Sq. Peg User Guide 2025-2026 by Downtown Kitchener

D O W N T O W N K I T C H E N E R

S Q U A R E P E G

Welcome to Square Peg, a dynamic, retail pop-up space showcasing active and emerging retail talent by radiating vibrancy, cultivating connections, and encouraging a sense of belonging! We are rethinking retail and turning an asset into an opportunity.

Square Peg, located at 220 King St W., adjacent to Kitchener City Hall, in the heart of Downtown Kitchener, is a retail initiative championed by the City of Kitchener

Downtown Development Team.

This 1282-square-foot flex space offers entrepreneurs a one-month-long opportunity to test concepts in a retail environment without committing to a permanent brick and mortar space.

Pop-ups run five days a week, all year long bringing unique shopping experiences to DTK. Shop or become a retailer today!

Want to learn more? www.downtownkitchener.ca

SO YOU WANT TO BE A SQUARE PEG RETAILERNOW WHAT?

Launching a retail pop-up at Sq. Peg could be the perfect next step!

A pop-up allows you to immerse your brand in a physical setting for one month, allowing you to connect with customers in person. Use the information in this guide to help you transform your ideas into a vibrant pop-up experience!

For $500, you can amplify your brand's presence, showcase your products, and test the waters in a realworld retail environment without the commitment of a permanent store. Follow the terms and conditions set forth for the pop-up, from permit requirements to operational guidelines, to ensure success.

At Square Peg, it is not just about selling products, it's about building brand awareness, gaining valuable customer insights, and adding your story to the energy, vibrancy, and development of downtown Kitchener.

Ready to take the plunge? Connect with us! downtown@kitchener.ca

BUSINESS ELIGIBILITY

To ensure alignment with the goals of Sq. Peg, specific eligibility

criteria have been established. Determine if your business is a good fit for the program and how to become a part of this growing community.

Applicants must adhere to the required business licenses and permit terms.

Applicants must adhere to the the required hours of operations terms.

Applicants must operate businesses that adhere to the downtown

Kitchener Vision and Principles

Applicants must propose retail-focused projects. Sq. Peg is not an event

space.

Food and beverage businesses are limited. Contact a Sq. Peg liaison to discuss.

SQUARE PEG VISION

The Square Peg Vision Plan is a blueprint for shaping your pop-up experience. Complete an intake form and build a floor plan.

Proposals must be submitted and approved 3 months prior to the move-in date.

INCLUDE:

Business Information - Tell us about your brand and provide contact details.

Operational Schedule - Outline dates of operation (minimum 5 days a week, 6 hours per day) and shop operating hours

Use of Space - Outline a floorplan, merchandising assets, list product categories, services offered, and share the overall retail vision.

Marketing and Events Plan - Share how you’ll promote the pop-up, physically and digitally, and how you will engage with customers.

Provide a portfolio of previous work, products, or events to visially showcase your business.

The maximum occupancy of Sq. Peg is 28 people.

PERMITS & LICENCES

Retailers at Square Peg are responsible for obtaining any

required licenses and permits for their operations, including

those related to food, alcohol, or other regulated activities.

PROOF OF OCCUPANCY PERMIT

Proof of Occupancy Permit is issued upon project approval. The leasing fee of $500 plus HST is due upon receipt

INSURANCE

Choose the right insurance to keep your pop-up secure and compliant.

Insurance costs may range from $250 to $500 per/month, depending on the provider.

A minimum of $2 million in liability insurance is required, naming The

Corporation of the City of Kitchener as “additional insured” .

Insurance certificates must be received 4-6 weeks before the pop-up shop opening

POP-UP LICENSE

Fee: $138 for 8-250 days.

Application must be submitted six (6) weeks prior to opening.

Apply online or request a paper application, if needed.

Questions? Contact licencing@kitchener.ca

Planning a special event during your pop-up? Connect with licensing to discuss additional permitting needs.

ALCOHOL

To serve or consume alcohol in the Square Peg, retailers must comply with insurance policies and licenses associated with the sale of alcohol

Contact Alcohol and Gaming Commission (AGCO) at 416-326-8700 for further information.

MARKETING YOUR POP-UP

Stand out in the space by leveraging creative signage, powerful

marketing materials, and a strong social media presence to attract attention and drive traffic to your pop-up.

SIGNAGE

There are multiple ways to draw customers in with signage.

