Year-Round Farmers Market Feasibility

YEAR ROUND
FARMERS MARKET
FEASIBILITY STUDY
BAY CITY, MI
Figure 1 (Webber, 2015)
Spring 2016 Year-Round Market Feasibility Study
Andrew Bennetts
Kevin Choi
Lauren McGuire
Sarah Wallace

Year Round Farmers Market Feasibility Study Bay City, MI
Page 1
Report By
Andrew Bennetts
Kevin Choi
Lauren McGuire
Sarah Wallace
Prepared by
School of Planning, Design, and Construction
Michigan State University
Human Ecology Building
552 West Circle Drive
East Lansing, Michigan 48824
Prepared for
Bay Area Chamber of Commerce
901 Saginaw Street
Bay City, Michigan 48708

Page 2
Table of Contents
LIST OF FIGURES...................................................................................................4
LIST OF TABLES .....................................................................................................6
ACKNOWLEDGEMENTS .......................................................................................8
ABOUT MSU PLANNING PRACTICUM .................................................................8
ABOUT BAY AREA CHAMBER OF COMMERCE ..................................................8
PROJECT GOAL STATEMENT................................................................................8
EXECUTIVE SUMMARY.......................................................................................10
Recommendations .............................................Error! Bookmark not defined.
WHAT MAKES A SUCCESSFUL YEAR-ROUND MARKET? ...................................13
SOCIO ECONOMIC PROFILE ............................................................................15
Location.............................................................................................................. 15
History of Bay City.............................................................................................. 17
Agriculture in the Region.................................................................................. 18
Population .......................................................................................................... 19
Population and Housing................................................................................. 20
Age and Gender............................................................................................... 20
Racial Distribution.............................................................................................. 25
Educational Attainment................................................................................... 28
Income................................................................................................................ 29
Occupation........................................................................................................ 30
Occupation by Industry ................................................................................... 31
Family Composition........................................................................................... 34
Health Indicators ............................................................................................... 35
Summary............................................................................................................. 36
EXISTING CONDITIONS OF MARKETS ...............................................................38
Downtown Bay City Farmers Market.............................................................. 39
Bay County Farmers Market ............................................................................ 43
Transit to and from the farmers markets ........................................................ 45
CURRENT PRODUCE AVAILABILITY ...................................................................48
SOCIAL IMPACT OF MARKETS ..........................................................................51
How Markets Create a Sense of Community ............................................... 51
Public Markets Bring Together a Diverse Group of People......................... 51

Page 3
Difficulties in Local Food Systems.................................................................... 52
HEALTH IMPACTS OF MARKETS.........................................................................54
Introduction........................................................................................................ 54
Public Health and Nutrition Programs & Markets ......................................... 54
ECONOMIC IMPACTS OF MARKETS .................................................................56
Introduction........................................................................................................ 56
Demands ............................................................................................................ 57
CASE STUDIES ....................................................................................................59
Introduction........................................................................................................ 59
Midland............................................................................................................... 64
Saginaw .............................................................................................................. 67
Flint....................................................................................................................... 69
Grand Rapids..................................................................................................... 71
Kalamazoo ......................................................................................................... 73
Lansing City Market........................................................................................... 75
Allen Street Farmer’s Market............................................................................ 77
POTENTIAL SITE ASSESSMENT ............................................................................80
Assessment Criteria ........................................................................................... 80
Site 1 .................................................................................................................... 81
Current Bay County Farmers’ Market Structure and Adjacent Vacant Building 81
Site 2 .................................................................................................................... 83
1251 N. Water Street Potential Farmers’ Market Site ................................. 83
RECOMMENDATIONS........................................................................................86
Summary............................................................................................................. 86
1. Attracting Farmers...................................................................................... 88
2. Involve the Community and Promote Market Pride ............................. 91
3. Set and Meet Vendors’ Financial Expectations .................................... 94
4. Help Small Growers Meet Food Demands ............................................. 96
5. Prevent Lack of Cash Sales....................................................................... 97
6. A Steady Supply of Customers ................................................................. 98
7. Encourage Producer-Only Vendors ........................................................ 99
APPENDICES ....................................................................................................102
Case Study Evaluation Criteria...................................................................... 102
List of Vendors at Michigan Farmers Markets ............................................. 103
Midland........................................................................................................... 103
Saginaw.......................................................................................................... 104

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Flint................................................................................................................... 104
Grand Rapids................................................................................................. 106
Kalamazoo..................................................................................................... 107
Lansing City Market ...................................................................................... 112
Allen Street Farmers Market......................................................................... 113
Bay County Markey Survey............................................................................ 114
REFERENCES.....................................................................................................124
List of Figures
Figure 1 (Webber, 2015) ..............................................................................................................0
Figure 2 Map of Bay County within Michigan....................................................................... 15
Figure 3 Map of Bay City within Bay County......................................................................... 16
Figure 4 Scene on the boardwalk at Wenonah Beach around the turn of the century
(Dodson, 2015)........................................................................................................................... 17
Figure 5 A topper from Schlicker Farms cuts the leaves off of the sugar beets to then be
harvested (Ray, 2014) ............................................................................................................... 18
Figure 6 Age and Gender Distribution in Bay County (United States Census Bureau,
2010) ............................................................................................................................................ 22
Figure 7 Age and Gender Distribution in Bay City (United States Census Bureau, 2010)22
Figure 8 Age and Gender Distribution in the City of Midland (United States Census
Bureau, 2010).............................................................................................................................. 23
Figure 9 Age and Gender Distribution in the City of Saginaw (United States Census
Bureau, 2010).............................................................................................................................. 23
Figure 10 Age and Gender Distribution in the State of Michigan (United States Census
Bureau, 2010).............................................................................................................................. 24
Figure 11 Bay City Racial Distribution (United States Census Bureau, 2010)..................... 25
Figure 12 Midland Racial Distribution (United States Census Bureau, 2010) .................... 25
Figure 13 Saginaw Racial Distribution (United States Census Bureau, 2010).................... 26
Figure 14 Bay County Racial Distribution (United States Census Bureau, 2010) .............. 26
Figure 15 State of Michigan Racial Distribution (United States Census Bureau, 2010) ... 27
Figure 16 Racial Distribution Comparison (United States Census Bureau, 2010) ............. 27
Figure 17 Educational Attainment in Bay City, Midland, Saginaw, Bay County, and the
State of Michigan (United States Census Bureau, 2010) ..................................................... 28
Figure 18 Bay City 2012 Zoning Map....................................................................................... 38
Figure 19 Downtown Bay City Farmers Market Vendors ..................................................... 39
Figure 20 Downtown Bay City Farmers Market Logo ........................................................... 40
Figure 21 Aerial View of Downtown Bay City Farmers Market ........................................... 40

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Figure 22 Ground view of the parking lot used for the Downtown Bay City Farmers
Market ......................................................................................................................................... 42
Figure 23 Downtown Bay City Farmers Market during market hours................................. 42
Figure 24 View from under the pavilion of the Bay County Farmers Market of the For
Sale/ Lease Building across the street and aerial view of the market site ....................... 43
Figure 25 Bay County Farmers Market Pavilion..................................................................... 44
Figure 26 Route 3 of the Bay Metro Bus System (Bay Area Metro, 2016).......................... 45
Figure 27 Photo of Bay Area Metro Bus at Route 11 Stop (Easter, 2014) .......................... 45
Figure 28 All routes of the Bay Metro Bus System (Bay Area Metro, 2016) ....................... 46
Figure 29 Tuthill Brothers Food Market, Bay City, Michigan (Wallace) .............................. 48
Figure 30 Grocery Stores with a 3 mile radius of Downtown Bay City, Michigan (Google
Maps, 2016) ................................................................................................................................ 48
Figure 31 Example of Farmers Market with Fitness Classes (Midtown Farmers' Market,
2012) ............................................................................................................................................ 51
Figure 32 W.K. Kellogg Foundation Community Members ................................................. 52
Figure 33 Dollars Spent on Groceries Per Household Per Year, Bay City, Michigan (US
Deparment of Labor, Bureau of Labor Statistics, 2008)....................................................... 57
Figure 34 Map of Case Study Locations in Relation to Bay City, Michigan (Google
Maps, 2016) ................................................................................................................................ 60
Figure 35 Case Study Market Hours of Operation ................................................................ 62
Figure 36 Midland Area Farmers Market Shoppers (Michigan Market Maker)................ 64
Figure 37 Map of Midland Vendors and their Proximity to Midland and Bay City Markets
(Google Maps, 2016) ................................................................................................................ 66
Figure 38 Midland Vendor Locations in Proximity to the Midland and Bay City Markets
(Google Maps, 2016) ................................................................................................................ 66
Figure 39 Downtown Saginaw Farmers Market During the Summer Season (Market)... 67
Figure 40 Flint Farmers' Market (Reinvest Flint, n.d.).............................................................. 69
Figure 41 Fulton Street Market, Grand Rapids (Furner)........................................................ 71
Figure 42 Fulton Street Market Shoppers (Fulton Street Farmers Market, 2015) ............... 71
Figure 43 Kalamazoo Farmers Market (Aistars, 2010)........................................................... 73
Figure 44 Vendor, Customer Sale at the Kalamazoo Farmers Market (Jessup, 2009) .... 73
Figure 45 The Lansing City Market's new location overlooks the Grand River in
downtown Lansing (Hedgecock)........................................................................................... 75
Figure 46 Carrots at Allen Street Farmer's Market (Sanford, 2014)..................................... 77
Figure 47 Indor Allen Street Farmer's Market (Sanford, 2014) ............................................. 77
Figure 48 Building Located Next to the Bay County Market (Wallace)............................ 81
Figure 49 Aerial View of Bay County Farmers Market (Google Maps, 2016) ................... 82
Figure 50 Vacant Building adjacent to the Bay County Farmers Market Pavilion.......... 82
Figure 51 Bay County Farmers Market Pavilion..................................................................... 82
Figure 52 Potential Year-Round Market Building at 1251 N. Water Street (Wallace)...... 83

