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Jodi Low
2/19/2015
RESULTS OF DOT SURVEY
Santa Monica Sunday Main Street Farmers Market
This report presents the responses obtained from visitors to the City of
Santa Monica Sunday Main Street certified farmers market held at 2640
Main Street on February 15, 2015 from 9:30 am – 1:00 pm. The DOT
Survey was carried out to assess entertainment and educational
programming preferences of the market’s customer base to assist staff in
developing new pilot programs.
2/19/2015
1
Results of DOT Survey
Santa Monica Sunday Main Street Farmers Market
BACKGROUND Market Location 2640 Main Street
Start Date January 1995
Farmers 33
Prepared Food Vendors 13
Retail 14 (limited to stores from the Main Street business district)
Weekly Entertainment
Activities
Pony rides, petting farm, face painter, balloon designer, band, arts and
crafts
Approximate weekly customer
attendance Approximately 3,000 to 5,000
City of Santa Monica Farmers Market staff used the dot survey approach to conduct consumer research at
the farmers market. The dot survey technique is a “self-service” research approach that asks a limited
number of questions displayed on poster boards and easels in the market. Customers/Visitors at the market
were given three colorful, round, self-sticking dots and asked to indicate their preference to the three
questions posed on the poster boards by placing one dot per question. The dot survey technique was well-
received by the customer base since it is a quick, simple, and fun way to encourage consumer participation
and collect feedback. The dot survey was developed by Larry Lev, Linda Brewer, and Gary Stephenson of
Oregon State University. It is among the most popular techniques for gauging consumer behavior at farmers
markets.
Two weeks prior to the survey date, farmers market staff advised strategic partner organizations including
the Ocean Park Neighborhood Association, the Main Street Business Improvement Association, the
California Heritage Museum and the Victorian about the survey and asked them to notify their members
and encourage them to participate. Additionally, the survey was promoted by the City on a variety of social
media platforms and on February 13, the Santa Monica Daily Press published an article highlighting the
survey.
On February 15, five boards were displayed in the center of the Main Street Farmers Market. Board one
provided background information and context. Boards two - four posed the questions, “What would make
this market better?”, “What would entice you to purchase more farm products at this market (vegetables,
fruit, nuts, flowers, cheese, meats, eggs)?” and “Which educational activity would most motivate you to attend
this Market?” Board five provided a space for customers to leave any additional comments about the
market. At 11:00 am, the first set of boards were replaced with an identical clean second set so that all the
responses could be captured.
Throughout the duration of the market, approximately 350 customers responded to the Dot Survey boards
and approximately 200 open comments were recorded.
2/19/2015
2
Board 1: Context
Board one was intended to provide context and background information to participating customers. It
stated:
We are excited that 2015 marks the 20th anniversary of the Sunday Main Street Farmers Market and want
to thank you for these many years’ loyal patronage and support!!! As you may be aware, the contract for the
pony ride and petting farm operator expires in May 2015, and at the direction of City Council, staff is
exploring new educational and entertainment programing with a preference for non-animal related
activities.
As such, we want to hear from you!
Please share your observations, insights and suggestions to make this market the best Sunday Farmers
Market ever!!!
We will be collecting customer, vendor and strategic partner feedback to determine which activities would be
most appealing and appropriate for the venue. After evaluating the feedback, pilot programs will be
developed and implemented to test the best ideas.
Thank you for your feedback!
2/19/2015
3
RESULTS AND DISCUSSION
Board 2: Question 1: What Would Make This Market Better?
Each participating customer was given 3 sticky dots and instructed to place one dot on each of the three
question boards to indicate their preference. While most customers followed the directions, some placed
more than one dot on each board. On board two, a total of 369 dots were counted. The majority (178
customers) indicated that adding more farmers to the Main Street market would make the market better.
18
18
30
44
81
178
Add Adult Education Activities
Add more Retail Vendors
Add Youth Education Activities
Add more Prepared Foods
Add more Youth Entertainment
Add more Farmers
48%
22%
12%
5% 8% 5%
Add more Farmers
Add more Youth Entertainment
Add more Prepared Foods
Add Adult Education Activities
Add Youth Education Activities
Add more Retail Vendors
2/19/2015
4
Board 3: Question 2: Which Educational Activity would Most Motivate you to
attend this Market?
On Board three, a total of 372 dots were counted. Customers strongly indicated that cooking demonstrations
and workshops would most motivate them to attend the Main Street market. Staff will keep these
preferences in mind when evaluating educational pilot program applications and likely select activities
proportionate to the preferences indicated selecting more cooking demonstrations activities than any other
activity. This will also support the feedback provided on board four regarding knowing how to prepare/cook
farm products purchased at the market.
