Trenton Farmers Market 1

Revitalizing the Trenton Farmer’s Market New Opportunities for the Market & Surrounding District

Prepared by: Project for Public Spaces, Inc. 700 Broadway New York, NY 10003 T (212) 620-5660 F (212) 620-3821 www.pps.org

Prepared for: Mercer County Planning Department Mercer County, NJ

October, 2006 2 Trenton Farmers Market Trenton Farmers Market 3

Table of Contents

Executive Summary 5 Introduction 7 Purpose of Report Structure of Report Market History Description of Study Area Methodology Findings & Opportunities 17 Introduction Market Potential Product Mix Customer Amenities/Comfort & Image Market Infrastructure Access & Linkages Recommendations 43 Introduction Examples of Other Market Revitalization Projects Getting Started: Short Term Recommendations Future Phased-in Improvements Future Opportunities To Create A Market District Implementation 58 Introduction Building The Market’s Capacity To Increase Sales Partnerships Potential Funding Sources Appendices 63 Appendix A – Advisory Committee Appendix B – Sample Surveys Appendix C – Stakeholders Appendix D – Placemaking Workshop Notes Appendix E – REPG Report Appendix F – Entry Count Results Appendix G – Parking Count Results 4 Trenton Farmers Market Trenton Farmers Market 5

Executive Summary

The Trenton Farmers Market, located at the junction of Lawrence and Ewing Townships, and the City of Trenton, NJ is a tremendous social and economic asset to the area. A 2005 Urban Land Institute (ULI) study advisory panel recommended that the market be used as the centerpiece of redevelopment in the tri-township area it christened “Mercer Crossings.” Building off that report, this new study looks at how the market could help create a new center based on Smart Growth principles; redefine the area as a place that is comfortable to walk, bicycle, or take transit to, and to shop and socialize in; further support local farmers and other food purveyors; and bring together the three towns and other stakeholders to create a shared vision for the area. It also looks at how to improve and expand the market, while preserving and enhancing its traditional character and economic and social roles.

The report includes a short History of markets in Trenton; an extensive section of Findings based on surveys, interviews, meetings, and a placemaking workshop; short and longer-term Recommendations on product mix, marketing and programming, market infrastructure, customer amenities, and site design improvements, as well as three short case studies of other market revitalization projects; and a final section on Implementation.

Trenton has a long history of public markets, starting back as early as 1745, which have cycled through various forms of public and private ownership and management over the last 250 years. Given this historical context, we believe that the Trenton Farmers Market can successfully grow and change in the coming years, while maintaining its traditional values and atmosphere.

One of the most important findings in this report is that people love the Trenton Farmers Market, for both its local, fresh produce and other food offerings, as well as for its social aspects. While the market is clean, well-managed, and reasonably successful despite limited resources, there are substantial opportunities for the market to grow and be an even more successful place than it already is. Some of the major areas of opportunity are: the potential for the market to grow its customer base; expanding and diversifying the product mix; improving the image and perception of the market for potential customers; providing more in the way of customer amenities, which would encourage customers to stay in the market longer and shop more; upgrading the market building and its systems; and improving access to the market (and safety in the parking lot) for cars, transit users, bicyclists and pedestrians. 6 Trenton Farmers Market

The revitalization of the Trenton Farmers Market will not take place all at once, but will be an evolutionary process, with improvements implemented as funding becomes available and management capacity increases. While this report provides a strategic direction for the market and many detailed recommendations, further engineering and design studies will be needed to move the recommendations here to a more specific level prior to implementation, as well as a definitive, space-by-space retail mix strategy.

A grant from the New Jersey Department of Agriculture will facilitate a number of short-term improvements to the market. These include improvements to the product mix, marketing & promotions, market infrastructure, customer amenities, and access & linkages to the market. Future phased-in improvements in the same categories can be implemented over the next several years, but will require additional strategizing, prioritizing, and fund-raising. Future opportunities to create a market district include working with new partners to traffic-calm the surrounding roads and to catalyze new, complementary development possibilities for adjacent properties and for the underutilized portions of the market property itself.

To take this on, the Trenton Farmers Market will need to increase its management capacity and expand its fundraising abilities. In order to do so, we recommend that the market set up a new 501(c)(3) corporation. This would grant the market access to new revenue sources and serve as a charitable and supportive arm of the existing management structure; it would in no way jeopardize the existing ownership or control of the market.

The recommendations laid out in this report are not the sole responsibility of the Trenton Farmers Market, though. The broad based interest in this project can and should be tapped to bring in new partners to help guide the development and improvement of the district around the market. Local partners will come from the public sector, private business sector, and the non-profit sector and will enable to market to manage change in a sustainable, reasonable manner. Trenton Farmers Market 7

Introduction PURPOSE OF REPORT between three towns as a place in its own right that is comfortable to walk, shop, and The Trenton Farmers Market, located in socialize? As a place to conduct business Lawrence Township at the junction of that supports local farmers and other food Lawrence and Ewing townships and the purveyors? Furthermore, could the market City of Trenton, is far and away one of serve as a means by which to bring together the area’s greatest social and economic the three towns and other stakeholders to assets. A 2005 Urban Land Institute (ULI) create a shared vision for the area instead of study advisory panel recognized this competing for development opportunities? when it recommended the market be the centerpiece of redevelopment in the area Given that the area around the market it christened “Mercer Crossings.” To take is dominated by disconnected parcels of greatest advantage of large redevelopable land, congested roads, and overall land parcels, the ULI recommended that the use patterns that do not reflect the “smart market be moved a short distance into growth” vision for Mercer County and New Ewing Township. Needless to say, given Jersey, it was determined that a strategic people’s love for the market as a unique, vision for future development was needed. historic place in a sea of strip mall chain This vision would lay out ways to enhance stores and parking lots, moving the market pedestrian and bicycle connections between was not a popular idea. uses and create complementary uses in the surrounding area – a place that could be ULI recognized that moving the market both a local and regional destination. The might not be feasible, but the central result could be a market district of sorts, notion – that a revitalized market could with the Trenton Farmers Market at the be a catalyst for development in the area center. – was right on target. Shifting the focus from North Olden Avenue, the question It was also recognized that, as incredible became, how could the market be used to an experience as the market provided, there help kick-start development where it is now was a need for some revitalization of the located – namely, near the intersection of market itself. The customer base seemed Princeton Avenue and Spruce Streets? As to be aging, sales were stagnant, and the the ULI report posited, could the market physical condition and image of the market help create a new center for the area? Could had deteriorated over the years – as it might the market help redefine this border area with any market of its age with modest 8 Trenton Farmers Market

resources. Furthermore, access to the complementary uses with the market market for pedestrians had deteriorated as at its core. the area became more dominated by auto These opportunities should serve as traffic. Though the market management guidelines for how to improve the market, and the farmers who ran the market as revitalize the surrounding streets and a cooperative had done well keeping the neighborhood and ensure that the Trenton market alive and well in an increasingly Farmers Market remains a treasure to competitive food retail environment, their Mercer County residents for generations to capacity to improve on its strengths and come. provide more for farmers, vendors, and customers was limited. STRUCTURE OF REPORT The collective vision would thus also have to include short and long term strategies to This Introduction includes a brief history improve and expand the market, all while of the market, a description of the study preserving and enhancing its traditional area, a summary of the various project character and role in providing economic stakeholders, and an explanation of our opportunities for farmers and local methodology. entrepreneurs. The next section, Findings, lays out the The purpose of this report, then, is two-fold: results of stakeholder interviews; a public placemaking workshop; a series 1. To identify short-term and potential of customer, vendor and farmer surveys; longer-term opportunities that will site observations; market analysis; and improve the market experience numerous meetings with the project for customers – making it more advisory committee, market management, functional, attractive, and visible and the market board;. Findings are – and generate increased revenues grouped into categories that analyze the for farmers and vendors, all while potential for increased sales; what is sold preserving its traditional character; and at the market; the comfort and image of the market; the infrastructure needs of the 2. To identify short- and long-term market; and access to the market. opportunities for the revitalization and development of the district around These findings lead to a series of the market (i.e. Mercer Crossings) Recommendations, ranging from general – creating a neighborhood of areas of opportunity; specific short- Trenton Farmers Market 9

Photo courtesy of the Trenton Farmers Market

term recommendations for the market zip code and trade area analysis, potential to implement over the next year; future sources of funding for the market, and improvements to be phased in over the advisory committee contacts. longer-term; and areas of opportunity for adjacent roads and properties, for MARKET HISTORY underutilized portions of the market property, and for the surrounding The Early Markets neighborhoods. Recommendations include Like many east coast cities, Trenton has sections on: a long history of public markets. As early as 1745, the establishment of a market • Product mix; was authorized by King George II, with • Marketing and programming; Mondays, Thursdays and Saturdays designated as market days. Historical • Market infrastructure (i.e. the market records note the existence of a market buildings and systems); house as early as 1765, located presumably along what was then known as Market • Customer amenities; and Street (now State Street). In 1793, just after • Site design improvements, including the City of Trenton incorporated, market access and linkages to the market. structures were authorized to be built in the same vicinity. William J. Backes account of Also included in this section are examples Landmarks, Taverns, Markets and Fairs in “A of a few other market revitalization projects History of Trenton:1679-1929,”1 details the that open a window into the positive results market’s layout and uses: that can come from a broad, collaborative process such as this. The market-houses were separated by a narrow space; the one nearest King Street Following the recommendations is a section was used as a meat market, and the other on Implementation, which includes: building for a produce market, as indicated by a the market’s capacity to increase sales; how provision in the 1842 ordinance which a 501(c)(3) works; what this means to the forbade the renting of a stall in the eastern existing management, and a short section market to a butcher or vendor of meats on additional potential partnerships. unless all the stalls in the western market should have previously been rented. By Finally, the Appendices section includes the the same ordinance, the space between results of our farmer, vendor and customer the market-houses, as well as the open surveys, parking analysis, customer counts,

1 Trenton Historical Society http://freepages.history.rootsweb.com/%7Etrenton/historyoftrenton/landmarks.htm 10 Trenton Farmers Market

Photo courtesy of the Trenton Farmers Market

squares between the western market-house Farmers Markets and King Street, and the eastern market- The city’s original open-air, wholesale house and Queen Street, were to be used farmers market was located on Front Street, as stands for truck people “for the sale but as the market grew, it relocated to of watermelons, muskmelons, nutmegs, South Broad Street. During this move (in peaches, sweet potatoes, pickles, and green 1918), support was solicited from the city corn, at the discretion of the committee.” government and the State Department of The sale of fish was limited to the eastern Agriculture and infrastructure in the form end of the eastern market-house and the of walkways and lights was installed; the space between this market and Queen market was also regulated by a municipal Street. market master who ensured farmers were using accurate weights and measures. An 1849 map of the city confirms the existence of two new linear market houses In an incredible parallel to today’s boom in the middle of Greene Street (now Broad in direct farm marketing, the public soon Street) between State and Academy Streets, clamored for the wholesale market to be adjacent to City Hall. Within 20 years, the opened to the public, due to “increasing market had grown in size to the extent that demand from the consuming public to buy adjacent property owners began to object to direct from the farmers at lower prices.” its presence and by the spring of 1870, the Wholesaling took place between the hours last of Trenton’s municipal market sheds of 4 and 7PM and retailing between 6 and was torn down. 11 PM.

Private interests opened a variety of market By 1924, the popular market had moved halls in the 1870’s, but the biggest by far down to city-owned property along the was the Washington Market, located at Municipal Wharf. Again, the city made the corner Broad and Front Streets. The some investment in the market in the market boasted 209 stalls, a restaurant, and form of walkways and lights and space a large interior gallery, as well as, “A large was created for 125 stalls. Two years later, hall, equipped with a stage and seating two sheds – 140 feet long and 20 feet 1200 persons, and nine rooms which were wide – were built over the walkways. Rules rented to various enterprises.” This market governing the sale of local produce at was clearly an important social center as the market were strictly enforced, though it was in this hall, “that the dances and exceptions were made in order to ensure balls of many local fraternities were held.” year-round availability. As Backes notes: The Washington Market was torn down, however, in 1928. Trenton Farmers Market 11

Photos courtesy of the Trenton Farmers Market

The sale of produce by anyone other than the producer where a third, newer shed was built, and is prohibited, an exception being made in favor of other buildings and the market office and reliable hucksters who carry only the freshest of bathrooms were added over time. In the produce the year around. Even then they may not display or sell any product offered by farmers attending mid-1960s, one of these sheds burned the market. The market is under the direct supervision down. One remaining historic shed was of a market director, who has full charge of all the then split in two and laid crossways markets of the city. He rents spaces to the farmers, against the newer shed, leaving us with the requires of each one an affidavit to the effect that he market’s current configuration. Building has raised at least 90 per cent of the produce he offers on the market’s popularity and site for sale, and makes monthly reports on the condition and progress of the market. No farmer may occupy reconfiguration and the specific location’s more than two stalls. access to over 300,000 nearby customers, Halo Farm opened in 1974. Today, while According to the Trenton Farmers Market Halo Farm is arguably the bigger year-round website,2 “In 1939 the farmers incorporated draw, it cannot compete with the summer- into The Trenton Market Growers Co-op time crowds that the market generates. Association, Inc. and purchased land on Spruce Street in Lawrence Township in Given this historical context, it is clear that anticipation of the City of Trenton needing growth and change are both inevitable and the area they occupied to build roads for ultimately manageable. The market has motor vehicles.” changed and adapted over many years, all while maintaining its traditional values, and Sure enough, in 1948, as the city moved it will continue to change and adapt. What into the motor vehicle age, the market was we are advocating in this report is that moved to Spruce Street to make way for a the market be the agent of its own future, highway along the waterfront (now Rt. 29). so that it can build on its success while (Ironically, the very same highway today helping to steer and catalyze additional, is being turned into a boulevard, in hopes complementary development around it. of revitalizing a section of town that has little access to the water; the neighborhood would quite likely welcome the activity and vitality that the market generates back to the area today.)

The two original sheds from the Municipal Wharf site were moved to the new site,

2 http://www.thetrentonfarmersmarket.com/history.htm 12 Trenton Farmers Market

DESCRIPTION OF STUDY AREA vacant parcel adjacent to the market’s north entrance. As mentioned above, the study area lies • Properties west of the market along at the confluence of three municipalities Princeton Avenue, including a within Mercer County: Ewing and Lawrence pediatrics office, a car wash, a new townships and the City of Trenton and is Dunkin Donuts, a new seafood store, comprised of the market itself and the and an auto repair shop. These surrounding properties and streets. This businesses are auto-dominated, most area includes: of them being drive-throughs, and face away from the market. • The Trenton Farmers Market, which occupies approximate seven acres, • The vacant parcel, formerly a gas just north of the intersection of Spruce station, on the north corner of Street and Princeton Avenue. The Princeton Avenue and Spruce Street. market is composed of four structures, • Immediately southeast of the market, the cross-shaped main market the Mercer County Cooperative building, the management office and Extension building. restrooms, The Win, Place & Smoke shop, and the Crab Shack. • Across Spruce Street from the market, the back of the Capital Plaza shopping • Northwest of the market, Halo Farm; center. the two properties are currently separated by a fence, with a single This study also considers the streets access point between the neighboring adjacent to the market, namely Princeton businesses. Avenue and Spruce Street, as well as some of the streets leading into the market (e.g. • To the north, the back of the Tiffany Mulberry Street and Pine Street). Woods housing development and a Trenton Farmers Market 13

METHODOLOGY • Meg Walker, Vice President, PPS – Meg has over 20 years experience in Over the last 12 months (Sept. 2005 planning and design work, with a focus – Sept. 2006) PPS and its team conducted on mixed-use development projects. a thorough study of the market and its She is also PPS’ Director of Design. environs. The study, which involved a • Larry Lund, Principal, Real Estate combination of meetings, interviews, site Planning Group (REPG) – Based out of observations, surveys, and workshops, has Chicago, Larry is an expert in the food yielded a trove of findings: what people retail industry; he has conducted trade think of the market; what might improve area analyses and business plans for it; what areas to focus on; with whom to dozens of markets around the country. partner; etc.

