Farmers Market Operations and Management Services

The City of Palm Desert is requesting proposals from qualified and experienced farmers market operators for the development, operation and management ("Proposer") of a recurring Farmers Market serving residents and visitors of Palm Desert ("Services") and establish an initial one-year Professional Services Agreement, with renewal options subject to City approval, available funding, and satisfactory performance.

To serve and promote the welfare of its residents, the City intends to procure the Services, as described in this document.

Background

The City of Palm Desert ("City") invites qualified and experienced farmers market operators to submit proposals for the development, operation, and management of a recurring Farmers Market serving residents and visitors of Palm Desert. The City Council has identified the establishment of a Farmers Market as a priority initiative to enhance community vibrancy, support local and regional agriculture, provide healthy food access, and create an attractive gathering place for residents and visitors.

The City is a charter city located in the Coachella Valley in Eastern Riverside County, within the low desert region of Southern California. The City is home to approximately 50,000 full-time residents and an additional 32,000 seasonal residents. Palm Desert offers big-city resources within a welcoming, small-town environment, with high-quality educational opportunities, safe and clean streets, extensive retail and entertainment options, and robust community programming. Widely considered the geographical, educational, and retail hub of the Coachella Valley, Palm Desert was incorporated in 1973 and operates under a council-manager form of government with a five-member City Council elected by district, each serving a four-year term. The City Council meets on the second and fourth Thursdays of the month at Palm Desert City Hall, 73-510 Fred Waring Drive.

Project Details

• Reference ID: 2026-RFP-048
• Department: Economic Development
• Department Head: Martin Alvarez (Director of Economic Development)

Important Dates

• Questions Due: 2026-07-18T00:00:00.000Z
• Answers Posted By: 2026-07-28T00:00:00.000Z

Evaluation Criteria

• Market Concept, Vision, and Alignment with Palm Desert Goals (25 pts) —

  Evaluation will consider the proposer’s understanding of the Palm Desert community, proposed market concept, agricultural focus, ability to create a high-quality community destination, and alignment with the City’s goals for community vibrancy, healthy food access, local and regional agriculture, and long-term market success.

• Operational Plan and Vendor Recruitment, Safety, and Insurance Compliance (25 pts) —

  Evaluation will consider the proposer’s proposed operating schedule, startup plan, site layout approach, traffic and parking management, ADA access, emergency access, setup and breakdown procedures, vendor placement, vendor management, Certified California Farmer recruitment strategy, proposed vendor mix, safety and security procedures, incident reporting process, emergency response coordination, vendor insurance compliance procedures, and ability to minimize impacts to the Palm Desert Aquatic Center, nearby facilities, surrounding properties, and other City uses.

• Relevant Experience and Qualifications (20 pts) —

  Evaluation will consider the proposer’s demonstrated experience operating farmers markets, Certified Farmers Markets, public markets, community markets, or similar recurring programs; experience working with public agencies, municipalities, property owners, nonprofit organizations, or similar partners; qualifications of key personnel; regulatory knowledge; vendor compliance experience; safety practices; and capacity to successfully operate the Palm Desert Farmers Market.

• Financial Sustainability and Overall Value (15 pts) —

  Evaluation will consider the proposer’s estimated operating budget, startup costs, ongoing operating costs, vendor fee structure, revenue sources, sponsorship strategy, requested City financial or non-financial support, intended use of any City funding, reasonableness of costs, financial assumptions, and long-term plan for financial sustainability.

• Community Benefit, Marketing, and Public Engagement (10 pts) —

  Evaluation will consider the proposer’s marketing strategy, social media and digital outreach, tourism outreach, business and community partnerships, public engagement, community programming, customer experience enhancements, and ability to attract consistent attendance while maintaining the market’s agricultural focus.

• References and Past Performance (5 pts) —

  Evaluation will consider references, past performance on similar contracts or market operations, demonstrated reliability, responsiveness, vendor relations, public agency or property-owner satisfaction, safety record, compliance history, and record of successful market operation.

Submission Requirements

• PROPOSAL REQUIREMENTS (required) —

  Proposals shall be prepared in a clear, concise, complete, and organized manner. Proposals shall include the information requested below and should follow the format outlined in this section to allow the City to fully evaluate and compare responses. 

