Reading Terminal Market: A Common Canvas for the City

Reading Terminal Market a common canvas for the city

Attracting Immigrants Improving Public Spaces Increasing Community Uses

We are grateful to the University of Pennsylvania faculty, students, and staff for their support and input.

Particularly, Dr. Lisa Servon, Dr. Domenic Vitiello, Dr. Francesca Ammon. We would also like to acknowledge the feedback of Ph.D. candidate Maryam Khojasteh for her insight into our project. A particular thanks extends to the Dong and Jain families for their accompaniment on our site visits and Market trips. We would like to acknowledge the expertise of Dr. Harris Sokoloff, and Linda Breitstein.

Most importantly, we want to acknowledge the collaboration with the Reading Terminal Market staff and vendors. Particularly Anuj Gupta and Layla El-Tannir. Without their expertise and willingness to share their experience, this project would not have come to fruition.

Respectfully, Ashali Bhandari, Danielle Dong, Joanna Joye, and Mohona Siddique

Executive Summary Common Canvas for the City is a comprehensive public space improvement, and community engagement framework for the Reading Terminal Market Corporation to address three central goals: 1) How can the Market make physical space improvements?

2) How can the Market increase uses during downtime?

3) How can the Market enhance its relationships with Philadelphia’s immigrant communities?

Common Canvas for the City begins by defining the overall success of the Market through four measures: comfort, diversity, social capital, and economic viability. These measure are what make the Market an already effective public space, and point of pride for the City of Philadelphia. We apply each of these measures of success onto suggested interventions to ensure that they continue to enhance the Market’s already successful background.

From defining success, Common Canvas for the City outlines the methodology and findings for building this framework. Existing literature on markets and public spaces, case studies from around the world and United States, field work in different markets in New York and Baltimore, and field work to different immigrant communities in Philadelphia provide rich background for informing this project. Census and spatial analysis of immigrant communities in Philadelphia, transit and pedestrian accessibility to the market, and locations of grocery and ethnic products across the city inform the immigration component of this study. Based on census and spatial analysis, Common Canvas for the City identifies the following immigrant populations as the primary targets for engagement: • Chinese • Vietnamese • Dominican • Guatemalan • Haitian • Jamaican • Mexican • Filipino Informed by methodology and findings, Common Canvas for the City next works to examine the public space challenges of blank walls, vacant stalls, underutilized back of house spaces, dead spaces, and seating. Further, customer surveys, vendor surveys, visits with maintenance staff, and spatial examination of existing conditions of the market inform uses and public space suggestions.

Based on methodology recommendations are:

and

findings,

specific

Programming • • • • • • •

Extending the ambassador program Senior activities After school activities New immigrant workshops Outreach for SNAP Rick Nichols Room rebranding Immigrant entrepreneurship

• • •

Pop up art galleries Murals and community histories Vendor advertising

• • • •

New furniture Increasing standing spots Pop-up seating Courtesy seating tables

• •

Family area Multilingual maps

• • • • •

Plan your visit Charging stations by dead walls Cleaning building envelope Prominent sanitary wipes Trash recepticles

Art

S(eating) Capacity

Placemaking

Functionality

There are several areas identified through this research that fall outside of the scope of this project, but that are suggested be addressed in the future through other studies: • • •

Focus groups for immigrant populations Accommodating variety of food and dietary restrictions Creating more clear and consistent signage

Reading Terminal Market is already a point of pride for Philadelphians, and unique and successful cosmopolitan canopy. Ultimately, the hope is that the Reading Terminal Market Corporation can utilize these suggested interventions to continue to make improvements to an already incredibly successful public space.

Contents

Introduction..........................6 Market Position and Risk.......7 Methodology.........................9 Literature Review Market Visits Case Studies GIS Census Analysis Immigrant Communities Partnerships Public Space Analysis Vendor Survey Customer Survey

Recommendations................40 Programming Art (S)eating Capacity Placemaking Functionality

Measures of Success..............61 Further Research..................64 Appendices..........................66

Introduction “Few public spaces have an ambiance that generates such closeness and allows people to express themselves so openly. The ambiance is engendered at least in part by the physical closeness patrons experience in this space. Such physical proximity naturally yields a familiarity, an increased comfort, and often direct engagement among diverse patrons of Reading Terminal Market,” writes sociologist Elijah Anderson. Reading Terminal Market is a cosmopolitan canopy; a successful public space that is a point of pride for Philadelphians.

The goal of this intervention is to build on Reading Terminal Market’s success by making physical space improvements to the market, increasing the market’s use during downtime, and enhancing the market’s relationship with Philadelphia’s diverse populations.

These goals overlap significantly with the market’s five-point mission, most prominently with its aim to preserve the architectural and historical character of the market, provide a wide variety of ingredients and prepared foods, and maintain an environment that recognized and celebrates the diversity of Philadelphia, and fosters interactions.

The market’s success is built on its diversity, its ability to allow for exchange of social capital, its economic viability and business model, and its sense of comfort. Building upon these measures of success each proposed recommendation aims to have these

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outcomes as well. Is an intervention economically viable: does it increase sales and profits for the market, and are the interventions cost-effective?

Does it foster diversity within the market? Does it build social capital? Does it increase comfort? To address these questions and fulfill the goals of this mandate, this report will walk the reader through a brief literature review, methodology, and findings for addressing the mandate. Next it outlines a series of recommendations based on findings. Lastly it reflects upon findings that do not directly address the mandate, but may be of interest to address in future studies.

Market Position & Risk The Market celebrated its 125th birthday as this report was being developed; a truly remarkable achievement. As one of the world’s most successful public markets and Philadelphia’s most-beloved community spaces, Reading Terminal Market is in an extremely strong competitive position at 125 years old.

Throughout those 125 years, the Market has not consistently been in the strong position it is currently in. The Market is an integral part of the City of Philadelphia. When Philadelphia was struggling with the forces of deindustrialization and suburbanization, the Market similarly struggled with high vacancies and deferred maintenance.

Both Philadelphia and the Market, are in a much stronger position today than they were 20 years ago, as both job and population growth has been positive after decades of decline. Philadelphia’s job growth has been positive since 2010 and 42% of the city’s jobs area in Center City. As a result, Reading Terminal Market feeds thousands of hungry nearby workers daily. The population of Greater Center City has increased by 20% since 2000, all of whom have relatively easy access to the Market. While much of that growth attributable to millennials and emptynesters, 14% of Greater Center City households now include children. Thus, there are increasingly more

hungry Philadelphians of all ages living close to the Market.1 As the area around the market is increasing becoming a live-work-play neighborhood, tourism in the area remains strong. In 2017, the occupancy rate of hotels in Center City hit a modern-day record of 78.2%. The Pennsylvania Convention Center, which owns the Market real estate and operates adjacent to the Market, is anticipating 1.2 million attendee in 2018, up from 1.1 million in 2017. Thus, there are increasingly more hungry tourists passing through Philadelphia, with whom the Market is a popular destination.2 Immigrants are a driving force behind Philadelphia’s recent growth and vitality. Immigrants make up more than 20% of the population in 10 of Philadelphia’s 57 zip codes and overall account for over 12% of Philadelphia’s population. Along with their culture, these immigrants bring a strong entrepreneurial drive to a city that has struggled with job creation and declining commercial corridors. Immigrants are twice as likely than native Philadelphians to own their own stores and are creating strong ethnic enclaves throughout the city, the largest of which being Chinatown which is located just blocks from the Market.3 Proximate to both the Market Frankford

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Market Position & Risk Line, Broad Street Line, and Jefferson Station regional rail the Market is an a great physical position to connect people and welcome new Philadelphians.

Strategic changes and adjustments as well as strong management vision and leadership have enabled the Market to be a thriving place for both Philadelphia locals and visitors.

In order to maintain this strong position, Market management must actively work to enhance public spaces, attract immigrant communities, and increase community uses in the context of competition, reputation, and policy risk.

Risks Competition Risk The area surrounding the Market, community known as Market East is currently undergoing significant redevelopment. Opening in as early as late 2018, what was formerly known as the Gallery is reopening as Fashion District Philadelphia just blocks from Reading Terminal Market. The $325 million dollar project will offer “838,000 SF of the best designer brands and artisanal dining experiences.”45 With an influx of dining options opening nearby, the Market needs to highlight its competitive advantage as an unique, authentic community space for all Philadelphians.

The most effective way to reduce safety and public relations risk is to continue to establish the market as a “cosmopolitan canopy”, an urban island of civility where diverse populations come together and get along.6 The more people love and value a community space, the more they will be compelled to be stewards of the place. The Market should strive to continue be a beloved community space where all feel welcome and compelled to behave in a safe and respectable manner.

