Pike Place Market Preservation & Development Authority (PDA) · info@pikeplacemarket.org · pikeplacemarket.org P: 206.682.7453 · F: 206.625.0646 · 85 Pike Street, Room 500 · Seattle, WA 98101

Date: Tuesday, April 10, 2018 Time: 4:00 p.m. – 6:00 p.m. Location: The Classroom Committee Members: Betty Halfon (Chair), Patrice Barrentine (Vice-Chair), Gloria Skouge, David

Ghoddousi, Colleen Bowman, Paul Neal and Mark Brady

4:00pm I. Administrative A. Approval of Agenda B. Approval of the Market Programs Committee Meeting

Minutes for March 13, 2018

Chair

4:05pm II. Announcements and/or Community Comments Chair

4:10pm III. Programs and Marketing Report Justin Huguet

4:30pm IV. Reports and Discussion Items A. MarketFront Summer Programming

Justin Huguet, David

Dickinson and Zack Cook

5:40pm V. Action Items

5:55pm VI. Resolutions to be Added to Consent Agenda Chair

5:50pm VII. Public Comment Chair

5:55pm VIII. Concerns of Committee Members

6:00pm IX. Adjournment Chair

Market Programs Committee Meeting Agenda

Pike Place Market Preservation & Development Authority (PDA) · info@pikeplacemarket.org · pikeplacemarket.org P: 206.682.7453 · F: 206.625.0646 · 85 Pike Street, Room 500 · Seattle, WA 98101

Pike Place Market Preservation and Development Authority (PDA) Tuesday, March 13, 2018 4:00 p.m. to 6:00 p.m. The Classroom Committee Members Present: Betty Halfon, Paul Neal, Gloria Skouge, Mark Brady, David Ghoddousi Other Council Members Present: Staff Present: Mary Bacarella, Emily Crawford, Aliya Lewis, Kalyn Kinomoto, Justin Huguet, Karin Moughamer, Scott Davies, David Dickinson, Zack Cook, Molly Kirk, Maggie Mountain, John Turnbull Others Present: Howard Aller, Chris Scott, Destiny Sund, Jerry Baroh The meeting was called to order at 4:01 p.m. by Betty Halfon, Chair. I. Administration

A. Approval of the Agenda The agenda was approved by acclamation. Paul Neal entered the meeting at 4:02 pm.

B. Approval of the February 13th, 2017 Market Programs Committee Meeting Minutes The February 13th, 2017 Minutes were approved by acclamation.

II. Announcements and Community Comments

Destiny Sund, one of the owners of The Confectional, stated that one of the most exciting things to happen to them in a few years is the current bus campaign and write up through the Marketing program. She was very excited to see her picture on a bus. The campaign has directly impacted her social media accounts. On the same day the article came out, she received a 157 new followers on Instagram and 68 new likes. She usually sees 10-30 likes a month and 2-10 new followers a month. All these people represent potential new customers. The article ignited a number of conversations at their front counter, including other vendors and customers. Since all they focus on is cheesecake it can be a challenge to come up with new ways to talk about their product so this gave them a good excuse to be more active on social media. Desitny thanked the PDA for letting the local community know they are here. Whenever she talks with someone from Seattle she pays them a little extra attention and she encourages them to come back. She applauds the campaign for advertising directly and locally. Howard Aller noted today’s presentation on MarketFront summer programming, which includes concerts sponsored by the Downtown Seattle Association. Howard is in support of this idea,

Market Programs Committee Meeting Minutes

however, he encourages the PDA and DSA to select a wide variety of music as he’s noticed in recent years the music selection has been narrow.

III. Programs and Marketing Director’s Report

Emily Crawford began by thanking Justin Huguet for leading February’s Market Programs meeting while she was out sick. She recognized that next Tuesday is the 21st annual Daffodil Day where 9K flowers will be passed out by 45 volunteers at 20 locations around downtown. This is an incredible effort by Scott Davies and the Farm team. The Marketing team will be creating a Behind the Scenes Daffodil Day video. Emily Crawford directed councilmembers to the articles provided in the packet, including a very comprehensive story in Seattle Business Magazine about how the PDA manages the Market and its complex economics and a Seattle Magazine story titled Winter is the Perfect Time for Locals to Visit Pike Place Market. In addition the following Valentine’s stories included mentions of Sweetie’s Candy, indi chocolate, Choukette, Pink Door, Il Bistro and Shug’s:

Where Traveler – “8 Great Seattle Date Ideas”

The Eat Guide – “Seattle Sweets to Spoil Your Sweetheart This Valentine’s Day”

Seattle Mag – “8 of Seattle's Best Chocolate Shops”

425 Magazine – “The Season for Chocolate Lovers”

Seattle Refined – “Where to make those Valentine's Day reservations”

The Stranger - indi chocolate’s truffle class

Emily continued with an update on the Center City Connector Streetcar construction, noting that she, along with Kalyn Kinomoto, have been attending weekly meetings with SDOT’s construction and outreach team managing the street car project. The Market is hosting an outreach meeting in the Elliott Bay room on March 27th. The focus is to make sure the Market community is as informed as possible about the coming project and getting people to outreach meetings where they can ask questions of the SDOT project team. PDA outreach for the streetcar include a lead March Market Insider story, Freshwire email blasts, social media posts, a blog post, Daystall roll call, passing out hundreds of info sheets and flyers to the social services, info booth, Market commons and others, a Tenant Alert to the entire Market and networking with community groups such as Visit Seattle, DSA and the concierges guild. The information is also posted on the Neighborhood News page on the website. Emily added that the aquarium saw a large increase in visitors and memberships during the waterfront construction and she has asked, but has not received yet, their marketing director for numbers year over year. This is a positive sign based on upcoming construction and will share the numbers when she gets them. David Ghoddousi asked if we know where the aquarium tells people to park. Justin Huguet stated the Market garage is listed on the aquarium website.

