Performance of New Watford Market
The
panel received a report of the Head of Community and Environmental
Services. This
provided a summary of the current performance of New Watford Market
and set out future steps for further improvement.
The Property Development Manager introduced the
report. She informed the panel that the
new market formed part of the re-development of Charter
Place. The market had been managed in
house until 2014; when a specialist had been identified through
open-tender to run the new environment.
There were now fewer stalls but these were of better quality than
had previously been the case. The
market was now approaching a 100 percent occupancy rate by
traders. She advised members that Mr
Breen and Ms Worboys would give a
presentation on the New Watford Market for the information of the
panel.
Ms Worboys began by
discussing how the market was promoted online – that included
regular updates of the website (with approximately two thousand
users a month) and updates on social media that was increasingly
used by the traders.
In response to a question from Councillor Kent, Ms
Worboys clarified that the Wellington
Marketing Company (WMC) was the parent company of Town and Country
Markets (TCM). And in a response to a
question from the Chair, she confirmed that market events were
linked to the wider town centre events – such as ‘The
Big Beach’.
Ms Worboys continued by explaining how the market was
animated with additional activity; such as food traders being
encouraged to stay open late and additional promotions on Thursday
to Saturday evenings. In response to a
question from Councillor Hastrick, Ms Worboys explained that specific ‘vintage
market’ themes were arranged in the container area of the
complex where there were two vacant units – this was
particularly relevant during the festive season.
Ms Worboys explained how the market was decorated with
grass, plants, trees and wooden seating to create a relaxing
environment during the summer and how a trailer advertisement had
been aired during the Big Screen event.
Mr Breen advised how the entrance to the market had been made more
attractive.
Ms Worboys then went on to explain plans for
Christmas, the greater use of ‘A’ frames, targeted
promotions and measures to further improve footfall. In terms of operational improvements at the
market, she advised that there would be enhancements to the gazebo
design on the parade and improved communications with local
businesses. There would also be the
appointment of a new operations manager at WMC who had a strong
facilities management background – plus an assistant manager
to drive marketing, events, aesthetic standards and customer
service.
In response to a question from
the Chair, Mr Breen and Ms Worboys
explained why the new market was a success compared to other
locations. This due, in part, to
proactively seeking traders and also in respect of particular
offers – such as florists and bakers. The intention was to meet the needs of local
demographics.
Ms Worboys discussed industry standards
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