  A. Cover Letter

  Provide a cover letter that includes:

  • Organization name and contact information.
  • Primary contact person, including title, phone number, and email address.
  • Statement of interest in operating the Palm Desert Farmers Market.
  • Brief summary of the proposer's qualifications and approach.
  • Commitment to fulfilling the requirements outlined in this RFP.
  • Signature of an individual authorized to bind the proposer.

   B. Organization Information

  Provide information regarding the proposer's organization, including:

  • Organization history and background.
  • Organizational structure.
  • Years in operation.
  • Relevant certifications, licenses, affiliations, or professional memberships.
  • Identification of key personnel responsible for market operations.
  • Identification of the proposed Market Manager and any staff responsible for weekly onsite operations.
  • Description of the proposer's capacity to operate and manage the Palm Desert Farmers Market.

   C. Experience and Qualifications

  Describe the proposer's experience operating and managing:

  • Certified Farmers Markets.
  • Farmer markets, community markets, public markets, or similar recurring market programs.
  • Community events or public-facing programs.
  • Public-private partnerships.
  • Programs or services in partnership with public agencies, municipalities, property owners, nonprofit organizations, or similar entities.

   Include information regarding:

  • Market locations.
  • Operating schedules.
  • Number of vendors.
  • Length of operation.
  • Experience working with public agencies or property owners.
  • Experience recruiting and retaining agricultural vendors.
  • Experience operating markets in Southern California or similar communities.
  • Experience with applicable federal, state, county, and local regulations governing farmers markets, food vendors, public events, and market operations.
  • Experience implementing vendor compliance procedures, including permits, licenses, certifications, and insurance requirements.
  • Experience coordinating safety, security, emergency response, and incident reporting for public markets or similar events.

  List all farmers markets, community markets, or similar recurring markets currently operated by the proposer, including location, operating schedule, approximate vendor count, and years in operation.

   D. Market Concept and Operations Plan

  Provide a detailed market concept and operations plan for the Palm Desert Farmers Market. The plan shall include:

  • Proposed day(s) and hours of operation.
  • Proposed startup timeline from contract award through the first market date, including permitting, vendor recruitment, marketing, site planning, and launch activities.
  • Operational approach for the market season.
  • Proposed vendor mix and market composition.
  • Proposed number of vendors during the initial market season.
  • Vendor recruitment and retention strategy.
  • Description of existing relationships with Certified California Farmers and agricultural producers.
  • Strategy for recruiting Certified California Farmers during the first six months of operation.
  • Organizational chart identifying the Market Manager and key personnel responsible for weekly operations.
  • Site layout and circulation concepts.
  • Approach to vendor placement and space assignments.
  • Approach to vendor loading and unloading.
  • Approach to parking management, traffic circulation, pedestrian access, ADA access, and emergency vehicle access.
  • Approach to managing impacts to the Palm Desert Aquatic center, nearby facilities, surrounding properties, and other City uses.
  • Approach to site setup, breakdown, cleanliness, waste management, recycling, and sustainability practices.
  • Sustainability practices, including waste reduction, recycling, and efforts to minimize single-use plastics.
  • Customer experience enhancements.
  • Proposed procedures for weather, excessive heat, high winds, emergency situations, temporary closures, relocations, cancellations, or other operational disruptions.
  • Long-term vision for the market.

  E. Vendor Compliance and Insurance Plan

  Describe the proposer’s approach to vendor compliance and insurance requirements, including:

  • Procedures for verifying that vendors maintain all required licenses, permits, certifications, and approvals.
  • Procedures for verifying vendor insurance prior to participation in the Farmers Market.
  • Procedures for maintaining current certificates of insurance and related vendor documentation.
  • Procedures for requiring updated insurance documentation upon expiration or upon request.
  • Approach to ensuring that food vendors, prepared food vendors, activity providers, demonstrators, and other higher-risk vendors maintain appropriate insurance coverage.
  • Process for addressing vendors that fail to maintain required permits, licenses, certifications, approvals, or insurance coverage.
  • Process for providing vendor compliance and insurance documentation to the City upon request.
  • Proposed vendor rules and regulations, including how such rules will be communicated and enforced.

