1/23/2012
Jeff Kolkey

ROCKFORD — Rockford City Market organizers could expand hours during the warmer spring and summer months when the popular Friday afternoon event is most in demand and visitors want to linger.

A key event designed to drive renewed interest to downtown, the Rockford City Market has successfully brought a sense of optimism and activity to the city center for two years.

But attendance trends have emerged that organizer Cathy McDermott of the Rock River Development Partnership said shows the market is highly weather-dependent.

“It hasn’t been decided for sure, but we are leaning toward extending the hours in the summer months,” McDermott said. “Both the consumer and vendor surveys we did had a pretty overwhelming response that they wanted the hours to be extended during the summer.”

Most likely, hours in the spring and summer will be expanded to 3 to 8 p.m. Fridays while fall hours would remain 3 to 7 p.m., McDermott said.

More than 39,000 visitors went to 20 events in 2011, proving the outdoor market featuring products, produce and live music is a hit. But after drawing an average of 2,449 a week in the spring and summer, less than half that average attended the market after Labor Day when there were more rainy and cold days.

The outdoor market is an effort by the Rock River Development Partnership and On the Waterfront to drive activity and interest to downtown Rockford in hopes of revitalizing the city center. It’s hoped that vendors and entrepreneurs will use the market to test products and create business plans in preparation for opening new downtown storefronts.

“They are already building their customer base before they get out of the market,” said Pamela Schallhorn, a consultant working with the Storefront Downtown Center for Entrepreneurship.

Woodfire Brick Oven Pizza owner Joe D’Astice said expanded summer hours would be a welcome change for vendors who are using the market to develop a customer base in preparation for opening a permanent storefront.

D’Astice and his wife, Anne, have turned the Pasta Cucina homemade pasta booth into a storefront in Stewart Square and D’Astice has plans to open a sit-down pizzeria in downtown Rockford this summer.

“It seemed like a lot of people wanted to stay, wanted to linger especially in the months of June and July — when closing time comes around 7 o’clock people are still engaged in conversations and want to hang out a little more,” D’Astice said. “But once it starts to get dark, then you really need to cut it off. You can’t do 8 in late August or September because it’s too late.”

Reach staff writer Jeff Kolkey at jkolkey@rrstar.com or 815-987-1374.

Attendance on the rise
Surging yet uneven attendance has Rockford City Market organizers considering expanded spring and summer hours. The Rockford City Market grew in popularity its second season, drawing an estimated 39,142 people. But demand is greater in the summer when the market averaged 2,449 attendees. After Labor Day, the market averaged 1,043.

Date / estimated attendance
June 3: 2,151

June 10: 2,851

June 17: 3,022

June 24: 2,553

July 1: 2,466

July 8: 2,315

July 15: 2,845

July 22: 1,971

July 29: 1,933

Aug. 5: 3,371

Aug. 12: 1,515

Aug. 19: 2,132

Aug. 26: 2,717

Sept. 2: No market

Sept. 9: 1,410

Sept. 16: 735

Sept. 23: 1,146

Sept. 30: 869

Oct. 7: 1,503

Oct. 14: 564

Oct. 21: 1,073

Total: 39,142

Source: Rock River Development Partnership




For More Information:
http://www.rrstar.com/news/x1251830596/Longer-Rockford-City-Market-hours-sought-when-weathers-nicest