The Ealing Council Markets Strategy

2014 - 2019

EALING COUNCIL

The Ealing Council Markets Strategy 2014-19

Contents

1. Executive Summary 3

2. Why are Markets Important? 6

3. Why a Markets Strategy for Ealing? 7

4. Definitions 9

Part Part 1: 5. The Vision for Markets in Ealing 10

IntroductionContext & 6. Strategy Aims & Objectives 11

7. Strategy Process 12

8. The Legal Framework 14 8.1 How are Markets Governed? 14 8.2 The Establishment of Ealing’s Markets 15

rt rt 2: 9. Ealing’s Markets Today 18

Pa 9.1 Acton Market 19 9.2 Ealing Farmers Market 23

ResearchFindings 9.3 Southall Market 26 9.4 New markets in development 28

10. Moving Forward: Opportunities & Recommendations 29

10.1 Creating and maintaining an attractive street scene 29 10.2 Business support 29 10.3 Marketing and promotion 30

10.4 Waste and sustainability 31 gForward

Part Part 3: 10.5 Events and community interaction 31 10.6 Modernising the management of Ealing’s Markets 31 Movin 10.7 Recommended actions for Ealing’s existing markets 32 10.8 Potential new markets 34

11. Background 36

11.1 Strategic Influences 36 : : 4 11.2 The Legal Framework – Food Act v London Legislation 40 11.3 Results of Markets Consultation 43

Part Part 11.4 Defunct Markets 53 Background 11.5 Designated sites 56

Annex 1: Ealing Council Market Operations Policy Annex 2: Ealing Council’s precedent market licence template and monitoring schedule

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1. Executive Summary

The ‘Ealing Markets Strategy 2014-19’ sets out the way forward to reinvigorate and transform existing markets in Ealing and create new ones that contribute to the regeneration, social cohesion and entrepreneurial activity in Ealing.

There are currently three markets in operation across the borough: Ealing Farmers’ Market, Acton Market and Southall Market, each of these markets are different in the way they have been set up, the offer they provide and the way in which they are managed (including governance through different forms of legislation).

Ealing Council has not previously adopted a policy that governs how markets (on public highway) are allocated, how they operate and are monitored. There has also not been a formal charging policy for market operators and currently income received from the existing markets do not cover the costs that are incurred by Ealing Council – particularly in relation to the issuing of Licences (admin and legal fees), additional/required street cleaning, utility usage and officer monitoring and enforcement time.

Ealing Council would like to support the improvement and growth of these existing markets and facilitate the set-up of new markets by making space available and putting in place the appropriate mechanisms (i.e. monitoring and allocation policies and procedures) to help ensure they are successful and complement (i.e. not in direct competition with) neighbouring businesses.

Research and consultation conducted through the development of the market strategy has identified that some of Ealing’s existing markets are more successful than others: each could benefit from improvements in order to create a more vibrant environment and, in turn, increase trade. It has also identified there is a desire for more markets in the borough, in particular offering specialist goods and services (for example, Artisan food and crafts markets and high quality street food markets) and a strong desire for these markets to be located in town centres.

The ‘Ealing Markets Strategy 2014-19’ proposes practical recommendations to improve Ealing’s existing markets and includes a new ‘Ealing Market Operations Policy’ (attached as Annex 1) which sets out a clear direction for the style of markets desired in Ealing, suitable locations, assessment criteria and allocation process for markets including standard conditions for market operator licence holders for markets in all public places within the London Borough of Ealing.

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The Strategy is set out under four main parts and also contains two Annexes:

Part/Annex Description Part 1: Introduction & Context Providing information on:  Why markets are important  Why a strategy is needed for Ealing  Market definitions  The vision for markets in Ealing  The strategy aims and objectives  The strategy process

Part 2: Research Findings Detailing information on:  The Legal Framework and how markets are governed  How Ealing’s existing markets were established, how they are managed and how they are currently operating

Part 3: Moving Forward Presenting the opportunities and recommendations arising from the the consultation and review. These are set out under themes and include specific recommendations for Ealing’s existing markets; the management of markets; and ideas and suggestions to set-up new markets in the borough.

Part 4: Background Providing more detailed information on markets strategic influences, describing the differences between the two main forms of legislation that govern markets, presenting the key results arising from the public consultation exercise, providing information on the West Ealing Craft Market and Greenford Pilot Market which are no longer in operation and providing information on the how the key designated street trading sites are managed across the borough.

Annex 1: The proposed new ‘Ealing Council Market Operation Policy’ as described above.

Annex 2: The Ealing Council precedent market licence template and monitoring schedule, which forms the main agreement between Ealing Council and any external Market Operator that may be appointed to operate markets in the borough.

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Once adopted, the opportunities and recommendations will be used to inform an Implementation Plan to be delivered over the next 5 years (2014-19). The Ealing Market Operations Policy will also be used to ensure that all market licences in Ealing are issued equitably and that market operations are professional, environmentally friendly and add value to the community.

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2. Why are Markets Important?

Ealing Council recognises the importance that markets play in society and the contribution they can make to regeneration and the local economy:

 Markets provide valuable employment and business opportunities offering platforms to encourage innovation, creativity and confidence for new and developing enterprises.  They infuse activity and energy into areas that may otherwise be lifeless or unwelcoming  They can offer different and varied products and services that may not already be available on the High Street bringing more people into an area and increasing footfall  They provide opportunities for non-profit making / charitable / community organisations to engage with local communities  They can provide alternative street entertainment, host events and provide a focus in the celebration of festivals and special occasions which, as well as helping to increase passing trade for local retailers, can also create a vibrant atmosphere and experience that online shoppers may not otherwise enjoy.

More detailed information on how markets link to national, regional and local plans, policies and research are set out under section 11.1 Strategic Influences.

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3. Why a Markets Strategy for Ealing?

There are currently three markets in operation across the borough: Ealing Farmers’ Market, Acton Market and Southall Market, with an overall total of approximately 60 traders, as well as 16 traders located at individual designated street trading site across the borough.

Each of these markets are different in the way they have been set up, the offer they provide and the way in which they are managed (including governance through different forms of legislation).

Ealing Farmers’ Market and Acton Market both operate on public highway and therefore are licenced by Ealing Council. Southall Market operates on private land and was established by Royal Charter.

There are also two new markets currently being developed in the borough: an addional Southall Monthly Market and a new Greenford Community Market both of which aim to increase and complement the offer within the respective town centres and increase the footfall and vitiality of the areas.

There are approximately 160 markets in London and 82% of these are run by local authorities. At the London Markets Symposium held in July 2013, Jan Lloyd, Association of London Markets, reported that there is a demand for new markets in London and the demand for space exceeds supply.

Ealing Council does not currently have an adopted policy on how markets (on public highway) are allocated, how they operate and are monitored. There is also no formal charging policy for market operators and currently income received from the existing markets do not cover the costs that are incurred by Ealing Council – particularly in relation to the issuing of Licences (admin and legal fees), additional/required street cleaning, utility usage and officer monitoring and enforcement time.

Ealing Council would like to support the improvement and growth of its existing markets and the set-up of new markets by making space available and putting in place the appropriate mechanisms (i.e. monitoring and allocation policies and procedures) to help ensure they are successful and complement (i.e. not in direct competition with) neighbouring businesses.

Following public consultation (including engagement with market operators), it has been identified that some of Ealing’s existing markets are more successful than others: each could benefit from improvements in order to create a more vibrant environment and, in turn, increase trade. It has also been identified there is a desire for more markets in the borough, in particular offering specialist goods and services (for example, Artisan food and crafts markets and high quality street food markets) and a strong desire for these markets to be located in town centres.

In response to the above, the ‘Ealing Markets Strategy 2014-19’ sets out the way forward to reinvigorate and transform existing markets in Ealing and

7/57 The Ealing Council Markets Strategy 2014-19 create new ones that contribute to the regeneration, social cohesion and entrepreneurial activity in Ealing. It proposes practical recommendations to improve Ealing’s existing markets and includes a new ‘Ealing Market Operations Policy’ (attached as Annex 1) which sets out a clear direction for the style of markets desired in Ealing, suitable locations, assessment criteria and allocation process for markets including standard conditions for market operator licence holders for markets in all public places within the London Borough of Ealing.