The PPS team included: PPS’ approach, which stresses collaborative, inclusive planning, relies • Steve Davies, Senior Vice President, heavily on local stakeholders – in this case, PPS – Steve is the director of PPS’ market farmers, vendors and customers, public markets program and has over representatives of local government 30 years experience planning and and non-profit entities, neighborhood revitalizing public spaces around the residents, and local property and business world. He is considered one of the owners – to create a shared vision for the leading thought leaders on public market and surrounding area. This was markets in the country. an especially important approach to take with this project, given the jurisdictional • David O’Neil, Senior Associate, PPS fragmentation which the area suffers from. – A specialist in all aspects of public markets, David is the former general One of the first steps in the process, then, manager of the Reading Terminal was to work with Mercer County staff to Market in Philadelphia. David has develop a project advisory committee worked on over 200 market projects composed of people and organizations that around the world. could play a role in the future improvement • Chris Heitmann, Senior Associate, of the market and its surroundings. PPS – Chris manages PPS’s markets The advisory committee, included projects and public markets grant representatives from key stakeholder program and has conducted research groups, including: on and planning for dozens of markets around the country. 14 Trenton Farmers Market

• Market farmers and vendors; Municipal Land Use Center, numerous memos from Mercer County Planning • Market customers; Division, news articles, historical photos • Market management; and documents relating to the market, and traffic and zoning date relevant to the area • Nearby property and business owners; around the market. • Municipal/county staff; Documentation of Existing Conditions • State offices and agencies (Agriculture, Existing land uses, conditions of open Smart Growth, Transit); and spaces, building contextual relationships and exterior appearances, parking and • Health and food advocates. loading areas, landscape elements, and vehicular and pedestrian circulation were For a full list of advisory committee observed and documented photographically participants, see Appendix A. This group throughout the past year. Existing met periodically throughout the study to infrastructure and public improvements, brainstorm, evaluate and assess findings such as sidewalks and curb-cuts, signage, and potential recommendations. lighting, amenities, as well as areas without them were also documented. Finally, we Given their financial and historical stake evaluated the physical conditions and in the market, PPS also met on several design qualities of the market itself. occasions with the market cooperative’s board of directors to discuss and On-Site Observations gain further input on the findings and On-site observations were conducted on recommendations. numerous days of the week, both during the holiday rush, during the slow season, In order to evaluate the current condition and during peak growing months. These and function of the market and its observations helped us understand the surrounding district, we executed the existing patterns of customers and vendors following tasks: and identify existing and potential problems and opportunities for improvement. Literature Review Pedestrian/vehicular conflicts were also Documents reviewed by the team included identified. Customer and entrance counts, the ULI Panel report, the North Olden as well as parking lot usage, were measured Avenue Redevelopment Plan, the ULI on the Saturday before Thanksgiving in follow-up study conducted by the NJ 2005. Trenton Farmers Market 15

Customer Surveys area and estimate the market’s potential Sample surveys and full survey results can share of that. be found in Appendices B & C. Farmer and Vendor Surveys • Two-page customer surveys were With the assistance of market management, conducted at the market in December PPS distributed surveys to all of the farmers 2005 (the Thursday before Christmas) and vendors in the market. Participation in and in mid-June 2006. Each visit this survey was very good, with 25 out of 40 yielded about 80 responses, for a total vendors responding. This included 7 out of of 165 responses. 10 farmers, 5 out of 7 fresh food vendors, 5 out of 7 prepared food vendors and 8 out of • A five-question survey about the 17 non-food vendors. market was conducted in May 2005 at the sign-in booth for the Isles- Meetings and Interviews sponsored First Annual Trenton Spirit PPS interviewed key individuals, including Walk and 122 responses were collected Trenton Farmers Market staff, adjacent there. property owners, Mercer County staff, • A similar short survey was conducted representatives from the three relevant outside Halo Farm in June 2005, which municipalities, and others to obtain their yielded 100 responses. views on the project goals and objectives, understand their plans for future projects Economic Analysis in the study area, and learn any additional Using the customer data collected information that might have bearing on during the surveys, PPS worked with the project. Throughout the project, PPS REPG to identify the market’s trade area had innumerable conversations with other and demographic characteristics. Using stakeholders (see Appendix C for a full list of geographic information system (GIS) stakeholders). technology, we mapped the trade area, the core customer’s trade area, and the associated demographics of the trade area to learn more about how the market can serve its customers better. Using over 800 customer zip codes we collected at the market in November 2005, REPG also used a gravity model approach to estimate the potential fresh food sales within this trade 16 Trenton Farmers Market

Participants at the April, 2005 Placemaking Workshop

Interviewees included: Placemaking Workshop A participatory visioning workshop • Jack Ball, Market Manager, Trenton was conducted in April, 2005 to obtain Farmers Market the input of a broad representation of community members and stakeholders (see • Robert Berger, Transportation Planner, Appendix C for a full list of participants) DVRPC – about 50 participants total. Drawing • Anthony Carabelli, Executive Director, from PPS’s extensive slide archive and Ewing Redevelopment Authority the photographic documentation of the market’s existing conditions, we • Richard Krawczun, Town Manager, presented a slide show that depicted the Lawrence Township current situation in the study area along • Matthew Lawson, Principal Planner, with relevant examples of improvements Mercer County Planning Division made in similar circumstances elsewhere. Following the presentation we facilitated • Donna Lewis, Director, Mercer County an on-site “place” evaluation of the Planning Division market interior and exterior, followed by small breakout groups that discussed • Jim McManamon, Ewing Township individual issues and developed ideas for Administrator improvement. Small groups then reported • Pam Mount, Lawrence Township back on their ideas to the full group. Councilwoman Extensive notes were taken to document the results (see Appendix D). • Gary Mount, Owner, Terhune Orchards; Secretary, Trenton Farmers’ PPS analyzed the results of all of this work Market Board to identify the issues and opportunities • Elyse Pivnick, Vice President for presented below. Refined through Environmental and Community presentations and the ongoing solicitation Programs, Isles, Inc. of feedback from stakeholders, we detail recommendations and implementation • Jerry Reilly, Owner, Halo Farm steps later in this report. • Gregory Sandusky, Mercer County Engineer

• Phyllis Stoolmacher, Director, Mercer Street Friends Food Bank Trenton Farmers Market 17

FINDINGS & OPPORTUNITIES INTRODUCTION

Perhaps the most salient fact we uncovered during our study was that people love the Trenton Farmers Market. For generations, it has been the source of fresh, local produce for residents of Mercer County and beyond. It also serves the increasingly important function of a connector between urban and suburban residents and the shrinking rural and agricultural culture that once dominated much of the area. The market is one of the few places where this urban/rural mixing still occurs. Its social function is larger than that, though – it is a place where people of all ages, races and ethnicities can come to shop with their friends and family.

The market is also clean, well-managed, and reasonably successful despite limited resources. What we discovered through our research and observations, though, is that there are substantial opportunities for the market to grow and to be an even more successful place than it already is. Some of the major areas of opportunity we identified are: the potential for the market to grow its customer base; expanding and diversifying the product mix; improving the image and perception of the market for potential customers; providing more in the way of customer amenities, which would encourage customers to stay in the market longer and shop more; upgrading the market building and its systems; and improving access to the market (and safety in the parking lot) for cars, transit users, bicyclists and pedestrians. 18 Trenton Farmers Market

MARKET POTENTIAL The market has tremendous potential to increase sales. The sales potential for the The market draws customers from a wide Trenton Farmers Market was estimated area. Based on zip codes collected from using a Huff Gravity Model – a forecasting over 800 customers on the Saturday before tool used by supermarkets that has been Thanksgiving, the market draws customers adapted for public markets. The model from more than a 20-minute drive time to uses existing demographic information the market, although an estimated 50% about income and spending habits and of the customers come from within a 10- also factors in the competitive options for minute drive time. food purchasing in the primary trade area. The body of the REPG report on which this This is both a sign of strength and a sign is based is in Appendix E. Below are some of weakness. That the market is so well estimates and assumptions on which the known – and is a destination that people market potential has been calculated. are willing to drive long distances to – is very positive. However, this trade area analysis also shows opportunity: simply stated, the market should be drawing more customers from much closer-in neighborhoods, particularly given that two major supermarkets that once competed with the Trenton Farmers Market (i.e. the Super G’s at Roebling Market and Capital Plaza) are now closed. Trenton Farmers Market 19

Estimates and Assumptions square feet of leasable space (out of 30,000 square feet gross building • Half the customers (primary trade area) and the annual estimate above area) are within a ten-minute drive is equivalent to approximately $900 in ring. annual sales per square foot.

• The potential market share for fresh There are many factors that can change food sales in the ten-minute drive ring this estimate – new supermarkets opening, is: the condition of the market, level of customer service, price points and overall Baked goods: $1,395,000 competitiveness to name a few. This Meat, poultry, fish, eggs: $3,816,000 number shows potential only and does not indicate or imply that it can be achieved Fresh produce: $2,421,000 without taking an aggressive position to increase the overall level of customer Total annual potential: $7,632,000 experience at the Trenton Farmers Market. • If the ten-minute ring represents 50% of the market’s trade area, the full We estimate that annual sales in the potential for the market is: market today are currently in the range of $7,000,000 based on customer counts of $7,632,000 4,000 to 6,000 per week (depending on the x 2 season) and assuming the average market $15,264,000 annual sales potential shopper spends $20-$30 per visit (which customer surveys support). • Additionally, this figure does not include flowers, prepared or specialty Given these assumptions, the market has foods. Factoring in another 20% the potential to more than double annual for these categories, the market can sales. potentially capture:

$15,264,000 There is a strong base of die-hard, regular + $3,052,800 customers that love the market. $18,316,000 annual sales potential Half of all customers have been to the market 20+ times in the last 12 months and • The market has roughly 20,000 one quarter have been 50+ times. 70% of 20 Trenton Farmers Market

customers spend between $11 and $50. This Sales at the market are very seasonal – this shows substantial room to grow the regular can be taken advantage of! customer base, especially considering the distance customers reported that they For farmers, May, July, August and traveled to reach the market. September seem to be the best months for business; for all other vendors, November This is a good start, but there is ample room and December seem to be the strongest for growth. The market should aim to become months. Across the board, January and a regular shopping destination for a greater February are the worst months for sales. percentage of its customers. While 65% of vendors sell year-round, only three farmers sell year-round.

For most vendors, sales are stagnant or The market should try to find ways to build on declining. the seasonal assets as well as fill in some of the gaps. This might mean adding more farmers 45% of vendors say sales have decreased during the busy summer months; adding a in the last 3 years; 20% of vendors say larger holiday market component (e.g. with sales have stayed about the same in that more hand-made goods) in November/ time. Only 25% of vendors say sales have December; and programming the market with increased in the last three years. events and other attractions to bring in more customers during the slow winter months. Farmers seem to be doing the best lately, with four out of six (4/6) farmers reporting increased sales in the last three years. Sales during the week and on Sundays On the flip side, five out of six (5/6) non- could be expanded, too. food vendors say business has decreased. Equal numbers of fresh food vendors 43% of customers say they only come to the (i.e. butchers, bakers) and prepared food market on Saturdays. A number of shoppers vendors have either decreased sales or surveyed indicated that since fewer vendors stayed the same. sold on days other than Saturday, “Why shop on other days?” Regular market Overall, these numbers show that market shoppers (i.e. those who came more than sales are, at best, in a rut. However, it also once a week) complained that the variety shows that some farmers have been growing and number of vendors diminish during the their sales, whether because of greater interest week. in local, seasonal foods, greater diversification of crops and products, etc. Trenton Farmers Market 21

Vendor numbers support this: only 33% Halo Farm and the market share many of vendors sell on Mondays or Tuesdays customers, but could share more! (now Tuesday & Wednesday, presumably), while 90% sell on Friday and 100% sell on Half of the market customers surveyed say Saturday. they also shop at Halo Farm when they come to the market. Similarly, about half of Saturday’s strength shows a big opportunity all Halo customers surveyed also shop at to capture customers on other days of the the market on the same day. week. After hearing in December 2005 of customers’ interest in the market being There is clearly a lot of crossover traffic, which open on Sunday, management and the raises two questions: market board boldly decided to open on 1. How can the market and Halo make Sundays this spring. Sunday is now the it safer and easier to walk between the fastest growing day and the day with the two businesses; and biggest growth potential. For example, a 2. How can the market and Halo concerted marketing effort (i.e. to nearby attract even more of one another’s churches in Trenton, Ewing and Lawrence) customers? could be undertaken to capture folks already out and about on Sunday. A full 20% of regular Halo Farm customers (50+ annual visits) rarely visited the market However, while PPS has not surveyed in the past 12 months (10 times or less), which vendors are at the market on which means there is a lot of room to Sundays, observations of posted hours and capture more Halo Farm customers. comments from customers during the June survey indicate that the market is less than This level of overlap between market and “full” so far. Halo argues for better integration of the two businesses, both from a physical standpoint Steps should also be taken to ensure that the (e.g. through better signage – “We Are market stalls are full on Sundays and other Open!”, a safe and clear walking path days of the week, enabling customers to do between the two businesses, and other visual more of their regular shopping there, much as cues) and/or through cross-promotions. The they might at a supermarket. market should welcome Halo customers like no other, and vice versa. Perhaps there is an even an opportunity to bring Halo Farm products, in the form of ice cream stand, into the market. 22 Trenton Farmers Market

African American residents of Trenton FMNP coupons and EBT/food stamp appear to be an under-tapped market. access could provide major opportunities.

In June , Isles, Inc. hosted the first annual Mercer County has many lower income Trenton Spirit Walk: Building Healthy families and seniors that could be Communities event, drawing hundreds redeeming their coupons and Electronic of African American church-goers from Benefits Transfer (EBT) food stamp credits Trenton and beyond. Isles staff surveyed at the market. However, while all of the 126 of about 600 participants about their farmers surveyed accept Farmers Market shopping habits and about the Trenton Nutrition Program (FMNP) coupons from Farmers Market. PPS’ analysis showed both WIC and senior recipients, usage is that 90% of the Spirit Walk participants very low, falling in the 1–10% range, if at all. surveyed – the vast majority of who were Currently, no farmers at the market accept Trenton residents – said they shopped at food stamps via EBT. the Trenton Farmers Market. However, 80% of those folks had been to the market less As there is only one other market in all of than ten times in the past 12 months. Mercer County that even accepts FMNP coupons (Thursday’s Capital City Farmers’ Many nearby residents are aware of the Market on East State Street), there is a huge market and occasionally shop there, but it is opportunity for business growth here, as well far from the main place that they shop for as to address the food access and health issues food. There is room for great improvement of many Mercer County residents. Marketing here to create regular customers out of a and outreach could be focused on getting major population close to the market. more coupon users into the market.

A similar worthwhile investment would be an ShopRite is the market’s biggest competitor EBT system throughout the market so that for Trenton residents. food stamps can once again be used to buy Jersey fresh produce from the farmers and By far the most frequented supermarket by products from other vendors as well. Currently, Spirit Walk attendees was the North Olden there are no farmers markets in Mercer Avenue ShopRite (78%), though people County that have EBT access. also said they shopped at Acme and Giant. In contrast, there was no clear consensus among vendors as to who their main competition was, whether supermarkets in general, big box stores like WalMart and Home Depot, or specialty grocers like Whole Foods and Wegmans.

A research visit to the North Olden Avenue ShopRite might be useful to learn more about their product offerings and sales approach, and how to lure some of these customers to shop at the market more often. Trenton Farmers Market 23

Image-wise, there is confusion over when the market is open.

Many customers requested that the market be open more often, e.g. on Sundays and on more weekdays throughout the season. Even when the market is open, though, it often appears as if the market is closed. Other than on days when market vendors have extended their selling space outside the market (i.e. seasonally), there is little evidence from the outside that the market is open.

The seasonality of the market is real –– but the market could work on changing the perception that it is “closed” when it’s actually open. This perception could be influenced through exterior signage, other visual aids (e.g. displays outside the market in ALL seasons), and through other marketing and advertising. 24 Trenton Farmers Market

The market’s assets are well-promoted traffic, to distribute coupons and – opportunities to promote these even other promotions to their clientele, better abound. especially during the slower months. One thing non-customers from the Halo Customers and workshop participants Farm surveys mentioned again and again had a lot of ideas for the market to further was that better, more informative signage promote itself. These included: – geared both to the thousands of drivers that pass by each day and to Halo Farm • Having a giant sign outside the market customers as they exit the store – is crucial letting people know what is in season to reaching potential customers. and what is being sold inside;

• Regularly reaching out and promoting Up to date, visible information about produce the market to community groups, availability, hours of operation, etc, would senior centers, churches, schools, make potential customers more likely to the 30,000 state office workers shop at the market. Ideally, this would be in downtown Trenton, the 36,000 information directly visible to customers additional office workers in Trenton, exiting Halo Farm as well as driving along etc.; Spruce or Princeton towards the market.

