Attendance numbers and vendor participation increased with a new location. One day this season, a total of 96 booths sold produce and goods, up from a maximum of 76 once last year.
Farmers will pick up their tomatoes, squashes, grapes and fresh-cut flowers Wednesday, pack them into their trucks and wave goodbye to Hollister as the Downtown Certified Farmers’ Market finishes the year from its new location on San Benito Street.
“Everyone had increased sales,” said Tammy Jackson, the market manager. “There definitely seems to be a much greater traffic flow.”
This year, the market – which runs for 21 weeks from May through September – moved from its former location on Fifth Street to the city’s main street.
Attendance numbers and vendor participation increased with a new location. One day this season, a total of 96 booths sold produce and goods, up from a maximum of 76 once last year, Jackson said. An estimated 6,000 people visited the market on the busiest days, though there was no official count because there were too many side entrances to the main street to get an accurate idea on the number of attendees, Jackson said. At the market’s former site, there were 4,500 visitors counted last year, she said.
“It’s amazing how many people said this was their first year coming down,” Jackson said.
Local shopowners’ reactions to the new market location have been mixed – with some capitalizing on the influx of people and others saying the music is disruptive and there is not enough parking to accommodate crowds and customers.
“It’s been interesting,” said Jackson with a laugh. “As with on Fifth Street – it’s the same wherever you go. You have ones that don’t like it and ones that embrace it.”
Some shopowners such as Charisse Tyson, owner of Johnny’s Bar & Grill, originally told Jackson they were concerned about the market’s move to the city’s main street, but have since changed their tune. Tyson was worried the market food vendors would hurt her lunch crowd, but she eventually started a Wednesday Bingo Night to help bring in people, Jackson said.
It’s not just the location that’s different this year, as the market extended its hours by 30 minutes to accommodate commuters, premiered a series of weekly cooking demonstrations and coordinated with local owners of classic antique cars to set up monthly showings.
“It’s funny how many people have stopped and said, ‘Why don’t you guys go year-round or extend a few months?’” Jackson said.
But the market isn’t quite ready for that, she said. The foot traffic tends to drop in September and with it goes the vendors’ interest in returning to Hollister.
Other changes to the market this year included more music. The goal was to have music on the north and south ends of the street at each market, but sometimes there was only one performer, Jackson said.
“We’ve had music before but it was kind of sporadic, but for some reason this year it was really easy to fill and we had people calling us,” Jackson said.
Challenges to tackle next year include the reoccurring issue of dogs. A city ordinance prevents man’s best friend from walking the city streets during a market unless they are service dogs, but several market attendees brought their pets despite the signs and some took home hefty fines from animal control officers.
“Again, we have to follow the ordinances. If the city were to change and become dog friendly like Carmel then that would be different,” said Jackson, referring to the seaside city where four-footed friends can go just about anywhere – including into restaurants.
Another market feature still in development is the cooking demonstrations, which started this year. The demos will return next year, possibly along with a new wine-tasting area if the proper permits can be secured, Jackson said.
Until then, the little market is winding down for the winter. Its visitors are back in fall mode, with students in school and the community preparing for the San Benito County Fair, Jackson said.