Once adopted, the opportunities and recommendations will be used to inform an Implementation Plan to be delivered over the next 5 years (2014-19). The Ealing Market Operations Policy should also be used to ensure that all market licences in Ealing are issued equitably and that market operations are professional, environmentally friendly and add value to the community.

The Ealing Market Operations Policy may also be used as a reference document when assessing Planning Applications if market operations are proposed on private property.

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4. Definitions

4.1 What is a Market?

A market is legally defined as a ‘franchise right of having a concourse of buyers and sellers to dispose of commodities in respect of which the franchise was given’.

In relation to an occasional market this is also ‘a concourse of buyers and sellers, comprising five or more stalls, stands, vehicles (whether movable or not) or pitches from which articles are sold.’

For the purposes of this strategy, we therefore define a market as five or more stalls/vendors operating on one site offering goods and/or services for sale to the public.

Again, for the purposes of this strategy, the term market includes charity markets, antique and craft markets, farmers’ markets, night markets and general markets.

Market Operator means the person, body or organisation to which a Market Licence is granted by Ealing Council.

4.2 Festivals, fairs and other special outdoor events

The primary focus of festivals, fairs and other special outdoor events would usually be for pleasure rather than for trading however market trading will usually provide an element of activity at these events. Therefore, in essence the difference between festivals, fairs etc. and regular markets is in the size or frequency of the gathering rather than any other factor.

If goods are sold at a festival, fair or other special outdoor events, as long as the trading element does not dominate the ‘pleasure’ element of the event, this markets strategy and policy will not apply. These events will be regulated on a case-by-case basis through the ‘Temporary Event Notice’ or other appropriate event licencing policy and procedures.

4.3 Designated street trading activities

There are two principle forms of street trading which take place in the borough. The first is that which takes place in front of existing individual retail premises selling the same goods as can be found inside the shop. A trader who wishes to trade in this way but does not enjoy the advantages of their own private forecourt applies to the Council for a licence to trade on the public highway.

The second form of street trading takes place from what are termed designated sites. These are locations where street trading from a stall, barrow, trailer or similar is allowed to take place. Ealing currently has 42 of these sites 16 of which are currently in active use.

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5. The Vision for Markets in Ealing

Ealing Council’s Vision:

“To create a vibrant market experience that is diverse, interesting and adds value to the economic, social and cultural fabric of Ealing.”

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6. Strategy Aims & Objectives

6.1 Aims

Ealing Council has produced this Markets Strategy to:  establish a clear direction for the style of markets desired in Ealing  offer recommendations to help improve its existing markets  identify potential suitable locations for new markets  establish a market policy that sets out how markets are allocated, how they operate and are monitored – endeavouring to ensure that market licences are issued equitably and the market operations are professional, financially viable, environmentally friendly and add value to the community.

6.2 Objectives

In order to achieve the above aims, Ealing Council has:

a) undertaken research and consultation with market managers and traders, local businesses, local residents, town centre and market visitors to identify needs, desires and aspirations for new and existing markets

b) undertaken research and visits to other London markets for examples of best practice and ideas that may benefit Ealing’s markets

c) undertaken site visits to Ealing’s existing markets to establish action areas for improvement

d) undertaken research to develop the strategy in consultation with The National Association of British Market Authorities (NABMA), Ealing Council’s Regulatory Committee and Cabinet Members, and involving Ealing Council Officers in the Street Trading, Regulatory Services, Envirocrime, Festivals & Events, Highways and Regeneration service areas, to improve Ealing’s current market management and monitoring operation practices.

This research has been used to inform the opportunities and recommendations that are set out under section 10 of this strategy and the formation of an ‘Ealing Council Market Operations’ policy (attached as Annex 1).

Following consideration by Ealing Council’s Regulatory Committee and Cabinet, the final Ealing Council Markets Strategy 2014-19 will be presented to Full Council for approval and final adoption.

Once approved, Council Officers will then develop an Implementation Plan to be delivered over the next 5 years (2014-19).

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7. Strategy Process

The strategy aims to provide a blueprint for how the borough’s markets are managed and developed for the next five years and beyond.

The strategy process comprised three main stages:

7.1 Desk Study

This included research and compilation of background information that guided the strategy from both local and national policy, as well as examples of good practice in particular from other successful markets in London. This stage also included a mapping exercise to see Ealing’s markets in relation and context to other type of markets across London.

7.2 Site Audits

This element took a snapshot of the operations of Ealing’s existing markets.

For Ealing’s existing markets a Market Monitoring Plan has been devised to measure the performance of markets licenced by Ealing Council (this is attached, along with Ealing Council’s precedent market licence, at Annex 2). Key performance indicators are used to measure and ensure: a) A high quality visual appearance of market stalls b) An effective market layout c) A good range of goods on offer and market operation monitoring d) Pedestrian safety and accessibility e) Compliance with health and safety regulations f) A clean and tidy market area g) Good relations between stall holders and customer

7.3 Public Consultation

Markets need to offer goods, services and experiences in line with the desires of the local community. In order to shape the strategy it was important to gain an understanding of Ealing’s shoppers, visitors and resident’s needs, particularly as consumers. We need to understand how popular the existing markets are, when and why do people visit, what do people like and dislike about the markets and would people like to see new markets. We have gathered exciting ideas for events and promotions as well as to encourage potential new local market traders to come forward and take up a market pitch.

A borough wide public consultation exercise aimed to establish the views of the people that have an interest in markets. The initial campaign was open for four weeks between 16th September 2013 and 13th October 2013.

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Eights surveys were designed to capture data, views and ideas of a variety of different stakeholders with an interest in markets including:

 Residents  Market visitors  Town centre visitors  Community groups  Businesses (located in areas with and without markets)  Market traders  Market operators

During this initial consultation period:

 3000 leaflets were distributed (to libraries, community centres, town halls and town centre businesses);  Surveys were available for completion online; and  800 street surveys were conducted across Ealing’s town centres and markets

A high response to the consultation was received by residents and town centre visitors however unfortunately a low response was received by businesses and community groups. As a result the consultation period reopened for a further 3 weeks, re-opening on 13 January 2014 and closing on 4 February 2014.

At the time of the public consultation, West Ealing Craft Market was also operating in the borough. Unfortunately, however, this market has since ceased trading. The public consultation results gathered for this market provides useful intelligence therefore for this reason the results have been included in the strategy.

The key findings from the surveys completed with residents, market visitors, town centre visitors and market traders are set out in section 11.3 of this report.

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8. The Legal Framework

8.1 How are Markets Governed?

The majority of London Boroughs, including the market and street trading operation of Ealing Council, is governed by the London Local Authorities Act 1990 (as amended). The focus of the London legislation is to regulate street trading (which includes the issue of individual licences to street traders) which does not fall within the definition of a market that gives rise to market rights.

The modern statutory framework for markets is contained in Part III of the Food Act 1984

A summary of some of the differences between the provisions of the London Local Authorities Act 1990 (as amended) and the Food Act 1984 are set out in section 11.2 of this report.

Many markets have evolved as a result of Royal Charters or Letters Patent and other exist by virtue of long user, custom and practice and by prescription. Southall Market was established initially as a cattle market by way of Royal Charter in the 17th century.

Markets arising from franchise (e.g. charter markets) or statute (including those under the Food Act 1984) are afforded certain rights in law. They have the right and power to control the establishment of ‘rival’ markets within a given distance of the franchise or statute market (62/3 miles). Whilst the London Local Authorities Act 1990 gives some restricted control over markets close to a public highway, it does not afford the same level of protection. There are many reasons why market rights are important. The ability to control other market events and the ability to use market rights enables many local authorities outside London to organise markets on a more structured basis.

The London Local Authorities Act 1990 (as amended) is well known akin to the provisions contained in Part 111 and Schedule 4 of the Local Government (Miscellaneous Provisions) Act 1982 which apply to the rest of England and Wales.

London Boroughs can operate markets on the same basis as local authorities throughout England and Wales. In addition to the various powers available under charter, letters patent, prescription, custom and practice and local legislation it is possible to utilise the provisions of Part 111 of the Food Act 1984 which provide, inter alia, the following:

Section 50 – The ability to establish or acquire a market Section 52 - Appointment of market days and hours Section 53 - Charges Section 61 - Interpretation which provides that a local authority includes a London Borough.