• Flyering in nearby neighborhoods that don’t know the market well, using Customers and vendors also agree on translated materials where appropriate the quality of customer service – 66% of (e.g. in Polish or Spanish, depending vendors and 86% of customers were very to on the neighborhood); and extremely satisfied. • Have an email listserv announcing when new products are in season at Playing up the interpersonal connections the market (e.g. strawberries, corn, farmers and vendors have with their customers pumpkins, etc.); is another potential marketing concept: “We know our customers,” “We care about our • Doing a weekly radio piece on WBZN customers.” How many supermarkets can and/or other stations to talk about honestly make boasts like that? what’s in season at the market that week, share recipes, etc.; and

• Partnering with the county extension office, which sees steady year-round Trenton Farmers Market 25

Promotional events are successful to a Given the growing interest in both local foods degree – how to create regular shoppers of and in increasing access to fresh produce to the new folks they draw in? combat obesity, there may be some additional wholesaling opportunities for farmers Current promotional events at the market and other vendors, especially with nearby work well in that they bring new people into restaurants. Management might consider the market. Their effect on sales, though, marketing the market as a whole to nearby is debated by farmers and vendors. While businesses and institutions (e.g. schools, about one quarter of the farmers and hospitals, municipal/county/state offices, etc.). vendors like the existing promotional events at the market (and thought they helped sales), an equal number felt that the special PRODUCT MIX event days hindered their sales. Almost half of farmers and vendors felt the promotional Fresh produce and meat are the biggest events had no effect on sales. product draws for the Trenton Farmers Market by far. While customers don’t want Other ideas for events that came out of the market to change too much, there are the workshop were to coordinate activities some clear desires and opportunities for between the market and entities like the more and new products. There is especially county extension service and social service high growth potential in niche produce, agencies, e.g. 4H events or an FMNP, WIC, prepared foods, ready-to-eat foods, and and senior coupon distribution event at the other sectors. market. Many people love the market as it is, but there is also no shortage of ideas for how to Given that special events are generally days improve it. the market gives away free Jersey Fresh products in the form of desserts (strawberry About one fifth of all customers surveyed shortcake, etc.), new faces drawn in by these indicated that they like the market as it events may or may not actually buy anything is. “Don’t change the market.” “It’s great at the market. The challenge, then, is to the way it is!” A few customers indicated ensure those customers come back on non- nervousness about updating the physical promotional days to shop at the market. appearance. In some ways, this reflects Promotional events could also be more the high level of satisfaction with variables broadly defined to include other attractions such as quality, pricing and accessibility. that draw people to and through the market. Over 90% said they were very to extremely These could include a broad range of civic and satisfied with the quality and variety of fresh community events that could be held in spaces food products. in around the market. 90% of customers who visit the market buy produce; 80% buy meat – these products Wholesaling and other direct marketing are the market’s bread and butter. This opportunities could be explored more. also means, though, that most people are coming to the market to purchase Only one quarter (25%) of all vendors necessities rather than prepared foods surveyed also sell wholesale. These include and such incidentals as socks and crafts. three out of four (3/4) farmers, one of four Ready-to-eat foods are the fastest growing (1/4) fresh food vendors, and two out of segment of markets (though it is important four (2/4) prepared food vendors. to control this element so that the market does not become merely a food court). 26 Trenton Farmers Market

Eastern Market in Washington D.C. draws Prepared food wing at Trenton Farmers Market. customers for its excellent crab cakes and blueberry pancakes.

There were some interesting recurring visit the market more if there were suggestions to come out of both short more “restaurants” in the market. Both surveys (Halo Farm and Spirit Walk) about customers and workshop participants what could be done to improve the market. expressed desire for a good coffee shop with seating in the market. • More than one out of three customers (36%) surveyed said that more Another strong idea was for a restaurant farmers selling produce would attract focused on Jersey Fresh and other local them more often; foods and, indeed, for all of the prepared food places to serve more local products. • One out of four (25%) said that more specialty foods would encourage them The existing prepared food businesses seem to come more frequently. to be underperforming and the east wing as • About 11% also think that the market a whole is usually quiet, dark, and somewhat should have a greater variety of dingy. Steps should be taken to upgrade this produce; wing to draw new businesses and customers to the market. Once attracted by a good meal, • Some customers and workshop customers’ attention can then be turned to the participants anecdotally expressed rest of the market. desire for organic produce. Additionally, 36% of vendors thought the addition of organic produce would improve the market.

There is also support for more places to eat in the market – and more Jersey Fresh and other local products showcased at those places.

While only 10% of customers were dissatisfied to extremely dissatisfied with the existing prepared food options, a quarter of existing farmers and vendors were extremely dissatisfied. One fifth (20%) of customers did say they would Trenton Farmers Market 27

Fish at Trenton Farmers Market

Fishmongers at Pike Place Market in Seattle are a tremendous draw for shoppers.

The fish component of the market is weak. bolster this element. If done right, it could be a huge draw. Given the increasing cultural and ethnic diversity in communities around the market, Though the existing fish business has there are likely growing niches for additional its fans, its small selection and physical authentic ethnic food products. isolation from the rest of the market severely limit its potential to draw in new customers. Developing complementary uses adjacent to the market could draw more customers A strong fish vendor (or two) in the market in, too. itself could become as strong a customer draw as the two butchers. A shared-use commercial kitchen would allow small food entrepreneurs and/or farmers to rent space to create value-added There are opportunities for complementary products that they could sell at the market. businesses to open in the market. A successful commercial kitchen operation in Athens, OH, run by the Appalachian Placemaking workshop participants had Center for Economic Networks (ACEnet), numerous ideas for additional food and attracts small businesses from a six-state food-related businesses to open in the area. The local farmers market helps build market, including: demand and a customer base for these products – up to ¼ of over 100 vendors • Wine shop at the market at any given time use the kitchen. These food entrepreneurs utilize • Micro brewery the market to test and refine products and • Kitchen supply store to build a customer base. While many stay at the market for years, others graduate to storefronts or distribution to grocery stores Diversity of ethnic products is one of the as they grow their businesses. This is both markets greatest strengths – though there good for the local economy and ensures is demand for even more. a steady stream of new businesses and energy into the market. There were also repeated customer demands for “more ethnic products”. Given A culinary school would also be a nice that this is one of the current strengths complement to the market. They could of the market, it makes sense to further source local ingredients from the market, 28 Trenton Farmers Market

Empty day tables at the market Seating area surrounded by small, local restaurants serve as de facto public seating serving high-quality fare at the Granville Island Public Market in Vancouver, British Columbia.

hold cooking demos or other food-related more time (and money) at the market events there, or even showcase their – whether seating, convenient bathrooms, students work at a market stall. Mercer or ATM and credit card access throughout County Community College already runs the market. Demand for such amenities is a culinary training program at its West high, as expressed through customer and Windsor Campus; perhaps there are ways to vendor surveys and at the workshop. partner with them in this regard. Such “niceties” can make a major difference While commercial kitchens and culinary in enhancing the comfort and experience of schools are not usually profit-making market-goers, allowing them to spend more businesses, their missions could be very time and money at the market. much in line with the market’s goals and their operations actually help to support the market. Please, just a nice place to sit!

Markets around the country have successfully Markets are some of the best people- grown through the addition of such watching places in the world, but folks need complementary businesses, whether they places to watch from, that is, places to sit. operate inside the market or outside, adjacent During our visits to the market, customers to it. – including children and seniors – were witnessed sitting primarily on empty day CUSTOMER AMENITIES/ tables and farmer stalls. More than one quarter (26%) of customers COMFORT & IMAGE surveyed said that additional seating would increase the number of times they chose The market is a social place, but amenities to come to the market. Vendors provided are lacking. strong support as well, with 46% agreeing that more places to sit would improve the Half of all surveyed customers came to the market. market with friends or family, a number one is unlikely to see at a supermarket or Workshop participants also repeatedly other conventional retail store. People love suggested both indoor and outdoor seating markets. In turn, markets need to love – whether benches, movable chairs, picnic those people back. Despite the social nature tables, etc. – to improve the market’s level of the market, there are few amenities to of comfort. welcome and support shoppers spending Trenton Farmers Market 29

A variety of indoor and outdoor seating could be provided for customers comfort and Give people more options for paying and convenience. Especially given the number of they will shop and buy more. seniors and families with small children at the Many people also mentioned the need market, seating could make a big difference for an ATM machine in the market and in shoppers’ overall market experience. Good phone line for credit cards at more stalls. seating can also add to the sociability of the A number of customers taking the Halo The market’s parking lots are market, providing places for people to eat, Farm and the June survey at the market dominated by asphalt with no drink, talk or just relax. volunteered that an ATM machine and shade or clear place to walk phone lines for credit cards would also be convenient and helpful. The restrooms are clean, but most customers don’t even know where they are. Since many credit card machines use the same technology as needed for EBT/food stamps, While customers rated the restrooms highly their installation would be of double benefit to in terms of cleanliness and maintenance, farmers and vendors. the vast majority of them (78%) either did not know they existed or had never visited them. The most common verbal response People would like to see more appealing was, “There are restrooms?” One shopper landscaping outside the market. had been coming to the market for 20 years and wasn’t aware of the restrooms People agree that overall, the market and – an experience that makes one wonder parking lot feel stark and uninviting (aside how many customers over the years have from the west entrance when product is left the market prematurely for lack of sold outside and the awning is up). One this knowledge. Farmers and vendors, idea workshop participants were adamant meanwhile, were less than satisfied with about was the need for more landscaping the restrooms, with twice as many (18%) (trees, flowers, shade, and greenery) to expressing extreme dissatisfaction as “soften” the market entrances and parking extreme satisfaction (9%). lot.

It may be time to consider locating well- This is an area where a small investment marked, convenient restrooms for customers can go a long way. It could also provide an and vendors inside the market. This is another opportunity for the market to support some basic amenity that will make the customers’ of the farmers who have flowers and other (and farmers’ and vendors’) experience more bedding plants and greenery. comfortable. 30 Trenton Farmers Market

Lighting/HVAC

Display Lighting

Garage Doors/Storage

Displays

MARKET INFRASTRUCTURE workshop participants reached consensus that the market could use some revamping. Brighten the market up, but don’t “over- Meanwhile, 68% of vendors expressed improve” it. dissatisfaction with the condition of the As mentioned earlier, customers generally market building/structure. liked the atmosphere of the market – a remarkable 40% of customers were The key, then, is to update the market to make extremely satisfied with it and nearly it more comfortable and profitable, but to one quarter (24%) listed atmosphere as avoid changing things so much that it loses one of the top reasons they come to the its charm. New lighting, signs, cleaning and market. Workshop participants, meanwhile, painting the shed’s iron trusses, and similar agreed that the market’s “character” and upgrades would help freshen up the market “authenticity” are among its major assets. and increase comfort, image, and sales.

Behind all that love, though, customers also say things like, “Renovations could brighten the market up.” Similarly, Trenton Farmers Market 31

Interior signage and wayfinding Good signage and wayfinding can go a long Customers and workshop participants way in improving a customer’s experience at expressed a desire for additional signage the market. The market could implement and wayfinding, that is, signs that orient some of these proposed changes quickly customers and direct them to where they and cheaply. Ultimately, the market might want to go, such as the existing hanging consider developing tenant design criteria as signs for the east and west wings. Specific part of an overall design master plan, which short-term ideas for wayfinding signage would provide clear guidelines on how tenants included signs to the bathrooms and market may build out their spaces in the market. office and a farmer/vendor directory and Criteria could cover lighting, signage, counters, map. One market vendor had the idea of clearances, etc. mounting a directory – listing each business in the market and which wing it was located in – on an existing pole at the center of the market; he even had a scale model built of his proposed design. 32 Trenton Farmers Market

Vendors expressed strong interest in While many vendors expressed support a number of specific infrastructure for air conditioning in the market, very few improvements: customers and farmers thought it would improve the market. The following ideas came out of farmer/ vendor surveys, interviews, and the The feeling seemed to be that maintaining the workshop: indoor/outdoor character of the market, with garage doors open during the warm months, • Storage – 56% of farmers and vendors was a greater priority. expressed dissatisfaction with the existing amount of space; The market’s electrical distribution warrants a closer look to see whether it is safe, • Cold storage/refrigeration space – 46% what its capacity is, and whether it needs of farmers and vendors requested this; an upgrade. The jumble of electrical wires • Better interior lighting – 68% of hanging from the ceiling is less than farmers and vendors were dissatisfied appealing to customers, as well. with existing lighting; Regarding the market’s trash system, most • Garage doors – 63% were dissatisfied vendors seem satisfied with its current with their state and market operation. However, from an image and management has already identified efficiency standpoint, the market might their replacement as a priority. Vendors want to consider consolidating all of the seem to want doors that operate more dumpsters and trash bins where they are smoothly, allow more light into the least visible, i.e. behind the East wing. market (i.e. with windows), and look Currently, one dumpster sits in the middle better overall. of the parking lot facing Spruce. • Awnings for the market’s outdoor sales areas and entrances;

• As mentioned earlier, restrooms in the market;

• More retail/table space – 23% requested more space, but it should be noted that these were all non-food vendors; Trenton Farmers Market 33

ACCESS & LINKAGES Given the lack of access and safe infrastructure for transit riders, walkers and bicyclists, these Good places are visible and easy to get to. findings are not surprising. What they show, People need to see that there is something though, is a lot of potential for better public to do and that others have been enticed transit, pedestrian, and bicycle access to the to enter. Conversely, if surrounding streets market. are dangerous to cross, especially for children and older folks, or if transit access is severely limited, the place won’t be Transit access is poor, but there is well used. Access is especially important widespread support for improving it. for markets because there is a primary business component – if access is poor, 54% of vendors believe that more transit whether by car, transit, foot, or bicycle, access would improve the market’s business will suffer. The most successful customer base. Workshop participants markets are highly visible, both from a also expressed broad interest in expanding distance and up close, and are easy to and upgrading transit service. (Only 6% of access by a variety of modes. customers, on the other hand, expressed interest – they all drive, after all.)

Improving access to transit users, walkers, Currently, there is one bus, the #606, that and cyclists could help draw new customers connects Trenton and Lawrenceville with from nearby neighborhoods. the market along Princeton Avenue. Though a southbound bus stop is marked on the One of the most striking findings was that west side of Princeton Avenue, a stone’s 98% of customers surveyed drove to the throw from the market, the defacto bus market. Only one (1) customer out of 165 stop, for unknown reasons, appears to be came by bus and only three (3) out of 165 outside KFC on the other side of Spruce. walked. Nobody surveyed bicycled, though Here, there is no pole, shelter, or any we have seen bicyclists at the market. We indication at all that the bus actually stops also witnessed a few shoppers bravely there other than people standing there, crossing Princeton Ave. on foot to and from waiting for the bus. Northbound, there is the market. no physical indication of a stop near the market (the closest is down by N. Olden Ave.), but once can apparently request/ solicit a stop. 34 Trenton Farmers Market

Some of the specific ideas for improving perhaps serve as a transit hub between the transit access to the market included: three.

• Strategizing with NJ Transit officials There are thousands of existing and potential on how existing bus routes can be transit riders within the primary trade area expanded to better serve market of the market. By working to help improve shoppers; access, the market could draw new customers from this constituency. • Actual bus stops along Princeton that are convenient to the market – i.e. with signs, shelters, benches, schedule A planned park-and-ride facility at the information, trash cans, etc.; nearby Capital Plaza Mall may provide some • Better marked crosswalks near the bus new opportunities and customers for the stops that lead to the market; market.

