Ulverston Case Study
- The market town of Ulverston is situated on the Furness Peninsula about 25 miles south west of Kendal and some 10 miles from Barrow-in-Furness. The town is characterised by a compact centre with Market Street as its focal point. It has a population of around 11,000. Ulverston is within the administrative area of South Lakeland District Council. The Ulverston and Low Furness Partnership – the Market Towns Initiative organisation for Ulverston – was formed in 2002. It built upon work done by the Ulverston 2000+ Partnership which had been established in 1996 to tackle issues affecting the town; to improve the street environment and to make better use of the town’s tourism potential through promotion and festivals.
Ulverston: Town centre and market
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The market
- Ulverston was granted its market charter in 1280 with Thursday as the market day. A Saturday market was introduced in the 1970s. A Food Fair – Farmers’ Market – is held monthly on a Saturday.
- The Market Hall – owned and managed by South Lakeland District Council - on New Market Street, is open from Monday to Saturday [closed Wednesdays] and outdoor markets are held on Thursdays and Saturdays. The Market Hall was opened in 1878 and re built in 1935 after being destroyed by fire. Market stalls are pitched on Market Street near to the Market Cross and also on New Market Street, Cross Street and Brogden Street.
- The Market Hall comprises 20 stalls of various sizes which are unlocked curtained units. The units are let on a 6 monthly basis and there is a low tenant turnover. The Thursday outdoor market comprises around 30 stalls of which 26 were trading on the day of our visit – April 22nd 2004. The Saturday market – visited April 3rd - normally comprises 6 or fewer stalls.
- Goods on sale include: fruit and vegetables, clothing, cards and stationary, household goods, fish, bakery products, meat, eggs, outdoor wear, footwear and luggage. On the day of our visit there were often queues at the food stalls. The monthly Food Fair has 12 or so stall holders selling a range of local food products.
Ulverston Market: Stalls on Market Street
- The Ulverston and Low Furness Partnership commented that the town’s markets are in decline, they suffer – particularly the Saturday market – from other retail competition, their custom is mainly from an older age group and the less well off. The Thursday market is popular with traders and shoppers but the Saturday market is in serious decline - down to 6 or so stalls. The monthly Food Fair is considered successful – with 12 stalls – as it draws in shoppers. Market Hall staff made similar observations re older shoppers and the retail competition on clothes, vegetables and household goods.
The Market – Trader views
- Traders standing at the Thursday outdoor market on April 22nd had a generally positive view of Ulverston. Trade levels were considered to be good, to be at a consistent level, with most customers – often regular - coming from Ulverston, with some tourists and visitors in the summer months. Most traders were from north Lancashire and Cumbria and stand at other local markets. Traders comments indicated that they were content with the management services provided by the local authority.
- Market Hall traders were less sanguine. Trading conditions were considered to be steady with Thursday as the busiest day and Saturday afternoons in steep decline. They would like to see the Hall open on Wednesdays.
- Concerns were raised on the local authority management of the Market Hall. Comments centred on the lack of transparency, the difficulty in locating anyone who could listen to concerns and initiate action. There was a complaint at the absence of clear communication channels between Market Hall traders and the Council and an apparent reluctance of management to become involved with operational issues.
The Market – Shopkeepers
- The Ulverston Trader’s Association – representing local shopkeepers – has a generally a positive view on the markets. The Market Hall is seen as an important element in the Town’s overall attraction to tourists and visitors. Shopkeepers would like for it to be open on Wednesdays. It is seen as something which attracts customers to Ulverston rather than as a source of competition.
- The Association has a similar positive view of the Thursday outdoor market – it is popular with traders and shoppers. However, the Saturday market is disappointing is in long term decline which is not good for the town. The monthly Food Fair is also seen as successful. The Association commented on the importance of festivals in attracting tourists and visitors to Ulverston.
- After a number of years in the doldrums retailing in Ulverston has picked up over the past 5 years or so. Traders have become more responsive to the tastes and demand from visitors. Generally a more positive outlook has developed – partly as a result of the Ulverston 2000 + work in the town. They have prospered more as they became more responsive to the needs and demands of visitors.
- Ulverston now provides a shopping experience for visitors and tourists – a variety of specialist shops, a pleasant street environment with car parks close to the town centre, lots of tea shops and cafes and, of course the indoor and outdoor markets which add to the overall attraction of the town.
The Market – Tourism
- The Ulverston Trader’s Association has a positive view of the market and tourism and of how both contribute to increased footfall and business in the town. Festivals are a key activity in attracting visitors and tourists.
- Ulverston sees itself as a Festival Town by virtue of the more than 20 annual festivals currently held – 21 were held in 2003. All are organised by volunteers, each with its separate organising committee. The Dickensian Festival – held at the end of December – attracts around 30,000 and is the most important for the Market Hall traders. Other important festivals include – the Lantern Procession, which attracts 10,000 in September and the Carnival which 20,000 attend.
- Tourism bodies24 reported that the market attracts coach party tourists in summer and that it an important element in Ulverston’s overall attraction as a place to visit. They would also like to see closer coordination between market management and tourism promotion.
The Market – Shoppers
- The profile of Ulverston shoppers is similar to that for the average recorded at the 5 market towns. Ulverston shoppers are slightly older than average, more of them come from the highest occupational class, they spend the most - an average of £7.80, and more of them consider that the market offers value for money.
- Comments elicited from shoppers can be grouped under three headings:
1. Around 45% of all comments were favourable in that they made reference to the market’s value to Ulverston, to its heritage, to tourism and to the quality of life. Many comments mentioned enjoyment derived from the market. This group were entirely happy with the market.
2. Some 35% of comments mentioned the need for more stalls and more variety in the goods on offer, commented on the queuing at certain stalls and that some market goods are more expensive than those in the shops. This group were happy with the market but also want to see some improvements.
3. A further 20% of comments centre on concerns for the future of the market. These comments could be related to the perceived decline in the Saturday market – the survey was conducted on a Thursday market day. This group are market supporters but anxious about its future.
Conclusions
- Ulverston’s markets are relatively successful. The Thursday market has good and consistent levels of trade reported by traders, it is popular with shoppers, the local shopkeepers, it attracts tourists and visitors. The regular Saturday market attracts far fewer traders and is declining. The Market Hall is fully occupied and is seen as an asset to the town but traders there seek improvements to their operating environment.
- Markets play an important part in Ulverston. They attract shoppers to the town - to the benefit of total footfall and business - they also attract visitors and tourists and are part of the overall attraction that Ulverston currently provides. The shoppers’ survey indicated high levels of satisfaction and support.
The markets have played a key role in creating a town centre environment that is attractive to shoppers and tourists and have therefore contributed to revitalising retail and business in Ulverston’s town centre.
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