller, Fiona Whitworth The meeting was called to order at 4:01 pm by Patrice Barrentine, Vice Chair. I. Administration

A. Approval of the Agenda The agenda was approved by acclamation.

B. Approval of the Market Programs Committee September 12th, 2018 Minutes

The September 12th, 2018 meeting minutes were approved by acclamation.

II. Announcements and Community Comments John Turnbull introduced Fiona Whitworth. Fiona worked on the expansion of the Queen Victoria Market in Melbourne, Australia. She is currently studying managing and operations of Markets around the world.

III. Programs and Marketing Report

Amy Wallsmith began by noting the October Market Insider is out and now has content on both sides of the page. Registration for the free small business workshops have opened and the numbers range from 13-18 registrants so far. The capacity is 30 and there will be a waitlist if we hit that number. Submissions for the Holiday Gift Guide have closed and there are 83 submissions, compared to 67 last year. The Marketing team is gathering all the items for the photo shoot and preparing the descriptions with a launch date of November 1. Amy Wallsmith continued by noting upcoming October events, including the inaugural Zombie Crawl on Friday October 26th. Ten restaurants (Shugs, El Boracho, Red Cedar and Sage, Rachel’s Ginger Beer, Old Stover Brewing, Tap Room, Maximilien, Il Bistro, Indi Chocolate and Alibi Room) are involved and offering Halloween and zombie themed food and drinks. A map will be created for the event. There will be social and PR promotions to spread the word. Saturday, October 27th is Costumes on the Cobblestones, 11 am – 4 pm. It will include trick-or-treating from 1-3

Market Programs Committee Meeting Minutes

pm. There will be free parking in the garage, up to four hours, sponsored by DSA. 17 businesses have signed on to participate in the trick-or-treating and there will be cider tasting, zucchini racing, and other events. This event will be advertised via Facebook, the website, and via PR. The Market received an invitation to participate in an initiative to reach out to downtown residents. The new Insignia Towers condos on Sixth Avenue reached out to put together a “Welcome to Pike Place Market” packet. Amy reached out to several tenants to see if they could offer a special incentive for these residents. This will be part of a bigger program that will be developed in 2019, but so far there are, eight businesses. Lastly, the November committee meeting will include a summer/spring marketing recap. David Ghoddousi asked where the businesses participating in the trick-or-treating are located. Amy Wallsmith responded they are spread out across the Market. Ali Mowry asked if there was another way to ask businesses to participate in the trick-or-treating. Amy Wallsmith responded she and a staff member handed out fliers to all the commercial tenants in the Market two Friday’s ago and have followed up with email reminders. Ali Mowry asked how the Market businesses were selected with regards to the Insignia Tower program. Amy Wallsmith responded since it required a quick turnaround Amy worked with the Commercial team to identify businesses best suited for that timeframe. The goal is to drive residents down to the Market to explore further. Colleen Bowman asked if the letter going to Insignia could be shared with the Committee. Patrice Barrentine asked if the list Amy just shared could be shared with the Committee. She also commented that this is a great list of projects, especially given Amy’s just been here for several months. Colleen Bowman asked what time the small business classes are being offered. Amy Wallsmith responded the first three classes are offered from 8:30-11 am and the last class from 6-8:30 pm. Colleen and Patrice asked if councilmembers can stop by. Amy Wallsmith responded yes, but asked that councilmembers email in advance.

IV. Reports & Discussion Items A. Molly Moon’s Pike Place Market Sweet Honey Corncake Ice Cream Tasting

Kalyn Kinomoto shared the first of potentially four Pike Place Market flavors created by Molly Moon’s, Sweet Honey Corncake, which launched October 1st and will run 4-6 weeks. Corn was provided by Alvarez Farm and the honey from Sunny Honey. Paul Neal asked Kalyn to provide some background to this arrangement. Kalyn Kinomoto responded the agreement includes a 6% quarterly royalties, for one year with an option for another year. They have to use 75% of add-ins from the Market. Molly Moon’s works directly with the vendors and the PDA receives the royalties. The flavors can be sold at the eight Molly Moon’s locations and wholesale.