• An additional transit line along Spruce A new Bus Rapid Transit (BRT) line is being Street, especially if the proposed planned along the Rt. 1 corridor; one of WalMart is developed; the potential locations for a park-and-ride • Increased access (i.e. via shuttles) for facility to serve that line is a Capital Plaza specific audiences, i.e. state workers parking lot. from downtown Trenton, seniors from senior centers, etc.; The market might consider how it could connect to and draw some of these potential • Strategically placed kiosks with maps customers – whether through improved indicating the location of the market pedestrian connections between the park-and- and other shops in relation to transit ride lot and the market; using the market lot stops; and as an overflow lot for the system; or having the BRT stop at the market in the evening on the • Better signage for the market for way back from Rt. 1 – workers could then shop transit riders – perfect for a bus shelter at the market before driving home. Partnering ad or ads on the buses themselves with New Jersey Transit to facilitate this will – should become part of the market’s be key. promotional repertoire. Another idea floated at the workshop was that, given how the market lies at the junction of three municipalities, it could Trenton Farmers Market 35

The pedestrian environment around the Princeton or by implementing changes on its market can only get better. own property. The three municipalities should also work together to advocate (via their The current situation for pedestrians respective master plans and other means) for walking to the market is dire. While traffic calming improvements for this area. sidewalks exist along Princeton, the north (main) entrance to the market is auto- dominated and provides no facilities for Bicycle infrastructure is non-existent, pedestrians. Along Spruce Street, there are though there are bicycle riders around – and simply no sidewalks or even clear curb cuts perhaps more coming. for cars to enter the market. As it is, cars enter almost anywhere they please. Bicycle-riding customers have been observed parking their bikes inside the Furthermore, crossing either Spruce or market (albeit in the east wing) for lack of Princeton toward the market is an exercise a secure parking spot outside. Workshop in bravery. Crosswalks or pedestrian signals participants suggested developing facilities are virtually non-existent and traffic can be such as bike lanes and trails nearby overwhelming. Pedestrians are a rare breed and installing bike racks convenient to in these environs. Yet beyond Princeton current and potential market-goers; easily Avenue is a dense, urban neighborhood of accessible public restrooms in the market single family and attached homes – all of would also be a useful amenity to future them potential customers who could (and trail users. sometimes do) walk to the market. Lawrenceville and Ewing are in the planning As a well-connected, long-standing institution stages of two nearby greenways that will serve in the tri-township area, the market can serve both recreational users and commuters in the as an effective advocate for its current and form of bicyclists, skaters, runners, joggers, future pedestrian customers (and farmers walkers, etc. The market could be a natural and vendors, too), whether by petitioning the stopping point along the way for all of these towns, the county and the state to improve potential customers. the walking environment on Spruce and 36 Trenton Farmers Market

A four-to-three-lane conversion on Spruce Street may facilitate the safe flow of traffic along the corridor by slowing traffic down The proposed WalMart west of the study As mentioned above, when approaching and reducing lane changes. area may provide an opportunity to convert the market along both Spruce Street and It would also create a safer, Spruce Street from a four-lane street to Princeton Avenue, it is unclear exactly where more amenable environment three lanes with a center turn lane. to enter. While some workshop participants for pedestrians and allow for listed this as a major safety challenge, more space for bicyclists (i.e. This “road diet” would help traffic others seem to think this provided the bike lanes in both directions), calm Spruce and mitigate some of the “freedom” to enter wherever they pleased. landscaping, and street parking. anticipated increase in traffic if WalMart Ideas for improving the entrances to the All of these improvements could goes in. Current traffic volumes on Spruce market were ample, though, and included: substantially help catalyze Street are around 22,200 trips per day additional housing and retail (ADT) and WalMart estimates it will • Consolidating some entrances and development along the corridor. add about 3,700 trips per weekday on consolidating curb cuts along Spruce; Spruce, for a proposed total of almost having the market share an entrance 26,000 daily trips. To date, four-to-three with Halo Farm; lane conversions have successfully been • Aligning the north (main) entrance implemented on roads with up to 25,000 with Mulberry Street (through the trips per day. In this situation, a conversion Amoco property); this would make the to a three-lane section may improve intersection operate more efficiently safety by reducing weaving, but it may not and safely and would allow drivers and improve mobility. Also, while the dropped pedestrians coming west on Spruce to lane may allow the addition of bicycle lanes, enter straight into the market; and further channelizing through traffic may make it more difficult for pedestrians to • Turning the alley between the market’s cross Spruce Street. Nevertheless, a road east lot and Princeton Avenue into diet or other means of calming traffic to a legitimate entrance to the market, improve conditions for pedestrians and accessible to cars, pedestrians, and bicyclists should be explored. bicyclists. Implementing some or all of these Based on our observations and the everyday improvements will go a long way toward experiences of market customers, farmers making the market a safer, more accessible and vendors, driving into the market is place to visit all customers, whether drivers confusing and dangerous. How can the and pedestrians. parking lot entrances be better presented? Trenton Farmers Market 37

Customers, vendors and farmers are it, its location as the main right of way satisfied with the amount of parking, but around the market, and its popularity as want better organized parking and safer and an entrance into the market. One farmer more efficient traffic flow. whose stall is adjacent to this area termed it “Accidentville.” Overall, customers, vendors, and farmers were satisfied with the amount of parking This practice creates a dangerous situation at the market. This level of satisfaction for market-goers, Halo Farm customers, and is gratifying, given that at most markets, farmers and vendors, whether they are driving people always seem to want more parking. or walking through the lot. Consolidated However, when it came to the configuration entrances and a clear circulation pattern of parking and conditions in the lots, there around the market would go a long way were many specific ideas for improvement: towards alleviating this condition.

Comments from the workshop participants One significant hazard observed in the and surveys include the following: parking lots is cut-through traffic from the main Princeton Avenue entrance, around • Discourage cut-thru traffic by slowing the market, and out to Spruce. Numerous traffic down through the market stakeholders expressed concern over this property; well-known short-cut, which drivers use • Create pedestrian pathways between to avoid waiting at the light at Princeton the market and Halo Farm, the smoke Avenue and Spruce Street. Many drivers shop, the market office, and the county speed directly past the west entrance to extension building; the market building on their way to Spruce, endangering farmers and customers. • On Spruce Street, add sidewalks Even more common is for drivers to travel along the north side and designate behind the smoke shop, through the Halo pedestrian crossings; Farm lot, and out the westernmost exit. • Remove the fence between Halo Farm and the market – make it safer and The west entrance to the market building easier to walk between the two; (near Halo Farm) is a danger zone, given • “Traffic calm” entrances/exits and the handicapped parking spots across from the parking lots with one-way signs, 38 Trenton Farmers Market

HOW MUCH PARKING DOES THE MARKET NEED? There is no iron-clad formula, Existing Use – The market’s lots but many retail experts agree are currently used most heavily that traditional retail (malls, strip on Saturdays during the summer centers) need a minimum of five months; even then, they are full only (5) spaces per 1000 square feet of during peak hours. During those retail. A market, because it operates times, there are still spaces at the at more intense scale, doubles the adjacent county extension building formula, needing about ten (10) and Halo Farm lots, both of which spaces per 1000 square feet. rarely fill.

The Trenton Farmers Market has Currently, the market does not have approximately 20,000 square feet a “parking problem”. If lack of of total rentable space and therefore parking becomes a problem, there needs about 200 parking spaces. is ample room to expand, i.e. to The market currently has 239 spaces. the north of the market. Alternately, consolidated parking with Halo Farm However, Halo Farm has an and the County Extension service additional 91 spaces (for a total may allow existing parking areas to of 330 spaces); the Cooperative be used more efficiently, while at the Extension parking lot has another 18 same time providing pedestrian safe spaces (for a total of 348). zones and crosswalks. Trenton Farmers Market 39

clearly-marked pedestrian safe zones, (see above Diagram). NOTE: This is not a pedestrian scale street lights, and new/ parking plan, rather a conceptual rendering of safer sidewalks; and one possible option to both increase parking and make the lots safer. • Soften the parking lot and area around the market with trees and Trenton Farmers Market: 239 to 223 other plantings. Currently, the market spaces parking lots feel like a “sea of asphalt”. Halo Farm: 91 to 141 spaces There are ample opportunities to make the customer’s experience entering the parking Cooperative Extension: 18 to 22 lot and moving from the lot to the market spaces safer, less hectic, and more pleasant overall. Total: 348 to 386 spaces Parking could be expanded and the area made safer for cars and pedestrians by consolidating the market, Halo Farm, and It should be noted that Halo Farm is unlikely County Extension lots and reconfiguring to want to change its current, single-loaded, circulation throughout the sites. pull-in, pull-out configuration for its parking lot, which it believes is more convenient for The following calculations and conceptual customers. There is the possibility of leaving diagram show that consolidating the this parking in place, yet still consolidating lots market’s spaces with Halo Farm’s and and entrances to improve flow and safety. the Cooperative Extension lots could yield almost 40 additional parking spaces, not including the potential for additional parking in the area northeast of the market 40 Trenton Farmers Market

Management has made some recent steps Market management has already taken a first to update the market’s street signage, but step in the right direction by re-painting the there is still great potential to improve large wooden sign along Spruce with bright, sight lines, branding, and the message to eye-catching colors. effectively advertise the market to passerby. Workshop participants also stressed the Approaching the market for the first time, need to gear signage to both drivers AND one might be excused for not seeing it right pedestrians. By the time a driver sees the away. While people love the iconic signs market entrance sign along Spruce, for Pike Place’s iconic signage is on the market’s roof (and even they are example, he or she is already past it. Also, visible day and night. difficult to see from a distance), there was though there are currently few pedestrians much criticism of the market’s existing in the area, adding signage at the sidewalk street signage among customers, vendors, scale will make the market more visible and and workshop participants. All agreed attractive to current and future pedestrians. on the need for an upgrade and other improvements. Among the ideas circulated Visual “clutter,” especially along the were: Princeton Avenue corridor also makes attracting passerby’s attention a challenge. • Signage should be directional and In addition to updating and improving Reading Terminal signage, aesthetic/colorful – make sure that the street signage, the corridor could be Philadelphia, PA. people passing by can see it and evaluated, perhaps by a consultant, for a immediately know where the market is; selective “thinning out” of old, obsolete, or redundant signage. • Project a consistent image – the design of all signage should be The market’s outdoor signage projects an complementary; establishing branding image everyday to thousands of potential and design guidelines for the market customers passing by, as well as to existing would help in this regard; customers. That image should clearly • The market office and county extension announce the freshness and vitality of the buildings look peripheral to the market market at the two primary gateways to the North Market in Columbus, – paint or otherwise redesign them so market with signage and other gateway OH has a distinct brand and they look like an integral part of the features (e.g. archway, iconic structure, etc.). image it uses on all signage and market; and promotional materials. • Light up the signs on the roof! Trenton Farmers Market 41

The Spruce St. entrance could be used to announce and showcase the market year round – and serve as the market’s “front porch”.

One great idea to come out of the placemaking workshop was to create a small plaza at each entrance to the market building, starting with the entrance facing Spruce Street leading into the South wing. Given its high visibility from the street, the south entrance might appropriately be considered the formal “front door” to the market, as opposed to the more popular “side” (west) entrance or “back” (north) entrances. These small plazas could make the entrances safer and more inviting for customers approaching the market on foot from the parking lot, as well as provide places for customers to sit outside.

As the front door or, more accurately, “front porch”, the south entrance to the market should be appealing, inviting, and give a sense of what the market has to offer to potential customers. The area should have a park-like feel and encourage customers and others to use the area for eating, socializing, and promotional and other events. 42 Trenton Farmers Market

Once inside, the market flows well – except from the East entrance.

Customer counts and a circulation analysis conducted on the Saturday prior to Thanksgiving in 2005 (see Appendix F) revealed that roughly one third of shoppers enter from each of the North, South and West entrances, but that only about 10% of shoppers enter through the East wing. Furthermore, overall traffic in the east wing is considerably lower than in other wings, the exception being during weekday lunch hours. This low traffic contributes to the weakness of the businesses in this wing.

Making the East wing a much more inviting pedestrian entrance (i.e. in conjunction with new sidewalks along the nearby alley leading to Princeton Avenue) and upgrading the prepared food stalls would go a long way in helping to balance out customer flow within the market; businesses in that wing would also benefit from the increased numbers of How entrances are currently used at Trenton Farmers Market. customers walking through. Trenton Farmers Market 43

RECOMMENDATIONS INTRODUCTION and informal interviews, five surveys, the placemaking workshop, and advisory group The revitalization of the Trenton Farmers and market board meetings. We have Market will not take place all at once. divided them into three categories: It will be an evolutionary process, with improvements implemented as funding 1. Short-term improvements that can becomes available and management be completed over the next year capacity increases. While this report with funding from the New Jersey provides a strategic direction for the market Department of Agriculture; these are and many detailed recommendations, presented in the following categories. further engineering and design studies • Product Mix are needed to take the recommendations presented here to a more specific level • Marketing & Promotions prior to implementation. A more definitive, • Market Infrastructure space-by-space retail mix strategy is also needed and should be accomplished • Customer Amenities concurrently. Finally, the market will need to increase its capacity to take on the • Access & Linkages management improvements for the market 2. Future phased-in improvements can and to expand its fundraising abilities: these be implemented over the next several are discussed in the “Implementation” years. These are presented in the same section below. categories as above, but will require additional strategizing, prioritizing, The recommendations presented in this and fund-raising. report are not the sole responsibility of the Trenton Farmers Market. The broad 3. Future opportunities to create a based interest in this project can be tapped market district is focused on working to bring in new partners to help guide the with new partners to traffic-calm development and improvement of the the surrounding roads and catalyze district around the market. new, complementary development possibilities for adjacent properties The recommendations presented below and the underutilized portions of the all flow from PPS’s work over the past market property itself. 12 months – from observations, formal 44 Trenton Farmers Market

Open, inviting, and comfortable.

EXAMPLES OF OTHER MARKET events at the market. REVITALIZATION PROJECTS The market is now looking to expand its Flint Farmers Market – Flint, MI facility to incorporate an adjacent drive- in bank and provide better pedestrian The Flint (MI) Farmers Market was connections between the market, the relocated in the 1940’s from an historic site adjacent riverfront, and a new arts center in the center of town to a new riverfront next door. location just outside of downtown. A Landscaped, flexible entrance treasured institution, the market has 35 plaza. year-round vendors on the inside and 50-60 seasonal farmers in an adjacent open-air shed structure.

In 2002, the city, which operated the markets, said it was going to have to close the market due to its ongoing financial crisis. After a tremendous pubic outcry, market operations were taken over by an existing 501(c)(3) corporation, the Uptown Development Corporation, which supports the revitalization of downtown Flint in general. The corporation, which leases An outdoor seating patio. the market from the city, has made steady progress in upgrading the facility in the past four years. It has done so in partnership with a local foundation, which has provided financial support for facility improvements. New vendors have been recruited and highly visible facility upgrades have been completed, including repainting the market, building a deck for a second floor restaurant, adding new interior and exterior signs, and landscaping. Management has also sponsored a wide variety of community Gateway feature Trenton Farmers Market 45

The market district after revitalization.

City Market – Kansas City, MO The City maintains ownership and oversight controls, while it has transferred day to City Market in Kansas City (est. 1857) day management to a private real estate has undergone a simple yet dramatic company. Capital improvements were paid transformation in the last decade, attracting for with a combination of public and private hordes of new customers and serving as funds. a catalyst for the surrounding “Market District”. PPS has worked closely with the city and management to plan and The market district before implement the changes. revitalization. The market has become more retail and pedestrian friendly (it once did a large wholesale business) by gradually implementing innovations to its physical facility (three large shed structures and surrounding buildings), increasing promotions, and strengthening the merchandising and mix.

Physical changes were modest yet functional and improved the overall aesthetic experience of the market. The improved circulation, parking, sheds and entrances also increased customer enjoyment of the market experience. In terms of the market’s image and mix, it has solidified its historic role as a farmers market while adding more prepared and ethnic foods. The season was extended and the market is now open seven days a week and the farmers market component virtually year-round. The district has become a tremendously popular destination for both locals and tourists. 46 Trenton Farmers Market

The Paterson Farmers Market before renovation

Paterson Farmers Market – Paterson, NJ

The Paterson Farmers Market in South Paterson, NJ is the only other year-round farmers market in the state. Similar to the Trenton Farmers Market, it has a shed structure which is enclosed by garage doors in cooler weather and includes both NJ fresh produce and other fresh and prepared food products.

In 2004, the market received a $2 million grant from an urban enterprise zone grant to renovate the market, in the hopes of increasing the number of customers buying fresh, local produce. Funds were to be used both to improve circulation and safety around the market (e.g. new sidewalks, curbs, speedbumps, pedestrian crossings, lighting) as well as to improve the physical appearance of the market (e.g. landscaping, storefront façade renovations, awnings, and a gateway sign).

