Stoke-on-Trent City Council is cutting rent for new and existing stall holders at all of its markets

This is one of a series of initiatives being introduced to support market traders, attract more shoppers and breathe new life into the buildings.

From 1 January, traders at the city’s eight indoor and outdoor markets will receive a range of benefits in a move aimed at helping them survive and thrive and make the town centres more attractive places to visit.

One of the key initiatives is a 75% rent reduction for 18 to 25 year olds, for up to 16 weeks, to help them get their ideas and businesses off the ground.

Other initiatives being introduced include:

  • 10% reduction in rent at all markets for current traders for a two-year period
  • 50% rent discount for all new traders for up to 16 weeks
  • market training and support programme, worth £26,000 in the first 12 months, with funded guidance and access to training on retail presentation, sales and customer service and social media presence
  • consultation with traders on opening hours, to ensure the markets meet shopping habits in the 21st century
  • ‘loyalty bonus’ to market traders, which will see a selection of discounts against council services such as gym memberships.

Councillor Daniel Jellyman, cabinet member for regeneration, transport and heritage, with responsibility for markets, said: “I think it is incredibly important that we support new and existing businesses, and markets are a great springboard for any business. The simple fact is that if traders are successful, then the market as a whole will be successful, too.
“We have had a look at how markets in comparative cities are operating and the 10 per cent rent reduction will bring us in line with many of them. That may not seem a lot on the surface at first but collectively the discount is valued at £141,000 each year which is a considerable amount of money.

“We want new blood in our markets, especially young entrepreneurs with great ideas, and the rate we are offering is an incredibly good offer for a retail space to help new start-ups on their way. As someone who has set up their own business in the past I know how hard it can be in the first few weeks when you are finding your feet and don’t have an awful lot of capital behind you. This rent reduction will make a big difference for new traders.

“I think the initiatives we have come forward with are a statement of intent by the council to say we are here to support our markets, we want them to do well, to fill up empty stalls and to see businesses being successful. Yes, footfall has declined in recent years, but this is us doing something about it and looking to reverse the trend. The more stalls we can fill, the more shoppers the markets will attract, which will be good news for everyone.”

The initiatives will apply to indoor markets at Hanley, Longton, Tunstall and Stoke, and outdoor markets at Hanley, Fenton and Bentilee.

Last month the city council announced it is investing £1.5 million into Hanley Indoor Market, the biggest single investment since the facility opened nearly 30 years ago. Designs are currently being drawn-up for the scheme, which could include a striking entrance to raise the profile of the market and the zoning of stalls to create destination areas. Around £70,000 has been spent on improvements to Longton Market, while Tunstall Market recently celebrated its 200th birthday. And planned multi-million pound refurbishment works to Tunstall Town Hall and Longton Town Hall will also drive footfall into the towns and markets.