San Gabriel council approves Farm & Craft Market contract, $20,000 to relaunch farmers market

The San Gabriel City Council voted unanimously to contract with Farm and Craft Market Inc. and to appropriate $20,000 to relaunch a city farmers market on South Mission Drive. The 5–0 vote authorizes the city manager to execute the professional services agreement and funds equipment rentals, advertising and marketing for fiscal year 2025–26.

Economic Development Manager Karen Koh presented the operator’s proposal and staff recommendations, saying the market would operate year-round on Saturdays from 9 a.m. to 1 p.m., feature a minimum of 25 vendors weekly (including at least eight certified farmers), and include community engagement programming. Koh told the council staff recommends a one-time $10,000 marketing allocation to support banners, flyers and giveaways, with additional promotion on city channels.

Representatives of Farm and Craft Market said the operator manages dozens of markets across Southern California and would run the San Gabriel market without subcontractors. Christy (a Farm and Craft representative) said the company will run its own social media and marketing while the city will run paid social ads on city platforms; she said Farm and Craft would recruit vendors from its existing network and tailor vendor selection to community preferences.

Council members pressed on logistics: Vice Mayor Chan asked whether the city would rent porta‑potties rather than rely on nearby Playhouse restrooms to meet LA County health-distance requirements; staff said county rules and on-site distances drive equipment choices. Councilmember Wu asked whether the operator’s social‑media accounts would be owned by the operator; Farm and Craft replied it would own market handles and content created under the contract, while the city retains its own advertising channels. Staff clarified the agreement includes a 30‑day termination clause if the partnership is not producing expected results.

Councilmembers also discussed vendor fees and nonprofit mission. Farm and Craft described a vendor fee model that shares a percentage of sales with the market operator and provides EBT access for low‑income shoppers. Councilmember Ding stressed the need to recruit vendors that reflect the city’s multicultural customer base; the operator said several farms and specialty vendors could meet those needs.

Staff and the operator said launch planning would include weekly debriefs and shared sales reporting to keep council informed and allow adjustments. The council discussed a likely launch window in the first quarter of the next year, with staff and operator citing March as a feasible target. The contract and appropriation were approved by roll call vote 5–0.

The agreement directs the operator to manage market setup and vendor recruitment; the city will provide restrooms, waste collection, traffic control for temporary street closures and inclusion in city marketing. The appropriation covers equipment rental, advertising, and promotional outreach for FY 2025–26. The council also approved a modified business license fee structure to support rotating and seasonal vendors.

Next steps: staff will finalize contract language, coordinate prelaunch public outreach and vendor recruitment, and return to council if major changes to site or funding are required.