29
45
49
51
52
146
Sustainable Living Workshops
Nutrition workshops Demos
Gardening Demos and Workshops
Urban Homesteading
Food/Agricultural Art Projects
Cooking Demos and Workshops
39%
13% 14%
8%
12%
14%
Cooking Demos and Workshops
Gardening Demos and Workshops
Food/Agricultural Art Projects
Sustainable Living Workshops
Nutrition Worships Demos
Urban Homesteading
2/19/2015
5
Board 4: Question 3: What would entice you to purchase more farm products at this market (vegetables,
fruit, nuts, flowers, cheese, meats, and eggs)?On board four, 320 dots were counted. Since this was
the last board and received the least votes, we suspect that some customers cast multiple votes on boards
two and three and did not indicate a preference on board four. Nearly 50% of customers who responded to
board four indicated a desire for a greater variety of farm product offerings at the Main Street market.
Because variety can be interpreted in several ways, farmers’ market staff will need to evaluate the existing
product mix and possibly collect additional customer feedback. It could be that customers feel there are gaps
in the overall product offerings; for example, there are no farmers at the main street market selling grains or
rice. The feedback could also be highlighting a desire for more innovation and variety within the existing
product mix, for example different varieties of oranges that are not currently offered by the existing farmers.
9
18
59
82
152
Beach Parking Lot Shuttle
An ATM Machine
Knowing How to Prepare Them
More Vendors Accepting Credit Cards
Greater Variety
47%
18%
26%
3%
6% Greater Variety
Knowing How to Prepare Them
More Vendors Accepting Credit Cards
Beach Parking Lot Shuttle
An ATM Machine
2/19/2015
6
Board 5: Open Comments
In addition to the three poster boards with specific questions, an open comments board was available for any
additional customer comments and feedback. Just over 200 open comments were received over the four and
one half hour period. More than half the open comments received were in favor of keeping the pony rides
and petting farm. We classified customer comments into five distinct categories; convenience,
entertainment, produce, music and the petting farm/ponies. A complete list of the original comments can be
found on page __ and photos of the comment boards can be found on pages ___ through ___.
154 Comments on Entertainment
114 Comments on Petting Farm/Ponies
68%
6%
13%
4% 8%
1%
Keeping Ponies and Petting Zoo
Remove the petting zoo/ponies.
Keeping the Music and Paying the
entertainers
Lose the loud music, more kids friendly
music
More alterative kids actives
Introduce new entertainment options
92%
8%
Keeping Ponies and Petting Farm
Remove the petting farm/ponies
2/19/2015
7
26 Comments on Produce
26 Comments on Music
42%
19%
8%
31% Improve variety and reduce prepared foods
Bringing back an old vendor
Complimenting a vendor
Introducing a new specific vendor
77%
23%
Keeping the Music
Lose the loud music
2/19/2015
8
18 Miscellaneous Comments
A variety of comments were received regarding market logistics, food assistance
programs, rules and regulations, and customer input which are not well suited for
graphical interpretation. These comments and the number of times they appeared are
listed in the chart below.
# Of People
Original Comment
2 Better and More Bathrooms
2 No Pets at the Farmers Market
1 EBT Matching program
1 Add a Dog sitter
2 Longer Opening Hours
1 Better Grammar on Signs
2 Better Organization
2 More Seating
1 Do surveys more often
1 Allow pets in certain areas
1 Add food market program for double coupons
1 Love the farmers market
2/19/2015
9
Original Comments
Over 200 open comments were received. While some customers choose to
write their own thoughts, others choose to affirm existing comments with a
check mark. Below is a list of the original comments and the number of
affirmation of each given comment.
# Of People
Original Comment
1 Keep the music
1 I love the music
1 I love the bike valet
7 Keep ponies and the farm animals for children
5 Keep the music - pay entertainers and get better acts
5 Bring in more vegetables and fruits and less prepared foods
3 Keep the animals and the music
3 Please Keep the Animals
2 Lose the loud music
1 Keep the music
1 No Animals
1 Keep ponies, I would go to Sat market if you did not have ponies
1 Bring back corn maidens
2 Keep Steve/Art Gluten Free Bread/Muffins Please!
1 Keep the ponies
1 Keep the ponies/petting zoo
1 Ponies
1 Keeping petting zoo & ponies
1 Keep the ponies, please!
1 Keep the ponies
1 Kids discovery activities
1 Kids maze or physical activities (rock climbing)
1 Ponies are ok with me as long as they're treated well
1 Local booth, rotating venue for local artists and offers
1 Please keep the ponies + the animals! All the children adore them - something that sets this market apart from others!
1 Please keep the petting zoo, it is an amazing learning opportunity for children and a pastime for families. So many people choose this market for that reason.
