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Parks & Rec presents Placer AI data showing growing Vine Street Market attendance; software subscription costs disclosed
Summary
Staff presented aggregated cell‑phone data from Placer AI showing steady visitor growth at the Vine Street Market, with the 2024 season reporting 17,500 unique visitors and 28,800 total visits; staff said the city pays about $24,000–$25,000 per year for the service.
O'Fallon City parks staff presented a monthly parks and recreation report on the Vine Street Market using Placer AI location‑data analytics, showing multi‑year growth and visitor demographics.
Andrew (parks and recreation staff) said Placer AI provides historical and real‑time data back to February 2017 and noted the market began in 2019. He reported visitor counts by year: "12,000 visitors in 2022, 16,600 visitors in 2023, and then this last year at 17,500 unique visitors," and added that when repeat visits are counted the market recorded 28,800 visits during the season. Staff said the market season data is filtered to Saturdays from May through October, 7 a.m. to noon.
The presentation included origin‑and‑destination patterns and demographic summaries. Staff said roughly 20–30% of visitors went to the market from home and returned home afterward, while nearly 20% visited an eating establishment before attending. The report identified top nearby businesses connected to market visits: Woods Bakery, Fertile, Bike Surgeon, and Sweet Katie B's.
On cost, Andrew said the city's Placer AI subscription was about "$24,25,000 for a year" (transcript: "This was 24 25,000 for a year"). He said the tool replaced the planned economic impact study because it provides comparable historical and real‑time data.
Council and committee members asked whether Placer AI provides per‑visit dollar‑value estimates; staff said the product does not provide direct monetary values per visit but that case studies and external economic‑impact resources are available. Staff said they will continue to highlight different datasets each month and that the city can add additional event tracking (for example, evening street parties) if requested.