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Many of the concerns about the operation of street trading provisions can be avoided by operating under the 1984 Act.

Currently street trading is limited in terms of what can be charged by allowing only “as may be sufficient in the aggregate to cover in whole or in part the reasonable administrative or other costs in connection with their functions” under this Part of the Act. The 1984 Act section 53 provides that “a market authority may demand in respect of the market such charges as they may from time to time determine”. This is not a totally unfettered discretion but it can be used to apply commercial considerations to a market activity not currently available under the existing legislative framework.

It will be necessary to consider such proposals in detail. The street trading legislation, for example, gives the London Boroughs power to utilise a highway for street trading activity. If that legislation did not exist then the street trading would constitute an obstruction of the highway and be subject to enforcement action. However, there are ways in which highways can be closed to enable markets to be operated.

There are many reasons why market rights are still important. The ability to control other market events has always been near the top of the list and while case law in respect of so called rival markets has been a little “thin on the ground” in recent years the ability to use market rights enables many local authorities to organise markets on a structured basis. Dealing with charges in more commercial and flexible ways is always an attraction to use the markets legislation under the 1984 Act.

8.2 The Establishment of Ealing’s Markets

Ealing Farmers Market and Acton Market were both originally set up under provisions of London Local Authorities Act 1990 (as amended) with Cabinet authority to follow statutory procedures to establish the markets under the Food Act 1984.

Part III, 50 (2) of the Food Act 1984 states that: ‘A market shall not be established in pursuance of this section so as to interfere with any rights, powers or privileges enjoyed within [the authority's area] 2 in respect of a market by any person, without that person's consent.’

It is unclear from Ealing Council’s archive files whether formal consultation was carried out for both Ealing Farmers’ Market and Acton Market to ensure the markets would not interfere with any such rights, powers or privilages however since both markets have been long established and operating without any such complaints, advice from the National Assocation of British Market Authorities (NABMA) suggests that these markets can be deemed to be governed by the Food Act 1984 and no further consultation will be required.

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In October 2013, Regulatory Committee and Cabinet both reviewed and endorsed the proposal to operate all markets under the provision of Part III of the Food Act 1984. Although the proposed Ealing Council Market Operations Policy is attached at Annex 1, along with the precedent market licence attached at Annex 2, both of these documents may require revision in order to ensure they both compliment and comply with the requirements of the Food Act 1984.

Licencing and monitoring arrangements

Ealing Council currently issues licences to external organisations to manage its markets:

 Acton Market is managed by Action Acton, a charitable organisation that also manages and delivers community, economic and business initiatives in West London.  Ealing Farmers Market is managed by London Farmers Markets, a VAT registered business that also operates 19 other farmers markets across London.  Southall Market is a charter market and operates on private land, managed by a private operator; therefore Ealing Council does not issue a licence for this market. This market is monitored following Regulatory Services procedures and protocols.

Acton Market, Ealing Farmers Market and West Ealing Craft Market were all set up on an adhoc basis following opportunities realised by Ealing Council which include: recognition of regeneration benefits, funding opportunities and interest from the local community.

In 2012, it was realised that original agreements between Ealing Council and its market operators were outdated and not fit for purpose so as a result a new precedent licence was drawn up (attached as Annex 2)

The precedent licence was drawn up by Ealing Council’s legal officers in partnership with council officers that had formed a ‘Markets Steering Group’ (MSG). The MSG consists of officers from: Envirocrime, Regeneration, Street Trading and Regulatory Services.

Ealing Council does not currently have an adopted policy on how markets (on public highway) are allocated, how they operate and are monitored. There is also no formal charging policy for market operators and currently income received from the existing markets do not cover the costs that are incurred by Ealing Council – particularly in relation to the issuing of Licences (admin and legal fees), additional/required street cleaning, utility usage, and officer monitoring and enforcement time.

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Currently, London Farmers Market is charged a small fee per annum to operate Ealing Farmers Market which is used to assist the market (e.g. publicity, events and utilities provision). Action Acton is not currently charged to operate Acton Market as it is reported that this market does not achieve a commercial income. Southall Market is privately operated and therefore is outside the scope of the market charging policy.

In order to ensure that market licences are issued equitably and that market operations are professional, financially viable, environmentally friendly and add value to the community, Ealing Council has devised a ‘Market Operations Policy’ which is attached as Annex 1 of the Ealing Council Market’s Strategy 2014-19. This includes an overall charging policy.

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9. Ealing’s Markets Today

This section provides detailed information on each of the existing markets that are in operation in the borough. It sets out the background of each market, how the markets were set up and the current situation. Results from the public consultation have helped to inform some of the current perspectives outlined here.

Opportunities and recommendations arising from the research are set out in the next section under point 10.7.

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9.1 Acton Market

Frequency/days: Wednesday-Saturday Times: 9am-5pm Management arrangement: Licenced to charitable organisation Site area: 2173sqm Number of pitches: 30 Average number of traders: 20 Current charges: £15 single pitch / £25 double pitch Type: General market

Acton Market (photo and map highlighting the designated market area)

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9.1.1 Background

 Acton Market was established in 2006 by Action Acton following receipt of £750,000 of LDA funding for three years to establish the market and deliver a range of community and economic regeneration benefits. The market began operations in September 2006 following Cabinet agreement in July 2006.

 In July 2006, Cabinet authorised in principle for the establishment of Acton Market and authorised the Director of Regeneration & Community Development to take all the necessary steps to establish the market and enter into an agreement with Action Acton to manage the market and Council-owned kiosk for an initial period of three years.

 Planning permission for the market was granted in April 2007 and this formed the basis of the operating agreement between Action Acton and Ealing Council. More recently, within the last few year, a number of variations to the Planning Permission and operations plan have been introduced, including:

o Use of the kiosk: this was originally intended to be a multi- functional unit for market equipment storage; an information board and vending point for flowers and/or A5 (take away) food and beverages (Planning permission for this was granted in May 2005). The kiosk fell into disrepair and was replaced in 2012 by a new unit with Planning Permission (granted in May 2012) as a storage unit for market equipment. o Days of operation: the market originally operated Thursdays, Fridays, Saturdays and Sundays, from 09:00-16:30 each day. The days of operation have since changed to Wednesdays, Thursdays, Fridays and Saturdays, from 09:00-17:00 each day. o Stall structures: the agreement was for the market stall structures to be uniform in design for effective management of the markets aesthetic appearance. The original stall structures were uniform in design however following difficulties and subsequent damage to stall structures as a result of extreme weather conditions, a variety of stall structures are now being used. Action Acton also authorises traders own structures which are considered by the market operator and traders as more fit- for-purpose than the structures provided by the market operator. o Traffic plan: some of the practical operations vary from the original agreement including times vehicles are permitted on site. o Waste management plan: this has also been revised and a new Waste Agreement supersedes this (as a schedule to the Licence agreement issued on 1st August 2013).

 Between April 2011 and October 2013, Ealing Council and Action Acton, in partnership, developed and agreed a formal Licence

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agreement. This was issued to Action Acton on 1st August 2013. The terms have formed a precedent licence template which is attached to this strategy at Annex 2. Ealing Council is currently issuing annual Licence agreements whilst in the process of reviewing and revising its own market management policies and procedures.

9.1.2 Current situation

 The market operates at The Mount/King Street, W3, which is public highway, and now operates on Wednesday, Thursday, Friday and Saturday each week. It has capacity for approximately 30 pitches, currently, on average, there are 20 pitches occupied per day.

 Action Acton manages the market and as a charitable organisation invested in the project to provide regeneration benefits including: the creation of jobs, self-employment opportunities, business and skills development for target groups, broaden the retail offer and help bring vibrancy into Acton Town Centre.

 Since the area was re-landscaped, which involved the removal of some trees and shrubs (that harboured anti-social behaviour) a wind vortex was created. This is proving difficult for the market managers and traders as on a number of occasions the market has had to cease operation due to health and safety reasons (during the period of November 2013-January 2014 approximately 10 market events were cancelled). Also stall structures often become damaged due to wind forces.