Mark Brady asked if Molly Moon’s is the company doing vending machines. Kalyn Kinomoto responded yes, and if they choose to they can put the Pike Place Market flavor in the vending machines. Colleen Bowman asked if there is anywhere in the Market where this flavor can be sold. Kalyn Kinomoto responded no. Paul Neal commented that he is interested in understanding how this partnership works in branding Pike Place outside the Market and how that can help set policy in the future. Amy Wallsmith added that she sees this partnership as a great advertising tool. Ali Mowry asked if Alvarez Farm and Sunny Honey could work with Molly Moon in the future without the Market being involved. Kalyn Kinomoto responded yes. The reason why the Market is receiving royalties is due to the use of the name Pike Place Market. Kalyn reviewed how Market vendors were selected to participate with Molly Moon’s. David Ghoddousi asked what the terms of the agreement are. Kalyn Kinomoto responded one year with an optional one year renewal. Ali Mowry asked if Molly Moon can sell this ice cream flavor past the one year agreement. Kalyn Kinomoto responded if they remove the name “Pike Place Market,” yes, they can sell this flavor in the future. Ali Mowry asked if any feedback has been provided by Alvarez Farms and Sunny Honey. Kalyn Kinomoto responded Sunny Honey is very excited and she hasn’t heard from Alvarez yet. Sunny Honey has done several social media posts about the partnership. Ali asked if the committee could hear from Alvarez regarding this partnership.

B. Farm Program Summer Recap Zack Cook began by passing around this week’s Pike Box Fresh Sheet and an example of the Pike Box for councilmembers to see. Zack Cook began with stating the mission of the farm program which is to preserve, protect and support local farms. Zack Cook reviewed the chart showing the number of farm permits and attendance days from 2004-2018. There are currently 96 vendors in the system right now. Paul Neal asked if the CSA program or the addition of two new remote markets in 2016 had an effect on attendance. Zack Cook responded it’s probably the result of adding more farmers due to the new offsite markets. The CSA program was small at that time. Zack Cook continued by reviewing the total sales from remote markets, as of last week.

Total sales, to date: $894,242 (13.4%)

Four Locations o City Hall: $233,928 (13%) o Regrade: $134,988 (30%) o SLU: $413,164 (4.6%)

o First Hill: $112,121 (35.8%)

41 farmers and artisans (across four markets, with some duplication) Ali Mowry David Ghoddousi asked if these farmers have to sell at Pike Place Market. Zack Cook responded no, farmers can sell at the remote Markets and after that relationship is built, try to get them to sell at Pike Place. Zack Cook reviewed remote market sales by year, from 2009-2016. Over those years eight remote markets have been started but there are currently four operating. In 2009 there were two markets and just under $200,000 in revenue. IN 2018 there are four markets with just under $900,000 in revenue. David Ghoddousi asked if there are ways to improve the program in 2019. Zack Cook responded parking for vendors, especially box trucks, at the remote Markets would be helpful. Zack will work with SDOT and the City to try to find parking. Colleen Bowman asked what Zack’s comfort level is with the four remote markets. Zack Cook responded he currently feels the remote markets are at a good spot and any extra time is being spent growing the CSA program. Colleen Bowman mentioned a presentation by the Convention Center where they were interested in bringing a little Pike Place to the new convention center. Colleen encouraged Zack to think about that and Zack noted the First Hill remote market is at the top of Freeway Park. Patrice Barrentine asked Zack to review the local farmer’s market organizations. Zack Cook responded there are four different farmers’ markets organizations in Seattle. The Neighborhood Farmers Market Alliance runs seven markets, the Pike Place Market operates the downtown markets, the organization that operates the Ballard farmers market has three markets and Queen Anne is operated independently. There is a cooperative agreement with the four organizations to work together to help farmers and the group engages in joint marketing. Zack Cook continued by discussing the average farmer sales for each of the remote markets. Farmers report that minimum sales need to be $700 to make it worth their time. All four remote markets were above $700, with City Hall reaching nearly $1,400 on average and $1,200 average at South Lake Union. Paul Neal asked why there are variations among the various markets. Zack Cook responded variables such as weather can affect sales. Rapid Market Assessments were conducted for each of the Markets. At the Regrade most people traveled less than 3 blocks to get to the market, people come for the atmosphere, visit 1-3 times per month and on average spend $11-20. At South Lake Union people travel less than 3 blocks away, people come for the atmosphere, prepared foods, fruit and flowers, on average come once a week and spend $11-20 on average. At First Hill again people travel less than three blocks, they visit to buy fruit and prepared foods and spend $11-20.

