BUSINESS AND INTERNATIONAL RELATIONS COMMITTEE REPORT Agenda Item 5.3 17 April 2007 CULTURAL MARKET REPORT Division Commerce & Marketing Presenter Peter Stewart, Manager, Events Melbourne Purpose 1. To seek endorsement of the proposal for a six month trial of a seasonal Cultural Market in the Melbourne Museum Forecourt in the Carlton Gardens precinct from November 2007 to April 2008. Recommendation from Management 2. That the Business and International Relations Committee approve in principle the proposed six month trial of a seasonal Cultural Market from November 2007 to April 2008 subject to: 2.1. Council’s annual budget process; 2.2. that it be confined to the Melbourne Museum Forecourt; and 2.3. negotiation of an appropriate licence/permit from the Melbourne Museum as the manager of the Exhibition Building, Museum and area directly abutting including the forecourt. Key Issues 3. At its meeting in October 2006, Council requested that the City of Melbourne investigate the viability of permanent Hawkers Market similar to Newton Circus in Singapore that would reflect the multicultural cuisines from the Asia Pacific. 4. This proposal relies on support from local ethnic community groups to provide the content for each Cultural Market. Initial discussions with the key organisations have indicated they would be supportive. 5. Attachment 1 to this report outlines full details of the concept, consultation and projected costings for the proposed ‘Cultural Market’ concept. Cultural Market Proposal Overview 6. The proposal is for a six month trial of a seasonal Cultural Market from November 2007 to April 2008. 7. The concept proposed is to have a market every four weeks that will involve a specific cultural theme each month over the warmer months of the year. This could begin with an Indian influenced market (based on Adopt a Team Indian Market concept for Commonwealth Games) and follow up with other cultural themes such as Thai, Italian, Greek, Japanese etc. Page 1 of 24
Transcript
B U S I N E S S A N D I N T E R N A T I O N A L R E L A T I O N S C O M M I T T E E R E P O R T
Agenda Item 5.3
17 April 2007
CULTURAL MARKET REPORT
Division Commerce & Marketing
Presenter Peter Stewart, Manager, Events Melbourne
Purpose
1. To seek endorsement of the proposal for a six month trial of a seasonal Cultural Market in the Melbourne Museum Forecourt in the Carlton Gardens precinct from November 2007 to April 2008.
Recommendation from Management
2. That the Business and International Relations Committee approve in principle the proposed six month trial of a seasonal Cultural Market from November 2007 to April 2008 subject to:
2.1. Council’s annual budget process;
2.2. that it be confined to the Melbourne Museum Forecourt; and
2.3. negotiation of an appropriate licence/permit from the Melbourne Museum as the manager of the Exhibition Building, Museum and area directly abutting including the forecourt.
Key Issues
3. At its meeting in October 2006, Council requested that the City of Melbourne investigate the viability of permanent Hawkers Market similar to Newton Circus in Singapore that would reflect the multicultural cuisines from the Asia Pacific.
4. This proposal relies on support from local ethnic community groups to provide the content for each Cultural Market. Initial discussions with the key organisations have indicated they would be supportive.
5. Attachment 1 to this report outlines full details of the concept, consultation and projected costings for the proposed ‘Cultural Market’ concept.
Cultural Market Proposal Overview
6. The proposal is for a six month trial of a seasonal Cultural Market from November 2007 to April 2008.
7. The concept proposed is to have a market every four weeks that will involve a specific cultural theme each month over the warmer months of the year. This could begin with an Indian influenced market (based on Adopt a Team Indian Market concept for Commonwealth Games) and follow up with other cultural themes such as Thai, Italian, Greek, Japanese etc.
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8. The event will be an affordable family orientated market, and include a wide variety of food and craft stalls. Entertainment will be an attraction for patrons, with a stage to be located in the event precinct.
9. The Carlton Gardens precinct, abutting the children’s playground with stalls set up along the pathway as well as Melbourne Museum Plaza has been suggested as being the preferred venue for the event. The Melbourne Museum is eager to hold a market in the gardens and Museum forecourt area between the Royal Exhibition Building and the Museum entrance to further strengthen their relationship with the City of Melbourne and enhance the number of visitors to the area.