 The provision of electricity and water is also an issue. The utilities points that were initially installed failed and were unrepairable. A short/medium term option was implemented however a long-term solution has yet to be taken forward. Funding has been identified to install new electricity feeder units however there is a requirement for these to be included in the Council’s electrical maintenance contract at an additional cost. Responsibility for billing is also required by the market operator or individual traders using the power however, as Action Acton report the market is operating at a financial loss, they are reluctant to take on this responsibility.

 During the first years the market started operating, a successful training programme was available to support local entrepreneurs (in particular from disadvantaged backgrounds) funded by the LDA. This funding is unfortunately no longer available.

 Acton Market has been used as a good practice model for its service as a community enterprise market and in January 2013 won a Big Society Award for innovative street market.

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 Action Acton is keen to continue to run the market as a community/charitable enterprise however, due to lack of funding, training and support is limited and as the market is currently operating at a financial loss more pitches are being taken up by traders outside of the initial local community target groups. As result the identity and medium-long term success of the market, in its current form, is a threat.

 The market is mostly recognised by residents and visitors as a general street market with the majority of traders offering value/discount goods. Although this is of interest to many market visitors, public consultation results highlight that many residents and visitors do not visit the market because of the limited offer. There is a strong demand for more high quality specialist goods.

 Acton Market hosts a number of events including ‘Love Your Local Market’ days, ‘Give or Take’ days, annual Christmas Fairs and other entertainment activities involving local community groups, musicians and artists. Unfortunately, due to the market running at a financial loss, Action Acton does not co-ordinate a regular events programme.

 Some investment has been made in new navy blue stalls which bring some uniformity to the look of the market. However, not all stalls are using the navy blue canopies which create an untidy and inconsistent look.

 Due to resource issues, Action Acton does not currently have a marketing strategy or budget.

 The market does have its own dedicated website and features on the VisitLondon.com and LondonTown.com websites however it could benefit more from having more up-to-date information listed. It may also be beneficial if it was listed on other popular tourism websites such as TimeOut.com.

 There is a dedicated Acton Market Twitter profile and Facebook page which have been used to promote individual market traders, activities and events however it would be more beneficial if these were more actively used.

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9.2 Ealing Farmers Market

Type: Farmers Market Frequency/days: Every Saturday Times: 9am-1pm Management arrangement: Licenced to private market operator Site area: 1004sqm Number of pitches: 25 Average number of traders: 19 Current charges: Stalls are charged on a scale relating to the goods sold (e.g. traders selling meat or hot food are charged more than those selling jam and chutneys)

Ealing Farmers’ Market (photo and map highlighting the designated market area)

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9.2.1 Background

 In July 2001, Ealing Area Committee agreed to a permanent road closure of Leeland Road every Saturday for the establishment of a Farmers’ Market under the Road Traffic Regulations Act 1984.

 In January 2002, planning permission was granted for the market.

 In February 2002, authority was granted by Cabinet to establish the market under the Food Act 1984, by way of a partnership agreement between London Farmers’ Markets and Ealing Centre Partnership (a former regeneration organisation that ceased trading soon after the Ealing Broadway Business Improvement District Company was established in April 2006).

 On closing of Ealing Centre Partnership, the market agreement was passed over to Ealing Council and continues to run every Saturday from 9am-1pm.

 It was agreed by Cabinet, at the 12th February 2002 meeting, for the Council’s standard fees for street trading to be waived in favour of a fixed fee being charged to London Farmers’ Markets by Ealing Centre Partnership. The nominal fee was agreed to be used to assist the market (e.g. publicity) and has not been reviewed for approximately 5 years.

 The agreement between Ealing Council and London Farmers’ Markets also requires review. Council officers are in discussion with the operator following formation of the new precedent market licence, which is attached to this strategy at Annex 2.

9.2.2 Current situation

 The market operates at Leeland Road, W13, which is public highway, every Saturday from 9am-1pm. The road is closed for the market and has capacity for 25 stalls.

 London Farmers’ Markets manage the market which is a private organisation that helps farmers to increase their incomes and provide high quality local/seasonal foods to urban communities. The market encourages customers to take a greater interest in food production and rural issues.

 Currently, there are on average 19 traders and the Market Operator rates the business performance of the market as ‘sustainable’.

 Despite this, the market is very popular - public consultation results show that a high proportion of residents and town centre visitors regularly visit the market, and when they do this is their main reason for

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visiting the area. This suggest the market positively contributes to town centre footfall levels which in turn is likely to also have a positive impact on other retail businesses in the area.

 Residents’ surveys also highlight the demand for either a larger farmers market in Ealing and/or similar farmers markets located in other areas of the borough.

 Public consultation also highlights that there is a demand for longer market operation hours. This may be difficult for farmers where retail is just one element of their business however this could be something to explore.

 The majority of market stall structures are provided, set up and taken down by the individual farmers. Although this is not in line with the Council’s new precedent market licence (which states that market stall structures should be the same) the stalls provided are of very good quality and positively contribute to the aesthetics of the area.

 Events are held at the market and prove very popular with customers. These are organised and linked with other community events including an ‘Apple Day’, cycle repair workshops and an annual food festival.

 London Farmers’ Markets has an improvement plan for the future of the market which includes: identifying more banner sites and enhancing the image at market entrances by moving all vans off the street and replacing with tables and chairs, children’s area and/or area for special events.

 The market managers would also like a more frequent cleaning regime to take place at Leeland Road before market events.

 The Market Operator has a marketing plan for the market and runs its own campaigns including ‘Favourite Stall Awards’ to help promote the market and individual traders.

 The market has its own dedicated webpage on the London Farmers’ Markets website. It also features on the VisitLondon.com and LondonTown.com websites however it could benefit from having more information listed. It may also be beneficial if it was listed on the TimeOut.com website.

 There is a dedicated Ealing Farmers’ Market Facebook page and this is used regularly to promote individual market stallholders, activities and offers. Market traders also promote themselves and the market using the Twitter ‘#ealingfarmersmarket’.

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9.3 Southall Market

Type: General Market Frequency/days: Every Wednesday, Friday and Saturday Times: Wed: 7am-2pm, Fri: 7am-1pm, Sat: all day Management arrangement: Privately operated market Site area: 2448sqm Number of pitches: 50 Average number of traders: 25 Current charges: TBC

Southall Market (photo and map highlighting the market area)

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9.3.1 Background

 Southall Market dates back to the seventeen century and the grant of a charter. It was initially set up as a cattle market and is known for being one of the last markets to sell live stock in southern England continuing to do so up until 2007.

 The market operates on private land, managed by a private operator; therefore Ealing Council does not issue a licence for this market. The market is however monitored following Regulatory Services procedures and protocols.

9.3.2 Current situation

 Situated towards the entrance of Southall town centre, today it provides goods ranging from; fashion, fruit and vegetable, hot food, household items, electric items, new and second hand furniture. The majority of the site is not easily noticable from the busy High Street with only the entrance being visible.

 Part of the original site was recently sold to Ealing Council to enable the creation of a new public car park. The market area is able to accommodate 50 market pitches although the market is currently operating at half the capacity with 25 regular traders.

 The market runs on Wednesdays and Fridays from 7am-2pm and on Saturdays from 7am-5pm. The operator has stated that the market is currently making a loss and believes it is due to competition with High Street retail stores selling low priced clothing and other local markets including Hounslow Market and Western International Market.

 The market operator has a marketing plan however it appears the marketing channels used are not being used to full potential.

 The market has its own dedicated webpage on the VisitSouthall.com website. The market also features on the VisitLondon.com, LondonTown.com and TimeOut.com websites however it could benefit more from having more information listed.

 There is a dedicated Southall Horse Market Facebook page which provides interesting historical information and images of the market however more information on current market activities and offer, as well as a dedicated Twitter profile would also help to raise the profile of the market.

 The market is not currently popular enough as a destination market however, as part of the Southall Big Conversation; a request for a speciality market was put forth by the community of Southall. In response to this, Council Officers are in discussion with the market operator and University of West London on the formation of a three- way partnership to create a destination market for Southall.

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 Plans are to introduce a monthly Sunday market, at the current Southall Market site, offering local restaurant owners the opportunity to take up stalls selling a range of cuisines from different parts of Asia. Artisan goods will also be encouraged as well as performances by students of the university. The new market will aim to attract new visitors, support local businesses and support students/young entrepreneurs.