Emily next addressed questions that were presented at the February Market Programs Committee Meeting, beginning with the question regarding the target audience and how many people are living in the areas that are being targeting with PDA advertising dollars. She quoted data from the Downtown Seattle Association 2018 Economic Report. This is data that was

collected in 2017. 5,723 Residential units are going to be completed and by the end of 2018 another 3,626 residential units are scheduled for completion with apartment construction (50% of which are 1 bedroom) representing the majority of new units coming online. The data includes:

More than 70,000 residents call downtown Seattle home (22-percent growth since 2010)

More than one in 10 Seattleites call downtown home.

There are more than 47,000 households in downtown.

The median age of a downtown resident is 37. That’s the same as the city and a year younger than the median age in the Puget Sound region.

Downtown has added 65,000 jobs since 2010

Downtown opened more than 75 restaurants in 2017

Retail in downtown added $400 million to the local economy in 2017

Emily next addressed the question regarding the PDA’s focus on the specific neighborhoods being targeted. In terms of our social media promoted posts and our digital advertisements there is a two-mile radius from Pike Place Market, which includes Pioneer Square, Capitol Hill and Lower Queen Anne. There is a specific focus on attracting people within an easy walk or transit commute to the Market and the satellite markets, including Regrade, South Lake Union and First Hill. Those three markets are within 1 mile of Pike Place Market with the Regrade and First Hill needing the most attention. The PDA is going for the broadest reach possible throughout Seattle, with the allotted budget of $45K. The strategy for this plan, which covers February through October, is to drive reach, interest and attendance during shoulder seasons (spring and fall) and drive awareness and attendance to our five Farmers’ Markets during summer. To do so, the PDA employs tactics such as OOH transit ads, radio and digital media to create excitement and build awareness of the local, seasonal and uniquely Seattle aspects of the Market. Emily continued with information on the KUOW radio ads that will reach 920,000 listeners over the course of the campaign. The first ads are running now, the week of March 12, and the week of March 26 (8 spots a week) with spring message promoting first of the season produce, flowers and specialty items for the spring holidays of Easter and Passover. The latter is due to past research showing that a major driver for Seattle locals to come to the Market to shop is for special occasions/holidays. KUOW reaches 383K weekly listeners on the station located throughout the north, central and south Puget Sound, from Bellingham to Olympia. KUOW is in the top ten stations reaching listeners in King County and Seattle. There are currently OOH transit ads running with the Local, Seasonal, Personal campaign. These ads will deliver 5 Million impressions ($21K spend). The benefit of OOH is that you can reach huge audiences and it amplifies dollars being spent in other areas. Mark Brady asked if iheartradio has been considered based on the age demographic of 37. Emily Crawford noted that ihearmedia digital is being used to target customers within walking distance of our farmers markets.

Emily Crawford next addressed the question from last month’s meeting regarding the number and theme of press releases sent out in 2017. Of the 18 releases sent out last year, 14 of them were on topics unrelated to the MarketFront or the 110th anniversary. Topics included: a Taste of the Market Culinary Series, a special event in January focused on Artists in the Market called “Illumination” that celebrated what artists bring to the Market all year long, a Farmers Market opening day celebration, the Inaugural Green Star awards celebrating Market businesses who are leaders in sustainable practices, an event with the Smithsonian’s National Museum of American History and other annual events such as Flower Festival, Daffodil Day and Magic in the Market and Behind the Table. All of these releases are available in the Press room on the PDA website. Emily provided information on metrics used to track marketing and sales. In November 2017, we reached our first year of annual pedestrian data—the sensors were installed in November 2016. According to John Turnbull, traffic is down about eight percent from January and February the year prior. The pedestrian data shows that the Market is very dependent on three factors: Weather; Downtown activation including cruise ships, conventions, and professional sports; Holidays. John Turnbull added that it appears the weekday numbers were down but weekends were steady. Betty Halfon asked if John knew what might be affecting sales for tenants at the Market. John responded that mercantile products have been most effected all around. Market businesses as a whole are doing roughly 2-3% growth year over year. David Ghoddousi asked if there is a chart for the data from pedestrian counters the Committee can look at. David wonders if it would be helpful to have counters at the Hillclimb to have some comparison data to see if marketing of Downunder shops is working. Emily Crawford continued with some background of what the marketing department focuses on. They do not highlight specific shops or drive business to specific products. The focus is on specific sectors, such as gifts, crafts, art, specialty foods, produce and WA farmers as well as individual people as producers, such as in the Local, Seasonal and Personal campaign. Marketing does not focus on the businesses that are the highest grossing revenues, instead focusing on those businesses that are not juggernauts. Emily Crawford noted she has been diving into the archives to find research studies that have been conducted over the last 20 years. Much of this research informs what the Market does today and needs to be updated. She shared that the last major survey, a telephone survey was conducted in 2010. Going forward, that survey can provide a benchmark from which to start from. Past research shows that the drivers that bring locals to the Market are:

Fresh flowers and produce

Holidays

Having guests from out of town

Live nearby and do grocery shopping here, or attending nearby events

Challenges include:

Perceived lack of parking

Crowds

Tourists

Car traffic

Grocery stores/farmers markets closer to home that have amenities such as shopping carts

Inconvenience of shops closing by or before 6 p.m.

Since 2012 the goal has been to increase the Market’s profile in Seattle and to increase engagement by locals. We can track that most specifically through our website traffic, Facebook insights and fans on Twitter and Instagram. Emily noted she has asked Justin to look into those numbers specifically and report back in April on that. One of the goals this summer is to increase traffic to our farmers markets through hyper-targeted Digital and Social. We will be able to track how successful our digital advertising through response-driven media like geo-fenced digital/social. At the end of this campaign, we will be able to report back the results of our efforts and compare them to the farm sales from last year. Mary Bacarella added there is a lack of research over the last eight years and this will need to be revisited. Through DSA we know who lives downtown, but we don’t know if that’s the Market’s audience. Emily Crawford added previous studies indicated the Market audience is women who live north of downtown. Mary would like to know who the Market customers are and the next step would be to identify an audience to focus on and go from there. Emily Crawford added the previous research is a good benchmark to understanding the audience in 2010. David Ghoddousi added there have been many surveys over the years and they all come back with feedback about parking and crowds, basically providing the same information year to year, which is why a study hasn’t been done in a while. Mary Bacarella added it’s going to be interesting to compare the data from DSA on who lives downtown with who is actually coming in to the Market. It may be the same or it may be different. Betty Halfon suggested adding a question on the survey to know if someone actually bought something during their visit. David Ghoddousi would like to look at demographics and see if having more people in downtown means higher sales. Mary Bacarella asked if past surveys included a plan to address messages as a way to work through the challenges. Paul Neal stated he is most interested in hearing about the plan and does not feel it’s up to the Committee to determine if a survey is best.

