The Ealing Council Markets Strategy 2014 (Draft)
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The Ealing 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 West Ealing Craft Market 5.4 Southall 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) 1/35 The Ealing Council Markets Strategy 2014 (draft) 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 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. 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. 2/35 The Ealing Council Markets Strategy 2014 (draft) 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 London Borough of Ealing. 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 4/35 The Ealing Council Markets Strategy 2014 (draft) 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