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Figure 53 Aerial View of 1210 N. Water Street (Google Maps, 2016) ................................ 84
Figure 54 Picture of Site 2 Potential Farmers Market Site (Wallace) .................................. 84
Figure 55 Vacant Building Located on Water Street (Wallace)......................................... 84
Figure 56 Included in the Water Street site is an expansive parking lot and a historic,
rectangular building. (Wallace).............................................................................................. 89
Figure 57 the BAFM Can Act as a Catalyst for Further Downtown Redevelopment
(Eastern Market, n.d.)................................................................................................................ 90
Figure 58 the farmers market hours should be mindful of nearby markets to allow
vendors to attend a variety of markets ................................................................................. 90
Figure 59 Potential Market Logo Created by MSU Practicum Group (Wallace) ............ 91
Figure 60 Potential Facebook Layout for future Bay Area Farmers' Market..................... 93
Figure 61 Michigan Farmers Market Association Logo (Michigan Farmers Market
Association , 2016 ).................................................................................................................... 94
Figure 62 Cheese at a local market (Rough Guides, 2015)................................................ 96
Figure 63 Potential Market Tokens designed by MSU Practicum Team ............................ 97
Figure 64 Food Assistance will contribute to the success of the market (John Hopkins
Center for a Livable Future, 2012)........................................................................................... 98
Figure 65 Certified Local Produce Potential Logo Development by MSU Practicum
Team............................................................................................................................................ 99
List of Tables
Table 1 Top Crops: Bay County and Midland County, 2012 19
Table 2 Population; Bay City, Midland, Saginaw, Bay County, and the State of
Michigan in 1990, 2000, and 2010 19
Table 3 Age and Gender; Bay City, Midland, Saginaw, Bay County, and Michigan 21
Table 4 Income; Bay City, Midland, Saginaw, Bay County, and State of Michigan 2010
29
Table 5 Employment Data; Bay City, Midland, Saginaw, Bay County, and State of
Michigan 2010 30
Table 6 Occupation Data; Bay City, Midland, Saginaw, Bay County, and the State of
Michigan 2010 30
Table 7 Bay City, Midland, and Saginaw 31
Table 8 Industry in Bay City and Bay County 32
Table 9 Industry in Bay City and the State of Michigan 33
Table 10 Households in Bay City, Midland, Saginaw, Bay County, and the State of
Michigan 34
Table 11 Leading Causes of Death in Bay County (2014) 35

Page 7
Table 12 Obesity Rates in Bay County, Midland County, Saginaw County, and the
State of Michigan 36
Table 13 Produce Availability at Grocers in Bay City, Michigan (Google Maps, 2016) 49
Table 14 Bay City, Bay County, Midland, Flint, Saginaw, Kalamazoo, and Grand Rapids
Market Data 59
Table 15 Michigan Farmers Markets; Forms of Payment Accepted 60
Table 16 Michigan Markets Product Availability Data (United States Department of
Agriculture, 2009) 61
Table 17 Zoning, Parking, Size, and Ownership of Markets 63
Table 18 Site Assessment Criteria 80

Page 8
Acknowledgements
The Michigan State University Student Practicum Team would like to thank the following people
and organizations for the assistance in the Bay City Market Study:
Dr. Zenia Kotval, Urban & Regional Planning, Michigan State University
Dr. Rex LaMore, Urban & Regional Planning, Michigan State University
Sirle Salmistu, Urban & Regional Planning, Michigan State University
Ryan Carley, Bay Area Chamber of Commerce
About MSU Planning Practicum
The Michigan State University Planning Practicum course was designed as a means to
provide Urban and Regional Planning students with a real-world experience with the
potential to influence change in a community through planning. The course is student-
led faculty guided and aimed to help students transition from the university setting to a
career in planning.
About Bay Area Chamber of
Commerce
The Bay Area Chamber of Commerce was established in 1882. The chamber acts as a
business leadership organization that services the Bay Area business community in the
Great Lakes Bay Region (Bay Area Chamber of Commerce, 2010).
Project Goal Statement
To promote a stronger economic base by working with the Bay Area Chamber of
Commerce and other stakeholders to assist in the planning and development of a
year-round community market through inventory and analysis of local assets and
conditions and providing preliminary recommendations.

Page 9
Executive
Summary

Page 10
Executive Summary
Urban and Regional Planning students from Michigan State University complied this
report to aid the Bay Area Chamber of Commerce and other stakeholders such as the
City of Bay City and Bay County, by formulating strategies for the revitalization of the
Bay Area Farmers Market.
There are currently two farmers markets located in Bay City. The purpose of this report
was to analyze data and lifestyle information, in conjunction with Michigan case
studies, to determine the feasibility of a year-round market in the Bay Area. Our
research supported the feasibility of a year-round market in Bay City, Michigan. We
researched the methods in which the Bay City Markets can create one successful
community market. We’ve provided a relevant context through evaluating the current
status of the Bay Area Markets, by studying other Michigan markets and their
applicable trends.
We assessed the social impact of markets from both state and national examples of
thriving year-round markets. Next, we researched the health impacts of markets by
examining components such as SNAP/WIC benefits and the availability of existing
produce in proximity to the existing markets. Third, the economic impact of markets
was assessed through looking at existing markets across the state of Michigan. This
includes the retail potential for local farmers and an evaluation of the existing
agriculture climate in the region. Additionally, a strengths, weaknesses, opportunities,
and threats (SWOT) analysis was conducted to understand the current condition of the
potential sites identified by our client, the Bay Area Chamber of Commerce.
Though our research and methods, we recommend that the Bay Area pursue the
establishment of a year-round market in their community. With careful execution of the
establishment, the future market could act as a catalyst to spur further revitalization in
Bay City. To capitalize on the social impact of markets, the future Bay Area Farmers
Market will work to create a friendly environment that will promote the health,
happiness, and well-being of customers. This can be done through a strong marketing
strategy and by employing resources from around the state that are provided by
organizations such as the Michigan Farmers Market Association. The farmers market will
accept Food Assistance benefits. Staff from local organizations that have been
previously invested in the culture and development of Bay City will assist in the
market’s everyday operations. Lastly, a dynamic and strategic location and structure
will amplify the effects of the markets on the Bay Area community for both locals and
tourists alike.

Page 11
Steps for Year-Round Market Implementation
Low Cost Moderate Cost High Cost
Short
Term
Create a social media
presence including a
website, Facebook, and
Instagram
Establish hours of the BAFM
Create a
Professional
Marketing and
Branding Plan
Hire Market Staff
Apply for
Membership with
the Michigan
Farmers Market
Association
Establish a strategy
for merging the
two markets via
community input
Moderate
Term
Utilize community input to
develop character and
mission of BAFM
Develop a straightforward
vendor application process
and market rules
Partner with
existing community
group for market
support
Establish a
management
strategy for the
future of the
market
Pursue funding
from community
stakeholders for
future longevity
Long
Term
Create and implement
BAFM Certified Local
program
Established token
system and
purchase market-
owned card
reader for EBT and
credit
Purchase both
parcels comprising
Site 2
Renovating Site 2
structure

Page 12
What makes a
successful
year-round
market?

Page 13
What makes a successful year-round
market?
A year-round market is one that operates 12 months of the year and offers a variety of
produce and goods that align with current growing season. These year-round markets
have been created in many communities to help build community resiliency, a sense
of place, and promote economic growth (King, 2008).
The USDA conducted a study in 2009 to understand the average farmer’s market
visitor. Nearly 40% of customers who visit a farmer’s market report that they spend
more than $21 each visit (United States Department of Agriculture, 2009). They also
shopped at the market an average of 10 times during the season. 84% of customers
purchased either fruits or vegetables and 31% purchased ready-to-eat items. Slightly
more than 59% of farmers market customers are reported to be 51 years or older and
more than half of the farmers’ market customers have a household income of $50,000
or more (United States Department of Agriculture, 2009). A survey of 500 market goers
in New Jersey delved deeper into the demographics of customers and also found that
its customers were around 51 years of age as well. The study also states the average
household size of market goers was 2.72 and that 84 percent of survey respondents
were Caucasian (Ramu Govindasamy, 1998). It’s important to note that this does not
represent all markets in the United States, but can be used as an identifier of which
areas a year-round market would be more successful.
Michigan State University Extension conducted a study, “What makes a year-round
market successful in a four-season climate?” Julia Darnton, the author, explains that for
Michigan markets, it can be challenging to have the same amount and variety of
products to sell in the winter months as in the summer (Darnton, 2013). To combat this,
some farmers utilize the winter season for planning but other farmers have options for
winter growing and food storage. This includes passive solar greenhouses (hoop
houses) and selling products that aren’t impacted by the seasons such as baked
goods.

Page 14
Socio
Economic
Profile

Page 15
Socio Economic Profile
This section of the study is compilation of community demographics from Bay City and
Bay County, Michigan. To understand the context of these demographics, data from
Midland, Saginaw, Bay County and the State of Michigan. These demographics will
reflect the data and trends pertaining to the population, age and gender, racial
distribution, educational attainment, income, occupation, industry, family
composition, health indicators, and obesity for the study areas. By gaining an
understanding of the economic and social factors within these areas, this socio-
economic profile will help provide a basis on which the community can evaluate its
capacity to support a year-round market.
Location
Figure 2 Map of Bay County within Michigan
(Google Maps, 2016)

Page 16
Figure 3 Map of Bay City within Bay County
(Google Maps, 2016)
Bay City is located on the eastside of Michigan on the Saginaw Bay on Lake Huron.
Bay City is part of the Tri-Cities along with Saginaw, and Midland in the region of
Central Michigan also called the Great Lakes Bay Region. The city is divided by the
Saginaw River. Boats can travel along the river between the four drawbridges; Liberty
Bridge, Veterans Memorial Bridge, Independence Bridge, and Lafayette Avenue
Bridge.

