July 28, 2026
Economic Development
DATE: July 28, 2026
TO: Mayor Martinez and Members of the City Council
FROM:
Nannette Beacham, Director of Economic Development
Jesson de Leon, Senior Business Assistance Officer
Junne Garcia, Management Analyst
Subject:
Report and Land Use Agreement Amendment for The
Lot: Downtown Richmond Food Court
FINANCIAL IMPACT: Execution of a two-year extension of the Land Use Agreement between the City of Richmond and the
Richmond Certified Farmers Market Association ("Land
Use Agreement") through December 31, 2028, will allow
for the continued operation of The Lot: Downtown
Richmond Food Court. The estimated operating cost is
$200,000 per operating year. Funding for Fiscal Year
2026–2027 has been appropriated in the adopted
General Fund budget (Account String: 01361165-
400201-23058); therefore, no additional appropriation is required at this time. The Land Use Agreement
authorizes extensions in two-year increments by mutual
written consent of the parties.
PREVIOUS COUNCIL
ACTION:
June 25, 2024
July 2, 2024
STATEMENT OF THE
ISSUE:
City staff requests that the City Council receive a
presentation on the status and outcomes of The Lot:
Downtown Richmond Food Court, including its
contributions to downtown revitalization, economic
development, the transition of mobile sidewalk vendors
into a managed marketplace, community impacts, and
operational improvements, and provide policy direction
regarding the continued operation of the program.
AGENDA
REPORT
July 28, 2026
RECOMMENDED ACTION:
RECEIVE a report regarding the status and performance
of The Lot: Downtown Richmond Food Court, including
its economic development impacts, downtown activation,
vendor transition efforts, community impacts, and
operational improvements; and ENDORSE City staff's
recommendation that the city manager exercise the City's contractual authority to extend the Land Use Agreement
through December 31, 2028, in accordance with its terms - Economic Development Department (Jesson de Leon
510-412-2023/Junne Garcia 510-620-6524/Nannette
Beacham 510-620-1306).
BACKGROUND:
On June 25, 2024, City staff introduced a proposed Sidewalk Vendor Ordinance to the City Council in response to recent State legislation, including Senate Bill 946 (Safe Sidewalk Vending Act), which decriminalized sidewalk vending and established parameters for local regulation. The proposed ordinance was intended to establish a regulatory framework governing sidewalk vending activities within the City while ensuring consistency with State law, protecting public health and safety, and addressing concerns related to pedestrian access, food safety, and public right-of-way management. Staff also introduced the concept of a Mobile Vendor Plaza (MVP) Program as an alternative, regulated vending opportunity for sidewalk vendors.
On July 2, 2024, following a second reading, the City Council adopted Chapter 7.42 of the Richmond Municipal Code establishing regulations for sidewalk vending and authorized the City Manager or designee to execute agreements necessary to implement the Mobile Vendor Plaza Program. The ordinance created a permitting framework for sidewalk vendors, established reasonable time, place, and manner regulations consistent with Government Code section 51036 et seq., and authorized administrative enforcement measures. Concurrently, City Council allocated funding through the Fiscal Year 2024–25 budget to launch the Mobile Vendor Plaza Program, which would be led by the Economic Development Division in collaboration with Community Development and Public Works.
Following adoption of the Sidewalk Vendor Ordinance, City staff initiated the Mobile Vendor Plaza (MVP) Program as a complementary economic development strategy to support implementation of the City's new regulatory framework. The program was designed to provide sidewalk vendors and other interested entrepreneurs with a centralized, regulated location to operate their businesses while encouraging compliance with the City's permitting requirements and reducing unpermitted vending activity in the public right-of-way. The City Council authorized the City Manager to execute agreements necessary to establish and implement the Mobile Vendor Plaza Program as part of the ordinance's adoption.
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The Mobile Vendor Plaza Program was envisioned as more than an enforcement tool.
The program sought to create economic opportunities for small businesses by providing vendors with access to a consistent operating location, shared amenities, and increased visibility, while contributing to the activation of underutilized public spaces. Through collaboration among the Economic Development, Community Development, and Public Works Departments, the program was intended to balance public health and safety objectives with entrepreneurship, economic inclusion, and downtown revitalization.