While numerous attempts to contact the market’s management, Paterson Market Grower’s Inc., to discuss the effects the renovation has had on the market, have gone unanswered, it is likely that NJ Dept. of Agriculture staff could facilitate contact between them and the Trenton Farmers Market. Trenton Farmers Market 47

GETTING STARTED: SHORT holidays to feature more non-food TERM RECOMMENDATIONS items, such as hand-made gift items. The market might consider adding a This report sets the stage for additional holiday market in the winter to capture analysis of the market facility to determine additional sales. The market could the extent to which investments are also talk to the Trenton Downtown needed for the building and its systems, Association to recruit some of the as well as to develop a more detailed plan hand crafters and artists that sell at a for reconfiguring the parking lot. The NJ market downtown in there too. Department of Agriculture has recently • East Wing – An immediate opportunity provided a $50,000 grant to the market that should be seized upon is to to accomplish this work, which can also strategically lease the vacant corner include some modest upgrades to the stall in the East wing near the center market exterior. of the market (formerly Ladybug Catering) to anchor the center of the market and draw more customers into PRODUCT MIX the east wing. This large stall could potentially be turned “inside out” so • Day Stalls – Create a day stall program that customers could see and walk to fill up empty stalls with specialty through the stall to the East wing as producers (i.e. local cheese, flowers, opposed to around it, as in the current mushrooms, organics) that enhances layout. A coffee shop or other type of the existing mix of the market, but prepared food business that attracts doesn’t directly compete with farmers customers throughout the day could and other regular vendors. Start on take advantage of such a layout by the day with the most potential for installing additional customer seating, new additional growth Sundays – this thus helping create a strong social can help make the market more of center at the “crossroads” of the an overall destination. Target farmers market. who already sell at other markets – use • Create a long-term strategic plan to TFM as an additional venue; maybe manage the mix to remain competitive they’ll like it. and attract new customers. • Experiment with the winter mix – Management should cease the process Build on the tradition of the market whereby vacant stalls go to the highest as a family destination during the bidder, regardless of the business. This 48 Trenton Farmers Market

Detroit’s Eastern Market kicks off the growing season each year with Flower Day, which draws over 100,000 customers on the weekend before Mother’s Day.

does a disservice to the market as a • Program new Flower Day event to kick- whole, as the new business will not off growing season (i.e. in April); necessarily complement the market’s • Access new funding sources to existing mix. Rather, new tenants increase marketing and promotions; should be sought according to the and long-term plan, so as to maintain a healthy, competitive mix of products. • Experiment over the winter (Jan/Feb) with different uses to activate the West Wing, which is largely empty MARKETING & PROMOTIONS this time of year (farmers who are there could stay in the wing or move temporarily to empty stalls in other During this phase, it is also important to parts of the market). Programming build management’s capacity to undertake might include arts or educational more extensive marketing and promotional events, pancake breakfasts, etc. to help efforts, to reach out to community groups bring customers in the doors when the and entities. (See implementation section market is otherwise slow. below.) Some of the initial marketing activities that could be undertaken as capacity increases include:

• Invite local churches and other groups in with discounts/coupons;

• Create more community activities that would draw other customers – partner with other community organizations, esp. for Sundays, to get people into the market;

• Get local chefs involved through cooking demos to showcase local products from the market and simultaneously promote their restaurant; Trenton Farmers Market 49

INFRASTRUCTURE CUSTOMER AMENITIES

Conduct a comprehensive civil engineering For a strong short-term impact, the market survey of the market site and building. This should install: survey should include an assessment of the following: • Better signs to restrooms and office;

• Market directory at the primary • Electrical safety and capacity for future entrances and in the center of the growth; market; • Water lines and possibility for • An ATM machine in the market extension of lines to the farmer stalls; (while this can potentially generate • Indoor and outdoor drainage; revenue for the market, keeping fees reasonable will ensure customers use • Optimal garage door and interior it); lighting designs. • Bicycle racks near the East wing; and

Do a pilot “makeover” of one farmer stall • Indoor and outdoor public seating; and one permanent food stall. This will in eating areas as well as by possibly provide an opportunity to experiment with converting a small number of day new lighting, displays, signage, etc. stalls into benches (this could be flexible, with the bench converting Implement a pilot EBT project at one or two back to a day stall on busy days). farmer stalls. Two stalls could even share one machine, a practice other markets engage in to keep costs down and maximize ACCESS & LINKAGES the system. The pilot would include wiring the stall(s) for EBT/credit cards, marketing Site circulation plan – Undertake an the new capability to existing customers, engineering study of the market, county and promoting the system to food stamp extension, and Halo Farm properties to recipients. determine the feasibility of consolidating parking; reconfiguring circulation; and reducing curb cuts. The plan that emerges should help maximize parking, reduce cut- through traffic, improve the connection to 50 Trenton Farmers Market

Left: Bulk dry goods at the Grand Central Market in Los Angeles.

Right: A coffee & tea merchange with seating area in Vancouver’s Granville Island Public Market.

Halo Farm, and allow for safer access to the specific recommendations for the market: market for pedestrians and drivers. as funds are raised, these improvements can be phased in. Improve signage - Add additional signage: • Provide new fabric flags for the exterior of the market; PRODUCT MIX • Better utilize existing street signage – “Open Tuesday – Sunday!” and to • Building on day stall program, highlight seasonal products; and described above, continue to expand diversity of farm products as the • Install a directory of businesses in the anchor draw for the market. This could center of the market. include expanding the number of outside stalls as well as inside stalls. Start creating an entry plaza at the Spruce Market management could work with St. (south wing) entrance – Do a low cost the County Extension office, NOFA-NJ, “fix up” for improving this entrance, i.e. and others to connect with potential experiment with plantings, picnic tables, farmers. hay bales, promotional events, signage, etc., in effect creating a mini “market • Continue to expand the number of square” to announce and showcase the existing farmers open on Sunday market from Spruce Street. and promote Sunday shopping to customers.

• Prepare a merchandising plan for FUTURE PHASED-IN the market and phase in products to IMPROVEMENTS diversify the mix of the market and attract new customers. This can To take the next steps in the evolution of the include more prepared foods, specialty market will require a long-term fundraising foods, ethnic foods, fish and seafood, strategy as well as a more detailed design and related businesses (such as a master plan for the building. As part of the wine shop and kitchen supply store) long term fundraising strategy, the market and places to buy food to eat on the should organize a 501(c)(3) fundraising premises. arm for the market (e.g. Friends of the Market group). This is described in more detail under Implementation, below. The design master plan will provide more Trenton Farmers Market 51

Outdoor seating areas at the Los Angeles Farmers Market. • Continue to upgrade the East wing • Reach out to local churches, school, of the market. Building off the new and senior centers in the market anchor tenant at the East wing corner, – involve them in special events and continue to recruit other restaurants encourage them to provide shuttle and/or prepared foods to the market, buses to bring people to the market; especially those that can commit to using products from the market’s Find other sponsors (e.g. appropriate farmers and/or sourcing from other corporate sponsors like an HMO or market vendors. Provide better hospital) who can bring additional seating, including an outdoor eating resources to the market to stretch limited area (perhaps outside A+ Hoagies), advertising dollars. lighting, and windows to brighten up the wing. Require all new businesses Expand the number of promotional events to update and improve their stalls and activities which encourage purchasing before moving in, according to the new of food products, e.g. tastings, cooking tenant design criteria. demonstrations, ethnic food fairs, cook- offs, and special events such as the “Taste of the Trenton Farmers Market” MARKETING & PROMOTIONS Provide infrastructure and space for events Under the “New Jersey Fresh” banner, reach and activities in and around the market. out to new customers for the market: Continue to use the west wing during the winter for promotional events and • Expand EBT and Farmer Market programs (consolidating vendor spaces Nutrition Program utilization in the in the other wings) and in and around any market for lower income shoppers; of the expanded market entrances during the summer. Ideally, fair weather activities • Reach out to the 66,000 state office would be easily visible from Spruce Street, workers in downtown Trenton; so as to attract additional attention to the market. • Flyer adjacent neighborhoods with special sales and promotions;

• Develop a customer listserv and e-mail list announcing new products and market activities; and 52 Trenton Farmers Market

INFRASTRUCTURE CUSTOMER AMENITIES

Complete a design master plan for the Continue to expand seating so that market, coordinated with the leasing plan customers have places to sit both in and and the facility engineering study conducted around the market: in Phase I, to develop a coordinated approach to upgrading the interior and • Create outdoor seating areas with exterior of the market. This master plan picnic tables or café tables and chairs should include tenant design criteria, which on the market’s entrance plazas; will ensure that all new tenants update • Benches at a few locations inside the their stalls in accordance with the aesthetic market; and vision of the market. Criteria should include stall lighting, signage, counter heights/ • More uniform and better quality café- depths, overhead clearances, etc. style seating in the east wing (both indoor and outdoor) Phase in interior improvements as funds become available with potential initial focus Upgrade/relocate customer restrooms, on revamping of East wing, including: ideally to inside the market.

• Improved lighting that highlights products; ACCESS & LINKAGES

• Vendor storage; 1. Restripe and enhance the parking lot, • Increased water access and creating a new circulation pattern and distribution; new pedestrian connections between the market and Halo Farm and the • Additional electrical capacity; Extension office; this should include • Phone lines for full credit/debit/EBT a sidewalk on Spruce Street as well system; as landscaping to make the parking lot less stark and unattractive. Ideally, • Cold storage/refrigeration; the fence between Halo Farm and the market would come down at this point. • Improved drainage; and 2. Develop new signage and a signage • Upgraded garage doors. system for the market, including roadside signs, entrance signs, stall Trenton Farmers Market 53

The vacant lot at the corner of Princeton Avenue and Spruce Street is a crucial piece for the market district.

signs, and upgrading and lighting FUTURE OPPORTUNITIES TO existing roof signage. Make sure that CREATE A MARKET DISTRICT signs (and the market as a whole) convey when the market is open, as The market’s neighborhood is poised well as what’s in season and what’s for change. Long a transitional area, inside! caught between the dense urban fabric of 3. Create more permanent improvements Trenton and south Lawrence (e.g. along which help to better define each Brunswick Avenue), and the more recent entrance to the market building, suburban-style development of Ewing, in effect creating a series of small the junction of these three areas has the entrance plazas: better signage, opportunity to become a destination in plantings, awnings, lighting, itself. The potential for redevelopment to umbrellas, seating and tables, outdoor the south and east in Trenton and Ewing product displays (e.g. corn stalks, could encourage new thinking regarding hay bales, pumpkins). Each entrance the commercial uses surrounding the should become a safe, inviting, Market, as well as along Spruce Street and pedestrian-dominated domain. Princeton Avenue.

4. Improve the pedestrian connections Across Spruce Street, the market faces from the market to Princeton Avenue the back of the partially vacant Capital by installing sidewalks or walking Plaza Mall in Ewing Township, which is paths along both the main entrance accessible from North Olden Avenue and road leading all the way to the market, from a driveway on Spruce. North Olden as well as along the recently repaved Avenue, once a small retail destination, alley between the market’s east lot and has become dominated by enclosed malls Princeton. and big box retail interspersed with vacant 5. Work with NJ Transit to create actual or underutilized parcels. New retail and bus stops along Princeton Avenue mixed-use development on North Olden near Pine Street, to encourage transit Avenue, as suggested in the 2005 ULI use along the corridor and so that bus report and in the most recent plans of riders can use the alley as an access Ewing’s Redevelopment Authority, could point to the market. bring new residents, shops and offices to the area. 54 Trenton Farmers Market

(with Mercer County Cooperative Extension)

As mentioned above, a new WalMart is With the potential transformation of the under discussion for Spruce Street in surrounding neighborhood, the crossroads Ewing Township, which could transform near the market could itself take on a the market’s neighborhood to the east. more important role at the center of new Even with the possibility of increased traffic mixed-use development. Mercer County on Spruce, Mercer County is considering is in the process of acquiring the vacant reducing the street to two lanes with a lot at the corner of Spruce and Princeton middle left turn lane, which would decrease as open space, which could in turn be speeds, rationalize turning movements and swapped for another parcel and developed enhance pedestrian use and safety. Other as a focal point for the area. With street traffic calming measures should be studied and intersection improvements, Princeton as well, in the event that a “road diet” is not Avenue and Spruce Street may no longer feasible. be perceived as barriers – impossible for pedestrians to cross – but as connectors. Trenton Farmers Market 55

Kids climb on an antique tractor at Community Garden in East Greens Grow Farm, Terhune Orchard in Lawrence, NJ New York, Brooklyn Philadelphia, PA

Retail along both streets could be • New mixed-use buildings on Princeton redeveloped to the sidewalk, improving Avenue should provide retail adjacent pedestrian comfort and access, and new to the sidewalk and parking should not residential or office uses could be located be located in front of the buildings. above the retail. Shared parking for all uses Shops should be accessible from the could be located behind the buildings. The rear, facing the Market, as well. market could be at the heart of this new • Develop new parking lots that allow development, providing needed public for shared parking among the existing space for the surrounding neighborhood. uses (e.g. the market and County Extension office) and future retail and A District Grows Around the Market residential uses. Off-street parking In other words, the Trenton Farmers Market should be located behind the buildings could become the focus of a new “market and be convenient, but should not district”. Market districts emerge when a dominate the site. market becomes the center of an area where related activities choose to locate, creating • Relocate the vehicular entrance to a highly synergistic and dynamic place. the market from Princeton Avenue, Once people are drawn to a market on a so that it aligns with Mulberry Street, regular basis, year-round, complementary and improve the pedestrian crossings. entities such as restaurants, specialty food The owner of the Aamco business stores, and neighborhood services often adjacent to the market entrance on locate nearby, filling vacant storefronts and, Princeton has expressed support for thereby, renewing the neighborhood. this idea and might be willing to sell his property or create the necessary As redevelopment on Spruce Street and right-of-way though the property. Princeton Avenue takes place over time, it could be reshaped to create a walkable • New retail uses, such as the non-food destination with a variety of related retail related uses now in the market (e.g. uses and vibrant public spaces. The linking the Clock Shop), could have their own of the market with Halo Farm, with a buildings separate from, but related to, shared entrance and parking, could be just the market. the beginning of a food- and plant-related • The Corner of Spruce and Princeton, district. The diagram on page 54 illustrates now vacant, but slated for acquisition how the area might be redeveloped with the by the County, could be redeveloped market at the center of a mixed-use village. with a two- or three-story mixed-use 56 Trenton Farmers Market

building that would help to create connect the market to the community, an identity for the Market Village. A encourage healthy eating among restaurant with a healthy, farm-fresh younger generations, and teach food might be an appropriate ground entrepreneurship skills. Products from floor use, assuming that this property this operation, for example, could could be ‘traded off’ for designated be sold in the market by the groups Potential site for a community public open space around the market. involved. In the case of the Trenton garden/urban farm Farmers Market, such an operation • The Mercer County Cooperative could be run by a local partner, such as Extension office could continue to the County Extension, the 4H program, share parking with the market in the Isles, Inc., Sustainable Lawrence, local short term (as it does now) and in the schools, and others, or by a coalition long-term, be relocated into a new of these groups. mixed-use building adjacent to the market. Ideally, any relocation of the Given the lack of activities for children cooperative extension office should at the market and the draw of such facilitate movement between the areas for kids and their families, a two entities as well as programmatic children’s garden and/or play area partnerships that further their could be part of or adjacent to this respective missions. area. This could be as simple as some old tractors that kids could play on or • A Garden Center, a use considered by Youth gardening project, a larger playground-type structure. In stakeholders to be complementary Brooklyn, NY terms of children’s gardens, more and to the market, could occupy a new more markets are creating or building building adjacent to the market, share connections to them, as they are a way its parking lot and locate its outdoor to build interest early on in the benefits nursery in one of the vacant areas of eating fresh fruits and vegetables adjacent to the market. It was also and in the importance of local food suggested that the Garden Center be systems. run by the Extension office and be used for training programs.

• A Community Garden, Urban Farm, or Demonstration Garden, or some combination of all three, could be Denver Urban Gardens, CO developed in the open space on and/or adjacent to the “wet” area on the west side of the market property. Many markets today have a youth and/or community-gardening presence at the market, as it is a good way to Trenton Farmers Market 57

NEIGHBORHOOD from Rt. 1 via the North Olden Avenue OPPORTUNITIES exit is particularly cumbersome because of a short section of Spruce As properties to the south and east of the Street near the exit that runs one-way market are redeveloped, the market and the east, away from the market. local governments should take advantage of opportunities to improve access and make • Create a new through street through connections to the adjacent neighborhoods the Capital Plaza Mall to the south where barriers now exist. that could be an extension of Calhoun Street. This would facilitate both vehicular and pedestrian connections • Provide pedestrian signals at the intersection of Princeton Avenue and to existing neighborhoods and any new Spruce Street to facilitate access from development occurring to the south. the Brunswick Avenue neighborhood. • Work with the owner of Capital Plaza The free right turn should also be Mall to create a larger destination on removed. Spruce Street by opening up what is now a long, blank wall. The back of the • Reduce Spruce Street from four lanes to three, as suggested by Mercer mall could potentially have storefronts County, to allow room for wider and attractive facades on Spruce sidewalks, bicycle lanes, and street Street. trees, and to slow traffic and facilitate • Connect the market to future county safer left-turns. bike trails. Lawrenceville and Ewing are both planning greenways – one • Increase the number and safety of pedestrian crossings on Princeton going north/south along Shabakunk Avenue and Spruce Street adjacent Creek and an old trolley right-of-way to the market. For example, a new west of the market and one going pedestrian activated crossing should east/west to the north of the market, be created at the end of Pine Street perhaps adjacent to the Project across Princeton Avenue to connect Freedom development – which with the recently repaved alley should be connected by signs and leading to the market. The crossing spur paths to the market. Linking up at Mulberry across Princeton should with potential new bicycle lanes on also be improved (e.g. repainting at Spruce Street would place the market the least, but potentially brick paved at the center of a growing network of and/or with sidewalk bumpouts). greenways.

