Within a month, as the number of local vendors and daily customers rapidly grew, makeshift stalls were constructed to replace the trucks. Other changes were imminent: the market diversified its offerings to include restaurants, grocery stores, and magazine stands and soon began to host its annual Fall Festival harvest celebration. The Los Angeles Times was instrumental in helping to publicize the market during these foundational years. Beck’s daily column, “Farmers Market…With Fred Beck” promoted the markets' events and offering; Hollywood gossip columnist extraordinaire Hedda Hopper frequently reported upon the Hollywood celebrity sightings at the market. Spotting actors Stu Erwin and June Collyer, for example, Hopper noted, "I've come upon them strolling hand in hand at the Farmers' Market while choosing fruit and vegetables." Along with Gilmore Stadium and Gilmore Field, Farmers Market helped to anchor the "Gilmore Island" as a popular destination for tourists and local shoppers alike, only a few blocks from, what was emerging as the commercial heart of Jewish Los Angeles.
Sources: David Hamlin and Brett Arena, Los Angeles’s Original Farmers Market (Charleston, S.C.: Arcadia, 2009); Hedda Hopper, "Hedda Hopper's Hollywood," The Los Angeles Times, May 14, 1938; Lynn C Kronzek and Southern California Jewish Historical Society, Fairfax: A Home, a Community, a Way of Life (Los Angeles: Jewish Historical Society of Southern California, 1990).