While only a temporary move, vendors love the new location of the Hillcrest Farmers Market.
San Diego’s oldest, and one of its largest, farmers market took place for years on Normal Street, a quiet street that is frequently the hub of community events. It’s purpose as a communal space rather than a thoroughfare is being enshrined through the construction of the Normal Street Promenade and Pride Plaza.
During this year’s construction, the farmers market is taking place on University Avenue between Herbert Street and Park Boulevard – the busiest streets in the neighborhood. While the first week on Jan. 26 in the new location was a bit chaotic, especially amid a rainstorm, the second week brought thousands to check out the popular market.
“Change is not bad,” said Kenny the flower guy, who noted the old market was bigger and more spread out. The tighter footprint creates a more friendly environment with better visual interest instead of being surrounded by parking lots and an apartment building. Butting up against the brick-and-mortar shops along University Avenue also gives people the chance to see other local businesses.
A worker at local farm Mindful Mushrooms’ stand said, “From the vendor’s perspective, it’s a little tighter than I like, but I definitely know it’s on the main street, so there’s more foot traffic. I think it’s great that the surrounding businesses are getting more business.” Some of those nearby businesses opened early especially to attract farmers market visitors.
Wipeout Coffee, which roasts its organic beans each week, now has a stand on a central corner. “We love our spot. I think it has a lot of potential. And I think as people start noticing that it’s here, it’s going to be really nice,” said Juan. He lamented that a few vendors had to be let go during the move, but the smaller space makes it more concentrated.
“I’m just full of life, and, literally, the street is full of life.” – JOSIE FOUTS
At the Mindful Mushrooms stand, Josie Fouts was brought in to work on Feb. 2 because the stand was slammed. She has worked at multiple vendors over the past eight years and said the second Sunday in the new location was the busiest she had ever seen it. Fouts gushed about the new location, especially as a cyclist commuter who dislikes the pinch points on University Avenue.
“So many times in these blocks, I feel like I’m about to die, but right now, it’s literally the opposite. I’m just full of life, and, literally, the street is full of life,” Fouts said. “It’s like the people are taking back the streets from vehicles and danger, so I really appreciate that about this new location.”
She noted due to its busyness, University Avenue is swept more frequently so the setting is cleaner, especially for the many dog visitors who would try to eat trash littered on Normal Street.
One such dog visitor, Oso (pictured in top photo with his owner), was at the market for the first time on Feb. 2. His owner, a cyclist with a basket for the small dog, said the pair had never visited the Hillcrest Farmers Market, which was founded in 1997 with 27 vendors. Their Sunday morning ride was interrupted by the closure of University Avenue, so they checked out the market for the very first time, appreciating the now 175 vendors selling their wares, from miniature plants to vegan tamales.
Tons of dogs, and at least two leashed cats, accompanied families as they explored the new location and the many creative vendors.
The Hillcrest Farmers Market will stay on University Avenue through 2025, occurring every Sunday from 9 a.m. to 2 p.m.
Photos by Drew Sitton