Betty Halfon noted public comment is not generally allowed during presentations but welcomed the comment by Destiny Sund. Destiny Sund stated she is on the board of the Seattle Restaurant Association and noted there are 1,000 new people moving to Seattle each week. Also, Uber is cheaper than parking and many people get to the Market that way. Betty Halfon asked for Emily Crawford’s notes since her presentation was so detailed.

IV. Reports and Discussion Items

A. Daystall Rules and Review Presentation Before getting started on the Daystall Rules review, David Dickinson shared an update on senior crafter Chuck Pefley, a long time Market crafter, who recently had to retire due to his battle with cancer (which he openly has shared with the Market community.) The staff and community got together to recognize Chuck and his service to the Market and created an amazing trophy as a Pike Place Market Master Artisan and Community Service Award. Kris Sacksteder used a piece of ancient Market wood was used for the base, Gina Karaba created a gorgeous glass flame and Charles Saul made the laser etched template and rigged the light inside the flame. David and Chuck presented the award to Chuck Pefley at his home and he was deeply moved, posting a picture of it on social media. David Ghoddousi noted that Chuck Pefley was on the screening committee for many years and a valuable member of the community and he appreciates his service and mentorship. Betty Halfon suggested doing a Market Insider story on Chuck Pefley and would like a copy of the photo. Emily Crawford responded yes. David Dickinson handed out an updated Daystall Rules Review Proposals & Staff Recommendations, noting the change on Proposal #3. Molly Kirk, program coordinator, reviewed the following proposals:

1. The staff opposes the proposal for specifics on how to approach splitting unassigned tables, dividing extra space among vendors in distinct sections as this adds a burdensome layer of complication on the process of daily table assignments. Molly noted there were two public comments in opposition.

2. In the instance in which adjacent tables are full, the staff supports the proposal that vendor calling table 23 on Desimone Bridge to sell in front of the table due to limited space behind the table.

4. Staff opposes the proposal for early roll call and set up time during Peak season, plus allowance of split shift between permit holder and agent. Staff sees this as a significant change to program routine and would want to see significant interest from the Daystall community. This proposal received two public comments in opposition.

5. Staff opposes the proposal to create monthly “Producer Day” which requires permit holder presence. This is another example where PDA staff would look for more community interest before making a significant change. Also, a variation of this creative idea could be done as a special event (vs. rule change), in a defined area, such as the MF Pavilion. This proposal received one public comment in opposition and one in support.

David Dickinson added that rules already state producer days, leaving it up to the crafter to decide during the week. This rule would require specific days and it was unclear what the proposal implied as written.

6. Staff opposes the proposal for anonymous sales reporting. Staff recognizes that sales reporting is generally a standard practice and craft daily selling venues, and such data would be useful from a program administration standpoint. This proposal received two public comments in opposition and would need additional work before implementing.

Maggie Mountain continued with a review of the following proposals:

7. Staff opposes the proposal for two annual specially promoted long retail days, one in

peak season and one in holiday season. Staff would be looking for more community interest before making such a significant change. Also, a variation of this creative idea could be done as a special event (vs. rule change), in a defined area such as the MarketFront Pavilion. This proposal received two public comments of mixed support and opposition.

8. Staff opposes the proposal for addition $1 per daily table rental to be used for marketing crafts. It was unclear how funds would be applied and would require additional work to develop and implement the plan.

9. Staff opposes the proposal for allowance of “small,” quiet speakers for performers. Managing volume of performers is already problematic, this proposal would add a significant layer of further complication. Two public comments in opposition were received.

10. This is a proposal from PDA staff to adjust check-in and set-up times for farmers that mirror changes in Craft Roll Call times. For instance, when roll call is changed to a later dime in the off season, farm check in time will change as well. This proposal received one public comment in support.

11. This is a proposal from PDA staff to increase table rent for farmers and crafters by 3%. It received no public comment.

David Ghoddousi asked how frequently the rents have increased. David Dickinson responded that in 2008 rents were not increased, but in the last few years a 3% increase was used and is consistent with commercial businesses. David Ghoddousi noted that it’s interesting that there were two public comments in opposition to the proposal to increase rents by $1 but not comments for the staff recommendation of 3%.

There was a conversation regarding the low number of proposals and public comment. David Dickinson interprets that as a sign the Farm and Craft program is doing their job well.

Mark Brady asked for clarification on proposal 10 to adjust the check-in time for farm. Zack Cook responded that this time change allows for consistency with farm check-in and provides an hour between arriving and roll call. Mark Brady stated potential issues with reductions in loading zones due to streetcar construction. Zack Cook responded the time change would allow for more load-in time.

Paul Neal asked Mary Bacarella if having data for sales by daystall crafters would be useful, citing proposal six. Mary Bacarella responded yes. Paul Neal suggested that if it’s worth having that data would it be worth the work to get there. David Dickinson believes that since it’s Mary’s

first rules review and with another year she will have had a chance to develop good relationships with tenants before jumping into this discussion. David Ghoddousi asked if this is discussed in the Hildt-Licata agreement. Mary Bacarella doesn’t believe so. Mary Bacarella suggested looking at different ways to collect this data. Paul Neal asked about the proposals where staff suggested it’s a good idea and believes they could be good test cases. Paul would like to know if there’s already work being done on special events. David Dickinson responded that special events like Seattle Made Market Day and Stockings and Stuffers were received well from the craft and farm community. David Dickinson then walked the Committee through proposal 3 which is a proposal to add “sexual harassment” to wording of rules pertaining to misconduct of permit holders and their representatives. David, Mary Bacarella, and John Turnbull consulted with PDA attorneys for the Standards for Behavior as well as the Equal Employment Opportunity Commission (EEOC) guidelines. Those changes are included in red on the handout provided. Betty Halfon noted that in section b, second to last line, “sever” should be “severe.” David Ghoddousi likes these additions and asked if there is similar language for PDA staff. Mary Bacarella stated there is language in the staff employment handbook. She shared the edits with those who submitted the proposal and they all are in agreement the wording is appropriate. David Dickinson believes adding this language will be helpful in addressing issues and added the threshold for staff is higher.

