The Council Markets Strategy 2014 (draft)

The Ealing Council Markets Strategy 2014 (draft)

Prepared by Andrea Laffey, LBE Economic Regeneration Project Manager

Contents

1. Introduction 1.1 Background 1.2 Scope 1.3 Definitions 1.4 Policy Framework

2. Strategy Aims & Objectives

3. Strategy Process 3.1 Desk Study 3.2 Site Audits 3.3 Public Consultation

4. Results of Markets Consultation 4.1 Residents Surveys 4.2 Town Centre Visitor Surveys

5. Ealing’s Markets Today 5.1 Acton Market 5.2 Ealing Farmers Market 5.3 Craft Market 5.4 Market 5.5 Designated sites 5.6 Management of markets

6. Moving Forward: Opportunities & Recommendations 6.1 Creating and maintaining an attractive street scene 6.2 Business support 6.3 Marketing and promotion 6.4 Waste and sustainability 6.5 Events and community interaction 6.6 Modernising the management of Ealing’s Markets 6.7 Recommended actions for Ealing’s existing markets 6.8 Designated sites 6.9 Potential new markets – sites and types

Appendix 1A: Ealing Council Draft Market Operations Policy Appendix 1B: Ealing Council’s precedent market licence template and monitoring schedule (for regular markets)

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1. Introduction

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.”

1.1 Background

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.

There are approximately 160 markets in 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.

There are four markets currently in operation in Ealing with an overall total of approximately 80 traders as well as 16 traders located at individual designated street trading sites across the borough.

The markets were set up on an ad hoc basis and, with the exception of Southall Market, operate on public highway. The Council has a duty to maintain the highway and in some cases, no costs are recovered from market operators for the use of land and associated monitoring and maintenance costs. Some markets also appear to be more viable and successful than others, based on information provided.

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.

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1.2 Scope

This strategy 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. It is intended to propose practical recommendations to improve Ealing’s existing markets and as a policy document for markets in all public places within the .

The policy (attached as Appendix 1A) may also be used as a reference document when assessing Development Applications for market operations proposed for Private Property.

1.3 Definitions

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.’

We therefore define a market as five or more stalls or pitches where items are sold. This includes stalls that are held as part of events and fairs.

The term market includes charity markets, antique and craft markets, farmers’ markets, night markets, car boot sales and general markets.

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

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

3/35 The Ealing Council Markets Strategy 2014 (draft) on a case-by-case basis through the ‘Temporary Event Notice’ or other appropriate event licencing policy and procedures.

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.

1.4 Policy Framework

National Context

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

Responsibility for markets at national level is spread across a number of departments. This fragmented responsibility means there is no overarching holistic approach to markets nationally with a number of policies and initiatives

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across several departments that impact on markets but do not realise the full potential of retail markets to contribute to national objectives.

The Government’s Planning Policy Statement 6 (PPS6) states that “Street and covered markets (including farmers’ markets) can make a valuable contribution to local choice and diversity in shopping as well as the vitality of town centres and to the rural economy. As an integral part of the vision for their town centres, local authorities should seek to retain and enhance existing markets and, where appropriate, re-introduce or create new ones. Local Authorities should ensure that their markets remain attractive and competitive by investing in their improvement.”

In July 2008, the Cabinet Office published Food Matters – Towards a strategy for the 21st Century. It states: “Street markets can be an important source of affordable, good quality food including fresh fruit and vegetables. They can be significantly cheaper than supermarkets and so provide access to good– quality fresh food to those on low incomes.” It also states: “The success of farmers’ and specialist markets and large revitalised city markets provide models for greater local engagement with fresh, affordable food and highlight an opportunity to modernise or develop new food markets. Cities and towns can, through their planning and food strategies, support farmers’ markets and traditional street markets by:

• Identifying sites for markets, especially sites with good links to local transport infrastructure; • Promoting markets and access, and challenging restrictions that limit signage for shoppers about opening times, and • Looking at easing parking restrictions near markets to increase access.

