Feasibility analysis and concept planning
Market Ventures, Inc. conducts feasibility analysis and concept planning for public markets, farmers’ markets, and other innovative economic development projects. Since no two projects are alike, the creative process of creating a successful development concept must be carefully linked to the analytic process of testing feasibility. MVI takes an iterative approach, with market research findings blending with project goals, national experience, site and design opportunities, and economic analysis to create development concepts that meet the client’s financial and programmatic goals.

Salt Lake City Public Market Feasibility Study, Salt Lake City, Utah (2007-2008)
The Downtown Alliance of Salt Lake City, which has successfully operated the open-air Saturday Market in Pioneer Park for 15 years, retained Market Ventures, Inc. to conduct a feasibility study for a new, year-round indoor public market at a downtown location. The work plan included research into comparable public markets, market research (including capture rate analysis), vendor analysis, site selection, and financial analysis. Based on the successful outcome of this study, the Downtown Alliance plans to conduct a Phase 2 study that will explore design and development opportunities at the highest potential sites identified by MVI.

NYC Wholesale Farmers’ Market Feasibility Study, New York, New York (2003-2007)
While Greenmarkets have demonstrated the enormous demand among New York City consumers for locally grown foods purchased directly from farmers, significant barriers at the wholesale level prevent local restaurants, grocers, caterers, and food service institutions from accessing foods grown or produced in New York or adjacent states. To address this problem, the New York State Department of Agriculture and Markets retained a consultant team led by Market Ventures, Inc. and Karp Resources to study the feasibility of creating a new wholesale farmers’ market or markets in NYC.

In Phase 1, the Market Ventures team conducted two extensive telephone surveys, including a randomly selected group of potential buyers among the nearly 20,000 restaurants, retailers, distributors, and other wholesale food purchasers in New York City, and a randomly selected group of farmers located throughout New York State. The team also studied international models, including Rungis Market in Paris and the Ontario Food Terminal in Toronto. The team quantified the demand and supply for locally grown foods in New York City for these buyers and sellers, created estimates for economic impact, created an “ideal model” for the wholesale farmers’ market, and identified buyer and seller preferences. The team created a web site to enhance communication.

As a result of this work, the Department, again with support from USDA, retained the MVI/Karp team, including Hugh A. Boyd Architects, to lead an in-depth planning process, including site selection, design, financial analysis, and management planning. Two high potential sites were identified – the Hunts Point Terminal Produce Market and the Fulton Street Fish Market – and the team received initial support from the cooperatives that run both markets to locate the wholesale farmers’ market there. The Governor of New York identified the NYC wholesale farmers’ market as his top agricultural priority and the state’s FY2009 budget includes $25 million to support its development.

Battery Maritime Building Market Concept Plan, New York, New York (2007)
In association with Karp Resources, Market Ventures, Inc. assisted The Dermot Companies create a food/market concept for the second floor of the historic Battery Maritime Building at Manhattan’s southern edge. Under the guidance of the NYC Economic Development Corporation, this historic ferry terminal is being redeveloped with a boutique hotel and a grand public space within the terminal’s former second floor waiting room. Research activities included focus groups with potential users, demand analysis, and assessment of local competition. The team created a schematic design concept and recruited potential tenants.

New Haven Public Market Feasibility Study, New Haven, Connecticut (2006-2007)
Following on the success of their outdoor seasonal farmers’ markets, the nonprofit CitySeed retained Market Ventures, Inc. to explore the feasibility of establishing a new, year-round public market within downtown New Haven. The scope of services included site analysis, market research, concept development, financial analysis, and design concepts. Due to shifting public priorities and lack of suitable sites, MVI guided CitySeed in determining that a public market is not currently feasible. As an alternative, MVI provided recommendations for improving the organization’s principal outdoor farmers’ market.