At the Denny Market the average is 3,200 customers a day, South Lake Union sees 8,000 customers a day and at First Hill that number is 1,100. Colleen Bowman wondered if remote markets could benefit from targeted marketing, geo fencing, in the future. Zack Cook reviewed the 2018 totals for the Pike Box, as of October 5th. So far:

3,248 boxes delivered

$71,322 paid to farmers

930 included a 50% subsidy, funded by Fresh Bucks through the sweetened beverage tax (SBT)

Partial supported by a 2-year $55,000 specialty block crop grant, which ends in 2018. The programs is on track to make all the goals of the grant.

258 subscribers (175 in 2017)

20 weeks Ali Mowry asked how many people don’t pick up their box. Zack Cook responded that number varies but any food not picked up is donated to the Food Bank. David Ghoddousi commented this is a great success in reaching these goals. Fresh Bucks to Go

SBT funded pilot program to deliver a box every other week throughout the whole year to SPS preschools

140 boxes

Currently working on the agreement for 2019. Paul Neal asked if there is any cross-over with these schools and the schools that participate in the education program. Zack Cook responded there are some similar schools but there is not program linking the two. Mark Brady asked if the $55,000 grant ending in 2018 will be replaced with additional funding. Zack Cook responded these were funds to jumpstart the program and some of those funds went to software. The goal is to have a self-sufficient program and that the new CSA preschool subscription is a way to help fund the farm program. Patrice Barrentine commented that with regards to the preschool program, Pike Place Market is the only participant sourcing local produce. The other organizations are sourcing produce through wholesalers. Patrice added that the boxes delivered to King County gets positive feedback, including that it’s affordable. Zack Cook reviewed the chart showing the budget for the Pike Box program from 2014-2018. Revenue has grown over the years from a loss of $165 to a net of $11,500. The amount paid to farmers has also grown from $14,000 in 2014 to $71,000 in 2018. Patrice Barrentine commented that she would like to see the Pike Box program be mindful of other farms offering CSA programs as the Pike Place Market has additional revenue sources to

off-set costs. Individual farms don’t necessarily have that option. She doesn’t want to see Pike Place undervaluing labor, which other farmers have to be aware of. Where Pike Place has a unique place is it’s availability to offer boxes to low income people. Ali Mowry asked if farmers that participate in the CSA program pay a percent rent to the PDA. Zack Cook responded no, they fall under the Daystall Rules and Regulations and farmers that participate in the offsite markets are charged a flat rate. Ali Mowry asked where the revenue goes from the Pike Box program. Zack Cook responded it goes to support staff, taxes, etc. Patrice Barrentine asked for a breakdown of costs. Zack Cook provided information on where the boxes go, which include:

King County, weekly average 73

MF Plaza, 128

PDA boxes, 40

Food Access, 27

Fresh Bucks to Go, 98

Volunteer, 3 Ali Mowry commented that she would think more people would add-on items. Zack Cook responded one reason may be that the website is not user friendly and he is working with Amy to see how they can improve that for next year. Patrice Barrentine asked anecdotally what the most popular add-on items are. Zack Cook responded eggs, bread, and honey. Flowers are not as popular. Zack Cook continued by sharing the Meet Your Farmer events held on Wednesday nights during the CSA box pick-up. Over the summer 12 farms participated, CSA customer appreciation add-on for a free item, Food Bank outreach and produce sampling. David Ghoddousi asked if there is enough storage for the CSA if they want to grow the program. Zack Cook responded they seems to be able to store all the food in the new coolers in the MarketFront garage.

