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Council backs two‑year extension for farmers market operator and asks staff to strengthen marketing and sustainability terms
Summary
Portola Valley staff recommended a two‑year amendment to the Good Roots farmers market license; the council supported the extension, asked staff to research compostable bag requirements and vendor costs, and requested regular promotional updates and signage to boost attendance without town funding.
The Portola Valley Town Council asked staff to draft a two‑year amendment to the town’s license with Good Roots to continue operating the Portola Valley Farmers Market while staff and the operator work on marketing, local-vendor outreach and sustainability details.
Town Manager Darcy Smith told the council the license requires an annual update and staff would return the amendment for council authorization on the consent agenda. “We would recommend a two‑year amendment term just to provide a little bit more stability,” she said.
Good Roots’ local manager (Nyall) said the market typically hosts about 15–20 regular stalls (peaking to perhaps 25 at the height of summer) and sees roughly 150–400 attendees during peak weeks. Weekly vendor stall fees are $40; Good Roots said it often waives fees for small agricultural vendors and that the market can process EBT/CalFresh transactions, although usage at Portola Valley has been infrequent. Nyall said Good Roots plans children’s activities, a trial first‑stall waiver to attract vendors, and more signage and social media outreach to grow regular attendance.
Councilors pressed several operational issues: local San Mateo County farmers have not been a regular presence and staff and the operator were asked to do outreach; the contract’s sustainability language already calls for compostable serveware and produce bags in practice, but several councilors asked staff to research state/county rules and the cost impact on vendors and whether vendors can charge for bags under current law. Staff agreed to return with legal and cost information.
On safety and logistics the council asked about crosswalk coverage referenced in the current license. Several members said the crossing‑guard language should be narrowed or enforced only when needed; staff committed to research how often the service is used and bring options.
Council members supported marketing asks including a weekly market update (seasonal highlights and which vendors will be present), permission for a market A‑frame sign on Portola/Alpine, and encouraging local musicians and community talent to perform; they did not approve additional town funding for market activities at this time.
Staff will negotiate the license amendment with Good Roots and return the revised agreement (including any clarified language on sustainability, marketing coordination and the license map) on the consent agenda for ratification.
