Agenda item

Presentation by Greg Ward, Director of Economic Development, Catherine Brice, Head of Westminster Markets and Jen Compton, Research Manager.

4.1      The Licensing Committee was given a presentation on Markets Strategy Public Consultation, by Jen Compton, Market Research Manager.  The public consultation on the Street Markets Strategy ran from Monday 6th August until Monday 29th October 2018.  The consultation programme covered online, print and face-to face surveys, as well as drop-ins to encourage a wide range of responses from different groups, and a broad range had been received from different audiences.  Ms Compton advised that the consultation gave a basis of information for the Council to consider for the next stage of the Street Markets Strategy.  She said the Council had received over 800 responses capturing issues which needed to be considered in relation to the Street Markets Strategy. 

4.2       The survey consisted of mainly closed questions within several themes which included;

·      Support with starting a market stall

·      increasing income,

·      how customers use our markets,

·      involvement with local markets,

·      goods for sale,

·      operational and regulatory issues (Traders survey only),

·      and ensuring our markets reduce their impact on the environment. 

Also, that respondents could also offer open comments on the themes at the drop-in sessions.

4.3       Ms Compton advised that there were 838 responses to the consultation survey, 339 via the online and paper survey, 499 on-street survey, 60 attendees at the drop-in sessions and 73 licensed traders responded to the survey, along with 35 market workers and casual traders.  She said that of the non-trader responses, 210 had commented on Tachbrook Street, 173 on Church Street, 140 on Strutton Ground, 127 on Berwick Street, 108 on Maida Hill and 95 on Rupert Street.  Ms Compton advised the Licensing Committee that the largest proportion of responses had come from residents (335), followed by workers (264), regular visitors to the area (126), business owners/representatives (22), five organisation /stakeholder groups and 25 other respondents.

4.4       Ms Compton informed the Licensing Committee that traders were asked several questions about the markets, some of which were also asked of non-traders. She explained that all fees and charges data had been excluded from those findings and could be found in the Licensing Committee Markets Fee Post Consultation Report.  She said that there was strong support for the sustainability of the markets and that it was important to traders; with 84% wanting to see reduced plastic and packaging, and 82% more recycling facilities.  Ms Compton advised the Licensing Committee that 77% of the respondents would like to see more seating in the markets, the local community have more input into the markets and the markets playing a bigger role in the community (74%).  She explained that there was also support for more opportunities for young people in Westminster to trade at markets (69%) and preference being given to first time traders and residents of Westminster (66%).

4.5       Ms Compton advised the Licensing Committee that post-consultation, the next phase would look for the approval of the changes to fees and charges and to deliver a Markets Strategy.  She said that the strategy would be published in March 2019 and would include an overarching strategy to be implemented between 2019 and 2022, with projects delivered where there is both demand and funding. Ms Compton advised that the strategy would have common themes in place across all markets.  She said the strategy would include local tailored plans for each market as a collection of projects and business-as-usual activities would be developed and explained that she intended to collect specific feedback on each market through drop-in sessions with residents, businesses, customers and traders.

The matters raised in relation to the report included the following:

4.6       The Chair and members of the Licensing Committeethanked Ms Compton for a comprehensive piece of work.  The Chair made enquiries regarding the use of specific wording relating to more opportunities for young people and if other groups e.g. individuals who had ‘a change of career’ later in life.  The Chair also sought further clarification on whether ‘foods from certain regions’ included hot foods. Ms Compton advised that the questions regarding opportunities did use words specific to young people and that ‘foods from other region’ did include hot foods.  The Chair made a further enquiry about a performance management system for WCC markets.  Mr Greg Ward, Director of Economic Development advised that he intended to address performance management in the second part of the item.

4.7       Councillor Scarborough thanked Ms Compton for her presentation and was encouraged that some useful conversations had taken place.  Councillor Less also thanked Ms Compton for the presentation and sought further clarity on the number of residents who had attended the drop-in session at Church Street. Ms Compton explained the group had been made up entirely of residents and that officers had gone out into the market to engage directly with traders for a wider variety of responses.   Ms Compton advised that officers had spoken with a broad range of respondents and if they were unable to come to the officers, then the officers went out to visit them.

4.8       Councillor Caplan also thanked Ms Compton and felt that robust data had been collected from several sources. However, he felt that there was a contradiction of data balance and that the WCC should support the existing traders and that there should be a balance between existing traders and young people and start-ups.  Councillor Caplan felt that there were a few options regarding the allocation at Berwick Street and that the improvements would also bring challenges.  Councillor Caplan felt that answers were needed to address those challenges and he felt that a new policy was needed to achieve that. 

4.9       Councillor Caplan raised a query regarding the part time economy not being mentioned in the report, and the balance between full time and part time traders and the difficulties facing full time traders during quiet periods.  Councillor Caplan felt that officers should develop and carefully define what WCC means by young people and start-ups.  He advised that when developing the policy, officers should think through all the different scenarios, and that people need to be informed to improve understanding. Councillor Caplan felt the Council needed to develop appropriate rules going forward with better definitions, specific to each market as each market is different.

4.10     The Chair stated that the data will vary as each market offered something different and noted that the website was unattractive and required updating. Councillor Freeman also felt that this was a good piece of comprehensive work, however he felt that it would need to be reviewed regularly, as he still had concerns about certain gaps.  In response to the queries raised, Mr Greg Ward, advised the Licensing Committee that all their comments were helpful, and his officers were collecting further information on how the WCC markets work and are developing a performance framework.  Mr Ward introduced his colleague Ms Catherine Brice who had recently been appointed as the new Head of Street Markets, a new post dedicated to the development of Westminster’s markets.