Policy Risk Reading Terminal Market is a symbol of opposition to current federal policy. Market management wants to attract more immigrant communities to the market. The current White House administration is extremely hostile towards immigrant communities.

Further, Reading Terminal Market is the largest SNAP redemption site in the state of Pennsylvania. Federal budget proposals in 2018 cut SNAP benefits by 30% or more. In a city with over 25% of its residents living in poverty, SNAP benefits play a critical role in feeds Philadelphians Reading Terminal Market is proudly helps fill SNAP beneficiaries plates with fresh and healthy foods. Despite the Markets resistance, federal and state policy is at risk of preventing the market from maximizing its ability to benefit all Philadelphians.

Reputation Risk Reputation risk is one of the biggest risks to public and quasi-public spaces and can be divided into divided into safety risk and public relations risk.

1

Safety Risk: Large public spaces like the market are known for attracting large crowds of people.

Unfortunately the more successful, the more at risk a place is for becoming a target for acts of terror.

By design, the market is more protected from cars than an open public market or plaza, but the risk is still there. Unlike a stadium or concert venue, there is little way to prevent someone from bringing something harmful into the market.

Public Relations Risk: The recent arrests of two young black men at the Rittenhouse Starbucks, and the public outcry and protest that followed, demonstrate how the actions of one person can cause extreme damage. The risk of a similar event happening at the Market is reduced because they market has its own security staff who is representative of the community and experienced with managing the market as a public space.

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Center City District. 2018 State of Center City Philadelphia. 2018.

2

Center City District. 2018 State of Center City Philadelphia. 2018.

3

Vitiello, Domenic. “What Does Unauthorized Immigration and Sanctuary Mean for Philly’s Revival?”

PlanPhilly. January 12, 4

Zorrilla, Mónica Marie. “When Will The Gallery Reopen as Fashion District Philadelphia? A Construction Timeline.” Billy Penn. April 06, 2018. Accessed April 30, 2018. https://billypenn.com/2018/04/06/when-willthe-gallery-reopen-as-fashion-district-philadelphiaa-construction-timeline.2017. Accessed April 30, 2018. http://planphilly.com/eyesonthestreet/2017/01/12/whatdoes-unauthorized-immigration-and-sanctuary-meanfor-philly-s-revival.

5 Fashion District Philadelphia | Development. Accessed April 30, 2018. http://www.fashiondistrictphiladelphia. com/Redevelopment#progressphotos.

6 Anderson, Elijah. The Cosmopolitan Canopy: Race and Civility in Everyday Life. New York, NY: W.W. Norton & Company, 2012.

Methodology & Findings To quickly recount, this study aimed to address: 1) How can the Market make physical space improvements?

2) How can the Market increase uses during downtime?

3) How can the Market enhance its relationships with Philadelphia’s immigrant communities?

● ● ● ● ● ● ● ●

Literature Review Fieldwork & Case Studies GIS Census Analysis Immigrant Communities Partnerships Public Space Vendor Survey Customer Survey

To answer these questions, this study undertook a robust field of study to understand background, and findings. This section goes over the methodology and findings for how to address these questions.

Beginning with a literature review, this section will outline background. Next it will move on to address fieldwork at different markets across new York and Philadelphia, as well as grocery visits to examine the accessibility and culture of various immigrant communities in Philadelphia. The next section outlines the census and spatial analysis for this market, and talks about potential partnerships. Continuing on, this section outlines vendor and customer surveys conducted, and spatial measurements conducted by the primary investigators.

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Methodology & Findings Literature Review In 2003, Project for Public Spaces and the Partners for Livable Communities prepared a report for The Ford Foundation entitled: “Public Markets as a Vehicle for Social Integration and Upward Mobility”. The project was an overview of existing programs within the United States which highlighted the importance of public markets as an economic development tool, especially for low income communities.

The report found that despite the benefits of public markets, those in low income communities are more likely to have failed in one of three ways: economically, as a “public” market, or it hasn’t produced the “spin off” benefits by not creating change in the larger community. Thus, it evaluated eight successful markets around the US such as the Berkeley Flea Market, East New York Farms, the El Faro Swap Meet in Los Angeles, and the El Mercado at Norris Square in Philadelphia.

The report finds that for a market to be successful, it needs to have an “attractor” or a purpose that people visit the market beyond its purpose of selling products. For example, the market could function as a meeting place where people could come to socialize. The research found that the greatest benefit of a market to a community was bringing

people together and that the place and people are important drivers that bring customers to the market along with products that are available.. Furthermore, the study found that markets “benefit from having a dominant ethnic identity”, regardless of overall diversity as it helps them thrive. Age diversity is also important but the study found that populations over 55 and children are under represented in the survey.

Finally, the study found that slightly more females visited markets than males and that the gender of vendors was also almost 50% male and female as well, highlighting that markets open doors for business activity for both men and women.

This research has proved useful in justifying the goals and success outcomes of Reading Terminal Market.

Increasing community use and improving public space are likely to reinforce the fact that he Market is a public market and can serve as a place to sit, be comfortable and socialize. Furthermore, enhancing the Market’s relationship with immigrants leads to more diversity and the development of an ethnic identity, which is correlated with successful markets in the United States.

The four success outcomes: economic viability, diversity, social capital and comfort are all reflected in the research conducted by PPS and Livable Communities.

Economic Viability

Comfort

SUCCESS

Social Capital 10

Diversity

Methodology & Findings Fieldwork - Ethnic Groceries The team conducted fieldwork to get a sense of what types of products and what types of accessibility different immigrant communities had to their shopping experience across Philadelphia. To do so, 5 different immigrant communities and enclaves were visited: 1) “Little Africa” in West Philadelphia 2) Polish and Eastern European communities in Port Richmond 3) Vietnamese and Southeast Asian in South Philadelphia 4) Italian and Mexican in Southeast Philadelphia 5) Chinese and East Asian in Chinatown

Findings from fieldwork yielded unique social experiences. These spaces were immigrant-friendly cultural spaces that catered to the social needs of specific communities. For example, in “Little Africa” grocery and variety stores were a proxy for social meeting spaces. Further, there were experiences that may not take place at your local grocery store. For example, you could do your shopping while drinking directly out of a coconut.

There were also a variety of culturally unique products that are not available at your typical grocery store. Particularly with the Asian markets, there were a variety of meats and seafoods that may not be readily available elsewhere. Additionally, price points varied based on the type of products, often at a lower price than chain grocery stores.

A variety of culturally unique products in South Philadelphia’s Vietnamese market

Drinking out of a coconut as a unique cultural experience in “Little Africa”

Lower price points for unique products at East Asian grocery stores in Chinatown

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Methodology & Findings Fieldwork - Site Visits Fieldwork and case studies were conducted from markets across the country and world. The goal of case studies was to get a sense of best practices for effective use of public space, as well as engagement with communities. We visited public markets in New York, and Baltimore: 1) 2) 3) 4) 5) 6) 7)

La Marqueta; New York, NY Arthur Avenue Market; New York, NY Lexington Market; Baltimore, MD Essex Street Market; New York, NY Chelsea Market; New York, NY Dekalb Market; New York, NY Brooklyn Flea; New York, NY

For key takeaways from these site visits, refer to Appendix A.

Creative use of incorporating site history, and building reuse in Chelsea Market’s dead spaces

Effective incorporation of site history, art, timelines, and immigrant history at Essex Street Market

Lightweight furniture adds bright, colorful vibe to space in Dekalb Market

Creating community spaces through facilitating youth programming in Brooklyn Flea

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Methodology & Findings Case Studies Case studies were also conducted of successful public markets around the country and world to find examples of the effective public space solutions to inform future recommendations. Case studies included: 1) 2) 3) 4) 5) 6) 7) 8)

Camden Market; London, UK Eastern Market District; Detroit, MI El Faro Swap Meet; Los Angeles, CA Grand Bazaar; Istanbul, Turkey Mercat de Santa Caterina; Barcelona, Spain Timeout Lisboa; Lisbon, Portugal Great Market Hall; Budapest, Hungary Mercat de la Boqueria; Barcelona, Spain

For key takeaways from these case studies, refer to Appendix B.

Community engagement and activation of dead walls through the incorporation of public art and murals in Dekalb Market, NY

Communal seating and attractive, light wood furniture in Timeout Lisboa

Activation of below sight-line areas in Camden Market, UK

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Methodology & Findings Census and GIS Analysis

Immigrant Communities

The goal of the census and GIS analysis was to analyze quantitatively and spatially which immigrant communities would be the best for the Market to engage. The census analysis looked at ACS estimates for foreign-born populations in Philadelphia in the years 2012, and 2016. By comparing growth between 2012 and 2016 populations we were able to create a list of the fastest-growing. By looking solely at 2016 estimates, we were able to create a list of the largest foreign-born populations.

