Agenda item

To scrutinise the rates for markets and stallholders, and the policies for them generally.

Mathew Wooles and Simon Parfitt delivered a presentation and answered the members’ questions, with Craig O’Connor and Nick Keyse:

Councillor Dymock asked how more stallholders could be encouraged to attend Caldicot market, noting its accessibility and suggesting that the lack of a structure or cover might be a barrier. She enquired about the possibility of a temporary structure in the town centre to increase footfall and attract more traders. She suggested collaboration with Caldicot Town Team for storage solutions, as they have premises near the church, and mentioned that improved advertising by both the County Council and members could help make the market more vibrant. She also asked if the Town Team is involved in the placemaking delivery group.

The main barrier identified was the lack of structure and storage at Caldicot market, making it difficult to attract new traders, especially given weather dependency. Providing a structure and storage for gazebos/tables would help reduce the initial outlay for new traders. The Chief Officer agreed these are problems that need solving and suggested the placemaking delivery group should work with local partners, such as the Town Team, to find solutions for storage and weather protection. He emphasized the need for collaboration and said the issue would be taken to the delivery group. It was clarified that the decision on Town Team involvement in the delivery group would be made by the group itself.

Councillor Brown asked why Monmouthshire County Council does not promote a market for Chepstow during the week on a regular basis, and enquired about how the Chepstow market operates, specifically whether stallholders have to bring and take away their own stalls.

Officers clarified that Chepstow market is run by a volunteer group and is not one of Monmouthshire County Council’s markets.

Councillor Strong commented on the decline of Caldicot market over the years, noting it has gone from a wide range of stalls to just two regular ones, and asked what the team has done to scope what local people want from their market, including whether Tuesday is the best day and if the market is in the right location. She suggested possibly moving the market nearer to the library and Asda for more footfall and asked about the ownership of the land outside the library. She also enquired if the seasonal markets at the castle are run by the council or a private company, and emphasized the need for a collaborative approach to regenerate Caldicot’s town centre.

The officers acknowledged agreement with her points, explaining that the initial focus had been on stabilizing Abergavenny market but now attention would turn to strengthening Caldicot market, including increased advertising. It was stated that the County Council likely owns the High Street and possibly the area outside the library, but this would need to be confirmed with a plan. The importance of market location for generating footfall was noted, and openness to exploring different areas and solutions was expressed. The ongoing challenge of maximizing market success and the impact of COVID on footfall and traders was also highlighted.

Councillor Groucutt asked to hear more about the Abergavenny night market, describing it as an exciting development that brought vibrancy to the town centre during summer evenings.

The response agreed with his positive assessment and explained that the street food market was reintroduced by the previous manager and has grown significantly in the past year. Increased marketing, collaboration with the Abergavenny market traders, and investment in infrastructure (such as additional power outlets and a distribution box) have helped attract more traders. The night market also features open mic nights and karaoke, and works well when coordinated with theatre events, helping to develop Abergavenny as a cultural hub.

Councillor Bryn asked how the markets, especially themed and night markets, are promoted, noting she had not seen much advertising and wondered about strategies to attract new visitors. She also asked if there are “boot sale” style markets to allow non-traders, especially young people, to try trading at low cost. Finally, she questioned whether splitting Monmouth market into two locations is beneficial or detrimental, suggesting it might be better to consolidate stalls in one place until numbers increase.

The officers explained that advertising is mainly done via social media, the Abergavenny market traders’ page, the council’s website, local publications, posters in the market, and a digital screen in town. For “boot sale” style markets, it was clarified that all traders must have £5 million public liability insurance, so casual trading is not currently possible, though there is interest in attracting younger traders. Regarding Monmouth market’s split locations, officers stated that consolidating into one location would likely be more beneficial, but convincing traders of this change is a challenge.

Councillor Brown asked why Monmouthshire County Council (MCC) does not promote or assist with a regular market in Chepstow, mentioning the existence of a covered area near Marks & Spencer that could host stalls, and questioned who owns that land. She also noted that the Sunday market in Chepstow is only occasional and not held during the week.

The officers clarified that Chepstow Town Council, not MCC, is responsible for the Chepstow market, which is why MCC does not promote or manage it. However, it was acknowledged that MCC could explore opportunities to support or cross-promote Chepstow’s market in collaboration with the Town Council.

Councillor Thomas commented on the importance of Abergavenny market as a destination and raised concerns about the building’s conditions, specifically the cold in winter and extreme heat in summer due to the glass roof. He asked if there are long-term plans to address these issues, such as heating or covering the outdoor area to improve trading conditions, especially in winter.

The officers acknowledged the challenges of maintaining a listed building, including the costly roof repairs and difficulties in adding heating or structures. They stated that solutions require investment and discussions with heritage authorities, and while some heating schemes are being considered, funding and long-term sustainability remain unresolved. The importance of keeping the market thriving was emphasized.

Councillor Lucas raised several points about market operations, focusing on Abergavenny and Monmouth. She questioned the market’s financials, specifically the apparent deficit between income and expenditure, and asked how it is managed and whether MCC subsidizes it. She also enquired about investment strategies, environmental considerations like solar panels, and how to support and advertise markets, especially in Monmouth.

The officers clarified that the market actually operates at a small surplus, not a deficit, and that recent budgets show growth. It was agreed that consolidating Monmouth’s market to one location (preferably Shire Hall) would be beneficial, but challenges exist with similar traders and space. The team acknowledged the need for better advertising and collaboration with Monmouth Town Council, and confirmed ongoing discussions about maintaining market operations during Shire Hall renovations. They also noted that expanding market areas would require obtaining a street trading licence for new locations.

Councillor Lucas also asked how much money is lost by putting two traders in the one car park and therefore losing car parking fees. – ACTION: to provide a response