Reading Terminal Market, Philadelphia (1999-2000)
To address a changing customer base and nearby development pressures, Reading Terminal Market retained Market Ventures to prepare a strategic marketing plan that would lead to effective, measurable results while retaining the Market’s authenticity as one of the largest and most diversified fresh food markets in the country. The plan was based on a solid foundation of market research and analysis utilizing research methodologies created by Market Ventures and developed with significant input from the merchant community. Each proposed marketing strategy was prioritized based on cost and impact, and were implemented by the client.
In 1991-1992, as principal of Public Market Partners, Ted Spitzer led a consulting team that created two plans for the historic Reading Terminal Market. The team prepared a merchandising plan for the entire 80,000 sq. ft. market hall, which contains more than 80 independent merchants, focusing on retaining fresh food sales to serve local consumers. In a second project, a concept plan was developed for the Reading Terminal Market Arcade, a vacant 15,000 sq. ft. space in the historic Headhouse Building, that would strengthen Reading Terminal Market’s main building and reinforce market activity within the district around the market hall.