‘A FEAST FOR THE SENSES’
A farmers market ‘makes people happy’
When the Calgary Farmers’ Market announced plans to open a second location in the northwest community of Greenwich, many Calgary residents whooped with joy.
“Going to a market makes people feel happy. It’s a feast for their senses,” says Amanda Langbroek, responsible for marketing and events with the farmers’ market.
Market culture is as old as humanity. Historically, markets have created a central hub and connector for communities, full of hustle and bustle, colourful sights and rich smells. But in today’s fast-paced world, brimming with technology and jam-packed schedules, taking the time to touch base, face to face with the people who grow our food, viewing veggies, taking in deep wafts of fresh, sweet summer berries — that’s the stuff of bygone eras.
“When you go to a big-box retailer, you never see the same face,” Langbroek says. “But it is human nature to want to feel connected. Going to the market is all about having an experience.”
It’s rare these days to have that experience — unless, of course, the market is on your doorstep.
Enter the Calgary Farmers’ Market West, which will anchor the new community of Greenwich, a hip, multi-family development that takes inspiration from the esthetic and vibe of New York City’s Greenwich Village.
The new market building will be the flagship and hub of the farmto-table movement.
“This is really a shining star — the anchor grocer couldn’t be better,” says Graeme Melton, vice-president of Melcor Developments, the developer behind Greenwich.
“We’ve been working on this for quite a while and the Calgary Farmers’ Market is just a beautiful piece that fell into place. It’s really going to create the vibe.”
Certainly purchasers at Greenwich are attracted to the five-minute saunter to the market.
“The whole idea of being able to walk out my front door and be right there — that’s really fun,” says Allison Sullivan, who bought a one-bedroom home at Apollo by Cove Properties in Greenwich. She’s downsizing from a two-storey home in Deer Ridge and often hits the Calgary Farmers’ Market South, on Blackfoot Trail.
“It’s such a great place to hang out on weekends. I am really excited for the new location.”
The new market will pull in aspects from the best, weaving in the vibe and esthetic of market greats, from Manhattan’s Chelsea Market to Toronto’s St. Lawrence Market.
“Greenwich is inspired by New York City, so our inspiration for the new location stemmed from there,” Langbroek says.
Designed by Stantec Architecture, the 50,000-square-foot, two-storey market will play on industrial architecture, with lots of weathered brick and an indooroutdoor feel. Overhead garage doors will open when the weather is sweet, creating an abundance of open-air space.
“We are calling it al fresco design. We want it to feel as light and airy as possible,” Langbroek says.
The market will have event space on the mezzanine level and will open onto a beautifully landscaped pedestrian plaza. Among the 75 vendors will be many well-known faces from Market South.
There is little doubt the market will act as a beacon for Greenwich and surrounding communities. More than 2,000 people attended a pop-up teaser on the new site in September.
“We weren’t surprised at the overwhelming interest. Many of the surrounding communities like Tuscany, Aspen, Bowness are really wanting this kind of amenity,” Langbroek says.
The Calgary Farmers’ Market West is expected to open in the spring of 2020.
Meanwhile, in Calgary ’s far north, a new community awaiting approvals is to be anchored by a rebuild of the Symons Valley Ranch Market, which was destroyed in a devastating fire close to two years ago.
The developer, Capexco, along with market owners Tracy and Ken Aylesworth brought in FRANK Architecture to design the project.
The master-planned community includes high-density residential, retail, medical and educational development (plans are in the works for an agricultural college) with the new 70,000-square-foot, two-level farmers’ market as the central component of it all.
“We are very committed to making this a touchstone for the new community and for all of the surrounding communities,” Ken Aylesworth says.
The original market brought joy and connection to many of the surrounding communities, including Symons Gate, which borders the former market lands.
“Symons Valley Ranch farmer’s market provided the community with a one-of-a-kind experience,” says Gisele Danis, vice-president marketing and communications for Brookfield Residential, the developer behind Symons Gate.
“It truly made a positive contribution to the quality of life and well-being of members in the community, and once it returns will benefit generations to come.”
Although the market and residential project is on hold while the city conducts transportation studies, the Mercantile — one of the original market buildings — is open Fridays through Sundays, featuring more than 40 of the former market vendors.
“People are really aching for the market. I think they really miss it and the connection it provided. But we are excited about the new facility,” Aylesworth says.