Arden Garden Market Arden Garden Market
Wayne Thiebaud - Y-River 1998
arden @ Del Paso | 1409 Del Paso Blvd | Sacramento, CA
Every Saturday 9-1

Capacity And Comparables


If we build it, they will come.


The Arden Garden Market is the size of an average American supermarket, with a selling area of about 45,000 sq. feet, * and two hundred vendors.  Sales of the average supermarket are approximately 23 million dollars annually. The average farmers’ market sees annual sales of approximately $128,000. 

Based on scale, content, need, and location, our goal is to receive 45,000 visitors per week and generate annual sales of approximately $20,000,000, similar to average grocery store*. We base our projections of sales and visitors on comparable markets outside the Sacramento region. 

Sacramento is 20 years behind the food literacy of most urban capitals of the world. Our market calls for a new food lifestyle to create the model for change. Other cities will watch the project to see whether they can duplicate our predicted results. We understand that Fresno city leaders are actively interested.

Although Sacramento calls itself the Farm to Fork capital of America, a relatively small proportion of residents have enjoyed the foods of the world, planted vegetable gardens, and learned in depth about food and nutrition. The argument for success of the Arden Garden is not made based on current conditions. Indeed, there are few places to buy fresh food of any kind in a three-mile radius around the Arden Garden Market site.

Contrast the cost to create Arden Garden Market with the investment in the purchase of the Sacramento Kings basketball team, and the cost of the arena to house the team.  The combined cost appears to exceed one billion dollars, a factor of about 250 times the investment for the Arden Garden Market.  If the projected number of weekly visitors proves correct, attendance will be about double the Kings, and the benefits multi-dimensional. 

Success of the market will be judged in part by the success of the vendors, expected to number 400 every week.  Each vendor will have an assigned parking space and a booth that is covered, electrified and furnished at a cost benchmarked to match the lowest cost in the U.S.  The endeavor is non-profit. It will encourage vendor pricing competitive with industrially grown crops. Arden Garden Market will serve the whole Sacramento population.  Many of America's farmers markets are priced to serve only the wealthiest shoppers.