10. The Melbourne Museum is very keen to progress the concept and has offered that the Museum’s programming department can participate in the market.
11. The Melbourne Museum has identified future opportunity to create entrancing near the cube (north side) to allow a flow on effect from those visiting the market to the museum.
Benefits of the Cultural Market Proposal
12. The proposed cultural market concept and event site has the potential to offer the following benefits and opportunities:
12.1. the event will be an affordable family orientated market that draws people into the precinct and the city and showcases the gardens , attractions and amenities;
12.2. the proposal includes a wide variety of food and craft stalls;
12.3. it demonstrates an opportunity to engage with the local community;
12.4. the concept promotes cultural awareness and reflects some initiatives within Cultural Precincts review;
12.5. Melbourne Museum is very keen to progress the concept and has offered that its programming department can assist in planning for the market;
12.6. the suggested venue abutting Carlton gardens allows for easy access for commuters. The Melbourne Museum manages the car park and can provide a family friendly offer to induce visitation and the Melbourne City Tourist Shuttle stops directly at the suggested venue;
12.7. has the support of stakeholders such as Tourism Vic, Colliers International and the Melbourne Museum; and
12.8. allows opportunity and subsequent benefits to local traders, precincts, dining and retail vendors, the Museum, IMAX and local artists and craft businesses.
Time Frame
13. Further consultation to resume with stakeholders from May 2007 with the view to receiving financial and in kind support for the proposal.
14. The proposed 6-month trial of the seasonal Cultural Market to begin from November 2007 and be held periodically to April 2008.
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Relation to Council Policy
15. Council policies that relate to this report include:
15.1. City Plan 2010 Strategic Direction 3.5:
“Protect Melbourne’s distinctive physical character and ensure it continues to develop a strong ‘sense of place and identity’” has the objective to:
• “provide and maintain a variety of quality parklands and informal public spaces to meet the passive and active recreational needs of the community”.
15.2. City Plan 2010 Strategic Direction 3.3:
“Promote, celebrate and further develop Melbourne as a City for the Arts and a sporting capital with a rich and vibrant cultural life” has objectives to:
“Support Melbourne as a hub of diverse arts and cultural activity”; and
“Support and encourage cultural activity within the public domain”.
15.3. City Plan 2010 Strategic Direction 3.9:
“Attract, facilitate and maximise benefits of major City events and festivals” has the objective to:
• “facilitate the provision of event facilities and encourage major city events and festivals in a range of public spaces throughout the City”.
Consultation
16. In August 2006, Bill McHarg (Colliers International), Jane Ross (Tourism Victoria), Chris White (Tourism Victoria) and Daniel Boyle (Manager, Melbourne Museum) along with internal City of Melbourne representatives met early August 2006 to discuss the notion of a cultural market. As a result of the enthusiasm regarding this concept, the City of Melbourne explored an event concept surrounding a ‘cultural market’ theme.
Government Relations
17. Tourism Victoria and the Melbourne Museum have been involved in the development of this concept and support its implementation.
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Finance
Cultural Market Proposed Budget Services Description Costs First Aid $ 600.00 Security $ 500.00 CoM Signage $ - City of Melbourne Other signage $ 250.00 Power $ - Melbourne Museum Stage & covering marquee $ 1,300.00 Staffing $ 500.00 stall marquees $ 1250.00 $125 Per marquee stall trestles $ 150.00 $15 Per trestle Tables & Chairs $ 350.00 10 Tables 40 chairs PLI Insurance $ - Melbourne Museum Stage Audio $ 2,000.00 Contingency $ 5000.00 Cleaning & Bins $ 750.00 Total $ 12,650.00 Entertainment Description Costs Roving Entertainment $ 450.00 Stage Entertainment $ 600.00 Buskers $ 350.00 Total $ 1,400.00 Advertising Description Costs
Flyers & Programmes $ 250.00
Administration $ 200.00
CoM marketing $ 2000.00 City of Melbourne Total $ 2 450.00 Permits Description Costs Street Trading $ 200.00 Total $ 200.00 TOTAL $ 16,700.00 Per event
TOTAL $ 100,200.00 For 6 events
Legal
18. As the area is managed by the Melbourne Museum and not the Council, a licence/permit from Melbourne Museum will be required for the market to proceed. Advice will be provided as required on the terms of the licence/permit.
