A walk through the Fan on Saturday morning led me to the Monument Market. I’d been hearing promotional announcements about the reopening of South of the James market in Forest Hill Park and St. Stephen’s Market at Grover and Three Chopt. But, my sojourn to Robinson and Park Avenues was totally on faith. I hadn’t heard a peep about First Baptist Church embarking on a second year of hosting the farmers market since I posted a call to action of sorts, hoping to see more viable weekly market in the Fan. And on the day of, everyone in my Twitter feed seemed to be converging on Forest Hill Park, seemingly without much awareness of the other, often more local, options.
Even though it doesn’t look like the Monument Market’s Facebook page has been updated in almost a year, I’m sure I missed their press releases and broadcast messages promoting the opportunity to support hard-working artisans, farmers, bakers, and craft people. Surely, they wouldn’t invite them to an event without inviting the surrounding neighborhood to make it worth the vendors’ time. Well, I only counted 10 or so tents selling their wares, and the turnout during the hour I was there was scarcely more people than that. Awkward.
Just the same, there was a pretty good range of veggie stands, gardening/landscaping supplies, Aggriberry was there, Pizza Tonight… Visitors were mostly leaving with their arms full of newly purchased stuff.
Behind every good foodie, a graphic designer.
The picture above shows a new vendor, Atomic Bakery. Cupcakes are their specialty, but it was the chocolate chip cookie dough truffles that earned themselves a place on my wife’s Mother’s Day menu. Atomic only sells at markets, so even though the Fan seems like the perfect client-base for this operation, they can compensate for today’s light turnout with appearances at other markets.
Vendors, shoppers, market coordinators: Bee here now.
This was the biggest buzz, I’d heard about the market. A display of live bees captured Jasper’s attention. Once he got over his fear of being stung, I couldn’t drag him away from Cy Bearer’s bees. Bearer Farms featured a light and a dark honey, dictated by the type of flowers the bees pollinated. Personally, I think he should have been serving some kind of food that really shows off what good honey can do for dish. That would have lured me into buying some honey and asking for a recipe, especially since his bees babysat my child.
I would rather buy a pie than hear songs about pie in the sky.
Unfortunately, there still weren’t any coffee or hot food vendors, an element I consider to be an anchor for a farmers’ market. Folks I nudged to consider selling there lamented the lack of electrical power. But, here in this picture, it looks like the gospel bluegrass band is electrically amplified (it was certainly audibly evident). You could hear them from a block away and the sound kind of dwarfed the presence of the vendors.
During the warm months, I’m going to try to visit the Monument Market to support the vendors, but as of now Tuesday’s Byrd House Market just rose to the #1 spot in my list. Byrd House is now home to my Victory Farms CSA pick-up (they left Monument Market after a less than lucrative season there, I’m assuming), and it’s steadily growing without giving you that over-run Black Friday shopping experience that I dread at SOTJ. Hopefully, the people with decision-making power at First Baptist Church and the orchestrators of Richmond’s farmers’ markets will put their heads together, collaborate, and give the Fan the kind of farmers’ market it could so easily support.
UPDATE: The local community blog says “it was beat today. Where are all the vendors?”
I didn’t know the Monument Market was starting up until I saw your post about it. Glad to hear there were some food vendors there. The few times I ventured by last season, it was almost all antiques and non-food stuffs.
My impression from Gina was that it was just too hard to manage the huge Victory Farms presence at SOTJ AND at the Monument market.
Also, Agriberry says that they will have a better selection of berries for non CSA members at the Monument market.
I tried the apple caramel cupcake from Atomic and it was awesome. Way better than any of the other cupcakes I’ve sampled at the store front places.
I hope this market survives. I love being able to walk to the market. It would be great if there was a coffee vendor there so that I didn’t succumb to Starbucks.
I’m usually snarky and sarcastic, but I have a legitimate question for the anti-SOTJ camp: Is there something about Victory Farms I should know, or are they just not anti-corporate enough? I like the SOTJ, but admittedly haven’t been to another one in town (except the 17th St. Farmer’s Market, which should put quotation marks around “Farmer’s”).
