Review of Existing Documents and Conditions
To become familiar with the area and to establish a firm foundation for completion of this assignment, PPS will typically conduct a job initiation conference to see the site or sites; familiarize ourselves with the area; and to set the framework for the project and review and refine, if necessary the work program. Review previous surveys, studies, budgets and relevant documents.
PPS’s entire basis of its work is based on achieving a collaborative “vision” and consensus for all its projects. A participatory process will be used in which participants learn about the benefits and pitfalls of developing a public market, the different forms that they can take, and how to mitigate risk. Based on this understanding, a vision is created for the proposed market, including a mission statement and overall framework for its development. The workshop will provide a forum for the public and private sectors, and other key stakeholders, to work together cooperatively on setting up a groundwork for effective implementation of the public market.
Estimate Market Demand
To estimate market demand for a proposed market and determine the optimal operating scale of the market, we define a trade area for the market and evaluate the primary demographic and economic characteristics that influence the quality of the location. We will map these characteristics using our geographic information system (GIS). (See Site Selection and Assessment, below.) The final part of this analysis is to estimate the existing consumer demand by various food categories. We use a computerized gravity model that will estimate an achievable market share for the market. This method will also help determine the merchandising plan.
Assess Customer Satisfaction with Existing Fresh Food Purchasing Options
The fate of a proposed market rests largely on getting local residents to patronize fresh food businesses in the proposed market. This is done through various means: telephone surveys, focus groups, and, if a suitable location can be determined, surveys are conducted off-site (within the trade area) to determine satisfaction with existing fresh food purchase options and to assess interest in a public markets.
Assess Vendor Capacity and Interest
To determine if there are a sufficient number of potential fresh food operators to fill the various product niches identified in the market demand study, PPS will conduct an analysis of the interest of potential future tenants in locating in the public market, and a preliminary assessment of their capacity to do so.
Site Selection and Assessment
Like all retail enterprises, “Location, location, location” is a mantra that applies to public market. To be successful, public markets need sites that are visible, accessible, and convenient. They also need sites which, because of their location or context, have a special quality that the public market can build into a major public destinations. At the same time, site control should not put an undue financial burden on the market. PPS works with clients to establish site selection criteria, evaluate each, and make a recommendation for a preferred site. If a site is already pre-determined, PPS will assess the site’s assets and liability as a location for a public market.
Phase I Report
This report will summarize all of the information collected in this phase and give the development team an understanding of the issues, risks and opportunities for determining the wisdom of pursuing this project.