Agenda item

To present for members consideration an update to the SHDC’s existing Markets Policy and the introduction of a new SHDC Markets Severe Weather Policy (report of the Service Director – Leisure and Local Services enclosed).

Consideration was given to the report of the Service Director – Leisure & Local Services which presented an update to SHDC’s existing Markets Policy and the introduction of a new SHDC Markets Severe Weather Policy.

The Leader of the Council introduced the report and advised that its purpose had been to review and update the existing Markets Policy. This was to ensure it aligned with the introduction of a new DOS?based online open payment system (set out at Appendix 2) and to introduce a new Severe Weather Policy to improve safety and consistency across market operations.

The Leader summarised that the revised policy included several key changes. These comprised the classification of traders as either regular or casual at the application stage; the introduction of promotional fees for specialist markets such as makers’ markets; and a requirement for traders using their own stalls and equipment to submit appropriate risk assessments.

Clearer application and payment processes had been established through the new online system, and the advance booking period for casual traders had been extended from 14 days to 28 days.

Members were advised that new incentives had been introduced to encourage new and returning traders who had not traded for over 12 months. Disciplinary and conduct procedures had been updated to include inappropriate online behaviour, revised health and safety inspection arrangements, and the inclusion of Trading Standards requirements linked to the 2019 framework.

It was noted that the updated booking costs and payment system were scheduled to be rolled out in Quarter One. In addition, new funding had been secured for marketing activity, including banners, leaflets, promotional boards and paid Facebook advertising.

The Leader highlighted the strong digital performance to date, particularly the South Holland Markets Facebook page, which had achieved 1.7 million views during 2025/26 without any paid advertising.

The Leader also outlined the introduction of the new Severe Weather Policy, explaining that it had been developed in response to the increasing frequency of adverse weather, particularly high winds, which had a significant impact on market safety.

The policy was based on best practice already in operation at Boston Markets since April 2025, where no incidents had been reported. Decisions under the policy would be informed by Met Office weather warnings or on-the-day safety assessments by the markets team.

Finally, Cabinet was advised that the Severe Weather Policy had been considered by the Policy Development Panel on 3 February. Feedback from the Panel had focused on notice periods for market restrictions or cancellations and clarification on how trader illness during a market day would be handled – it was confirmed that this would be managed at the discretion of the markets team, including the option of offering a free future market where appropriate.

Support was expressed for the report, particularly highlighting the improvements in incentives, including additional support for charities and makers’ markets. The value of ongoing advertising and promotional activity was also welcomed.

Reference was made to increased market occupancy and strong online engagement, including significant Facebook views. While it was acknowledged that online views did not directly equate to physical attendance, it was emphasised that encouraging those engaging digitally to visit markets in person would be an important next step.

It was noted that even a modest increase in footfall could make a meaningful difference to traders and potentially encourage new businesses to establish themselves within the district. It was suggested that the effectiveness of the new policies should be monitored and reviewed in future.

Observations from a recent market visit were shared, noting good attendance during favourable weather and a full complement of traders. However, it was recognised that footfall could still be improved overall.

Initiatives being delivered jointly by the Council and the Business Improvement District, including an increased programme of events, were expected to help drive additional footfall into the town centre.

It was also noted that weather conditions had a clear impact on trader attendance, with poor weather discouraging participation. The updated market policy was welcomed as a means of improving consistency and administration, particularly through encouraging traders to become regular attendees and comply with minimum attendance requirements, rather than choosing to attend only in favourable conditions. Overall, the policy was considered positive, with continued emphasis on increasing footfall to support traders.

Members sought clarification on whether the Markets Policy specified a maximum physical pitch size, noting that gazebos varied in size and that flexibility could lead to inconsistency. In response, it was explained that the policy charged traders per standard 3.5 metre pitch, which applied to both width and depth. Gazebos were considered to be of a standard size, and traders operating from vehicles were charged on the same basis. While some flexibility was acknowledged, the principle was to ensure fairness by providing equivalent trading space for all traders, with allowances made where vehicles were deeper than standard pitches.

Members also queried whether current promotional activity, particularly via Facebook and other social media, was effectively reaching potential traders, given historic challenges in maintaining trader numbers. It was confirmed that significant efforts were being made to attract traders through multiple channels, including encouraging traders operating in neighbouring areas to also trade locally. The role of the Market Manager in working across several markets was highlighted as an opportunity to increase trader numbers.

Suggestions were made about expanding the market offer to attract specific groups, including younger people at lunchtime, for example through hot food stalls. Members were encouraged to promote opportunities to potential traders where possible.

Clarification was sought on the requirement for trader risk assessments where traders provided their own stalls or equipment, and whether these would need to be repeated frequently. It was confirmed that traders would be able to use a standard risk assessment which could be reused, with updates required only where there were material changes. Officers confirmed that support would be provided to traders to avoid unnecessary burden, and that market officers would monitor compliance and safety on the day.

Finally, Members queried the minimum £5 million public liability insurance requirement, including when it had been set and whether it should be reviewed. Officers advised that the requirement aligned with the Council’s standard policy for contractors and traders and was consistent with arrangements at other markets.

DECISION:

That Cabinet:

1. Review and approve the draft Market Policy (Appendix 2) and Severe Weather policy (Appendix 3) as provided in this report.

2. Agrees the delegation to the Assistant Director Leisure and Local Services, in consultation with the Portfolio Holder, to make future minor policy revisions as might be needed to ensure the continued good running of the markets.

(Other options considered:

·         To not progress the reviewed draft Markets Policies. This was discounted to ensure through a review, the commitments made by Cabinet were delivered against, to ensure the market was operated efficiently, consistently, and safely.

Reasons for decision:

·         To enable members to review, comment and challenge the information presented, and consider the new measures being proposed.)