  F. Safety and Security Coordination Plan

  Describe the proposer’s approach to maintaining a safe, orderly, and professional market environment for vendors, customers, City staff, and the public. The plan shall include:

  • Procedures for maintaining safe pedestrian circulation throughout the market site.
  • Procedures for maintaining emergency vehicle access at all times.
  • Procedures for managing vehicle movement during setup, operation, and breakdown.
  • Incident reporting procedures.
  • Emergency response coordination procedures.
  • First aid coordination procedures.
  • Lost child procedures.
  • Procedures for addressing disruptive behavior, public safety concerns, or other safety-related issues.
  • Communication procedures for market staff, vendors, City staff, and public safety personnel during market operations.
  • Procedures for notifying the City of significant incidents, injuries, property damage, public safety concerns, or operational disruptions.
  • Procedures for coordinating with the City regarding temporary closures, cancellations, relocations, or operational changes due to safety, weather, emergency conditions, City operations, or other circumstances.

  G. Marketing and Community Engagement Plan

  Describe the proposer's marketing and community engagement plan, including:

  • Marketing and advertising strategy.
  • Social media and digital outreach efforts.
  • Public relations strategy.
  • Tourism outreach.
  • Business community partnerships.
  • Community outreach and customer attendance strategy.
  • Partnerships with local organizations, businesses, schools, nonprofits, agricultural organizations, health organizations, or community groups.
  • Plans to establish the market as a destination within Palm Desert and the Coachella Valley.
  • Methods for building consistent attendance throughout the market season.
  • Approach to tracking and evaluating marketing effectiveness.

  General promotional brochures or unrelated marketing materials are not requested. Proposers should focus on information that demonstrates their approach, experience, and ability to market and promote the Palm Desert Farmers Market.

   H. Community Programming Plan

  Describe proposed programming and activities that will enhance the market experience while supporting the market's primary purpose as an agriculturally focused community market. Programming may include, but is not limited to:

  • Agricultural education.
  • Health and wellness activities.
  • Educational demonstrations.
  • Family-friendly activities.
  • Nonprofit or community organization participation.
  • Partnerships with local organizations or community groups.

  Proposals should explain how programming will complement the market’s agricultural focus and avoid detracting from vendor space, customer circulation, or the market’s primary purpose of supporting agriculture and local food producers.

  I. Financial Plan

  Provide a financial plan that demonstrates the proposer’s ability to operate and sustain the Palm Desert Farmers Market. The financial plan should clearly identify anticipated costs, revenue sources, requested City support, and the proposer’s strategy for long-term financial sustainability.

  At a minimum, the financial plan shall include:

  • Estimated annual operating budget.
  • Estimated startup costs.
  • Estimated ongoing operating costs.
  • Anticipated revenue sources.
  • Proposed vendor fee structure.
  • Anticipated sponsorship opportunities or other funding sources.
  • Key financial assumptions, including anticipated vendor count, vendor fees, sponsorship revenue, customer attendance, and market season length.
  • Requested City financial support, if any.
  • Requested City non-financial support, if any.
  • Intended use of any requested City funding or support.
  • Whether City financial support is requested for startup costs, ongoing operations, or both.
  • Proposed performance outcomes associated with any requested City funding.
  • Long-term financial sustainability strategy.
  • Proposed plan to reduce or eliminate City financial support over time, if applicable.

  Proposers requesting City financial assistance shall clearly identify the amount requested, the proposed use of funds, the expected benefit to the market, and how the requested funding will support successful market startup, operation, vendor recruitment, customer attendance, or long-term sustainability.

  The proposal shall also identify whether vendor fees, sponsorship revenue, or other market revenues will be retained by the operator, shared with the City, or used to offset market operating costs. All sponsorships, naming rights, third-party advertising, or use of City branding shall be subject to City review and approval.

   J. Reporting and Performance Measurement

  Describe the proposer’s approach to tracking, evaluating, and reporting market performance. The response should include:

  • Method for tracking vendor participation by market date.
  • Method for tracking vendor categories and agricultural vendor participation.
  • Method for estimating customer attendance.
  • Method for collecting customer, vendor, and community feedback.
  • Method for tracking marketing and promotional activities.
  • Method for tracking complaints, incidents, operational issues, and public safety concerns.
  • Method for tracking financial performance, including revenues, expenses, vendor fees, sponsorship revenue, and use of any City funding.
  • Approach to preparing seasonal reports and performance updates for the City.
  • Proposed performance goals for the initial market season.

