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HomeMy WebLinkAboutCAO-08-038 - Your Kitchener Market Updatee ~4 ~.~~ _ ~~~t~_~ REPORT Report To: Finance and Corporate Services Date of Meeting: October 14, 2008 Submitted By: Kathy Weiss, Director Business Development Prepared By: Kathy Weiss, Director Business Development Ward(s~ Involved: Ward 2 Date of Report: October 14, 2008 Report No.: CAO 08-038 Subject: Your Kitchener Market Update RECOMMENDATION: For information purposes only BACKGROUND: On June 2, 2008 the responsibility of the Kitchener Market was transferred to Economic Development under the leadership of the Director of Business Development. On June 16, 2008, a short-term strategic plan was presented to Council which outlined action items to be undertaken in order to move the Market forward until a governance model was decided upon. Council also asked for an update in the Fall of 2008 as to the status of these action items and other matters of interest. REPORT: The 2008 Short-Term Strategic Plan for the Kitchener Market contained 20 strategic action items related to issues that have been identified as impediments, obstacles or necessities in establishing a vibrant and successful Market outside the successful Saturday Farmers Market. A status report on these action items are as follows: 2008 Short-Term Strategy: Marketing Review Branding Your Kitchener Market has undergone many changes over the years, from new buildings to new management, therefore causing a fractured identity/brand. Your Kitchener Market is participating in a branding exercise to develop a brand that is unique, memorable, and reflects the direction of the new market. The professional consultants have developed a focused plan that will solicit the information required to build a tailored branding strategy. A key tool in this development stage is a public survey. The survey was launched on August 14 until September 3 and was made available in an electronic format via online survey software with direct links on the City's and Your Kitchener Market websites. Hard copies were made available at the kiosks located on the lower and upper level of the market. The survey was targeted at a vast audience including, current market shoppers, non-market visitors, surrounding neighbourhoods, and outside of the core neighbourhoods. Nearly 80 per cent of the 479 people who filled out surveys currently shop at the market. Of those, 89 per cent felt the most important aspect of the market is the availability of fresh goods, while 84 per cent felt access to local food is the most important aspect. The insights from the survey results include: 1. Respondents overwhelmingly value local and fresh over any other aspect of the market, whether the idea of an urban market or a traditional market. 2. The space needs to feel more inviting, warm, comfortable and market-like. 3. Community is a very important element of the market to people. 4. Although not the first priority, many value the international diversity of vendors on the upper level and would like to see more of the same. Given the local appetite for diversity, the changing face of Waterloo Region and the high expected immigration rates to this area, demonstrating and celebrating diversity will continue to be important to citizens 5. Signage inside and out must be improved. 6. There are many passionate supporters of the market who are committed to seeing it succeed. 7. There is significant interest in having a Wednesday market and having produce available upstairs during the week. The insights from the research and strategy sessions will play a key role in the development of the brand identity, which includes name, tag line, logo and associated graphics, colours, images and fonts. Public input will also be obtained at this phase in the project. This valuable feedback is helping to shape the market's new direction. As a result, council and residents can expect to see some exciting changes happening at the market in the coming months. Development of Your Kitchener Market Mascots Market Mascots joined the City of Kitchener float in the Oktoberfest Parade, accompanied by a Your Kitchener Market banner and the crowd response to Market Mascots was very favourable "Give your fruits & veggies a squeeze!" was a tagline used and received a favourable response as well. A campaign is being pursued using the tagline to promote the Mascots wherever possible. Plan is being developed to increase exposure in all parades and activities that will allow the Mascots to promote the "fresh & produce" concept of the Market. 2008 Short-Term Strategy: Fiscal Responsibility Diligent fiscal and operations management has been underway with the expectation of a reduction in expenses for year end 2008. However results won't be confirmed until closer to year end. Moving forward, the 2009 operating budget has been reduced and will continue to be assessed on an on-going basis forfurther reductions as well as looking for new opportunities to generate revenue. i.e} sponsorships, etc. 2008 Short-Term Strategy: Infrastructure Improvements Pam On-going feedback from numerous sources of no parking at the Kitchener Market continues to be an issue. With access to Market Square parking garage, Scott Street lot and Madison Street lot, staff is currently doing a parking assessment that includes: availability, accessibility, current usage, signs, marketing. As part of this assessment, for 3 consecutive Saturdays during peak times, staff undertook an inventory of the number of cars in the lots that are currently being provided at Scott St., Market Square and Madison St. On all 3 occasions Scott St. was 1/3 full, Market Square was completely empty beyond the first floor and Madison St. was congested with 12 (or more} vendor's large trucks and staff vehicles who park for the day. While the vendors will be asked to park at the Scott St. lot, it is clearly a perception that there is no parking around the Market. This is a direct result of the public being unaware of what is available to them. Also, in relation to surveys and comments that Scott St. and Market Sq. are too far for people to walk, staff on those three occasions walked slowly, moderately and briskly from the Eby St. covered area, tracking times of 280 seconds, 210 seconds and 170 seconds respectively. Because the parking is not adjacent or attached to the Market, beyondl block the perception is it's too far. Based upon conclusions, a marketing strategy will be developed to improve public knowledge of and use of existing parking inclose proximity to the Market. Ideas are being