Victory Farms was the CSA that convinced me that local produce was better and that I should invest in their harvest every year. Charlie and Gina are so talented that their produce looks like it might be raised in a greenhouse with scientists in lab-coats tending to their conditions. Talk to them. They’re not corporate. They’re just thriving.
I’m not sure there really is an anti-SOTJ crowd beyond my usual conniption over equity and sustainability. I’d just rather see 60 vendors at Monument and 60 at SOTJ than 10 at one and 110 at the other. If we had parity, then we might see another CSA besides Victory taking off like a rocket.
That I understand. But if one has 110, isn’t that because that’s where the people are? If Victory knew people would be at MM, don’t you think they’d go there too? Maybe I am just rewriting what you’re writing. I think we agree on this.
I like that SOTJ has everything I want from a farmer’s market, including Nate’s and Victoria, and clearly I’m not alone. Perhaps SOTJ and MM could partner up and share, but that might be too radical for, like it or not, businesses wanting to corner the (farmer’s) market.
Sounds like the chicken and the egg. Are the people there because the vendors are there or the other way around? Shoppers aren’t at MM because the venders aren’t there, that’s for sure. But, there’s also the role of promotion (or lack there of). For my purposes, both of those farmers markets represent extremes, neither ideal nor sustainable. But, I’m just using SOTJ as an example. Have you been to St. Stephen’s? It’s cozy and seems to be doing well.
It really comes down to staffing and supply. SOTJ is so busy and Monument is so inconsistent that it was nearly impossible for Victory to manage both markets in an economic and profitable fashion last year.
Haven’t been to St. Stephen’s yet. Will make it a priority.
Do you really think SOTJ isn’t ’sustainable?’ Do the droves of Richmonders and Suburbanites you were railing against for going there know that?
I also didn’t know this market had started back up, but also being a fan of things I can walk to, I’m glad to hear it. That said, I echo your desire for some hot-food vendors there. I ended up at SOTJ last weekend because I really wanted some breakfast along with my produce shopping…
I’m aware of the Monument Market, but have not been yet … now having seen what’s there via your post, I’m definitely not in a rush to get there.
While SOTJ does get a little crazy, the selection is wide and it’s the closest to my house, so I don’t mind the mad dash. While the crowds can be a nuisance, I like seeing so many people there early on a Saturday … gives me hope for this “locavore” movement!
Richmond is very much a “car culture” so I have to wonder if people are hesitant, even from like the near West End, to go to the Monument Market just based on parking concerns. Maybe it’s that group that travels a little that makes the difference.
With so dense a population around the MM, you’d imagine that the Fan could do a better job in supporting the Monument market … even if just off pedestrian traffic …
There’s FREE parking in the First Baptist Church parking lot.
I’m also trying to support my local markets this season instead of driving north to the South of the James one. I hit the Huguenot-Robious Market on Thursdays and the Brandermill Green Market on Saturdays. It sounds like they’re both getting better support than the Monument Market, but maybe it’s because they’ve both been open since April. Hopefully business will pick up as the summer goes on.
The turnout was depressing and I don’t see a future for that market. I echo everyone else that says they like being able to walk to the market. The loss of Victory Farms was a killer, they were definitely the anchor last year. I think someone should get the Fan District Association involved to help promote. They could at least send out an email blast to the members. Guess it’ll be Byrd House for me.
Just to be sure I’m hearing you right, You are asking small businesses who are working on a shoestring budget to go where the customers aren’t, for the sake of equality?
The customers ARE there. But, the market coordinators need to promote the event and turn it into a much bigger deal before vendors can be expected to show up and return each week. And that’s really the focus of this piece: lack of promotion. If you build it, the people will come and so will the small businesses.
However, I think the math is a little more complicated than going where the people are. There’s a case to be made for trying to corner a market. The only berry seller at Monuement market might sell out of berries completely even with their trickle of traffic (cuz who can pass up bright red berries, especially when pickins are slim on everything else?) whereas, maybe none of the six berry sellers at SOTJ (hypothetical) sell out because as popular as it is, there aren’t enough berry buyers in the crowd (everybody having their arms full of swiss chard) to support all of the berry vendors.
