Madison Public Market

After three years of research, analysis, listening, and planning, the City of Madison is pleased to release a the Madison Public Market Business Plan.  Developed by Project for Public Spaces working in collaboration with City Staff, the City's Local Food Committee, and countless stakeholders and community members, this document represents the next step in bringing the Madison Public Market to reality.

The vision for the Public Market is a place with a mix of food retail, wholesaling, and processing, arts/craft vending, community uses, and events in a culturally diverse and dynamic public space. Until now, the Madison Public Market has been nothing more than a vision.  The business plan pulls this vision into tighter focus and lays out next steps to bring it to reality. The plan was shaped by extensive public input throughout the process from hundreds of prospective market vendors and over a thousand community members. 

It is important to note that this business plan is just focused on the public market building.  The City's long term vision is for the public market to foster a "market district" with related businesses co-located in the area.  Moreover, the public market is part of a City economic development strategy focused on supporting the creation of jobs and businesses by building on Madison's strong and growing food-based economic activity.

The business planning effort was divided into three phases.  The following is a link to the final business plan and other accompanying reports.  

PHASE 3 REPORT - FINAL PUBLIC MARKET BUSINESS PLAN - This is the final business plan for the public market. 

PHAE 2 REPORT - SITE SELECTION ANALYSIS - The second phase of the businesses planning effort focused on selecting a site for the project.  This report summarizes the analysis that lead to the site selection

PHASE 1 REPORT - MARKET ANALYSIS - The first phase of the business plan was vendor outreach and market analysis.  This report summarizes that process. 

STAFF REPORT ON THE MARKET DISTRICT CONCEPT  - The City Staff created this report to accompany the business plan and describe how the public market project fits within the city's broader vision for the a Market District and stronger regional food system.

PUBLIC MARKET EQUITY ANALYSIS - Directed by the City Council, the City's Racial Equity and Social Justice Initiative (RESJI) team and the Economic Development Division staff applied the City's recently-developed Equity Tool to the public market project to evaluate its impact on communities of color and low income populations in the City. 

If have questions about the project, please contact: Dan Kennelly,, 608-267-1968

Last Updated: 08/31/2015

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