The Michigan Farmers Market Association delivered its report to the Jackson Downtown Development Authority following a market assessment conducted in August at the Grand River Farmers Market. The Association reported Jackson’s market is one of the best in the state due to the variety and number of vendors, accessibility, layout, attendance, sales and parking availability.
MIFMA utilizes the Rapid Market Assessment model to provide markets with tangible data and 
information required to make effective changes and improvements. Included in this assessment are three simple, tested methods to evaluate markets and collect information they need to make important market decisions. The first two, attendance counts and dot surveys, are quantitative methods that can be used independently by individual markets. The third method incorporated into the Rapid Market Assessment, which provides comprehensive and qualitative observations from multiple parties, is the constructive comments/observations method.
The assessment was conducted on Friday, August 12 by members of the MIFMA. On that day, more than 500 customers attended the market and total sales were estimated at $5,100. The amount shoppers spent at the market was on target for what is spent at most markets across the state, which is $5 to $20.
On average, customers spent $11.64 at other downtown businesses. It was noted that there was a good amount of cross traffic between the farmers market and Grand River Brewery (and vice versa). MIMFA was able to conservatively estimate that farmers market shoppers spent a total of $3,520 at other downtown businesses.
According to Nate Mack, Downtown Development Authority Executive Director, the assessment determined several areas that are working well:
- Parking close to market is beneficial to shoppers and vendors
- Market is very visible
- Market is wheelchair-accessible
- Flow of people through the market is very smooth
- Adequate number of parking spaces that turn over on a regular basis
- Wide aisles facilitate good shopper flow
- Layout is well organized
- Adequate parking
- Market manager is centrally located
- Pavilion is appealing and welcoming
The success of the market though does add challenges. “Parking is sometimes limited and the parking lot size may be unable to support continued market growth” said Mack. “The assessment indicated the market 
could use more room for additional vendors.”
The DDA is implementing a committee that will consist of the market manager, DDA board members, Grand River Farmers Market vendors, and other parties that may have an interest in the market. The goals of the committee are to improve the operations of the market.
The addition of an occasional evening market and/or a market in the new Horace Blackman Park are ideas that are under discussion.
The DDA plans to use the results of the assessment to continually make improvements for both shoppers and vendors.
The Grand River Farmers Market operates Tuesday, Friday and Saturday in the Grand River Market pavilion located at the corner of Glick Highway and Mechanic Street. The hours are 8am to 1pm May through October, with some farmers operating until the Christmas season.