Saratoga News

Photograph by Robert Scheer

Emlyn Rogers of Watsonville's Happy Boy Farms weighs a bag of greens for a customer at the Saratoga Farmers' Market.

Market Days attract shoppers to Saratoga

But they don't reach outlying shopping centers

By Julie Mehta

Organizers say Saratoga Market Days, now in its third month, is attracting more people to Saratoga on Saturdays, but not necessarily to the shopping areas it was intended to help the most.

"The Farmers' Market is doing much better than last year," said Kristin Davis, owner of the Front Window gift shop, "but we're having a little difficulty getting people to the outlying areas like Argonaut, Quito and Gateway."

The event, which began May 4, is billed as the first in which all four of Saratoga's major business areas have joined to attract more shoppers to the city.

So far, there are more than 40 businesses participating: four in the Argonaut Shopping Center; six in the Gateway area; 13 in Quito Village Shopping Center and 18 in Saratoga Village.

The event builds on the Farmers' Market concept, which took off last year in the village. Davis, who is one of the organizers, says children's events have been successful, but the Treasure Hunt contest has proved somewhat confusing. "It's different from what Saratoga is used to," she said.

Organizers say the red helium balloons that are used to deck out stores on Saturday have drawn attention.

Flora Kahrobaie of Gate Cleaners said a passerby who saw her husband hanging some stopped to inquire about their services. But Kahrobaie added she has yet to see an increase in foot traffic or business at her Gateway area store because of the event.

But Harry Lulla of Saratoga Wine & Spirits, located in Saratoga Village, said he has seen an increase in foot traffic since Market Days started.

"I've sold more sodas and water and miscellaneous items," said Lulla. But he added that the parking situation has become tighter and some of his regular customers have told him they will go elsewhere, at least on Saturdays.

"But the overall effect is positive," said Lulla, "because now more people know what's in this neighborhood."

Over $9,000 has been collected for the Market Days effort, $2,000 of it from the city and Chamber of Commerce and the rest from businesses. The money is being used for newspaper advertising, balloons, banners, and printing of a monthly Market Days newsletter.

The banners some businesses are hanging cost $200 each, according to Davis, but because of the Market Days event, owners do not need to pay an additional $150 for a permit to post them. Several councilmembers had expressed fears that there would be a proliferation of signs as a result of the event when they granted it an exception to the sign ordinance in April, but Community Development Director reports that there have been no complaints about the banners or ballons so far.

Upcoming Market Days events include a special kids' day in Blaney Plaza on July 13, food tasting at Quito Village on July 20, and an antique show in the Gateway area in late July.

"I think we're getting there," says Davis. "Before, Saturdays were extremely quiet. We're getting people into the businesses now. Now, the owners have to find ways to keep them there."

Saratoga Market Days will continue until Oct. 26.