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Attachment: 1. Cultural Market Proposal
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Background
19. In August 2006, Bill McHarg (Colliers International), Jane Ross (Tourism Victoria), Chris White (Tourism Victoria) and Daniel Boyle (Manager, Melbourne Museum) along with internal City of Melbourne representatives met to discuss the notion of a cultural market. As a result of the enthusiasm regarding this concept, a working party began exploring an event concept surrounding a ‘cultural market’ theme and conducted an audit of existing markets in Melbourne and ascertained cost projects for the trial.
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Cultural Market Proposal
September 2006
Events Melbourne - Event Operations
Melbourne Marketing & Retail Development
Attachment 1 Agenda Item 5.3
Business and International Relations Committee 17 April 2007
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Contents Background…………………………………………………………………………. 3 The Concept………………………………………………………………………… 3 Venue………………………………………………………………………………... 3 Benefits……………………………………………………………………………… 4 Way Forward………………………………………………………………………. 4 Event Logistics…………………………………………………………………….. 5-7 Current Markets in Melbourne………………………………………………….. 8-9 Other notable markets outside the City of Melbourne………………………… 9-10 Appendices…………………………………………………………………………. 11-17
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Cultural Market Proposal Background A number of internal and external stakeholders have raised the question of whether a new additional market would add to the city’s existing offer and drive visitation. Bill McHarg (Colliers International), Jane Ross (Tourism Victoria), Chris White (Tourism Victoria) and Daniel Boyle (Manager, Melbourne Museum) along with internal City of Melbourne representatives met early August 2006 to discuss the notion of a cultural market. As a result of the enthusiasm regarding this concept, the City of Melbourne is interested in exploring an event concept surrounding a ‘cultural market’ theme. This report will outline the concept, current/similar markets in the City of Melbourne’s jurisdiction, investigate different options a new market could undertake, and provide recommendations for future progress. The Concept The concept proposed is to have a market every 4-6 weeks that will involve a specific cultural theme each month. This could begin with an Indian influenced market (based on Adopt a Team Indian Market concept for Commonwealth Games) and follow up with other cultural themes such as Thai, Italian, Greek, Japanese etc. The event will be an affordable family orientated market, and include a wide variety of food and craft stalls. Entertainment will be an attraction for patrons, with a stage to be located in the event precinct. No dates or timelines have been confirmed as targets for the event, however, it has been suggested the event be delivered within the Summer in the City program throughout the warmer climate months in Melbourne. The Melbourne Museum is very keen to progress the concept and has offered that the Museum’s programming department can participate in the market. Venue At the August 2006 with the above mentioned stakeholders, the Carlton Gardens precinct has been suggested as being the preferred venue for the event. The Melbourne Museum is eager to hold a market on their forecourt area between the Royal Exhibition Building and the Museum entrance to further strengthen their relationship with the City of Melbourne and enhance the number of visitors to the area. Another potential site is Carlton Gardens North abutting the children’s playground with stalls set up along the pathway. The Melbourne Museum has identified future opportunity to create entrancing near the cube (north side) to allow a flow on effect from those visiting the market to the museum. The suggested venue allows for easy access for commuters. The Melbourne Museum manages the car park and can provide a family friendly offer to induce visitation. The Melbourne City Tourist Shuttle also travels along Rathdowne Street with a stop directly at the suggested venue at the Melbourne Museum / Carlton Gardens The event site has the potential to offer benefits and opportunities for:
• Tourism Victoria • The City of Melbourne • The Melbourne Museum • IMAX • Local food vendors/cafes/restaurants • Local art/craft & entertainment artists
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Cultural Market Proposal Benefits
• The event will be an affordable family orientated market that draws people into the precinct and the city and showcases the gardens , attractions and amenities
• The proposal includes a wide variety of food and craft stalls. • It demonstrates an opportunity to engage with the local community • The concept promotes cultural awareness and reflects some initiatives within Cultural
Precincts review • Melbourne Museum is very keen to progress the concept and has offered that its
programming department can assist in planning for the market • The suggested venue allows for easy access for commuters. The Melbourne Museum
manages the car park and can provide a family friendly offer to induce visitation and the Melbourne City Tourist Shuttle stops directly at the suggested venue
• Has the support of stakeholders such as Tourism Vic, Colliers and the Melbourne Museum
• Allows opportunity and subsequent benefits to local traders, precincts, dining and retail vendors, the Museum, IMAX and local artists and craft businesses.