Research carried out by the National Association of British Market Authorities (NABMA) and the World Union of Wholesale markets (WUWM) in 2008, looked at a number of economic indicators for market – the number of markets, the number of market traders, the number of people employed of markets and the economic (business) turnover of the markets per annum. This is summarised below for a number of EU States:

State No. Population No. No. Gross markets (Million) traders employed turnover (Billion € p.a.) France 4,900 63.8 50,000 20,000 4.75 Germany 3,000 82.2 50,000 150,000 4 Ireland 750 4.2 15,000 20,000 0.89 Netherlands 1,000 16.4 24,000 45,500 3.1 Spain 1,300 45.1 75,000 278,000 5 UK 1,200 60.6 46,000 46,000 1.38 Totals 12,150 272.3 261,000 559,500 19

Extrapolating the data for the whole of the EU produced the following:

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EU Total No. Population No. No. Gross markets (Million) traders employed turnover (Billion € p.a.) 25,000 495.5 400,000 1,000,000 35

Markets are a significant industry across the EU.

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

Regional context

The London Plan provides the regional planning policy context for Ealing. The strategy and its sub-regional development frameworks set out more detailed requirements for spatial development and support for town centres. 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.

Previous regional food strategies have emphasised 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.

Street markets can also make a contribution to environmental sustainability policies by encouraging walking and green travel options, minimising packaging, promoting local produce, reducing food miles and recycling, reducing and reusing waste.

In January 2008 the London Assembly’s Economic Development, Culture, Sport and Tourism Committee published a scrutiny review on London’s Street Markets. This report paints a mixed picture of the prospects for the capital’s street markets and calls for urgent action to protect and promote them. The report was the outcome of the first comprehensive survey of its kind of London’s markets. Spanning the past decade, it revealed that while some

6/35 The Ealing Council Markets Strategy 2014 (draft) 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 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 Select Committee Report entitled - Market Failure– Can traditional Markets Survive was published in July 2009. The review covered a range of issues across the country, but in issues affecting London, supported the need for change in regulation of London’s Markets, and asked the CLG to lead on this discussion.

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.

Local context

Ealing Community Strategy 2006-2016 (refresh 2011) sets out how the Local Strategic Partnership will tackle the challenges and maximise the opportunities in Ealing and achieve the following vision:

“Ealing will be a borough of opportunity, where people enjoy living in clean, green and cohesive neighbourhoods, as part of a community where they are able to be safe, healthy and prosperous.”

It is an important document that guides the work of all statutory agencies in the borough, as well as partners in the public, private and voluntary sectors. It takes account of trends emerging in the borough and in London more generally, and followed an extensive consultation process that involved local service providers and the wider community.

Four key priorities have been set to achieve the vision: • Health: Improve public health and support those with specific needs to achieve well-being and independence. • Safety: Work with communities to ensure that everyone is safe and has the support they need.

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• Prosperity: Secure Ealing as a place where people are able, and want, to live and work. • High quality of life: Make Ealing a place where people enjoy a high quality of life.

Within each of these priorities objectives have been agreed setting out the key areas of focus to improve Ealing and achieve the vision. The Markets Strategy will help to achieve a number of these objectives, 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). • 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).

The Ealing Community Strategy and Ealing Markets Strategy also links with the Council’s four-year Corporate Plan which sets out clear objectives under 5 top priorities based on things that residents and services users have told the Council they want prioritised. These are to:

• Make Ealing Safer • Secure our Public Services • Secure Jobs and Homes • Make Ealing Cleaner • Deliver Value for Money

Ealing’s Local Plan (previously known as the Local Development Framework (LDF)) was recently adopted in December 2013 and is a collection of documents that provide the planning policy framework for all land use and development in Ealing up to 2026. The plan contains policies used to determine planning permission, is in conformity with the London Plan, and supersedes previous policies contained in the Unitary Development Plan (UDP).

The Development (or Core) Strategy (DPD) contained within the Local Plan sets out the overall vision of how Ealing will change and develop up to 2026.

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The Markets Strategy is consistent with the 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 Town Centre Policy 2.8: Revitalise Southall Town Centre

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

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 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]

Legal Framework

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

Markets arising from franchise (e.g. charter markets) or statute 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 (6.66 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 Strategy aims to move towards organising markets in Ealing in a more structured way.

