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USING DATA FOR DIRECTION AND PLANNING Applying value of the Moscow Farmers Market ---PAGE BREAK--- Market evaluation 1st AmeriCorps position for City of Moscow SEED and NEED surveys developed by marketumbrella Marketumbrella is a non profit, public market think tank based in New Orleans, LA and associated with the Crescent City Farmers Market ---PAGE BREAK--- SEED NEED 6,342 estimated shoppers 561 shoppers surveyed 553 complete surveys analyzed 534 survey responses input into marketumbrella online tool 3 surveys 206/226 shopper surveys 40/45 resident surveys 39/39 vendor surveys Surveys ---PAGE BREAK--- Sticky Economy Evaluation Device 47% visit market weekly 88% visit downtown neighborhood for market 68% Female; 32% Male 72% from ID; 25% from WA 64% Moscow 17% Pullman 16% other ID/WA areas 32% 6% 17% 16% 28% 3rd and Main 4th and Fountain 4th and Jackson parking lot 5th and Co-op 6th and Main Shoppers entering MFM percent of total ---PAGE BREAK--- What the surveys reported 90% spent $50 or less in/at the market 62% planned to spend or had spent money elsewhere in area 90% of those shoppers spent money in the $50 range ---PAGE BREAK--- ---PAGE BREAK--- ---PAGE BREAK--- Discussion • Opportunity costs • Market costs • Vendor costs ---PAGE BREAK--- 1997 BEA Multiplier Latah County multiplier 1.56 multiplier Economic impact inside market $5,998,824 Economic impact at businesses near the market $3,751,800 Total combined economic impact $9,750,624 1.52 multiplier Economic impact inside market $5,845,008 Economic impact at businesses near the market $3,655,600 Total combined economic impact $9,500,608 ---PAGE BREAK--- Neighborhood Exchange Evaluation Device 3% 36% 30% 31% 3% 58% 28% 13% 0% 18% 51% 31% A. 0-19 B. 20-39 C. 40-59 D. 60+ AGE Shoppers Residents Vendors 33% 38% 44% 67% 63% 56% Shopper Resident Vendor GENDER Male Female ---PAGE BREAK--- SHOPPERS RESIDENTS 59% attend just to shop 41% visit for secondary reasons Atmosphere 38% purchase produce from favorite vendor 80% shop market 21% only shop 78% have secondary reason Atmosphere Why do people visit the market? ---PAGE BREAK--- Who shops the market? • Women • Moscow and Pullman residents • Students and retirees • Age groups 20-39 and 60+ ---PAGE BREAK--- VENDORS • 61% come to market to make money • Secondary benefits include friends and atmosphere and new business opportunities • 72% identified MFM as only available retail outlet • 97% felt there was strong to solid sense of community at market