Page 17
History of Bay City
Figure 4 Scene on the boardwalk at Wenonah Beach around the turn of the century (Dodson, 2015)
Bay City was established in 1865 as a lumbering town. In the late 1800s Bay City
merged with West Bay City to become Michigan’s third largest city of the time. By the
early 1900s Bay City saw an industry shift from lumbering to industrial. This was also the
time of World War I and a time of construction of many buildings that are still in use
today. During the mid-1970 the community was struck with tragedy when the Third
Street Bridge collapsed and the Wenonah Hotel burned and killed 10 residents. From
1990 to the present the city has developed significantly and is focused on the service
industry and embracing the riverfront as an attraction (Dodson, 2015). Pictured above
is Wenonah Beach Park during the early 1900s.

Page 18
Agriculture in the Region
Figure 5 A topper from Schlicker Farms cuts the leaves off of the sugar beets to then be harvested (Ray,
2014)
Though Bay County has historically health soil, farming does not pay a large role in the
history of Bay City and Bay County. Much of the population was focused on trapping,
logging, and fishing instead of agriculture (Bay County, Michigan, 2016). In the late
1800s after most of the land had been cleared of trees residents turned their attention
towards farming. The farming was first focused on grains and hay but in more recent
years it has evolved into sugar beets, gardening for the markets, and fruit growing. The
expense of farming cattle is lesser than in other regions and has become popular as
well in the Bay County area (Bay County, Michigan, 2016).
According to the 2012 US Census of Agriculture published by the United States
Department of Agriculture (USDA), the current crops in Bay County include dry beans,
oil seeds, dry peas, and grains. The table below demonstrates the “Top Crop Items” for
Bay County and Midland County. We have included Midland County to offer a
comparison between adjacent counties with existing markets.

Page 19
Table 1 Top Crops: Bay County and Midland County, 2012
Bay County Crop Quantity
(acres)
Midland County Crop
Quantity (acres)
Corn for grain 62,105 23,804
Soybeans for beans 41,929 21,008
Dry edible beans,
excluding lima
18,226 --
Sugar beets for sugar 15,163 --
Wheat for grain, all 13,894 4,231
(United States Department of Agriculture, 2012)
The second part of the socio economic profile includes US Census data from Bay City,
Midland, Saginaw, Bay County, and the State of Michigan. This includes data
surrounding population, age and gender, racial distribution, educational attainment,
income, occupation, industry, family composition, health indicators, and obesity data.
We thought it was important to include both Midland and Saginaw in our data
collection to offer a comparison to other major cities in the surrounding area. The Bay
City, Midland, and Saginaw relationship is also defined at the Tri-Cities which in 2010
had a total population of 391,569 people (United States Census Bureau, 2010).
Population
By focusing on the population characteristics of Bay City, Midland, and Saginaw, as
well as the larger study areas of Bay County and the State of Michigan, we will be able
to understand the surrounding communities and the feasibility for a year-round market
in the City of Bay City. The table below includes data from 1990, 2000, and 2010.
Table 2 Population; Bay City, Midland, Saginaw, Bay County, and the State of Michigan in 1990, 2000,
and 2010
Bay City,
MI
Midland,
MI
Saginaw,
MI
Bay
County, MI
State of
Michigan
Total Population 1990 38,936 38,053 69,536 111,723 9,295,297
Change between
1990 and 2000
-5.70% 8.70% -12.90% -1.40% 6.50%
Change between
2000 and 2010
-5.40% 0.40% -19.7% -2.2% -0.60%
(United States Census Bureau, 2010)

Page 20
Population and Housing
The population of both Bay City and Bay County have seen a decrease from 1990 to
2010. 32% of the population of Bay County in 2010 were Bay City residents. Bay City
has experienced almost an 11% decrease in population or 4,004 people since 1990
and Bay County has experienced a 5.9% increase in population since 1990. The City of
Saginaw saw the biggest change in population since 1990. The population in Saginaw
decreased by 32.6% from 1990 to 2010. This is a loss of 18,106 people from the City of
Saginaw (United States Census Bureau, 2010).
In comparison, Midland saw a 10% increase in population since 1990. From 1990 to
2010, the population of Midland increased by 3,810 people. The State of Michigan saw
an increase of 643,147 people from 1990 to 2000 but then saw a decrease of 54,804
from 2000 to 2010 (United States Census Bureau, 2010).
By reviewing this data we can see that there is a decreasing population in Bay City,
Bay County, and Saginaw. In all of these places, the population is decreasing by at
least 2% every ten years. The data also shows that the nearby City of Midland has
been experiencing an increase in population. This increase has been about 10% from
1990 to 2010 (United States Census Bureau, 2010).
Age and Gender
Along with population data, the distribution of age and gender plays a large role in
determining the feasibility of a year-round market in Bay City. As stated before slightly
more than 59% of farmers’ market customers are reported to be 51 years or older
(United States Department of Agriculture, 2009). And according to a University of
Minnesota study 64% of farmers market shoppers are females (Marianne McGarry Wolf,
2005). This section consists of one table and four figures. The table below shows the
gender distribution in the study area and the compared communities. The data that
depicts age and gender in this section includes the median age as well as the age
groups per gender for each community.

Page 21
Table 3 Age and Gender; Bay City, Midland, Saginaw, Bay County, and Michigan
Bay City, MI Midland, MI Saginaw, MI Bay County, MI State of Michigan
Male Female Male Female Male Female Male Female Male Female
Total
Population
16,875 17,703 20,317 21,750 24,184 26,516 52,661 54,413 4,854,677 5,034,347
Median
Age
(years)
34.6 38.1 35.0 40.5 32.9 37.5 40.1 44.1 38.0 40.6
AGE
Under 5
years
7.7% 6.4% 6.3% 5.7% 7.0% 7.1% 5.8% 5.1% 6.1% 5.6%
5 to 29
years
35.4% 33.8% 38.2% 31.9% 37.3% 34.6% 31.9% 28.8% 34.5% 31.9%
30 to 54
years
35.6% 32.2% 31.4% 31.3% 31.5% 32.2% 33.0% 32.2% 33.2% 32.8%
55 to 79
years
19.3% 22.2% 20.0% 23.8% 20.8% 21.6% 26.3% 27.1% 23.2% 24.7%
80 and
over
2.1% 5.2% 4.0% 7.2% 3.5% 4.3% 3.1% 6.8% 3.0% 5.0%
The table above provides two important insights into the demographics of Bay City;
the first being that the median age of women is slightly older than the median age of
men for all communities of comparison. The median of age for women is between 44.1
year and 38.1 years old for all communities while the men’s median age spans from
40.5 to 34.6 years old in all compared communities. In Bay County the women have a
median age of 44.1 years while the men are a median age of 40.1. Similarly in Midland
the median age of women is 40.5 years while the men are 35. In Bay City the median
age of women is 38.1 years old while the median age for men is 34.6 years old.
Saginaw’s median age is about two years younger than Midland and Bay City (United
States Census Bureau, 2010).
The US Census also reflect that Bay County as a whole has a slightly higher median
age than Bay City, Midland and the State of Michigan. From this table we can infer
that there is an aging population trend in the tri-city area, especially women. The next
few figures show data from Table 3 separated by community. The charts display the
age groups from Table 3 separated by gender.

Page 22
Figure 6 Age and Gender Distribution in Bay County (United States Census Bureau, 2010)
Figure 7 Age and Gender Distribution in Bay City (United States Census Bureau, 2010)
The charts above indicate that the age groups for both Bay County and Bay City are
very similar. Overall, Bay County has a greater percentage of people in the age group
40% 30% 20% 10% 0% 10% 20% 30% 40%
Under 5 years
5 to 29 years
30 to 54 years
55 to 79 years
80 and over
Percent of Population in a Particular Age Group
AgeGroup Age & Gender Distribution: Bay County, 2010
Male Female
40% 20% 0% 20% 40%
Under 5 years
5 to 29 years
30 to 54 years
55 to 79 years
80 and over
AgeGroup
Age & Gender Distribution: Bay City, 2010
Male Female

Page 23
of 30 to 54. In comparison Bay City has around 20% of its population in the age range
of 55 to 79 years old (United States Census Bureau, 2010).
Figure 8 Age and Gender Distribution in the City of Midland (United States Census Bureau, 2010)
Figure 9 Age and Gender Distribution in the City of Saginaw (United States Census Bureau, 2010)
50% 40% 30% 20% 10% 0% 10% 20% 30% 40%
Under 5 years
5 to 29 years
30 to 54 years
55 to 79 years
80 and over
AgeGroup
Age & Gender: Midland, 2010
Male Female
50% 40% 30% 20% 10% 0% 10% 20% 30% 40%
Under 5 years
5 to 29 years
30 to 54 years
55 to 79 years
80 and over
Percent of Popunation in a Perticular Age Group
AgeGroup
Age & Gender Distribution: Saginaw, 2010
Male Female

Page 24
Bay City has a slightly younger population compared to Bay County, Midland, and the
State of Michigan. Besides seeing a younger population in Bay City, the distribution of
ages and genders is very similar across all five communities (United States Census
Bureau, 2010).
40% 30% 20% 10% 0% 10% 20% 30% 40%
Under 5 years
5 to 29 years
30 to 54 years
55 to 79 years
80 and over
AgeGroup
Age & Gender Distribution: State of Michigan, 2010
Male Female
Figure 10 Age and Gender Distribution in the State of Michigan (United States Census Bureau, 2010)

Page 25
Racial Distribution
The distribution of race within Bay City and Bay County is important to our year-round
market feasibility study because it can help us understand usual customers and also
SNAP/ EBT users. According to a Huffington Post article from 2015, 40.2% of SNAP
recipients were white and 25.7% were African American (Delaney, 2015).
Figure 11 Bay City Racial Distribution (United States Census Bureau, 2010)
Figure 12 Midland Racial Distribution (United States Census Bureau, 2010)
89.70%
3.50% 1.00%
Bay City Racial Distribution 2010
White Black or African American American Indian, Alaska Native, Other Pacific Islander
92.00%
2.00%
3.70%
Midland Racial Distribution 2010
White
Black or African American
Asian, Native American, American Indian, Alaska Native, Other Pacific Islander

