Food Halls & Markets: Food as a Community Anchor

Transcription

1 Food Halls & Markets: Food as a Community Anchor Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario Gansevoort*Market,*New*York*City

2 Moderator Ivy Knight Writer, Food Industry Expert & Food Community Connector Panelists Rob Spanier Partner & Principal, Live Work Learn Play Daniel Winberg Principal, Rockport Group Jeremy Zuker Partner, Toronto Market Company Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario

3 Who We Are & What Do We Do Live Work Learn Play s Expertise Planning & Master Development Leasing, Sales & Activation Real Estate Advisory & Implementation Live Work Learn Play s Project Typologies Downtown Revitalizations Healthcare Facilities & Medical Districts Large-Scale Mixed- Use Communities College Towns & University Districts Resort & Recreation- Based Destinations Live Work Learn Play & Business Improvement Authorities Toronto Entertainment District BIA, Toronto Waterfront BIA, Toronto Downtown London BIA, London Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario

4 Food Halls & Marketplaces: The Past, Present & Future Marketplaces have been the heart and soul and centre of towns and cities around the world for centuries places where people come together to shop, eat, socialize. Past Present Future Campo de Fiori, Rome St. Lawrence Market, Toronto Eataly, Chicago Covent Garden, London Supermarket Giant Robot, London Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario

5 What is a Food Hall? A Food Hall is a modern day marketplace, an indoor-outdoor food destination experience and social gathering space, where customers can purchase a variety of fresh or prepared foods and specialty goods from the best of gourmet eateries, purveyors and vendors, all under one roof. Food Halls are oriented towards the experiential: they create and satisfy the demand for quality lifestyle, and are programmed with events, festivals and interactive weekly happenings. Food Halls have become hubs of social activity, bringing the community together through food and by celebrating local culture. Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario

6 From Food Halls & Marketplaces to Food Districts Food as a Catalyst in City Revitalization Oxbow Public Market, Napa Gotham West Market, New York City Krog Street Market, Atlanta Pike Place Market, Seattle St. Lawrence Market, Toronto Anaheim Packing House, Anaheim Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario

7 Food Halls & Marketplaces: Economic & Social Drivers Incubator for Small Businesses & Start-Ups Increases Property Values & Rental Values Community Gathering Spot Catalyst for New Development in the Surrounding Area Repurposes Derelict Buildings Creates Vibrancy, Drives Traffic & Spend Regional Destination Reconnects Residents to Local Food Centres for Learning & Opportunities for Community Partnerships Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario

8 Great Markets, Make Great Places Who could have imagined, even just a decade ago, that the world of chefs and restaurants would make such an impact on all aspects of our lives? From its place in mainstream and social media, to the way we all travel, view celebrities, support our local communities and claim social status, there is no denying that food has become the language everyone wants to speak (Gail Simmons, Culinary Expert, Food Writer & Judge on Top Chef) The recent resurgence of public markets is just the beginning. Markets spark urban revitalization, foster community diversity and improve public health. We re on the verge of a new era of market cities, with expansive networks to connect people and places. (Project for Public Spaces) Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario

9 Strategic Approach to Food Hall & Marketplace Development Conceptualization to Implementation 1 Research & Analysis 2 Envisioning & Positioning 3 Detailed Programming & Lease Plan 4 Development Planning (Master Plan & Business Plan) 5 Implementation (Development, Targeted Leasing & Casting and Activation) Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario

10 Food Halls & Marketplaces: Key Takeaways Strong Programming Mix for sale goods vs. on-site dining Best-in-Region/Area Tenanting & Leasing Physical Layout thoughtful layout and optimal circulation Design focus on community Market Experience integration between learning, shopping and doing Experiential Programming pop ups, whimsical design elements Strong Branding & Marketing Campaigns Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario

11 [need new good pic] Toronto Market Company 2017 National BIA Conference

12 Toronto Market Co. We partner with great venues to create markets that animate the city, support local entrepreneurs and bring people together. Food Artisan Farmers / Hybrid Grouping of restaurants, caterers and chefs presenting their creations. Destination for food lovers. Example: Front Street Foods Market Collection of local artisans, makers and entrepreneurs. Often a destination for tourists, or holiday shoppers. Example: Union Station Holiday Market Short (1-2 day) pop-ups that bring local community together and showcase local products. Sometimes have a theme. Example: Farmers MRKT at Royal Bank Plaza 2

13 Food Markets Mix of gourmet and street food options; departure from the typical food court offerings Many options and something for everyone Vendors have a satellite restaurant Condensed menu 3-5 dishes Can have licensed bar Opportunity to enjoy eating outdoors First open-air markets of their kind in Toronto

14 Artisan Markets Opportunity for great brands without a brick and mortar presence to be more accessible and attract new customers Mix of local makers, bakers, artisans and chefs Can be returning vendors with new products throughout a season Showcases a space and create interest, excitement and traffic. Example: USHM showcases the Station as a shopping destination rather than only a transport hub.

15 Farmers' Markets Feature typical farmers market items (fresh produce, deli and breads) and higher end / interesting items like nut milks, fresh pressed juices and grab-and-go lunches. Unified and higher end look/feel by providing infrastructure including high tables and bold patterned tents Excitement for tenants Gives local farmers and food businesses an outlet to share great products

16 How We Approach A Market We want to create Win-Win-Win situations 1. Success for Local Vendors: Sales, Brand Exposure, Product Trial, Customer Interaction. Low Risk Commitment. 2. Audience/Community/Visitors: Delightful experience with discovery, community togetherness and culture. Our Company Mission 3. Venue/Landlord: Increase awareness by animating an underutilized space, unique tenant amenity, source new retail tenants.

17 Importance of Vendor Curation & Quality Operations High quality products and right balance Mix of local brands: recognizable and new Seasoned operators Build a sense of camaraderie amongst vendors. We look for the right people as well as products (personalities matter) Every consumer interaction reflects on the whole market. Word-of-mouth marketing is critical. Important to be well organized with respect to logistics, permits and infrastructure.

18 Design = Marketing (with social media) Unified look and feel: Unique to each market Make it a destination Experience shared in real time: Foodie pics rule Selfies need a great backdrop! Include photo-worth design features or use venue features Personalized and genuine vendor booths Brand expression is engaging We oversee and approve booth design [Add pics of: - Instagram food pic/vid showing many likes/shares - Branding on wall

19 Thank you.

20 OBIAA%2017%Conference Food%Halls%and%Markets:% Food;Based%Amenities%as%Community% Anchors% April%3 rd,%2017 Daniel%Winberg 1

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32 Food Halls & Markets: Food as a Community Anchor Ontario Business Improvement Authority Association National Conference April 3, 2017 Toronto, Ontario Gansevoort*Market,*New*York*City