Why

The City of Bloomington Community Farmers’ Market (BCFM) celebrated its 50th anniversary in 2024. The BCFM has changed over the years, with more accelerated change occurring around the Covid-19 pandemic period. As a result, there are more options for both vendors and customers and this new landscape presented an opportunity to take a step back and examine the BCFM. This study provided a comprehensive examination of the BCFM’s operations and future growth opportunities.

HOW

Zec Eight Insights was hired to create an evaluation strategy that would yield actionable recommendations for immediate implementation while also working toward a common future state.

Zec Eight Insights implemented the following customized methodology:

• Collected, compiled, and analyzed previous BCFM evaluation/research reports, participation data/trends, and financial records.
• Created a unique benchmarking form and collected information from six Markets (Ann Arbor, MI; Broad Ripple, IN; Charlottesville, VA; Fishers, IN; Iowa City, IA; and Madison, WI).
• Engaged advisory council members, community partners, and 48 current and past vendors to understand their preferred direction for the BCFM.
• Developed a user survey that generated 124 responses providing key insights into

What

The final BCFM Evaluation Study Report contains eight foundational recommendations and five visionary recommendations. Key improvements/modifications identified through the process include, but are not limited to, enhancing market to vendor communication, increased staff training, facilitating vendor accountability, clarifying the advisory council’s role, and altering the existing point system methodology.

Reference
Leslie Brinson, CPRP
Recreation Services General Manager
(812) 349-3715
brinsonl@bloomington.in.gov
401 North Morton Street, Suite 250
Bloomington, IN 47404