The following section is a summary of the findings for immigrant communities. Based on the combinations of food access (overall access to food, access to ethnic-specific food), population characteristics (large, fast-growing), proximity and access to transit linkages to access the Market, we suggest that the Market engage with the following immigrant communities:

The next step was to examine which of these fastgrowing or large populations would be a good fit to engage with the market based on spatial characteristics. Such as food access, transit linkages, and distance from the market.

To see which populations had overall food access, we geocoded the locations of bodegas, chain grocery stores, ethnic-specific grocery stores and specialty (ex: butchers) across the City of Philadelphia.

We next The census analysis narrowed down the populations of foreign born to the fastest growing, and the largest. We next mapped buffer distances at 1/2 mile intervals, and added rail lines and stations to the maps.

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• • • • • • • •

Chinese Vietnamese Dominican Guatemalan Haitian Jamaican Mexican Filipino

The following section visualizes the above list of prioritized communities. The maps show the geocoded grocery stores, access to transit to the Market, distance buffers from the Market, and the immigrant communities. The key in each section indicates in yellow, which characteristics this immigrant community fits. The key also contains “survey results,” which are discussed in the later survey section. Written sections also include lists of potential partnerships within these immigrant communities to begin the framework for the Market to start community engagement. For a full list of organizational partners, please refer to Appendix E.

Methodology & Findings

Reading Terminal Market Location Rail Lines and Stations

Travel Buffers 1/2 mile - 10 min walk 1 mile - 20 min walk 2 mile - 20 min bus 3 mile - 10 min train 5 1/2 mile - 20 min train

Grocery Store Types Bodega, Convenience, Deli and Grocery Chain Ethnic Grocery, Local Market, Produce Specialty, Wine and Beer

Foreign Born Populations (Quantiles) 0 - 129

ÂŻ

130 - 356

0

1

2

4 Miles

257 - 434 435 - 859 860 - 3452 Uninhabitated

15

Methodology & Findings Vietnamese Community 1 South Philadelphia

Vietnamese Community 2 Northeast Philadelphia

The Vietnamese community in South Philadelphia is one of the largest, and most established immigrant populations in Philadelphia. While they already have strong access to both produce and ethnicspecific produce, their strong civic organization and structure would make them good partners for Reading Terminal Market. Further, the majority of the Vietnamese community in South Philadelphia has easy access to the Market by public transit on the Broad Street Line, as well as various bus lines.

Potential partners include the Asian American Chamber of Commerce of Greater Philadelphia, VietLead, VietRoots, and Hung Vuong (a South Philadelphia cultural establishment).

The Vietnamese community in Northeast Philadelphia is similarly large and established to the population in South Philadelphia. This population would be good to engage because it has less food access than their counterparts in South Philadelphia. Barriers to engagement with this community could be that this section of the Vietnamese population has less immediate access to the Market either by train or bus. Potential partners include the Asian American Chamber of Commerce of Greater Philadelphia, VietLead, and VietRoots.

Large

FastGrowing

Large

FastGrowing

Strong Linkages to Market

Close to Market

Strong Linkages to Market

Close to Market

Need for Food Access

Need for Ethnic Products

Need for Food Access

Need for Ethnic Products

Survey Results 16

Survey Results

Methodology & Findings

Foreign Born Populations Vietnam - 13,784 people

Reading Terminal Market Location Rail Lines and Stations

Travel Buffers 1/2 mile - 10 min walk 1 mile - 20 min walk 2 mile - 20 min bus 3 mile - 10 min train 5 1/2 mile - 20 min train

Grocery Store Types Bodega, Convenience, Deli and Grocery Chain Ethnic Grocery, Local Market, Produce Specialty, Wine and Beer

Vietnam Born Population 0

ÂŻ

1 - 50

0

1

2

4 Miles

51 - 100 101 - 200 200 + Uninhabitated

17

Methodology & Findings Chinese Community 1 - South Philadelphia and Chinatown

Chinese Community 2 Northeast Philadelphia

The Chinese communities in South Philadelphia and Chinatown are large, and fast-growing populations in Philadelphia. Based on visitor market surveys, many market visitors expressed interest in seeing more connection to city and market history. Given Chinatown’s proximity to the Market, and its history with Urban Renewal and the creation of the convention center, this could be a good community to engage with to increase exposure to local history.

The proximity to the market, pedestrian access, and access by transit this community make the market an attractive option for shopping. One barrier to this community may be that they already have strong access to food as well as to a variety of ethnic-specific produce already in both South Philadelphia and in Chinatown. Potential partners include the Asian American Chamber of Commerce of Greater Philadelphia, the Philadelphia Chinatown Development Corporation, and the Asian Arts Initiative.

The Chinese communities in northeast Philadelphia are large, and fast-growing. While they don’t have immediate transit or pedestrian linkages to the market, the lack of access to either groceries or ethnic-specific food make the market an attractive option for this community. There could be barriers based on distance to the market, but given the Chinese Community’s growth and prominence in the Philadelphia population this is a good community to engage with. Potential partners include the Asian American Chamber of Commerce of Greater Philadelphia, the Asian Arts Initiative, and the Asian American Women’s Coalition.

Large

FastGrowing

Large

FastGrowing

Strong Linkages to Market

Close to Market

Strong Linkages to Market

Close to Market

Need for Food Access

Need for Ethnic Products

Need for Food Access

Need for Ethnic Products

Survey Results 18

Survey Results

Methodology & Findings

Foreign Born Populations China - 22,134 people

Reading Terminal Market Location Rail Lines and Stations

Travel Buffers 1/2 mile - 10 min walk 1 mile - 20 min walk 2 mile - 20 min bus 3 mile - 10 min train 5 1/2 mile - 20 min train

Grocery Store Types Bodega, Convenience, Deli and Grocery Chain Ethnic Grocery, Local Market, Produce Specialty, Wine and Beer

Chinese Born Population 0

ÂŻ

1 - 50

0

1

2

4 Miles

51 - 100 101 - 200 200 + Uninhabitated

19

Methodology & Findings Dominican Community The Dominican community is the largest international Latinx community and fast growing. Concentrated in a wide spread over northeast Philadelphia, some in the community have access to grocery stores, but many areas do not. Similarly, parts of the Dominican community can use regional rail or the MarketFrankford Line to reach the Market, but there are large areas unable to reach the Market easily or quickly.

However, there are many Latinx organizations that can provide civic infrastructure for outreach. By partnering with Aspira, Galilei, Ceiba, and other organizations to conduct programming, the Market can engage the Dominican community.

Large

FastGrowing

Strong Linkages to Market

Close to Market

Need for Food Access

Need for Ethnic Products

Survey Results 20

Methodology & Findings

Foreign Born Populations

Dominican Republic - 13,185 people

Reading Terminal Market Location Rail Lines and Stations

Travel Buffers 1/2 mile - 10 min walk 1 mile - 20 min walk 2 mile - 20 min bus 3 mile - 10 min train 5 1/2 mile - 20 min train

Grocery Store Types Bodega, Convenience, Deli and Grocery Chain Ethnic Grocery, Local Market, Produce Specialty, Wine and Beer

Dominican Republic Born Population 0

ÂŻ

1 - 50

0

1

2

4 Miles

51 - 100 101 - 200 200 + Uninhabitated

21

Methodology & Findings Mexican Community The Mexican community is large and fast-growing.

Mainly concentrated in South Philly, the community can easily access the Market through the Broad Street Line and buses, but is surrounded by many grocery and ethnic food stores. There are smaller outposts of Mexican immigrants in northeast Philadelphia that lack grocery access, most of which can access the Market through the Market-Frankford Line or regional rail. With many Latinx organizations around these smaller communities in the northeast, outreach to the Mexican community can be done with partners like Concilio and HACE.

Large

FastGrowing

Strong Linkages to Market

Close to Market

Need for Food Access

Need for Ethnic Products

Survey Results 22

Methodology & Findings

Foreign Born Populations Mexico - 8,137 people

Reading Terminal Market Location Rail Lines and Stations

Travel Buffers 1/2 mile - 10 min walk 1 mile - 20 min walk 2 mile - 20 min bus 3 mile - 10 min train 5 1/2 mile - 20 min train

Grocery Store Types Bodega, Convenience, Deli and Grocery Chain Ethnic Grocery, Local Market, Produce Specialty, Wine and Beer

Mexico Born Population 0

ÂŻ

1 - 50

0

1

2

4 Miles

51 - 100 101 - 200 200 + Uninhabitated

23

Methodology & Findings Filipino Community The Filipino community is small, but fast growing.

