In 2017, the San Jose Flea Market (SJFM) began exploring ways to enhance the existing experience to achieve three goals:

• Increase vendor opportunities to reach a larger audience.
• Address desired features for future Flea Market projects.
• Provide a platform for more frequent, engaging programming.

To initiate this process, SJFM conducted a four-month research period, engaging extensively with current attendees and vendors through two key questions: What do you love about the Flea Market? and What do you wish to see?

At the end of the study, SJFM collected thousands of data points from attendees. Top wishes included night-market style events, more food options, and a beer garden experience. Attendees most valued the farmers market, live music, and family traditions.

Considering this feedback, SJFM created Garden at the Flea, a new addition inspired by San Jose’s “Valley of the Heart’s Delight” aesthetic. This space offers green areas for enjoyment, a sustainable California garden, a beer garden, a food truck park for new and existing vendors, and a live performance space for larger events.

We believe Garden at the Flea will generate excitement, helping existing traditions thrive while fostering new ones!