Way forward
• Events Melbourne to conduct a detailed analysis on the viability of a potential event. This could involve surveying patrons at existing markets, sending expressions of interest to potential stall holders/performing artists/sponsors, and approaching various community groups to ascertain interest in the concept. Include research on existing prices that stall holders are paying at other markets.
• Explore the possibility of the City of Melbourne sponsoring the event and contracting the delivery of the event. Assess the difference in cost.
• Incorporate the market within the Summer in the City program • Develop a core vision for the event • Develop a timeline for the event concept progression • Investigate the potential impact that other cultural festivals undertaken throughout the
City of Melbourne will have on the proposed market event eg. Thai Culture & Food Festival, Asian Food Festival etc.
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Cultural Market Proposal – Event Logistics / Venue The market concept has been suggested to follow a similar ‘feel’ to the Mindil Markets in Darwin. The essential values that the Mindil Market adheres to is that the event is affordable, relaxed and family orientated. The event offers over 200 stalls, including approx. 60 food stalls from over 30 countries. The market is also famed for the huge range and quality of its art and craftwork. Buskers & performing artists are also part of the programming and patron experience of the Mindil Market. Venue Two potential locations in Carlton Gardens have been identified as possible and preferred locations. The locations are the Melbourne Museum Forecourt and Carlton Gardens North: Location 1 – Melbourne Museum Forecourt The open space between the Melbourne Museum and Royal Exhibition Building is an under utilised and fantastic event space. The size of the area allows for great flexibility and potential for growth of events. The market could be located in the eastern section (closest to Nicholson Street) of the site. A stage could be erected in the far eastern plaza, which was a successful Live Site during the Melbourne 2006 Commonwealth Games. An advantage of the site is the large undercover area which could be used for the market in case of bad weather. Please review attached documentation in appendix 1 for photos and site plans of the space. Benefits of Location 1 Large open space for event to grow Easily accessible from museum car park and south end of the city Easily accessible from tram service Low impact on surrounding parkland Low impact of waste damage to the area Easily accessible for equipment/infrastructure to be bumped in Can locate stalls undercover in bad weather Cost effective Great location to draw people into the Museum/IMAX Potential Issues with Location 1 Lose the feel of the family atmosphere by not being in the park Families can’t conveniently sit down on grassland together and enjoy food Area too big for event losing intimate ‘market’ feel Not an attractive area for the event – too much concrete Minimal shade in summer months
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Options for a New Market– Event Logistics Location 2 – Carlton Gardens North The northern end of the Carlton Gardens is another potential venue for the market event. The site would create a casual feel and attract families as they can spread throughout the park to eat food and enjoy the entertainment. A potential rear entrance to the Museum has been discussed and is possible. Lawns 2, 4 & 5 would be the best areas in the park to stage the event as they are in close proximity to the Museum and children’s playground. As the Carlton Gardens is a World Heritage Site, Parks & Recreation will need to be heavily involved in the event coordination. Please review attached documentation in appendix 2 for site plans of Carlton Gardens. Benefits of Location 2 Great atmosphere for the event Family friendly site Attractive event site Drawcard for visitors Activate the site as few events currently occur in the North Gardens Potential Issues with Location 2 Impact on the park Access to the museum Access to the site for patrons Resident complaints (similar to MIFGS) Expensive site to maintain Themes / Programming The variety of direction in which the market can be programmed is extensive. The theme undertaken will be required to meet the events core vision and allow for it to be achieved. Initial discussions have involved evaluating the idea of hosting a monthly market that will engage a specific cultural theme each month, whether this be Japanese, Chinese, and Greek etc. For example, 50 stall holders will be regularly involved each month, and then an extra 10 will be sourced monthly to align with the coming month’s theme. These numbers are only provided as an example. Consultation with community cultural groups will be essential in programming performing artists for the market. They’re intricate knowledge of the suitable performers that are available will ensure continual quality of performers. Buskers, school groups, dance clubs etc. are some options that could be considered. Entertainment options have proved to be an attraction at the Mindil Markets and will be an important variable to the success of a Melbourne version. Entertainment will enhance the experience that patrons have at the event by listening, watching, and getting involved in the activities while wandering through the stalls. Stages have been discussed for both locations, with the eastern plaza at the Museum forecourt and lawns 2 and 4 being the most appropriate locations for staging.