Spread over the city with concentrations in the south, northeast, and far northeast of Philadelphia, most of the community already has access to groceries and ethnic food stores. While some part of the community can access the Market through train or rail, a significant portion in the far northeast would rely on driving to the Market. Customers expressed interest in seeing more Filipino and Asian products when surveyed. There are opportunities for community outreach by partnering with organizations like the Asian American Chamber of Commerce of Greater Philadelphia or the Filipino Catholic community.

Large

FastGrowing

Strong Linkages to Market

Close to Market

Need for Food Access

Need for Ethnic Products

Survey Results 24

Methodology & Findings

Foreign Born Populations Philippines - 4,662 people

Reading Terminal Market Location Rail Lines and Stations

Travel Buffers 1/2 mile - 10 min walk 1 mile - 20 min walk 2 mile - 20 min bus 3 mile - 10 min train 5 1/2 mile - 20 min train

Grocery Store Types Bodega, Convenience, Deli and Grocery Chain Ethnic Grocery, Local Market, Produce Specialty, Wine and Beer

Philippines Born Populations 0

ÂŻ

1 - 50

0

1

2

4 Miles

51 - 100 101 - 200 200 + Uninhabitated

25

Methodology & Findings Guatemalan Community The Guatemalan community is small, but fast growing. Largely located in the northeast, with a smaller community in south Philadelphia, the majority of Guatemalans do not have access to grocery and ethnic food stores. The northeast community is able to reach the market through regional rail and the Market-Frankford Line, while the south community can use the Broad Street Line.

Partnerships can be formed with the many Latinx organizations concentrated in the northeast and around Philadelphia.

Large

FastGrowing

Strong Linkages to Market

Close to Market

Need for Food Access

Need for Ethnic Products

Survey Results 26

Methodology & Findings

Foreign Born Populations Guatemala - 3,545 people

Reading Terminal Market Location Rail Lines and Stations

Travel Buffers 1/2 mile - 10 min walk 1 mile - 20 min walk 2 mile - 20 min bus 3 mile - 10 min train 5 1/2 mile - 20 min train

Grocery Store Types Bodega, Convenience, Deli and Grocery Chain Ethnic Grocery, Local Market, Produce Specialty, Wine and Beer

Guatemala Born Population 0

ÂŻ

1 - 50

0

1

2

4 Miles

51 - 100 101 - 200 200 + Uninhabitated

27

Methodology & Findings Haitian Community Concentrated in the north and northeast of Philadelphia, the Haitian community is large, and fast growing. While there is a shortage of grocery stores that make the Market attractive, lacking transit connections and longer travel times make it hard for the Haitian Community to access. However, given the interest in Caribbean products or food, there are entrepreneurship and business building opportunities. Additionally, there are opportunities to bring community members needing immigration services to the Market through programming and partnerships with local organizations. With many religious and civic associations, the Haitian Professionals of Philadelphia and the Haitian Coalition of Philadelphia are just some of the potential organizations that the Market can partner with.

Large

FastGrowing

Strong Linkages to Market

Close to Market

Need for Food Access

Need for Ethnic Products

Survey Results 28

Methodology & Findings

Foreign Born Populations Haiti - 8,823 people

Reading Terminal Market Location Rail Lines and Stations

Travel Buffers 1/2 mile - 10 min walk 1 mile - 20 min walk 2 mile - 20 min bus 3 mile - 10 min train 5 1/2 mile - 20 min train

Grocery Store Types Bodega, Convenience, Deli and Grocery Chain Ethnic Grocery, Local Market, Produce Specialty, Wine and Beer

Haiti Born Population 0

ÂŻ

1 - 50

0

1

2

4 Miles

51 - 100 101 - 200 200 + Uninhabitated

29

Methodology & Findings Jamaican Community The Jamaican community is a comparatively small, but quickly growing population in Philadelphia. The community is centered largely in the Northwest of Philadelphia, and also in pockets of the Western and Southwest regions of the city. The communities are relatively further away from the market, but there is a moderate amount of transportation access via trolley, bus, and the Broad Street Line. This is a good target population because the northwestern communities, and also the communities with the strongest transportation linkages have little food access, and also relatively sparse access to ethnicspecific products. Potential partners include the Young Caribbean Professionals Network, The Mayor’s Commission on African and Caribbean Immigrant Affairs.

Large

FastGrowing

Strong Linkages to Market

Close to Market

Need for Food Access

Need for Ethnic Products

Survey Results 30

Methodology & Findings

Foreign Born Populations Jamaica - 7,898 people

Reading Terminal Market Location Rail Lines and Stations

Travel Buffers 1/2 mile - 10 min walk 1 mile - 20 min walk 2 mile - 20 min bus 3 mile - 10 min train 5 1/2 mile - 20 min train

Grocery Store Types Bodega, Convenience, Deli and Grocery Chain Ethnic Grocery, Local Market, Produce Specialty, Wine and Beer

Jaimaica Born Populations 0

ÂŻ

1 - 50

0

1

2

4 Miles

51 - 100 101 - 200 200 + Uninhabitated

31

Methodology & Findings Public Space At the beginning of the engagement we did a walk through the market with management to learn more about what challenges they wanted to address.

Back-of-House Areas Several customer-facing parts of the market are extremely functional while being extremely unattractive. Management is interested in making this areas more aesthetically pleasing without reducing functionality.

Blank Walls Through the market there are vacant walls that do little to contribute to the vibrant look and feel of the market.

Dead Space There are certain areas of the market that are dead, or underutilized when vendors are closed. Some vendors are closed earlier than others and all the Pennsylvania Dutch Vendors are closed on Sundays.

Sometimes these vendors are not closed in an aesthetically appealing way which can detract from the overall market experience.

Vacant Stalls Usually caused by vendor turnover, vacant stalls in the market take up valuable space in the market while serving little to know purpose.

Seating Management informed us that they are ready to invest in new furniture because the current furniture is reaching the end of its useful life and few are inspired by the utilitarian aesthetic created by the current furniture.

32

Methodology & Findings Mapping Much like city planners would map out a neighborhood to identify challenging areas and area of opportunity, we mapped out the entire market based on a plan drawing from the early 2000s.

Scale 1’ - 0” = 0’ - 1/32”

Tables and counters

The Pig

Active walls

Day stall carts

Dead Walls Trash and recycling

33

Methodology & Findings Seating Survey What is the Market’s current (s)eating capacity?

Although configuration options are limited, dimensions of the seating areas were taken so that when management knows how much space there is to work with when placing new seating and standing spots in the market.

8’

Stand n’ Eat Capacity

(s)eating capacity

600

customers

Public Seating Capacity

Private Seating Capacity

Standing Capacity =10 customers

34

8’

Sit n’ Eat Capacity

14’-2”

8’

During our surveying we started using the term (s)eating capacity to encompass both sit-and-eat capacity and stand-and-eat capacity. We counted the markets (s)eating capacity on a standard days to be 600 customers; 59% of capacity is provided by the market and the other 41% is provided by vendors.

Capacity does vary from day today and the furniture is moved and rearranged for events and programing.

Since demand for (s)eating capacity already exceeds supply, we do recommend any changes that decrease capacity.

What are the dimensions of the seating areas and aisles?

61’-9”

12’-6”

6’-6”

Methodology & Findings Feasibility Observations We observed the housekeeping staff during clean up so we could know how the furniture is moved for clean-up. We want our recommendations to make the market easier to clean and maintain, not harder. The observations were used to analyze the feasibility of our recommendations. Several original recommendation ideas were reconsidered or eliminated because the potential benefit could not justify the extra time and effort the recommendation would cause.

The housekeeping staff uses wipes and other chemicals that are not meant to be used on wood.

Furniture that has elements or textures that could easily collect debris should be avoided.

Since the furniture is moved frequently for daily cleaning and events it is important that it is as lightweight as possible so the housekeeping staff does not get physically stained while doing their jobs. Fortunately, advancements in materials have increased the options for make durable but lightweight indoor/outdoor restaurant furniture.

Dark colors are preferred, especially for tables so that people are not tempted to deface Reading Terminal Market property.

Sturdy and durable Stackable Easy to clean Conversations In addition to observing the housekeeping staff, we spoke with them about the furniture in the Market’s public spaces. They expressed their displeasure with the current trash and recycling containers, which resulted in us expanding our furniture scope to include waste disposal container. We asked what they liked and didn’t like about the current tables and chairs to come up with a criteria list that new Market furniture should meet.

Not too heavy Dark color

Sturdiness and durability are the most important elements of new furniture because the public seating experiences high traffic, resulting in wear and tear.

The more pieces a piece a piece of furniture has, the more opportunities there are for it to come loose, unstable, or break.

