Indoor Market Project
Project Objective
2020 was generally a bad year for small businesses - those in our area and across the UK as a whole, thanks to lockdowns and the loss of retailers in nearby hub towns such as Hexham.
In addition, 2020 also led to changes in the habits of UK residents. This includes a rise in the number of people choosing to visit (and live in) more rural locations, a rise in people wishing to holiday in the UK rather than go abroad, and a significant increase in the number of people who are looking to shop local. This is not only due to the COVID-19 pandemic, but also an increasing desire to be seen as more environmentally friendly and supportive of small, more local businesses.
The Hexham Courant reported that trading at Hexham's farmers market had been robust and had helped many small traders and producers continue successfully through the worst of the lockdowns. (https://www.hexham-courant.co.uk/news/18970746.hexhams-farmers-markets-benefit-publics-support/)
In the midst of all this, there was a potential opportunity for Bellingham Parish Council to support some local businesses and offer an additional service for residents of Bellingham (and nearby parishes who use Bellingham as a shopping hub) as well as visitors.
Bellingham was the central market town in years gone by and it was felt that it would be great to reinstate the village’s status as the go-to local shopping destination for the North Tyne & Redesdale area.
The Solution
The proposal was for Bellingham Parish Council to set up and run an indoor market on the third Saturday of every month, starting in August (dependent on COVID-19 conditions at the time). The law allows Parish Councils to operate a market as part of their remit given approval by the disctrict council.
The indoor market was also seen as a way to compliment our existing Shop Local campaign, acting as an additional draw to get people used to coming back into Bellingham to shop.
The Location
Bellingham Town Hall is an ideal location for the market. It is indoors, meaning that the event would not be at the mercy of the weather. The Town Hall holds regular, well attended periodic craft fairs and jumble sales, indicating sufficient capacity in the main hall for a small, regular indoor market.
From a size perspective, up to 18 tables/stalls are possible in the space, though if needed more space could be given to individual stallholders. The Town Hall had tables which can be used for these purposes, meaning that the Parish Council did not need to invest in relevant infrastructure.
The Practicalities
What would be sold?
The new indoor market needed be curated in order to ensure that any local businesses that took space would complement what the current offering is within Bellingham. Preference would be given to local businesses from Northumberland (the closer to Bellingham the better) - locally sourced meat, cheese, baked goods, local brewers, plants, etc - could all be considered.
How would these retailers be found and encouraged to participate?
The chances of retailers finding out about the market and asking to join were very low. As such, it was important for the Parish Council to initially approach relevant local businesses and ask them of they would attend. It was also possible to look into some of the companies who sell/have sold at Bellingham Show and see if they would be interested in a more regular opportunity in Bellingham.
In addition, this was a good chance to connect with other local parish councils - they were asked to identify any local businesses that operate in their area that could be interested in taking a stall.
Obviously it would take some time to establish such a market. In order to ensure that it was worth local businesses attending, it was recommended that the Parish Council kept the costs of renting a table low at £10 per month. This would cover our costs for rental of the Town Hall and the costs of any marketing materials/signage that would be required while leaving a small surplus each month to reinvest into other community projects to benefit the Parish.
How would the market be advertised?
Bellingham Parish Council is now well established on social media and on its website. We looked to advertise on these extensively once a date was established. In addition, as the main service hub for the area, we reached out to other local parish councils asking them to advertise this service on our behalf to their residents though their websites/notice boards. Adverts were placed in local caravan parks and holiday lets as well - visitors are particularly likely to be attracted to a local market. On the run up to market day, a banner would be put up on the town hall, large advertising boards placed at the road entrances to the village and a couple of A-Frames placed in the centre of the village.
What would be the impact on local traders?
Hopefully any impact would be largely positive. This is one important reason to look at curating the businesses allowed to become stallholders in the market. They should largely be complementary to local shops - thereby potentially even driving footfall into the village on market days, which could benefit other retailers.
Where there is any crossover this should be relatively minor and (given the market would only be on monthly) impact would be insignificant.
Exit posters were made to put up at the exits of the hall directing people to the shops, bars and restaurants in the village.
When would it start?
It was originally suggested that May be considered as a starting date as this is likely to be the start of increased visitor numbers to Bellingham, ensuring that the market has the best chance to become established over the summer months. Unfortunately this needed to be pushed back based on COVID-19 restrictions and the market launched in August instead.
The Benefits
There are a number of key benefits that could arise from the successful creation of an indoor market.
Local residents
Residents get an additional service provided by the Parish Council. They have access to local produce without having to travel to find it. It allows them to support local small businesses without having to travel far (for older residents it may give them access to products they find it hard to get themselves if they lack transport). In addition, the market drives footfall into the village, giving a boost to local businesses.
In addition, it has similar benefits for residents of nearby parishes, helping to reinforce Bellingham as a hub for the area.
Tourists
The market would provide an additional service for tourists - especially those staying in the caravan and campsites on the outskirts of the village.
Local businesses
Small local businesses get an additional, regular location to sell their goods with low overheads/risks. As seen in Hexham, this helps strengthen local suppliers and manufacturers.
Existing retailers in Bellingham benefit from increased footfall on market days, as well as more people from nearby areas seeing Bellingham as a shopping hub driving repeat visits and trade throughout the month.
The Parish Council
The Parish Council benefits in the long term. Not only does the market raise the parish profile by creating an additional service for residents, but also provides a small profit that can be reinvested into local services.
Bellingham Town Hall
The Town Hall gets regular income from the market. Capacity permitting one stall could be set aside for items to raise money for the Town Hall itself (i.e. hampers/raffles, etc).
Response So Far
The response from both shoppers and traders has been better than we could have anticipated! There is a fantastic atmosphere on market day with traders feeding back how much they enjoy being here. All are keen to re-book for the following months so we are taking that as a good sign!
The local shops have fed back to us that they are seeing an increase in footfall on market day so the initial aim of encouraging people to shop in the village rather than traveling to Hexham etc is working.
Conversations with local people have been very positive too. They like the fact that the Parish Council has gone to the effort of providing a new service for them and like the variety of products on offer.
Market Reviews & Press
marketstallfacts.com
Our September market was visited by a reviewer from marketstallfacts.com. You can read her review HERE.
Hexham Courant
We were also featured in the Hexham Courant on the 23rd September.
A larger version of the article can be downloaded HERE.
Project Costs
Recurring costs
Rental of the Town Hall - £50 per month
One-off Marketing Costs
6x A0 Advertising Boards - £66.58
A-Frame with 2x A1 Advertising Posters - £67.50
Additional A-Frame (recycled from closing shop) - FOC
2x A1 Advertising Posters - £26.55
1x Advertising Banner - £51.30
- Total One-off costs - £211.93
Income
18x Stall Rental @ £10 - £180 per month
Break Even Point met in Month Two
Advertising Branding Example
After two successful years the Parish Council has taken the difficult decision to stop running the monthly market.
A new group has replaced it with their own event.
Look out for Bellingham Town Market.