Colleen Bowman noted it would be great to see chef demonstrations taking market produce and create amazing food.

Zack Cook shared the work Leigh Newman-Bell has been doing in farm development, including:

$57,724 secured in grant funding for farmers

28 individual requests for technical assistance met

24 meetings representing PPM and PPM farmers

10 farm visits

5 safety net requests

Food Access over the summer included:

Farmers Markets o $2,822 EBT (redeemed, up from 2017) o $15,638 in Fresh Bucks (double 2017) o $5,050 WIC/Senior Match o 4,000 lbs produce gleaned

Market Highstalls (winter program) o $23,302 bonus cards

Market Commons o 27 cooking classes o Fresh Bucks and Bonus Card transactions o Sliding scale for CSA

Over the summer the MarketFront plaza pilot programming included:

2-4 vendors every Friday, Saturday and Sunday

$99,426 in sales

$8,375 in revenue Paul Neal asked if there were goals set for the MarketFront Plaza. Zack Cook responded this was a pilot program with no expectations. John Turnbull responded earlier in the year this program was going to take place in the north pavilion with a goal of earning $15,000 in revenue. No programming took place in the north pavilion with food vendors and it moved to the Plaza. Colleen Bowman would like to see all the data together on one table/template.

V. Public Comment Howard Aller commented that the Pike Place Market is no longer just a farmers market and it’s important to have a variety of ways to bring people down here. The exception to that statement is the farm program, and the way they are able to connect farmers to clients, which is very important. He commends Zack and his team for the work they are doing.

VI. Concerns of Committee Members Mark Brady asked if it’s possible to get wifi for the Market. Mary Bacarella responded she is working on researching that option. Ali Mowry noted there is no cell phone service in the downunder so maybe that is a place to start with free wifi. Colleen Bowman thanked Fiona for attending the meeting and asked if the issues facing the Market mirror her experiences. Fiona Whitworth responded the way the Pike Place Market responds to issues is different than what she has seen in other places. The positivity and compliments is something she hasn’t experienced in other forums. She realized it can be quite hard to zoom from the big picture to the detailed elements in order to run the organization. Staying local and competition are themes she’s seen at other markets. Fiona shared information about the Queen Victoria Night Market, which sees over 40,000 people during the evening and involves 200 individual food businesses.

VII. Adjournment The meeting was adjourned at 5:44 p.m. by Patrice Barrentine, Vice Chair Meeting minutes submitted by: Karin Moughamer, Executive Administrator

Holiday Overview 2018

Major Initiatives

• Magic in the Market

• Online Gift Guide

• Advertising Campaign

• PR campaign

Magic in the Market – 11am – 6:00pm 11 am - 5 pm Santa (Market Clock) Meet and take free photos with Santa

12 pm - 3 pm Free Cookie Decorating (Atrium Kitchen) Families with kids 12 and under

1 pm – 5:30 pm Entertainment Lineup

• 1:00-2:00 pm S.T.R.U.M. (Economy Building - Atrium)

• 2:30-3:00 pm Green River Choir (MarketFront Plaza - Wood Deck)

• 3:00-4:00 pm S.T.R.U.M. (Market Clock - Stage)

• 4:30-5:30 pm Sundae + Mr. Goessl (Market Clock - Stage)

5:00 pm Tree Lighting

Santa leads a countdown to the lighting of the 20-foot holiday tree and lights throughout the Market

All Day

• Purchase fresh cider, hot cocoa and other beverages from farmers and merchants on Pike Place while you shop the Market for seasonal foods and

locally made gifts.

• MarketSpice, Indi Chocolate, Martin Family Orchards, Silver Springs Creamery

• Market Elves

• Pigs and reindeers

• Pick out the perfect holiday tree from Growing Washington and wreaths from local farmers on Pike Place

• Other opportunities

Pavilion Events

11am – 6 pm Stockings and Stuffers: Purchase handmade stockings and small gifts

Demonstrations: Artist David Harris, live woodturning

Greg Anderson Mural and 6 creatures (3 new)

Lower Levels

11am – 5 pm Sasquatch photo op

Giveaways

Online Gift Guide - PikePlaceMarket.org/GiftGuide

Changes for 2018:

Landing Page / General

• Change copy to: ‘TIS THE SEASON TO BE OFFLINE! SELECT A CATEGORY TO CREATE

YOUR CUSTOM HOLIDAY SHOPPING MAP.