Page 26
Figure 13 Saginaw Racial Distribution (United States Census Bureau, 2010)
Figure 14 Bay County Racial Distribution (United States Census Bureau, 2010)
43.50%
46.10%
0.80%
Saginaw Racial Distribution 2010
White
94.10%
1.60% 1.00%
Bay County Racial Distribution 2010
White

Page 27
Figure 15 State of Michigan Racial Distribution (United States Census Bureau, 2010)
In 2010 Bay City was 89.7% white with the next largest group being Black or African
American at 3.5%. Similarly, Midland’s population was 92% white and 3.3% Asian,
Native American, American Indian, Alaska Native, and Other Pacific Islander.
However, it should be noted that the communities of Bay City and Midland are not
similar to the racial distribution of the State of Michigan, which is 79.2% white, 14%
Black or African American, and 3.2% Asian. Saginaw is the most diverse community we
evaluated with a population that is 46.1% Black or African American and 43.5% White.
The table below provides a comparison of racial distribution for all of the communities
studied in 2010 (United States Census Bureau, 2010).
Figure 16 Racial Distribution Comparison (United States Census Bureau, 2010)
78.90%
14.20%
3.00%
State of Michigan Racial Distribution 2010
White
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Bay City Midland Saginaw Bay County State of Michigan
Racial Distribution Comparison, 2010
White

Page 28
According to US Census data, the racial distribution in most of these communities is
primarily White. Bay City, Midland, Bay County, and the State of Michigan all have a
higher percentage of White people, than any other race. While in Saginaw the Black
or African American population is the majority group. According to a University of
Missouri study 68% of market users identify as White (Seipel). This notion can be used as
an indicator for where a market could work best but does not give it security as there
are many other factors to consider.
Educational Attainment
Another significant focus of this study is the educational attainment within Bay City,
Midland, Saginaw, Bay County, and the State of Michigan. According to the University
of Missouri study, 50% of market shoppers surveyed reported a 4 year college degree
or higher (Seipel). The chart below is used to compare the educational attainment of
Bay City, Midland, Saginaw, Bay County, and the State of Michigan.
Figure 17 Educational Attainment in Bay City, Midland, Saginaw, Bay County, and the State of Michigan
Bay City has one of the lowest educational attainment rates compared to the other
communities. Midland far exceeds Bay City, Bay County, and the State of Michigan in
high school graduate rate (93.8%) and secondary education rate (42.9%). Midland is
followed by the State of Michigan where 88% of people are high school graduates
and 25% have some secondary education. Bay County has a 93.8% high school
graduation rate and 18% of the population has some secondary education. Saginaw
has the lowest educational attainment with 78.7% of people graduating from high
school and 11.4% gaining some secondary education. To compare the tri-cities, Bay
84.50%
93.80%
78.70%
87.40% 88%
15.50%
42.90%
11.40%
18%
25%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Bay City, MI Midland, MI Saginaw, MI Bay County, MI State of Michigan
PercentofPopulation
Community
Educational Attainment 2010
High School Graduate Secondary Degree

Page 29
City is in the middle of Saginaw and Midland in educational attainment, and behind
at the county and state level (United States Census Bureau, 2010).
Income
Another important factor is income in Bay City and the compared communities. By
considering factors of income we will be able to understand how income and the
economic opportunity is dispersed through Bay City and the compared communities.
By expanding the knowledge of these elements we will be able to make more
informed choices regarding the economic well-being of the community and the
people who live in it. It will also give us an idea of how many people in the community
would be potential consumers at a year-round market. The following table shows
median household income and the compared communities.
Table 4 Income; Bay City, Midland, Saginaw, Bay County, and State of Michigan 2010
Bay City, MI Midland, MI Saginaw, MI Bay County, MI State of
Michigan
Median
Income
(dollars)
$35,561 $48,843 $27,051 $44,659 $48,432
As shown above, the study areas of Bay City, Saginaw, and Bay County all fall short of
the state wide median income which is $48,432. Bay City is again between Midland
and Saginaw in median income (United States Census Bureau, 2010).

Page 30
Occupation
By understanding what the major occupation groups are in the Bay City and
compared communities, we can have a better understanding of everyday life. The
table below shows all occupation categories for each community and the percent of
people in those occupations.
Table 5 Employment Data; Bay City, Midland, Saginaw, Bay County, and State of Michigan 2010
Bay City, MI Midland, MI Saginaw, MI Bay County,
MI
State of
Michigan
Population
16 years and
over in the
civilian labor
force
17,133 20,342 21,764 51,231 4,848,321
Employed 15,048 18,828 17,018 48,897 4,369,785
Unemployed 2,085 1,514 4,746 5,386 554,747
Table 6 Occupation Data; Bay City, Midland, Saginaw, Bay County, and the State of Michigan 2010
Bay
City,
MI
Midland,
MI
Saginaw,
MI
Bay
County,
MI
State of
Michigan
Management, business,
science, and arts
occupation
24.2% 46.2% 22.8% 28.4% 33.5%
Service occupations 23.5% 16.3% 30.1% 20.6% 17.9%
Sales and office
occupations
28.0% 23.0% 25.4% 25.9% 25.1%
Natural resources,
construction, and
maintenance occupation
8.2% 6.4% 5.7% 9.3% 8.2%
Production, transportation,
and material moving
occupation
15.7% 7.8% 15.9% 15.6% 15.0%
The “Management, business, science, and arts” along with the “Service occupations”
are important fields in Bay City. Comparatively speaking, Midland has a much strong
representation in the, “Management, business, science, and arts” field. This is
something that has a lot to do the Dow Chemical Company, a multinational chemical
company that created $48.78 billion dollars in revenue in 2015 (Dow Chemical
Company, 2016).

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Occupation by Industry
By determining the current and past industry trends, the occupations that are the
driving forces behind each community can be observed. The three tables below
compare the industry sectors of Bay City with our other compared communities.
Table 7 Bay City, Midland, and Saginaw
Employment Sector Bay City,
Michigan
Midland,
Michigan
Saginaw,
Michigan
INDUSTRY 2000 2010 2000 2010 2000 2010
Agriculture, forestry, fishing
and hunting, and mining
0.50% 0.50% 0.20% 0.80% 0.91% 0.90%
Construction and
Manufacturing
22.40% 17.50% 32.20% 28.60% 26.15% 16.70%
Wholesale trade 3.70% 3.30% 2.20% 2.30% 2.91% 1.80%
Retail trade 16.10% 15.60% 9.50% 11.10% 14.33% 14.50%
Transportation and
warehousing, and utilities
4.80% 4.40% 2.10% 2.50% 3.42% 3%
Information, Finance,
insurance, real estate, and
rental and leasing
7.40% 6.00% 6.70% 6.70% 7.06% 6.70%
Professional, scientific,
management, administrative,
and waste management
services
5.40% 7.60% 7.20% 7.30% 5.78% 8.70%
Educational, health and social
services
20.80% 25.50% 24.10% 24.30% 22.49% 28.10%
Arts, entertainment, recreation,
accommodation and food
services
10.90% 10.60% 8.90% 9.30% 8.70% 12.20%
Other services (except public
administration)
5.10% 5.70% 4.40% 4.60% 4.97% 4.60%
Public administration 2.90% 3.40% 2.40% 2.40% 3.20% 2.90%

Page 32
The table above shows that the City of Midland has a slightly higher employment in
the sectors of “Agriculture and Forestry”, “Construction and Manufacturing”, and
“Information, Finance, Insurance”. Compared to Midland, Bay City saw a decrease in
the same sectors in the past ten years. Bay City also has a greater percentage of
employees than Midland in the sectors of “Wholesale and Retail Trade”,
“Transportation and Warehousing”, and “Arts, Entertainment, and Recreation” (United
States Census Bureau, 2010).
Table 8 Industry in Bay City and Bay County
Employment Sector Bay City, Michigan Bay County, Michigan
INDUSTRY 2000 2010 2000 2010
Agriculture, forestry, fishing and hunting,
and mining
0.5% 0.5% 1.1% 1.2%
Construction and Manufacturing 22.4% 17.5% 25.5% 21.1%
Wholesale trade 3.7% 3.3% 3.4% 2.8%
Retail trade 16.1% 15.6% 14.6% 14.1%
Transportation and warehousing, and
utilities
4.8% 4.4% 4.6% 5.0%
Information, Finance, insurance, real
estate, and rental and leasing
7.4% 6.0% 7.2% 6.5%
Professional, scientific, management,
administrative, and waste management
services
5.4% 7.6% 5.6% 6.7%
Educational, health and social services 20.8% 25.5% 21.4% 25.6%
accommodation and food services
10.9% 10.6% 8.4% 8.7%
administration)
5.1% 5.7% 5.0% 4.9%
Public administration 2.9% 3.4% 3.3% 3.6%
The table above shows the distribution of all sectors in both Bay City and Bay County.
The sectors in the city and county are separated very similarly. It should be noted that
there has been a decrease in the “Agriculture, Forestry, Fishing, and Hunting, and
Mining” sectors in Bay County in the last 20 years. The reasons for this decreases are

Page 33
not explained but could indicate a lack of industry support to a market based in the
sectors of agriculture and natural resources (United States Census Bureau, 2010).
Table 9 Industry in Bay City and the State of Michigan
Employment Sector Bay City, Michigan State of Michigan
INDUSTRY 2000 2010 2000 2010
Agriculture, forestry, fishing and
hunting, and mining
0.5% 0.5% 1.1% 1.3%
Construction and Manufacturing 22.4% 17.5% 28.5% 22.9%
Wholesale trade 3.7% 3.3% 3.3% 2.8%
Retail trade 16.1% 15.6% 11.9% 11.6%
Transportation and warehousing, and
utilities
4.8% 4.4% 4.1% 4.2%
Information, Finance, insurance, real
estate, and rental and leasing
7.4% 6.0% 7.4% 7.6%
Professional, scientific, management,
administrative, and waste
management services
5.4% 7.6% 8.0% 8.9%
Educational, health and social
services
20.8% 25.5% 19.9% 23.2%
accommodation and food services
10.9% 10.6% 7.6% 9.1%
administration)
5.1% 5.7% 4.6% 4.7%
Public administration 2.9% 3.4% 3.6% 3.8%
The table above compares the industry sectors of Bay City and the State of Michigan.
The distribution of all sectors for both areas are very similar. When comparing Bay City
and the State of Michigan the State of Michigan has higher percentages in agriculture
sectors. It’s just over double of what it is in Bay City. After understanding all of the
tables, we can see that Bay City has a more concentrated focus on industry sectors
such as “Wholesale and Retail Trade” and “Transportation and Warehousing, and
Utilities”. It is also seen a decrease in the amount of employment in agriculture for Bay
County (United States Census Bureau, 2010).

