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Cooking on Thursdays
Anna Ramos of J & J Farms cuts sample peaches for customers at the Downtown Chefs Market. Jorgen Gulliksen/Register | Buy photos
Chefs Market drawing solid crowds on new night
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CommentPicking through an alphabet soup in search of two Es, two Ds and an I, Eddie David from Milwaukee attempted to spell out his first name using the jumbo-sized recycled metal letters found at Fred Grandy’s Chefs Market booth.
Looking at the alphabet art, David said, “I’ve never seen anything like it.”
Looking at the alphabet art, David said, “I’ve never seen anything like it.”
Just as David found what he was looking for, Chefs Market organizers seem to have spelled out success when they moved the downtown Napa event to Thursday nights.
The switch stemmed from concerns that an overly boisterous Friday night market, parking problems and unruly youths were actually driving away downtown business in recent years. Organizers shifted the market to Thursday nights this summer and shortened it to 11 weeks.
The switch stemmed from concerns that an overly boisterous Friday night market, parking problems and unruly youths were actually driving away downtown business in recent years. Organizers shifted the market to Thursday nights this summer and shortened it to 11 weeks.
Chefs Market ends tonight, before the typical Labor Day conclusion.
Did the change pay off?
Did the change pay off?
The Napa Downtown Association originally expected half of the typical 5,000 attendees from a Friday night, but the 3,000 to 4,000 Thursday night visitors “went beyond our wildest expectations,” said association Executive Director Craig Smith.
“Attendance has been much higher than expected, but the crowds much more mellow,” he said. “Typically the market starts strong and tapers off, (but) this has been almost the opposite — it’s been very consistent.”
Visitors also seem less interested in prolonging the party past closing time.
“At the end of the night last year, there was always a long line at last call, now at 9 p.m., people have stopped drinking,” he said.
Beer and wine sales remain strong. In the past 11 weeks, Smith estimated alcohol sales at $66,000, compared to $95,000 during 15 weeks last year. Overall, the market broke even, compared to a loss of about $11,000 in 2007.
Smith budgeted $140,000 for the 2008 Chefs Market, compared to $250,000 for the longer run in 2007.
“The chef’s demo has been the home run hit this year,” Smith said. “One night we had 100 people watching,” compared to 10 to 20 last year.
Greg Cole of Cole’s Chop House and Celadon cooked up a chef’s demo at the market this year.
“I thought it was new and improved,” he said, noting a bigger and higher stage and more seating.
Additionally, he said, “People seemed to like having two demos a night.” “I think those that gave Thursday night a chance thought it was OK.”
Cole was among the critics of the Friday night market, saying rowdy crowds hurt an otherwise robust night for him and other restaurateurs.
“It’s not quite as out of control as it had been,” said Cole. “The problems of last five years seemed to be mitigated.”
Matt Mermod of restaurant Bleaux Magnolia also did a chef’s demo.
“It went really well,” said Mermod. “I had a good time. The crowd was interactive and asking questions.”
“I liked the location this year better,” he said, and crowds were bigger. “I’ll participate next year.”
Beyond food
Merchants give the market, and sales, mixed reviews.
“I love it on Thursdays,” said Kim Northrup of Betty’s Girl boutique.
“I already had a rock solid Friday,” she said. Her loyal customers complained that Friday night shopping was too hectic.
During the Thursday Chefs Market, business stays steady past 5 p.m., she said. A weeknight market “kind of gives me a three-day weekend” for sales, she said.
“The crowd is definitely more of a mature crowd,” she said. “It’s a little bit mellower.”
Nearby, Lori Wear at Spinelle Fine Jewelers said she may stay open later on a Thursday night during Chefs Market. But she hasn’t been overwhelmed with new business.
“We realized Chefs Market has changed,” she said. “The current design of Chefs Market doesn’t show us that our clients want us to be open.”
Don Ponte and his wife Yannick sell pottery and art at the Chefs Market. He’s not sure if he’ll return next year.
