SECTION 7: IMPLEMENTATION
PUBLIC MARKET Kenosha residents, City leaders, and the existing Harbor Market expressed a desire to develop a permanent public market Downtown – a year-round expansion of the weekly Harbor Market. In addition, many people expressed desire for a small grocery store Downtown. A public market can meet several needs at once. A number of enclosed, year-round public markets exist in small to mid-sized cities around the country. Some are historic, such as Central Market in Downtown Lancaster, Pennsylvania, which began in 1889. However, several others have been launched as community-initiated projects in the more recent past. Establishing a year-round public market in Downtown Kenosha will likely need to advance incrementally – by first building a covered shed structure and later expanding to an enclosed building. In this way, development can be phased with the seasonal sheds later becoming ancillary to the enclosed market when it is developed (see Charleston, West Virginia case study). Construction of a fully built market of 12,000 to 15,000 square feet is likely to cost in the range of $1.5 million, assuming private concessioners (e.g., cafe or restaurant) do their own build-out. A Community Development Block Grant has been secured by the City for Harbor Market to conduct a public market feasibility study. As the City and Harbor Market moves forward with the study, the feasibility analysis should include the following elements: ■
Projected revenues for the market, including sales, tenant rents, wholesaling, and event rentals.
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Projected operating expenses, including payroll, advertising, cleaning, utilities, repairs, trash removal, etc.
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An estimate of working capital needed.
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Projected subsidies, which will likely be needed in the first several years of operation.
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Appropriate site location
Case Study: Capitol Market, Charleston, West Virginia One of the most compelling examples is Capitol Market in Downtown Charleston, West Virginia, which operates as a 501(c) 3 nonprofit. Capitol Market began operations 14 years ago, in a converted railroad freight-transfer building. The market operates seven days per week and hosts eight vendors, including a produce market, butcher, fish monger, wine seller, chocolatier, café, and a restaurant. A few vendors specialize in West Virginia products; most of the food vendors sell both raw and limited prepared foods (e.g., the butcher offers a limited selection of sandwiches). Café-style seating and Wi-Fi are available throughout the market hall. Outside is a seasonal farmers’ market, where growers sell West Virginia produce in spring, summer, and fall, and Christmas trees in December. - City Population: - Est. Market Hall Size: - Unenclosed Space: - Est. annual operating revenues (2010) - Est. annual rent and maintenance expenses (2010) - Est. annual salaries and benefits (2010) - Building ownership
50,000 15,000 SF 20,000 SF $366,000 $74,000 $72,000 City
Initial steps for establishing an indoor market include: ■
Establish a market development team
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Create a market concept and business plan to test feasibility and projections
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Determine the preferred business model
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Secure site control
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Begin grant and capital campaign
Photo Credit: Josh Bloom
CITY OF KENOSHA, WISCONSIN
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KENOSHA DOWNTOWN STRATEGIC DEVELOPMENT PLAN IMPLEMENTATION
FINAL DRAFT