9.4 New markets in development

In addition to the existing markets that are already operating in the borough, there are plans progressing to set up two new markets.

9.4.1 Southall Monthly Market

In partnership with the Southall Market Operator, and the University of West London, council officers are developing a monthly destination market for Southall. Plans are to introduce the new monthly Sunday market, at the current Southall Market site, offering local restaurant owners the opportunity to take up stalls selling a range of cuisines from different parts of Asia. Artisan goods will also be encouraged as well as performances by students of the university. The new market will aim to attract new visitors, support local businesses and provide a platform for new businesses and support students/young entrepreneurs. As part of this project, additional work is also being undertaken to ensure that town centre retailers are correctly adhering to street trading rules and regulations - particularly in relation to operations in front of retail premises on private forecourts and public highway.

9.4.2 Greenford Community Market

Following the closure of the Greenford Pilot Market, feedback has shown there is still a strong desire for a market in Greenford. In response to this, council officers are assisting local residents with the set-up of a new monthly community market in Greenford town centre, in consultation with local businesses. The first market will be held in August 2014. The market will accommodate up to 30 stalls along The Broadway offering the following:

 Arts & Crafts  Plants, Flowers & Gardening  Community Groups/Associations  Clothes & Haberdashery  Specialist Goods (including collectables and other items not already available to buy in the town centre)

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10. Moving Forward: Opportunities & Recommendations

This section sets out the opportunities and recommendations arising from the research undertaken. It takes into account information and feedback obtained through a number of sources including: the public consultation and good practices learnt from NABMA and markets in and outside Ealing.

The opportunities and recommendations are categorised by common themes and specific recommendations for existing markets are also detailed.

Once the Ealing Markets Strategy has been formally adopted, the opportunities and recommendations will be used to inform an Implementation Plan to be delivered over the next 5 years (2014-19).

Theme Opportunities & Recommendations

10.1 Creating and maintaining an  Ensure market operators invest in quality attractive street scene stall structures and awnings and that these are easily maintained. The look and feel of the borough’s markets is an  Improve market promotion and branding: important element to ensure ensuring that market entrance points are they complement the appropriately signposted and where surrounding street scene and possible hanging banners at authorised work as successful retail and locations to promote trading days and leisure destinations. Stall special event/activities. structures should look attractive and be set out in such a way  Minimise clutter that the market is inviting to those passing through or  Consider options for loading and visiting the area. unloading, potentially reviewing parking restrictions during market opening times to support market traders, encourage more visitors and promote safe access for traders and visitors.

 Carry out regular quality control monitoring visits.

 Review current street cleaning regimes.

10.2 Business Support  Ensure there is training available for traders including: business planning; In order to help encourage marketing and promotions; customer quality and sustainable markets, service; and food safety and hygiene. and support the local economy, it is important to ensure  Provide incentives for entrepreneurs opportunities are available for

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new and existing traders. and new business start-ups which could include: reduced pitch rates; training packages and test trading opportunities.

 Work with local schools, colleges and other related organisations to encourage young entrepreneurship.

 Use pop-up shop opportunities to support and encourage traders to grow their businesses.

 Liaise with Planning Officers on the use of S106 funding to support market labour training programmes/initiatives

10.3 Marketing and promotion  Take part in campaigns such as NABMA’s ‘Love Your Local Market’. Develop a marketing and This is a marketing opportunity that may communication strategy to reach potential visitors from outside the promote street markets so that borough (regionally and nationally). they are well used and their value is widely recognised.  Introduce a ‘Favourite Stall Awards’ scheme.

 Identify more sites for banner advertising

 Develop a co-ordinated marketing, communications and branding strategy to more efficiently and effectively promote Ealing’s markets to residents, visitors and potential traders. The strategy could include and consider: o Market branding – individual and as a collective o Ensuring each market has a website o Ensuring Ealing Council’s website effectively promotes the markets o Effective use of social media channels, with Facebook and Twitter profiles for each market o Hold special events to keep the market vibrant and interesting to new and existing customers o Improved signage including entrance points to the markets o Campaigns such as ‘Meet your local trader’ and ‘Market trader of the

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year’ award scheme.

10.4 Waste and sustainability  Work with market operators to ensure market traders dispose of waste Promote street trading properly contribution to environmental sustainability.  Work with traders, market operators and Ealing’s recycling team to introduce and promote recycling at market areas

 Encourage sustainable transport modes for visitors: promoting ease of access by foot, bike or public transport and ensuring appropriate cycle facilities are within close proximity to each market.

 Encourage traders to reduce the use of plastic bags, food containers and utensils and distribute promotional cotton shopping bags.

10.5 Events and community  Develop a calendar of events for each interaction market

Markets have an important role  Encourage local businesses, residents in relation to social interaction and community groups to be involved in and community cohesion. markets and events

 Create spaces for shoppers to sit down, socialise and eat

 Explore the viability of introducing regular street performers at markets to create a more fun and vibrant shopping experience

 Encourage traders to offer interactive experiences for customers for example craft workshops and food samples.

10.6 Modernising the management  Use public consultation results to guide of Ealing’s Markets and support the improvement of Ealing’s existing markets and in the set- Modernising how Ealing’s up of new markets. markets are managed, introducing policies, procedures  Carry out costing’s by individual market and working practices to as a way of assessing the success of support thriving markets and each location and assign costs to each encourage entrepreneurship. location.

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 Establish a markets policy (draft attached as Annex 1) and procedures that will: o Ensure the markets enhance the shopping offer, mix and experience for residents and visitors whilst ensuring neighbouring businesses and the local environment is not negatively impacted on. o Set out the criteria and application process for operators applying for market licences (for ‘one off’, occasional and regular markets) o Set out the process for allocation of new markets o Introduce fees and charges to sufficiently cover Ealing Council’s costs in relation to issuing licences, utilities bills, street maintenance and officer monitoring. o Ensure that Market Operators that qualify for reduced or nil market licence fees (including utilities charges) provide clear financial records in order to justify the agreed subsidy.

10.7 Recommended actions for Ealing’s existing markets

10.7.1 Acton Market  Apply for the necessary planning consent to ensure operations are There are a number of opportunities compliant. that we can recommend to the Market Operator for improvement including:  Improve the look of the stalls/introduce new market stall structures with matching awnings  Investigate widening the market offer with more high quality specialist goods

 Address the wind vortex issue

 Improve marketing and publicity in particular using popular tourism websites and social media channels including Twitter and Facebook.

 Assess and take forward options to improve the financial viability of the

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market.

 Continue to deliver events that are successful.

 Develop and promote a calendar of events.

 Enhance the image at market entrances

 Introduce a regular social area with tables and chairs, children’s area and/or area for special events.

 Introduce/improve data capturing methods for direct marketing/emailing.

 Investigate and implement a system to reward and maintain loyal customers.

10.7.2 Ealing Farmers Market  Investigate feasibility of extending the market operating hours There are a number of opportunities that we can recommend to the Market  Review the market area cleaning regime Operator for improvement including:  Continue to deliver events that are

successful.

 Deliver new events that will attract groups not currently using the market.

 Identify new banner sites

 Improve marketing and publicity, in particular, through popular tourism websites.

 Enhance the image at market entrances

 Introduce a regular social area with tables and chairs, children's area and/or area for special events.

 Improve data capturing methods to expand the emailing list.

 Investigate and implement a system to reward and maintain loyal customers.

10.7.3 Southall Market  Take forward plans for a new ‘Southall

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There are a number of opportunities Destination Market’ that we can recommend to the Market  Strengthening the link of the market with Operator for improvements including: the High Street.

 Widening and improving the existing offer.

 Improve the look of the stalls/introduce new market stall structures with matching awnings

 Improve marketing and publicity, in particular, using popular tourism websites and social media channels including Twitter and Facebook.

 Enhance the image of the market entrance

 Create a destination market.

 Develop and promote a calendar of events.

 Attract new target groups to help increase footfall in the area.

 Introduce a regular social area with tables and chairs, children's area and/or area for special events.

 Introduce/improve data capturing methods for direct marketing/emailing.

 Investigate and implement a system to reward and maintain loyal customers.