Furniture is frequently moved around and stored to make room for various events so chairs must be easily stackable.

35

Methodology & Findings Vendor Survey The next step we undertook was a vendor survey with 22 vendors in the market. Questions included what vendors would like to see in terms of public space interventions, what vendors liked best about the market, how to better capitalize on space (See Appendix D for vendor survey). Findings demonstrated that vendors felt that more seating, “pop-up” seating could be effective.

15 Scale 1’ - 0” = 0’ - 1/32”

Vendors checked “pop-up” seating as something they would like too see activating underutilized space

10

Vendors checked market history

2

1

4

15

0-2 YEARS

3-5 YEARS

5-10 YEARS

10+ YEARS

7

Restaurants

4

Meats & Poultry

3

Pennsylvania Dutch

2

Bakeries

2

Housewares, Books, Crafts, ect.

1

Dairy & Cheese

1

Specialty Foods

1

Produce

1

Beverages

14

Vendors checked general cleaning/ asethetic improvements as something they would like to see

12

Vendors checked additional seating

91% of survey respondents have had

55% of survey respondents see

experiences with programming

DIVERSITY

POSITIVE (The other 8% were neutral)

36

LENGTH OF TIME AT MARKET

vendor and customer

increasing

Methodology & Findings

WHAT DO YOU LIKE MOST ABOUT READING TERMINAL MARKET?

37

Methodology & Findings Customer Survey We also collected 250 customer survey responses to

VEY RESPONSES: CUSTOMER PROFILES find out what folks would like to see in the market,

250

CUSTOMER SURVEY RESPONS

how people come and use the market (See Appendix C for customer survey). Major takeaways were that the majority of respondents would to see more oflike respondents visited the or different seating, that they would marketlike for to thesee first time greater incorporation of art and history. Roughly spondents half of are the from respondents were from Philadelphia, of respondents indicating a good split between visitors and locals.visit the 52% of respondents are elphia region market at least An important fact to note is that the majority of theonce a week the Philadelphia region folks who were willing to speak with us were white, and that surveying was not necessarily reflective of the surveys who uses the market.

4% What time We conducted the surveys

37%

36% 65.3%

18.6%

WhiTe

black

PM

5%

5.4%

5%

43%

53%

did noT Respond

hispanic

asian

1.6% oTheR

fro

4%

Who do you come to the market With?

36%

Why do you visiT The maRkeT?

AM

PM

LUNCH Friends

34%

CUSTOMER RESPONSES: CUSTOMER PROFILES TOMER SURVEYSURVEY RESPONSES: CUSTOMER PROFILES Family ONSES: CUSTOMER PROFILES Me, myself and I

are on

37% 250 250 37% 37% 36% 36% 36% of respondents visited the

of respondents the CUSTOMER SURVEY RESPONSES: CUSTOMER PROFILES market for thevisited first time 30% market for the first time 52% of respondents of respondents visitedare thefrom of respondents visit the of respondents visited the the Philadelphia region 52% of respondents arefirst from market for the time market for the fimarket rst time at least once a

37% the Philadelphia region

of respondents visit the week market of respondents visit at the least once a market at least once a week

of respondents are from fromWhat time52% We conducted the surveys the Philadelphia region of respondents visit the

36% 43%

53% at least market 4% once a time We W conducted the surveys hat time We conducted the surveys week 43% 53%

43%

65.3% AM

AM

dyoou you visiTT The he m ?? visiT maRkeT aRkeT

WhiTe AM

LUNCH

38

53%

4%

4%

18.6% LUNCH

LUNCH black PM

PM

week

65.3%

65.3%

WhiTe 18.6%

WhiTe

black

65.3%

PM 5.4%

asian

WhiTe

5%

hispanic

black 5.4%

asian 18.6%

did Who noT Respond

5%

hispanic

asian 5%

5.4% Respond

hispanic

1.6%

5%

did noT

asian

black

5%

5%

5.4%

18.6%

oTheR

hispani

1.6%

do you come to the ma oTheR

Who do you come to the market With?

Who do you come to the m 34% 36%

Who do you come to the market With?

36%

Friends

34%

Family Me, myself and I

30%

36%

30%

34%

Why do you visiT The maRkeT?

AM

LUNCH

PM

S: CUSTOMER PROFILES

37%

of respondents visited the market for the first time

36%

of respondents visit the market at least once a week

65.3%

18.6%

WhiTe

black

250

5.4% asian

5%

250 5% hispanic

5%

did noT Respond

1.6% oTheR

Who do you come to the market With?

36% did noT Respond

Methodology & Findings

34%

Friends Family

1.6% oTheR

Me, myself and I

arket With?

30%

Friends Family Me, myself and I

39

W

Each recommendation will use the following key to communicate which goals the recommendation is working towards and which measures of success the recommendation can be expected to achieve:

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

The majority of the recommendations were designed to address multiple goals and achieve multiple measures of success. The recommendations are all designed to be feasible for the Market to implement in the short term (1-3 years). However, establishing a budget and timeline for implementation was not part of the scope of this report.

Comfort

Economic Viability

Comfort

SUCCESS

Social Capital 40

Diversity

Recommendations Given the Market’s strong current position, the recommendations proposed in this report design to enhance but not transform Reading Terminal Market. The inventions proposed build upon existing strengths and turn challenges into opportunities to improve the market’s competitive position and reduce the Markets Risks. All recommendations are grounded in the research and survey methodology detailed earlier in this report.

The twenty recommendations are divided into five interrelated categories: programming, art, s(eating) capacity, placemaking, and functionality:

● Programing

● Art

1.

2.

3.

4.

5.

6.

7.

Ambassador Programs Senior Activities After School Activities New Immigrant Workshops SNAP Outreach Efforts Rebranding the Rick Nichols Room Immigrant Entrepreneurship

1. Pop-up Gallery 2. Murals and Community History 3. Vendor Advertising and Art ● (S)eating Capacity 1. New Furniture 2. Increasing Standing Spots 3. Pop-up Seating 4. Courtesy Seating Tables ● Placemaking 1. Family Area 2. Multilingual Maps ● Functionality 1. Plan Your Visit 2. Charging Stations 3. Clean Building Envelope 4. Prominent Sanitary Wipes 5. Trash and Recycling Receptacles

41

Programming

Recommendations to diversify Market uses, increase activity during quiet hours, and engage with immigrant communities Programming 1: Extending Ambassador Program Currently, the Market’s ambassadors serve as aids to customers with navigating the Market and programming. Expanding the ambassador program to immigrant communities around the city would diversify the Market’s current customer base.

The ambassadors can work in partnership with organizations such as the Philadelphia Chinatown Downtown Development, Concilio, Galaei, and other neighborhood CDCs to help populations in these communities overcome barriers to reach the market.

For some, it could be awareness of what is available in the Market that they need; while in other cases, ambassadors could assist populations with language barriers and hesitance to leave their neighborhood.

For example, the ambassadors could schedule times with community members to accompany them from their communities to the market on SEPTA and return back with them to ease any fears they may have about transportation. They would also serve

42

the Market by informing them what communities would like to see and what would be more attractive in terms of programming to increase diversity.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Programming 2: Senior Activities and Accessibility Increasing senior citizen patronage within the Market further diversifies the customer base and increases the Market’s functionality as a public space. During quieter times such as mornings or late afternoons, areas like the Rick Nichols Room can be designated as senior priority areas so that the elderly feel more comfortable within the Market.

Furthermore, programming can be diversified to

Recommendations encourage seniors to interact and meet new people.

Community ambassadors could work with senior homes and target neighborhoods to promote the market and help those with good connectivity, reach the Market more comfortably, as some senior populations may not feel comfortable traveling to the Market alone. In Philadelphia, Mifflin Square and Nicetown have higher than average (12%) densities of elderly populations and would be good areas for community ambassadors to work. 1

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Programming 3: After School Activities The Market is already extremely popular amongst school children in Philadelphia. The Market could avail of funding such as Child and Adult Care Food Program funding from the USDA for providing “enriching” after school activities to increase its use as a public space and increase use during quiet hours in the late afternoon. 2 The Market should target high school students, especially in diverse neighborhoods, creating a third space where students can connect across schools. Schools near the Market that could be included in this programming include: The Charter High School for Architecture, Constitutional High School, Solomon Charter School, Science Leadership Academy, and Mastery CHS: Lenfest Campus. 3

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Expanding the ambassador program to immigrant communities around the city would diversify the Market’s current customer base

43

Recommendations Programming 4: Immigrant Workshops

Programming 5: SNAP Outreach Efforts

To reinforce the Market’s mission of celebrating the diversity of Philadelphians, the Market could partner with organizations that provide services to immigrant populations and host events and workshops. This would promote the Market as a safe space, increase its use and enhance the Market’s relationship with immigrant populations. Workshops could include bi-weekly or monthly legal clinics, immigrant leadership events, and sessions that provide advice for new small business owners. Possible partners could include The City of Philadelphia, Nationalities Service Center, and the Welcoming Center for New Pennsylvanians.

