Michael Stumpf is a consultant in community planning, economic development, and market analysis, based in New Berlin, Wisconsin.

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Place Dynamics

Don’t Underestimate the Potential of Open Air Markets By Michael Stumpf, July 2006

any cities search for solutions to fill vacant buildings or restore vitality to their downtown business districts. Con-

sidering all of this hard work, it may seem ironic that they ignore, or even prohibit street vending and public marketplaces. Among the oldest forms or trade, these practices were all but eliminated in the last half of the 20th century. A handful of communities are once again discovering their po-tential value as economic engines.

Think of the typical community festival. Along with parades and games you will usually find food tents and a sidewalk sale. More customers will come into town on those days than any other time of the year. For the businesses displaying goods outside of their shop doors, these may be among the most profitable days of the year. The organizations and individuals selling food make money as well. In the same way, farmers selling produce in roadside stands or farmer's markets can add significantly to their farm income. What if activities like these could occur more frequently, or even year-round?

The idea isn’t entirely alien. In the last decade we have seen growing use of the common area inside malls for this purpose. Some national retaile is conducted almost exclusively through kiosks at

malls and similar venues, such as airport concourses.

Some cities have embraced this idea, creating indoor public markets in new buildings, old warehouses, or even in conference centers, where farmer's markets or retail trade can occur on a regular basis. In other places, cities have dedicated spaces in plazas or even on public sidewalks where vendors can sell their products.

Markets are some of the most interesting and often-visited attractions in many communities. Consider Pike Place Market in Seattle, the French Market (with Café du Mond) in New Orleans, or the native crafts market at the Governor’s Palace in Santa Fe, New Mexico.

These marketplaces have enjoyed a great deal of success in attracting people who patronize area businesses along with market vendors, helping to revitalize the district. They do more than attract customers, though. Public markets act as a busi-ness incubator. It takes only a small investment to set up a market booth, but the experience and income gained from this effort is often a catalyst for the owner to establish a permanent retail lo-cation, generally in a nearby storefront.

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Place Dynamics

Creating a public market may be time consuming, but it need not be complex or expensive. Organ-izers can begin by selecting the best location and ensuring that city ordinances permit the types of activity they want to have happening. Existing parks, parking lots, sidewalks, public buildings, and even alleys have served this purpose.

Some places will adopt a specific theme, such as a farmer's market, apparel market, or antique market. Others will open the market to all vendors. Even a flea market may be the right choice for some places, as in Chicago’s Maxwell Street.

In most cases, a permit system will be established to govern what may be sold, along with the hours of operation and other administrative details. This helps to preserve the character of the market and reassure customers that their expectations will be consistently met.

Communities may want to consider limiting or prohibiting market and vending practices outside of the targeted district. It does no good for the downtown or your market to have rival vendors in the parking lot of a commercial strip along the highway.

Good management is a key to success. Somebody needs to advertise, enforce quality, and make sure vendors participate. Policing, traffic control, and parking may also be important considerations.

Don't expect instant success, as it takes time to recruit vendors and get the word out. Still, markets can play a big role in revitalization. O

© 2006 Place Dynamics