10.8 Potential new markets  Investigate the viability of introducing new markets at some of the locations suggested through the public consultation exercise.

 Ensure proposals for new markets are discussed with neighbouring residents, businesses and community associations/groups and that views and interests are taken into account.

 Set-up new markets in accordance with Ealing Council’s procurement policies

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and procedures.

 Operate new markets under the Food Act 1984 (as amended)

 Ensure markets are set-up and maintained in accordance with the adopted Market Operations Policy.

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11. Background

11.1 Strategic Influences

11.1.1 The National Context

Policy/Research Key points

The Markets Policy Framework Identifies that successful markets contribute to the 2007, produced by the Retail social, environmental and economic well-being of Markets Alliance: the nation, by:

 Providing a sense of place  Being part of the nation’s cultural heritage  Remaining an important element of the economy, particularly in relation to independent retailing, local employment and business start-up opportunities.  Offering local access to fresh produce and other commodities  Reducing environmental impacts e.g. by eliminating excessive packaging/waste.

The Policy Framework also identified five key policy areas that markets can contribute to:

 Regeneration/economy  Food & health  Culture & tourism  Community cohesion  Environment

Research carried out by the Looked at a number of economic indicators for National Association of British markets – the number of markets, the number of Market Authorities (NABMA) market traders, the number of people employed of and the World Union of markets and the economic (business) turnover of Wholesale markets (WUWM) in the markets per annum. The data captured 2008: demonstrates that Markets are a significant industry across the EU – in total there are 25,000 markets, providing employment for 1,000,000 people and creating a gross annual turnover of £35 Billion €.

The Joseph Rowntree It concluded that: “Markets were important sites of Foundation published research social interaction for all groups in the community, but in 2006 on ‘Markets as social most significantly for older people, especially spaces’: women. Markets also represent important social spaces for mothers with young children, young people, and families with children, particularly at

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weekends.”

It also concluded that: “where markets are managed by local authorities, good local management and a strategic vision by the council could help with their development. It was evident from the research, however, that some markets do not have a high profile or significant resourcing from the councils.”

11.1.2 The Regional Context

Policy/Research Key points

The London Plan States that future town centre planning should include an assessment of the significant role existing and new street markets play within the retail offer and contribute to the success of town centres.

Regional food strategies Emphasise the key role food markets play in London’s food system and the key role they play in promoting a healthy and more sustainable food chain in the capital. Street markets have a major role in providing access to local, healthy affordable food to those on low incomes. This is particularly important in areas of greatest deprivation They note that much more could be done at a regional level to invest in the promotion and development of key retail markets in London.

The London Assembly’s This report paints a mixed picture of the prospects Economic Development, for the capital’s street markets and calls for urgent Culture, Sport and Tourism action to protect and promote them. The report was Committee scrutiny review on the outcome of the first comprehensive survey of its London’s Street Markets kind of London’s markets. Spanning the past (January 2008): decade, it revealed that while some markets are flourishing, others, many of which have been at the heart of local communities for generations, are in serious decline.

The report goes on to say that some borough- managed street markets are fighting an ongoing battle with dwindling sales, competition from supermarkets and escalating rents; some have already been forced to close. The investigation shows seventeen markets are smaller than they were ten years ago, fifteen have been lost altogether, and only seven have expanded. Empty pitches are a serious threat to the survival of some

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markets, with the proportion of markets with empty pitches up from 38 per cent in 1997 to 48 per cent in 2007. In light of the problems facing many of London’s markets, the report makes a number of recommendations for urgent action involving the Mayor of London, the Greater London Authority, the London Development Agency, Visit London, and the boroughs.

The House of Commons CLG Covered a range of issues across the country, but in Select Committee Report issues affecting London, supported the need for entitled - Market Failure– Can change in regulation of London’s Markets, and traditional Markets Survive asked the CLG to lead on this discussion. (published in July 2009): It further recommended that Councils should review their market management structures to provide the best organisation for them that should consider the wider economic benefits of markets giving due weight to both the public and private alternatives on offer.

The review also supported the growth of Farmers Markets and stated that the biggest issues facing London’s Markets were finance and management.

11.1.3 The Local Context

Policy/Research Key points

Ealing Community Strategy The Markets Strategy will help to achieve a number 2006-2016 (refresh 2011) of the Ealing Community Strategy objectives and priorities, including:

 Promoting active lifestyles, including greater use of the borough’s parks and leisure facilities and greater use of sustainable transport (Health).  Reducing the rate and concerns about anti- social behaviour (Safety)  Increasing employment levels by working with businesses and partners to increase local training and employment opportunities (Prosperity)  Supporting the development of small and medium sized enterprises including social enterprises (Prosperity).

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 Continuing to work to revitalise Ealing’s town centres (Prosperity)  Supporting and promoting the borough’s leisure and cultural offerings (High quality of life).  Promoting Ealing as an attractive borough to live and work, through providing clean and green neighbourhoods and affordable places to live (High quality of life).  Promoting community cohesion to increase the number of people who believe people from different ethnic backgrounds get on well together (High quality of life).  Supporting residents to make ‘green’ lifestyle choices (High quality of life).

Ealing’s Local Plan (previously The Development (or Core) Strategy (DPD) known as the Local contained within the Local Plan sets out the overall Development Framework (LDF)) vision of how Ealing will change and develop up to recently adopted in December 2026. The Markets Strategy is consistent with the 2013: policies set out in the DPD, in particular with:

Chapter 1: Vision for Ealing 2026 Policy 1.1: Spatial Vision for Ealing 2026

Chapter 2: Development in the Uxbridge Road / Crossrail Corridor Policy 2.2: Revitalising Acton Town Centre Policy 2.5: Revitalising Ealing Metropolitan Town Centre Policy 2.7: Enhance and consolidate Hanwell Town Centre Policy 2.8: Revitalise Southall Town Centre

Chapter 3: Development in the A40 Corridor and Park Royal Policy 3.4: Southern Gateway, Park Royal Policy 3.5: Enhance and consolidate Greenford Town Centre Policy 3.7: Neighbourhood Shopping Centres at East Acton, Park Royal, Perivale and Northolt

Chapter 4: Enhancing Residential Hinterland and North-South Links Policy 4.1: Enhance Residential Hinterlands [neighbourhood centres]

Chapter 5: Protecting and Enhancing Ealing’s Green and Open Spaces

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Policy 5.5: Promoting Parks, Local Green Space and Addressing Deficiency

Chapter 6: Ensuring Sustainable Delivery Policy 6.2: Social Infrastructure [culture, sport and leisure] Policy 6.3: Green Infrastructure [open space]

11.2 Legal Framework – Food Act v London Legislation

A basic summary of some of the differences between the provisions of the London Local Authorities Act 1990 (as amended) and the Food Act 1984 are illustrated in the following table:

SUBJECT MATTER FOOD ACT LONDON LEGISLATION Power to operate a This Act gives specific powers The London legislation is market to local authorities (including essentially concerned with London Boroughs) to establish street trading and while the and run markets within the street trading can result in the Borough. The Council will be appearance of a market, it will required to pass a resolution not be a market with market confirming that the Borough’s rights and benefits. The markets will be established London legislation sets out the and run in accordance with this rules and regulations for Act. The Council will be free licensing and trading so there to create its own markets is little scope for Councils to policy and its own market create a “market policy”. byelaws Licences are granted to individuals. Markets, as well Local authorities are required as street trading, can be run to maintain an up-to-date under this legislation but there statement setting out the is not the scope for the Council powers relating to each market to create its own market policy under its control. and byelaws.

Local authorities are able to As the London legislation deals control or license other essentially with street trading it markets held within 62/3 miles does not carry with it the of its market(s). This is an market rights that have important issue for many local evolved over the years. As a authorities and has resulted in result, for example, it does not many being able to control the include legislation controlling number and quality of car boot car boot sales although there sales and other markets in is legislation dealing with

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their area. occasional sales so there is some degree of control.

Letting The Food Act enables a local The London legislation arrangements authority or other operator prescribes the letting licensed by the local authority arrangements so that a licence to determine its own letting is granted to a street trader as arrangements which can vary prescribed under the Act. depending on local There is not the scope for the circumstances. Council to either employ an operator to manage the market or to grant a licence to a third party to run the market on behalf of the Council in accordance with the Council’s markets policy.

