Management of Queen Victoria Market have developed a draft five-year strategy designed to support the market’s pandemic recovery and longer-term revitalisation, following a significant drop in foot traffic during 2020.

The draft Future Market Strategy preserves the heritage and what people love about the Market, while enhancing the retail offer and experience to serve more Melburnians, in particular the core inner-city catchment and a younger demographic.

Highlights of the proposed future offer and experience include new specialty shopping and services precincts; an expanded fresh produce offer including semi-prepared, ready-to-eat items, and take-home meals; more hospitality options such as bars, casual food and produce sampling; enhanced retail configurations and more placemaking, seating, weather protection and pedestrian-friendly spaces, as well as more events and activations to support existing traders and bring different people into the precinct.

Supporting current traders, attracting new innovative businesses, improving safety and environmental sustainability are other critical components of the draft Strategy.

The draft Strategy complements and depends upon the City of Melbourne’s significant Market Renewal Program, which is retaining and restoring the Market’s historic structures, improving customer and trader facilities, and helping meet modern operating standards.

Queen Victoria Market CEO, Stan Liacos said the Market must adapt to recover from the pandemic and ensure its future viability.

“Critical to the future of our Market is ensuring we are relevant to more Melburnians, particularly those in our core inner-city catchment and younger people,” he said.

“Our draft Strategy builds on the fundamental elements that we know people love about the Market and focuses on making it an even better place to visit, shop and trade. It has been one of the most challenging 12 months in the Market’s history and this draft Strategy will support our recovery so we can re-emerge stronger than ever.”

Market management is seeking feedback on the draft Strategy from traders, customers, community, and others with an interest in the Market.