Merchant Vending
Merchant Vending is a license for retail businesses, located within the Mall Concourse Vending Area, to display their goods on the terrace outside their business. See below for requirements and how to apply.
Do I need a license to put things outside of my brick-and-mortar business?
- YES - In the Mall Concourse a Merchant Vending license is required. The license fee is $250 annually.
- NO - This requirement applies to vending on State Street and the sidewalks on the outside of the streets comprising the Capitol Square.
What can I put out in my Merchant Vending site?
Items that are for regular sale inside the establishment. No consumables can be placed in the Merchant Vending site. This includes food, beverages, candy, gummies, cookies, samples, etc.
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Required Documents and Preparation
You must obtain the following before you can apply for a Merchant Vending License:
- Site Visit. New operators only must meet with Street Vending staff to review the area available for Merchant Vending. To schedule a site visit contact streetvending@cityofmadison.com.
- Wisconsin State Seller's Permit
- General Liability Insurance
- Diagram of the Merchant Vending Area
Example:
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Apply
Fees are paid after application is reviewed and approved by staff.
Need help with your online application? Contact IT Support elamsupport@cityofmadison.com call 608-261-4293.
- Click on Licenses/Registration at the top of the page
- Click on Apply for a License/Registration
- Select Merchant Vendor to begin the process
- Fill in the required information
- Attach required documents: Wisconsin State Seller's Permit, General Liability Insurance, and Diagram of the Merchant Vending Area
- Review application for accuracy
- Submit – You will receive an email notification once the application is fully submitted
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Application Review
Staff review application and follow-up with any questions or additional information required.
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Invoice and Payment
- Invoice is issued via email for fees due.
- Log back on to your account.
- Pay fees.
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License Issuance
License issued and active as of 4/15 annually.
Can my equipment stay out overnight?
NO. All equipment must be brought inside the establishment at the close of business each day and may not be set out again until the start of business the next business day.
What type of signage can I have in my Merchant Vending area?
- A merchant vendor may not display a portable sign in the right-of-way when any of its merchant vending equipment is present.
- Licensed merchant vendors may display a sign not to exceed 12 x 12 inches, affixed directly to each licensed display rack in a manner that does not project into the required walkway.
If there are multiple business addresses, how is it determined who can use the space?
- Contiguous Street-Level Businesses.
- A merchant or establishment is considered to be "contiguously-located, "street-level" if its place of business is located on the ground floor of a building with a street address that abuts a public sidewalk and there is space on that sidewalk that is not otherwise prohibited for vending by the Madison General Ordinances.
- Corresponding Non-Street Level Businesses.
- A merchant or establishment is a corresponding non-street-level business if it is in the same building as a contiguously-located, street-level business, but not on the ground floor.
- Multiple Addresses.
- Merchants with a business space that has multiple street addresses must choose only one address (and corresponding street frontage) for a merchant vending site. If multiple business tenants use the same street addresses, the site(s) shall be allocated among street-level and non-street level businesses as described above.
How much space can I use for my Merchant Vending site?
Merchandise may only be displayed in specific sites defined by the street frontage of the street level merchant's place of business. Area used cannot take up more than 50% of the frontage.
To determine the eligible space, contact Street Vending staff to schedule a site visit. Contact Meghan Blake-Horst, mblake-horst@cityofmadison.com.
Do I have to have staff at my Merchant Vending site at all times?
An attendant or salesperson are required to always be present within the approved merchant vending site at which items are displayed or sold OR immediately available within the corresponding place of business.
Staff must ensure that the merchant vending site and merchandise displayed therein shall be maintained in an orderly and organized fashion.
Hours of operation?
Merchandise may only be displayed during normal business hours when the merchant's corresponding place of business is open.