Establishing new uses for a listed building and operator tender

To shape future investment decisions on the operation of two council-owned assets in Kingston upon Thames, the council commissioned The Assembly Line to review the use of Grade II listed Ancient Market House and Market Place and the market within it. The council wanted recommendations for viable new offers, uses and activities to activate this core space at the heart of the town centre.

BACKGROUND

The council had struggled to find a clear purpose for the iconic Grade II listed Ancient Market House despite it being a well-loved heritage asset, and it had fallen into disrepair.

Market Place had permanent market structures and held daily markets alongside numerous events. Unlike many of our other projects, the market was generally successful, with a low turnover of traders and generated valuable footfall. When combined with special events, it created a focal point for activity.

However, as pedestrians, cyclists, and service vehicles also use the space, the area around the market gets crowded during peak times, while other parts of the square remain underused. Events are predominantly focused on children and family activities so there was scope to develop an evening economy.

The market had been operated by Kingston First, Kingston’s Business Improvement District (BID), for more than 10 years. The council had responsibility for repairs, maintenance, cleaning, and waste management, but this had become increasingly costly. The relationship between the two parties hadn’t been reviewed to assess how it was working and if it was still appropriate.

As part of the commission, we were asked to prepare an operator brief to which both the existing market operator and others could respond. In conjunction with this, there was to be an options appraisal for future uses of the Ancient Market House.

WHAT WE DID

TWe undertook an extensive research exercise engaging with stakeholders, including the council, BID and market traders, and built a profile of Kingston: who it serves and appeals to, what was successful and what wasn’t. We identified opportunities to better use the market square all year round, attract more people to the town centre and increase dwell time and early evening activity.

There were also opportunities for how the square and House could play a more central role in the town centre.

From this work, we completed an operational and financial review, tested demand with market operators and compiled a brief for a new market operator and a marketing pack to highlight the opportunities.

We also explored ideas for different uses within Ancient Market House to reach a point of breakeven for the council and a timeline which needed to take account of an extensive repairs programme.

We evaluated whether the Market Place, market and Ancient Market House should be managed by a single operator under one lease or multiple operators with differing timelines.

As a result of our work, the council’s Corporate and Resources Committee approved the new market strategy and tendered for a new market operator.

WHAT OUR CLIENT SAID