developed to assist in making parking as convenient as possible for seniors and disabled persons knot limited to), ex. "carry out" service. P.A. S sy tem Installation of P.A. System is underway for the purpose of piping in music to create a warm and vibrant atmosphere and as a necessary security tool, if the need arises. Sherwood Systems was awarded the contract and a system that supports the interior market up to and including the parking garage and exterior piazza is being installed. Market Finishing Comments from the Kitchener Market branding surveys outlined the design, decor, feel and appearance with comments such as atmosphere is plain and uninteresting, feels very empty, energy-intensive design, cold and wasteful space, not aesthetically pleasing and needs more ambience. Currently reviewing interior fagade to improve the surroundings and encourage an inviting atmosphere. This includes new paint colours, wall textures, interior signage, infrastructure such as large banners that will create perception of lower ceilings. Market Floor Finishing The original finishing put on the floor on both levels of the market was below grade and leaves the look and feel of a worn and shabby facility. The tendering process was complete in 2007 however never acted upon. It was re-tendered in September 2008 with a closing tender date of October 16, 2008. 2008 Short-Term Strategy: Business Development New Upper Level Permanent Vendors Beginning November 1, 2008 a further 2,500 sq. ft. of space will be leased. Types of businesses include crafters, retail and organic grocer. Wiper Level Mini-Market Both primary research (on-site visits) and secondary research (on-line, interview) being conducted to investigate feasibility of mini-market concept. Plans are also underway to visit several other markets and commercial enterprises to identify best-practices. 2008 Short-Term Strategy: Partnership Opportunities Kitchener Market Collaborative (KMC Working relationship with the KMC has been re-established, both with the collaborative as a whole as well as on a one-to-one basis with individual collaborative members. Meetings are taking on a more structured format agendas and meeting minutes being created} to facilitate goal-oriented actions of the Mini-Market Concept and other areas of the market. KMC members are proving to be an invaluable source of information, support, and enthusiasm. Kitchener Downtown Business Association (KDBA~ Working relationship is being established with Mark Garner, Executive Director of the Kitchener Downtown Business Association and we are exploring how we can best support one another's goals and create opportunities for further business development for both Your Kitchener Market and the surrounding Downtown Kitchener businesses. This includes cross-promotional and networking opportunities to gain introduction to and further our exposure with the other businesses in Downtown Kitchener Barren Works Group A working relationship is being established with Barrel Works Group to address the issue of vacancy in 290 and 310 King Street East. Support received from a representative of both Terra View Homes and Kiwi-Newton Construction has been very encouraging. Plan of action being developed to facilitate the leasing of the vacant space and introduction to new management at Le Marche Residences via Barrel Works Group. This is being pursued in order to develop a working relationship to address operational issues that impact Your Kitchener Market nktnhPrfPSt In the 2008 festival, The Kitchener Market was recognized as an accredited location for Oktoberfest with both weeks hosting numerous Oktoberfest functions. Plan is being developed to increase exposure in both the Oktoberfest Parade and ultimately in the Oktoberfest Festival itself, with the goal of making Your Kitchener Market a recognized location of the Oktoberfest Festival. 2008 Short-Term Strategy: Target Market Outreach and Community Development Downtown Neighbourhood Alliance Interest has been expressed and supported in becoming a part of the Downtown Neighbourhood Alliance. We are currently awaiting the date of next meeting. This partnership would provide access to the Chairs of all Downtown Neighbourhood Groups thereby facilitating communication with and access to the neighbourhoods, one of our key target markets. The intent is to create and pursue any opportunities to further focus and develop our programming and to further market Your Kitchener Market 2008 Short-Term Strategy: Staff Resources C~ge in staffinq As a result of the resignation of the Market Manager in July 2008, an opportunity arose to realign staff roles and evaluate procedures and processes to ensure efficient service delivery operations and financial controls. This is currently underway and evolving on a day today basis. Ingrid Schiller, day to day operations Kara Harrison, business development/marketing Kathy Weiss, overall strategic direction Reduction in part-time staff An assessment of part-time Saturday staff has resulted in a reduction of 2008 Short-Term Strategy: Programming New Programming Staff have been working closely with COK events staff and have created an effective partnership in the planning and delivery of programming/events at the Kitchener Market. This includes new initiatives such as: 100 Mile Market Markdtfest/Oktoberfest Christmas at the Market Planning for 2009 begins in November and will be focused on attracting citizens to the Market during the weekdays as well as on Saturdays. 2008 Short-Term Strategy: Policies Staff are working with COK legal department to have formal leases prepared effective January 1, 2009. This will allow staff to enforce consistent hours of operation, long term financial planning and overall professional management of tenants in Your Kitchener Market. FINANCIAL IMPLICATIONS: Expenses related to the implementation of this strategic plan are accounted for in the current operating and capital budgets for the Markets. Amounts are not yet determined as projects/processes etc. are still in planning stages or not yet underway. COMMUNICATIONS: On-going through out the process of each segment as required CONCLUSION: Upon conclusion of the branding strategy, staff will present the findings to Council as well as the proposed outcomes of the exercise. This is expected to be mid November 2008. The launch of the "new Kitchener market" is planned for May 2009 to allow for staff to implement all components of this strategy including the addition of the "mini-market" on the upper level. Kathy Weiss Director Business Development/ Your Kitchener Market