Melbourne Music Week had a significant impact on our Queen
Victoria Market and our initial report gives it a fail. The event was discussed
at a meeting of Trader Representatives on Tuesday.
That is not to say that there were not some good things to come
out of the event for traders. The Therry St. Marquee was a standout success. A
number of marquee traders reported significantly improved takings and were
impressed by the impact of a more up-market location and the attitude of their
customers. Apparently the different location meant that customers saw them in a
more positive light. Even traders who didn't do standout business were glowing
in their praise of the trading environment and the benefits of leaving your stock
on site.
Another positive outcome was the glimpse into String Bean Alley's
potential as a successful trading aisle. Modifying the approaches to SBA, and
filling it with traders, had an obvious impact on the resident traders and was
probably their first look at really successful trading outside the Night
Market.
Now for the bad news - there were traders who suffered because of
Music Week. Apparently, many traders found the impact of the event to be
neutral but there was a core group in the J,K,L block who suffered sales
decline particularly while loud music was being played in the adjacent stage
area. And, of course, Sunday 15th was a disaster day with profane rap music
creating a distinctly unsuitable environment for family groups, particularly
with young children. Then there were those traders who were relocated into
other areas of the market, sometimes in smaller stalls, who experienced sales
losses.
Trader Representatives are preparing a letter to management
requesting a compensation arrangement for traders who can demonstrate
significant sales loss. We will also be seeking a blanket rent reduction for
traders immediately adjacent to the music area particularly on the occasions
when excessively loud or profane music was played.
There were other issues considered at Tuesday's meeting including
-
1.
The Peel St. facade of QVM looked like the
market was closed. This was probably impacted by the construction zone wire
fencing and the "trendy" black and white decor of MMW. The answer
would seem to be to make future events an integrated part of QVM rather
than replacing a section of QVM.
2.
J shed was particularly impacted by the event.
We have probably under-estimated the importance of this aisle as a thoroughfare and
in future it should remain open.
3.
Closing the car park entrance into the top
walkway impacted on traffic flow across the market and this sort of key entry
point should remain open during an event.
4.
The blank wall at the bottom end of the stage
area (the top walkway) created the illusion of a dead-end and needs to be
better sign-posted.
5.
Loud music and trading do not go together.
6.
And finally, and most importantly, a music event
is not conducive to market trading. Attendees at a music event are generally
not your typical shopper and unlikely to add to sales performance for traders.
The general view is that there are many events more likely to attract market
friendly shoppers than a music event and perhaps a Jehovah's Witness conference
would be a good start.
As an overall view, many traders acknowledge that any event will
expose our market to a potentially new clientele and could have longer term
benefits. But selecting events that are more retail friendly, and then
organising them to maximise the potential return for traders, needs to be our
priority. On this occasion there were winners and losers. In a fragile retail
market there should not be losers. We need to learn from this event and do much
better next time.
Have Your Say - click here.
COMMENTS:
04/12/2014 00:04:22 mmw and the draw "In relation to mmw I feel all the traders, especially those in J-L, should have their rent waived for the entirety of mmw. I agree with several traders here, there should be several draws, but it should all be in market vouchers, so they at least spend it here."