Use the provided A-frame and coroplast sign or design shop-specific signage to signify the shop is open.

Design and install temporary, removable decals to the windows, personalizing the space.

Display interior signage that beautifies the space and clearly outlines pricing for easy sales.

Use a window marker on the provided window clings to outline shop hours, activities, and events.

Removal of Sq. Peg decals and signage are not permitted.

SOCIAL MEDIA + ONLINE PRESENCE

Social media can be a powerful marketing tool when used correctly. Follow these best practices to ensure that your message reaches the right audience.

Best Practices

Create a marketing plan to help guide your storytelling.

Be authentic. Create content that is visibly interesting, personal, and easy to consume.

Consistency is key. Post regularly, capturing products, events, and a look behindthe-scenes

Tag @dtkitchener, @cityofkitchener and use the hashtags #dtkitchener, #sqpeg, and

#squarepeg on all platforms to connect with the local community and boost

engagement.

Submit content for listings on DTKitchener ca or the monthly newsletter

OPERATING GUIDELINES

Now that you’ve secured your pop-up at Square Peg, it’s time to use your Square Peg Vision to guide the space preparation. With this plan in hand, you have the flexibility to truly make the space your own.

SETUP AND TEARDOWN

Retailers are responsible for ensuring fire exits and utility panels remain

unobstructed at all times.

All activities, including setup and teardown, must take place within the rental period.

LOAD IN AND LOAD OUT

Limited, temporary parking is available on College Street and King Street, adjacent to Carl Zehr Square.

WASTE DISPOSAL

Place garbage on King Street curb after 5 PM on weekdays.

Curbside recycling on Young Street every Friday before 7 AM.

WASHROOMS

Washrooms within Square Peg are available for use by retailers and their staff

Public restroom access should be directed to City Hall.

BUSINESS SUPPORT

Looking for additional business support?

WATERLOO REGION SMALL BUSINESS CENTRE

The Waterloo Region Small Business Centre helps entrepreneurs to learn, start, and grow companies.

www.waterlooregionsmallbusiness.com

Put your careful planning into action meet with the team to get started and set the stage for a successful pop-up.

The walk-through will include:

Initial Inspection & Damage Report

Key Exchange

Q&A

BEFORE YOUR POP-UP MERCHANDISING

Whether it’s the arrangement of display fixtures, the choice of colors and materials, or the overall atmosphere, each decision

should be made with your audience in mind.

By aligning the space with your brand’s identity and vision, you’ll

create an experience that resonates with visitors and helps drive your business forward. The right layout and thoughtful design will not only enhance the customer experience but also help achieve your business goals during the duration of the pop-up.

DISPLAY RESTRICTIONS

Displayed or sold items must align with the approved use of the space, including restrictions on prohibited food items and non-retail activities.

Display setups must comply with the provided space dimensions and cannot exceed the allocated square footage.

Permanent alterations, drilling, or wall mounting is prohibited Retailers must use freestanding displays and setups.

Square Peg offers a variety of supplementary assets to assist in bringing your vision to life, including:

Customizable Pegboard Wall

Furniture

Cash Desk

Tables & Risers

Shelves

Clothing Racks

Chairs

Customizable A-frame sign

RETAILER RESPONSIBILITIES

Running a successful pop-up takes planning: set shop hours, staff the space, advertise, and maintain it to make the most of your time at Square Peg.

POINT OF SALE

Retailers are responsible for operating a POS with accounts built for their business.

A POS system may be loaned out upon request Contact a Sq Peg liaison for more information.

SHOP SCHEDULE

The minimum operating schedule is five (5) days per week with six (6) hours daily.

It is recommended that you align shop hours with the times your target demographic is most likely to visit.

STAFF

Retailers are responsible for staffing the pop-up with part-time or full-time staff, or volunteer support.

CLEANING

Retailers are responsible for maintaining a clean and tidy space, ensuring the space is left in its original condition upon move-out. Square Peg is professionally cleaned and sanitized between tenants.

LARGE-SCALE EVENTS

Square Peg is located adjacent to Carl Zehr

Square, a hub for frequent large-scale events during the summer months.

Expect elevated noise levels, increased foot traffic, and potential congestion, which may impact the operations of your pop-up shop.