Milwaukee Public Market District, Milwaukee, Wisconsin (1999-2002, 2005)
Market Ventures selected the site,developed the concept, and tested the feasibility of a new, year-round indoor market inthe Historic Third Ward of downtown Milwaukee, Wisconsin. Located within the Commission Row area, which functioned as a wholesaleproduce market for 100 years, the MilwaukeePublic Market is a new, stand alone marketbuilding with 21permanent tenants,plus an outdoor farmers’ market shed located under the highwayoverpass. The public market district includes restaurants and related retail. Construction began in 2004 and the Market opened in October 2005. To support the Market’s opening, MVI provided assistance with marketing and conducted vendor training and post-opening vendor evaluation.

Old Police Headquarters Public Market, San Diego, California (2005)
GMS Realty, LLC, is redeveloping the historic police headquarters building in downtown San Diego on property owned by the Port of San Diego. Market Ventures, Inc. conducted feasibility analysis and developed the business plan for the public market component of the project, which will feature foods grown and produced in Southern California. The Old Police Headquarters Public Market was designed to serve the growing downtown residential population, consumers from San Diego County, and the city’s strong tourist base. Given the project’s location, a key to the Market’s success will be balancing the needs of local residents with tourists in terms of product mix, parking, and accessibility.
In 2007, MVI was retained again to conduct a similar analysis for a public market at San Diego’s Liberty Station, a redeveloped naval base in an adjacent neighborhood.

Sonoma County Food & Wine Center, Santa Rosa, California (2000-2002, 2004-2005)
The City of Santa Rosa and a citizen’s planning group called CityVision retained Market Ventures to develop the concept and explore the feasibility of creating a public market district in the city’s historic Rail Road Square District. The plan includes a 21,000 sf market hall, outdoor farmers’ market for up to 50 farmers, extensive culinary and wine education facilities, a 10,000 sf wine pavilion to highlight Sonoma County as a world class center of wine production, catering facilities to accommodate up to 2,000 guests, Sonoma County tourist information, transportation linkages, and public spaces. In 2004, MVI was retained to update the feasibility study and to provide ongoing guidance with design and development.

Lancaster Avenue Public Market Feasibility Study, Philadelphia, Pennsylvania (2004)
The Farmers’ Market Alliance retained Market Ventures, Inc. to analyze the feasibility of establishing a year-round, indoor public market in West Philadelphia at a site to be determined along Lancaster Avenue. The market is envisioned as a place for members of the community to access food produced in the region from independent, owner operated businesses. Market Ventures determined the economic feasibility of such a market and provided recommendations on a merchandising concept and operations.

Springfield Public Market, Springfield, Massachusetts (2000-2003)
Market Ventures analyzed potential sites, created the development concept, and assessed the feasibility of establishing a year-round, indoor public market in downtown Springfield. Farming and specialty food retailing in the region were analyzed and the project team met with potential tenants to assess their interest. Following endorsement by city government, the Springfield Business Development Corporation moved forward with the plan to locate the public market in the former Basketball Hall of Fame building along I-91. The 21,000 square foot layout incorporates 21 vendor stalls featuring foods of the Pioneer Valley.


Portland Public Market, Portland, Maine (1995-2001)
As principal of Public Market Partners, Ted Spitzer led the concept planning and feasibility analysis for the Portland Public Market, a new year-round public market at a site selected by the owner in downtown. Betty Noyce, a wealthy philanthropist interested in economic development, had purchased the former parking lot and was searching for a more active use. Feasibility study tasks included demographic and market research, competitive analysis, tenant mix formulation, the creation of operating pro forma for each market vendor and the market as a whole, conceptual design, and the preparation of a development pro forma and timeline. Market Ventures, Inc. was then retained to oversee all aspects of implementation, including oversight of design, construction, leasing, marketing and operations.

Food systems planning
Building on its extensive experience with alternative local food systems, Market Ventures, Inc. assists clients with food systems planning projects, particularly with developing business-oriented strategies that can increase sales for regional farmers and increase the supply and demand of locally grown foods.

