Downtown group rejects mid-week farmers market proposal

This summer, Phil Pagano developed a vision for a mid-week “micro” farmers market on Lemon Avenue in downtown Sarasota, gathering about 15 vendors from 10 a.m. to 2 p.m. to offer a rotating array of produce and other goods for visitors.

Pagano, who served as executive director of the Sarasota Farmers Market before parting ways with the organization this spring, presented that vision to the Downtown Improvement District at a meeting Tuesday. The micro-market proposal, which also included a request for a $33,350 investment from the DID, drew mostly negative reactions from board members who rejected the concept in a 4-1 vote.

The strongest criticisms of Pagano’s proposal came from board member Ernie Ritz. Although Pagano framed his plan as complementary to the larger Saturday events the Sarasota Farmers Market puts on, Ritz was vocally displeased with the idea of a second organization launching another farmers market downtown.

“I find this whole idea a bad idea,” Ritz said. “It’s bad for downtown. It reeks of vindictiveness to me. You’ve been fired by the farmers market, and now you want to build another farmers market in the very footprint that the existing Saturday market is in.”

The concept drew similar opposition from representatives for the Sarasota Farmers Market in attendance at Tuesday’s meeting. Market Chairman Travis Kinsey said he believed it was inappropriate to allow a competing market to operate in the same location as the Saturday event.

“Throwing a curveball with a Tuesday market, siphoning vendors from our market, just creates nothing but confusion in our minds,” Kinsey said.

Pagano rejected the suggestion that his proposal was fueled by resentment for the Sarasota Farmers Market. He wished the organization well and said he would be willing to work with them on the micro-market concept. But following an acrimonious split with the group and disputes that continued into the summer, Sarasota Farmers Market Manager Ciera Coleman said she did not believe there was any potential for collaboration with Pagano.

“There has been a lot of animosity behind the scenes, and this is not something that I feel — and I do not believe anybody on the board feels — that we can work together with Phil about,” Coleman said.

The lone vote in favor of Pagano’s request came from Wayne Ruben, who said he supported any effort to bring more economic activity to downtown as businesses struggle during the COVID-19 pandemic.

“It’s not a competition,” Ruben said. “This is about survival — survival of our merchants and our restaurants. I implore upon you all to think open-minded. How do we be creative in these very challenging times?”

Other board members expressed some skepticism about the benefits of a mid-week market for brick-and-mortar shops and restaurants. Board member Ron Soto noted that the Sarasota Farmers Market tried mid-week events before but failed to sustain them. Pagano said he believed the location of those events, held in Five Points Park, was not optimal. Still, the majority of the board was not convinced.

“I think the farmers market, like everyone else, is a great thing for downtown,” board member Eileen Hampshire said. “I don’t think it helps the merchants.”

Ruben and other DID board members encouraged the Sarasota Farmers Market to consider whether it could possibly put on some form of mid-week event on its own. Coleman said the market was interested in exploring partnership opportunities with the DID, but also said the organization is focusing on stabilizing itself after reopening post-shutdown.

Ruben referenced an article in the Wall Street Journal that said struggling shopping malls were turning to farmers markets as a way to attract shoppers. He encouraged the Sarasota Farmers Market to be mindful of the possibility that Sarasota mall operators could do the same thing.  

“You gotta be sharp on your game, because you’ve got competition coming from the big people out there that are desperate,” Ruben said. “Those mall operators are desperate.”

Coleman responded by saying the market was working to strengthen its team and maintain its status in the community, lumping Pagano’s proposal in with Ruben’s warning about potential competitors.

“You can see we do have people coming after us right now,” Coleman said.

Following the meeting, Pagano said he did not plan to pursue alternate funding options for the micro-market concept. Pagano said he appreciated Ruben’s efforts to moderate the conversation and agreed with his message about finding creative ways to energize downtown.

“We can’t have in-party bickering and fighting,” Ruben said. “We need to step up with our minds, our dollars and our hearts to help our core.”