Page 34
Family Composition
By understanding the composition of families for the study areas, the effect of a new
market on households in Bay City can be ascertained. Farmers markets can promote
healthy living and are a useful way to make the community healthier. The following
below table will show various family composition elements to give a better
understanding of current trends in Bay City, Bay County, Midland, and the state of
Michigan.
Table 10 Households in Bay City, Midland, Saginaw, Bay County, and the State of Michigan
Bay City,
Michigan
Midland,
Michigan
Saginaw,
Michigan
Bay County,
Michigan
State of
Michigan
Total households 14,607 17,597 19,799 44,345 3,843,997
Average
household size
2.39 2.29 2.52 2.41 2.53
Families
Total families 8,955 10,857 12,252 29,799 2,553,979
Average family
size
3.01 2.88 3.19 2.91 3.12
Households with
CHILDREN
Households with
children under 18
years
4,279 5,106 7,128 12,280 1,145,298
Under 6 years 22.1% 24.7% 1,319 20.2% 21.4%
Under 6 years
and 6 to 17 years
19.8% 16.0% 1,481 17.0% 19.2%
6 to 17 years 58.1% 59.3% 3,266 62.8% 59.4%
From the table we can understand the Bay City, Midland and Bay County is smaller
than the statewide averages for average household size and average family size. Bay
City also has a slightly lower number of children who are under 18 and living in a
household.

Page 35
Health Indicators
Indicators for health are necessary in understanding the need for fresh local food in a
community. A better understanding of the current health situation in Bay County can
be obtained by looking at health indicators provided by the Bay County Health
Department. These health indicators can also be used to identify the existing lifestyles
in Bay County and if we need to be promoting more healthy food choices through the
market.
An annual health report put out by the Bay County Health Department shows that the
number one cause of death in 2011 was heart disease. Heart disease is an issue that
can be greatly reduced through adopting a health and well-balanced diet (National
Center for Chronic Disease Prevention and Health Promotion, Division for Heart Disease
and Stroke Prevention, 2016). The table below displays the leading causes of death in
Bay County in 2011 and the number of total deaths separated by cause. The second
table below includes obesity data for the focus counties of Bay, Midland, and
Saginaw as well as the State of Michigan.
Table 11 Leading Causes of Death in Bay County (2014)
Number of Deaths
Heart Disease 384
Cancer 257
Chronic Lower Respiratory Disease 81
Stroke 47
Alzheimer’s 23
Unintentional Injury 31
Diabetes 24
Kidney Disease 21
Suicide 16
Pneumonia & Influenza 23
(Bay County Health Department, 2014)

Page 36
Table 12 Obesity Rates in Bay County, Midland County, Saginaw County, and the State of Michigan
Bay
County
Midland
County
Saginaw
County
State of
Michigan
Obese (%) 27.7 24.5 33.8 30.1
Overweight (%) 36.5 35.7 35.3 35.2
Overweight or Obese
(%)
64.2 60.2 69.1 63.9
(Michigan Department of Community Health , 2009)
The tables show some concerning numbers regarding heart health within the county.
Calculations show that about 38% of the total deaths in 2014 were caused by heart
disease alone. With an obesity rate of 27.7% and 64.2% of people being overweight or
obese in Bay County there are some major concerns for Bay County. We hope that
the Bay Area market can be an asset to the community and help promote healthy
food consumption for better community health.
Summary
In the past 20 years, Bay City has seen trends of population decrease, lowering
median incomes, job loss, and competition between other nearby communities. They
have also faced lower attainment in education (high school and secondary degree)
and swift industry shifts from agriculture-based industries to more professional, scientific,
and managerial-focused industries.
Based on the data that has been gathered from this socio-economic profile, a year-
round market could be seen a great benefit to the communities’ prosperity if
executed correctly. As noted before, by the work of Marianne Wolf, market shoppers
seem to be between the ages of 25 and 44 and are 64% female (2005). They also
have varying incomes from $20,000 to over $100,000 but the largest percentage (18%)
of market shoppers have an approximate income of $55,000 to $69,999 (Marianne
McGarry Wolf, 2005). Depending on the community demographics, these statistics
could be used to help determine if a market would be successful within that same
community.

Page 37
Existing
Conditions of
Markets

Page 38
Existing Conditions of Markets
Figure 18 Bay City 2012 Zoning Map
(Bay City Planning Department, 2012)
The map above shows the locations of the Bay City Farmers Market and the Bay
County Farmers Market. The Bay City Farmers Market is located five blocks north of the
Bay County Farmers Market. The Bay City Farmers Market is zoned C-3 Central Business
and the Bay County Farmers Market is zoned C-2-A General Business. The C-3 central
business is intended to offer a variety of commercial, office, civic, cultural,
entertainment, recreational, residential, and tourism-oriented uses in a compact, high
intensity urban downtown environment. Residential development, particularly on the
upper floors of retail and office buildings, is encouraged in this district. C-2-A General
Business is intended to provide residents of the city with a broad range of comparison,
convenience commercial, and service uses (Bay City Planning Department, 2012).
We evaluated the existing conditions of each market based on a Michigan Farmers
Market Association evaluation, located in the appendix.

Page 39
Downtown Bay City Farmers Market
Figure 19 Downtown Bay City Farmers Market Vendors
(Downtown Bay City Farmers Market)
The Downtown Bay City Farmers Market is located at 318 Sixth Street in Bay City,
Michigan. The site is transformed on market days from a parking lot to a farmers
market. Currently, the market does not offer shelter to its vendors. Vendors are able to
bring tents and other forms of temporary shelter to the site. The market operates from
June until October on Thursday’s from 10 am to 3pm. The site is currently zoned C-3
Central Business. The site is located near public transit, on both the south end and the
east side bus routes of the Bay Metropolitan Transportation Authority stop within a few
blocks of the Bay City Market site. These buses run Monday through Saturday, every
hour.

Page 40
Figure 20 Downtown Bay City Farmers Market Logo
(Downtown Bay City Farmers Market Logo)
The vendors at the Bay City Market include A&T Produce, Davis Farms, Corrion Farm
and Greenhouse, Kay Good, Roxanne Kingham, Bay City Bakery, North of the
Southern Border, Adam Oswald, Spanky’s, K & H Farm, and Timm Family Farm. These
vendors sell fruit, vegetables, eggs, plants, flowers, honey, herbs, baked goods, salsa,
jam, and kettle corn.
Figure 21 Aerial View of Downtown Bay City Farmers Market
(Google Maps, 2016)

Page 41
Farmers Market: Downtown Bay City Farmers Market
Location: Bay City, Michigan
Season: June- October
Days and Hours of Operation: Thursday 10 to 3pm
Product Availability
X Fresh Fruit
X Fresh Vegetables
 Meat
 Poultry
 Dairy
X Baked Goods
 Ready-to-eat foods
X Cut flowers
X Plants
 Artisan/ craft products
Market Accessibility:
X Pedestrian friendly (sidewalks lead to the market)
 Bike friendly (bike paths/lanes lead to the market and bike racks present)
X Access to public transportation (bus stop at or near the market)
X Access to parking (sufficient and convenient parking available)
Forms of Payment Accepted:
X Cash
X Debit and Credit
X Supplemental Nutrition Assistance Program (SNAP) Michigan Bridge Card
X Double Up Food Bucks
X WIC Project FRESH
 WIC Cash Value Benefits (CVB)
X Market FRESH
 Summer EBT for Children (Kent County Only)
 Hoophouses for Health

Page 42
Figure 22 Ground view of the parking lot used for the Downtown Bay City Farmers Market
(Wallace)
Figure 23 Downtown Bay City Farmers Market during market hours
(Downtown Bay City Farmers Market)

Page 43
Bay County Farmers Market
Figure 24 View from under the pavilion of the Bay County Farmers Market of the For Sale/ Lease Building
across the street and aerial view of the market site
(Wallace)
(Google Maps, 2016)
The Bay County Market is located at Columbus Avenue and Adams Street in Bay City.
In relation to the site of the Downtown Bay City Farmers Market, the Bay County
Market is .5 miles south. The market opens every Tuesday and Thursday from 11 a.m. to
5 p.m. and has 2 vendors, Paul’s Produce and Nancy Rosekrans. During the summer
months, specifically August and September, the market is a popular site for the WIC
Project FRESH program. Throughout the remainder of the year, the site of the Bay
County Market serves Chuckie’s Flea Market, offering items for sale such as fruits,
vegetables, and other products. The Bay County Market is surrounded by other uses
which are Light Industrial, Office and Duplex, in addition to other General Business
zones adjacent to the site. In relation to public transit, both the South end and Eastside
bus routes of the Bay Metropolitan Transportation Authority pass by the Bay County
Market site Monday through Saturday every hour.