Building Louisville’s Local Food Economy, Louisville, Kentucky (2007-2008)
Market Ventures, Inc., in partnership with Karp Resources, is helping the City of Louisville to develop strategies for increasing Kentucky farm income through expanded sales of Kentucky-grown products in the city, the state’s largest urban center. As part of their demand analysis, the consultant team identified and quantified Louisville’s existing food economy, including stores, restaurants, farmers’ markets and CSAs, retail food processors and manufacturers, institutional food service operators, distributors, and emergency feeding sectors. The supply analysis explored the present status of the region’s agriculture and agricultural initiatives, including review of statistical data and primary research that included focus groups with 90 farmers from 13 neighboring counties and 65 key informant interviews. Based on this foundation of research, the team identified twelve high potential opportunities for expanding the sale of local foods. The team determined measurable outcomes for the selected strategies and developed recommendations for targeted public and private sector investments. Mayor Abramson endorsed the study’s findings and created a “fresh food initiative” that followed the recommendation to create a regional organization to implement the strategies.


Cooperative Marketing and Distribution Study, Tioga County, New York (2004)
The Tioga County Department of Economic Development and Planning retained Karp Resources and Market Ventures, Inc. to investigate the potential for new cooperative distribution methods for area agricultural products. The team examined whether Tioga County’s small agricultural entrepreneurs are hindered from expanding their market because they cannot hurdle product distribution obstacles and to test the belief that, apart from commercial food processing facilities, there are other mechanisms by which county farmers and agricultural producers can productively and profitably get their goods to market. Planning methods included extensive interviews with farmers, distributors, supermarkets, and other buyers, and analysis of agricultural trends. As a result of the work, the County is developing resources to hire an agriculture “champion” to lead the area’s producers to the identified opportunities.

Long Island Market Authority, Riverhead, New York (2005-2006)
With Karp Resources, Market Ventures, Inc. developed a concept plan and conducted feasibility analysis for a new food and wine center in Riverhead, New York, which is situated at the gateway to Long Island’s agriculturally diverse North and South Forks. The Market Center will promote Long Island’s farming, winemaking and seafood harvesting industries by providing education and marketing services to enhance their stature in the wholesale and retail marketplaces, emphasizing the local distinctiveness of Long Island foods.

Wholesale Farmers’ Market Feasibility Study, New York, New York (2003-2007)
The NYC Wholesale Farmers’ Market addresses a critical gap in the region’s ability to meet the needs of farmers and wholesale buyers, including restaurants, retailers, and institutions. [link to project description, above]

The following project was co- directed by Ted Spitzer as Principal of Public Market Partners:
Poughkeepsie Food Incubator, Poughkeepsie, New York (1995)
The City of Poughkeepsie Partnership retained Public Market Partners to test the feasibility of creating a food processing incubator facility, which is intended to reverse the decline of downtown and generate new businesses. The concept includes storefront retail and shared manufacturing kitchens, bottling, packaging, and warehousing facilities, targeted at food producers throughout the Hudson Valley.

Evaluation
Utilizing its analytic and research capabilities, Market Ventures, Inc. conducts program evaluations, with particular focus on collaborations in the food sector. The firm utilizes both quantitative and qualitative methodologies.

New York City Food & Fitness Partnership – Evaluation, New York, NY (2007-2008)
Market Ventures, Inc. served as the Lead Evaluator of the NYC Food & Fitness Partnership, a broad-based consortium of government agencies, nonprofits, and businesses that is working to improve access to healthy food and active living in New York City, particularly in low-income communities suffering the highest rates of obesity and related diseases. As one of nine collaboratives funded nationally by the W.K. Kellogg Foundation, the Partnership is currently developing a long range strategic plan that will promote projects and policies aimed at increasing New Yorkers’ access to healthy foods (particularly those grown or produced in the region) and improving the built environment to encourage active living. MVI conducted a process evaluation of the planning stage, helped to develop outcome measures for the multiyear implementation period, and participated in the national evaluation.

