Farmers Market on the Plaza

Let us all go down to the Plaza and enjoy the Farmer’s Market today. There’s plenty of free parking. Today is a first step in the implementing Mayor Barrone and Manager Bellis’s vision of revitalizing and reintegrating the Plaza. Yesterday Bellis discussed with Plaza Merchants the opportunity to prosper by attracting shoppers to the historic district. Nationally and locally, see Santa Fe’s success at the Railyard, farmer’s markets are at the cutting edge of sustainability and stimulating cross-cultural antidotes to corporate culture. According to those in the hospitality and community sectors, Farmer’s Markets attract locals, second homers and tourists. It’s an opportunity to unleash the energy of the populace.

Naturally, there will be some hiccups. Yesterday a few merchants raised concerns about about traffic and parking or the sudden changes in policy regarding the move from Town Hall to the Plaza. Basically, roadwork and construction in the area of Town Hall has prompted the move. Certainly, the Garcia’s from The Village Shop raised the issues, as well as the issue of community involvement yet seemed mollified and willing to join what we might call a “grand experiment.” Taos Council of the Arts member Judith Rane reminded those present of the position of the Plaza as the “commons” belonging not just to merchants but also to the community. Mattress Mary reminded the gathering of retail opportunities. Downtown merchant and landlord Anne Brenner said that shoppers at Farmer’s Markets came with purses full of dollars looking to buy unlike attendees at entertainment events, who came to listen and enjoy music but were less interested in retail.

Bellis also mentioned that the Town was negotiating with traditional Hispanic and Native American musicians and dancers to expand the entertainment opportunities, capitalizing on the successful Thursday night “Taos Live” events. Bellis recited statistics regarding the change in tourist demographics, noting how the “new visitor” to Taos is more active, younger, and oriented toward recreation or outdoor sports and entertainment at night. But he also emphasized that it is up to the community to teach and make this new generation aware of the historic traditions in art and culture that Taos offers.

The manager was candid about publicity and advertising, suggesting that Taos garnered more national press from improvised events like the Hopper day than it did from conventional approaches. He questioned the effectiveness of marketing in general, implying that the results are difficult to quantify. The fusion of special events and events like the Farmer’s Market that combines local and visitor interest is key to revitalizing Taos tourism. In other words, one must build a market on the basic foundations, whether it means capitalizing on the Harwood Museum of Art, the Rio Grande del Norte National Monument, or the repository of living history at the old County Courthouse and the Plaza itself. Meanwhile you have the mountains and the desert, the vista and the weather, the historic reputation of cultural artifacts and the opportunities for expression, whether skiing, hiking, bicycling, making art or enjoying the northern New Mexico sense of serenity.

Initially, the north side of the Plaza will be kept open for traffic. Hotel La Fonda’s Steve Slick said he supported the idea but hoped the south side could eventually be opened to traffic on Saturdays. The Farmer’s Market scheduled hours for set up, selling, and break down should affect the Plaza from about 7 am until 1:30 pm or so. The Garcias tentatively gave their approval with a kind of “let’s wait and see” attitude, noting that they were not “anti-local.” Only the recalcitrant Ranee Malanga, who operates a high-end jewelry store, adamantly opposed the experiment. After engaging in a number of ad hominem attacks against merchants, citizens, and officials present and politicians not present, she stormed away from the meeting under the Gazebo. Due to her rather idiosyncratic behavior over the years, Malanga has merely marginalized herself and become as unpopular as former town manager Gus Cordova, prior to his exit.

In summary, Bellis was diplomatic, tactful, open-minded, knowledgeable, and displayed a concern for doing the job and implementing a vision. Certainly, it is the first time this observer has seen a town official appear on the Plaza and express real affection, not just lip service, for the place since the days when everybody used to meet at La Cocina, prior to the flight of shoppers and locals south along the Paseo, due to the arrival of Walmart. The Town, Mayor and Council are risking their “political capital” so to speak on a venture that appears to be a “win win” for locals and visitors. If it doesn’t work, Bellis said the Town would try something else. So let’s make it work for the community as a whole.