Tuesday, February 17, 1998
Westwood goes back to basics
WESTWOOD: Farmers’ Market bans prepared hot food, crafts
stands
By Rachel Munoz
Daily Bruin Staff
Dancing is not permitted. Billiards and bars are prohibited. And
as of Jan. 1, another group was forced to leave the Village: all
prepared hot food and craft vendors are no longer allowed to
participate in the Westwood Farmers’ Market.
The 60-day moratorium was placed on the vendors at the beginning
of the year in order to return the market to its original concept,
which was to include farmers and produce only, as it was approved
by the city and the village in 1993.
"We had been thinking about this for a long time," said Patty
Evans, the operations manager for the Westwood Village Community
Alliance. "No one is saying that what (the market) has turned into
was right or wrong.
Outside of just looking into what will best benefit the market,
Aaron Shapiro, the market manager, identifies other reasons why the
market no longer has crafts or prepared hot food.
"There were issues swirling around the market that were brought
to a head by a merchant or two," he said.
Despite the ambiguous reasons given by Alliance members for
removing the prepared hot food and craft vendors, sources say one
reason may have to do with permanent merchants in Westwood.
Sources said that Chasin’ Chicken was one of the merchants who
was unhappy with the competition created by prepared hot food
vendors. The restaurant declined to comment on the rumor or the
situation in general.
Shapiro denies that that the particular vendors were asked to
leave just because a merchant had a problem with them. "It was the
best thing for us to do in the long run," he said.
However, the feedback from a questionnaire given to the public
regarding the dismissal of the prepared hot food and craft vendors
has been overwhelmingly negative.
"The feedback is unequivocally in keeping both the crafts and
the prepared hot food," Shapiro said. "Eighty-five percent of the
respondents said they preferred a market with crafts and prepared
food."
One produce vendor is unhappy with the decision as well. "It
really hasn’t affected us, but it was nicer when they were here. It
brought out more people," said Javier Martinez, a strawberry
vendor. Martinez believes that it is more of an issue of quality,
and yet insists that there is enough business for everybody.
Shoppers at the market were not too pleased with the smaller
market either. "I’m very upset that they took the food away," said
Miko Davis, a fourth-year sociology student. "We should get a
petition and have a bunch of people sign it."
Davis’ friend, Dean Jayasinghe, a UCLA alum, decided he would
not shop at the market now that the vendors were gone.
This attitude is something very new to Farmer’s Market. The
market hasn’t stopped growing in its five-year existence, mostly
due to the non-certified prepared hot food and craft vendors.
"Growth is the most distinguishing thing of this market,"
Shapiro said. "Growth may create momentum, and we have certainly
lost momentum."
This loss can be attributed to the lack of prepared hot food and
craft vendors. According to Shapiro, these vendors produced about
20 to 30 percent of the overall gross revenue for the market.
But Westwood leaders say that this is just a temporary
moratorium. The Farmers’ Market is about to undergo a thorough
analysis that may bring the food vendors back in.
"The non-certified vendors think they have been kicked out,"
Evans said. "But we don’t know what will come out of the
analysis."
The "analysis" process has only just begun. To see how
Westwood’s Farmers’ Market compares, Evans has been researching
other markets in the Los Angeles area.
In addition to Evans’ evaluations, a committee will be formed to
review other markets and draft recommendations for Westwood’s
market. The committee could consist of residents, business people,
merchants, and members from the Westwood Business Improvement
District, a 30-member board of representatives from Westwood retail
and office buildings.
"I have told everyone at the market that I want this analysis
thorough, comprehensive, and objective. It’s important," Evans
said. The analysis will address market procedures and the idea of
moving the market.
"Everyone wants it to stay in the Village," Evans said. City and
State Department of Agriculture requirements will play a role in
the possible relocation, as well as finding an area that will not
impact traffic.
"I am convinced there is a perfect home," Evans continued. And
there is always the possibility that the market could stay where it
is at. The drawback to its current location is the possible
construction that could take place if the Village Center Westwood
development project is approved.
After the committee has formed its recommendation, they will
present it to the board of the Westwood Business Improvement
District, who can then adopt or change recommendations.
Shapiro believes there is a clear focus on what these
recommendations should accomplish. "What we agree on is the need to
develop a sound strategy."
He feels the board would like to see a clear picture of the
market in its entirety. "They want to predict cause and effect,"
Shapiro said.
One example he gives of the cause and effect idea involves the
prepared hot food and craft vendors. Shapiro believes that the
board would like to know the possible effects if the vendors are
brought back into the village.
There is one other obstacle though: "Being able to quantify the
effect on the market of having the section (of prepared hot food
vendors and crafts)," Shapiro said.
Ultimately, the goal of the analysis is to figure out "how the
market can best serve the interests of the Westwood Community," he
continued. However, he believes that the market will not ever be
home for any vendors that are in direct competition to the
merchants.
PATIL ARMENIAN
Hot foods and arts and crafts vendors have not been able to set
up at the Westwood Farmer’s Market since the first of the year. The
ban is nearing the end of its 60-day trial period.