Farmer's Market Rebrand
THE WHY
Gastonia Farmer's Market has been the longest standing farmers market in its area for 50 years. For all of its time operating, it had never embraced the digital future and remained a word-of-mouth enigma. Upon new city management, I was tapped to re-envision the market and all that it had to offer. I was asked to bring it into the present and hopefully attract a new clientele. Up until that point, the market had only ever generated revenue through its vendor fees.
THE HOW
Over three years, I rebuilt the market from the ground up: new logo, website, and social presence where none had existed. I worked with the board to revise outdated vendor rules that had limited opportunity for new sellers, and built the market into a weekly destination by bringing in food trucks, musicians, and community organizations. I added infrastructure the market never had, including updated signage and a pollinator garden, and maintained an ongoing relationship with local press to keep momentum visible. I also built two new revenue streams beyond vendor fees: branded merchandise and event programming.
THE RESULT
In year one, marketing efforts increased Annual Recurring Revenue by 50% and grew social following by over 300%. In year two, merchandising and special events drove a further 150% increase in ARR, delivering the market's first-ever operating surplus in its 50-year history.