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Young's PayLess IGA Hosts Farmers Market KidsFest Combo

Author: Shawna Foote
July 2, 2014

A message to the Alliance from...
Shawna Foote
Assistant Manager
Young's Payless IGA stores 
Copperopolis, Lockeford and Pioneer, CA 
LDC: C&S Wholesale - West 

IGA's second community marketing event of the year, IGA Hometown Fest, is going on now through August. IGA stores across the U.S. are taking part in this summertime event by planning activities for their communities. Today, Shawna Foote of Young's Payless IGA shares how her store participated by holding its annual IGA KidsFest event.

We've been doing Kidsfest events at our Copperopolis store for several years now, and every year we like to do something a little different to keep it exciting for the community. So this year when we were approached by our vendor General Produce with the idea of partnering to create a Farmers Market within our KidsFest, we thought it was a great idea.

Having a partner for the event was a huge help all the way around. Basically General Produce ended up handling everything related to the Farmers Market, which meant on the day of our KidsFest they setup two huge tents in our parking lot—one for the Farmers Market produce right in the doorway of our store, and another for kids' activities.

Young's Payless IGA KidsFest 2014

The idea was that anyone entering or leaving the store walked through the Farmers Market tent, which featured huge bins filled with sale-priced summer fruits and vegetables like melons, berries, grapes, and corn. It worked out great because the parents would first drop their kids off in the activity tent for face painting, airbrush tattoos, fruit pizza-making and games, then the adults would be free to roam around in the Farmers Market and eventually head into the store to pay for their Farmers Market selections and do more shopping.

Of course since General Produce did all the planning for everything in their tents, that left a lot of time for us to add additional elements of our own. In the end we recruited the local fire department to come and set up a booth, and arranged for a 123-foot obstacle course waterslide that held around 40 kids at a time, a basketball toss, an inflatable Velcro wall, and a BBQ with free hot dogs, chips, soda, water, cotton candy and popcorn.

Over the course of the day we had about 400 people at our KidsFest event and we saw a 10 percent increase in produce sales from the Farmers Market, and almost a five percent increase in our total store sales. The best part, however, was that we got a whole bunch of compliments from community members who appreciate what we did to bring everyone together for a good time. Overall, I'd say it was our best year yet! 

Shawna Foote