• Improve access from Route 1 by converting one-way streets back to two-way. Direct access to the market 58 Trenton Farmers Market

IMPLEMENTATION BUILDING THE MARKET’S CAPACITY TO INCREASE SALES INTRODUCTION The market is run much the same as it The existing management does a great job always has been. And considering that running the market and ought to continue most ‘historic’ markets in the United States doing what they do. In order to build went under, closed, dissipated, fell apart the market’s capacity to fundraise and or otherwise disappeared – the Trenton effectively manage the changes proposed Farmers Market can congratulate itself in this report, we recommend that the and take pride in its time tested ability to Trenton Farmers Market set up a new provide a dependable and enjoyable place 501(c)(3) corporation. This would grant the to shop or make a living. market access to new revenue sources and serve as a charitable arm of the existing It’s a classic – which is a good thing and management structure. This would in no not such a good thing. It’s a good thing way jeopardize the ownership or control of because it transcends time and desire. the market. People have loved the market forever. It is full of memory and pride. The Trenton In terms of setting up a 501(c)(3), the Farmers Market is an absolute gem existing management would actually and must be passed onto succeeding take the lead and be in charge of any generations. It’s a bad thing because you changes and the rate and method of don’t want to fool with a good thing, a implementation. There will be no lessening ‘classic’. There is always fear of change. of control – it will actually increase the capacity of management to do things But the market is a business and has to with new resources. For instance, if the grow and adapt. This is always a market’s market were to successfully get a grant dilemma. If you want to change – what do for promotions, there would be money to you change and what do you not change? hire a full or part-time marketing person to It is our opinion that the market do both. assist management to implement the new That is – don’t change what it is doing, keep activities. Or – funds may be accessed to the classic underpinnings – only change hire someone to seek out and bring new by adding to what is already working. Give farmers and vendors in to the market. people more than they expect and delight them and see them come back. There are many opportunities – and the market would decide when and Change comes slowly to older markets. what to pursue. Funds can be applied They are rightfully set-in-their-ways and for competitive grants for capital have learned what works. We recognize this improvements, promotions, leasing and and are recommending that the process be outreach, educational programs and other gradual and comfortable. methods that will increase the health and nutrition of customers, just to name a few The key piece to implementing meaningful possibilities. change that will both preserve the best of the old time market and open new doors Many markets in the United States have – is to set up a 501 (c)(3) not for profit found this to be an invaluable new tool corporation for the market. This will open to increase customer visits and sales. doors for the market in terms of its ability Funding amounts for 501(c)(3) corporations to raise funds, attract sponsors and new have been rising and some markets have partners, and allow the market board to successfully raised millions of dollars. plan more broadly for the long term success How a 501(c)(3) Works: A 501(c)(3) is a of the market. not for profit corporation with a board Trenton Farmers Market 59

of directors that serves a broader public continued participation from the market purpose and which is eligible to receive itself, should continue to be involved as tax deductible contributions and grants a working group. At some point, more from foundations, corporations and the formal structures may be necessary to help government. Many public markets today move forward the larger transportation and are operated by 501(c)(3) corporations development ideas for the areas around the or they have a 501(c)(3) as an adjunct to market and the working group can decide existing management (e.g. a Friends of the on that when the time comes. Market group). There are three types of partners that The success and the direction of this group and the market will likely be the 501(c)(3) will be determined by working with: the public sector, private management and the Trenton Farmers sector and the non-profit sector. Each has Market board. The incorporation would its own specific roles and opportunities to be controlled at every step by the current help improve the market and surrounding market board and management. The district. 501(c)(3) has its own board, but the composition of this board would be agreed Public Sector on by the market board; members could even serve on both boards if so desired. City of Trenton and Lawrence and Ewing Minimal paper work and filings are Townships – Though the market is in required. Lawrence, it significantly impacts and relies on Trenton and Ewing Township. What it means to the Existing Board and These three entities will thus be crucial Organization players in terms of coordinating planning and development for the market district, The existing board and organization as well as for pedestrian improvements in would continue to run the market and their respective jurisdictions. The various make decisions as they always have. This planning and redevelopment activities of will not change. The new not-for-profit the Ewing Redevelopment Agency should corporation will have to be ‘managed’ also be coordinated with these larger and the extent of this is entirely up to efforts. the existing board. We believe that this will allow the existing market to access Mercer County – Given New Jersey’s “home and benefit from resources that it would rule,” the county’s planning division should otherwise be unable to obtain unless there continue to play a collaborative role in this was a large assessment or rental increase. process, much as it has done for this study. If there is any discomfort – the 501(c)(3) Given that Princeton Avenue and Spruce can be dissolved at any time and the market Street are county roads, the county DOT can revert to its original status. Given this will also continue to play a major role in option, we do not see any measurable risk future transportation planning for the area. to the market, vendors or customers. Mercer County Cooperative Extension PARTNERSHIPS Agency – The Extension office could have much closer relations with the market, both Various approaches can be taken to physically and programmatically; in the continue moving the recommendations short-term, they could work on getting 4H in this report towards implementation, programs and events into and around the specifically when it comes to the area-wide market, especially during winter months; redevelopment scenarios. In the short- there are also promotional opportunities, term, the market advisory committee, with as mentioned above. In the long-term, 60 Trenton Farmers Market

extension staff will need to be closely owns some adjacent properties; the owner involved in future redevelopment activities, of the Aamco station at Princeton and given the potential to move the office and Mulberry; and others. As Mercer County relate it better to the market. Planning staff has already determined, there is considerable interest in such a group’s Delaware Valley Regional Planning existence. The county might thus consider Commission (DVRPC) – DVRPC can shepherding the initial formation of the continue to serve as a resource and group and being an active participant. advocate for the market when it comes Economic/business development personnel to regional planning efforts; they have from each of the three municipalities recently released a transportation study should also be involved. of the area and are involved in efforts to bring a new BRT line to nearby Rt. 1, which Non-Profit Sector can potentially bring new customers to the market. With the planned 501(c)(3) for the market opening the door for new funding streams, NJ State Dept. of Agriculture – Its role will there will also be the opportunity for the continue to be that of a funder and support market (via the 501(c)(3) or working directly mechanism for the market, but also as a with management) to partner with other larger resource, helping the market build non-profits. These groups can help host relationships with other NJ farmers and promotional events at the market, do markets. For example, they could facilitate outreach to potential customers or vendors, a visit to and meeting between the Trenton or run programs such as the proposed Farmers Market and the Paterson Farmers community garden, among other ideas. The Market. The Paterson market, which is the four groups listed below have been involved only other year-round market in the state, in this project in some form or another has recently undergone a major renovation over the past year and have expressed and it would be useful to learn from their willingness to be more closely involved in experience, as well as compare challenges working with the market. Each partnership and areas of interest. would serve the needs of the market, in terms of enlivening spaces, bringing new NJ Transit – Will be a crucial player in better customers, etc. as well as the specific coordinating bus routes and creating actual social, environmental, or economic goals stops that serve the market, as well as in of the non-profit partner. Because of this, planning and implementing the BRT line in each group will likely be able to help with a way that is complementary to the market. fundraising for specific programs.

USDA – Will serve primarily as a source Isles, Inc. – Isles is a community of funding for the market. See Potential development and environmental Sources of Funding below for more details. organization based in Trenton that takes a holistic approach to fostering self- Private/Business Sector reliance among families and creating healthy, sustainable communities.3 They In addition to the working group, there is are interested in forming a partnership to a need for a local business association to create and run a community garden on form to coordinate future development some of the underutilized market property for the market district. This group should (e.g. the “wet” area just north of the consist of adjacent property and business market). As they have a successful track owners, including Jerry Reilly of Halo record of starting and running gardens Farm; the Levin Corporation, which owns in the area, Isles could take the lead in Capital Plaza Mall; Mr. Choudhury, who fundraising, coordinating a community

3 http://www.isles.org/index.html Trenton Farmers Market 61

engagement process, and running the to connect or build similar programs with garden. Potential partners for the garden the market. NOFA-NJ could also help project could include the market’s new management outreach to local organic 501(c)(3), Sustainable Lawrence, and farmers to sell specialty crops that the perhaps NOFA NJ (see below). Isles is also market’s current farmers do not grow. involved in creating walking trails in the area and might play a role in developing Mercer Street Friends – Mercer Street the aforementioned trails, perhaps in Friends, a “human care” organization partnership with Sustainable Lawrence and that runs myriad programs to address NJDOT. issues of health and poverty in Mercer County, would also be an excellent ally for Sustainable Lawrence – This group, which the market. For example, they might help works closely with Lawrence Township, coordinate an EBT/Food Stamp program is involved in advocating for new multi- for the market, mentioned above as a way use trails north and west of the market, for the market to both gain new customers among other ecologically sound goals. They and increase access to fresh local foods for should continue to be involved through lower-income residents of Mercer County. the working group in terms of coordinating Furthermore, there may be opportunities the trails development with the market and to connect some of their health, children’s other development. Their goals are also and youth programs with the market, in to encourage more community gardens terms of events, food drives, outreach and and more farmers markets “to increase education, etc. community awareness of where food comes from and appreciation of fresh, local, Municipal Land Use Center – The sustainably-produced food.”4 In that regard, Municipal Land Use Center (MLUC), they might be good partners with Isles which is housed at the College of New to get the community garden off (in) the Jersey in Trenton, would also be an ideal ground and to program educational events partner for the market. Martin Bierbaum, at the market (e.g. in the West wing during the center’s director, was instrumental in the winter). getting the initial ULI panel for the Mercer Crossings area convened, is a member NOFA NJ – An outreach coordinator from of the project advisory committee, and is the New Jersey chapter of the Northeast willing to continue to help. One possibility Organic Farming Association, Mikey would be to enlist students from various Azzara, has been working closely with departments/schools within the college to Sustainable Lawrence and other groups assist in physical and business planning, in Lawrence Township, including various engineering, demographic analysis, etc. for schools, to create new opportunities the market and surrounding site. for NJ organic farmers and educate the public about eating local organic food. Trenton Downtown Association – The He founded and manages the nearby Trenton Downtown Association (TDA) Lawrenceville Farmers Market on Sundays manages the special improvement district and regularly offers marketing support for of downtown Trenton as well as the Capital NJ farmers and farmers market managers, City Market, which is a farmers and artist & connecting farmers with markets and crafters market. The market is frequented restaurants. Mikey has also piloted school by state office workers and local residents. gardening programs and institutional Kim Aubry, the Events Manager for the TDA buying programs with some of the schools, is interested in talking with management and would be an ideal person to work of the Trenton Farmers Market about what with the market’s new 501(c)(3) (as well they do and how they might work together as Sustainable Lawrence and Isles, Inc.) to support one another’s efforts. For

4 http://www.sustainablelawrence.org/index.html 62 Trenton Farmers Market

example, if the Trenton Farmers Market Program” (www.pacf.org/gmg.html), while decides to put on a holiday market, Kim not available for capital improvements or and TDA could help recruit local artists and renovations, can be used in the following crafters to sell there. three areas: 1. Addressing the Needs of Low-Income Individuals and Families; POTENTIAL FUNDING SOURCES 2. Community Organizing in Low-Income Neighborhoods; and More federal money is available for public markets and farmers markets in 3. Addressing Concerns and the U.S. than at any other time since the Opportunities within and across Great Depression. The USDA has myriad Municipalities programs, some of which are listed below that can help markets do marketing and The Geraldine R. Dodge Foundation outreach, start new programs, gain design – While they have a particular focus on help for renovations, and more. Morris County, the Geraldine R. Dodge Foundation provides funds state-wide for All federal sources of funding for farmers programs related to both education and the markets are now available through a environment. Go to http://www.grdodge. great new USDA guide entitled Farmers org/ for more information. Market Resource, which is available online at www.ams.usda.gov/farmersmarkets/ Robert Wood Johnson Foundation – While Consortium/ResourceGuide. Other sources RWJ, a national foundation based in of funding are available on PPS’ website Princeton that is focused primarily on at www.pps.org/markets/info/markets_ health issues, has not specifically funded funding. farmers markets in the past, they have a number of programs in development, Other local resources for farmers markets including one relating food and fitness, that in New Jersey might include: may emerge in the next year or two. Go to www.rwjf.org for more information. New Jersey Department of Agriculture (see above);

Princeton Area Community Foundation – PACF’s competitive “Greater Mercer Grants Trenton Farmers Market 63

APPENDICES

APPENDIX A – ADVISORY COMMITTEE

April Aaronson – Mercer County Human Services Jack Ball – Market Manager, Trenton Farmers Market Marcia Ball – Market Manager, Trenton Farmers Market Robert Berger – Transportation Planner, DVRPC Dr. Martin Bierbaum – Municipal Land Use Center of New Jersey Barbara Bromley – Horticulturist, Mercer County Cooperative Extension Anthony Carabelli – Executive Director, Ewing Redevelopment Authority George Fallat – Mercer County Susan Fountain – Mercer County Cooperative Extension Ron Good – NJ Department of Agriculture Richard Krawczun – Town Manager, Lawrence Township Matthew Lawson – Principal Planner, Mercer County Planning Division Donna Lewis – Director, Mercer County Planning Division Russel Like – New Jersey Office of Smart Growth Jim McManamon – Ewing Township Administrator Pam Mount – Lawrence Township Councilwoman Jhilson Ortiz – RCRE, Agricultural Agent Elyse Pivnick – Vice President for Environmental and Community Programs, Isles, Inc. Jerry Reilly – Owner, Halo Farm Nick Russo – Owner, Russo’s Orchard Lane Farm Gregory Sandusky – Mercer County Engineer Phyllis Stoolmacher – Director, Mercer Street Friends Food Bank Aaron Watson – Mercer County DOT

64 Trenton Farmers Market

APPENDIX B – SAMPLE SURVEYS TRENTON FARMERS MARKET CUSTOMER SURVEY

Project for Public Spaces, Inc. is doing a survey of customers at the Trenton Farmers Market to help improve and build support for the market. All answers are confidential. Thank you for your time!

1. How did you travel to the Trenton Farmers Market today? (CHECK ONE)

(1) [ ] walk (4) [ ] transit (2) [ ] bike (5) [ ] other (describe) ______(3) [ ] drive

2. With whom did you come to Market? (CHECK ALL THAT APPLY)

(1) [ ] on my own (2) [ ] with family (3) [ ] with friends

3. When do you usually visit Trenton Farmers Market?

(1) [ ] Saturdays only (2) [ ] Weekdays only (3) [ ] Saturdays and weekdays

4. How many times have you visited the market in the last year? (CHECK ONE)

(1) [ ] 1 –5 times (2) [ ] 6 – 10 times (3) [ ] 11 – 20times (4) [ ] 21 – 50 times (5) [ ] more than 50 times

5. During what time of the day do you usually come to the Market?

(1) [ ] Between 9:00 a.m. and noon (2) [ ] noon-4pm (3) [ ] After 4:00 p.m

6. How much do expect to spend at the market today?

(1) [ ] $1-10 (2) [ ] $11-20 (3) [ ] $21-30 (4) [ ] $31-50 (5) [ ] $50+

7. Approximately how many businesses or vendors did you or will you visit today?

(1) [ ] Only 1 (2) [ ] 2-4 (3) [ ] 5-7 (4) [ ] 7-10 (5) 10+

8. Have you or will you visit adjacent stores/businesses today? (1) [ ] YES (2) [ ] NO Which ones: ______

9. Do you shop at these stores:

(1) [ ] regularly (2) [ ] only on days that you visit the market

10. List the top three reasons why you come to the market: a) ______b) ______c) ______Trenton Farmers Market 65

11. What is the greatest benefit of the market to the community? ______

12. How satisfied are you with Trenton Farmers Market? Rank the following aspects of the market (1=Extremely Dissatisfied and 10=Extremely Satisfied)

Extremely Dissatisfied Extremely Satisfied

Variety of fresh food products 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Quality of fresh food products 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Value for dollars spent 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Trenton Market as a convenient location to shop 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Selection of ethnic or specialty foods 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Number of places to eat 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Over all ambiance and atmosphere 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Condition of bathrooms 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Adequacy of parking 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Overall cleanliness 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Quality of Customer Service 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10

13. Which, if any, of the following changes to Trenton Market, do you think would increase the number of times you visit the market? (Check ALL that Apply)

(1) [ ] Better Public Transportation to the market (2) [ ] More residential development near the market (3) [ ] Have evening events at the market (4) [ ] More parking (5) [ ] More farmers selling produce (6) [ ] More Specialty foods (7) [ ] More arts and craft items (8) [ ] More festivals and events (9) [ ] More restaurants (10) [ ] More places to sit (11) [ ] More heating in winter (12) [ ] Air conditioning in summer

14. How else could this market be improved? ______15. Would you shop at the market on Sundays if it was open? Very Likely Likely Unlikely Very Unlikely

16. Would shop before 9 am if the market were open earlier? Very Likely Likely Unlikely Very Unlikely

17. Would you shop after 6 pm if the market were open later on weekdays? Very Likely Likely Unlikely Very Unlikely

18. What do you generally buy at the market? (1) [ ] Produce (5) [ ] Prepared foods (ready to eat) (2) [ ] Cheese (6) [ ] Restaurant meals (3) [ ] Meat (7) [ ] Seafood/Crab shack (4) [ ] Plants/flowers (8) [ ] Other ______(9) [ ] Baked goods

19. What else would you like to see sold at the market? ______

20. Do you regularly shop at other farmers markets? YES NO 66 Trenton Farmers Market

which one(s)?______

21. Did you come from home or work to the market today? Home Work Other______

22. Approximately, how long did it take you to get here? ______(minutes)

23. Please tell us a little bit about yourself:

Your home zip code ______

Age: (1) [ ] 20-35 (4) [ ] 51-65 (2) [ ] 36-50 (5) [ ] 65+

Sex: (1) [ ] Male (2) [ ] Female

Ethnicity: (CHECK ALL THAT APPLY)

(1) [ ] African American (4) [ ] Latino (2) [ ] Asian/Pacific Islander (5) [ ] Middle Eastern (3)[ ] Caucasian (6)[ ] Other: ______

Trenton Farmers Market Vendor Survey

Project for Public Spaces is conducting a survey to see how the Trenton Farmers Market can be improved. Please use the enclosed stamped envelope to send the completed survey back to us. Thanks for your time!