1 The music is way too loud
1 Let the animals go back to the farms
1 Something that stimulate children like music lessons instead of animals for entertainment is healthier for the community
2/19/2015
10
# Of People
Original Comment
1 EBT match program like the Pico FM would entice more people to come to this market and increase sales.
1 More "living foods" RAW vendors!
1 How about hummus vendor
2 Bring back Beverley hills juice
1 Vegan muffins and cookies
2 Teach kids to respect ponies and other living beings - do not ride or treat as creatures for human convenience
1 For many years my kids rode the ponies. We all love them! Please keep the ponies! You have one or two "squeaky wheels" making a decision for everyone. Please keep this passage for the youngest of the community.
1 More growers and more variety
1 Cooking and nutrition class
1 no music, give the locals a break
1 Please keep the ponies
1 Keep the ponies
1 Love the music
1 More baked goods
1 More produce variety
1 Please keep the ponies and petting zoo. My daughter is very attached to the ponies. And they don’t look over-worked or anything, like that. They seem just fine! Well cared for and relaxed.
1 Bring back the bread man! That was no.1 reason to come to the market for years. I don’t come so much any more. That personal support built up over many years was really important
1 Please let the ponies stay
2 Please keep the ponies.
4 Keep petting zoo and the ponies
1 Teach empathy
1 Many people won’t even come to the market if the ponies are gone. No ponies- no confined animals please
2 Keep the ponies
1 Add a dog sitter
1 Unkind to shackle ponies, don’t teach the children this kind of message
1 Bring back the massage booth
1 Keep ponies and petting zoo
1 keep the ponies
1 please keep the ponies
2 keep ponies
1 Loved the petting zoo. Friendly staff and happy animals.
1 Keep the ponies! It helps kids appreciate and care for animals.
3 Keep the ponies
1 More children friendly music
2/19/2015
11
# Of People
Original Comment
1 Keep petting zoo
4 Keep the petting zoo!
1 Junior farmers program
1 Arts and craft for the kids
1 More kids science and arts activities
7 Keep ponies
1 Better bathrooms
1 Organic prepared foods
9 Keep ponies
4 Pay the musicians and support the artists
1 Either enforce no dog rule or have no rule at all
1 More kids activities
1 Extend opening hours
2 Gluten free bread pastries
1 No electronic activity for kids if ponies go, such as Story time, Arts and craft and kids cooking
1 Kids friendly music and acts
1 The farmers market is great
1 open till 4pm.
2 Live music
5 ponies
1 Great quality of produce
1 Do surveys more often
1 Keep animals or children will suffer and be forced to go to another city
1 keep the ponies and petting zoo. We love it.
1 Time to stop making the ponies walk in circle with blinds on..
1 Love the ponies and petting zoo
1 add food market program for double coupons
36 Keep ponies and petting zoo
1 pay music act
1 More Fresh Meat and fish stalls + milk + yogurt cucumbers
1 Have the council members consult constituents before they vote on the ponies
1 More animals
1 Better grammar on the sighs: instead of we grow what we sell, we sell what we grow
1 A little close together and cramped
1 Books and cookies to replace pony ride
1 I find it redundant to have stands for merchants who already have a location on main street
1 Move the ponies to a better place, do not encourage animal cruelty
1 More bathrooms
1 Adoptable pets from animal shelter
1 allow dogs in certain areas
2/19/2015
12
# Of People
Original Comment
1 hot dog vendor
1 enlightening talks for young children
1 petting zoo and ponies need to go else where
1 need seats in the area
1 more farmers less retail
1 much more seating
1 unchain ponies
1 Free the ponies
2/19/2015
14
Board 2 – Question 1 WHAT WOULD MAKE THIS MARKET BETTER?
Board 3 – Question 2 WHICH EDUCATIONAL ACTIVITY WOULD
MOST MOTIVATE YOU TO ATTEND THIS MARKET?
2/19/2015
15
Board 4 – Question 3 WHAT WOULD ENTICE YOU TO PURCHASE MORE FARM PRODUCTS AT THIS MARKET
(VEGETABLES, FRUIT, NUTS, FLOWERS, CHEESE, MEATS, AND EGGS)?
Board 5 OPEN COMMENTS