It has a new name and logo and 17 new vendors but Elgin’s downtown farmers market will boast the same sights, sounds and familiar smells when it opens Friday for another summer season, organizers say.
Formerly known as the Downtown Elgin Farmers Market, it is now simply the Downtown Elgin Market, rebranded by the Downtown Neighborhood Association of Elgin (DNA) for the first time in 24 years.
A new DNA logo was created earlier this year so it made sense to rework the market’s logo to match it, Executive Director Jennifer Fukala said.
It also made sense to refresh the monikor by giving it a “new name that would better reflect the broad product offerings we have,” Fukala said. “(It) reflects what this has grown into.”
The market returns again to Riverside Drive, and will operate from 3 to 7 or 8 p.m. every Friday (depending on the date) through Oct. 11. On opening day this week, Elgin Mayor Dave Kaptain will speak and music will be provided by Cherry Purple.
While the market is essentially the same as it was last year, Fukala said, DNA always adds a few new elements.
Perhaps the biggest beyond the name change is the addition of 17 new vendors, bringing the total to 55, said Sarah Michaels, DNA events and promotions coordinator.
Among them are Flourish Bakery, a gluten-free bakery; Magic Crepes, which sells made-to-order crepes; Greek Triangles, offering spanakopita; and Midwest Mush Supply, a mushroom vendor, Michaels said.
There will be returning favorites, too, including Twisted Olives Imports, which has gourmet olive oils; Three Bees Honey; Emmy and J Gourmet’s Kentucky, which sells dips, seasonings, and bourbon roasted nuts; and Sophia’s Mango, specializing in aguas frescas, which translates to cool water, in fresh fruit flavors like watermelon, mango and lime.
DNA also will be partnering the event with a few public and private festivals this summer. First up is an early Juneteenth celebration on Friday, June 14, featuring an extended market showcasing black businesses, an array of goods and food, and an exploration of African heritage.
The market worked with the African American Coalition of Kane County (AACKC) and CULTUR5 on the event. AACKA’s annual Juneteenth celebration will be held Saturday, June 15, at downtown Festival Park.
Other events that will tie in with the market are the Elgin Glow Ride on Friday, July 19; Love on the Lawn in August; and the Hispanic Heritage Week celebration on Friday, Sept. 13, which will help kick off the two-day La Fiesta de Elgin at Festival Park.
Working with local organizations on their festivals helps the market reach new audiences as well as making it attractive to more vendors, Fukala said.
Every week the market has a theme, and live music is always part of the mix. DJs, mariachi bands and other musicians are slated to perform. “Last year, we had an Elvis impersonator,” Fulaka said.
“We are open to anything that’s fun,” Michaels added.
Last year, about 20,000 people shopped at the market over the course of the season, its first on Riverside Drive.
“We did see a small dip last year from the previous year that we attributed to being in a different location,” Fukala said. “Anytime there’s a major change to hours or location, it takes a little bit of time for folks to get used to it.”
The new location, required due to construction on Spring Street and DuPage Court, worked well, Michaels said.
“We’ve had a lot of feedback about how beautiful it is on the river when the sun is setting and there’s a breeze. It feels like they are being one with nature,” Michaels said.
Plus, Riverside Drive’s canopies light up at night, adding to the ambiance, she said. “Everyone really likes the feel of it. It’s very serene, and people have really enjoyed it.”
At this point, they’re not sure if Riverside Drive will become the market’s permanent home.
“I’m reluctant to say anything is permanent,” Fukala said. “When you have a growing event, we want to keep it fresh. We feel we are in the right place right now, but we are open to the needs of the event as it goes forward.”
Gloria Casas is a freelance reporter for The Courier-News.