SchoolFood Plus Initiative Program Evaluation, New York, New York (2004-2007)
Market Ventures, Inc., in partnership with Karp Resources and the Center for Health & Public Service Research at New York University, conducted an extensive formative and outcome evaluation of the SchoolFood Plus Initiative, a collaborative, multi-agency effort led by the nonprofit FoodChange to improve the eating habits, health and academic performance of New York City public schoolchildren. With funding from the W.K. Kellogg Foundation, the Initiative linked school meal reforms by the NYC Department of Education with food, science and culinary education; increased physical activity; youth, community and civic engagement; and procurement of locally grown fresh fruits and vegetables.

The evaluation analyzed the impact of the Initiative’s many elements and examined the coalition development process, as well as provided regular feedback to program developers over a three year period. In 2004, Market Ventures and its team commenced the evaluation process via the collection of background information and baseline data, initial interviews, and development of innovative strategies for testing both student choice of vegetable-based recipes and their consumption of these recipes, as well as their knowledge, attitudes, and behavior about food. Outcome evaluation commenced in Fall 2005, with before/after intervention analyzed over the next two school years in nine schools. The evaluation team also assisted the project partners develop the local procurement aspects of the Initiative, linking the Department of Education’s distributors with potential local sources of fresh foods in New York State. This resulted in the creation of a “public interest broker” role that facilitated sales between regional farmers and the school system.

Business planning
Market Ventures’ business planning activities include a variety of activities, including strategic marketing plans, redevelopment concepts, pro forma analysis, and impact assessment.

Lynchburg Community Market, Lynchburg, Virginia (2005-2006)
Working with a local architect, Market Ventures, Inc. assisted the City of Lynchburg create a new development concept and plan for its historic indoor market, which suffered from low sales particularly on weekdays. Market research tasks included customer focus groups, competitive analysis, and trends analysis. Using its proprietary capture rate analysis, MVI determined primary and secondary trade areas and estimated demand for fresh and prepared food at the Market. With Hugh A. Boyd Architects, MVI created a redevelopment strategy with a new merchandising plan and tenant configuration. MVI also reviewed leases and operating guidelines and made recommendations to improve the operation of the facility, including the potential switch to nonprofit management.

Erie Street Market, Toledo, Ohio (2003-2004)
The Erie Street Market opened in downtown Toledo in 1997 with great fanfare but with a poorly conceived design, too few vendors, and weak management. Six years later, the Market remained open with only a handful of vendors, few customers, and significant operating losses. The City of Toledo hired Market Ventures and Hugh A. Boyd Architects to reconceptualize and redesign Erie Street Market, develop a leasing strategy, and prepare recommendations for exterior improvements. Market Ventures developed a bold plan to move the food hall and redesign the entire complex, while adding new parking and outdoor vending spaces.

The Market at Atlas Park, Glendale, New York (2005-2006)
Market Ventures, Inc. assisted a private developer create a new multi-vendor food market within an historic warehouse as part of New York City’s first lifestyle shopping center. The 20,000 sq. ft. brick structure features an open floor plan with original wooden columns and beams. The Market will serve the residents of central Queens with high quality and locally grown foods.

South Carolina State Farmers’ Market, Columbia, South Carolina (2002-2003)
Concerned that the 50+ year old wholesale and retail South Carolina State Farmers’ Market might be relocated outside of the county, Richland County Government retained Market Ventures to analyze the impact of moving the $250 million farmers’ market to a new location, including impacts to the region’s farmers, wholesalers, customers, and employees. As part of its work, MVI created a design program for the relocated market with renewed emphasis on featuring South Carolina farm product and expanding the market’s retail potential, while maintaining the efficient movement of wholesale products.