B. Farm Summer Program Update Zack Cook provided pillars of the program which are to preserve, protect and support local farms to encourage the next generation to continue the farm tradition. The farm program consists of Farmers Markets, CSA, Farm Development, and Food Access Program. Zack Cook began with the Farmers Market aspects and new in 2018 for Farmers Markets is no evening Wednesday Farmers Market, Weekends on Pike Place and a goal to double dollars at the Market Commons. In past there was a cap on matching EBT funds but due to the sugary beverage tax there are more funds and the cap was removed. City Hall will be celebrating 10 years, South Lake Union eight years, First Hill five years and the Regrade is entering its second year. The goal is to welcome two to three new farms per location. Although overall revenue is recorded for each market, the metric Zack cares about most is the average farmer sales and a successful number is $600-700 per farmer. Paul Neal asked if the 2017 revenue is an increase over 2016. Zack Cook responded it was 4% growth over 2016. The numbers per market were roughly South Lake Union $410,000, City Hall $215,000, First Hill $82,000, Evening Market $115,000, Saturday’s at Pike Place $145,000, and Denny Market $107,000. Paul asked if the revenue for the night market will go away. Zack responded yes, but he hopes to see that revenue at other markets with the addition of new

farmers and farmers will be selling along Pike Place so they will be earning revenue, it just won’t be included in Farmers Market revenue.

This year the CSA is being rebranded as Pike Box. In 2017 the CSA sold 2,843 boxes (173 shares/week) with $55,160 paid to farmers, 1,256 included a 50% subsidy paid by a Newman’s Own grant and part of the program administrative costs were supported by a two-year $55,000 grant. In 2018 the goals are to sell 5,000 boxes (250 shares per week), 2,000 boxes sold on new sliding scale to be covered by a Newman’s Own grant and sugary beverage tax, produce ad ons and Meet the Producer event on Wednesday. In addition the program will be extended from 15 to 20 weeks. Meet the Producer would include complementary food access programming and plaza activation. Betty Halfon asked how farm proposes to grow the program to 250 shares per week. Zack Cook responded he is talking with City of Seattle on a potential partnership to add low income preschools, which would be funded by the sugary beverage tax. This would be based on an existing pilot program the City operates with Tilth. There is no obligation for the PDA to stay on long term with the program. There is an existing partnership with King County to deliver boxes and this year there are two new drop off sites. In the past he has been reluctant to aggressively market the program but this year it will get a lot of marketing support. Paul Neal asked for clarification on how subsidy funds are received. Zack Cook clarified that the Newman’s grant is through the foundation. The PDA pays the farmers and then invoices the foundation for those funds. The Foundation can reapply for the Newman’s grant each year. The $55,000 support is a federal grant for use on program operations. Paul Neal asked how the Pike Box compares to other CSA programs. Zack Cook responded that price wise the box is very competitive, but in the past the PDA has not be able to provide ad-on options, such as eggs or milk. Zack hopes to offer that in 2018 thanks to an upgrade in software. A benefit of the Pike Box is that its multi-farm sourced throughout the state. Paul Neal commented that this is a great partnership between the Foundation and PDA. Betty Halfon asked if the picture on the slide is the new Pike Box. Zack Cook responded the redesign is pictured later in the presentation. Betty Halfon asked if recipes are included in the Pike Box. Zack Cook responded that Vista volunteers work to include recipes. Lastly with regards to the Pike Box there will be a farmer focused event each Wednesday during pick-up. People will be able to meet different producers each week and the box will include a handout with a story about the farmer and a coupon to redeem with that farmer. There will also be samples and an opportunity to buy from the farmer. The farmer will receive guaranteed payment from the PDA and the chance to earn more through sales. Zack is working with the Market Commons to provide additional food access programming. Mark Brady suggested offering a $1 off parking for those driving to pick up their box. Zack Cook suggested a survey to find out how people are getting to the Market to get their box. Emily

Crawford added the farm program does do a survey at the end of the season to learn from the year. Zack Cook continued by reviewing the work that Leigh Newman-Bell does on farm development including technical assistance and training for Market farmers, assistance with grant writing, loan applicants and business management, which to date has helped farmers acquire $44,731 in funding, crisis management and safety net requests and she is a regulatory liaison for farmers. Grant funds will be tracked throughout the year. Mary Bacarella noted the strategic issues developed for 2018, including the issue regarding the Sammamish River Farm and how that fits into the larger farm program. She reviewed the minutes from the retreat and the Sammamish River Farm is just one piece to helping farmers. Lastly, Zack Cook provided the plan for the Food Access Program. Having a Vista volunteer helps to support this program, including applying for Newman’s Own grants. The shopping program includes Fresh Bucks matching at summer farmers markets as well as highstall bonus card program in the winter. This allows people to get 50% off at any participating highstall. This year there will be a focus on Market gleaning to take leftover produce to the Market food bank. In the event the Market Food Bank can’t pick up the farm team will identify other donation locations. The Education Programming is driven by the Vista program and will include partnership with Market Commons and cooking demonstrations on Wednesday nights. The Pike Box CSA will focus on Market residents and Fresh Bucks to Go expansion (that’s the name for the low income preschool program.)

