Showcasing the best of Ashford – proposals to improve town centre market offer

Proposal for the expansion of the monthly Makers Market and creation of new permanent street trading pitches within Ashford Town Centre are on the way.

Last night (Thursday 27 September) Ashford Borough Council’s Cabinet gave the green light to recommendations from a cross-party working group (Task Group) which was created to improve the market offer in Ashford Town Centre and find a sustainable, community-led approach to be implemented.

Last year Cabinet approved setting up this group to investigate opportunities for market activity in the town centre, alongside delivering the aims in the existing Town Centre Reset Strategy*, in response to a Motion put forward to Council to create a “Best in Kent” market. 

The Task Group, chaired by Cabinet member Cllr Heather Hayward included representation from Cllr Simon Betty, Cabinet member responsible for Economic Growth and Investment, councillors from different political parties and Cllr Charles Suddards as the town centre local ward councillor.

Key ingredient for success – local led approach

The Task Group set about researching key ingredients for successful markets held elsewhere and concluded that it is one that is organised and supported by the local community. Having reviewed the market operations and proposals in Canterbury, Deal and Faversham, providing a mix of offerings, including crafts, food and drink, creates the ideal experience of a town centre market.

The creation of a new market would be a long-term project that would require sustained ongoing investment and resources with no guarantee of long-term viability, let alone being viable in its own right within a year as identified by the original motion. It was therefore important to build on the momentum created by organisations already delivering markets in Ashford Town Centre.

Following discussions with both the Maker Market operator and the traders on the general market in the Lower High Street, they looked at several options which could enable the maximum opportunities to take forward their aspirations.

This option also enables the general market traders to look to increase their trading days with options to take pitches in both the Upper and Lower High Street locations. It also provides the benefit of supporting the current established monthly market (“The Makers Market”), that has a waiting list of traders, rather than start a brand-new market from scratch.

The Upper High Street area, adjacent to the bandstand, benefits from higher footfall levels but faces spatial restrictions. The Lower High Street has slightly lower footfall but benefits from having more space to accommodate more frequent pitches.

Therefore, the Task Group has sought to balance these issues by proposing the following option to take forward - supporting an existing market operator who will undertake the ongoing management of a renewed market, thus minimising costs and resource implications to the council, and ensuring a community led approach.

A declining market – but a new way forward

The original cattle market at Elwick Place was relocated due to works to bring the high-speed Channel Tunnel Rail Link through the town.

Since then, street trading and market provision in Ashford Town Centre has been slightly disjointed, with the former general market following the decline of many traditional markets alongside the creation of two other markets in the town.

This proposal aims to present an update to street trading provision in the town centre and ensure that local street trading adds to the town centre offering.

By providing a visible enhancement to the market offer in a relatively short period of time, whilst reducing the risks to council finances and ensures that the improvements are viable and sustainable.

Improving the vitality and image of the market, supports smaller local food and drink producers and creatives, as well as helping promote healthy sustainable choices and celebrating the diversity and culture of Ashford.

Cllr Heather Hayward, Cabinet Member for Tourism, Culture, Policy and Performance said: “This report is the cumulation of a year's worth of work by the Market Task Group and Officers. Over the past year we have visited other town's markets, interviewed market organisers, and engaged with our own Ashford town market traders too. This process took time - because we wanted to ensure the review was thorough and any proposals fully considered.

“Our aim is to ensure that any new or revised market offering for Ashford has the best chance of success in the long term. I am very grateful for all who have contributed to this process so far (our work is far from over!), and now Cabinet has approved our recommendations, we can excitedly move forward to the next stage.”

Cllr Diccon Spain, Labour Group Spokesperson for Planning, Recreation, Public Spaces and Culture said: “I wholeheartedly support this report's proposals for revitalising Ashford's market offering, which sensibly builds upon the organic growth of the Makers Market while leveraging the considerable expertise of Craftship Enterprise CIC.

“This approach not only promises to deliver a reinvigorated market experience for Ashford but also lays a solid foundation for the market's future prosperity, offering benefits to local businesses, residents, and aspiring entrepreneurs alike. I believe this initiative will serve as a catalyst for broader town centre revival, aligning perfectly with our vision for a vibrant and economically robust Ashford, potentially creating a virtuous circle of growth and regeneration.”