Reading Terminal Market is one of the largest SNAP redemption sites in the state of Pennsylvania.4 To increase the diversity of the Market’s customer base and enhancing immigrant communities, the Market could use the newly formed community ambassador program to conduct outreach to encourage SNAP enrollment amongst immigrant communities.

SNAP enrollment is known to be low for immigrant populations, even those who are eligible due to wariness of government.5 Educational workshops to help immigrants enroll in SNAP could be followed by trips to the Market to show new customers how to avail of benefits and increase accessibility to the Market. Research has also shown that financial incentives tied to SNAP increase usage and healthy food consumption. The Market could explore options with the USDA to see if there are programs they can avail of to increase SNAP spending through this.6

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Congressman Dwight Evans speaking at a Market rally in opposition of federal cuts to SNAP benefits

44

Recommendations Programming 6: Rebranding the Rick Nichols Room

Programming 7: Immigrant Entrepreneurship

The Rick Nichols Room is already available to rent for private events and is also used for celebrations such as the Lunar New Year or 125th Anniversary of the Market. The Market could diversify this use and enhance its image as a public space by letting community groups book the space for communityoriented purposes such as public meetings.

The Market serves to benefit from enhancing its relationship with immigrant communities by increasing opportunities for immigrants to serve as vendors of day carts. This would serve as an economic driver for the Market but also as a creative and safe space for new immigrants. Stalls and vendor spaces can be used as pop-up incubator space for fledgling immigrant businesses that hope to begin with retail and food service but may not be able to afford a full brick-and-mortar setup. By prioritizing start-up immigrant business owners in these more affordable spaces, the Market can better engage Philadelphia’s immigrant communities.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Chakir Bouchaib immigrated to Philadelphia in 2005 and started his business Little Marrakesh Bazaar by “popping up� at outdoor Philadelphia markets and street festivals throughout the city. He opened a day stall in Reading Terminal Market in Sept 2017 and transitioned to a fixed stall in May 2018

45

Art

Recommendations to diversify Market uses, increase activity during quiet hours, and engage with immigrant communities Art 1: Murals and Community Histories Blank walls throughout the Market are isolating and unattractive. They’re often found between vendors and near service doors. As more than 30% of the visitor surveys noted, customers to the Market want to see pictures of the community and the Market’s history highlight. Murals painted by local community members and/or immigrants, timelines and historical photographs, can be used strategically to brighten dead walls. There are also opportunities to turn the historical photographs and art into a walking tour throughout the Market. The Market could partner with organizations such as The Village of Arts & Humanities, Philadelphia City Archives, Taller Puertorriqueno and Mural Arts for assistance.

Community Uses Economic

46

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Over 30% of responses from the visitor surveys wanted to see pictures of the community and history of the market highlighted

Recommendations

Murals and timelines can be used strategically to brighten dead walls

47

Recommendations Art 2: Pop Up Art Gallery As the Pennsylvania Dutch vendors are closed on Sundays, there are corridors in the northwest corner of the Market that are cordoned off and disrupt the dynamic market fabric. To activate these spaces, the Market could create a pop up art gallery. Canvases, either rolling or on stands, could be used to block off dead aisles and engage communities. The art that is on display can be changed easily with pins for different exhibitions. The Market would additionally benefit from engaging local artists, especially immigrants, as friends and family of the artist would be more likely to come visit.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Canvases, either rolling or on stands, could be used to block off dead aisles and engage communities

48

Recommendations Art 3: Vendor Advertising Closed stalls that are not within corridors that can be closed off, are often unattractive and create isolated spaces throughout the Market. As vendors at the Market are responsible for their facades, some responses such as shutters would be hard to finance and standardize. Therefore, vendors can keep their facade empty and clean to ensure the market fabric and sightlines are not disrupted. This would also be an important way to advertise and brand stalls as opposed to covering them, something vendors suggested they wanted more opportunities to do.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort Branding below sightlines at Fox & Son

Uniform and informational covers at Hatville Deli

Lit signage at Hunger Burger

49

(S)eating Capacity

Recommendations that increase capacity for customers to eat and socialize within the market (S)eating 1: New Furniture

(S)eating 2: Increase Standing

The Market should invest in new seating and tables that give the Market a fresh but familiar look. New furniture should be aesthetically pleasing, extremely durable, and easy to clean. It should complement the Market’s existing beloved image as a place for all Philadelphians while enhancing the Market’s competitive positions given the new development nearby. Investments in new seating should not decreasing (s)eating capacity.

The Market should increase its standing and eat capacity. Standing areas take up less space than sitting areas, making it an effective way to increase (s)eating capacity given space constraints. Standing areas also get people moving more quickly than seating areas, resulting in higher customer turnover during the busiest times. Placement and design of standing surfaces is critical as they can easily feel “in the way” when they are not being used.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Community Uses Economic

Diversity

36 customers

50

Public Space

Immigrant Relationships

Social

Comfort

48 customers

Recommendations

51%

of customers want more or different seating

(S)eating 3: Pop-up (S)eating Vacant stalls should be converted into pop-up (s) eating areas where possible. By design, these areas should be attractive while also feeling temporary and mobile so customers are not disappointed when an area transitions back to vendor use. Standing is preferred in these pop up areas, so the area feels alive when people walk by and not like a hiding place. Pop-up seating areas can be an opportunity

to communicate what is coming soon to the market (events, new vendors, etc).

Using themes and placemaking is an opportunity for to leverages sponsorships and partnerships to make the areas feel fun and exciting.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Pop-up seating areas can be an opportunity to communicate what is coming soon to the market

68%

of vendors want to see pop-up seating 51

Recommendations (S)eating 4: Courtesy Seating Tables Since standing surfaces will not increase eating capacity for the elderly, people with disabilities, and new or expectant mothers, courtesy seating tables should be added to easily accessible parts of seating areas such as corner spots. The locations of courtesy seating should be communicated on the “Plan Your Visit” section of the website so customers know they are available ahead of their visit. Courtesy seating will help customers who need a little more

consideration to feel confident that they will be able to find a place to sit at the market. Similar to courtesy seating on a bus, these seats will rely on the respect and civility of customers. Given the Market’s reputation as a cosmopolitan canopy, we are confident that the majority of customers will comply with this recommendation.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Courtesy seating tables should be added to easily accessible parts of seating areas such as corner spots

52

Placemaking

Recommendations that maximize the communal value of the Market’s public spaces Placemaking 1: Multilingual Signage, Maps, and Menus Translating signage, maps, and menus into other languages would make the Market easier to navigate for customers who do not speak english or learned english as a second language. These translations would help non-english speakers feel more welcome at the Market, and is an important step for expanding the Market’s diverse customer base and connecting

to Philadelphia’s non-english speaking immigrant communities. The introduction of multilingual signage must be balanced with existing wayfinding signage, but smaller maps and menus would be easier to make available.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Multilingual signage is a simple way to help non-English speakers feel comfortable at the market

53

Recommendations Placemaking 2: Family Area With Story Time and Music Time at the Book Nook, the Market already has a lot of child friendly programming. However, there is no permanent child or family friendly space at the market. Expanding the existing Book Nook and creating a family-friendly area will help customers with young children feel more welcome at the market. Through a collaborative design process that includes families who come to the market, lightweight child-sized furniture and more space between tables for stroller parking are just some of the ways to make it easier for families with kids to visit the Market. The family area will compromise some of the adult sized seating in that section of the market, but will be balanced out by the aforementioned (s)Eating Capacity measures.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Expanding the existing Book Nook and creating a family-friendly area will help customers with young children feel more welcome at the market

54

Functionality

Recommendations that make it easier for staff and customers to interact with the Market Functionality 1: Plan Your Visit Adding a “Plan Your Visit” section to the Market’s website will make the Market more accessible to people who are nervous that the market does not cater to their needs. This website tab is essential for making people aware of the comfort improvements to the Market and would enhance the Market’s existing media outreach efforts. It can be easily added to the Market’s existing website.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

What the “Plan Your Visit” tab on the Market’s existing website could look like

55

Recommendations Functionality 2: Charging Stations

Functionality 3: Clean Building Envelope

Customers waiting to charge their phone often use public electrical sockets that can blow device chargers, and take up high-demand seats in the main seating area. Adding charging station to dead walls around the Market will move people to emptier corridors, free up communal table space, and repurpose underutilized space. Stations would be a useful resource for vendor staff on breaks and customers, but will require physical and financial feasibility assessments to implement.