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The street trading legislation is already well known and is 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 as amended (“The 1984 Act” 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.

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.

The street trading legislation in London provides a framework for determining applications. There is no reason why a London Borough like Ealing cannot develop additional policies in respect of street trading to deal with matters such as quality provided that any policies do not conflict with the legislation. The same position applies equally in respect of markets.

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2. Strategy Aims & Objectives

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.

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.

e) Present the final Ealing Markets Strategy to Full Council for approval and adoption following consideration by Regulatory Committee and Cabinet.

f) Once approved, Council Officers will then work with existing market operators on a way forward with the implementation of recommendations for improvement; and based on research, recommendations and parameters set out in the Markets Strategy, invite market operators and local groups to make proposals on the set- up of new markets.

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3. 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:

3.1 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 in West London.

3.2 Site Audits

This element took a snapshot of the operations of Ealing’s existing markets and looked at potential sites for new markets.

For Ealing’s existing markets a Market Monitoring Plan was used that has been devised to measure the performance of markets licenced by Ealing Council (the plan is a schedule that is attached to the licence agreements with market operators). 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

For potential new sites, an assessment form was used to ascertain the viability of various locations in terms of size, location, accessibility and health and safety.

3.3 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 is important to gain an understanding of Ealing’s shoppers, visitors and residents 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.

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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.

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 the 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 on 13 January 2014 and will close on 4 February 2014.

At the time of preparing this first version of the Ealing Markets Strategy, data from the surveys were still in the process of being collected and analysed. Therefore sections of the strategy will be updated and as a result some of the recommendations and opportunities in draft Section 6 will be revised

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4. Results of Market Consultation

4.1 Residents Surveys

Of the completed residents’ surveys (453 respondents):

• 83% have visited markets in the borough

• When visiting markets in Ealing, most residents spend approximately £5-£10 per visit

• Most of the residents surveyed either walk or take a bus to visit markets. 30% of farmers market visitors travel by car/van, very few travel by train (1%).

• Most of the residents surveyed are visitors of Ealing Farmers Market (93%) and West Ealing Craft Market (49%). 28% of respondents are visitors of Acton Market and 7% visit Southall Market.

• A high proportion of residents questioned, who visit Ealing Farmers Market (48%) and West Ealing Craft Market (27%), said that this is their main reason for visiting the area.

• Ealing Farmers Market is highly regarded for high quality goods, as a specialist market, with good customer service and attractive stalls.

• West Ealing Craft Market is most highly regarded for its specialist goods and attractive stalls.

• Acton Market is most highly regarded for its value/discount goods and good customer service.

• Southall Market is highly regarded for its value/discount goods and overall market environment.

• When asked for one thing that would encourage residents to visit markets more often, most respondents said:

o Different opening times – for Ealing Farmers Market and West Ealing Craft Market o More high quality goods – for Acton Market and West Ealing Craft Market o More market events and activities – for Southall Market

Other responses included:

o More stalls o Greater variety of goods o Better parking

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o Better publicity/advertising o Other locations/easier access o Cafes in markets o Information in advance on who is trading and when o More frequent markets o A more fun and lively environment

• Residents who do not visit markets in Ealing were asked ‘What would make you visit a regular street market?’, and the top response was ‘More high quality goods’ (21%) followed by ‘More specialist goods’ (17%). Other responses included:

o More attractive stalls o More good value/discount goods o Markets located closer to where they live o Longer opening hours (Ealing Farmers Market) o More publicity o Disabled parking

• 54% of respondents also stated that they visit markets outside of Ealing. The most popular include:

o Borough Market (23%) o Portobello Road (11%) o Markets outside of the UK (most popular in France) (11%) o Spitalfields (8%) o Camden (7%) o (4%) o Southbank (4%) o Hammersmith (4%) o Duck Pond Market (Ruislip) (4%)

• 5 of the residents surveyed (5%) said they are interested in becoming a market trader and have provided contact details for more information.

