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AGENDA ITEM NO. 17.
CITY OF HAWTHORNE City Council AGENDA BILL For the meeting of 12/09/2025 Originating Department: Housing |
City Manager:
Department Head:
SUBJECT:
Establish a professionally organized Farmer’s Market in partnership with Local LA Farmers’ Markets and the Hawthorne Chamber of Commerce.
RECOMMENDED MOTION:
Staff recommends that the City Council:
1. Approve a partnership between the City, the Hawthorne Chamber of Commerce, and Local LA Farmers’ Markets to provide professional services necessary to administer and implement a local Farmer’s Market on City property.
2. Authorize the City Manager, or designee, to execute, amend, and keep record of documents necessary to administer Professional Services for the Hawthorne Chamber of Commerce and with Local LA Farmers’ Markets (LLFM).
2. Authorize the City Manager, or designee, to execute, amend, and keep record of documents necessary to administer Professional Services for the Hawthorne Chamber of Commerce and with Local LA Farmers’ Markets (LLFM).
DISCUSSION:
Overview/Background:
LLFM would like to bring a Certified Farmers' Market to the City of Hawthorne, creating a valuable community asset that extends beyond a weekly marketplace. A farmers' market serves as a true community hub, connecting residents with fresh, locally grown produce while supporting small farmers, artisans, and food producers.
This market will be under the umbrella of the Hawthorne Chamber of Commerce, managed by LLFM, and in partnership with the City of Hawthorne. LLFM would provide services, including establishment and setup, vendor recruitment and management, market operations, reporting, marketing and promotions, layout design, optimization, and development of a growth plan.
Cost Analysis:
The Chamber of Commerce, as the market operator, will include insurance coverage. Each business will pay an initial cost of $325 per year for the permit/license with the Department of Health, all applicable Hawthorne Licensing fees, and $2 per tent/per vendor/per day of the market fee to the CDFA (California Department of Food and Agriculture).
Revenue Opportunities:
LLFM will receive 80% (minus the weekly CDFA fee) of the market revenue, and through this will cover, but is not limited to:
Revenue is generated through the market by vendor fees. Management is considering a model of $50 per tent or 8% of daily revenue, whichever is higher, for each vendor. From this, 20% of the vendor fees will be allocated to the Hawthorne Chamber of Commerce and the City of Hawthorne. The remaining amount will cover agriculture fees and Local LA Farmers' Markets to cover market operations and management.
Based on conservative projected total revenue, the market's yearly revenue is estimated to be around $124,000 in its first year, $172,500 in its second, and $271,200 by the third year of operation. 20% of which will go to the Chamber and City.
Benefits:
A farmers' market is more than a marketplace; it's a community hub that fosters connections, supports local businesses, and promotes healthy living. The partnership looking to bring the following benefits to the City of Hawthorne:
LLFM would like to bring a Certified Farmers' Market to the City of Hawthorne, creating a valuable community asset that extends beyond a weekly marketplace. A farmers' market serves as a true community hub, connecting residents with fresh, locally grown produce while supporting small farmers, artisans, and food producers.
This market will be under the umbrella of the Hawthorne Chamber of Commerce, managed by LLFM, and in partnership with the City of Hawthorne. LLFM would provide services, including establishment and setup, vendor recruitment and management, market operations, reporting, marketing and promotions, layout design, optimization, and development of a growth plan.
Cost Analysis:
The Chamber of Commerce, as the market operator, will include insurance coverage. Each business will pay an initial cost of $325 per year for the permit/license with the Department of Health, all applicable Hawthorne Licensing fees, and $2 per tent/per vendor/per day of the market fee to the CDFA (California Department of Food and Agriculture).
Revenue Opportunities:
LLFM will receive 80% (minus the weekly CDFA fee) of the market revenue, and through this will cover, but is not limited to:
- Market Staffing
- Equipment: Tents, weights, table, dining tables, chairs, umbrellas, banners, and general supplies
- Market Growth Plan and Optimization
- Insurance
- Bathroom cost and handwashing station
- Marketing and promotion
- Reporting
Revenue is generated through the market by vendor fees. Management is considering a model of $50 per tent or 8% of daily revenue, whichever is higher, for each vendor. From this, 20% of the vendor fees will be allocated to the Hawthorne Chamber of Commerce and the City of Hawthorne. The remaining amount will cover agriculture fees and Local LA Farmers' Markets to cover market operations and management.
Based on conservative projected total revenue, the market's yearly revenue is estimated to be around $124,000 in its first year, $172,500 in its second, and $271,200 by the third year of operation. 20% of which will go to the Chamber and City.
Benefits:
A farmers' market is more than a marketplace; it's a community hub that fosters connections, supports local businesses, and promotes healthy living. The partnership looking to bring the following benefits to the City of Hawthorne:
| Access to Fresh, Local Food Provides fresh, seasonal, and locally grown produce directly from farmers |
| Local Business Support Helps small farmers, artisans, and food producers thrive |
| Foster Community Engagement Provides a weekly gathering space where neighbors can connect |
| Support Food Security & Accessibility SNAP/EBT benefits and WIC through participating farmers |
| Experience and Vendors Tailored to Hawthorne’s community |
In addition to these community benefits, LLFM will provide complete market management services to build a thriving market, which include:
| Establishment & Setup | Guide and assist the Chamber in formation steps, permits, certifications, compliance, EBT application, and the overall operational plan |
| Vendor Recruitment & Management | Source, onboard, and manage all vendors |
| Market Operations | Oversee weekly setup, breakdown, site logistics, and day-of management |
| Financial Management | Handle vendor payments and reporting |
| Marketing & Promotions | Plan and execute campaigns to build awareness and drive attendance |
| Experience & Layout Design | Create an optimized vendor layout and engaging customer experience |
| Optimization & Growth | Monitor performance, improve operations, and support market expansion |
Site Options & Logistics:
Betty Ainsworth Sports Center's parking lot is an ideal location for a neighborhood farmers' market, offering ample space for the market footprint and parking for vendors and customers. The site accommodates onsite vendor and customer parking at launch, with vendor load-in and load-out occurring outside of market hours. During market hours (9 a.m.–2 p.m.), customers can enter from Doty Avenue and park in the designated spaces, nearby lots, or available street parking.
The layout also provides room for future growth, allowing the market to expand as additional vendors are added over time.
The layout also provides room for future growth, allowing the market to expand as additional vendors are added over time.
ECONOMIC DEVELOPMENT STRATEGIC PLAN:
None
FISCAL IMPACT:
Staff recommends approval of a General Fund expenditure in an amount not to exceed $2067 per occasion for the first 12 months. This amount covers barricades, trash bin, organic bin, recycling bin, staff time, no parking signs, porta potty and wash basin and the CMB Board daily rates. Staff believes the profit generated from the event will cover all ongoing expenses.
NOTICING PROCEDURE:
72 hours posted notice pursuant to the Ralph M. Brown Act.