Rochester Public Market Renovation & Expansion Plan (2011-2014)

The hugely popular Rochester Public Market, owned and operated by the City of Rochester, has been serving the citizens of upstate New York for over 100 years.  Market Ventures joined a team of local architects and planners to re-imagine the Wintershed, an enclosed Market building whose layout and infrastructure no longer met the Market’s needs and that had physically deteriorated. 

MVI conducted extensive market research, helped design and led a public involvement process, explored best practices at comparable facilities around the country, and developed a multi-phased series of recommendations to improve the facility.  MVI also prepared an economic impact analysis that helped support the proposed public investment.  Based on the project team’s recommendations, the City invested $8.5 million into new market facilities, including a new farmers’ pavilion, a reconceived and expanded Wintershed, and relocation of prepared food kiosks into retrofitted shipping containers.  The master plan received the American Planning Association’s Excellence Award for Best Practice in 2012.  The new Wintershed opened in July 2017 and has helped drive consumer attendance to new peaks on both Saturdays and weekdays.