C. MarketFront Summer Programming Emily Crawford previewed summer 2018 programming and plans for MarketFront, which are still in draft form. In 2017 the PDA determined to experiment with several community programing before opening up the space to external rentals. In 2017 there were four public events: MarketFront Grand Opening, Caspar Babypants benefit concert for PMCC, Seattle Made Market Day and Stockings and Stuffers. In addition, there were four fundraisers/private events: Sunset Supper, Behind the Table, Russell Investments and Miller Hull. Lessons Learned

Inter departmental collaboration is vital

Partnerships with external organizations amplify efforts/audiences. David Dickinson noted there was some initial concerns the community would object, but in the case of the Seattle Made Market, vendors and craftspeople had good conversations and sales in general were equal to if not better than a regular Saturday.

Programs for Market stakeholders increase goodwill and provide unique programming. Kalyn Kinomoto noted the north Pavilion was packed for the Caspar Babypants concert.

Private events supplement calendar and fund future events

Outside organizations require PDA management – facilities, security, operations, Daystall, marketing. David Dickinson noted that flipping space from Daystall to private event takes a lot of time and effort.

Betty Halfon asked if the PDA would charge more for PDA services.

Paul Neal stated that what he’s hearing is that the PDA believes private event rentals are a good thing but costs need to be covered. Emily Crawford responded yes and that a draft contract is currently in development. David Ghoddousi asked what kind of deposit the PDA would request. Mary Bacarella responded that is part of the draft contract and the number is still in development. Emily continued with lessons learned.

Pavilion could use further activation in shoulder seasons

Shoppers respond to activation in north pavilion

Weather/wind is a major factor in deciding on programming

Peak season saw extensive natural use of pavilion/plaza

Emily discussed the challenges in activation and programming including:

Leak and closure of stairs on north side of MarketFront – lack of desire to plan events of certain caliber with view/stairs disrupted

No installations for more than three days without MHC approval

MHC – amplified sound

Local residents – noise

Signage – lack thereof, comprehensive wayfinding needed

Trip hazards on stadium stairs and wooden deck

Liquor control board, PDA liability

Emily Crawford talked about the potential partnership with DSA, called Summer Sounds. This would be on Wednesdays in July and August from 5-6 pm, the same days as CSA pickup. The concerts would be on MarketFront along the western walkway facing east up the grand staircase. The tent footprint would be small and not bigger than a 10’ x 10’ tent, which the PDA has. The DSA would produce the event, including sound, tent, band, load in/out, built in audience of local and residents and consistent programming. Challenges include receiving MHC approval for eight concerts, impacts on residents, and allotment of resources. Mark Brady asked if the PDA would have input on which bands are selected to play. Emily Crawford responded yes and once we agree to partner with DSA she would work with them to identify appropriate bands for the space. Betty Halfon asked Emily to pause her presentation and that councilmembers review the rest of the presentation for discussion at the April Market Programs Committee meeting.

V. Action Items

A. Proposed Resolution 18-09: Authorization for a Non-Exclusive Trademark Licensing Agreement with Molly Moon’s Homemade Ice Cream (“Molly Moons”) Kalyn Kinomoto began with providing background on the proposed resolution, noting she has been working closely with Molly Moon’s since January to put together a proposal. To assist in the conversation Kalyn created a comparison of trademark agreements for Pike Place Brewing Co. for Pike Place Ale, Molly Moon’s and the standards set in 2011. Pike Place Ale was chosen as it most closely resembles the request by Molly Moon’s and they are creating a

product sourcing Market goods rather than requesting use of just the clock sign or Market marks. Kalyn noted that in the packet there are two examples of successful partnerships between Molly Moons and Pacific NW Ballet and Seattle Art Museum. Kalyn Kinomoto then introduced proposed resolution 18-09 which states that:

WHEREAS, the Pike Place Market Preservation and Development Authority (PDA) is the owner of all rights, title, and interest in and to certain trademarks and graphical representations of the Pike Place Market name and trademark; and,

WHEREAS, Molly Moon’s desires to make use of the Public Market Center image and the Pike

Place Market name (the design mark and word mark as defined on the PDA trademark license application) in connection with a variety of approved seasonal “Pike Place Market” flavors and ice cream sundaes for direct sales and wholesale distribution for a one-year renewable term; and,

WHEREAS, PPMPDA and Molly Moon’s have agreed that in accordance with the terms and conditions of this Agreement, Molly Moon’s may use the Pike Place Market name (and iterations of) and their own image or rendering of the Market entrance, including the Public Market Center sign, in the production and promotion of the approved seasonal flavors and ice cream sundaes for direct sales and wholesale distribution; and,

WHEREAS, Molly Moon’s agrees that, when appropriate, its marketing and promotional materials will emphasize specific Pike Place Market farmers, merchants and vendors; and, WHEREAS, Molly Moon’s agrees that in accordance with the terms and conditions of this Agreement, all seasonal Pike Place Market flavors (up to 4 annually) and ice cream sundaes (up to 2 annually) must be approved by the PDA marketing department in advance of manufacturing, distribution and sales; and,

WHEREAS, PPMPDA is committed to supporting the increased profitability of local farmers,

especially small independent farmers; and, WHEREAS, Molly Moon’s has confirmed a commitment to sourcing Certified Organic

ingredients and supporting small independent farmers, and has agreed that no less than 75% of the approved seasonal flavors and ice cream sundae ingredients, excluding its proprietary ice cream base, will be sourced and purchased directly from Pike Place Market farmers or merchants, in collaboration with the PPMPDA marketing and farm departments; and,

WHEREAS, Molly Moon’s agrees that it will not during the one-year term of this Agreement,

or thereafter, challenge the title or ownership of the PDA to the name or trademark or challenge the validity of this Agreement; and,

WHEREAS, Molly Moon’s agrees that it will use the terms and images related to “Pike Place

Market” and the licensed name and trademark in a way that will reflect positively on the Pike Place Market. The PDA has the right to approve or disapprove of any potential design or marketing plans involving the marks, likenesses or trademarked name(s) owned by the Pike

Place Market PDA in relation to Molly Moon’s direct sales and wholesale distribution and all related marketing of such; and,

WHEREAS, Molly Moon’s agrees to pay the PDA a trademark royalty of 6% of gross quarterly

sales (whether direct or wholesale) up to $5,000 annually of its Pike Place Market seasonal flavors and ice cream sundaes; and,

WHEREAS, Molly Moon’s agrees to provide quarterly sales reports and royalty payments, as

well as an annual report of production details and distribution outlets upon request from the Pike Place Market PDA.