Page 44
Farmers Market: Bay County Farmers Market
Location: Bay City
Days and Hours of Operation: Tuesday and Thursday 11AM- 5PM
X Fresh Fruit
X Fresh Vegetables
 Meat
 Poultry
 Dairy
 Baked Goods
 Cut flowers
 Plants
 Artisan/ craft products
Forms of Payment Accepted
X Cash
 Debit and Credit
 Supplemental Nutrition Assistance Program (SNAP) via the Michigan Bridge
Card
 Double Up Food Bucks
X WIC Project FRESH
 Market FRESH
Figure 25 Bay County Farmers Market Pavilion
(Wallace)

Page 45
Transit to and from the farmers markets
According to a farmers market feasibility guide put together by the Michigan Farmers
Market Association good transportation to and from a market is a key tool for a
successful market. Below we have included the transit routes for the Bay Area Metro
Bus System. Route 3 runs Monday through Saturday and stops within a couple of blocks
of both the existing markets. There are also sidewalks that lead to both of the markets
which allows for better accessibility as well.
Bay County Market
Bay City Market
Figure 27 Photo of Bay Area Metro Bus at Route 11 Stop (Easter, 2014)
Figure 26 Route 3 of the Bay Metro Bus System (Bay Area Metro, 2016)

Page 46
Figure 28 All routes of the Bay Metro Bus System (Bay Area Metro, 2016)
The Bay Area Metro bus system provides a great option for market users to commute
to and from the market. The system provides 11 different routes that cost one dollar for
adults, 75 cents for students, 50 cents for seniors and 50 cents for disabled people.

Page 47
Current
Produce
Availability

Page 48
Current Produce Availability
Within a three-mile radius of downtown Bay
City, there are 16 stores that carry varying
amounts of produce, according to Google
Maps. Each grocery store was visually
assessed to determine their amount of
produce. Freshness was awarded to grocers
who appeared to have stocked their
produce in the last 14 days. The last
assessment criteria, Capability to Meet
Needs, was awarded if the grocery store
had more than 10 varieties of produce,
meaning it could sustain a nutritious lifestyle
without depending on other stores in the
area.
Figure 29 Tuthill Brothers Food Market, Bay City, Michigan (Wallace)
Figure 30 Grocery Stores with a 3 mile radius of
Downtown Bay City, Michigan (Google Maps,
2016)

Page 49
Table 13 Produce Availability at Grocers in Bay City, Michigan (Google Maps, 2016)
Grocer Name Address Number of
Varieties
Freshness Capability to
Meet Needs
Kroger 945 N Euclid Ave,
Bay City, MI 48706
42 Yes Yes
Big Lots 1001 N Euclid Ave,
Bay City, MI 48706
0 N/A N/A
ALDI 4101 N Euclid Ave,
Bay City, MI 48706
26 Yes Yes
Walmart Supercenter 3921 Wilder Rd,
Bay City, MI 48706
47 Yes Yes
Meijer E, 2980 Wilder Rd,
Bay City, MI 48706
53 Yes Yes
Water Front Market 925 N Water St,
Bay City, MI 48708
CLOSED N/A N/A
Martha's Market 1023 N Johnson St,
Bay City, MI 48708
CLOSED N/A N/A
Tuthill Brothers Food Market 1315 Columbus Ave,
Bay City, MI 48708
6 No No
Louis Witzke Market PO Box 1146,
Bay City, MI 48706
CLOSED N/A N/A
Larry's Meat Market 1400 Kosciuszko Ave,
Bay City, MI 48708
4 No No
Save-A-Lot 904 Lafayette Ave,
Bay City, MI 48708
27 No Yes
Meijer (2) 596 N Pine Rd,
Bay City, MI 48708
51 Yes Yes
Kramer's South End Grocery 422 Ingraham St,
Bay City, MI 48708
2 No No
Jack's Fruit and Meat Market 1000 Salzburg Ave,
Bay City, MI 48706
34 Yes Yes
Danny's Food Market 2 Westside Saginaw Rd,
Bay City, MI 48706
0 N/A N/A
Liberty Food Store 1020 N Madison Ave Bay
City, MI 48708
4 No No
*All grocery stores are within a 3 mile radius of the downtown area

Page 50
Social
Impacts of
Markets

Page 51
Social Impact of Markets
How Markets Create a Sense of Community
Farmers markets are known for their sense of community ownership they bring to their
residents (Project for Public Spaces, 2016). A market can act as a hub for money from
urban areas being channeled to rural areas surrounding the urban core. Food and
farming have an essential role in local culture for Bay City and a market is a great
place to bring this culture. There’s a lot of success in markets that provide other
activities such as health clinics, fitness classes, nutrition information, or classes on health
living to attract more customers. It creates of identity not only for the community but
also for the market itself (Project for Public Spaces, 2016).
Figure 31 Example of Farmers Market with Fitness Classes (Midtown Farmers' Market, 2012)
Public Markets Bring Together a Diverse Group
of People
Public markets are unique because they bring together a diverse group of people,
whether that be difference ages, genders, races, ethnicities, or socio economic status.
This is a place meant to attract a diverse group of people to interact, share food,
shop, enjoy music, and gain a sense of community. (Project for Public Spaces, 2016).
While many markets tend to attract White, college educated people, with high-
income, we would hope that EBT/ WIC offerings would attract a more diverse
population, including age, race, income, and education levels.

Page 52
Difficulties in Local Food Systems
According the Kellogg Foundation Report on Public Markets and Community-Based
Food Systems there were a few common issues in operating successful farmers’
markets this included:
1. Difficulty attracting farmers
2. Insufficient customers
3. Inability to meet vendors’ financial expectations
4. Inability for small growers to meet food demands
5. Over-reliance on federal food programs/ lack of cash sales
6. Insufficient community buy-in
7. Difficulty in keeping the market producer-only
(Kellogg Foundation, 2008)
Figure 32 W.K. Kellogg Foundation Community Members
The Kellogg Foundation defined a successful market as:
1. Succeeds in addressing food security issues and building local food systems
2. Provides a space for people to come together
3. is economically sustainable over the long term
(Kellogg Foundation, 2008)

Page 53
Health
Impacts of
Markets

Page 54
Health Impacts of Markets
Introduction
Through meticulous research on the possible health impacts a market will have on the
community, a better understanding of how a farmers’ market would or would not fit
into the area can be reached. This examination will focus on currently available
produce sources in the Bay Area, possible public health and nutrition programs and
the relationship between diseases and produce availability. Combined, these factors
will allow for a perceptive look at the health impacts of markets.
Public Health and Nutrition Programs & Markets
Also to be considered when contemplating the health impacts of a farmers’ market
on a community, is the possibility of incorporating public health and nutrition programs
like the SNAP, and WIC initiatives. Historically speaking, low-income families consume
less dark green and orange vegetables as well as less fruit in comparison to high-
income Americans, a fact SNAP and WIC programs hope to change (John Hopkins
Center for a Livable Future, 2012). Though both programs focus on bettering the
nutrition of low-income families, each serve a different demographic.
The Supplemental Nutrition Assistance Program (SNAP), formerly the Food Stamp
Program, exists to help families and individuals obtain produce who may not be able
to otherwise afford such foods based on their income. The Women, Infants and
Children Program focuses on the nutrition of children and expectant mothers (Healthy
Impacts). Most SNAP benefits are distributed through Electronic Benefits Transfer cards,
which resemble a debit card and can be swiped in machines that also read credit
and debit cards. WIC benefits most often come in check form. The effect of these
benefit programs can be great in relation to the impact markets have on a
community. SNAP benefit users that shop at farmers’ markets consume more fruits and
vegetables in general, compared to their counterparts that do not shop at a market,
according to a Boston study (Porter, 12). In 2014 SNAP benefits redeemed by farmers
markets was 0.02% of all SNAP benefits or $13,470,334 (United States Department of
Agriculture, 2012)

Page 55
Economic
Impacts of
Markets

Page 56
Economic Impacts of Markets
Introduction
In a 2014 Farmer’s Market Manager Survey which analyzed data from 8,400 farmers’
markets in the United States, the overall economic impacts of farmers markets in the
United States were observed. According to consumer perception studies from both
California and Oregon, consumers tend to trust products from local areas more than
others in terms of taste, safety, and overall quality of products (Ramu Govindasamy,
1998). Additionally, the idea that producers or farmers may bypass market middlemen
and sell directly to customers in the farmer's markets is attractive. The local food
suppliers and manufacturers earn about 40 to 80% more profits when they sold their
foods and goods in the farmer's markets rather than to traditional brokers (Shida
Rastegari Henneberry, 1999).
For producers, accessibility is greatly improved through the addition of more farmer's
markets. Most of the labor is covered by volunteers from the communities and several
local government programs; with 75% of the markets being helped by volunteers.
Furthermore, farmer's markets increase the producers’ number of business, enterprise,
and full-time jobs. About 21% of farmer’s markets incubated new businesses by sharing
facilities and retail space or providing assistance. Approximately a quarter of
community supported agriculture (CSA) enterprises delivered their foods and goods to
farmer's markets. 84% of farmer’s market managers are operating webpages and
mobile-based applications to communicate with customers, vendors, and their
communities (Project for Public Spaces, 2016). Active communication with advanced
technologies guarantees safe production methods, high-quality of products, and an
infinite process of observing consumers’ preferences and adjusting and improving
services and goods. Neighboring cities of Bay City recognized farmer's markets as their
local economic boosters.

