Council reviews farmers market season; members question cost and vendor revenue

Middleburg — Council members spent an extended portion of the meeting reviewing the 2025 farmers market season and debating whether the town should continue operating the market or support an outside group taking it over.

Staff reported the market ran for 26 weekends with initial vendor counts near 20 that fell to between 9 and 14 late in the season. Manual foot-traffic counts were reported at roughly 225 to 400 visitors per market; staff estimated hard costs for the season at approximately $22,000–$25,000 and said the town had authorized up to $40,000 for related events. Marketing boosts on social media were used and town staff provided directional banners and signage.

Council members praised the market’s improved atmosphere and new vendors but raised concerns from several vendors that sales revenue did not meet expectations. Some council members questioned the net public benefit versus the staff time and cash cost: council discussion covered vendor pricing (market vendors’ produce perceived as expensive by some residents), competition from nearby markets, and potential actions such as conducting a vendor survey, improved local outreach, and clearer revenue/expenditure reporting.

Staff said they had been approached by a local entity interested in running the market at a separate location and will bring more details to council; staff also agreed to prepare clearer revenue-and-expenditure lines and to survey vendors about their experience and likelihood of returning.

Next steps: staff will prepare vendor and resident surveys, report a clear revenue/expenditure reconciliation, and present any third-party proposals to council before deciding whether to continue town operation in 2026.