Old Town Farmers Market & Community Activation Operator

The City of Victorville ("City") invites qualified firms, nonprofit organizations, community organizations, and event management entities ("Operator") to submit qualifications and proposals to design, implement, and operate a weekly farmers market and community events program in Old Town Victorville.

The City intends to select the proposal or combination of proposals that best achieves these objectives. Respondents may propose the operation of the weekly farmers market, one or more community activation events, or a comprehensive program encompassing both. The City reserves the right to award a single agreement, multiple agreements, or portions of the requested services to one or more Operators, as determined to be in the City's best interest.

The selected Operator(s) will be responsible for coordinating, managing, and promoting the program on City designated property in accordance with the requirements of this RFQ/RFP and any resulting agreement(s). The City encourages respondents to submit their strongest and most innovative proposals that demonstrate their vision, experience, and ability to create memorable community experiences in Old Town Victorville.

Old Town Victorville is a historically significant area rooted in its development along the iconic Route 66 corridor, which helped establish the City as a destination for commerce, culture, and community gathering. Today, Old Town retains that character and presents a strong opportunity for revitalization.

The City has identified Old Town activation as a priority for economic development and community engagement. While the area includes existing businesses and underutilized properties, it lacks consistent programming that draws regular foot traffic. Establishing recurring events and activities is essential to creating a vibrant, walkable destination that supports local businesses and fosters community pride.

As part of its long-term vision, the City is pursuing placemaking strategies, infrastructure improvements, and programming to enhance Old Town’s identity. A weekly farmers market and community events are intended to serve as a catalyst to stimulate business activity and activities in the area.