Steubenville’s farmers’ market has long been a tradition in our community. Originally started in the early 1900’s, it remained a strong draw for residents in Steubenville and the surrounding area for many years. In recent times, we have seen a steady decrease in the number of fresh fruit and vegetable vendors, and a resulting decrease in the customer base. This may in part have been due to fewer local growers and large grocery store chains offering vegetables and fruit year round.
Still, there is a community sense of loss with the decline in our farmers’ market and a demand that some action be taken to save one of our oldest traditions. As the steel mills our area depends upon continue to reduce their operations, our community is struggling to implement a number of economic development measures. A growing number of empty storefronts in our downtown area attest to the need for a revitalization.
This year, we took a drastic step to try and save our farmers’ market. We relocated to Fort Steuben Park and renamed the weekly event, City Market. Already, we have seen an increase in the number of vendors and shoppers eager for the produce and ambiance the market provides. We have started to attract local organic growers and have expanded to include crafters as well. The Jefferson County Office on Prime Time Aging has begun offering monthly $5 vouchers to County senior citizens redeemable only at the City Market for the purchase of fresh fruits, vegetables, eggs and nuts. Our market has the potential to once again become a community staple, and assist in the economic development of our downtown area.
City Market is at a crucial stage. It has the potential to become a success or a failure, depending upon the community’s reaction to its new venue. Advertising is needed to strengthen our market by bringing in more vendors and shoppers and solidify its place in the community.
Background Information and Justification for Project
In the early 1900’s, City Market, where local residents shopped for fresh fruits, vegetables, eggs and meats, was located at the current site of our municipal building which houses the Steubenville Police Department. As the city grew and the property was taken over by the City for office space, City Market initially disappeared but then resurfaced as Farmers’ Market and was located on the sidewalks of downtown Steubenville. Farmers’ Market operated every Thursday from the third week in June thru the end of October.
Farmers’ Market continued as a core part of our community’s culture for many years. In the 1980’s however, as the steel industry in our area began a downturn, the market began a steady decline both in the number of vendors and shoppers. Part of this may also have been due to fewer local growers and the expansion of large retail grocery chains in our area.
With the downturn in our local economy, our downtown area became more and more distressed with the closing of one retail business after another. An undesirable element began to appear in the downtown area and the downtown began to gain a reputation as a dangerous place to be, adding to the problem of fewer and fewer shoppers. Although local law enforcement has improved the safety of the downtown area, the reputation remained.
Last year was the worst year for our market yet. The number of vendors dropped dramatically to an average of 4 per week. The remaining downtown businesses, downtown residents and the community as a whole began to lament the loss of our farmers’ market. Many senior residents of downtown Steubenville depend on Farmers’ Market for their produce and downtown employees look forward to shopping at the market every Thursday.
In a last ditch effort to save the market, we looked for a better location. The Fort Steuben Project, Inc. offered the use of the Fort Steuben Park. Fort Steuben was rebuilt on its original site, which is now Third Street in downtown Steubenville. The surrounding park includes an amphitheatre, a fountain and is easily accessible with ample parking. Interestingly, it is located directly across the street from the municipal building, the original site of Steubenville’s City Market. We decided to change the name from Farmers’ Market to City Market as a both a fresh start and a nod to our local history.
Our current location has shown promise. The average number of vendors per week is around 8 to 10. We have started to attract local organic growers and crafters. Shoppers and vendors alike have comments upon the pleasant, safe atmosphere and especially enjoy the local guitarists, harpists and violinists who have joined us each week.
The Prime Time Office on Aging is offering monthly $5 vouchers to Jefferson County senior citizens for the purchase of fresh fruits, vegetables, nuts and eggs redeemable only at City Market.
The Steubenville Convention and Visitors Bureau operates the Steubenville City Market (and former Farmers’ Market) as a service to the community. Our funds are limited, but we have been very fortunate with the coverage by the local newspaper in getting information about the market out to the community.
More advertising is needed to strengthen and expand City Market. Our organization, although primarily concerned with marketing Steubenville as a tourist destination, sees great value in this traditional community event that has the potential to help in the revitalization of downtown Steubenville by drawing people back downtown, and changing their views to downtown Steubenville as a safe and desirable place. We anticipate that City Market will take its rightful place as a local attraction that we can market to potential visitors to our area.
Work Plan
Steubenville City Market is operated by the Steubenville Convention and Visitors Bureau. It is an annual event that starts the third Thursday in June and continues every Thursday through the end of October. Hours of operation are 7am to 3pm.
Media Plan
The advertisements will be placed on local TV, Radio and in the local newspaper beginning in August to coincide with the harvest of the bulk of the crops.
Anticipated Outcome
Based on the initial success, we anticipated that with proper advertising and promotion, the City Market will regain its position as one of our community’s assets. Local reaction to the change of venue has been positive and support from the Fort Steuben Project and the Office of Prime Time Aging as well as the Herald Star tells us that our community will embrace City Market. The success of the market will be measured by the number of vendors and shoppers each week. Vendors can be easily tracked, and we have been trying to estimate the number of shoppers as well. The success of the market will also be tracked through coverage by local media.