Page 57
Demands
In order to assess local demands in Bay City, MI, the dollars spent on food per
household per year according to the Bureau of Labor Statistics (BLS), vendors,
products, and sales of products from the farmers’ market and the local grocery shops
were utilized. Based on BLS data, the local food consumption at home within 1, 3, and
5 miles is expected to increase approximately 17% through 2019.
Figure 33 Dollars Spent on Groceries Per Household Per Year, Bay City, Michigan (US Deparment of
Labor, Bureau of Labor Statistics, 2008)
From the chart above we can observe that there will be an increase in food
purchases in the close proximity to downtown Bay City in the next three years. This
data can help us infer that there will be an increased demand for groceries, including
those sold by local farmers markets.
2008 2009 2010 2011 2012 2013 2014 2018 2019
Within 1 mi $3,450.29 $3,434.50 $3,631.66 $3,797.68 $3,576.83 $3,880.50 $3,990.70 $4,598.41 $4,664.15
Within 3 mi $3,507.52 $3,493.43 $3,694.11 $3,846.04 $3,617.32 $3,932.88 $4,043.42 $4,660.02 $4,726.67
Within 5 mi $3,520.32 $3,506.82 $3,706.49 $3,866.95 $3,640.98 $3,957.03 $4,068.28 $4,687.00 $4,755.66
Within all of USA $3,576.28 $3,625.97 $3,803.21 $3,911.17 $3,758.21 $4,087.00 $4,152.87 $4,843.56 $4,840.13
$0.00
$1,000.00
$2,000.00
$3,000.00
$4,000.00
$5,000.00
$6,000.00
Dollars Spent on Groceries Per Household Per Year
(miles from downtown)
Within 1 mi Within 3 mi Within 5 mi Within all of USA

Page 58
Case Studies

Page 59
Case Studies
Introduction
The Bay City and Bay County markets are located less than two miles apart in Bay City,
Michigan. To have a better understanding of other markets in the state, markets
serving the following communities were examined: Midland, Saginaw, Flint,
Kalamazoo, Grand Rapids and two markets serving Lansing. We selected these
communities because of their successful, established markets and their diversity when
it comes to market size, months of operation in respect to their population. Below is a
map of these cities. The table below shows the population, number of vendors, and
time of year the markets are open. Also show are the payment options and products
available at each market studied. We also compared the current zoning, surrounding
land uses, size, parking and owners of the selected case study markets. Also included,
is the operation days and hours of each case study market.
Each market that was assessed as part of the case studies is then discussed in detail.
Included is data from the United States Department of Agriculture (USDA) on what
varieties of produce, dairy and meat products available at each market as well as
forms of payment that are accepted by the market. Through conducting in-depth
interviews with Market Managers at each location, there is also a narrative explaining
the marketing and management strategies of the markets, strengths and weaknesses
of each group as well as funding and budgetary data. By gathering this diverse set of
information, a picture will be painted of farmers markets that have succeeded in
establishing and sustaining a market across Michigan.
Table 14 Bay City, Bay County, Midland, Flint, Saginaw, Kalamazoo, and Grand Rapids Market Data
Population Number of Vendors Market Status
Bay City 34,149 11 Seasonal
Bay County 106,179 2 Seasonal
Midland 41,957 33 Seasonal
Flint 99,002 95 Year-Round
Saginaw 49,844 16 Converting to year-
round
Kalamazoo 75,922 184 Seasonal
Grand Rapids 193,792 200 Year-Round
Lansing
Neighborhood
114,620 9 Year-Round
Downtown Lansing 114,620 23 Year-Round
(United States Census Bureau, 2010) (Michigan Farmers Market Association , 2016 )

Page 60
Figure 34 Map of Case Study Locations in Relation to Bay City, Michigan (Google Maps, 2016)
Our case studies consist of data compiled from seven different farmers markets across
the state. We focused closely on Saginaw and Midland because of their close
proximity to Bay City.
Table 15 Michigan Farmers Markets; Forms of Payment Accepted
Bay
City
Midland Saginaw Flint Kalamazoo Fulton
Street
(Grand
Rapids)
Lansing
City
Market
Allen
Street
Market
(Lansing)
Credit Card X X X X X X X X
WIC X X X X X X X X
WIC Cash X X
SNAP X X X X X X X X
*No data for Bay County Market (United States Department of Agriculture, 2009)

Page 61
Table 16 Michigan Markets Product Availability Data (United States Department of Agriculture, 2009)
Bay
City
Midland Saginaw Flint Kalamazoo Fulton Street
(Grand
Rapids)
Lansing
City Market
Allen Street
Market
(Lansing)
Organic
Products
N.D. N.D. X X X X X
Baked
Goods
X X X X X X X X
Cheese X X X X X X
Crafts X X X X X
Flowers X X X X X X X
Eggs X X X X X X X X
Seafood X X X X
Herbs X X X X X X X X
Vegetables X X X X X X X X
Honey X X X X X X X X
Jams X X X X X X X
Maple X X X X X X X
Meat X X X X X X X
Nursery X
Nuts X X X X X
Plants X X X X X X X
Poultry X X X X X X X X
Prepared X X X X X X X
Soap X X X X X X X
Trees X X X
Wine X X X X X X
Coffee X X X X X
Beans X X X X X
Fruit X X X X X X X
Grains X X X X
Juices X X
Mushrooms X X X
Pet Food X X
Tofu X
Wild Harvest X X

Page 62
The table above provides a glimpse of what our case study markets offer compared
to the Downtown Bay City Farmers Market. As you can see Kalamazoo and Flint have
the most offerings, while the other markets are very similar in their variety of offerings
(Michigan Farmers Market Association , 2016 ).
The table below provides a look at the current operating hours of the Flint, Saginaw,
Midland, Bay City, and Bay County farmers markets during overlapping times. We
included this data to understand the best operating time for the Bay Area Farmers
Market as to avoid conflict with other markets and potentially obtain vendors from
other markets during their days off from other farmers markets.
The most compatible days for the Bay Area Farmers Market would be Tuesday’s,
Thursday’s or Saturday afternoons. This would have the least amount of conflict with
the nearby markets of Saginaw and Midland.
TUESDAY 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM
Bay County
Market
Flint
WEDNESDAY 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM
Saginaw
Midland
THURSDAY 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM
Bay City
Market
Bay County
Market
Flint
SATURDAY 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM
Saginaw
Midland
Flint
Figure 35 Case Study Market Hours of Operation

Page 63
Table 17 Zoning, Parking, Size, and Ownership of Markets
This first section of case study research provides an overall comparison of all case
study locations. The existing markets in Saginaw, Midland, Flint, Grand Rapids,
Kalamazoo, and Lansing all bring different approaches to farmers’ market
management and provide a look at what works and what doesn’t work in creating a
successful farmers markets. The second part of the case study section will delve into
each market separately and share with you our findings from online sources as well as
interviews with market managers.
“Residential”

Page 64
Midland
Figure 36 Midland Area Farmers Market Shoppers (Michigan Market Maker)
The Midland Area Farmers Market is a staple in the downtown area, according to
Market Manager Kristy LeVasseur. It is 1 acre in size and located near parks as well as
being a waterfront site. The market is partially covered by a circular permanent
structure but has outgrown the brick and concrete pavilion. Now, with a waiting list for
vendors, Midland has no place to expand with the downtown and riverfront bordering
the market on both sides. This is one struggle of the otherwise successful market, says
LeVasseur. Strengths of the Midland Area Farmers Market include a dynamic setting in
the downtown, an excellent customer following, developing foodie population,
diverse, high-quality products and the professional support of the Midland Area
Chamber of Commerce. In the colder months of May and October at the seasonal
market, traditional produce supplies are supplemented with hoop house-grown
products, cheese, bread, soap, and hot food vendors (LeVasseur, 2016 ).
While the Midland Area Farmers Market has had a very well developed marketing
plan including special events and newspaper advertisements in the past, it has since
scaled back promotional work because of its having reached capacity as a market.
Today, the market utilizes mainly social media platforms to promote the market. The
market does practice an active management strategy as well. On market days, a full-
time, paid Market Manager operates the market with the help of volunteers. The
annual budget of the 2016 market is $79,295. In 2015, they generated $10,900 in SNAP
and Double Up Food Bucks (LeVasseur, 2016 ).

Page 65
Farmers Market: Midland Area Farmers Market
Location: End of Ashman St, Behind H Hotel, Midland, MI 48640 Midland County
Distance from Bay City: 19.3 miles
Season Start Date: May 2 - Oct 31
Days and Hours of Operation: 7AM – 12PM, Wednesday and Saturday
X Fresh Fruit
X Fresh Vegetables
X Meat
X Poultry
X Dairy
X Baked Goods
X Cut flowers
X Plants
X Artisan/ craft products
X Others: eggs, seafood, herbs, honey, jams, maple, nuts, soap, wine, coffee,
beans, grains
 Pedestrian friendly (sidewalks lead to the market)
 Access to public transportation (bus stop at or near the market)
 Access to parking (sufficient and convenient parking available)
X Cash
X Supplemental Nutrition Assistance Program (SNAP) via the Michigan Bridge
Card
X WIC Project FRESH
X Market FRESH

Page 66
Figure 37 Map of Midland Vendors and their Proximity to Midland and Bay City Markets (Google Maps,
2016)
Figure 38 Midland Vendor Locations in Proximity to the Midland and Bay City Markets (Google Maps,
2016)
Because the Midland Area Farmers Market is turning away vendors we included a
map of where Midland vendors are coming from. The red vendors are closer to
Midland and the blue vendors are closer to Bay City. An interactive map can be
found at
https://drive.google.com/open?id=1kZdkmQCUW9NMzAZw8V8n21EmxUs&usp=sharing

Page 67
Saginaw
Figure 39 Downtown Saginaw Farmers Market During the Summer Season (Market)
Currently, The City of Saginaw is relocating its farmer's market. A non-profit
organization, SVRC Industries Incorporation, purchased a former Saginaw News
building on 203 S. Washington Avenue nearby the Saginaw River. They plan to
redevelop and revitalize Saginaw's downtown marketplace with an outdoor pavilion,
a year-round indoor market, food processing, retail & office space, and commercial
kitchens in 100,000 square-feet of mixed commercial zone. Saginaw's farmer's market
will occupy part of the former Saginaw News building. Relocation will be completed in
2017. It will open every Monday, Wednesday, and Friday from 10 a.m. to 3 p.m. For
promotion purposes, the market will give a 50% discount on vegetables and fruits if
customers buy pre-paid purchasing cards, referred to as Bridge cards (McGeathy,
2016).
The most sold products at the Saginaw market are fresh, locally grown vegetables
(sweet corn, green beans, tomatoes, peppers, squash, greens, potatoes, onions, dry
beans, pickles/cucumbers) and fruits (apples, strawberries, melons, watermelons,
cherries, peaches, grapes). As for SNAP and Double Up Food Bucks (DUFB), in 2015
SNAP distributed $38,344 to customers and vendors redeemed $36,684. According to
Executive Director Shelley McGrathy, DUFB distributed $36,494 to customers and
vendors redeemed $35,458 (McGeathy, 2016).