To implement the Mobile Vendor Plaza Program, the City entered into a Land Use Agreement with the Richmond Certified Farmers Market Association on August 6, 2024, authorizing the Association to establish and operate the Mobile Vendor Plaza on City- owned property located at the northwest corner of Marina Way and Macdonald Avenue.
The agreement established the roles and responsibilities of the City and the operator, including site management, vendor coordination, maintenance, programming, and compliance with applicable health, safety, and operational requirements.
The initial term of the agreement commenced on August 2, 2024, and extends through December 31, 2026, with the City Manager authorization to extend the agreement in accordance with the terms of the Land Use Agreement.
As the program evolved, City staff recognized an opportunity to reposition the Mobile Vendor Plaza as more than a regulatory compliance initiative. On June 7, 2025, the City officially rebranded the Mobile Vendor Plaza as The Lot: Downtown Richmond Food Court to better reflect its vision as a vibrant community gathering space, destination dining venue, and small business incubator. The rebranding was accompanied by a new visual identity, enhanced marketing and promotional efforts, community programming, and continued investments in placemaking to attract residents and visitors while supporting local food entrepreneurs and advancing downtown revitalization.
DISCUSSION:
Downtown Revitalization
Since its establishment, The Lot: Downtown Richmond Food Court has contributed to the revitalization of Downtown Richmond by activating a previously underutilized City- owned parking lot and transforming it into a vibrant destination that attracts residents and visitors on a regular basis. The activation of the site has increased pedestrian activity, extended activity into the evening hours, improved the visibility of surrounding businesses, complemented downtown events and programming, and reinforced the City's ongoing efforts to revitalize the downtown corridor.
The continued activation of this City-owned property demonstrates the value of strategic placemaking investments that encourage economic activity while creating opportunities for community engagement. The program has also complemented broader downtown revitalization efforts by encouraging residents and visitors to patronize nearby
July 28, 2026
businesses before and after visiting The Lot, contributing to a more active and welcoming downtown environment.
Economic Development and Small Business Incubation
The program has demonstrated that economic development and regulatory compliance can be complementary objectives. By providing vendors with a viable, permitted operating location, the City has created a pathway for entrepreneurship while supporting compliance with the Sidewalk Vendor Ordinance. The Lot has served as a successful small business incubator by providing entrepreneurs and mobile food vendors with a centralized, regulated location to establish and grow their businesses. The program has also created opportunities for vendors who previously operated as sidewalk vendors to transition into licensed businesses that comply with local and state regulations. Through access to a consistent operating location, shared amenities, coordinated marketing, and business support, participating vendors have been able to expand their customer base, strengthen business operations, and build long-term sustainability. In addition to supporting individual businesses, the program has helped formalize economic activity by encouraging participation in the City's business licensing and permitting processes.
Food Accessibility and Community Gathering Space
The Lot has increased access to diverse and affordable food options within Downtown Richmond by creating a centralized destination where residents, employees, commuters, and visitors can enjoy a variety of local food vendors. The program has expanded dining opportunities during evening hours when relatively few food options are available in Downtown Richmond.
Beyond food access, the program has established a new community gathering space that supports placemaking and community engagement. Since opening, The Lot has hosted numerous community events and collaborative programming, including Music on the Main, Spirit & Soul Festival, National Small Business Week celebrations, vendor markets, cultural events, and other public gatherings. These events have strengthened partnerships between the City, Richmond Main Street Initiative, local organizations, and small businesses while encouraging residents and visitors to experience Downtown Richmond.
The program has also strengthened partnerships among City departments, community organizations, nonprofit partners, and local businesses, demonstrating a collaborative approach to downtown activation and economic development.
Overall Program Impact
City staff finds that The Lot has successfully fulfilled the City Council's original vision for the Mobile Vendor Plaza Program by activating an underutilized City asset, creating regulated economic opportunities for local entrepreneurs, supporting compliance with the Sidewalk Vendor Ordinance, increasing food accessibility, fostering small business development, and contributing to the continued revitalization of Downtown Richmond.
Based on these outcomes, City staff recommend the continued operation of The
July 28, 2026
Lot and supports the City Manager's exercise of the contractual authority provided under the Land Use Agreement to extend the agreement for an additional two-year term through December 31, 2028, in accordance with the terms of the agreement.