Charges The Food Act enables local The London legislation authorities to fix their own provides that charges must charges and these can be reflect the cost of providing the determined depending on a service with legislation setting range of different out what might be included in circumstances. Local the charges implemented. authorities are entitled to charge a commercial rate if appropriate.

Location The Food Act provides for the The London legislation enables establishment of the market streets to be designated where but it is necessary before the trading can take place. Once a market can be set up for other street has been designated legal requirements to be met. there is no need for any further This means that any highway action to be taken so the or planning issues need to be highways and planning resolved before the market can requirements do not apply be established. This can lead here. to difficulties particularly where there are likely to be objectors.

Regulation of The Food Act contains a series The London legislation markets of provisions enabling local prescribes the way in which authorities to fix the dates of the regulation of street trading the market, the hours when the will be organised by providing market will operate, and specific provisions within the enables bye laws and detailed legislation. London regulations to be created. All Boroughs cannot opt out of the these provisions are subject to regulations.

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local determination enabling local authorities to adapt to their own requirements.

Traders' rights The Food Act does not contain The London legislation sets out any specific provisions relating specifically the rights of traders to traders' rights. These need who are licensed under the to be introduced separately by legislation. It lays down the local authorities. They are procedure that has to be normally introduced by way of followed. Each trader is disciplinary procedures akin to individually licensed. The the procedures followed by London legislation gives local authorities when traders significant protection disciplining staff. and overcoming this protection is likely to be one of the main obstacles in a transition to the Food Act. Rating A market created under the Street trading does not Food Act 1984 has the currently attract rating liability. potential for rating liability and Although there are some street therefore the payment of trading pitches in London that business rates. This can be have rating liability, these are part of the charge paid by the normally cabins or display traders but it does have the units. It is unlikely that street capacity to increase the overall trading pitches in Ealing would cost of providing a market. attract rating liability. Overall The Food Act enables local The London legislation is authorities to have more local essentially concerned with control and gives them the street trading and not markets right to control other markets and has limitations with regard and car boot sales within 62/3 to the charging regime and miles. Additionally, it enables also limits licensing by local authorities to fix charges preventing the responsibility and to make a profit and that being transferred to a private profit can be used for any operator or third party. purpose. The Act also enables local authorities to pass control The benefits reside in of the market to a third party, designating streets for trading subject to that third party purposes and also having entering into a licence with the prescribed procedures in terms Local Authority. The Local of how trading operates. Authority can therefore decide how much control it wants to retain if it engages a private operator to run 1 market within the Borough or all the markets within the Borough

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11.3 Results of Market Consultation

11.3.1 Residents Surveys

A total of 479 residents surveys were completed.

Key findings of the survey:

Markets visited

 Most residents have visited markets in the borough (81%)

o 38% regularly visit Ealing Farmers Market

o 35% regularly visited West Ealing Craft Market

o 14% regularly visit Acton Market

o Very few visit Southall Market – 88% do not visit this market

How much is spent?

 On average, when visiting markets in Ealing:

o 24.5% of residents spend under £5 per visit

o 32.5% of residents spend approximately £5-£10 per visit

o 30% of residents spend approximately £10-£20 per visit

o 12.9% of residents spend over £20 per visit

Travel

 Most of the residents surveyed either walk or take a bus to visit markets. 29% of farmers’ market visitors travel by car/van, very few travel by train (1%).

 A high proportion of residents questioned, who visit Ealing Farmers Market (48%) said this is their main reason for visiting the area.

What is liked about each market?

 Ealing Farmers Market is most regarded for its high quality goods, good customer service, specialist goods and the overall market environment.

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 West Ealing Craft Market was most regarded for its specialist goods, attractive stalls and the overall market environment.

 Both Acton Market and Southall Market are most regarded for their value/discount goods and overall market environment.

What would encourage you to visit markets more often?

 Different opening times – for Ealing Farmers Market and West Ealing Craft Market

 More high quality goods – for Acton Market and West Ealing Craft Market

 More market events and activities – for Southall Market

Residents who do not visit markets in Ealing:

 ‘What would make you visit a regular street market?’

o Top responses were ‘More high quality goods’ (22%) followed by ‘More specialist goods’ (18%).

 ‘Anything else?’ top responses were:

o Convenient location

o Better marketing/knowing about the markets

o Easier parking

Do you visit other markets outside of Ealing?

 61% of residents stated that they visit markets outside of Ealing. The most popular are:

o Borough Market

o Markets in other UK towns/cities

o Portobello Road

o Spitalfields

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Preferred market types

 The most popular types of markets preferred are:

 Speciality Food - farmers/local produce (22.6%)

 Arts & Crafts (12.2%)

 Cooked / Street Food (11.9%)

 Artisan / Farmers/Craft combination (6.7%)

 Vintage/Collectables/Jewellery/Bric-a-Brac (5.9%)

 Delicatessen (5.9%)

 Antique/Flea Markets (5.6%)

 Speciality Food – Continental/International (5.6%)

 General/High Quality/Mixed Goods (5.6%)

Ideas for new markets?

 When asked for ideas for a new market locations:

 58% of the suggestions were for locations in Ealing Broadway.

 The most popular being: Ealing Green, Ealing Broadway Shopping Centre and Haven Green.

In summary, it would appear there is a clear appetite for high quality goods and specialist markets in Ealing, such as farmers markets, arts and crafts and vintage markets, as it appears these are the types of markets most residents appreciate.

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11.3.2 Market Visitors Surveys

A total of 277 visitor surveys were completed.

Key findings of the survey:

Market visited

o 28.9% were visiting Ealing Farmers Market

o 11.2% were visiting West Ealing Craft Market

o 28.2% were visiting Acton Market

o 31.8% were visiting Southall Market

How much is spent?

 On average, when visiting markets in Ealing:

o 12% of market visitors spend under £5 per visit

o 35.3% of market visitors spend approximately £5-£10 per visit

o 29.1% of market visitors spend approximately £10-£20 per visit

o 27.9% of market visitors spend over £20 per visit

Travel

 Most of the residents surveyed either take a bus (46.3%) or walk (36.6%) to visit markets. 12.8% of market visitors travel by car/van, very few travel by train (1.2%).

 A high proportion of market visitors questioned (47.1%) said this was their main reason for visiting the area.

What is liked about the market?

 Most market visitors (37.8%) like value/discount goods.

 29% of market visitors like high quality goods.

 22.8% of market visitors like specialist goods.

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What would encourage you to visit markets more often?

 Most market visitors would prefer more value/discount goods (36.3%)

 16% of market visitors would prefer more attractive stalls

 14.1% of market visitors would prefer more specialist goods

In summary, it would appear that there is more demand for value/discount goods amongst those market visitors surveyed. There is also a demand for high quality goods, specialist goods and an attractive environment.

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11.3.2 Town Centre Visitor Surveys

A total of 596 town centre visitor surveys were completed.

Key findings of the survey:

Town centre visited

o 27% were visiting Ealing Town Centre

o 16.1% were visiting Acton Town Centre

o 10.7% were visiting Greenford Town Centre

o 9.9% were visiting Northolt Town Centre

o 9.7% were visiting Southall Town Centre

o 9.6% were visiting Hanwell Town Centre

o 8.6% were visiting West Ealing, The Broadway

o 8.4% were visiting Perivale District Shopping Centre

Markets visited

o 41.2% regularly visit Acton Market

o 28.9% regularly visit West Ealing Craft Market

o 25.3% regularly visit Southall Market

o 22.4% regularly visit Ealing Farmers Market

How much is spent?

 On average, when visiting markets in Ealing:

o 6.5% of town centre visitors spend under £5 per visit

o 29.7% of town centre visitors spend approximately £5-£10 per visit

o 33.6% of town centre visitors spend approximately £10-£20 per visit

o 30.1% of market visitors spend over £20 per visit

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Travel

 Most of the town centre visitors surveyed usually take a bus (52.8%) to visit markets. 22% travel by car/van, 18.5% walk and 2.2% travel by train.

 A high proportion of town centre visitors questioned (47.1%) said this was their main reason for visiting the area.

What would encourage you to visit markets more often?

