Boston Market District Feasibility Study PROJECT FOR PUBLIC SPACES 3 Boston Market District Feasibility Study January 2009 SUBMITTED TO: THE BOSTON REDEVELOPMENT AUTHORITY SUBMITTED BY: PROJECT FOR PUBLIC SPACES 4 BOSTON REDEVELOPMENT AUTHORITY PROJECT FOR PUBLIC SPACES 5 TABLE OF CONTENTS EXECUTIVE SUMMARY 6 INTRODUCTION 8 THE BOSTON MARKET DISTRICT 13 HAYMARKET 21 ADVANCING THE MARKET DISTRICT 28 CONCEPTS FOR OUTDOOR MARKET SITES & Uses 42 PARCEL 9 CONSTRUCTION & MITIGATION PLAN 47 CONCLUSION & NEXT STEPs 48 APPENDIX 49 6 BOSTON REDEVELOPMENT AUTHORITY EXECUTIVE SUMMARY An improved and expanded market district in worked on, and its geographic reach exceeds the area of Boston’s historic downtown mar- any we have seen. Its annual sales volume ap- ketplace has the potential to be not only a suc- pears to be equivalent to that of an average cessful enterprise but an iconic place within supermarket. In addition to the essential ser- the city. Full-fledged market districts are the vice it brings to its customers and to the liveli- most highly evolved form of public markets. hood it provides its vendors, its social charac- They function as synergistic economic zones ter and atmosphere are Boston attractions in in which open air markets, specialty food their own right. At the same time, Haymarket stores, and market halls reinforce each other’s presents issues of trash management, limited customer base and their economic dynamism cold and dry storage, and oversight by its man- attracts related businesses. A Boston market agement association and the City of Boston. district market district would increase the range of healthy food available to its residents, The addition of one or more market halls stimulate its economy, and enliven its culture. accommodating both the existing pushcart market and new vendors and food operators Boston is fortunate to have the essential would add significantly to the district’s mer- ingredients for a market district in place: chandising and its public appeal by diversifying customers, vendors and a choice location. its vendors and expanding its customer base. The Haymarket, the historic Blackstone Block, Generally, such halls are the most challeng- the nearby North End neighborhood, and the ing elements of a market district to develop. Rose Kennedy Greenway provide an attractive The availability of Central Artery Parcels 7 and physical and urban environment as well as 9 for development proposals, however, offers commercial activity, year-round foot traffic and an extraordinary opportunity to create such considerable spending power. In addition, the market halls by incorporating them within the region has a strong and growing vendor pool of two parcels’ development. So does the current farmers, producers, resellers, and established widespread availability of public and non-profit food operators, many of whom have declared funds for market development—not the least their interest in the market district concept of which may be the Commonwealth’s recent and would add their own unique character to authorization of funds for a public market in its authenticity. Boston. We therefore recommend that the BRA take the lead in insuring that development The present open air market, Haymarket, oper- proposals for Parcels 7 and 9 contain non- ates Fridays and Saturdays. It generally resells profit public markets within the ground floor produce its vendors obtain from wholesale dis- of each property. Each should have a distinct tribution terminals north of Boston. Haymarket identity. The public market on Parcel 7 should serves customers of all income levels, includ- broaden the range of food offering in the dis- ing individuals, families, smaller shop owners, trict by offering a variety of local and culturally and restaurateurs seeking to pick up a bargain significant food products that highlight the or shop in bulk in a bustling environment. It diversity and talent in Boston’s neighborhoods attracts one of the most diverse populations and in the region’s food and farming com- of any market Project for Public Spaces has munities. Parcel 9, on the other hand, would PROJECT FOR PUBLIC SPACES 7 emphasize basic fresh foods—meats, fish and agement organization, as would the interests produce—in a simpler, utilitarian style, compli- of other vendors, the City, adjacent business- menting the businesses of Haymarket vendors es, and the North End neighborhood. and Blackstone Block merchants and offering them opportunities to expand or relocate. Its In summary, Boston has the opportunity to design and stall layout would blur the bound- produce one of the most exciting and success- ary between the vendors occupying Blackstone ful market districts in the country. It would Street and the market hall’s indoor stalls. enhance the quality of life for residents by pro- moting fresh food and expanding the range of Over time, the market district has the poten- affordable food. It would create a micro-econo- tial to extend further into the North End and my that would increase local retailers’ success Government Center through redevelopment and, because market districts are incubators and re-tenanting of nearby sites, including of small businesses, create new enterprises the Cross Street parcels along the Greenway, and new jobs. By carrying out trash collection the Government Center Garage and City Hall for the district as a whole, the district’s um- Plaza. brella management presents the opportunity to complement the sustainable principles The success of such a market district would being pursued by the Rose Kennedy Greenway be substantially improved by keeping rates Conservancy, as well as to make surpluses low for patrons parking in the Parcel 7 Ga- that would otherwise go to waste available to rage. It would also require the formation of charitable food services. Finally, the district an umbrella management organization with would enhance the experience of visitors to responsibility for district standards, supply- Boston and bring thousands of additional ing cost-effective shared services, promotion, people to the new Greenway park system. and other common activities. While there are many successful forms of such organizations To grasp the opportunity such a market in place around the country, we recommend presents, the BRA will need to, that the City consider taking the lead in the • Continue to pursue the development of formation of a 501(c)(3) non-profit private cor- market halls on Parcels 7 and 9 poration employing a full-time manager and • Collaborate with other City agencies to small staff to carry out these functions, as well organize an entity for the management of as raising funds for future capital and operat- the district ing costs. Such an organization would make • Continue to work with the Haymarket it possible for the City to get out of the market Pushcart Association to insure that these management business, as have most munici- district components not only protect its palities around the country. It would be the re- vendors but enhance their businesses. sponsibility of the management organization to develop an identity for the market district that encompasses the Haymarket as well as the widened vendor pool. Other successful public markets, including the Eastern Market in De- troit, combine resellers, farmers and other ven- dors, each with different qualities and price. To do so successfully in Boston, the Haymarket Pushcart Association should be represented on the board of directors of the umbrella man- 8 BOSTON REDEVELOPMENT AUTHORITY INTRODUCTION ton is no different, and the proposed market district surrounding the historic Haymarket has the potential to create a new focal point for a revived market tradition in the city. About Public Markets The reasons for the renaissance of public markets, one of the oldest and most universal forms of retail trade, are diverse. Cities look- ing to bring consistent activity to their public spaces are using regularly scheduled markets to transform streets, plazas, and parking lots The once thriving tradition of public markets in into bustling “people places,” alive with vitality the United States can be seen in all too few cit- and commerce. Public markets are valued be- ies today, Boston among them. The conversion cause they create common ground in the com- of the Faneuil Hall Marketplace into a ‘festival munity, where people feel comfortable to mix, market’ over 30 years ago reflected a national mingle, and enjoy the serendipitous pleasures trend where most mar kets closed, were torn of strolling, socializing, people-watching, and down or converted into other uses. However, shopping in a special environment. Others see public markets are making a comeback in public markets as an effective way to support American and Canadian cities. From Seattle, local economic development and small busi- WA to Baltimore, MD, historic public market nesses in their city. As a means for the distri- halls and districts have been redeveloped bution of needed goods and services, market and upgraded, allowing them to compete in a merchants and vendors provide farm-fresh contemporary retailing environment while still fruits and vegetables, ethnic foods, crafts, and retaining their essential, authentic elements. personal services that are often unavailable At the same time, public markets in the open- elsewhere at the same level of quality, variety, air, including many farmers markets and craft and price. People are rediscovering that public markets, have sprung up in cities throughout markets, with