  K. Required Attachments

  Proposals shall include the following:

  • Sample site layout or conceptual market plan.
  • Sample vendor rules and regulations or vendor handbook.
  • Sample vendor insurance requirements or insurance compliance procedures.
  • Sample safety plan, emergency procedures, incident report form, or comparable safety and security documentation.
  • Sample marketing plan, campaign outline, or examples of prior market outreach strategies.
  • Any additional materials that demonstrate the proposer's qualifications and approach.

  General promotional materials, brochures, or unrelated marketing materials are not requested.

   L. References

  Provide a minimum of three (3) references from current or former clients for whom similar services have been provided.

  References should include:

  • Client or organization name.
  • Contact person.
  • Contact title.
  • Phone number.
  • Email address.
  • Description of services provided.
  • Dates or length of service.
  • Market or program location.

  At least one reference should be from a public agency, property owner, shopping center, nonprofit organization, or similar partner, if available.

  M. Proposal Questions

  In addition to the proposal requirements above, proposers shall address the following questions: 

  1. What makes your farmers market unique, and why will it succeed in Palm Desert? Responses should address: 

  • Understanding of the Palm Desert community.
  • Strategies for attracting Certified California Farmers. 
  • Methods for building consistent attendance.
  • Long-term sustainability.
  • Unique programming or operational approaches.
  • How the market will complement existing community amenities and events.

  2. Describe your strategy for leveraging existing relationships with Certified California Farmers and developing new partnerships to ensure a diverse, high-quality agricultural vendor base throughout the market season.

  3. Describe your approach to vendor insurance compliance, safety planning, incident response, emergency coordination, and maintaining a safe market environment for vendors, customers, City staff, and the public.

  The City reserves the right to invite one or more of the highest-ranked proposers to participate in an interview and/or presentation as part of the evaluation process. Interviews may be used to clarify proposals, discuss operational approaches, and evaluate the proposer's experience, vision, and ability to successfully operate the Palm Desert Farmers Market.

   

• Bid Guarantee (required) —

  IF SUBMITTING AN ORIGINAL BID BOND: Please download the Bid Bond Form under #Attachments, and Mail or hand deliver in a sealed and labeled envelope including the Project Number, Project Title, and Project Due Date visible on the outside of the envelope to the City Clerk's Office located at 73-510 Fred Waring Drive, Palm Desert, CA 92260 before the bid submittal deadline.

  IF SUBMITTING CASH OR CASHIER'S CHECK: Mail or hand deliver in a sealed and labeled envelope including the Project Number, Project Title, and Project Due Date visible on the outside of the envelope to the City Clerk's Office located at 73-510 Fred Waring Drive, Palm Desert, CA 92260 before the bid submittal deadline.

  IF SUBMITTING AN E-BID BOND: follow E-Bid Bond instructions.

• E-Bid Bond —

  Please enter your Bid Bond information from Surety2000 below ONLY IF YOU ARE NOT SUBMITTING A HARD COPY BID BOND, CASH, OR CASHIER'S CHECK.

• Non-Collusion Declaration (required) —

  The undersigned declares:

  I am an authorized representative of my company, the party making the foregoing Bid, to certify the following.

  The Bid is not made in the interest of, or on behalf of, any undisclosed person, partnership, company, association, organization, or corporation. The Bid is genuine and not collusive or sham. The Bidder has not directly or indirectly induced or solicited any other Bidder to put in a false or sham bid. The Bidder has not directly or indirectly colluded, conspired, connived, or agreed with any Bidder or anyone else to put in a sham bid, or to refrain from bidding. The Bidder has not in any manner, directly or indirectly, sought by agreement, communication, or conference with anyone to fix the Bid Price of the Bidder or any other Bidder, or to fix any overhead, profit, or cost element of the Bid Price, or of that of any other Bidder. All statements contained in the Bid are true. The Bidder has not, directly or indirectly, submitted his or her Bid Price or any breakdown thereof, or the contents thereof, or divulged information or data relative thereto, to any corporation, partnership, company, association, organization, bid depository, or to any member or agent thereof to effectuate a collusive or sham bid, and has not paid, and will not pay, any person or entity for such purpose.