PROGRAM PERFORMANCE METRICS:
The following performance metrics demonstrate the scope, participation, and community impact of The Lot: Downtown Richmond Food Court from September 2025 through July 2026. This period was selected because it reflects program outcomes following the first full year of operations after the Mobile Vendor Plaza Program, now known as The Lot, commenced operations on September 21, 2024.
Performance Measure Result
Operating Schedule Tuesdays and Thursdays
Registered Vendors (Former Sidewalk Vendors) Thirty-Nine (39) Approximate Daily Sales per Vendor* $450
Average Vendor Participation per Market Day 15-20 per market day Average Visitor Attendance per Market Day 225 per market day Estimated Annual Attendance 23,000 Visitors / Year
Community Events Hosted 5 Community Events
Business Licenses and Vendor Permits Supported Thirty-Nine (39) Special Events Supported Three Major Events
*Daily sales estimates are based on information voluntarily reported by participating vendors.
Since September 2025, The Lot has supported approximately 39 registered vendors, all of whom identified themselves as former sidewalk vendors who transitioned into operating within a regulated and permitted environment. The program operates twice weekly and averages 15–20 participating vendors and approximately 225 visitors per market day. Participating vendors report average daily sales of approximately $450 per vendor, resulting in an estimated annual attendance of approximately 23,000 visitors.
In addition to weekly operations, The Lot has served as a venue for Music on the Main, Spirit & Soul Festival programming, National Small Business Week events, and other community activities that have increased visitation to Downtown Richmond.
Vendor participation continues to demonstrate demand for the program, with many participating businesses reporting increased visibility and repeat customers through a consistent operating location.
COMMUNITY IMPACTS:
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As with many public gathering spaces, The Lot has generated operational challenges that have required ongoing coordination among City departments, the operator, and community stakeholders. Staff has received concerns from nearby residents and property owners regarding waste management, unauthorized use of portable restrooms, parking, and other quality-of-life issues associated with increased activity at the site. Staff has treated these concerns seriously and has worked collaboratively with the operator to identify and implement operational improvements.
To address public safety and quality-of-life concerns, City staff have coordinated with the Richmond Police Department, the Community Crisis Response Team (CCRT), Public Works, and the Richmond Certified Farmers Market Association.
These efforts have included increased monitoring of the site, outreach and resource referrals for individuals experiencing homelessness, improvements to restroom security, and enhanced site maintenance and waste management procedures. Staff continues to work closely with the operator to promptly address issues as they arise and to ensure the site remains clean, safe, and welcoming for vendors, patrons, and neighboring residents and businesses.
While operational challenges have occurred during implementation, staff believes these challenges have been effectively managed through ongoing coordination with the operator and partner agencies and do not outweigh the overall community and economic benefits of the program. Staff will continue balancing economic activation with proactive operational management to ensure The Lot remains a positive asset for both the downtown business district and neighboring residents.
NEXT STEPS:
Subject to City Council policy direction, staff will continue working with the Richmond Certified Farmers Market Association to operate The Lot: Downtown Richmond Food Court and further refine program operations. Efforts will focus on strengthening vendor recruitment and retention, expanding marketing and community programming, enhancing site amenities and safety measures, and maintaining regular communication with neighboring residents and businesses to address operational concerns.
City staff will also continue evaluating program performance and community feedback to ensure The Lot remains a safe, vibrant, and economically beneficial asset for Downtown Richmond. Consistent with the terms of the Land Use Agreement, the City Manager will execute an extension of the agreement by mutual written consent of the parties, allowing staff to continue building upon the program's successes while continuing to evaluate its performance, address operational needs, and strengthen its positive impact on Downtown Richmond and the surrounding community.
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SYNERGISTIC POLICIES:
City Council Goals & Priorities
1. Increase revenue and improve economic development.
2. Improve the quality of life, community health, and social determinants of health.
Richmond General Plan 2030
Policy ED1.1 – Safe, Well-Maintained Neighborhoods and Public Space Policy ED1.3 – Support Existing Businesses
Policy ED2.2 – Revitalize Commercial Corridors
Policy ED2.5 – Encourage destination uses and activities that increase visitation and economic vitality in commercial areas.
Policy LU3.3 – Encourage mixed-use and pedestrian-oriented development in Downtown Richmond.
DOCUMENTS ATTACHED:
Attachment 1 – Land Use Agreement
Attachment 2 – First Amendment to Land Use Agreement
Attachment 3 – Second Amendment to Land Use Agreement