Page 68
Farmers Market: Downtown Saginaw Farmers’ Market
Location: 507 South Washington Street (M-13) Saginaw, MI 48607 Saginaw County
Season Start Date: May 17
Season End Date: October 25
Days and Hours of Operation: Mon, Wed, Fri 10AM - 3PM, Sat 9AM - 1 PM
X Fresh Fruit
X Fresh Vegetables
X Meat
X Poultry
 Dairy
X Baked Goods
X Ready-to-eat foods
X Cut flowers
X Plants
X Others: Eggs, herbs, honey, jams, maple, nuts, soap, coffee, beans, and
mushrooms
X Cash
Card
X WIC Project FRESH
X Market FRESH
X Hoophouses for Health

Page 69
Flint
Figure 40 Flint Farmers' Market (Reinvest Flint, n.d.)
Flint Farmer's market has been a main market for the City of Flint since 1940. The
market was recently relocated to the downtown area. Today, this year-round farmer’s
market has been announced as one of the best in the country by the American
Planning Association (APA) and has more than 100 registered vendors. Flint Farmer’s
Market offers many products such as meat and poultry, baked goods, cheese, and
even soap and toy vendors. There is also a wine shop, an art gallery, a cafe, and
Middle-Eastern and Mexican groceries. It opens every Tuesday and Thursday from 9
a.m. to 6 p.m. On Saturdays, the market operates from 8 a.m. to 5 p.m.
When interviewed, Market Manager Karianne Martus credits the success of the market
to word-of-mouth marketing and a facility that speaks for itself. The market has a
comprehensive marketing plan that includes a mix of TV commercials, special events
and a coordinated social media presence. Additionally, annual brochures and
newsletter-like publications provide the market with a print presence (Martus, 2016 ).
When asked how the Flint Farmer’s Market supplements its supply of vegetable in the
colder months, Karianne mentioned hoophouses in the area bring in vegetables all
year round. Furthermore, baked goods, prepared foods, and other vendors are able
to keep the market at about the same size as the summer months throughout winter.
The indoor market currently has a waiting list (Martus, 2016 ).
The Flint Farmer’s Market has succeeded most in providing a family atmosphere that is
welcoming for both vendors and customers. The market is even able to host private

Page 70
events such as birthday parties and weddings with its indoor space. From a
management standpoint, two Market Managers divide work evenly. One focuses
primarily on facilities management of the over 30,000 square foot structure, while the
other handles vendors and other logistics of the market program like budgeting
(Martus, 2016 ). The Flint Farmer’s Market is owned by the Uptown Redevelopment
Corporation and it is not currently a financially self-sustaining market. Currently a
mixture of grants are responsible for paying for services such as maintenance,
cleaning, security and staffing.
Farmers Market: Flint Farmers’ Market
Location: 300 East First St. Flint, MI 48502 Genesee County
Season Start Date: Year-Round
Days and Hours of Operation: Tuesday & Thursday 9AM - 6PM, Saturday 8AM - 5PM
X Fresh Fruit
X Fresh Vegetables
X Meat
X Poultry
X Dairy
X Baked Goods
X Cut flowers
X Plants
X Others: organic products, eggs, seafood, herbs, honey, jams, maple, nuts,
soap, trees, wine, coffee, beans, grains, juices, mushrooms, pet food, tofu, and wild
harvest
X Bike friendly (bike paths/lanes lead to the market and bike racks present)
X Cash
Card
X WIC Project FRESH
X Market FRESH

Page 71
Grand Rapids
Figure 41 Fulton Street Market, Grand Rapids (Furner)
Fulton Street Market serves the downtown Grand Rapids area. The Grand Rapids
Department of Parks and Recreation oversees the market whose everyday operations
are executed by the Midtown Neighborhood Association. Weekly, around 11,000
shoppers visit the market and hosts 200 different vendors throughout the year (Fulton
Street Market, n.d.). The market is open May to December on Tuesdays, Wednesdays,
Fridays, and Saturdays from 8am to 3pm. January through May, the market is open on
Saturdays from 10am to 1pm. In 2011 and 2012 the market was renovated to include a
pavilion, office building, and indoor vendor space (Fulton Street Market, n.d.).
Figure 42 Fulton Street Market Shoppers (Fulton Street Farmers Market, 2015)

Page 72
Farmers Market: Fulton Street Market
Location: 1145 East Fulton Street Grand Rapids, MI 49503 Kent County
Distance from Bay City: 130 miles
Season: January- April
Days and Hours of Operation: 10AM – 1PM Saturday
X Fresh Fruit
X Fresh Vegetables
X Meat
X Poultry
X Dairy
X Baked Goods
X Cut flowers
X Plants
X Others: Organic products, eggs, herbs, honey, jams, maple, soap, and trees
X Cash
Card
X WIC Project FRESH
X Market FRESH

Page 73
Kalamazoo
Figure 43 Kalamazoo Farmers Market (Aistars, 2010)
The Kalamazoo Farmers’ Market is located on Bank Street and Collins Street 1.2 miles
from downtown Kalamazoo. The market sees 184 vendors yearly. It’s open from May
until November on Saturdays from 7am to 2pm and from June to October on Tuesdays
and Thursdays from 7am to 2pm (Kalamazoo Farmers' Market, 2015). The market is
operated by the Kalamazoo People’s Food Co-Op.
Figure 44 Vendor, Customer Sale at the Kalamazoo Farmers Market (Jessup, 2009)

Page 74
Farmers Market: Kalamazoo Farmers Market
Location: 1204 Bank Street, Kalamazoo, MI 49007 Kalamazoo County
Distance from Bay City: 170 miles
Season: May 2- November 21
Days and Hours of Operation: 7AM – 2PM; Tuesday, Thursday, and Saturday
X Fresh Fruit
X Fresh Vegetables
X Meat
X Poultry
X Dairy
X Baked Goods
X Cut flowers
X Plants
X Others: organic products, eggs, seafood, herbs, honey, jams, maple, nuts,
soap, trees, wine, coffee, grains, juices, mushrooms, pet food, wild harvest
X Cash
Card
X WIC Project FRESH
X Market FRESH

Page 75
Lansing City Market
Figure 45 The Lansing City Market's new location overlooks the Grand River in downtown Lansing
(Hedgecock)
The Lansing City Market opened in 1909. It is located on Grand River Ave near the
Capitol at 325 City Market Drive (Lansing Entertainment & Public Facilities Authority,
2016). The market is open Tuesday through Friday from 10am to 6pm and Saturday
from 9am to 5pm. The market is home to more than a dozen merchants and offers
kayak and canoe rentals, beer, wine, produce, grocery items, artisan cheese, organic
meat, natural health care products, and a full-service bar and grill. The current market
space is 6,000 square feet.
The market is owned by the City of Lansing, but operated by the Lansing
Entertainment and Public Facilities Authority (LEPFA). The management strategy
includes one full-time, paid Market Manager who facilitates a recently formed
volunteer program. LEPFA staff is also utilized partially as needed for tasks such as
accounting, and they are paid hourly from the market budget for their time. While the
market has a good location near the river, their biggest weaknesses are public
relations problems in which they did not consider public opinion carefully. They have
worked to mend this weakness through a public relations plan. The Lansing City Market
is located 1.5 miles from the Allen Street Market, which was also assessed as a case
study in this study. It is one of 26 markets in the tri-county Lansing area. The Market
Manager, Audrey Tipper, reports competitive marketing strategies are often utilized as
a method of attracting vendors, which can be, “intense.” In 2015, the market
generated $17,000 in Food Assistance. The Lansing City Market hopes to be financially
independent in the future, but is currently partially taxpayer funded (Tipper, 2016).

Page 76
Farmers Market: Lansing City Market
Location: 325 City Market Drive, Lansing, MI 48912 Ingham County
Season: Year Round
Days and Hours of Operation: Tue - Fri 10AM - 6PM & Sat. 9AM - 5PM
 Fresh Fruit
X Fresh Vegetables
X Meat
X Poultry
X Dairy
X Baked Goods
X Cut flowers
X Plants
X Others: organic products, eggs, seafood, herbs, honey, jams, maple, nursery,
nuts, soap, wine
X Cash
Card
X WIC Project FRESH
X Market FRESH

Page 77
Allen Street Farmer’s Market
Figure 46 Carrots at Allen Street Farmer's Market (Sanford, 2014)
The Allen Market Place is located on the east side of Lansing at 1629 E. Kalamazoo
Street. The market is open once a week year round on Wednesday’s from 3pm to
6:30pm. There are more than 15 vendors and they accept EBT and Double Up Food
Bucks tokens all year.
Figure 47 Indor Allen Street Farmer's Market (Sanford, 2014)

Page 78
Farmers Market: Allen Farmer’s Market
Location: 1611 E. Kalamazooo, Lansing, MI 48912 Ingham County
Season: Outdoors from May 20 – Oct 14, 2:30PM – 7:00PM
Indoors from Oct 21 – May 11, 3:00PM – 6:30PM, same location
X Fresh Fruit
X Fresh Vegetables
 Meat
X Poultry
X Dairy
X Baked Goods
 Cut flowers
 Plants
X Others: organic products, eggs, herbs, honey, wine, coffee, beans, and grains
X Cash
Card
X WIC Project FRESH
X Market FRESH
 Other:

Page 79
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Year-Round Farmers Market Feasibility

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