Although the maintenance staff keep daily use areas clean and the envelope is cleaned twice a year, 64% of vendors wanted to see “General Cleaning and Aesthetic Improvements.”1 Many areas above the sight line of the stalls (ceilings, vents, windows) accumulate a lot of dust and grime, which will become more noticeable with future lighting improvements. Increasing the general cleanings of these areas will enhance the Market’s image and competitive position.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Adding charging station to dead walls around the Market will move people to emptier corridors, free up communal table space, and repurpose underutilized space

56

1

Community Vendor Survey,Public pg XX Space Uses

Economic

Diversity

Immigrant Relationships

Social

Comfort

Recommendations Functionality 4: Prominent Sanitary Wipes Sanitary wipes for customers to use on tables are informally placed around the main seating areas.

Creating a permanent home for wipes that is more noticeable yet out of the way of foot traffic will help make the wipes more accessible to customers. More prominent placement will help keep public tables cleaner and contribute to the culture of cleanliness at the market.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort Creating a permanent home for wipes that is more noticeable yet out of the way of foot traffic will help make the wipes more accessible to customers

57

Recommendations Functionality 5: Trash Receptacles Current trash receptacles are bulky, and take up a lot of space, but have limited capacity and could use refreshing. Updated trash and recycling bins that are smaller could maintain capacity and provide flexibility, as different bins can be moved around the Market to accommodate busy areas. These receptacles would also be more aesthetically pleasing and enhance the Market’s competitiveness.

Community Uses Economic

Public Space

Diversity

Immigrant Relationships

Social

Comfort

Updated trash and recycling bins that are smaller could maintain capacity and provide flexibility

58

59

60

Measures

The 21 recommendations range from programmatic strategies to physical recommendations that will increase the community uses within the Market, improve the public space, and enhance the Market’s relationship with immigrant communities in Philadelphia. Our recommendations also fulfill all of our success outcomes: economic viability, diversity, social capital and comfort. As can be seen in the

of

Success

comprehensive chart on the following pages, these recommendations are multifaceted and holistic as many meet achieve more than one goal, and are defined by more than one success outcome. About 25% of these recommendations meet more than one goal, and more than 80% are defined by more than one success outcome. Furthermore, at least ten strategies meet each and every success outcome.

Economic Viability

Comfort

SUCCESS

Diversity

Social Capital 61

Measures

of

Success

Community Uses 1 2 Programming

3 4 5 6 7 1

Art

2 3 1

(S)eating Capacity

2 3 4

Placemaking

1 2 1 2

Functionality 3 4 5

62

Public Space

Immigrant Relationships

E

nt ips

Measures

Economic

Diversity

Social

of

Success

Comfort

63

Further Research

Recommendations outside this project scope, yet important to making the Market more welcoming Focus Groups One of the least answered questions on the customer survey was “Are there any culturally specific products you would like to see at the market?”

Almost two-thirds of respondents answered “no” or left the question blank.7 Since this question is hard to answer on the spot, but important for the Market to learn from, assembling focus groups to would help the Market get a better sense of what customers, especially immigrant customers, want to see. While forming these focus groups would require some investment, the Market would glean rich information from this research. This information would help make the Market more welcoming and grow the customer base. Focus group research can also target immigrant communities by integrating the process with immigrant community outreach.

64

Accommodating Dietary Restrictions Based off the customer survey and material from Breaking Bread Breaking Barriers, offering more foods that accommodate a wider range of dietary restrictions (namely Halal, Kosher, and vegetarian) would make the Market more welcoming to certain communities. A wider variety of diet friendly foods would also make the Market or specific vendors more competitive. Vendors that meet dietary food restrictions can also be included on the proposed “Plan Your Visit” section of the website.

Wayfinding Signage Several customers expressed interest in signage around the Market when surveyed. While the Market already has wayfinding efforts underway, this confirms some need for more clear, consistent, or frequent signage. Better signage will help people wayfind and be more comfortable coming to the Market, but must avoid being overwhelming.

Further Research

Just as immigrant communities from across Philadelphia gathered at the Market after hours for Breaking Bread Breaking Barriers, events, focus group conversations can help target products that make immigrants feel welcome

1

American Community Survey, 2012-2016 5-year Estimates, “Age and Sex: Table S0101” 2

US Department of Agriculture: Food and Nutrition Service, “Child and Adult Food Care Program (CACFP),” Published: April 12, 2016 https://www.fns.usda.gov/ cacfp/afterschool-meals 3

“Diversity Index and Public Schools: Enrollment and Demographics” PolicyMap (based on data from the National Center for Education Statistics and the US Census), accessed April 29, 2018 https://proxy.library. upenn.edu:4053/maps

6

Candace R. Young, MS, Jennifer L. Aquilante, MPH, RD, Sara Solomon, MPH, RD, Lisa Colby, MSW, Mukethe A. Kawinzi, Nicky Uy, and Giridhar Mallya, MD, MSHP, “Improving Fruit and Vegetable Consumptioin Among Low Income Customers at Farmers Markets: Philly Food Bucks, Philadelphia Pennsylvania 2011,” Preventing Chronic Disease Published: October 3, 2013. DOI: 10.5888/ pcd10.120356 7

Customer Survey

4

Alfred Lubrano, “Reading Terminal Market a rare meeting place” The Inquirer, updated: July 12, 2017 http://www.philly.com/philly/news/reading-terminalmarket-offers-classy-food-to-all-classes-20170713. html 5

HE Fricke, AG Hughes, DJ Schober, CA Pinard, FMW Bertmann, TM Smith and AL Yaroch, “An Examination of Organizational and Statewide Needs to Increase Supplemental Nutrition Assistance Program (SNAP) PArticipatiion” Journal of Hunger and Environmental Nutrition 10.2 Published: June 3, 2015 doi: 10.1080/19320248.2015.1004217

65

Appendices APPENDIX A. SITE VISITS La Marqueta, New York

Chelsea Market, New York

• A small, indoor market, La Marqueta serves

• Historically a NABISCO factory, the Market

•

mostly prepared food and is located under an elevated train Its appearance is inviting with bright colors, however does not feel like a historic place, even though it is marketed as such

Arthur Avenue, New York • Arthur Avenue Market is located in the Little

• • •

Italy neighborhood in the Bronx and is managed by the New York City Economic Development Corporation The Market serves as both a place to purchase groceries as well as sit and enjoy a meal They primarily promote their events on Facebook Even when closed, merchants keep their stalls clean and neat, which keeps the corridors looking active

Lexington Market, Baltimore

•

• •

Dekalb Market, New York • DeKalb Market is located in the basement of • • •

• Lexington Market is an example of a public •

market that is not maximizing its public space and is limiting its social capital It is also unsuccessful in utilizing public space to engage communities

Essex Market, New York • The 75 year old, indoor, daily Market is run • •

66

by the New York City Economic Development Corporation but is moving to a new space soon The vendors predominantly sell groceries but there are a few merchants who sell prepared foods. There is not enough seating The Market caters to a variety of demographics including Jewish, Italian and Puerto Rican populations. They promote their diversity through art and a beautiful visual timeline

was formed in the 1990s. It is part of the local historic district and is in a popular tourist area in Manhattan The Market had a diverse range of vendor types, many of whom did not sell food or produce.

However, there was a designated food court within the Market There was minimal seating available The Market made good use of artwork and photographs to highlight its history

a building in Brooklyn, near a strong anchor, Trader Joe’s The Market serves almost exclusively prepared foods, with a diverse range of price points and diversity There is ample and diverse seating including standing tables, personal seating and bleachers The Market uses art and lighting to create a vibrant space

Brooklyn Flea (winter market), New York • A privately run event, the winter market at • • •

Brooklyn Flea was difficult to find due to poor legibility of the built form The Flea Market had a variety of products and vendors but was relatively expensive Activities were available for children and the building was wheelchair accessible Large windows added to aesthetics and served as a good substitute for lack of art

Appendices APPENDIX B. CASE STUDIES Camden Market, London

Timeout Market, Lisbon

• Camden Market serves a large tourist attraction

• Timeout Market functions as a daytime produce

•

•

within London with vendors selling a variety of products, including prepared foods The Market does a good job managing the flow of traffic and organizing the space with well defined upper and lower sightlines

Eastern Market, Detroit • Eastern Market has outdoor and indoor vending •

space with merchants selling a variety of goods in a diverse range of sheds The Market plays an important role in selling healthy food and is a safe and inclusive public space in the city, attracting a diverse group of visitors

El Faro Swap Meet, Los Angeles • Over the last 25+ years, the market has grown • •

as a flea market for the Latino community in LA The Market serves as an important public space with diverse programming on the weekends The market provides over 200 local jobs

Grand Bazaar, Istanbul • There are thousands of vendors in the Grant • •

Bazaar and it serves as a large tourist attraction in the city The Market has both indoor and outdoor public spaces and uses color the diversity of stall facades enhances the vibrancy of the corridors There is poor way finding

market and a night time food court that sees over 2 million visitors each year The high tables in the Market allow for vendors to set up stalls during the day to place produce.