In summary, it would appear that there is clearly an 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.

4.3 Town Centre Visitor Surveys

Of the completed town centre visitor surveys:

• 56% of respondents have visited markets in the borough

• Most market visitors spend £5-£10 per visit

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• Most of the visitors surveyed walk or take a bus to visit markets, very few travel by train.

• A high proportion of the town centre visitors who visit Ealing Farmers Market (58%) and Acton Market (56%) said that this is their main reason for visiting the area.

• The top things most liked about each market are highlighted in the following table:

Market Top things most liked Ealing Farmers Market: 1. Value/discount goods; 2. High quality goods; and 3. Good customer service West Ealing Craft Market: 1. Value/discount goods; 2. High quality goods; and 3. Whole market environment. Acton Market: 1. Value/discount goods; 2. Good customer service; and 3. High quality goods. Southall Market: 1. Value/discount goods; 2. Whole market environment; and 3. Opening times

• When asked for one thing that would encourage visitors to visit the markets more often, most respondents said they didn’t know/couldn’t say.

• Town centre visitors that do not visit markets in Ealing were asked ‘What would make you visit a regular street market?’, the top responses included:

1. Good value/discount goods (36%) 2. High quality goods (30%) 3. More attractive stalls (24%) 4. Good customer service (24%)

Only 6% of town centre visitors that do not visit markets in Ealing responded to this question with ‘Nothing, I do not wish to visit a street market’.

• 15 of the town centre visitors surveyed (6%) said they are interested in becoming a market trader and have provided contact details for more information.

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In summary, similar to the results from residents, it would appear that there is also an appetite for high quality goods and specialist markets with town centre visitors, however they are also more keen to visit a market that offers good value/discount goods.

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5. Ealing’s Markets Today: The Findings

5.1. Acton Market

Acton Market (photo above) – map highlighting designated market area (below)

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Acton Market

Type: General market Frequency/days: Wednesday-Saturday Times: 10am-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

• 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 from September 2006 following the grant of the original planning permission.

• The market operates at The Mount/King Street, W3, which is public highway. Ealing Council grants annual licences to Action Acton to manage the market (as it is designated public highway). The Market Operator, Action Acton is responsible for ensuring that the site is clean and litter free as a result of all market activities.

• The market operates on Wednesday, Thursday, Friday and Saturday each week and has capacity for approximately 30 pitches. Currently, on average there are 20 pitches occupied per day.

• Training was initially available to stall holders but this has ceased due to LDA revenue funding no longer being available.

• Since the area was re-landscaped, which involved the removal of some trees and shrubs (that unfortunately harboured anti-social behaviour) a wind vortex was created. This is proving difficult for the market operator 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 a number of stall structures have been damaged due to wind forces.

• The market is currently operating as a general street market with the majority of traders offering value/discount goods. Although this is of interest to many market visitors, consultation suggests there is also a demand for a more specialist offer.

• Action Acton is keen to continue to run the market as a community/charitable enterprise. The market is however operating at a financial loss therefore the medium-long term success of the market, in it’s current form, is unfortunately a threat.

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• Due to resource issues, the Market Operator does not currently have a marketing strategy or budget.

• 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.

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5.2 Ealing Farmers Market

Ealing Farmers’ Market (photo above) – map highlighting designated market area (below)

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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: Approx 25 Average number of traders: 20 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 is operated by London Farmers Markets in Leeland Road, West Ealing. It has been running successfully for 12 years.

• The charges have been the same for approximately 5 years. A review of the charges will be required to assess if the licence fee is still an adequate amount to cover costs.

• The market is almost at capacity with stalls. The events held at the market this year were popular with customers and will be repeated in the future.

• Footfall is slightly down on previous years at 2737. There are currently 438 customers on the Market emailing list. Survey data shows 47% customers are in the 41-60 age group, with 34% in the 26-40 age group.

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5.3 West Ealing Craft Market

West Ealing Craft Market (photo above) – map highlighting designated market area (below)

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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’s 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.

• 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 charge to stallholders may need to be reviewed to bring it in line with other local charges.