1. How many years have you been selling at the market? ______

2. What do you sell at the market? ______

3. Do you sell at other markets or retail venues? [ ] YES [ ] NO

If Yes, PLEASE LIST:______

4. How many people, including yourself, work at your business at the market?

Full Time ______Part Time _____

5. What days of the week do you sell at the market? [ ] Mon. (May 1- October 31) [ ] Tues. (May 1- October 31) [ ] Wed. (May 1- October 31) [ ] Thurs. (All Year) [ ] Fri. (All Year) [ ] Sat. (All Year)

6. Do you sell at the market 12 months a year? [ ] YES [ ] NO

7. How many vehicles do you and your staff drive to Trenton Farmers Market? ______8. What percentage of your customers are: female ______% male ______% 9. In terms of age, what % of your customer are: [ ] 0-20 [ ] 21-35 [ ] 36-50 [ ] 51-65 [ ] 65+ 10. What percentage of your customers are:

Caucasian ______% African American ______% Asian/Pacific Islander ______% Trenton Farmers Market 67

Latino ______% Eastern European ______% Other ______%

11. How many customers do you have per day, on an average day at the market?

Mon. ______Tues. ______Wed. ______Thurs. ______Fri. ______Sat. ______

12. (FOR PRODUCE VENDORS ONLY): Do you accept WIC/FMNP coupons? [ ] YES [ ] NO

If yes, what % of your gross annual sales are from WIC/FMNP coupons? ______%

13. (FOR FRESH FOOD VENDORS): Do you accept EBT/Food Stamps coupons?

[ ] YES [ ] NO

If yes, what percentage of your gross annual sales are from EBT coupons? ______%

14. Do you sell wholesale to restaurants from the market? [ ] YES [ ] NO 15. What are your two best months for sales? ______

16. What are your two worst months for sales? ______

17. Have your sales increased or decreased in the last three years? [ ] Increased [ ] Decreased [ ] Stayed about the same

To what do you attribute this trend ______

18. What festivals or events at the market help your sales? ______

19. How satisfied are you with Trenton Farmers Market? (1=Extremely Dissatisfied and 10=Extremely Satisfied)

Extremely Dissatisfied Extremely Satisfied Variety of fresh food products 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Quality of fresh food products 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 General prices 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Trenton Market as a convenient location to shop 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Selection of ethnic or specialty foods 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Places to eat at Trenton Market 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Ambiance, atmosphere, or charm of Trenton Market 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Condition of bathrooms 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Trash collection 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Adequacy of parking at Market 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Overall cleanliness of market 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Rental Rates 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Accessibility of parking lot, street crossings, etc 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Adequacy of Snow removal 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Quality of Customer Service 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 The amount of space of your booth/stall 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 68 Trenton Farmers Market

Amount of Advertising and Marketing 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Lighting 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Quality of Entrances 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Frequency/Quality of Events 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Condition of Market Building/Structure 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Garage Doors 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Storage Area 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Width of Aisles 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10

20. Which, if any, of the following changes to Trenton Market, do you think would increase the number of times a customer visits the market? (Check ALL that Apply)

[ ] Better Public Transportation to the market [ ] More residential development near the market [ ] Have extended hours in early evenings (seasonally) [ ] Have early morning hours before 9am [ ] Open the Market on Sundays regularly [ ] More parking [ ] More farmers selling produce [ ] More farmers selling Organic [ ] More Specialty foods (meat, fish, poultry) [ ] More Ethnic foods or Added Value products [ ] More arts and craft items [ ] More festivals and events [ ] More café/lunch-counters [ ] More places to sit [ ] More heating in winter [ ] More air conditioning in summer

21. How else could the market be improved? ______

22. Who do you consider your current biggest competitor? ______

23. Who do you think your biggest competitor will be in the future? ______

24. What new facilities (i.e. storage space, food prep. space, etc) would you like to see at the market that would be useful to your business? ______

25. If you are a farmer, how many acres to you have under cultivation for the market? ____

26. How much longer are you planning to keep your business at this market? ______

What factors influence this decision? ______

27. What ideas do you have, if any, to expand or change your business at the market? ______

28. What do you like best about the market? ______Trenton Farmers Market 69

29. What is the greatest benefit of the market to the community? ______

Please tell us a little about yourself. ALL ANSWERS WILL BE COMPILED & INDIVIDUAL RESPONSES WILL NOT BE REVEALED

Could your business be classified as? (1) [ ] Women owned (2) [ ] Minority owned (3) [ ] Both (4) [ ] Neither

What percentage of your annual income comes from selling at the Trenton Farmers Market? ______%

Age: ______Sex: [ ] Male [ ] Female

Ethnicity: (CHECK ALL THAT APPLY) [ ] African American [ ] Asian/Pacific Islander [ ] Caucasian [ ] Latino [ ] Eastern European [ ] Other:______

What is your home Zip Code? ______

OPTIONAL: Your Name: ______Name of Business: ______Address: ______

HALO FARM SURVEY

1) What zip code do you live in? ______

2) How many times have you visited Halo Farms in the last 12 months? (CHECK ONE) [ ] 1 –5 times [ ] 6 – 10 times [ ] 11 – 20times [ ] 21 – 50 times [ ] more than 50 times

3) Do you ever shop at the Trenton Farmer’s Market? Yes ______No ______

4) How many times have you visited the market in the last 12 months? (CHECK ONE) [ ] 1 –5 times [ ] 6 – 10 times [ ] 11 – 20times [ ] 21 – 50 times [ ] more than 50 times

5) Have you been there today or do you plan to visit there today? Yes ____ No ____

6) Are there any changes that could be made at the Trenton Farmer’s Market that would encourage you to shop there more often? ______70 Trenton Farmers Market

ISLES SPIRIT WALK SURVEY

1) What zip code do you live in? ______

2) Please list the stores where you shop for groceries: ______

3) Do you ever shop at the Trenton Farmers Market? Yes ____ No ____

4) How many times have you visited the market in the last 12 months? (CHECK ONE) [ ] 1 –5 times [ ] 6 – 10 times [ ] 11 – 20times [ ] 21 – 50 times [ ] more than 50 times

5) Are there any changes that could be made at the Trenton Farmer’s Market that would encourage you to shop there more often? ______Trenton Farmers Market 71

APPENDIX C – STAKEHOLDERS

LastName FirstName Title Organization BusinessPhone E-mail Address Aaronson April Director Mercer Co Human Svcs 609-989-6526 [email protected] Ball Jack Manager Trenton Market 609-695-2998 [email protected] Barash Ivan The Watch Doctor 609-396-1116 Bellino Louis Honey of a Nut 609-989-0950 Bierbaum Martin Executive Director Municipal Land Use Center at TCNJ 771-2831 Boclair Linda Program Asst. Camden AHEC 856-566-2737 [email protected] Breece George Trenton Market Vendor Bromley Barbara Horticulturalist Extension Services [email protected] Calabro Robert Profirios 609-984-8851 Cammasso Michael Assoc Prof, Ag Economics Rutgers, Cook Coll of Ag 732-445-3934 [email protected] Cannon Ann Freeholder Mercer County Carabelli Anthony Freeholder Mercer County Carson Robert Vice President, Operations Levin Management Corporation 908-226-5282 [email protected] Carten Andrew Planning Director City of Trenton Planning Division 609-989-3502 Cartlidge Jim Cartlidge Meats 609-396-3966 Catalano Patricia Pattie's Avon Colavita Pat Freeholder Mercer County Cooper Tom Tab Sox Damico Donna Damico's Farm 609-758-7742 Davies Steve Sr. VP PPS 212-620-5660 [email protected] DeFiccio Judee Pineland Farms 609-392-1550 DeLeon Miguel Local Farms Docherty MaryJane Cedarville Farms 609-448-2900 Estenes Henry Sandy Acres Farm 609-349-9119 Fountain Susan Fam & Comm Health Svcs Mercer Ag Extension 609-989-6835 [email protected] Fox Michael M&B Sales Gaugliardo Carmen Italian Peoples Bakery 609-396-3200 Gigliotti Michelle Franca Bakery 609-394-8870 Glickman Norman Vice Provost Rutgers, New Brunswick 732-932-3133x570 [email protected] Good Ronald Chief, Market Development NJ Dept of Ag 609-984-2278 [email protected] Guzman Cesar El Chido Hamilton Keith Freeholder Mercer County Harrison Thelma Angel's Scents Harun Fadil Farmer's Country Store 609-396-3026 Heitman Chris Project Manager PPS 212-620-5660 [email protected] Holmes Linda Exec Director NJ Dept of H&SS. Minority & Multicultural Health 609-292-6962 [email protected] Huber Les Hubby's Hughes Brian County Executive Mercer County Johnson Liz COO Isles, Inc 609-341-4709 [email protected] Jones Deborah Director NJ Dept. of H&SS, NJ WIC Services 609-292-9560 [email protected] Kaczorowski Albert The Crab Shack 609-695-4552 Kaczorowski Grace Pulaski Meats 609-599-4206 Kaufman Neal Co-director; UCLA project lead UCLA Center for Healthier Children, Families and Communities 310-423-6386 [email protected] Kershaw Latawnia Ladybug Food and Catering 609-989-7577 Knox Dan SADC [email protected] Kraft Kate Former HIA program officer RWJF (?) [email protected] Krawczun Richard Municipal Manager Township of Lawrence 609-844-7004 Kull Robert Principal Planygy, LLC (for ETRA) 908-295-7739 [email protected] Lawson Matthew Principal Planner Mercer Co Planning 609-989-6545 [email protected] Lewis Donna Director Mercer Co Planning 609-989-6545 [email protected] Like Russel Area Planner Office of Smart Growth - DCA 292-7156 Losi Mary Ann And Everything Nice 609-273-4573 Mack Tony Freeholder Mercer County McLoughlin Janet Chairman of the Board Ewing Township Redevelopment Authority 609-989-5646 McManimon James Business Administrator Ewing Township 609-538-7605 Merkle Bob Olsson's Fine Food 609-394-2798 Micai Kenneth K&M Jewelry Micharski Bill Bill's Coins Mount Gary Terhune Orchards 609-924-2310 [email protected] Mount Pamela Councilwoman Township of Lawrence 609-924-2310 [email protected] Muoio Elizabeth Freeholder Mercer County Muscenti John Trenton Market Vendor Newman William Withum, Smith & Brown Newman-Schell Kathe Asst Prof Rutgers Bloustein School 732-932-3822x556 [email protected] Ortiz Jhilson Senior Ag Program Coordinator Mercer Ag Extension [email protected] Palmer Douglas Mayor City of Trenton Patel Gary Win, Place & Smoke 609-695-0206 Pietras Norman N&M Jewelry Pivnick Elyse VP for Envtl Programs Isles, Inc. 609-341-4723 [email protected] Powers Michael Mayor Township of Lawrence Pribila Wendell Mayor Ewing Township Purcell Monique SADC [email protected] Reilly Jerry President Halo Farm Ripburger Chad Director Extension Services [email protected] 72 Trenton Farmers Market

Roohr Dan Cranberry Hall Farm 609-758-8755 Russo Anthony Russo's Fruit and Vegetables 609-695-8601 Russo Nicholas Russo's Orchard Lane Farm 609-259-3684 Russo Nick Russo's Orchard Lane Farm 609-259-3684 Simone Jeri-Lynn Totes & Things Specca John Specca Farms 609-443-7565 Sussman Andrea Executive Vice President Nexus Properties 609-396-6800 Targia Santo Santo's Sox Van Handel James Cedarville Farms 609-443-6257 Walter Lucylle Freeholder Mercer County Watson Aaron Director Transportation & Infrastructure Williams Larry Trenton Market Vendor Wolff Carol Exec Dir Camden AHEC 856-963-2432x202 [email protected] Fennelly Jerry President NAI Fennelly Associates, Inc 609-520-0061 [email protected] Dougherty Tim Executive Director Project Freedom, Inc. (609) 448-2998 [email protected] Bajwa Kausar Dealer Aamco Transmissions 609-599-3990 Obleada Mel Business Manager Children First Medical Care 609-394-9599 Amer Mahmoud Proprietor The Crab Trap 609-695-7667 Persichilli Carlo Proprietor Carlo's Auto Repair Satwah Vijay Manager, Tiffany Woods Vinsun Development, LLC 732-422-7777 [email protected] Manfredo Joseph President All Clean Janitorial & Restaurant Supply 609-695-1010 Smythe Bob Director, Sales & Marketing Melcor Division of Laird Technologies 609-393-4178 [email protected] Catawich Tony Manager Volk Tire 609-695-6215 Trenton Farmers Market 73

APPENDIX D – PLACEMAKING WORKSHOP NOTES

PLACEMAKING NOTES Trenton Farmers Market April 20, 2006

Group 1 (West and North; Halo Farm)

Liked Best: • Food • Presence of Halo Farms and their fake cows

Uses and Activities: • Halo Pub – if it’s in Princeton, why not here? Have an eating area outside • Crafts fair/Outdoor sales • Theme parties to get the market to stay open later: 1950s party, cruise night with old cars • Coordinate with local restaurants – have food fairs • Increase participation in the Extension’s agriculture education and 4h services by moving the Extension to the corner and having the entrance face the market – increase Visibility and improve access to services

Access: • Improve the “life threatening area -” crossing Spruce • Add park area along Spruce street and have Halo and the market share an entrance; reconfigure with the shopping center across the street; add crosswalks; right turn only entrance; • “pothole alley”: needs to remain open; discourage car use, but don’t forbid cars; (instead of curbing, have curve down into the middle – dip makes you drive carefully and slowly) • “Smoke shop”: needs a facelift; add a cigar bar next to it; • More parking

Short term improvements: • Add more greenscaping; add trees • Add street lights that are pedestrian friendly • Create places to sit inside and outside • Improve Signage – (Halo has good signs)

Long term Improvements • Improve Restrooms – getting the key is too complicated; maybe work out an arrangement with Halo; • Bring in Restaurants • Decrease asphalt GROUP 2 (Spruce Street side)

Changes to make/Ideas:

Utilize existing resources/”Make due with what we have” – keep the Extension building, but make it more appealing visually. For example, Columbus Market utilizes murals – adding them inside and out would make a big difference. Put them on the side of the extension.

Traffic and Access: • Parking Lot is not efficient – have to drive around to exit; • The Amoco owner is willing to relocate so people can exit straightaway; • Connect the Crab Shack to other buildings – increase cohesion, improve appeal for families • Have an open market area near the road – Increase visibility in the front; (utilize WalMart’s coming in as a positive 74 Trenton Farmers Market

– it will bring more people to the street – get them to the market) – Take advantage of fact that WalMart has to move wiring underground – market could use electricity. • Improve the bus stop – add a shelter; • Make getting to the market safer for people who do not drive on their own; • Add a brick walkway between the market and the shopping mall plaza • Move parking to the back; • Create better sidewalks to enter the market;

Signage: • Corner property: Add a big sign; maybe a park or fountain – it’s the gateway – welcome people in and draw (drivers, passer-bys) to the market • Add a huge sign – (can’t see the rooftop sign); add a sign that goes across Spruce Street; highlight the building’s history – 1948;

Beautify/Landscape: • Consolidate dumpsters; • Add trees - Plant behind Capital Plaza so it is not just a stark wall • Line entrance way behind market with trees; add flowers – trees are maintained by themselves;

Modernize, but keep its authenticity and age alive – don’t let it lose its character.

