Belmont Farmers\' Market MCFE Presentation

$Page 1: Belmont Farmers\' Market MCFE Presentation$
Welcometo the Belmont Farmers’ Market Presentation

Babson College Management Consulting Field ExperienceFall 2009

Project Manager: Linda Myers-Tierney

Richard BetterleyMolly HamelRachael PlummerPaul Rollinger

"In some cases, local business people are so negatively disposed to the changes a market brings that they are never able to acknowledge the positive facts, nor create a positive relationship with the market”

– Jeff Cole, Mass Farmers’ Market Associate

Meet the Belmont Farmers’ Market

• BFM founded: Summer 2006• Belmont Center parking lot• Volunteer-run June through October• “Best of Boston 2009”• Strong customer/vendor relationships

Babson CollegeManagement Consulting Field Experience Fall 2009

Mission Statement

To research and develop ways for the Belmont Farmers’ Market to

strengthen ties with the Belmont Center Business Association and other Belmont businesses, and

the community at large.


Presentation Agenda

Findings

Business Impact

Parking

Market Timing

Market Location

Recommendations

Communication

Parking

Synergy

Research

• Interviews• Surveys• Other Markets• Industry


Relationships in the Town of Belmont


3 Major Issues

1. Stores not included in BFM’s decisions

2. Stores think BFM worsens parking

3. Stores do not see benefit of BFM


Recommendations

• Invite a business representative to join the Belmont Farmers’ Market Committee Communication

• Waive hourly parking limits for business employeesParking

• Launch a cross-promotional strategy with businesses

• Invite other community groups to the market

Synergy

Presentation Agenda

Findings

Business Impact

Parking

Market Timing

Market Location

Recommendations

Communication

Parking

Synergy

Research



Research Methods• Interviews• Surveys• Visits to other markets• Industry research


Presentation Agenda

Findings

Business Impact

Parking

Market Timing

Market Location

Recommendations

Communication

Parking

Synergy

Research



Findings: Business Impact

Employee Perceptions• Mixed opinions

– Some polarization

• No new customers

“Farmers’ market customers come and go, they are here for the market and do not shop in town.”

“They cut through my store, but they don’t buy anything.”



Quantitative Research• Industry: 33%-65% market and

merchant customers-Oregon Small Farms Technical Report 2007

• Belmont: 70%• Most are not new customers:

– 24% from outside Belmont– 12% shop in town



Quantitative Research• Best customers are good merchant

customers– Longevity– Frequency– “Destination Shoppers”



0

10

20

30

40

50

60

0

10

20

30

40

50

60

Longevity Frequency

BFM-Only Shoppers

Store Shoppers

Less Frequent More FrequentNewer Customers Older Customers


0

10

20

30

40

50

60

BFM-Only Shoppers

Store Shoppers

“Routine Shoppers” “Destination Shoppers”

Presentation Agenda

Findings

Business Impact

Parking

Market Timing

Market Location

Recommendations

Communication

Parking

Synergy

Research



Findings: Parking

• Businesses– Problem for employees– Perceived problem for customers

• Belmont Police– Small increase in parking

• Selectman– Not difficult


Findings: Parking

72%

22%

3%3%

Market customers who have trouble finding parking

Never

Rarely

Sometimes

Always


Presentation Agenda

Findings

Business Impact

Parking

Market Timing

Market Location

Recommendations

Communication

Parking

Synergy

Research



Findings: Market Timing

88%

12%

How customers feel about market timing

Convenient

Inconvenient


Findings: Market Timing

• Businesses– Thursday-Sunday is busy– Best day is Monday

• Vendors– Timing based on other markets

• Belmont Police– Every day is busy in Belmont


Presentation Agenda

Findings

Business Impact

Parking

Market Timing

Market Location

Recommendations

Communication

Parking

Synergy

Research



Findings: Location

98%

2%

How customers feel about market location convenience

Convenient

Inconvenient


Findings: Location

• What people like about the location:– Vendors

• Parking Lot• Customers• “The best markets are near a Starbucks…”

– Customers• Centrally located• Convenient• Community feel


Presentation Agenda

Findings

Business Impact

Parking

Market Timing

Market Location

Recommendations

Communication

Parking

Synergy

Research



Invite a liaison from business community to the BFMC

• Lack of Communication– Belmont Center Business

Misconceptions• Location• Timing • Parking



• Location– Businesses felt they had no say– Farmers’ Market was favored

• Timing– Requested Monday

• Parking– Businesses think parking is a major issue– Farmers’ Market knows it isn’t



• Invite a liaison• Open flow of communication• Address problems



• Results– Future collaboration– Newsletter to businesses


Presentation Agenda

Findings

Business Impact

Parking

Market Timing

Market Location

Recommendations

Communication

Parking

Synergy

Research



Waive hourly parking limits for business employees

• Parking: problem for stores, not customers– “Sometimes I have to drive all over town

to find parking”

• Customer parking under utilized


Waive hourly parking limits for business employees

Presentation Agenda

Findings

Business Impact

Parking

Market Timing

Market Location

Recommendations

Communication

Parking

Synergy

Research



Launch cross-promotional strategy with businesses

• Successful relationships between BFM and Businesses

• “Cut-through” stores don’t see return on extra foot traffic



• Massachusetts Farmers’ Market website – Positive relationship between markets

and local businesses



• Belmont Business Sponsor of the Week

• Roots & Sprouts: Business Feature• Results:

– New customers for BFM and businesses– Stronger community


Invite other community groups to the Market

• Draws foot traffic to the market• Inspiration from other markets


Invite other community groups to the Market

• Belmont Community Organization of the Week

• Weekly showcase• Results

– Educate Belmont youth– Involve new customers– Increase loyalty


Goal: Improving All Relationships in the Belmont Community

Parking Permit

- Cross Promo- Liaison

Invite New Groups


Richard BetterleyMolly HamelRachael PlummerPaul Rollinger

Works Cited• "Belmont Farmers' Market Customer Survey ." Qualtrics Research Suite . Babson Park, 2

November 2009.• Cole, Jeff. Executive Director of Mass Farmers Markets Rachael Plummer. 1 November 2009.• "Customer Surveys at the Belmont Farmers' Market." Belmont, 29 October 2009.• Dickhaut, Gerry. Owner of Champions Sporting Goods Chip Betterley. 2 November 2009.• Employee of Belmont Toys Rachael Plummer Chip Betterley. 20 October 2009.• Employee of Champions Sporting Goods Rachael Plummer Chip Betterley. 20 October 2009.• Employee of Irresistibles Paul Rollinger Molly Hamel. 15 October 2009.• Employee of Pretty Petals Boutique Rachael Plummer Chip Betterley. 20 October 2009.• Foley, Kevin. Owner of Locatelli Properties, LLC Molly Hamel. 13 November 2009.• Frankie. Owner of Catch of the Day Paul Rollinger Molly Hamel. 15 October 2009.• Leclerc, Dan. Belmont Board of Selectman Paul Rollinger Rachael Plummer. 3 November

2009.• Manager of Macy's Paul Rollinger Molly Hamel. 15 October 2009.• Manager of Sovereign Bank Molly Hamel. 5 November 2009.• Manager of Stone Hearth Paul Rollinger Molly Hamel. 15 October 2009.• Santangelo, Richard. Lieutenant of Community Relations Molly Hamel. 5 October 2009.• Store Owner of Calista's Paul Rollinger Molly Hamel. 15 October 2009.