NOW, THEREFORE, BE IT RESOLVED that the PDA Council authorizes the Executive Director or her representative to execute a non-exclusive trademark licensing agreement with Molly Moon’s Homemade Ice Cream for the use of the “Pike Place Market” name and Public Market Center image for its approved seasonal flavors and ice cream sundaes. Kalyn expanded on the reasoning for a $5,000 cap, which is based on data provided by Molly Moon’s. Since the agreement allows Molly Moon’s to create up to four flavors and two sundaes, if sales go well, there is potential for 6% of sales to exceed $10,000. Currently, the Pike Place Ale agreement brings in $3,000 annually. The cap is intended to provide some equity among current trademark licenses. In addition, Molly Moon’s is agreed to purchasing 75% of their ingredients from Pike Place Market vendors, therefore putting more money into the Market community. Molly Moon’s has agreed for PDA staff to participate in the development and testing of Pike Place Market flavors. Paul Neal moved the proposed resolution and Gloria Skouge seconded the motion. Mark Brady asked how much staff time has been put in or will be put in to this agreement. He feels that a disproportionate amount of time is being spent on this when the PDA is only receiving roughly $5,000. Kalyn Kinomoto responded the amount of time she’s spent putting together this trademark agreement is less than for the night lights approved in November. Molly Moon’s brand practices are in alignment with the Market that the process has been smooth. The cap was decided based on other food agreements. Paul Neal stated he doesn’t understand the reason for the cap. If it does well then they are making more money. Emily Crawford responded the intention was to be more equitable compared to existing trademark agreements, including companies that are larger than Molly Moon’s. The PDA is taking less out of the pot because Molly Moon’s is putting money into our farmer’s pockets, which supports the charter rule for supporting farmers. Kalyn Kinomoto also not that the run for each flavor is short (4-6 weeks) and they aren’t using the clock and sign on cups or chalk board signs. It’s more likely the use of the name “Pike Place Market” will be used. Betty Halfon asked if they sell their ice cream in stores. Kalyn responded no. They only sell pints in their eight stores. They do have a select wholesale distribution.

David Ghoddousi is in support of Molly Moon’s purchasing 75% of their ingredients from Market vendors. He noted that if they start selling in grocery stores, that’s a different conversation. David Ghoddousi asked for clarification on the language “one year renewable term.” Kalyn Kinomoto responded the agreement is valid for one calendar year and if they want to continue they will automatically get one more year. David Ghoddousi is not in support of an agreement that automatically renews each year. Kalyn Kinomoto suggested a clause in the agreement that if Molly Moon’s expands their wholesale, they will need approval from the PDA to sell the Pike Place flavors. David Ghoddousi wants the terms to be firm and allow for renegotiation. Kalyn suggests language that the Pike Place flavors are only sold in their eight store locations. David Ghoddousi suggested a friendly amendment to that limits sales of the Pike Place Market flavors to their eight store locations. Paul Neal accepted the friendly amendment. Paul Neal does not understand the logic behind a cap of $5,000 as money above that amount would come to the PDA and in turn help Market tenants. Betty Halfon reviewed the friendly amendments on the table. 1. Sales of Pike Place Market flavors are limited to the eight Molly Moon’s stores. Paul Neal and Gloria Skouge accept the friendly amendment proposed by David Ghoddousi. 2. Withdraw the $5,000 cap and edit the wording to read “royalty of 6% of gross quarterly sales.” Paul Neal and Gloria Skouge accepted the friendly amendment proposed by David Ghoddousi. Mary Bacarella asked for clarification on the terms and what she’s heard is that it’s a one year agreement with the potential of two with a roll over. Mary asked if the agreement is then renegotiable. Kalyn Kinomoto noted that if the clause stays as it is right now, one year with one year renewable, then this agreement would not come back to council next year. Emily Crawford responded that after the two years the contract would end and need to be renegotiated. David Ghoddousi asked the language be rewritten to be clearer on the terms. Betty Halfon suggested a one year agreement with a one year renewal and David Ghoddousi ask that to be a friendly amendment. Paul Neal and Gloria Skouge accepted the friendly amendment. Paul Neal asked one more time for a review of the friendly amendments. Kalyn Kinomoto responded: 1. One-year license with a one year renewal; 2. 6% gross sales, removing the wholesale option so that it’s just direct store sales. Paul Neal clarified that the $5,000 cap is removed. Mary Bacarella suggested not removing wholesale from the language to protect the PDA. Betty Halfon stated to leave in wholesale. For: Paul Neal, Mark Brady, David Ghoddousi, Betty Halfon, and Gloria Skouge Against: 0 Abstain: 0

Proposed Resolution 18-09 passed by a vote of 5-0-0

VI. Resolutions to be added to Consent Agenda

VII. Public Comment David Dickinson asked if the committee needs to pass a resolution approving the daystall staff recommendations. David Ghoddousi remembers a vote. Betty Halfon noted a resolution was not prepared. Karin Moughamer noted she had researched meeting minutes from 2017 in which the Programs Committee accepted staff recommendations and at the full council meeting later in the month a resolution is reviewed to either accept or reject the Daystall Rules.

VIII. Concerns of Committee Members Betty Halfon asked Kalyn Kinomoto if the PDA has an agreement with Seattle Chocolates. Kalyn responded there is an agreement that is on auto-renewal but she will need to look at the files for the terms. She believes it might have started in 2009. Betty Halfon asked her to review the files noting that Seattle Chocolates is changing their packaging. Paul Neal stated he appreciated the trademark comparison chart.