Reading Terminal Market, Philadelphia, Pennsylvania (1999-2000)
Faced with a changing customer base and nearby development pressure, Reading Terminal Market (established 1892), one of the largest and most diversified fresh food markets in the country, retained Market Ventures to prepare a strategic marketing strategy that would lead to effective, measurable results. The plan was based on a solid foundation of market research and analysis utilizing research methodologies created by Market Ventures and was developed with significant input from the merchant community. Each proposed marketing strategy was prioritized based on cost and impact, and were implemented by the client. The strategic plan laid the foundation for introducing Sunday hours at the Market.

In 1991-1992, as principal of Public Market Partners, Ted Spitzer led a consulting team that created two plans for the historic Reading Terminal Market. The team prepared a merchandising plan for the entire 80,000 sq. ft. market hall, which contains more than 80 independent merchants, focusing on retaining fresh food sales to serve local consumers. In a second project, a concept plan was developed for the Reading Terminal Market Arcade, a vacant 15,000 sq. ft. space in the historic Headhouse Building, that would strengthen Reading Terminal Market’s main building and reinforce market activity within the district around the market hall.

Market research
Most Market Ventures, Inc. projects include market research components, including secondary and primary research methodologies. MVI has developed expertise in intercept surveys within the public market context and has created a database of information that permits comparisons between public markets around the country. The firm is experienced with both quantitative analyses using large datasets and qualitative research methods including focus groups and directed interviews.

Peaked Mountain Farm, Dedham, Maine (2006)
Market Ventures, Inc., in partnership with Karp Resources, conducted a market feasibility study for Peaked Mountain Farm in support of its USDA-funded Value-added Maine Wild Blueberry Products project. Specifically, the team analyzed the sales potential for the farm’s wild Maine blueberry dog treats in New England and New York utilizing both primary and secondary research methods. Secondary research included an overview of trends in the US pet food industry, identification of potential sales channels, quantification of the size of the market and growth trends, identification of competitors, and discovery of relevant research about customer profiles. The team then conducted primary research, randomly identifying potential customers throughout the region and conducting telephone interviews after they had received a complimentary case of the product.

Lexington Market, Baltimore, Maryland (2003-2004)
The West Side of downtown Baltimore is changing rapidly, with the expansion of the University of Maryland, new housing, and renewed cultural institutions. At the center of this district, Lexington Market has served Baltimore residents for over 200 years. Lexington Market, Inc. retained Market Ventures, Inc. to help it adapt to the area’s revitalization by better serving new downtown residents and positioning it for future growth, while maintaining its core of low income shoppers. Market Ventures’ work included focus group research of downtown workers and residents, survey analysis, research into best practices at comparable public markets nationwide, and lease review.

With Hugh A. Boyd Architects, Market Ventures also created a new design and development concept for the West Market, a 20,000 sq. ft. building adjacent to the main Market hall, which will expand the range of product offerings and reaffirm the Market’s role as the premier fresh food venue in Baltimore.

Building Louisville’s Local Food Economy, Louisville, Kentucky (2007-2008)
Market Ventures, Inc., in partnership with Karp Resources, is helping the City of Louisville to develop strategies for increasing Kentucky farm income through expanded sales of Kentucky-grown products in the city, the state’s largest urban center. As part of their demand analysis, the consultant team identified and quantified Louisville’s existing food economy, including stores, restaurants, farmers’ markets and CSAs, retail food processors and manufacturers, institutional food service operators, distributors, and emergency feeding sectors. The supply analysis explored the present status of the region’s agriculture and agricultural initiatives, including review of statistical data and primary research that included focus groups with 90 farmers from 13 neighboring counties and 65 key informant interviews. Based on this foundation of research, the team identified twelve high potential opportunities for expanding the sale of local foods. The team determined measurable outcomes for the selected strategies and developed recommendations for targeted public and private sector investments. Mayor Abramson endorsed the study’s findings and created a “fresh food initiative” that followed the recommendation to create a regional organization to implement the strategies.

