1. 1 ALFONSO MORALES UNIVERSITY OF WISCONSIN - MADISON DEPARTMENT OF URBAN AND REGIONAL PLANNING Marketplaces: Prospects for Social, Economic, and Political Development

2. 2 This Presentation Marketplaces historically; Four types of benefits associated with markets; Some options for planning practice; and Three broad research questions.

3. 3 Multiple Perspectives on Marketplaces I have often amused myself, with thinking how different a place London is to different people. They whose narrow minds are contracted to the consideration of some one particular pursuit, view it only through that medium… But the intellectual man is struck with it, as comprehending the whole of human life in all its variety, the contemplation of which is inexhaustible. – James Boswell Historically… Center Market, Washington, DC

4. 4 Markets in History Early Europe - law fostering commerce and cosmopolitanism Markets in the U.S. 18 th -19 th c. 20 th c. decline/reemergence – old themes and new

5. Renascent Marketplaces in the U.S. Market types result from mixing socio-economic and political considerations. Many considerations here…historical, demographic, political, economic…. 5

6. 6 The Market Milieu Markets Historical Processes SUPPLY of Businesses DEMAND from Consumers ACTIVITIES non-economic motives for being out City/ Jurisdiction Constitution/ Government Infrastructure Individual and Collective Goals/Benefits Public Health Placemaking/ Public Space Economic Benefits Other Social Benefits

7. From the Market Milieu -- Multiple Benefits Economic Social Political Health 7

8. Economic Benefits Invigorate underutilized locations; Employment and human capital formation; Business Incubation – second (or third) income; Promoting Local, Sustainable Agriculture; and Creating a destination. 8

9. Social Benefits Building Community, evinced in: Increasing ethnic diversity; Placemaking and preserving history; Human Scale – heads up consumption; and Youth involvement. 9

10. Political Benefits Revitalizing Public Spaces Mitigating risks Public safety public characters Public services Civic engagement Program participation 10

11. 11 Politics II - Market Mission Statements Public Markets: Raleigh Flea Market (NC) – To improve the state of agriculture and serve the citizens of North Carolina. Eastern Market (Washington, DC) – To capitalize on the attractions and legacy of the Eastern Market in order to create a vibrant and diverse urban district. Contrast with a private market… Contra Costa Farmers Market (SF Bay, CA) – To provide fresh, high-quality food grown by farmers and to provide a gathering place. Hartville Marketplace and Flea Market (OH) – To provide a safe and family-friendly place that will give individuals and businesses an opportunity to make money. Mission statements include: public health, healthy/safe/farm-grown food, employment/job training, entrepreneurship, customer service, preserve local business, preserve agriculture, promote/build unique/diverse community experiences. Governance options are MANY!

12. 12 Health and Environmental Benefits Food access and cost; Increase physical activity; Health/nutritional education; Psychological well-being; and Connecting rural and urban.

13. 13 Harnessing the Benefits What are the Goals? Such might include: Enlivening the neighborhood, providing employment, increasing eyes on the street, providing recreation/shopping, articulating with other neighborhood activities or articulating with other city-sponsored goals/agencies. What are your resources? Strengths? Weaknesses? Opportunities? Threats? Seek, plan and implement: Partnerships; that Adopt appropriate goals; through… Governance that reflects context; articulate with… Broader goals and strategies.

14. 14 Take Away for Practicing Planners Markets create dynamic and vibrant places by: Providing a mix of experiences, diversions and commercial options that appeal to multi-cultural and multi-generational patrons; by Providing visceral and visual experiences across time and season; that Bridge the goals of state and society.

15. 15 Take away for Academics: Research Questions of Interest When you cannot measure your knowledge is meager and unsatisfactory. Lord Kelvin Enumerate markets – Census data – NAICS (category 454390), etc. Research on individuals and households, Business formation and organization, gender, ethnicity, health, backward linkages to production, forward to various investments Neighborhoods and networks, Land values, carrying capacity of neighborhood/market, community Constitution, regulation, and development. Organization – various templates and models Markets articulate with society in many ways – what is important in each context? CLT/city/CBO relationships? What relationships and social/physical design principals are implied?

16. 16 Thanks Very Much! Alfonso Morales, ABD, at Chicago's Maxwell Street Market, 1990. Vendor has the camera. Notebook and recorder are in the fanny pack.