• The Market Operator’s time in organising and overseeing the market is voluntary. One of the craft market traders has taken over the management of the market with West Ealing Neighbours and this is proving effective. The market does not currently generate a profit however it is hoped that the market will become financially sustainable in the future with any surplus covering printing and publicity cost and replacing parts for the gazebos.

• The main support required is publicity to increase footfall. The priority is to make people aware of the market and to find ways to attract them to St James Avenue.

• A new Morrisons supermarket recently opened adjacent to the market area so it is hoped that the extra footfall generated by the supermarket will also help increase footfall to the market.

• Currently, the market may not be large enough to withstand a licence fee and it is suggested that 30 stalls would be required. However, the existing area is not large enough to accommodate additional stalls.

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5.4 Southall Market

Southall Market (photo above) – map highlighting market area (below)

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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: TBC Current charges: TBC

• Southall market dates back to the seventeen century and the grant of a charter. It was initially set up as a cattle market and continued to run as such later becoming one of the last Horse markets selling live stock in southern England continuing to do so up until 2007.

• Situated towards the entrance of the 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 tucked away from sight from the busy High Street with only the entrance being visible.

• The market runs on Wednesdays, Fridays and Saturdays and is privately operated. The operator has mentioned that the market has instances when it appears to be in decline and believes it is due to competition from High Street retail stores selling low priced clothing.

• As part of the recent Southall Big Conversation a request for a specialty market was put forth by the community of Southall during the process. So discussions are now taking place with various partners on how this could be taken forward. One of the respondent quotes ‘My big idea is: a specialty market in Southall that embraces all that is good about Asian/Southall culture and one that encourages local business and independent artisans’.

• It is also worth noting that Southall has a history of street trading taking place along its Broadway and High Streets, but the current format is highly contentious and has been identified through the Southall Big Conversation as a major bone of contention for the community and many businesses. In 2014 the Council is investing £3.5m in upgrading the Broadway and there are concerns that the benefits of this investment might be eroded by continued unwanted Illegal Street trading.

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• Due to these reasons, the regeneration officers support the market operator to explore the plausibility of creating a destination market in Southall that will also contribute to improving how Southall is perceived as a destination for shopping as the existing market fails to add to the ‘Southall experience’.

5.5 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.

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 surrounding the parking of heavy trailers on the footway together with issues surrounding parking and loading restrictions.

5.6 Management of markets

Ealing Council currently issues licences to external organisations to manage its markets under the London Local Authorities Act 1990 (as amended).

• 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.

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• West Ealing Craft Market is managed by West Ealing Neighbours, a local community organisation which aims to enhance the quality of life for those who live and work in West Ealing. • 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 it’s market operators were outdated and not fit for purpose so as a result a new precedent licence was drawn up (attached as Appendix 1B)

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.

In October 2013, Regulatory Committee and Cabinet both reviewed and endorsed the proposal to operate markets under the provision of Part III of the Food Act 1984. In order for this to be implemented for Ealing’s existing markets, consultation with market traders will need to be carried out.

Due to the profile of markets within local authority’s service, not being statutory, there is not one officer currently dedicated to the allocation, management and monitoring of Ealing’s markets.

Ealing Council currently does not charge market operators to cover costs involved with: • Issuing market licences (i.e. legal and administrative costs); • Monitoring market operations (i.e. food safety, trading standards, environmental issues); • Cleaning and maintaining the public highway on which the market is located • Hire of public highway

Therefore this is an issue which needs to be addressed.

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6. Moving Forward: Opportunities & Recommendations

6.1 Creating and maintaining an attractive street scene

The look and feel of the borough’s markets is an important element to ensure they complement the surrounding street scene and work as successful retail and leisure destinations. Stall structures should look attractive and be set out in such a way that the market is inviting to those passing through or visiting the area.

Opportunities & Recommendations

• Support and ensure market operators invest in quality stall structures and awnings and that these are easily maintained.

• Improve market promotion and branding: ensuring that market entrance points are appropriately marked/signposted and where possible hanging banners at authorised locations to promote trading days and special event/activities.