 Most town centre visitors would prefer more value/discount goods (25.3%)

 21.4% of town centre visitors would prefer more attractive stalls

 21% of town centre visitors would prefer more specialist goods

Anything else?

 22.6% would be more likely to visit if there was more variety/better selection of stalls.

 19.4% would be more likely to visit if there were cheaper prices/more discounts/multi-buy offers.

 11.3% would be more likely to visit if markets were bigger/more traders; more local/organic produce; and more high quality/specialist food stalls.

In summary, it would appear similarly to market visitors surveyed, there is more demand for value/discount goods amongst those town centre visitors surveyed. There is also a demand for more attractive stalls, specialist goods and organic/locally produced/high quality food stalls.

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11.3.4 Market Traders

A total of 14 market traders responded to the consultation (approximately 23% of all current traders)

 57% trade at Acton Market

 21% trade at Ealing Farmers Market

 7% traded at West Ealing Craft Market

 15% trade at Southall Market

Key findings of the survey:

 Most are sole traders (80%) and over half have been trading for less than one year (55%)

 Most had heard about the market through a friend or from living locally and applied to the market operator direct for a position at the market.

 Less than 20% trade at other markets (Brent Cross, W7 Emporium, Hanwell and West Hampstead Farmers Market)

 90% of traders did not receive any support to start up their business.

 On the whole, most traders were either neutral or satisfied with the market they operate from, although 36% said they were dissatisfied with the appearance of the market (50% of Acton Market trader respondents).

 When asked: ‘Which elements of the market could be improved?’, most traders stated ‘Local parking/transport’ (70%), ‘Perception of area’, ‘Physical appearance of High Street’ and ‘Number of people visiting the area’ (57%).

 Most traders have experienced no change in business performance in the last 3 years in terms of employment, profit, turnover and footfall. However an encouraging 43% have experienced a positive change in their profit.

 Over 50% of businesses would be interested in operating their business in a retail premises either on a temporary ‘pop-up shop’ basis or on a long-lease.

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11.3.5 Suggested sites for new markets

Suggested public sites Suggested private sites Ealing Broadway Outside Ealing Town Hall Ealing Broadway Shopping Centre Longfield Avenue Oak Road (near bronze horse) Ealing Green Dickens Yard Haven Green Old Cinema site (while waiting for Springbridge Road car park development) Ealing Town Hall car park Christchurch forecourt Walpole Park BBC car park near Haven Green Outside Ealing Film Studios Car park behind High Street ‘Arcadia’ redevelopment area

West Ealing Dean Gardens

South Ealing/Northfields Northfields Avenue, outside Lammas Wickes car park Park

North Ealing Outside North Ealing tube station Westgate Hanger Lane

Acton Acton Park Outside North Acton tube station Gunnersbury Park

Hanwell By clock tower Outside Lidl Outside Hanwell Station Local school playground St Georges car park Outside St Mellitus Church

Southall Southall Broadway Old Southall Near Southall Station

Greenford Greenford Broadway Westway Shopping Centre Oldfield Recreation Ground

Northolt Northolt Village Islip Manor Park

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Perivale Horsenden Hill

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11.4 Defunct Markets

11.4.1 West Ealing Craft Market

Type: Arts and crafts market Frequency/days: First Saturday of every month (April-Dec) Times: 10am-4pm Management arrangement: Licenced to community organisation / non- profit Site area: 382sqm Number of pitches: 20 Average number of traders: 16 Current charges: £15 single pitch / £25 double pitch

 West Ealing Neighbours were granted permission to deliver a pilot Craft Market in April 2012. The concept was developed due to the success of the annual Arts and Crafts Market that is held at St James Church in West Ealing.

 The Council provided a grant of £5,000, of which West Ealing Neighbours received £3,270 as the Council paid for the lamppost banners and some other publicity, and £500 was awarded from the Walpole Ward Forum.

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 The market made a small loss initially due to the cost of buying PA equipment for the music and spare parts for the gazebos. Also, 8 stolen tables had to be replaced.

 The Market Operator’s time in organising and overseeing the market was voluntary. One of the craft market traders took over the management of the market and while initially this proved effective, unfortunately the market was not able to become financially sustainable.

 The main issue was lack of footfall. A number of ideas were introduced to attract more people to St James Avenue, including banners and festival style flags. It was also hoped that the new Morrison’s supermarket, adjacent to the market site, would help to generate extra footfall however unfortunately this did not happen.

 One of the points highlighted through the public consultation was that many residents and town centre visitors were not aware of the market or the days that it operated.

 Consultation also highlighted that although the market offer was good and the arrangement created a ‘lovely village atmosphere’ some visitors found the market to be too small and therefore the offer was not as vast or varied as it could have been - a larger market may have been able draw more customers.

 West Ealing Neighbours had a dedicated page for the market on their website and a Facebook page to promote market events and activities however due to volunteer organiser’s time constraints these were not actively used.

 West Ealing Neighbours concluded in March 2014 that they were unable to make the craft market work in St James Avenue. They did however suggest that new eyes and a different approach may work and suggested that the new Business Improvement District Company may like to think about this.

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11.4.2 Greenford Pilot Market

Type: General street market Frequency/days: Every Monday and Thursday Times: 9am-5pm Management arrangement: Licenced to private operator Number of pitches: 20 Average number of traders: 16 Current charges: £30 per 4m x 2m pitch

 Greenford Pilot Market was introduced and funded with £14,000 secured through a competitive bidding round to the Mayors Outer London Fund (OLF) and set up along with other complementary projects to help revitalise and increase footfall in Greenford.

 The market was launched on 15th March 2012 with 20 stalls trading on Mondays and Thursdays on Greenford Broadway. Temporary planning permission was granted to Saunders Markets Ltd (subject to conditions) for 12 months.

 Council Officers received a number of complaints and objections to the market, mainly from local businesses. Key concerns included: o market traders selling goods in direct competition with local retail businesses; o poor quality goods; and o unattractive, poor quality stall structures

 Regeneris Consulting was commissioned in January 2013 to undertake an independent evaluation of the Greenford Pilot Market Project. Their

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evaluation report summarised the performance and achievements of the market and provided recommendations regarding the future operation of the market.

 Having considered the evaluation findings and recommendations, The Leader of the Council and Portfolio Holder for Regeneration made the decision not to renew the license to Saunders Market. The market ceased trading on 23rd May 2013.

 The stallholders of Greenford Market were offered other sites managed by Saunders Markets Ltd. Many are now operating from Hounslow Market.

 Plans to take forward a new community-led market are now being explored with local businesses and the local community.

11.5 Designated Sites

Ealing currently has 42 designated street trading sites and of these 16 are currently in active use.

The means by which designated sites are created is set out in the London Local Authorities Act 1990 as amended.

Many of the designated site locations have been in existence for a considerable time. In the intervening years many have become less favourable to traders due to changes in road layout, introduction of parking restrictions, competition from other forms of retail outlet or changes in consumer demand and shopping trends.

Of those designated sites still in use most have been held by the same person, or retained within the same family under the rights of succession provisions, for many years where they do become available for re-letting the existing licence holder is likely to have given up due to the changes outlined above.

Some designated sites traders’ businesses are sustainable however do not generate enough profit to be able to invest in quality stall equipment and awnings. Over time, some stalls do not look as attractive as they may well have done in the past and as a result the Council has received feedback and requests from local businesses, in particular in Ealing Town Centre, to address this.

In recent years it has become increasingly difficult to re-let unused designated sites due to access and parking issues. Designated sites can also be un- popular with established retail shop premises. The most popular form of business which prospective traders wish to offer involves catering and whilst niche products have a role to play in encouraging a diverse offering there is a risk of a proliferation of the ubiquitous Berger Vans. Difficulties also arise

56/57 The Ealing Council Markets Strategy 2014-19 surrounding the parking of heavy trailers on the footway together with issues surrounding parking and loading restrictions.

It may be beneficial to investigate viability of concentrating designated sites together, as in the case of Melbourne Avenue West Ealing to form small markets. Such a concentration enables more effective management of the sites as well as bringing about greater uniformity in the appearance of stalls.

It may also be of benefit to investigate the viability of designating streets for trading as an alternative to several individual sites, particularly in town centre locations, to allow great flexibility with changing streetscape layouts.

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