In a neighborhood that lacks its own grocery store, Market on the Mesa will fill a very important need
You have all been hoping for a farmers market in Serra Mesa, and now is your chance to help make it happen! We have a PERFECT location, 500+ Facebook followers, and very strong community-wide support —95% of people surveyed want a farmers market here, and 85% are willing to support the startup fund. We've also been "blessed" by the Serra Mesa Community Council.
All we need to do now is raise some money...
Our goal is to launch Market on the Mesa before the summer. The plan is to raise a total of about $11,000 for permits, fees, equipment, insurance, and advertising to launch and sustain the market for its first year. If Market on the Mesa succeeds, it should become self-sustaining after year one. We aim to raise at least $8,000 via Kickstarter and the rest through other means.
If you need to donate with a check, mail it to the Serra Mesa Community Council at P.O. Box 23315, San Diego 92193, and write the check out to "SMCC" and note "Market on the Mesa" in memo line. However, we do encourage everyone to pledge via Kickstarter if at all possible, so that we can hit the $8000 minimum goal.
What exactly is a farmers market, and shouldn't there be an apostrophe in there?!?
Those are terrific questions! We are talking about a farmers market that opens one day per week as a convenient, attractive, and affordable place to buy organic and non-organic fresh and high-quality produce grown and sold directly by local farmers, other fresh products like honey, nuts, artisan breads and cheeses, and ready-to-eat foods prepared by local cottage food makers. And regarding apostrophes??? According to the AP Stylebook, "farmers market" is a descriptive phrase, not a possessive phrase-- thus no apostrophe is required since "farmers" is an adjective here.
Where will the market be located?
We've found the perfect place at 3333 Sandrock Rd. which was formerly a bank and is now the Afghan Community Islamic Center. It’s centrally located close to existing retail, accessible by bus, foot, or bike, and is highly visible from the street. They are excited to loan us their two parking lots one day a week —one lot for the market and the other for parking.
Who will operate Market on the Mesa?
We will contract with Brian's Farmers' Markets to start and manage the market. Check out this video of Brian talking about some of his products on San Diego Living
Brian has many years of experience launching and managing farmers markets and comes highly recommended by those who have worked with him. Brian's markets accept EBT payments and also offer CSA memberships if you prefer to pick up a pre-boxed supply of produce at the market each week. Read about CSAs here.
Is the Serra Mesa Community Council organizing this project?
The Serra Mesa Community Council (SMCC) is the project’s fiscal sponsor and will oversee all money raised. However, the organizers consist of Serra Mesa residents who have formed a new group, The Wholesome Neighborhood Project, to lead all the planning behind the crowdfunding campaign, liaison with the SMCC, and coordinate with the market manager and others.
Yes your pledge is tax-deductible
SMCC is a 501(c)(3) non-profit and volunteer-run organization which works towards improving the Serra Mesa community. By contributing to Market on the Mesa, you not only get a tax deduction, you also get the satisfaction of supporting a non-profit organization that is helping our community become healthier.
A big leap of faith...Will you jump with us?
We are so confident that Serra Mesa will step-up and invest in this project, we chose to run an "All-Or-Nothing" campaign- which means we have to reach or surpass our target of $8,000 on Kickstarter to succeed. If we fall short, your cards will not be charged and we'll get $0.
What happens if we raise enough money, but for some other reason cannot launch the market?
Every dollar raised will go into a designated fund with the Serra Mesa Community Council. The Council will redirect the funds towards other community purposes if we are unable to use the money for a farmers market.
So here we are, ready for YOU to become part of Serra Mesa's history by pledging a few dollars or more to help create our first-ever farmers market. We thank you for all the support and enthusiasm thus far and look forward to a healthy and bountiful 2016!
Also thanks to all who submitted logos for consideration. The winning logo was created by Sarah Knox, who has been doing graphic design for 18 years. Sarah works full time for an agency and occasionally takes on freelance projects. She can be reached at firstname.lastname@example.org if you are seeking a designer. The two runner-ups were both created by Mary Craig of Serra Mesa.
Risks and challenges
Why We Need Moola for Market on the Mesa
This campaign seeks to raise the minimum amount of money needed to cover the startup and operational costs of the farmers market for the first year (permits, fees, insurance, equipment, & advertising). On average it takes at least a year for a farmers market to become successful and self-sustaining. Our crowdfunding goal budgets a healthy amount towards an assertive, creative, and consistent marketing plan to ensure the market attracts a wide and steady stream of shoppers from Serra Mesa and surrounding communities.
The professional market manager we will hire has ample experience starting and running farmers markets in San Diego and he also recently took over managing the monthly Ray at Night North Park event. Read about Brian's background and qualifications here http://www.ediblesandiego.com/a-closer-look/brians-farmers-market.html
We hope many people will make small- to mid-sized pledges towards the market's startup. With any new business, success will depend on attracting and keeping a steady stream of clientele, which will in turn attract more diverse and interesting vendors. Once established, vendors’ fees will keep the market running. Think of your contribution as an investment towards creating and maintaining the community’s first-ever farmers market—you’ll be a part of Serra Mesa history!Learn about accountability on Kickstarter
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