GROUP 3 – (Princeton Avenue side)

Liked Best: • Dynamic location (middle of three cities/counties, lots of pass-by traffic) • Local feel – history since 1948 • Easy Access – once you find it you can get in and out fast • Fresh local flowers • Ethnic foods – Polish • Diversity

Would Like to See: • Seating • Gathering places • Covered Spaces/Shades – awnings, tables and chairs; Shade trees and shrubs • YUPPIES with disposable income (They go to Wegmans and Whole Foods - get them to the market) • Entertainment: • Work with the colleges to have music shows, festivals • Ethnic Festivals • Demonstration Kitchen – for local chefs, colleges • Movie Screenings – farmers, bakers, local history • Work with Knapps Bike shop to do something with Bikes; • Farm Showcase – consumer Education (especially good for schools and kids); tours of the market; • Education for KIDS • Awnings • Culinary Training/Students and classes; entrepreneurs; (eg Make Mozzarella at Italian festivals and people love it)

Layout: • Better connected sub-parcels • Improved Lighting and crosswalks • Concentrate the dumpsters/trash – too spread out at the moment; Put a fence around it; Trenton Farmers Market 75

Access: • Market as transit hub • Visitor Information • Create Standard Hours and days! Makes it easier for customers; people can be sure when they can come to the market; builds trust

Retail: • Coffee Store • Wine Store • Restaurants • Micro-brewery • Kitchen supply store – sell local pottery, pots and pans

Alley to Princeton • From alley to Mulberry St. there should be one huge building • Make the alley a pedestrian walk with lights; • Car Free • Add multi-family residential housing above it; (3 story building) • Flowers along the streets; Partners: • NJ Network • Rutgers • Office of Info and Technology • Wholesale and retail food suppliers/pots and pans • Coffee shops • Extensions (Extension Building should go to back area – it blocks the market; use it for educational programs; a kitchen) • Mercer County College • Music Schools • TCNJ • Knapps Bike Shop

GROUP 4 – (West and South wings – interior and entrances)

Issues and Challenges: • Need seating indoors • Signage: • Info about what’s in season and that it is year round; • Who is selling what • Public Awareness/Negative Perception and Name Recognition

Liked Best: • Tradition • Fresh food • Personality

Access and Linkages: • Add crosswalks • Consolidate curbcuts • Work with buses • Make more pedestrian friendly 76 Trenton Farmers Market

Features: • Develop Infrastructure • Hang Banners and umbrellas • Add Signage – outside and inside • Create Seating options • Implement pedestrian friendly Lighting • More displays outside

Retail: • More NJ products – capitalize on growing NJ wine industry • Ethnic products – appeal to growing immigrant communities • Coffee

Uses and Activities • At slow times of year, do public outreach – concerts, demos; (Close a wing for events) • Attract workers nearby • Host children’s activities • Coordinate events between Extension, the market, social service agencies/senior programs/FMNP

New Development Around the market: • Park • Water feature • Bike racks • Incubator/Commercial kitchen • Village atmosphere

Partners: • County and local government (maybe State dept of ag) • Health and Human Services; FMNP • Local municipalities • Faith based groups • Neighbors living near by • Schools • Senior centers

Group 5 – (East and North wings – interior and entrances)

Major Issues: • Terrible Signage – internal and external • Confusing entrances • No directory • Internal circulation confusing • Negative perception of the market – given the name • Driveways are scary

Liked Best • Customers • Diversity • Aisles • Covered • Friendly vendors Trenton Farmers Market 77

• Urban/Rural mixing • Only year round market in the state

Improve • Add a directory of vendors – who is where • Have farmers at all entrances – and outside • Improve pedestrian walkways – plantings, brick walkways • Improve traffic patterns – in one way and out the other – clear entrances and exits! Allow them to see the whole market • Use spaces between crosses that are outdoors – fill with produce; • Make driveways one way – too scary!!!

Amenities: • Plantings at all entrances and in vacant areas • Benches for resting • Sewers and sinks for vendors • Ventilation • Misters • Lighting • More color • PAINT the pavement for pedestrians – link all buildings before larger changes can be made

Retail • More Jersey Fresh! And Restaurants using these products • Vegetarian options • Juice bar • “Real Farm” products

Uses and Activities • Planting demos • 4H events • Gardening • Landscape contest to design vacant areas • Radio broadcasts • Pumpkin carvings • Garden art • Music – live

Partners • Music from the schools – Fisher Middle School • NJ Fresh Iron Chef – cooking demos • Environmental education – work with these groups 78 Trenton Farmers Market

APPENDIX E – REPG REPORT Real Estate Planning Group, Inc. 1030 N. State St. Suite 18-L Chicago, IL 60610-2829 www.REPG-Lund.com E-mail: [email protected] Phone 312 751-1250 Fax 312 951-8150

The Trenton Farmers Market location offers an exceptional opportunity. At the equivalent of a five-minute drive time, only one other supermarket location in the Trenton area (Super Foods) provides convenient access to as many customers. Within a five-minute drive time, the drive-time contour reaches 97,287 people living within 32,225 households, with an average annual household income of $47,039.

It is a diverse customer base with more than two out of five customers of African-American heritage; more than one in five is Hispanic. The average household size is 2.9 people.

The Trenton supermarket alignment has changed significantly in the past few years. Ahold, which owns Stop & Shop closed its G-Food stores, and Supremo opened two stores in inner-city locations. Two chains, Acme with five stores and Shop Rite with six stores provide the most comprehensive coverage of the Trenton market area. Real Estate Planning Group’s (REPG) analysis of these two chains show that they have located their stores the equivalent of about a ten-minute drive time apart, so that each store has the equivalent of a five-minute trade area where most of their customers likely live. The five-minute drive time equivalent is similar to a two-mile radius.

REPG uses drive time contours for our analysis, because they represent the shape of actual trade areas better than traditional rings centered on a store. However, it is not the time it takes to create the contour that is important, but the shape of the trade area that best demonstrates the approximate distances that separates stores and defines their primary trade area. It just happens that the contour approximates a five-minute trade areas between two stores of the same chain meet and do not “cannibalize” the trade area of their other stores, with obviously some exceptions. The drive times, while very accurate, do not consider local congestion, which at certain times may reduce the ability to travel these distances within the period.

A survey conducted by PPS that asked 400 shoppers at the Trenton Market in what zip code they live and found that half the respondents live within three nearby zip codes and that 75% of the customers live within other nearby zip codes. The zip codes that represent half the customer’s domicile extend about three miles from the Market and the 75% zip codes extend up to North Brunswick Township. Unfortunately, zip codes are not of uniform geography and we cannot identify where customers live within the zip code. Therefore, it is unclear, for example, if those that live within the Princeton zip code are clustered in the western section of the zip area that is about six miles from the Market or if they are distributed more evenly throughout the zip code that extends eighteen miles northeast of the Market. REPG experience would indicate that customers generally would live closer to the Market. Trenton Farmers Market 79

The primary area defined by zip codes from the customer survey at the Market show that half the customers come from within a ten-minute drive time of the Market. However, in this analysis, REPG has used the five-minute drive time contour to reflect what we call the primary trade area. REPG’s based it decision to select a five-minute drive time on the observation that some of the ten-minute area is not covered within the survey area; however, most of reliance on the five-minute area is its similarity to supermarkets. While REPG realizes that markets are distinctively different from supermarkets, we believe that a Market should show potential on the same competitive geographic basis that many supermarkets operate. In addition, this drive time contour provides a consistent comparison with other locations in the Trenton area.

Besides Acme and Shop Rite, a few of recognized supermarkets serve the Trenton area with just one or two stores: these include Stop & Shop and Super Fresh. High-end supermarkets like Wegmann’s and Whole Foods also have a presence in this market as does BJ’s Club, Sam’s Club, and Aldi. A smaller chain, Supremo operates Supreme and Super Food in inner city locations. Marrazzao’s Thriftway has two stores and McCaffery’s, which serves the Princeton area also, has two stores.

The Trenton Market is well positioned to serve a dense market area. REPG identified eight supermarkets as direct competitors for fresh food products that compete with the Market. These stores include:

• Lalor Market a small grocery store • Super Fresh (A & P), a larger supermarket in Independence Mall (replaced a former Foodtown), • Supreme Foods a small supermarket who along with Super Foods at approximately the same size and operated by the same owner (Supreme is a new supermarket, but Super Foods replaced a C-Town supermarket, which closed in January 2005 after only eight months in business.) • Aldi – what is known as a box-store, • Shope Rite a large supermarket that serves more affluent customer • Acme a large supermarket that serves a moderate income customer • Marrazzo’s Thriftway, a local operator with a high level of service.

Two additional supermarkets previously served this market have recently closed. Super G at the Roebling Market and at Capital Plaza across from Trenton Market closed. Super G was operated by Stop & Shop and owned by Netherlands-based Ahold. 80 Trenton Farmers Market

REPG analyzed the market share potential of the Trenton Market considering the eight operating stores in the five-minute drive time contour area. Further modeling considered the effects of a reopening of the Roebling Market location, the Capital Plaza location, and the effects of both locations becoming operational.

REPG’s estimate based on the average household incomes within the five-minute drive time contour that the gross fresh food potential is:

Gross Potential Generated within 5-minute Drive Time Contour of Trenton Market Selected Food Categories Estimated Gross Annual Potential Bakery Products $10,731,000 Meats, Poultry, Fish, & Eggs $29,357,000 Fresh Produce $18,626,000

The application of the Huff Gravity Model estimates the probability of Trenton Market capturing 13% market share based upon a 30,000 square foot Market and the eight stores mentioned above that REPG believes reflects the bulk of the significant competition.

The estimated theoretical sales potential for the Trenton Market is:

Potential Market Share Generated within 5-minute Drive Time Contour for Trenton Market Selected Food Categories Estimated Annual Share Bakery Products $1,395,000 Meats, Poultry, Fish, & Eggs $3,816,000 Fresh Produce $2,421,000

However, if the Roebling Market finds a supermarket replacement for its 53,000 square foot area the Trenton Market estimated capture drops from 13% to 11%. If just the Capital Plaza, which is adjacent to the Trenton Market finds a replacement for their 55,000 square foot supermarket space, the Trenton Market estimated capture would drop from 13% to 9%; and if both the Roebling Market and the Capital Plaza find a supermarket tenant the capture rate would drop from 13% to 8%.

Potential Market Share Generated within 5-minute Drive Time Contour for Trenton Market with Roebling Supermarket Operating Selected Food Categories Estimated Gross Annual Potential Bakery Products $1,180,000 Meats, Poultry, Fish, & Eggs $3,229,000 Fresh Produce $2,049,000

Potential Market Share Generated within 5-minute Drive Time Contour for Trenton Market with Capital Plaza Supermarket Operating Selected Food Categories Estimated Gross Annual Potential Bakery Products $966,000 Meats, Poultry, Fish, & Eggs $2,642,000 Fresh Produce $1,676,000

Potential Market Share Generated within 5-minute Drive Time Contour for Trenton Market with both Roebling & Capital Plaza Supermarkets Operating Selected Food Categories Estimated Gross Annual Potential Bakery Products $858,000 Meats, Poultry, Fish, & Eggs $2,349.000 Fresh Produce $1,490,000

Trenton Farmers Market 81

It is always possible that other competitors could enter this market. The country’s largest supermarket chain, Wal-Mart has stores in this area, but they currently none of them are operating as a Super Wal-Mart that sells groceries. Also, Target serves this market, but none of their stores have a grocery component as well.

REPG’s estimates are based upon the size of the Trenton Market (30,000 square foot), its competitions size, and their proximity to customers within the five-minute drive time contour. These two factors: size, which is a proxy for selection and distance, which is a proxy for convenience are two import factors in the selection of where to shop for food, but may not be the most important factor or the only factor in the decision process. The purchase decision is very complicated and varies among householders. Some of the other important selection criteria are price, quality, and cleanliness in addition to others. The ability of the Market to identify and then execute on serving its customers needs, will decide its ultimate market share.

Trenton Market and Effective Competition showing Market Share Concentration

Moreover, while we have defined the primary trade area as the five-minute drive time contour, we know from the PPS survey that customers come from beyond this area. We estimate that the five-minute drive time contour may represent half the customer base.

These market share estimates provide sense of magnitude of the scale of available dollars that are in the marketplace and might be achievable if the Market addresses all the other factors appropriately. 82 Trenton Farmers Market

Supermarkets within Trenton Area

Trenton Market Shares with addition of Roebling Market Trenton Farmers Market 83

Trenton Market Shares with addition of Capital Market

Trenton Market Shares with addition of both Roebling Market and Capital Plaza supermarkets. 84 Trenton Farmers Market

The dark green shows the areas where the population density is equivalent to 10,000 people per square mile or higher. The middle green shade shows urbanized areas where population is between 1,000 and 10,000 people per square mile, and the lightest shade shows non-urbanized areas where population is below 1,000 people per square mile.

Map shows where households have either grown or declined from 1990-2000. The dark green areas show areas where households have grown and then light tan shade shows where households have declined.

Between 1990 and 2000, we estimate that the area within the five-minute drive time contour lost 2.2% of its households dropping by 748 households from 33,808 to 33,060. The estimate for this area for the period of 2000 to 2005 is that this area has declined by an additional 2.5% and now has 32,233 households. This is a decline of 827 households within the last five years. Trenton Farmers Market 85

Hispanic Population Growth. The dark green area shows where the Hispanic population grew and the tan color areas show areas where Hispanic population declined. While the number of households has declined in the area, the Hispanic population has grown from 1990-2000 the five-minute drive time contour added 4,405 people of Hispanic origin. This was almost twice what the African-American population grew (2,319 persons) over this same period. The Asian population grew by just 269 people and the White population declined by 11,173 people.

Average Household Income. The dark green areas show the affluent areas where average household incomes are $100,000 and above. The next darkest shade of green are where average household incomes are between $65,700 to $100,000; the next lighter shade of green shows average household incomes between $41,100 to $65,700 (low-moderate income); and the lightest shade of green shows average household incomes below $41,045 (low-income). This median household income the Trenton MSA is $82,091. 86 Trenton Farmers Market

Map shows the areas where the top 20% of employment is located by density per square mile. Within the 5-minute drive- time contour, approximately 66,100 employees work.

Map shows where we find the highest expenditure potential for produce. Dark green shows where expenditure potential per square miles for highest 20% of areas. Trenton Farmers Market 87

Shoprite locates their stores to provide a 5-minute primary trade area with some exception.

Acme locates their stores to provide a 5-minute primary trade area with some exceptions. 88 Trenton Farmers Market

APPENDIX F – ENTRY COUNT RESULTS

% of Time Door Location In/10min Out/10min In/hour Total Out/hour % of Total 9:35-9:45 1 1 East Wing 5 6 30 36 10:35-10:45 1 12 8 72 48 11:35-11:45 1 18 8 108 64 1:10-1:20 1 17 16 102 96 2:10-2:20 1 7 13 42 78 Total 59 51 354 11% 322 10%

2 East Entrance of 9:45-9:55 2 North Wing 0 1 0 6 10:45-10:55 2 10 9 60 54 11:45-11:55 2 13 11 78 66 1:20-1:30 2 3 6 18 36 2:20-2:30 2 5 6 30 36 Total 31 33 186 6% 198 6%

3 North 9:55-10:05 3 Wing 14 12 84 72 10:55-11:05 3 12 7 72 42 12:30-12:40 3 10 16 60 96 1:30-1:40 3 14 14 84 84 Total 50 49 300 9% 294 9,5%

4 West Entrance of 10:05-10:15 4 North Wing 20 14 100 84 11:05-11:15 4 23 24 138 144 12:40-12:50 4 9 26 54 156 1:40-1:50 4 27 20 162 100 Total 79 84 454 14% 484 15,5%

10:15-10:25 5 5 West Wing 41 38 246 228 11:15-11:25 5 48 51 288 306 12:50-1:00 5 50 54 300 324 1:50-2:00 5 29 26 174 156 Total 168 169 1008 31,5% 1014 33%

6 South 10:25-10:35 6 Wing 27 30 162 180 11:25-11:35 6 44 33 264 198 1:00-1:10 6 44 44 264 264 2:00-2:10 6 37 27 222 162 Total 152 134 912 28,5% 804 26% Total 539 520 3234 3120 Trenton Farmers Market 89

APPENDIX G – PARKING COUNT RESULTS

Parking Lot Occupancy 19-Nov-05

Total Number of Spaces: 29 20 13 30 92 61 86 239 ? 91

NW Location A= Spruce Lot A- A- A- C(NE D A-1 2 A-3 4 Total %B%Lot) % TOTAL E(County) % (Halo) % total Time 10:00 18 13 11 20 62 67% 55 20 23% 95 5 30 33% 130 0 11:00 26 20 13 30 89 97% 64 41 48% 135 12 41 45% 188 0 12:00 25 17 12 28 82 89% 59 55 64% 142 19 47 52% 208 0 1:00 28 20 13 30 91 99% 62 45 52% 137 17 61 67% 215 0 2:00 18 16 13 21 68 74% 57 56 65% 134 13 41 45% 188