TERMS & CONDITIONS

The City of Kitchener requires compliance with the outlined Terms and

Conditions in the Proof of Occupancy permit, to remain in good

standing as a Square Peg retailer. Take care to review the details

closely.

Listed below are points of particular importance:

Retailers must adhere to the intended use of Square Peg space as outlined in the agreement. Any unauthorized modifications or space usage (e.g., events outside the approved scope) is prohibited

Subleasing the space, gambling, or conducting unauthorized group activities is strictly prohibited.

Retailers are responsible for obtaining necessary licenses, permits, or approvals needed for their activities, including but not limited to business operations, food and beverage sales, and any other regulatory requirements.

Retailers must comply with all safety and security measures within Square Peg, including emergency procedures, building access protocols, and reporting safety hazards to the appropriate authorities.

Retailers must ensure that activities do not disrupt other retailers or visitors. Noise should be kept at reasonable levels, and disruptive, disrespectful, or unsafe behaviour will not be tolerated.

Retailers are required to keep Square Peg clean and tidy at all times and must comply with recycling and waste disposal guidelines

Retailers must use shared assets and facilities responsibly. Damages caused by improper use will be subject to fees charged to the responsible party.

Retailers must follow the parking regulations. Unauthorized parking in reserved or restricted areas may result in fines or vehicle towing

Any issues, complaints, or concerns must be reported upon the incident. Cooperation with investigations, if needed, is required.

TIMELINE POLICY

All required documents, including the space permit, pop-up shop license, and proof of insurance, must be completed and submitted by their respective deadlines before the move-in date.

Refer to the checklist at the end of this handbook for specific document deadlines. Ensure all details are accurate and up to date to avoid disruptions.

Failure to meet the deadlines outlined in the timeline policy may result in removal from the current onboarding process.

MOVE-IN APPROVAL

Access to the space will only be granted once all paperwork has been reviewed, approved, and finalized.

NOTIFICATIONS

Retailers who fail to meet the requirements will receive an official email outlining the missed deadlines and their consequences.

A 72-hour grace period may be provided to complete pending items, depending on the severity of the delay and space availability.

REASSIGNMENT

If the requirements remain incomplete after the grace period, applications will be removed from the queue, and the next retailer on the waitlist will be offered the dates

Once removed from the list, retailers must reapply for consideration in future openings.

ooking is

subject to availability and not a guarantee upon inquiry.

Convenient and affordable parking

options across DTK.

Retailers at Square Peg have several downtown Kitchener parking options, each with specific rates and regulations.

FREE Parking

There are more than 300 free two-hour on-street parking

spaces in downtown Kitchener.

Free 15-minute parking pickup locations on King Street

Free parking after 5 p.m. and all day Saturday and Sunday in municipal surface parking lots

Surface Parking Lots in Downtown Kitchener

$2.40/hour Monday to Friday (2-hour max).

Free after 5 p.m., and all-day Saturday and Sunday

Parking Garages in Downtown Kitchener

$3.30 for 2 hours or less. $1.75 per 1/2 hour after that,

Monday to Saturday.

Free all-day Sunday

Please refer to the Downtown Kitchener Parking Map for a comprehensive view of parking facilities, including surface lots and garages.

SAFETY & SUPPORT

If you have any security or safety concerns

during your tenancy at Square Peg, contact

the appropriate support channels.

During weekdays from 8:30 AM – 4:30 PM contact the

Downtown Team liaison.

After 4:30 PM and on weekends, contact the Corporate

Contact Centre at: 519-741-2345

In case of escalated emergencies, call 911

AFTER YOUR POP-UP

After completing a successful one-month tenancy, you are

ready to wrap up! Provide feedback, and key insights from the experience and help inform our retail landscape understanding.

The Wrap-Up Kit will include:

Exit Interview & Questionnaire

Final Inspection & Damage Report

Key Return

We wish you all the best and continued success in your business ventures.

CONTACT US

Downtown Kitchener is the heart of the city that excites, supports, and unites.

It’s the region’s epicenter of innovation, creativity, and entrepreneurship, steeped in history and filled with pride. Through our programs, collaborations, and networks, our team implements sustainable economic development

principles to build out the core and create long-term plans for downtown.

Radiate Vibrancy + Cultivate Connection + Belonging

Learn more about downtown Kitchener development, programs, and events. www.downtownkitchener.ca

Email downtown@kitchener.ca

200 King Street W., Kitchener ON