4.11     Mr Ward advised the Licensing Committee that the goal within the Economic Development Team was to help the markets to adapt to new challenges facing the wider retail and hospitality sector while maintaining their very central role in Westminster, as community and cultural assets.  He informed that each of the eight markets: Berwick Street, Church Street, Maida Vale, Rupert Street, Strutton Ground and Tachbrook, were quite different in terms of market offer and customer base; collectively across Westminster there are over 400 pitches.

4.12     Mr Ward advised that markets help build a strong sense of local identity and are also a source of fresh and healthy food, as well as important meeting places where people from different backgrounds come together. He felt that in embarking on this new programme, he wanted to work closely with the wider communities that surround and nurture each of the markets - residents, local workers and local businesses as well as of course the traders themselves.  Mr Ward advised that consumer habits and tastes have changed radically even in the past decade.  As economies of scale have created clones on every high street, markets can come into their own, offering unique cultural experiences. 

4.13     Mr Ward advised that the longer-term strategy must recognise that each of the markets were different but with many of the same aims.  To that end, Mr Ward proposed taking the findings of the extensive consultation and use it to create a new market strategy which officers would bring back to Committee in March.  In addition, he advised officers would also work with the traders and wider community on local plans for each of the markets – each one tailored to the distinct characteristics of each market. 

4.14     Ms Brice advised that while she had seen many markets with potential, none have more potential than those in Westminster.  She advised that although thriving social and economic assets, markets face new challenges as the internet erodes their traditional base as it was doing with all physical retail. She felt that the markets were the glue that holds many of the other parts of local economies together, serving to support tourism, low income families and other businesses. Ms Brice advised that perhaps market traders could adapt more quickly than other businesses to changing tastes, however there is an ever-growing emphasis on hot food. Ms Brice advised that the age profile of existing traders is a significant cause of declining numbers in certain types of stalls. She advised that it had resulted in a loss of accumulated knowledge about produce and ways to sell it. She felt this is particularly true among fresh produce traders, with family members not wanting to take on the business due to the early hours involved.

4.15     Ms Brice advised that perhaps, in the internet age, markets can contribute to ensuring local centres could be good customer experiences which encouraged people to visit and to experience.  She said that there was a general culture of traders’ apparent reluctance to adopt new technology, with a widespread preference for continuing with traditional business practices. Ms Brice advised that accepting non-cash transactions would widen their offering to new customers and enable more efficient business practises to take place. Ms Brice said that there was also a concern that many traders rely on older diesel-powered vehicles that would not meet new regulations on emissions.  Mr Brice felt that the markets, in particular Church Street market, generate important social value in that they provide affordable food products but were also gathering points to prevent social isolation.

4.16     Ms Brice advised that Church Street market had the highest number of residents operating a market stall, but as a percentage Tachbrook Street had the highest proportion of residents. Ms Brice explained that the Council would like to provide opportunities for Westminster residents to be involved in the markets. Ms Brice advised that Westminster Kingsway College had expressed an interest in students selling their catering produce on the markets.  Caxtons, a youth organisation would also like to have a presence at the market to help develop and provide an opportunity for young people with special needs.

4.17     Ms Brice explained that developments were planned to take place across all markets and her aspiration was for each market’s identity to be supported. She advised that Westminster wanted Wi-Fi to be available across all markets as it would have numerous benefits to both market traders and customers, leading to an increase in turnover and sales as market traders will be able to more easily accept card payments.

4.18     Ms Brice explained about a trial at Berwick Street Market which was currently underway and where traders have been provided with festive lighting to illuminate each stall over the festive period.  She said that this would provide additional lighting for the market alongside providing the market with more of a festive feeling.  Ms Brice advised that she was very keen to look at sustainability and reducing plastic consumption at the market, and had showed the Licensing Committee examples of plant-based disposables made from renewable, lower carbon or recycled materials and may be commercially composted with food waste.

4.19     Ms Brice concluded the presentation by discussing how to measure the success of the strategy. She commented on the average take for a trader and highlighted a central London street market and hot food market as key figures. Ms Brice highlighted how market traders could realise their earning potential and move towards a higher take and hoped it would be possible with the interventions discussed.  Ms Brice explained that conversations with the London School of Economics had taken place regarding a market health check.  She advised that the LSE was keen for students taking a Masters in Global Management to undertake a business project to develop a methodology for measuring the health of Westminster’s markets. She said that this would help officers create a benchmark of the current health of WCC markets and then enable officers to measure how successful the changes to the market have been.

4.20     Councillor Scarborough commented on the ability of older traders to switch from taking cash payments to using technology to take payments.  She suggested that some traders may require financial guidance and support.  The Chair felt strongly that any equipment must work reliably so that the traders can trust it.  Councillor Caplan commented on his visit to the Christmas markets in Manchester and the need for the WCC markets to be competitive.  He suggested that officers should consider farmer’s markets, hobbies and crafts and a variety of other markets types. Councillor Caplan felt that it was important for WCC markets to go electric and contactless, and he referred to the transition of taxi cabs drivers to electric payments.

4.21     Councillor Freeman commented on the social element of markets, they were places where people meet friends, and so the improvements should be more than technology.  Councillor Less queried packaging and the zero-bag policy in Morocco.  She said that shoppers brought their own bags and used Tupperware for meat and fish and was encouraged through a points and rewards system.  Councillor Less also made enquiries into the master plan for Church Street market and how some traders will suffer with the new fees and regeneration.   Councillor Glen was very interested in the last slide where it showed Tachbrook market trader’s take, Councillor Glen queried the need to maintain a mix of traders.  The Chair welcomed the report and looked forward to receiving an update at the next Licensing Committee meeting in March.

4.22     RESOLVED: That the report be noted by the Licensing Committee.