• Rearrange categories in menu + footer to match

• Change “My List” to “My List & Map” and add feature to show how many items are on the list

• Display list of items below the map.

• Responsive design: prioritize fitting the entire “city-scape” into the browser window.

• Add search field in footer

Mobile-specific Edits

• Move tag/logo to upper left

• Change header image to just “Offline Gift Guide” (remove Pike Place Market) and move to upper

right, below the hamburger menu

• Change “Holiday Parking” banner design to be shorter and taller, with “Holiday” stacked on top

of “Parking” so the text is larger and easier to read

• Above or on Map, add graphics to show “Rotate phone for larger view” and “Pinch to zoom”

• Check for bug: When using the “Email My List” feature, it seems like the list items aren’t showing

up on mobile

Online Gift Guide - PikePlaceMarket.org/GiftGuide

Map Page

• Responsive design: Allow Map to get larger as the browser width increases.

• Next to EMAIL MY LIST! Button, add CLEAR LIST and CREATE NEW LIST buttons

Add “View All” Category

• Add “View All” to menu + footer as the last option

• Add filter dropdown: “Filter by Price”

Under $25

$25-50

$50-$150

$150 and up

Advertising Campaign

• Outdoor

Light Rail Takeover – Creative

Wild wrap trains (4 trains), interior brand trains (4).

4 weeks

• Print

Seattle Times Annual Gift Guide, front page strip ad

• Digital Campaign

Gift Guide Items combined with PR Campaign

Magic in the Market – Social Media Advertising

Email Marketing Strategies

• Radio

Evaluating potential partnerships with Magic in the Market and first two

weeks of Dec.

PR Campaign

• Influencer Campaign – Celebrity Holiday Shopping Lists

• TV Pitch for Holiday Behind the Scenes

• Media Event at Magic in the Market

Plan: as of November 2018

PDA VIADUCT PLAN IMPLEMENTATION: DEC/JAN/FEB/MARCH 2019

Partner Outreach Aquarium – coordinate 2019 events

Provide a digital version of the directional map for the Aquarium to distribute

Combine efforts with DowntownSeattleParking.com

Join forces with Pioneer Square and Waterfront to promote downtown

New Signage New banners promoting “Extend your day at the Market” / Parking at the

Market (Locations TBD)

Advertise Monthly Parking at entrance to garages

Garage/Lot Management Oversize spaces

Assessing current designated oversize spaces for maximum efficiency

Load/Unload accessibility monitoring throughout the Market Flaggers

Monitor Western Ave and Alaskan Way traffic flow during peak hours Select vendor for flaggers and create schedule Ordered new safety vests for parking team

Surface Lots Create and implement the plan with Republic Parking for monthly parkers

Marketing/Communication Public Relations/Social

Focus mid Dec/Jan/Feb/March Outreach Campaign on the routes to get here

Promote special events/activities of Market merchants Advertising Campaign

Digital/Social Ads – mid Dec/Jan then monitor

Directional app advertising: WAZE App, Google Maps and/or Apple Maps Out of Home

Utilize the farm truck with a parking sign in the bed of the truck in a prominent location downtown

Street light pole advertising on 1st Ave Flyer inclusion in Republic Parking Monthly Mailer (Subscribers of 500+)

Communication

Weekly or daily Tenant Alerts as needed updating businesses Create multiple blog posts to support parking and promotion messaging

Special email for load/unload vehicles for 3-6 weeks of closure Special email with instructions for ongoing load/unload vehicles with new

routes outlines

Tenants – Communication to tenants to plan ahead for employee schedules, shifting delivery times, stocking up on inventory

Residents – Communication to residents to plan ahead for Access and other pickups for doctor Appointments, etc.

Website

Move Directions and Parking to a prominent location on the homepage Streamline updates of what is happening around us to promote easy

accessibility