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Mission for Markets

Because of the ability to run the market as a business without the baggage of bureaucracy, which many officers from local authorities frequently claim clips their wings, these are markets run as events, quickly able to improve and expand their offer to cater for a targeted customer base. These non-public operators curate market experiences that include cultural attractions, such as art, theatre and music. Markets are crafted into brands in which customers are guaranteed an experience aligned to their lifestyle choices. The rise of the street food market epitomises this. Like officers within local authorities, professional backgrounds are diverse. A key point of difference is a marketing-led approach to market management, which starts with a vision about how a market can satisfy a specific need within a community and translates into operation of the market. But local authorities are leading the way with regards to capital investment in market infrastructure. Stand-out investments since 2009 include markets in Blackburn (Lancashire), Bolton (Greater Manchester), Leicester (Leicestershire), Sheffield (South Yorkshire) and York (North Yorkshire). In addition, local authorities are increasing the number of specialist markets and market-type events they run, such as craft fairs and food festivals. Not only are these good revenue earners but they provide platforms to introduce new businesses to traditional retail markets. 22 New entrants into the sector promote themselves on social media and accept cashless payments from their stall. And although most markets have an online presence, their main purpose is to provide information rather than to engage in conversation. The sector must embrace technology and work to translate the identity of the markets into the digital world to connect with the next generation of market shopper, not only to sustain retail markets in the short-term but to enable them to flourish in the future (eg online registration, application and payment of rent; websites traders can contribute to; regular communications with traders via email and social media). Proactive market officers are also business development managers. By offering advice and guidance to market traders, including some home truths, officers build partnerships with traders and ensure the well-being and profitability of their market. This takes us beyond regulation. During this period of renewal, NABMA and the NMTF are challenging operators to evaluate the way they are running their markets, to audit the skills within their teams and to re-visit the propositions of the markets they curate. Have a vision and be ambitious. CASE STUDY: Clare Roberts, Manchester City Council Clare is a manager within the speciality markets division of Manchester Markets. She has six years’ experience in markets and before entering the sector had a career in high street retail. “When working in markets you need to have some vision. Unless you know the identity of the market it will be difficult to sell it to the public. A market must relate to what’s around it.” Clare also offers advice and guidance to new entrants on Manchester’s markets, especially with regards to new product development, merchandising and customer service. “Both traders and operators have a part to play in the success of the market. And as traders are paying the money to stand, I think they deserve our time and our support.” Within the speciality division of Manchester Markets, Clare and the team delivers craft, street food, youth and Christmas markets. More information can be found at http://bit.ly/M4Mnso3 CASE STUDY: Broadway Market Traders and Residents Association CIC Broadway Market has breathed new life into an East End area and established itself as a mecca for fans of fine food, craft and fashion. Every Saturday it has 170 stalls filling the street. Alistair Maddox, who runs the market on behalf of the Broadway Market Traders and Residents Association CIC, said residents got together to rejuvenate the ailing market in 2004. “The market is all about the community. The CIC run it and the profits go back into the local community. We support local charities and good causes including the local hospice.” Volunteers run the CIC’s own stall and community projects are encouraged to stand on the market. The local school has even got involved, offering pitches for 45 additional traders on the schoolyard. “It is helping local people start businesses and the additional profits have gone to the school to improve facilities.” More information can be found online at http://bit.ly/M4Mnso4


Mission for Markets
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