Development and operations
Market Ventures, Inc. has extensive experience in the development and operations of public markets as well as the food stores within public markets. This experience extends from weekly, open-air markets to daily, indoor market halls. Experience with vendor operations gives the firm insights into the challenges and opportunities for creating successful businesses within the public market environment.

Portland Public Market, Portland, Maine (1995-2001)
Following successful completion of its feasibility study in May 2006, MVI was retained to oversee all aspects of construction, leasing and marketing for the Portland Public Market. Construction began in July, 1997 and the Market opened in October, 1998 with over 80% of space leased. MVI operated the Market under contract with the owner until October 2001. Each year the Portland Public Market reached its sales goals, the Market reached full capacity in 2000 and attracted a top New York City chef to develop a restaurant in the Market that featured Maine foods.

MVI developed an extensive marketing program, including festivals, special events, print and radio advertising, and public relations. Highlights included the Winter Harvest Festival, highlighting the wide range of local foods available in Maine during the winter months, and the National Dessert Competition, conducted with the Farmers’ Almanac. During its tenure, the Portland Public Market was featured in media throughout the country and was credited with revitalizing downtown Portland.

Among many honors, the Market won the 1999 Rudy Bruner Award for Urban Excellence, the American Planning Association Award for Exemplary Economic Development, the International

Ted Spitzer and his wife, Elena Morrow-Spitzer, own and operate Maine’s Pantry, a high-grossing specialty food store that was created in the Portland Public Market and expanded to a new location in downtown Portland in 2006. Maine’s Pantry features specialty foods from over 80 Maine farmers and small batch producers, as well as a selection of unique products from throughout the country. More information at www.mainespantry.com.

Farm to Market, Inc., Portland, Maine (2000-2001)
In response to vendor transitions within the Portland Public Market, Ted Spitzer established Farm to Market, Inc., a nonprofit corporation that operated fresh food stores within the public market until private owners could be identified. Farm to Market strengthened connections with Maine farmers and ensured a consistent supply of fresh meat, poultry, dairy and produce in the market. Experience running Farm to Market heightened MVI’s understanding of the potential and challenges of operating stores within the public market context.

Bronx Sunday Market, Bronx, New York (1992-1995)
As a principal of Public Market Partners, Ted Spitzer helped develop and operate the weekly, open-air Bronx Sunday Market, a combination farmers’ market and community event that included local craft vendors, community outreach services, and performances. The Market was located in a park across from Bronx Borough Hall in the South Bronx.

La Marqueta Open-Air, New York City (1994-1995)
Public Market Partners operated a seasonal, open-air farmers’ market adjacent to the historic La Marqueta in order to bring fresh produce to East Harlem residents.

Training
Market Ventures, Inc. develops and leads training programs for market vendors and managers. Vendor workshop sessions cover topics that are critical for vendor success, including merchandising, competitive advantages/disadvantages of public market vendors, customer service and sales techniques, product quality and safety, employee preparation and training, vendor marketing, media relations, and developing a community of vendors. MVI also provides one-on-one training with individual vendors, offering concrete suggestions for product selection, merchandising, marketing, and other issues for which they need assistance.

Milwaukee Public Market District, Milwaukee, Wisconsin (1999-2002, 2005)
Market Ventures, Inc. developed vendor training workshops prior to the Milwaukee Public Market’s opening in October 2005, helping to ensure that the vendors were prepared for the anticipated large volumes they would encounter during the grand opening. Half-day sessions were repeated over several days to provide opportunities for the 20 vendors to participate in sessions that covered a range of topics, including merchandising, customer service, employee training, and marketing.

Farm to Market, Inc., Portland, Maine (2000-2001)
MVI developed and implemented an extensive employee training program to train sales associates for their duties within the Portland Public Market.

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