irs program accomplishments · form 990 part iii · fy2024
What they reported doing
- #1 primary $12KARTIST ROW IS AN ANNUAL, JURIED ART SHOW PRESENTED AND PROMOTED BY THE FRIENDS OF THE ROCHESTER PUBLIC MARKET.
named programs · 6 · from sources
What they call their work
Artist Row Juried Art Show
Annual art show showcasing over 200 regional artists at the Public Market, drawing more than 10,000 attendees.
Bands on the Bricks
Free summer concert series featuring local and national acts, held on Friday nights in July and August with additional Wednesday events.
Educational Tours and Healthy Eating Programs
Volunteer-led school tours and cooking demonstrations that teach market visitors about local food, nutrition, and healthy meal preparation.
Halloween at the Market
Family-friendly Halloween event with trick-or-treating, costumes, crafts, and community organization booths.
Holidays at the Market
Seasonal holiday market offering trees, wreaths, crafts, and festive activities including visits with Santa and horse-drawn carriage rides.
Market Token Program
Enables SNAP beneficiaries to purchase fresh fruits, vegetables, and other healthy foods at the Rochester Public Market; the largest program of its kind in the U.S.
activities · 6 groups
What they do
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Guided Historic Site Tours 1 activity
- Conduct educational market toursProvides free, guided educational tours of the Rochester Public Market from April through October, serving thousands of youth and adult visitors annually. Tours cover the market’s history, operations, community role, and include guidance on healthy eating.
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Community Festival & Event Production 1 activity
- Host recurring special events at the MarketPlans and hosts recurring special events at the Rochester Public Market, including "Bands on the Bricks" (a free live music series on Friday nights in July and August), "Halloween at the Market," and "Holidays at the Market," which feature holiday vendors, Santa visits, festive activities, and community outreach.
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Local Food Market Operation 1 activity
- Operate SNAP Token Program and Market Token ExchangeOperates a year-round token program at the Rochester Public Market that enables SNAP beneficiaries to use their benefits to purchase fresh food from local vendors, processes over $1 million in SNAP and FreshConnect incentive transactions annually, and manages weekly vendor reimbursements and financial records. The program has been nationally recognized for over ten years.
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Nonprofit Retail and Merchandise Sales 1 activity
- Operate merchandise booth and Welcome CenterOperates a merchandise booth and Welcome Center at the Rochester Public Market every Saturday from May through December, selling market-branded items and providing information to shoppers.
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Curated Art Exhibitions and Public Displays 1 activity
- Organize and host annual juried art show (Artist Row)Organizes and hosts Artist Row, an annual juried art show held each September at the Rochester Public Market, featuring nearly 200 artists and attracting over 20,000 attendees. The event includes local musicians, food trucks, and provides emerging artists with a venue to display and sell their work.
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Uncategorized 2 activities
- Operate market shuttle serviceOperates a free Saturday shuttle service from April through October, transporting customers between the Union Street parking lot and the Rochester Public Market to improve access.
- Publish market-related educational and promotional materialsPublished an 84-page full-color cookbook featuring recipes, stories, and photos from vendors and food at the Rochester Public Market, serving as both a promotional and educational resource.
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financials · form 990 · fy2024
revenue
Total revenue$2.97M
Contributions & grants$2K0%
Program service revenue$2.97M100%
Investment income$00%
Other revenue$0
expenses
Total expenses$2.95M
Program expenses100%
Admin / overhead0%
Fundraising0%
Salaries & benefits$0
Grants paid out$0
Largest expense lineProfessional Fees
balance sheet
Total assets$467K
Cash$386K
Investments$0
Liabilities$242K
Net assets$225K
Liquid reserves1.6 mo
4 years on record · 2020–2024 · YoY revenue +47.0%
leadership · form 990 part vii · fy2024
Who runs it
board members · 11
- ANN SPARGO — SECRETARY
- APRIL IACUZZI — TREASURER
- CHLOE ANDERSON — DIRECTOR
- GAIL UNDERWOOD — DIRECTOR
- LESLIE KNOX — PRESIDENT
- MILDRENA VEGA — DIRECTOR
- RACHEL BAKER — DIRECTOR
- SHELLEY HAYES — DIRECTOR
- STEVE GLEASON — DIRECTOR
- TONY PROIETTI — DIRECTOR
- YOLANDA SHEFFA — VICE PRESIDE
relationships · 12
Who they work with
- Artist Row Rochester Partner — Co-organizes and promotes an annual juried art show featuring local artists.
- Artist Row Rochester Partner — Collaborates on the planning and execution of Artist Row events at the Rochester Public Market.
- City of Rochester Government — Formal public/non-profit partner in supporting the Rochester Public Market.
- City of Rochester Government — Operates the Rochester Public Market in partnership with the City of Rochester.
- City of Rochester Public Market Staff Partner — Liaises with the organization on Market Token Program operations and vendor coordination.
- Farmers Market Federation Partner — Receives monthly financial logs and program data from the Market Token Program.
- Friends Board of Directors Partner — Provides administrative support to the Friends Board of Directors.
- Monroe County Government — Geographic area where SNAP participation data is tracked and program outreach is focused.
- Puerto Rican Festival Partner — Co-hosts a Latin Night event as part of the Bands on the Bricks series
- Rochester Public Market Partner — Collaborates with the Rochester Public Market to support access to goods through token programs and community initiatives.
- School #57, RCSD Partner — Hosted students for educational market tours focused on healthy eating.
- The City of Rochester Government — Government partner supporting the organization's mission.
strategies · 4
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Community Education and Engagement through Toursmethodology: community education through guided toursBy offering guided tours that educate the public about the market’s history, sustainability practices, local food systems, and healthy eating, the organization fosters community engagement, stewardship, and inclusion because experiential learning strengthens connection and understanding of the market’s role in civic life.
- Culturally Responsive Outreach and Inclusionmethodology: culturally_and_linguistically_accessible_outreachBy adapting promotional and instructional materials to be linguistically and culturally accessible, the organization increases engagement among diverse populations because inclusive communication lowers barriers and affirms belonging in the market community.
- Food Access as a Pathway to Healthier Eatingmethodology: food_access_for_healthBy increasing access to affordable, healthful foods at the Public Market, the organization promotes better eating habits and healthier food choices among low-income populations because improved affordability and proximity to nutritious options enable sustained dietary change.
- SNAP Access Expansion via Token Systemmethodology: SNAP token programBy using a token-based system to facilitate SNAP benefit redemption at market vendor booths, the organization increases access to fresh, healthful foods for low-income shoppers because it simplifies transactions, improves usability of benefits, and supports vendor participation, thereby promoting equitable food access.