Issue link: https://nebusinessmedia.uberflip.com/i/1515257
Worcester Public Market/Kelley Square Lofts 19 Allen Fletcher, founding president of the Canal District Alliance, intends to enhance this reputation with the cre- ation of the Worcester Public Market and Kelley Square Lofts. Fresh food movement The idea behind the market and the lofts is to reinforce and build on what has already been happening in the dis- trict. "We are looking to accelerate trends," said Fletcher, citing the success of flourishing markets in cities across the country as examples. He envisions bringing that concept to Worcester to complement a mixed-use district with a strong entertainment component. A key focus of the Worcester Public Market will be locally sourced food products from local vendors. Many adults to- day are becoming savvier about food safety and nutrition, and interest in buying local has peaked. In combination, these factors have elevated the fresh food movement. Ac- cording to recent surveys, 47 percent of adults would be willing to pay more for fruit, vegetables, meat and cheese produced near their homes and 52 percent report that it is more important to buy local produce than organic; nearly half of consumers believe locally sourced food to be safer and to have higher nutritional and health value. The market will also represent the concept of "place- making" by establishing a connected community. In the 1990s, the Project for Public Spaces (PPS), the industry ex- pert, began using the term "placemaking," defined as a "collaborative process by which we can shape our public realm in order to maximize shared value. More than just promoting better urban design, placemaking facilitates creative patterns of use, paying particular attention to the physical, cultural and social identities that define a place and support its ongoing evolution." Public market concept Project for Public Spaces best described the characteris- tics of an ideal market: The public wants the public market to be welcoming, not fancy in appearance, and a "real place." Display should not be too "precious." All shoppers should feel welcome. Finishes and design treatments are assumed to be "basic:" sealed concrete floors, painted ceilings, etc., with an emphasis on lighting product and displays. Vendors will be responsible for their own stall designs, but design guidelines should be clear about the character and functionality of these stalls. In 2004, the public market concept met with success in Europe where developers, architects and council mem- bers presented a plan for a public-private market venture in Barcelona. The result? An historic structure that houses more than 500 vendor stalls and retails shops, numerous restaurants and cafés, an underground supermarket, a massive parking garage and 230 residential housing units. The market serves, on average, 135,000 visitors a week and had approximately 7 to 10 million visitors at the end of its first year. Closer to home, the Boston Public Market, which opened in 2015, has 35 New England food producers and artisans who feature fresh, locally sourced food, prepared meals, crafts and specialty items in a community-building space. Boston has reaped significant benefits from the market, creating opportunities for small businesses and educating the community about health issues and the im- pact of buying local. The market engages the communi- ty through festivals, cooking classes, tours and field trips. Since it opened, the Boston Public Market reportedly has had more than 1 million visitors and vendors have realized more than $8 million in total sales. Research has shown that public markets can have a sig- nificant impact on a city: • They renew downtowns and neighborhoods, encour- age development, enhance real estate values and the tax base and keep money in the neighborhood; • They bring diverse populations together; • They provide economic opportunity through low-risk business ventures for vendors; • They create active public spaces where residents and visitors can gather; • They promote public health by increasing access to fresh, healthy food; • And they link urban and rural economies, drawing upon local resources. The soon-to-open Worcester Public Market is poised to deliver these benefits to the City as it presents a unique opportunity and experience for consumers, food produc- ers and visitors. Something for everyone In 2014, Fletcher purchased the property that sits with- The Worcester Public Market aims to build on the current growth in the Canal District.