Market review to boost performance and add vitality to town centres

Swale Borough Council in Kent wanted to retender contracts for an operator for their markets in Sittingbourne and Sheerness-on-Sea on the Isle of Sheppey, which were underperforming. Revitalising the markets could potentially help boost the overall retail and visitor experiences in both towns.

BACKGROUND

Located in a rural part of Kent, the towns are challenged by having large commuter populations with low numbers working from home. Local jobs tend to be low paid.

Sittingbourne’s geography means there are more appealing towns within 15 minutes, and Sheerness is further constrained by limited access on and off the island.

The markets generate an income but are underperforming. The council wanted to boost street trading as an integral part of the shopping experience, establishing new reasons for shoppers to visit, extend dwell and increase spend.

It was also important that the markets add to the vitality of the towns and local economy.

WHAT WE DID

We undertook a research and analysis exercise on the town centre’s existing offer, alongside a financial and operational review of the markets. This work included site visits and stakeholder engagement, as well as benchmarking the fees and charges against similar markets.

From this, we drew up guidance for compiling a tender pack and a short list of operators who could be approached.

However, as the project progressed, it became clear that a tender for a new operator for the existing markets would be challenging as the markets’ performance was such that it made them unappealing to other operators.

The project brief changed direction to consider alternatives to markets and street trading and how these might be more successful in meeting the council’s objectives while offering a financial return to the council.

We delivered a pragmatic, honest report on the challenges of attracting new operators to run the markets alongside options to make changes so that the markets delivered against the council’s goals or even a better outcome.

This included key steps and strategic decisions for the council and how to move forward with the plans.

WHAT OUR CLIENT SAID

From the point of initial contact, The Assembly Line demonstrated their vast experience in the market sector. They delivered the agreed brief and made additional suggestions as information came to light through the process. They undertook a number of physical visits to really get a feel of the areas under review, both on trading and non-trading days. The final report was well written and very comprehensive, with a number of recommendations regarding the future sustainability of the borough’s markets. I would highly recommend The Assembly Line for others looking to review their markets. Emma Bartley, Economic & Regeneration, Swale Council

The Assembly Line has worked across Kent on other projects, including with the nearby borough of Gravesham, which recommended us to Swale Council.

In Gravesham, we maximised the potential of the market tender process so that it focused on client needs, giving clarity to applicants and taking the pain out of the process.