“Who is going to meet the repair guy? Who is going to empty the refrigerator?” she says. “My approach is helping people.” Home concierge services—and there are several available in Monterey County, including those offered by local real estate agencies—exist to ease the stay of visitors to the area and secure the home when vacant. And for the most part the pattern is routine, from arranging private chefs to decorating for an occasion or maintaining the landscaping. Of course, the routine can be punctuated by moments of drama, when storm-battered trees collapse, taking down power lines and kicking on generators. More likely, there is a scramble to fill a surprise request or come up with a unique family activity. That’s part of what attracted Farmer to the idea of a home concierge startup. “I’ve always been service-minded,” she explains. “I like being creative.” A native of the San Joaquin Valley and agricultural finance student at Fresno State University, Farmer came to Monterey County immediately after graduation, lured by the challenges of produce marketing and sales. She grew up on a farm and participated in 4-H and FFA. Farmer continues to help with youth programs. She is currently a mentor with First Tee’s Pay it Forward, which aids first-generation university students at CSU Monterey Bay (who, in turn, mentor First Tee children). “Hands down, it’s the coolest program I’ve ever been involved in,” Farmer says. “It teaches them a lot, it teaches me a lot.” Five years ago in November, Central Coast Home Concierge launched with a modest proposal. Farmer sent out a mailer offering holiday decorating services for vacation homeowners, so the festive array would be ready and waiting for their arrival. The scope of the home concierge market is difficult to pin down. Concierge offerings include medical, business, hospitality and even online travel services. Statista places the value of business concierge services at $3.5 billion. What can be known is Farmer’s schedule. Her calendar is filled daily. Just occasionally, she sends a team member out to discourage a wild animal from joining the party. “Do I juggle a lot? Yeah,” she admits. “But it’s all part of me.” 26 THE BEST OF MONTEREY BAY ® HAVEN 2024-2025 BIG SUR FOOD & WINE FESTIVAL OCTOBER 31 – NOVEMBER 2, 2024 Sign up for the BSFW newsletter for ticket release info at www.bigsurfoodandwine.org BSFW_1-2h_Haven24_dg.indd 1 8/1/24 9:34 AM
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