• Minimise clutter

• Consider options for loading and 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.

6.2 Business Support

In order to help encourage quality and sustainable markets, and support the local economy, it is important to ensure opportunities are available for new and existing traders.

Opportunities & Recommendations

• Ensure there is training available for traders including: business planning; marketing and promotions; customer service; and food safety and hygiene.

• Provide incentives for entrepreneurs 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.

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

6.3 Marketing and promotion

Develop a marketing and communication strategy to promote street markets so that they are well used and their value is widely recognised.

Opportunities & Recommendations

• Take part in campaigns such as NABMA’s ‘Love your local market’. This is a marketing opportunity that may reach potential visitors from outside the borough (regionally and nationally)

• 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 should 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 year’ award scheme.

6.4 Waste and sustainability

Promote street trading contribution to environmental sustainability.

Opportunities & Recommendations

• Work with market operators to ensure market traders dispose of waste properly

• 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.

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

6.5 Events and community interaction

Markets have an important role in relation to social interaction and community cohesion.

Opportunities & Recommendations

• Develop a calendar of events for each market

• Encourage local businesses, residents and community groups to be involved in the market 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 sample testing.

6.6 Modernising the management of Ealing’s Markets

Modernising how Ealing’s markets are managed, introducing policies, procedures and working practices to support thriving markets and encourage entrepreneurship.

Opportunities & Recommendations

• Carry out consultation on the adoption of the Food Act 1984 (as amended) as the primary legislation governing Ealing’s existing markets.

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

• Use public consultation results to guide and support the improvement of Ealing’s existing markets and in the set up of new markets.

• Ensure proposals for new markets are discussed with neighbouring businesses.

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• Carry out costings by individual market as a way of assessing the success of each location and assign costs to each location

• Establish a markets policy (draft attached as Appendix 1A) 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.

6.7 Recommended actions for Ealing’s existing markets

• Acton Market

There are a number of opportunities that we can recommend to the Market Operator for improvement including:

o New market stall structures with matching awnings

o Address the wind vortex issue

o Improve marketing and publicity in particular using social media channels including Twitter and Facebook.

o Revise internal policies and procedures including ‘Suggestions and Complaints’

o Continue to deliver events that were successful.

• Ealing Farmers Market

There are a number of opportunities that we can recommend to the Market Operator for improvement including:

o Continue to deliver events that were successful.

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

o Improve data capturing methods to expand the emailing list.

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o Implement a system to reward and maintain loyal customers.

• West Ealing Craft Market

There are a number of opportunities that we can recommend to the Market Operator for improvements including:

o Having regular music.

o Moving the bus stop to the end of St James Avenue to capture people getting off/waiting for the bus.

o Improve marketing and publicity in particular: a dedicated market website; using social media channels including Twitter and Facebook; and installing a large banner (preferably permanent) between the two buildings on the Uxbridge Road that form an entry point to St James Avenue.

o Expanding the market to accommodate more stalls (link to the Pocket Park application to re-develop the area).

o Working with Sainsbury’s and Morrisons’ to promote the market (potential joint promotions on food/discounts).

• Southall Market

There are a number of opportunities that we can recommend to the Market Operator for improvements including:

o Strengthening the link of the market with the High Street.

o Widening and improve the existing offer.

o Improve marketing and publicity in particular using social media channels including Twitter and Facebook.

o Creating a new specialty market.

o Attracting new target groups and increasing footfall in the area.

o Identifying the best suited location(s).

6.8 Designated sites

Investigate viability of concentrating designated sites together as in the case of Melbourne Avenue West Ealing to form small markets. Such a concentration

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6.9 Potential new markets – sites and types

Suggested sites identified through the public consultation exercise include the following (NB. It should be noted that further work will be required to ascertain the suitability of sites for use as 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 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

Acton Acton Park Outside tube station Gunnersbury Park

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

Southall Southall Broadway Old Southall Near Southall Station

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Greenford Greenford Broadway Westway Shopping Centre Oldfield Recreation Ground

Northolt Northolt Village Islip Manor Park

Perivale Horsenden Hill

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