IX. Adjournment The meeting was adjourned at 6:15 p.m. by Betty Halfon, Chair

Meeting minutes submitted by: Karin Moughamer, Executive Administrator

Marketing ReportApril 10, 2018

Daffodil Day - March 20, 2018Celebrating the arrival of spring

By the Numbers:● 21st annual event● 9,000 daffodils grown by 4

local farmers● 19 downtown locations● 43 volunteers● Social (organic):

○ 335 shares○ 5,613 likes○ 41,375 reached

● Press received (unpaid):○ 9,849,900 circulation○ 601,714 likes

Pasta Casalinga Grand Opening March 20

Mayor Jenny Durkan Visit & Tour, March 21

Nash’s Organic Produce Site visit in Sequim, WA

Master Artisan & Community Service Award

Market Easter Basket Social media giveaway

April Fools’!

Social Channels & Website Metrics

March 2016 March 2017 March 2018

Instagram Followers

17,070 47,260 69,347

Twitter Followers 56,181 74,262 81,847

Facebook Followers 250,990 266,359 282,281

Website visitors 116,756 112,264 300,573

Paid Social & Digital Campaign 2018

By the Numbers:● Ad content changes each week, May-October ● Total spend: $12,671 (digital) + $4,900 (social) = $17,517 (total)

Cost per impression: $0.009 (digital); $0.01 (social)● Estimated impressions: 1,335,182 (mobile/digital) + 490,000 (social) = 1.8M (total)● Seattle shoppers ages 30-65 including:

○ 2-mile radius (10-15 blocks) from Pike Place Market○ 0.5-mile radius from The Regrade, South Lake Union and First Hill Farmers Markets○ Geo-farmed Seattle customers that previously visited reminding them to come back

Paid Social & Digital Campaign (Pike Place Market examples)

Paid Social & Digital Campaign (Remote Farmers Market examples)

Commercial Filmings

Filming Inquiries: 23 from mid-March through mid-AprilProjects Executed: 11 from mid-March through mid-April

● Starbucks Coffee SoDo Reserve Store multimedia promo● Seattle Seawolves Rugby CNN International segment● ChefSteps national network program pitch● Visit Seattle "Crowdsourced" seafood-driven tourism program● BuzzFeed "Bring Me" series video at DeLaurenti● Combatant Gent commercial model fashion photoshoot● Seattle Sounders FC "Sound Wave" season opener pep rally● Sheraton Seattle Hotel "You'll Be Back" promotional video● CW Network "My Final Days" documentary● BBC Wales Women's World Cup bid documentary● Microsoft tourism promo for “Build 2018” conference

Press Received 2018 Q1

Q1 Media Received (unpaid publicity)● Features: Pike Place Market is the focus of the story

○ 10 different stories, sources, etc.○ Total circulation: 12,655,755

● Mentions: Pike Place Market not the focus of story○ 39 different stories, sources, etc.○ Total circulation: 18,941,875

● Notable stories including:Puget Sound Business Journal, Seattle Magazine, Seattle Business Magazine, Tacoma News Tribune

Summer 2018 MarketFrontActivation

Successful programs held in 2017

First year goal: Host predominantly Market community-focused events to test space

Public EventsMarketFront Grand OpeningCaspar Babypants benefit concert for PMCCSeattle Made Market DayStockings & Stuffers

Fundraisers/Private EventsSunset SupperBehind the Table Russell Investments Miller Hull

Lessons Learned

• Interdepartmental collaboration is vital

• Partnerships with external organizations

amplify efforts/audiences

• Programs for Market stakeholders

increase goodwill and provide unique

programming

• Private events supplement calendar and

fund future events

• Outside organizations require PDA

management – facilities, security,

operations, daystall, marketing

Lessons Learned Continued

• Pavilion could use further activation in shoulder seasons (October – April)

• Shoppers responded to activation in north Pavilion

• Weather/wind is a major factor in deciding on programming

• Peak season saw extensive

natural use of pavilion/plaza

Challenges in activation and programming

• Leak and closure of stairs on north side of MarketFront – lack of desire to plan

events of certain caliber with view/stairs disrupted

• No installations for more than three days without MHC approval

• MHC – amplified sound

• Local residents – noise

• Signage – lack thereof, comprehensive wayfinding needed

• Trip hazards on stadium stairs and wooden deck

• Liquor control board, PDA liability

MarketFront Activation and Programming2018 Goals

• Further integrate the MarketFront into the overall Pike Place Market feel

• Draw visitors from busy Pike Place and Arcade onto MarketFront via points of entry to spread

crowd and reduce bottlenecking during peak season

• Create new reasons for downtown residents, workers, Seattle locals and regional visitors to

visit/shop at Pike Place Market

• Increase duration of visits

• Increase frequency of visits during shoulder season

• Continue testing new MarketFront spaces (Pavilion, plaza, promenade) as venues for special events

and integration into existing programs

• Develop partnerships with local organizations to provide additional programming

• PDA partnership with DSA summer concert series, known as “Summer Sounds” (formerly Out to Lunch concerts)

• Wednesdays in July and August (July 11-August 29)

• Time TBD: 4 - 5 p.m. or 5 - 6 p.m.

• MarketFront - western promenade facing east up grand staircase

• Benefits: produced event by DSA, including sound, tent, band, load in/out, built in audience of local and residents, celebrating its 40th year, consistent programming

Challenges:

• MHC approval for up to eight concerts

Summer Sounds with Downtown Seattle Association–Potential Partnership

Summer Sounds with Downtown Seattle Association–Potential Partnership

• Deadline to DSA is as soon as possible

• Application to be brought with farm to Market Historical Commission on 4/11

• Musician line-up TBD; PDA to work with DSA and Gigs4U to select performers

Summer Sounds – Stats from DSA

• Weekly attendance >1,300 locals• Paid print ads, paid web ads, paid social• DSA channels (social, newsletter, website, etc.) • DSA has over 96,000 followers combined via Facebook,

Twitter, and Instagram• Distributed collateral: 45,000 schedule booklets, 500

posters, 400 business cards, 1,000 guitar pics, 2,500 notebooks

• Gigs4U also markets via their channels, as well as each individual band/artist

• On-site signage at each concert with the upcoming schedule available

Budget Per Concert: $3,900 (paid to DSA at cost)• Artist & Booking Fee $1,800• Tech/Audio Services $1,100• Event Management + Promotion $1,000• Budget total for 8 concerts: $31,200