At night, it allows for communal seating and socialization between strangers as nighttime vendors set up along the periphery in garage style facades

Great Market Hall, Budapest • The Great Market Hall is a historical landmark and located centrally in Budapest

• The ground floor vendors sell groceries and • •

upstairs there are merchants selling prepared food Seating is minimal and access to the upper floors is hard to find and not wheelchair accessible Layout is simple to understand with a street grid pattern

Mercat de la Boqueria, Barcelona • The Market originates back to the 13th century • • •

with vendors selling meats to locals on the street nearby Today, the merchant’s association publishes a quarterly newsletter about events and the vendors Vendors have fixed signage placements, creating clear sightlines Seating is prominent along the periphery of the Market

Mercat de Santa Caterina, Barcelona • Vendors at this market predominantly sell

• •

produce and prepared goods, including wine and the Market serves both the community and the city at large There are triangulation elements including bars and public outdoor spaces Lighting adds to the ambiance with good windows and colorful walls

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Appendices APPENDIX C. CUSTOMER SURVEY

Customer Survey Name

/

Date

Are you local?

/ Yes

4. Are there any culturally specific products you would like to see at the market?

No

City

5.What do you like most about Reading Terminal Market?

Home Zipcode Circle One

6.The market could be a better public space with:

Time of Day Morning

Lunchtime

Late Afternoon

1. How often do you come to the market?

First Time

Weekly

Monthly

2. I am at Reading Terminal Market with: Me, Myself and I

Family

Friends

3. I come to the market to: (Check all that apply) shop eat

wander/explore OTHER

(Check all that apply)

more activities

market history

art installations

pictures of community

more/different seating

it’s perfect, don’t change a thing

MY IDEA

7. How does the market make you feel?

8. Please describe your ethnicity: (Check all that apply) White

Black

Asian

Other

Prefer not to answer

Hispanic

This survey is part of a student project focused on improving the market’s communal areas so it continues to be an inviting public space that attracts a broad range of people. Thank you for your participation!

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Appendices APPENDIX D. VENDOR SURVEY

Vendor Survey Business Name

4.To improve the market’s communal areas I would like to see.... (Check all that apply)

Length of Time at Reading 0-2 yrs Terminal

3-5 yrs

5-10 yrs 10+ yrs

Circle One

1.In my experience, customer and vendor diversity is Increasing

Steady

Neutral

additional seating

design assistance for stalls

more places to eat standing

marketing/wayfinding

5.To activate underutilized space in the market I would like to see... (Check all that apply)

Negative

3.What do you like most about Reading Terminal Market?

general cleaning/aesthic

MY IDEA

Decreasing

2.My experience with market events and programing is Positive

more comfortable seating

vendor advertising

market history

art installations

pictures of community

“pop-up” seating

customer engagement

MY IDEA

I am interested in further discussion about the market’s communal areas over: Breakfast Contact Info

Lunch (Optional):

Coffee

Phone

Email

Too Busy Doing Business Sorry!

This survey is part of a student project focused on improving the market’s communal areas so it continues to be an inviting public space that attracts a broad range of people. Thank you for your participation!

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Appendices APPENDIX E. LIST OF POTENTIAL COLLABORATORS ORGANIZATION Arab American Development Corporation Asian American Chamber of Commerce of Greater Philadelphia Asian American Women's Coalition Asian Arts Initiative Asociacion Puertorriquenos en Marcha ASPIRA Ceiba Concilio Constitutional High School Filipino Catholic Community Galaei Greater Philadelphia Hispanic Chamber of Commerce HACE CDC Haitian Coalition of Philadelphia Haitian Professionals of Philadelphia Lower Moyamensing Neighborhood Association Mastery CHS: Lenfest Campus Mayor's Commission on African and Caribbean Immigrant Affairs Mural Arts Program Nationalities Service Center Norris Square Neighborhood Project Pennsylvania Immigration and Citizenship Coalition Philadelphia Chinatown Development Corporation Philadelphia City Archives Philadelphia Commission on Human Relations Science Leadership Academy SEPTA Southeast Asian Mutual Assistance Association Coalition Taller Puertorriqueno The Charter High School for Architecture The City of Philadelphia United States Department of Agriculture VietLead; VietRoots Village of Arts and Humanities Welcoming Center for New Philadelphians Young Carribean Professionals Network

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NEIGHBORHOOD Citywide

TYPE Economic Development

Regional

Economic Development East Asian

Citywide Citywide Citywide Citywide Citywide Citywide NA Citywide Citywide

Immigration Arts Housing/Edu/Health Edu/Housing Housing Housing/Health/Family School Immigration Health/Advocacy

Regional

Economic Development Latinx/Hispanic

Citywide Citywide Citywide

Housing Advocacy Business

Latinx Haitian Haitian

Mifflin Square

Immigration

All

NA

School

Students

Citywide

Immigration

Jamaican + Haitian

Citywide Citywide Norris Square

Arts Immigration Arts/Advocacy

All All Latinx

City/Statewide

Immigration

All

Chinatown

CED

East Asian

Citywide Citywide NA Regional

Government Community Relations School Transportation

All All Students All

Mifflin Square

Immigration

Southeast Asian

Fairhill NA Citywide

Arts School Government

Puerto Rican Students Immigrants

National Government Social Justice Regional Northeast Philadelphia Arts Citywide Immigration Citywide Immigration

CONSTITUENCY Middle Eastern East Asian East Asian Puerto Rican Latinx Latinx Latinx Students Filipino Latinx/LGBT

Immigrants/All Asian African American Immigrants Jamaican + Haitian

Appendices SOURCES CITED American Community Survey, 2012-2016 5-year Estimates, “Age and Sex: Table S0101” Anderson, Elijah. The Cosmopolitan Canopy: Race and Civility in Everyday Life. New York, NY: W.W. Norton & Company, 2012.

Center City District. 2018 State of Center City Philadelphia. 2018.

“Diversity Index and Public Schools: Enrollment and Demographics” PolicyMap (based on data from the National Center for Education Statistics and the US Census), accessed April 29, 2018 https://proxy.library.upenn.edu:4053/maps Fashion District Philadelphia. Development. Accessed April 30, 2018. http://www.fashiondistrictphiladelphia.com/Redevelopment#progressphotos.

Fricke, HE, AG Hughes, DJ Schober, CA Pinard, FMW Bertmann, TM Smith and AL Yaroch, “An Examination of Organizational and Statewide Needs to Increase Supplemental Nutrition Assistance Program (SNAP) PArticipatiion” Journal of Hunger and Environmental Nutrition 10.2 Published: June 3, 2015 doi: 10.1080/19320248.2015.1004217 Lubrano, Alfred “Reading Terminal Market a rare meeting place” The Inquirer, updated: July 12, 2017 http://www.philly.com/philly/news/reading-terminal-market-offers-classy-food-to-all-classes-20170713.html US Department of Agriculture: Food and Nutrition Service, “Child and Adult Food Care Program (CACFP),” Published: April 12, 2016 https://www.fns.usda.gov/cacfp/afterschool-meals Vitiello, Domenic. “What Does Unauthorized Immigration and Sanctuary Mean for Philly’s Revival?”

PlanPhilly. January 12, Young, Candace, MS, Jennifer L. Aquilante, MPH, RD, Sara Solomon, MPH, RD, Lisa Colby, MSW, Mukethe A. Kawinzi, Nicky Uy, and Giridhar Mallya, MD, MSHP, “Improving Fruit and Vegetable Consumptioin Among Low Income Customers at Farmers Markets: Philly Food Bucks, Philadelphia Pennsylvania 2011,” Preventing Chronic Disease Published: October 3, 2013. DOI: 10.5888/pcd10.120356 Zorrilla, Mónica Marie. “When Will The Gallery Reopen as Fashion District Philadelphia? A Construction Timeline.” Billy Penn. April 06, 2018. Accessed April 30, 2018. https://billypenn. com/2018/04/06/when-will-the-gallery-reopen-as-fashion-district-philadelphia-a-construction-timeline.2017. Accessed April 30, 2018. http://planphilly.com/eyesonthestreet/2017/01/12/ what-does-unauthorized-immigration-and-sanctuary-mean-for-philly-s-revival.

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