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Options for a New Market– Event Logistics Cost The costs associated with the event will vary depending on the location of the market, and whether the City of Melbourne sponsors or delivers the event. Specific aspects of the market event will need to be determined before costs can be accurately estimated. Expected costs for the event have been listed below. Costs for both locations will include: Marquee Hire Trestle table hire for stalls Staging and AV hire Lighting hire Waste contractors cost Electrician contractor Table and chairs for public Food & Street Trading Permits To obtain cheaper prices for the event (if it were to become monthly), the above aspects should be contracted to different stakeholders, with agreements developed to cover every market. Added costs for Carlton Gardens North location will include: Garden re-instatement fees City of Melbourne events in parks fees
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Current Markets in the City of Melbourne There are four main markets that currently operate within the City of Melbourne. The markets vary in what they offer and none of them follow the intended structure of the market that has been proposed. The markets in the City of Melbourne are:
• Federation Square Book Market – www.federationsquare.com.au/index.cfm?pageID=79
Queen Victoria Market Queen Victoria Market is a historic landmark, a tourist attraction and known as an ‘institution’ for Melburnians. The market was opened in 1878 and in 2005 it attracted over 9.5 million visitors. The market is spread over 7 hectares, and is the largest open air market in the southern hemisphere. Almost one thousand traders are onsite and sell things from Australian fruit and vegetables and local and imported gourmet foods, meat, fish and poultry, to hardware, manchester, clothing and authentic Australian artefacts and souvenirs. Many of the traders at the market are second and third-generation. Market Trading Hours Tuesday: 6am-2pm Thursday: 6am-2pm Friday: 6am-6pm (General merchandise closes at 4pm) Saturday: 6am-3pm (General merchandise from 8am - Tues, Thurs, Fri & Sat) Sunday: 9am-4pm Closed every Monday and Wednesday, Good Friday, Anzac Day, Melbourne Cup Day, Christmas Day, Boxing Day and New Year's Day. Venue: Corner of Elizabeth & Victoria Streets, Melbourne. Southgate Market The Sunday Market at the Arts Centre brings together over 150 stalls of arts and crafts from around Victoria. Stallholders are individually selected for the quality and diversity of their work. Different items on offer at the market and include antique kaleidoscopes, organic teas, silks, ceramics and wood sculptures, baubles, gems and pearls, as well as artwork, leadlight, capes, scarves and hats with flair. The market averages an attendance of 3000 people each week. Market Trading Hours Sunday: 10am-5pm Venue: St.Kilda Road & Undercroft of Arts Centre
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Current Markets in the City of Melbourne Federation Square Book Market ‘Books’ at Federation Square is Melbourne’s only dedicated book market. It is held under cover in the glass Atrium at Federation Square every Saturday from 11 am to 5 pm. The market includes over 5,000 books on offer. Booksellers offer suggestions, advice and recommended reading in fields such as literature, fiction, history, art and children's books. Market Trading Hours Saturday: 11am-5pm Venue: The Atrium – Federation Square Other Notable Markets out of the City of Melbourne: There is a large number and big variety of markets that occur outside the City of Melbourne’s boundaries. The following are some of the more popular markets. Rose Street Artists Market – www.rosemarket.com.au The Rose St. Artists' Market is an open-air market that has been conducted since 2002. Its objective is to showcase contemporary art to the community and engage its audience to the talent within Melbourne and Australia. The market is seen as not only a platform for emerging talent, but is also designed to assist artists and designers to sell and showcase their works without high retail/gallery commissions. The event is roughly based on similar projects in London, Berlin and New York. It utilises a disused yard in the back streets of Fitzroy, and involves up to 50 artists and designers each week, some emerging and some more established. All stallholders are supplied with exhibiting units (trestle tables, chairs etc.). The