Summer Sounds with DSA – Potential Partnership

Out to Lunch concert series on Pike Place, 2007

Activation 2018Farm programming

Pike Box CSA program

• Wednesday Pike Box pick-up from 2- 6 p.m., June – October in the MarketFront Pavilion

• Farmer presence – Meet the Producer weekly, provide sales/samples/recipes

• Customer appreciation

• Info Tent / Food Access programming w/ Market Commons

Activation 2018CSA Program – Marketing goals

• Increase weekly shares from 176 to 250 total; 42% growth from 2017 to 2018

• Rebrand “Farm to Go” to “Pike Box”to leverage PPM brand and appeal to an out-of-Market audience

• Design ancillary marketing materials: fresh sheets, newsletters, produce storage guide

Activation 2018Pike Box Marketing Plan

• Digital and social ads (April 2-15)

• Flyer distributed to King County sites, PDA,

Foundation and Daystall (at roll call)

• Dedicated email to last year’s customers (4/4),

Market tenants/staff (4/10) and external (4/17)

• Freshwire e-news (5/1)

• Bi-weekly social media posts (#pikebox)

• Stop-motion video by Annie Lalish (mid-May)

• Pike Box scavenger hunt (5/18)

• Social media influencer marketing (20 weeks)

Activation 2018Pike Box Marketing Plan (continued) – Influencers 20 weeks / 20 Pike Boxes distributed to different local social and media influencers with a focus on local food, health and lifestyle. Encouraged to post photos and share recipes on their channels.

Social Influencers:1. Charles Koh @charleskoh2. Suzi Pratt @suzipratt3. Maly Mam @ultramaly4. Alyson Andrews @alysonandrews5. Conner Cayson @findmeinseattle6. Molly Wizenberg @mollyorangette7. Audra Mulkern @rootedinthevalley

Media Influencers: 1. Travis Mayfield @travismayfield2. Jake Whittenberg @jwhittenbergk53. Suzanne Phan @suzannephantv4. Allecia Vermillion @alleciav5. Leslie Kelly @lesliedines586. Rebekah Denn @rebekahdenn7. Ethan Chung @e10chung8. Taylor Soper @taylorsoper9. Tan Vinh @tanvinhseattle

Activation 2018Daystall Programming

Monthly “Meet the Producer” Craft Demos• Focus on different craft categories, frame

craft in different light for Public

• Ex. “Market Woodwork Showcase,”“Spotlight on Glass Art”

• Work with Daystall community to produce 3-6 focus events in Pavilion

Activation 2018 - Daystall

Guest Artisan Market in the North Pavilion• Guest Artisans referred by partner org’s including

SeattleMade, Ventures, Urban Craft Uprising• 4 days / week June to August• 2-day or 4-day options: Fri-Sat ($100);

Sun – Mon ($80); or Fri –Mon ($160)• Re-engages local shoppers by offering

“something new”

• Offers local artisans a brief Market selling experience

• Provides opportunity for artisan community building & organizational partnerships

• Generates potential Daystall and Highstall recruits• Evaluate by post-event survey including sales

report• Revenue goal: $12,000

Activation 2018 – Daystall: Intermittent “Fresh” Programing

Food Cart Trial• Curated food cart vendors including current

producers selling at PPM Satellite Markets, possible guest rotation with partner org Ventures

• Examples of current PPM Satellite producers: tamales, tiny pies, teas and kombucha, Korean pastries, etc.

• Work with interdepartmental MF Activation Team to identify potential sites for higher volume days

• Evaluate for success, area activation and impacts on existing programs

• 1-3 sellers; 2-3 days per week

Activation 2018 – Daystall: Intermittent “Fresh” Programing

Busker Trial• Curated existing buskers testing different

locations

• Work with interdepartmental MF Activation Team to identify potential sites

• Evaluate for success, area activation and impacts on existing programs

• 1-4 times per week, various times/ days of week

Activation 2018 – Daystall: Intermittent “Fresh” Programing

Unique Programming & Performers Trial• Curated unique offerings of activities not currently

allowed in regular Market areas

• Examples: Circle act (juggling/theatrical) on wooden deck; face-painting for kids on Wednesday Farm focus event, totem carving demo, portrait or plein air painters, etc.

• Work with interdepartmental MF Activation Team to identify potential sites

• Evaluate for success, area activation and impacts on existing programs

• 2-4 instances per month

Activation 2018Summer calendar example (June – August)

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Crafters in

Pavilion

Crafters in

Pavilion

Crafters in

Pavilion

Crafters in

Pavilion

Crafters in

Pavilion

Crafters in

Pavilion

Crafters in

Pavilion

Guest artisan

market(10 am - 6 pm)

Guest artisan

market(10 am - 6 pm)

Guest artisan

market(10 am - 6 pm)

Guest artisan

market(10 am - 6 pm)

Food Cart Food Cart Food Cart

Pike Box CSA

pick-up (2 - 6 pm)

Summer

Sounds

concert (5 - 6 pm)

Additional programming avenues for summer

• Café tables and chairs placed every morning – see DSA Westlake/Occidental Park• Talk to DSA about potential partnership with concerts or other activation • Circle acts and other performers on Plaza• Chef demos• Free yoga • Art activities and temporary installations• Live music• Happy hours hosted in the north Pavilion by farmer/wine partner• Private event rentals and management• Wayfinding signage

2018 Confirmed Seasonal Activations & Potential Events

March Arcade Lights tasting festival – Market Foundation

May Fete the Market – Market Foundation

May Flower Festival / Mother’s Day – PDA

July/August Wednesday Summer Sounds concerts* – PDA and DSA

June-October Wednesday Pike Box CSA Community Nights – Farm team

August Wilridge Wineries* – Seattle Urban Wineries Group – PDA

August Sunset Supper – Market Foundation

September Old Stove Brewing Oktoberfest* – PDA

October Saturday Harvest Festival – PDA

November Magic in the Market – PDA

December Stocking & Stuffers – PDA

*Indicates potential event