VENDORS FAIL TO TAKE ROOT IN MOORPARK : FARMERS MARKET WEIGHS NEW SITE.

Byline: Alicia Doyle Daily News Staff Writer

Farmers carefully set out their organic fruits and vegetables, greenhouse owners showcased their best fresh-cut flowers, and arts and crafts vendors displayed their finest handmade treasures.

Despite their efforts, attendance has dwindled at the Moorpark Farmers Market since it opened in June, and the farmers and other vendors are also dropping off.

``I feel like we gave a party and nobody came,'' said market manager Cynthia Korman. ``We knew it was going to be a challenge.''

When the market first opened, 30 farmers set up stands filled with produce from avocados to vine-ripened tomatoes. A crowd of 150 strolled through the market, situated in the High Street parking lot of the Metrolink station. But just last week, attendance topped at 50. And only 20 farmers showed up.

``The farmers market is going slowly,'' said City Council member Pat Hunter. ``It's not having the lure we had hoped.''

The hope was that the market would bring a wave of business to the heart of the city.

Officials first discussed bringing a market to Moorpark in 1993, when they were looking at ways to revitalize Moorpark's historic downtown area on High Street.

They thought having a weekly market in the area would bring business to the commercial district.

After circulating an informal survey to 87 Moorpark businesses, officials found a wide range of opinions about bringing the market to the city. Ultimately, the survey showed that businesses in favor of the market outnumbered those that were opposed.

So the city targeted the day before Father's Day to showcase the event. The market was later planned for Saturdays from 3 to 7 p.m. in the parking lot of the Metrolink station.

Two months later, Korman now must find a different site to keep the market alive.

``It's been a downward spiral,'' she said. ``If there are no customers, the farmers won't continue. The customers won't come back unless there are farmers.''

Korman thinks the location might have smothered the market's visibility. Hunter said the afternoon hours may have cut down on attendance. They agree that summertime - with graduations, weddings and vacations - may also have been a bad time to premier the event.

Disappointed City Council members discussed the problem with Korman last week. Though the city wants to continue supporting the market, officials have decided that allowing Korman to find a different site would be the best thing to do.

``Something needs to change fast, or she'll lose the farmers market,'' said Don Reynolds, Moorpark's administrative services manager. ``That means something must be done on Cynthia's side. She's going to have to make that move without the kind of support she's receiving now.''

The city co-sponsored the market, providing $1,500 as seed money for advertising and promotion.

Though Korman will lose that financial support if she moves, the city would still support the concept of a market, said Moorpark Mayor Paul Lawrason.

``The idea is great,'' Lawrason said. ``Whatever she thinks might work best businesswise, we're certainly willing to support the idea. After we've invested this time and energy, we'd like to see it somehow continue.''

Some officials urged Korman to hang in there until Country Days and the car show later this fall. She was concerned, however, that the farmers market could die by September.

``I've lost money in this venture, but that's the way things go,'' Korman said.

Since meeting with the council last week, Korman has spoken with a couple of different property owners about opening the market elsewhere. She is specifically looking at spots along Los Angeles Avenue, where a farmers market would be more visible. She plans to keep the same day and time - Saturdays from 3 to 7 p.m.

The market could open at the new site within the next couple of weeks at the earliest, Korman said. Almost all the farmers who left have agreed to come back and try again.

Once it moves, the market will feature apples, peaches, plums and nectarines. Pistachios, organic salad mix and honey will be sold. Three different bread vendors will sell 40 kinds of bagels, German and Italian bread.

Like any farmers market, the weekly event will support county and state agriculture in a social atmosphere, Korman said.

But even more important, it will bring the community together.

``A farmers market brings the whole town together,'' Korman said. ``It's a nice, happy, family event. It brings a real sense of community.''