market also has live entertainment throughout the day and a gourmet café. The market continually seeks new stallholders, working with a wide range of materials and in mediums including fashion design, product design, furniture design, jewellery, painting, sculpture, photography, ceramics, leather work, glass blowing and performing arts. Market Trading Hours Every Saturday: 11am-5pm Venue: 60 Rose Street, Fitzroy. South Melbourne Market – www.southmelbmarket.com South Melbourne Market is a large undercover market with a wide range of produce and general goods. It is a favourite for finding last minute gifts and on Sundays all its food stalls are operating compared to only a limited number of produce stalls open at the Queen Victoria Market on Sundays. Market Trading Hours Wednesday: 8am-4pm Friday: 8am-6pm Saturday & Sunday: 8am-4pm Venue: Corner York & Cecil Street, South Melbourne
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Other Notable Markets out of the City of Melbourne: Prahran Market – www.prahranmarket.com.au The Prahran Market is renowned for its ‘lifestyle’ feel. The selected market traders offer a large variety of food including fresh fruit and vegetables, deli goods, organic produce, meat, fish, gourmet produce and specialty foods. On Sundays the market offers kids entertainment with free face painting from 10.30am-2.30pm and balloon giveaways. For adults, live jazz in the Market Square from noon is an attraction. Market Trading Hours Tuesday: Dawn-5pm Thursday: Dawn-6pm Friday: Dawn-6pm Saturday: Dawn-5pm Sunday: 10am-3pm Venue: 163-185 Commercial Road, South Yarra Preston Market – Ph. 9478 3130 Preston Market has been running for over 30 years and remains one of Melbourne’s traditional markets. The atmosphere is spread over two street blocks with a diverse mix of traders and multi-cultural performers on every corner. The market is located next to the Preston Station, a 20 minute train ride from the CBD. It’s noisy but part of the experience as market traders compete with each other shouting prices and bargains. The large fresh meat and fish section of the market is surrounded by the produce and wares which cover a large amount of products. The market has a good number of fruit & veg stalls, meat, fish and poultry stalls, as well as Greek, Italian & Middle Eastern Deli's and Vietnamese groceries. There is also a large general wares section for clothing and general goods. Market Trading Hours Wednesday: 8am-3pm Thursday: 8am-6pm Friday: 8am-8pm Saturday: 8am-3pm Venue: Between Murray Road & Cramer Street, Preston
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Appendices
Appendix 1 – Melbourne Museum Forecourt Siteplan
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Looking South West from the East Plaza. Potential staging to go here.
Looking West across the forecourt area.
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Looking West along the undercover section of the forecourt.
Potential site for stalls.
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Looking South East across potential stalls site.
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Appendix 2 – Carlton Gardens
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Carlton Gardens Aerial Shot looking South across the City
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Agenda Item 5.3 Business and International Relations Committee
17 April 2007
FINANCE ATTACHMENT
CULTURAL MARKET REPORT
Funding for the Cultural Market, estimated at $100,000 for six events and will be subject to the 2007/2008 budget process. It is not financially prudent to make any pre-commitment to the event outside the context of broader budget discussions.
Joe Groher Manager Financial Services
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Agenda Item 5.3 Business and International Relations Committee
17 April 2007
LEGAL ATTACHMENT
CULTURAL MARKET REPORT
The Carlton Gardens are managed by Council as the Committee of Management in accordance with the provisions of the Crown Land (Reserves) Act 1978 and the Melbourne Parks and Gardens (Joint Trustees Reserves) Regulations 1994. The area managed by Council does not include the Exhibition Building, Museum and area directly abutting including the forecourt.
As the area is managed by the Melbourne Museum and not the Council, a licence/permit from Melbourne Museum will be required for the market to proceed. Advice will be provided as required on the terms of the licence/permit.