Case in point: Boka Truck sells at St. Stephens now, not SOTJ.
Gonna throw some kindling on here… Boka may not be able to compete with better vendors at the SOTJ market, so going to less competitive territory may appeal to him.
As for the market, the management is killing the Monument Market. Given the location, with a few good vendors AND the right promotion, it could be an excellent market. But it requires a push and a real effort. Failing that, you have a market that won’t last another season — though it should.
We are new to Richmond but went to the SOTJ market last year with new friends when we first moved here. I was very excited about the Monument Market since we could walk/bike from our house so we decided to check it out Saturday. It was very disappointing. It just seemed kind of dead on many levels. So sad. I agree that food vendors/coffee, etc really help the atmosphere and experience. I would love to see it succeed and am happy to play a role in that success if it is evident the organizers are working towards that too. I went to their FB page before Saturday hoping to find a list of vendors but you are right, it had not been updated in almost a year.
This may not be a pertinent comment, but I’m gonna do it anyway, just because I want to–I’m sure someone else probably beat me to the chase.
I’m sure one can come up with legitimate reasons to avoid SOTJ, but I haven’t found any.
Sure, SOTJ is crowded, there are lots of things for which I don’t really care, bumping into me obnoxiously (like babies, dogs and seemingly lost old folks and suburbanites), but its part of the charm. SOTJ is as much of a social club as it is a shopping destination, and it delivers on both fronts, thats what makes it unique and special.
Looking at a market like Monument Market, I can find a myriad of reasons not to go: very few people go so I don’t bump into lots of friends, there isn’t any food or beverage I crave, the vegetable selection pales in comparison to SOTJ, its in a big square parking lot by a church on a street, the ancillary vendors don’t excite me and I can walk the entire market in about 3 minutes.
I’m sure there are tons of reasons for all of this, but honestly, I don’t care. SOTJ is close enough to most neighborhoods (and good enough to get people from distant ones), it offers everything I want in a Saturday morning and more, its fun and it gets consistently better every time.
I’ve been a part of SOTJ as a vendor and a customer since the very first market day back when very few people came. It grew very quickly into something spectacular. The Wednesday Souther of the James Market is quickly doing the same. Perhaps everyone wants to come to these markets as opposed to other markets because they lack the qualities of boring and lackluster.
I will continue to wave my SOTJ flag until something better comes along (and I don’t see that happening any time soon, especially not at Monument). I will enjoy tons of vegetable selections, flowers, plant vendors, artisans, friends, family, music and most importantly, coffee and tacos.
I personally think trying to promote a market that seemingly isn’t even willing to promote itself just gets in the way of the great stuff that is happening at the venue proven to get results.
My advice to Monument Market and all those who wish it would be something other than a Farmer’s “Yardsale”? Hire Karen at Market Umbrella to sprinkle some of the magic farmer’s market dust on it, maybe it will turn to gold like their other ventures.
In closing, if my comment comes off as snarky (which I’m sure it does), disregard, its late and I’ve been pleasant all day.
1. North of the James had a full page ad all season long last year and the SotJ of CSA’s Victory and still failed.
2. Don’t you think it’s a bit hypocritical to rage against SotJ and praise Victory? Amy’s, Fertile Crescent, and Frog Bottom all have CSAs w produce that equals Victory’s. Why aren’t you patronizing them? Probably for the same reason people go to SotJ.
3. Berries sell out everywhere
1) The locations make Byran Park and the Fan different animals in terms of outreach, I think. One is relatively secluded, and the other is a densely populated section of the city. I think the main problem is the inability to partner. The Fan District Assoc could get behind it and increase turn out. The church could call on the Market Umbrella for guidance and maybe a few of their wait-listed vendors (just a hunch).
2) I don’t see anything in here that comes close to “raging against SOTJ.” Isn’t anyone who invests $500/year with their CSA and gets good service/produce bound to praise them publicly and pass up the other farmer/vendors with a canvas tote-bag at capacity and an already stretched budget? I couldn’t be a bigger fan of Nates Taco Truck, Pizza Tonight, or Blanchard’s coffee, but I’m not going to follow them to into Forest Hill park if it feels like a trip to the State Fair. Bigger isn’t always better.