“It just seems like people don’t have money to spend,” said Don Ponte.
“We get compliments galore, but not as many sales,” said Yannick Ponte.
“People are here more for the food,” he said. “It seems like a social gathering for food and wine.”
Planners estimated overall revenue for vendors was down 15 to 20 percent, but “It’s a new night, we knew that was going to happen,” said Smith. He predicts consistent sales next year, and “if anything, (sales) should get a little stronger.”
Sara Caraway of Napa said she used to come to the Chefs Market regularly. But last year, she purposely stayed away. “There were too many teenagers and dogs, and too loud music,” she said. “It was overwhelming.”
Daughter Melissa Caraway said the night of the market wasn’t the most important thing. “It’s the crowd and what they have to offer,” she said.
At first, Caraway wasn’t sure what to expect from the new market. “Once I got down here and saw what it was … it’s actually pretty nice. I would refer people down here,” said Caraway, who works at the Meritage Resort.
Marvin Paul of Napa checked out the oyster booth near Dwight Murray Plaza.
“I hadn’t been down here for a few years,” he said.
A Thursday night market works better for his family, he said. “We’re all at home together. It’s more conducive for us all to come down.”
Napa Police officer Rosa Ramirez patrolled with a contingent of police and probation officers. There are fewer kids at the market this year, she said, and that means less trouble.
“We don’t have a lot of the problems we used to have,” she said.
Now, when the market closes, “people leave instead of lingering,” she said.
Eating dinner at Ristorante Allegria with some golfing buddies, Frank Kujac of Reno said he found the event by accident.
“It’s great,” he said, wandering up First Street. The market “has a unique flavor to it.”
Randy Read of Napa said he didn’t go to Chefs Market last year. But after his wife visited on a Thursday night, he stopped by.
“The food is good, and there is a lot to look at,” he said, mentioning the music, arts and faith-based booths. Read wondered if the market could be expanded.
“It could be once a month, year-round,” he said.
The Napa Downtown Association plans to stick to Thursday night and the same footprint for next summer, Smith said. Based on feedback from merchants, “We’ll probably expand to a full 15 weeks next year.”
The Town Center declined to participate in the market this year, and likely won’t next year either, he said.
The last Chefs Market of 2008 is tonight from 5 to 9 p.m. in Downtown Napa. The market will return for 15 weeks, on Thursday nights, in summer 2009.
“Attendance has been much higher than expected, but the crowds much more mellow,” he said. “Typically the market starts strong and tapers off, (but) this has been almost the opposite — it’s been very consistent.”
Visitors also seem less interested in prolonging the party past closing time.
“At the end of the night last year, there was always a long line at last call, now at 9 p.m., people have stopped drinking,” he said.
Beer and wine sales remain strong. In the past 11 weeks, Smith estimated alcohol sales at $66,000, compared to $95,000 during 15 weeks last year. Overall, the market broke even, compared to a loss of about $11,000 in 2007.
Smith budgeted $140,000 for the 2008 Chefs Market, compared to $250,000 for the longer run in 2007.
“The chef’s demo has been the home run hit this year,” Smith said. “One night we had 100 people watching,” compared to 10 to 20 last year.
Greg Cole of Cole’s Chop House and Celadon cooked up a chef’s demo at the market this year.
“I thought it was new and improved,” he said, noting a bigger and higher stage and more seating.
Additionally, he said, “People seemed to like having two demos a night.” “I think those that gave Thursday night a chance thought it was OK.”
Cole was among the critics of the Friday night market, saying rowdy crowds hurt an otherwise robust night for him and other restaurateurs.
“It’s not quite as out of control as it had been,” said Cole. “The problems of last five years seemed to be mitigated.”
Matt Mermod of restaurant Bleaux Magnolia also did a chef’s demo.
“It went really well,” said Mermod. “I had a good time. The crowd was interactive and asking questions.”
“I liked the location this year better,” he said, and crowds were bigger. “I’ll participate next year.”