  Any person executing this declaration on behalf of a Bidder that is a corporation, partnership, joint venture, limited liability company, limited liability partnership, or any other entity, hereby represents that he or she has full power to execute, and does execute, this declaration on behalf of the Bidder.

  I declare under penalty of perjury under the laws of the State of California that the foregoing is true and correct.

• Iran Contracting Act Certification (required) —

  (Public Contract Code section 2200 et seq.)

  As required by California Public Contract Code Section 2204, the Contractor certifies subject to penalty for perjury that the option selected below relating to the Contractor’s status in regard to the Iran Contracting Act of 2010 (Public Contract Code Section 2200 et seq.) is true and correct.

  Note: In accordance with Public Contract Code Section 2205, false certification of this form shall be reported to the California Attorney General and may result in civil penalties equal to the greater of $250,000 or twice the Contract amount, termination of the Contract and/or ineligibility to bid on contracts for three years.

• Enter your valid CA Contractors State License Board (CSLB) number (required) —

  Please enter your License Number here. This will be verified against the state database.

• Enter your California Department of Industrial Relations (DIR) Registration number (required) —

  Please enter your Public Works Contractor DIR Number. This will be verified against the state database.

• SAM.gov (required) —

  Please enter your legal entity name for SAM.gov verification.

• Type of Business (required)
• Litigation (required) —

  Provide litigation history for any claims filed by your firm or against your firm related to the provision of Services in the last five (5) years (or type "N/A").

• Project Team Resumes (required) —

  Submit resumes of all key personnel/support staff that will produce work product for the Services. Describe their qualifications, education, and professional licensing.

• List the Signatory(s) Authorized to Sign and Bind an Agreement. (required) —

  (If two (2) signatures are required, include the following information for both signatories)

  1. Full Name
  2. Title
  3. Physical Business Address
  4. Email Address
  5. Phone Number

  Corporation (C-Corp): Requires two signatures from authorized officers— one from President or Vice President, and the other from the Secretary or Treasurer.  

  An alternate signatory may be used if authorized by a Notarized Corporate Resolution or Article of Authority.

  LLC: Usually requires one signature from an authorized member or manager. For significant contracts (e.g., over $50,000 for construction or over $25,000 for service agreements), additional approvals or signatures may be required.

  Sole Proprietorship, Non-Profit, Single LLC: Only the one signature is necessary.

• Certification of Proposal: The undersigned hereby submits its proposal and, by doing so, agrees to furnish services in accordance with the Request for Proposal (RFP), and to be bound by the terms and conditions of the RFP. (required)
• What is the Project Number? (required) —

  If not required, type "N/A"

• Agency (required) —

  What agency is this for?

• Agency Awarding Body (required)
• Select the appropriate Agency abbreviation/acronym. (required)
• Insert brief Project Description (required)
• Is this a prevailing wage project? (required) —

  Select YES for any "Public Works" project estimated to exceed $15,000.00 (maintenance).

• Will this project require DIR Registration (required)
• Will a CA Contractor's State License be required? (required)
• If a CA Contractor's State License IS required, enter the license classification requirement here. —

  ex.) Class A, General Engineering

• Is a Bid Bond required? (required)
• Insert Agreement Name (required)
• Insert background information regarding need for services requested (required)
• Is this project Federally funded? (required)
• Pre- Proposal Meeting? (required)
• Use electronic pricing tabulation? (required) —

  If "NO" Proposers will be prompted to upload their own fee proposal.

• Prices valid for how many days ? (required) —

  Prices provided by Proposers in response to this RFP are valid for ____ days from the proposal due date.

• Will this project exceed $1,000,000.00? (required) —

  (this will determine the Iran Disclosure requirement for proposers)

• Does this project require a City issued permit? (required) —

  (ie, encroachment/building permits)

• Select the appropriate Agency abbreviation/acronym (required)
• What is your contract term? (required)
• Is this procurement a purchase of an asset, or does it include services that affect City assets? (required)