3) My wife buys the berries for our house, so I don’t speak from experience. But, it was just an example that if you put the right product in the right place, it can do really well. But, if you put all of the products in one place, then the issue of crowds and competition can get in the way.
If all the people who have posted here worked together for months on a Full Monty routine and performed weekly at the Monument Market it still would not improve. This dog wont hunt. I’ll bet you a bunch of radishes on that.
You’re not going to trick me into doing the daikon dance in broad daylight with that kind of cynicism. Can’t a guy publicly lament that his local market has an air of sadness to it and passive aggressively suggest ways to improve it? I mean, this is America.
Bottom line though, Russell Bell grows the best radishes in Virginia.
Thanks man, but I no longer sell to the public. Enjoy them at many a fine local establishment.
I agree with Stephen that when I want a full event of a farmer’s market, I will always pick SOTJ. It’ll take a LOT for anything to compete with that.
I live very close to Monument and love having it around for the days when I sleep in and at 10:30 decide I need to pick up my vegetables for the week. Last year I had Victory Farm’s CSA so it was great to have it so close. But on some days I would really want to get a bunch of cucumbers to pickle and even at 9am they wouldn’t have them at the MM so I’d walk back home, get in my car and then drive to SOTJ.
Kat: I wanna put this asterisk next to everything I say about farmers markets and CSAs. *If Victory tells me they’ve got surplus of XYorZ, I’m gonna make a bee-line to wherever they are so my wife can get her canning on. She is so good at it. The tomatoes and peaches from last year are still tasting great.
Eating the last of the peach bbq sauce this weekend and so glad Karen shared the recipe with me!
Bombolini Pasta! I forgot to mention that they’ve always been at the Monument Market (or maybe every market anywhere around town) and I love their products. Even without Victory at MM, I’m happy if I’m bringing home that pasta.
I bought some of their Red Pepper Fettucini this past weekend at SOTJ. Just a fantastic product. Well done, Bombolini.
I have no input to add to the farmer’s market discussion, but Atomic Bakery’s super cute website is seriously testing my cupcake brand loyalty.
Been chatting with Atomic on Twitter. After their first time out at Monument Market, they’ve decided to alternate between the Fan and West End markets each week. But you’re right. That robot is super-cute.
Would be awesome if Atomic would come to the St. Stephen’s market. I’m curious to try them after hearing so much recently.
I confess I have only been to SOTJ once. We had a great time, ran into many friends, and bought some good stuff. But I’m with you: the crowd keeps me away. My CSA is Frogbottom Farm and I do the pick-up at St. Stephen’s Farmers Market, which is closest to home. Sometimes we ride bikes, sometimes we drive, but parking either is easy and I’m comfortable letting my kids wander freely or spend their time chalking beside the music while I shop. I like Rostov’s AND Blanchard’s, Boka AND Nate’s, so I’m happy to find who I find where it’s convenient and enjoyable.
One more thought: Monument Market is actually slightly closer to home, but we are too satisfied with our routine to swap it out, especially with our CSA commitment and MM’s lack of glowing reviews.
We’ve been members of Victory Farm’s CSA from the first year, and we’ve dealt with pick-ups at 17th Street, NOTJ (RIP), SOTJ, and Monument. I’ll skip my in-depth analysis of each (after all, this ain’t MY blog) and boil it down to this:
We LOVE SOTJ. We get up early, we deal with the parking hassles, we bring our dog. We love the selection, we love our favorite vendors, we love the people watching. I love seeing all of those people out there supported locally made things. I love the vibe. You might look at it as an overnight success, but that’s hardly true. The Market Umbrella has built that market up, and they found a formula that worked.
Other markets, including ones like NOTJ run by the same people, just don’t have traction, and there are endless reasons for that.
I understand why the crowds and the jostling at SOTJ don’t appeal to everyone, but the good news is RVA has options now. Five years ago, it would have been damn near impossible to find anything to choose from, aside from the resellers at 17th.
SOTJ vs. MM battle throwdown? Bring it. I’ll be there, tote bag and coffee cup in hand. Cheering for both.