In the heart of Northwest Missouri, the City of Maryville is proving that when community meets creativity, magic can happen — especially on Saturday mornings. In 2023, Downtown Maryville, a historic courthouse square district and Main Street America affiliate, took on a bold new initiative: revitalizing the city’s farmers market to anchor downtown vibrancy, support local entrepreneurs, and attract new generations of residents and visitors alike.

A Town Primed for Potential

Maryville is the county seat of Nodaway County, serving as the commercial and cultural hub of a rural region. With a population of around 11,000 and a blend of industry, tourism, and higher education — including over 4,000 students attending Northwest Missouri State University on campus — the city has unique demographic strengths. Nearly half the population is under the age of 24. This youthful energy, paired with historic charm and natural assets like Mozingo Lake Recreation Park, provides fertile ground for fresh ideas and community-driven placemaking.

Despite its strengths, Maryville lacked a central, highly visible location where vendors and community members could consistently gather. Past attempts to organize a farmers market struggled with location, engagement, and long-term vision. Downtown had a low vacancy rate but needed to generate more foot traffic to support its many service-based businesses, as well as retail and restaurants. Something was missing — and Downtown Maryville was ready to step in.

From Idea to Action

It all started with a conversation.

Autumn Quimby, a Maryville resident, nurse, entrepreneur, and vendor, reached out to Downtown Maryville Executive Director DeAnn Davison. The two already knew each other from a previous workplace, and Autumn had one big question: ​“Would Downtown Maryville consider taking on the farmers market?”

With a shared passion for community revitalization and a mutual understanding of local needs, the two began envisioning what a successful, inclusive, vendor-friendly market could look like. In 2023, they got to work.

Building the Downtown Maryville Market

The market’s location was a strategic decision. A local bank agreed to allow use of its underutilized parking lot — once a car dealership — as the market site. With visibility from Main Street, flat layout, nearby restrooms, and electricity access, it was a perfect fit.

Vendor recruitment was grassroots and relationship-driven. A Facebook page and private vendor group were created, where vendors could ask questions, promote their goods, and receive updates about weather or cancellations. Booth fees were kept low at $5 a week, paid the morning of the market, and the requirements were simple: bring a tent and sign a short waiver.

Every Saturday from 8 a.m. to noon, vendors began setting up in the heart of downtown. Set-up starts early — around 6:30 a.m. — and by 5:30 a.m., vendors are notified if hours change due to weather. Quimby works closely with vendors, maintaining a sense of consistency and community that’s felt by everyone who attends.

Creating a Space for All Ages

One of the market’s biggest successes is its appeal to families and young adults — two demographics often underserved in rural downtown programming. Activities like scavenger hunts, taste testing, sidewalk chalk art, and hula hoops transformed the market into more than a place to shop. It became a Saturday morning tradition.

Even four-legged friends are welcome: dog treats and water bowls are available, further emphasizing the market’s inclusive and family-friendly vibe.

As one patron put it: ​“We LOVE the market on Saturday mornings. It’s just something fun for us to do as a family to start our day on the right foot.”

Gen Z, in particular, has responded enthusiastically with over 40% of patrons attending the market being ages 18 – 24. Studies show this generation values plant-forward diets, sustainable choices, and knowing where their food comes from — making a local farmers market an ideal fit. Downtown Maryville’s proximity to campus, combined with a welcoming atmosphere, brought this emerging audience into the fold.

Low-Budget, High-Impact

One of the most impressive aspects of the Downtown Maryville Market is its minimal cost. With no dedicated funding stream in its first year, the initiative relied on creativity and collaboration. Insurance was covered by the organization at roughly $150 annually, and marketing efforts were grassroots: word of mouth, vendor posts, local radio coverage, and presentations at local service organizations spread the word. The market’s online presence created a digital sense of community, while in-person relationships ensured a strong foundation of trust.

Measurable Momentum

By the end of the first full season, foot traffic data collected through Plac​er​.ai analytics confirmed what locals already knew: the market was bringing people downtown. In 2023, the market showed an overall attendance of 4,200 people and an average of 30 vendors throughout the 18-week season. In 2024, those numbers jumped to 5,200 people in attendance and an average of 36 vendors per week, causing the closure of an adjacent street to accommodate the additional vendors and foot traffic. Visitation on Saturday mornings throughout the district also rose — from 36,900 visits in 2023 to 43,100 visits in 2024. 

Downtown shops like Starlight Antiques and Collectibles purposefully chose their new location near the market to capitalize on foot traffic. Several businesses began opening earlier on Saturdays to align with the market crowd as business owners started reporting increased foot traffic and new customers on market mornings. Six vendors have transitioned into larger spaces, bought food trucks, or moved into brick-and-mortar businesses after having seen success at the market.

In just two years, the Downtown Maryville Market went from an idea to a major driver of downtown vitality.

From Market to Movement

In 2023, Downtown Maryville and its volunteers organized their first large-scale event around the market: Fall into Fun. Despite competing with a Kansas City Chiefs game and Northwest Missouri State University family weekend, the event drew 65 vendors and 1,400 attendees on a Sunday afternoon in September. In 2024, the event grew to 75 vendors, added live music and bounce houses, and introduced a pumpkin-growing contest and safety activities. Attendance reached 1,600, spurring the creation of Spring into Fun to kick off the market season in May.

Meanwhile, the city secured a $366,540 grant through the Missouri Department of Economic Development to build a permanent 40’x80’ open-air pavilion downtown. Engineering is underway on a formerly blighted lot that will soon be transformed into a permanent home for markets, events, and public gatherings.

Lessons Learned and Looking Ahead

For other Main Street communities looking to strengthen their downtowns through a farmers market, the Downtown Maryville story offers clear takeaways:

• Start with relationships. Building trust between organizers and vendors sets the tone for success.
• Keep it simple. Affordable fees, flexible rules, and clear communication make participation accessible.
• Think beyond sales. Markets are about experiences, not just commerce. Offer kid-friendly activities, pet-friendly spaces, and reasons to linger.
• Add value for businesses. Use vendor foot traffic to benefit brick-and-mortar shops, whether through receipt-based promotions, Kids Club visits, or collaborative events.
• Celebrate success. From social media spotlights to milestone events, recognize the people and energy that make the market work.

As Downtown Maryville continues to grow its market and expand its impact, it serves as a compelling example of how local leadership, strategic thinking, and grassroots energy can reinvigorate a historic downtown — one Saturday morning at a time.

Learn more about Downtown Maryville >

Downtown Decorations, a Main Street America Allied Member, is this quarter’s Main Spotlight advertiser. For more information about what they do to support Main Street organizations, click here.