Beyond food
Merchants give the market, and sales, mixed reviews.
“I love it on Thursdays,” said Kim Northrup of Betty’s Girl boutique.
“I already had a rock solid Friday,” she said. Her loyal customers complained that Friday night shopping was too hectic.
During the Thursday Chefs Market, business stays steady past 5 p.m., she said. A weeknight market “kind of gives me a three-day weekend” for sales, she said.
“The crowd is definitely more of a mature crowd,” she said. “It’s a little bit mellower.”
Nearby, Lori Wear at Spinelle Fine Jewelers said she may stay open later on a Thursday night during Chefs Market. But she hasn’t been overwhelmed with new business.
“We realized Chefs Market has changed,” she said. “The current design of Chefs Market doesn’t show us that our clients want us to be open.”
Don Ponte and his wife Yannick sell pottery and art at the Chefs Market. He’s not sure if he’ll return next year.
“It just seems like people don’t have money to spend,” said Don Ponte.
“We get compliments galore, but not as many sales,” said Yannick Ponte.
“People are here more for the food,” he said. “It seems like a social gathering for food and wine.”
Planners estimated overall revenue for vendors was down 15 to 20 percent, but “It’s a new night, we knew that was going to happen,” said Smith. He predicts consistent sales next year, and “if anything, (sales) should get a little stronger.”
Sara Caraway of Napa said she used to come to the Chefs Market regularly. But last year, she purposely stayed away. “There were too many teenagers and dogs, and too loud music,” she said. “It was overwhelming.”
Daughter Melissa Caraway said the night of the market wasn’t the most important thing. “It’s the crowd and what they have to offer,” she said.
At first, Caraway wasn’t sure what to expect from the new market. “Once I got down here and saw what it was … it’s actually pretty nice. I would refer people down here,” said Caraway, who works at the Meritage Resort.
Marvin Paul of Napa checked out the oyster booth near Dwight Murray Plaza.
“I hadn’t been down here for a few years,” he said.
A Thursday night market works better for his family, he said. “We’re all at home together. It’s more conducive for us all to come down.”
Napa Police officer Rosa Ramirez patrolled with a contingent of police and probation officers. There are fewer kids at the market this year, she said, and that means less trouble.
“We don’t have a lot of the problems we used to have,” she said.
Now, when the market closes, “people leave instead of lingering,” she said.
Eating dinner at Ristorante Allegria with some golfing buddies, Frank Kujac of Reno said he found the event by accident.
“It’s great,” he said, wandering up First Street. The market “has a unique flavor to it.”
Randy Read of Napa said he didn’t go to Chefs Market last year. But after his wife visited on a Thursday night, he stopped by.
“The food is good, and there is a lot to look at,” he said, mentioning the music, arts and faith-based booths. Read wondered if the market could be expanded.
“It could be once a month, year-round,” he said.
The Napa Downtown Association plans to stick to Thursday night and the same footprint for next summer, Smith said. Based on feedback from merchants, “We’ll probably expand to a full 15 weeks next year.”
The Town Center declined to participate in the market this year, and likely won’t next year either, he said.
The last Chefs Market of 2008 is tonight from 5 to 9 p.m. in Downtown Napa. The market will return for 15 weeks, on Thursday nights, in summer 2009.
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misfit wrote on Jul 31, 2008 8:14 AM:
napamama wrote on Jul 31, 2008 9:04 AM:
wined0wnnapa wrote on Jul 31, 2008 9:36 AM:
marine1/1 wrote on Jul 31, 2008 3:44 PM:
cellsitegod wrote on Jul 31, 2008 6:39 PM:
Fruit and vegetable vendors have their own day at the farmers market. Why not show what type of foods are offered such as the Oyster guy, or Buckhorn. Not vegetables and give aways by banks and real estate. "
napa_mom wrote on Jul 31, 2008 9:21 PM:
Many thanks to the organizers of both events, job well done! "
comment wrote on Jul 31, 2008 11:52 PM: