HOW TO RUN A MARKET
Venue
The location of a market is important. For example,
visibility from street, access to power and water, nearby parking, flat site,
toilets, security, outdoor versus indoor, private land or government land,
occupational health and safety, drainage are some of the issue involved in
selecting the site for a market. Examples of venues include, paddocks, car
parks, sporting ovals, schools and community halls.
Any venue will probably need the agreement from the owner
and any necessary government approvals.
The stall layout is very important so that each stall holder
gets a fair share of the foot traffic. A horseshoe arrangement is one method of
arranging stall holders. Food stalls tend to be grouped together.
Day, Hours and
Frequency
Remember that markets have been operating since ancient
times and that there are markets operating all over the world holding daily,
weekly or monthly events (some are even held yearly). Things to consider when
setting the timing of markets include
check when other markets are on because stall holders do
attend many markets. T
The time will be dependent on local issues, for example, 9am
to 2pm allows stall holders to set-up in daylight and a 2pm pack-up allows
stall holders to be home earlier (Note that in this example stall holders must
be set-up by 9am and cannot move out until 2pm. No cars allowed within the
market area due to insurance issues).
Cancellation of market. If it is a 10am to 3pm market a
“market” is declared at 12 noon. This means that stall holders get their money
back if cancelled before 12 noon and no money is returned after 12 noon.
Cancellations occur due to high wind and/or rain. A market was once cancelled
due to the failure of the sewerage system (toilets).
Pricing
The price set for a stall usually depends on such things as
location, commercial or not for profit, ownership of site, insurance costs,
capital requirement, government regulations, cost of toilets and power and
water, etc. For example, a 3m x 3m stall can cost from say Aus$25 to Aus$75
(Note, a 3m x3m stall is set by the size of gazebo’s that fit within that foot
print).
A small market of 25 to 50 stalls not for profit using
volunteers may cost sat $25 per stall whereas a commercial operator with higher
overheads may charge say $75 per stall.
Entry can be free or by donation. Some markets charge an
entry fee to help cover costs.
Insurance
Venue insurance. It is normally mandatory that the
operator of a market needs to have public liability insurance. Not for profit
community organisations usually have this insurance as a requirement of their
existence. Commercial market operators would need to talk to an insurance
broker.
Stall holder insurance. This is usually a mandatory requirement.
Permanent or regular stall holders generally have their own public liability
insurance (must provide a copy of their policy). Irregular or once off stall
holders generally don’t have insurance and the market operator generally makes
arrangements with an insurance company (for example, Freeman McMurrick) to
provide bulk insurance costed on a fee per stall holder say $7 per stall
holder).
Parking
Depending on the location of the market parking may be
necessary for stall holders, customers and/or staff. At some sites it may be
possible to charge a parking fee or have donation on entry. If parking is
available staff may need to direct traffic. Also, disabled parking may be
necessary. Parking signs may be needed and bunting may also be necessary to
exclude certain areas from parking).
Some sites allow stall holders to drive to their 3m x3m
stalls and set up and then can either park behind the stall or move out to a
stall holders car park.
Toilets
Toilets are a must have and if the site doesn’t have any the
market operator will need to hire them. Also on market day they must be checked
for water and toilet paper and cleanliness. Customers, staff and stall holders
all need toilets. They must be clean and have running water and toilet paper.
Rubbish
Whoever owns the land or building of your market venue will
need it left tidy after the market is over. So lined wheelie rubbish bins are
mandatory to be located around the market. Recycling bins would be optional. It
is also important to do a final check of the grounds after the market has
finished. Large dump bins may be necessary to take the garbage to council
landfill tips.
Management
Things management will need to address include:-
Greeting new stall holders and showing them their allocated
site
Resolving any conflicts between stall holders and/or
customers
A separate office or gazebo maybe necessary for stall
holders to pay and make bookings. Management may decide to walk around the
market to get payments (stall holders can find it difficult to leave their
stall to pay).
Some markets require prepayment and preregistration. This
may be possible in markets with a set number of sites and a waiting list of
stall holders.
Management needs to make decisions on when to cancel a
market due to wind and/or rain (see above)
Bookings. A website and email address assist here. A website
can have registration form and conditions of entry on it. A mobile phone is
required to pass between staff as needed to make calls and take bookings.
Management needs to open a bank account to allow deposit of
cheques and cash. Plus an EFTPOS machine is needed for credit or debit card
payments. The account will also be needed to pay invoices and staff.
Advertising
This is necessary and usually demanded by stall holders.
Advertising can be by way of a website, newspaper advertisements, signage at
the venue and portable roadside signs set up before the market day. Radio and
TV advertising may also help but can be expensive except if under community
announcements. A venue which is visible from a road is also handy so people can
see all the activity on market day.
Equipment and Power
and Water
Items that the market may need are access to power and
water. Water may be needed but not always. Quiet generators may be needed to
power equipment that the manager might needed such as jumping castle,
computers, lights and music. Some markets also hire out tables and gazebo’s but
it is best to encourage stall holders to have their own.
Occupational, Health
and Safety
First Aid. There must be certified first aid officers on site
and a first aid kit
Incident Reports. All accidents and incidences should be
reported and documented for insurance purposes
The market must comply with State and/or Council OH&S
regulations
Some jurisdictions only allow electrical items to be sold if
checked and tagged by a certified electrician
Gazebo’s must be tethered to the ground so that they are not
affected by wind (this is a common insurance claim). Management must check that
Gazebo’s are tethered
Electrical lines and cables must be covered or hung such
that they are not a hazard
No vehicles are allowed in the market area between the
opening and closing time of the market
Be careful of trip hazard’s around the market
Entertainment
Some markets provide entertainment such as music, buskers,
jumping castle, face painting, dance groups, etc. Hiring a band can be
expensive so buskers might be encouraged. There are commercial operators of
jumping castles and merry go rounds (for children). It is possible for
community organisations to buy say a jumping castle and operate it themselves.
A commercial face painter can be engaged or provided free by the market
operator. There are dance groups, bans, etc that like to
practice at markets.
Sponsorship
Market road side signs can have a sponsor name on them to
reduce the cost of running the market. Banners can put up near the entrance
with the sponsor’s name on it.
Food and Drink
Commercial food, coffee, ice cream and drink owners can be
used to provide these services. If a not for profits it is possible to run a
sausage sizzle by volunteers.
Type of stalls
The market can be a farmers market and/or a craft market.
Markets can have stalls selling items such as handicraft, jewellery, candles,
honey, books, dog coats and cat scratching poles, plants, jams, fruit and
vegetables, knitted products, baby clothes, advertising and cards. Trash and
Treasure stalls may also be allowed.
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