The Castries The Castries Outdoor MarketOutdoor Market

The University of VermontThe University of VermontDepartment of Community Development & Applied Department of Community Development & Applied

Economics Economics

Jillian Abraham, Hannah Abrahamson, Jillian Abraham, Hannah Abrahamson, Andrew Linowes, Cecelia Woods-Smith, Riva RondorfAndrew Linowes, Cecelia Woods-Smith, Riva Rondorf

PartnersPartnersHeritage Tourism ProgrammeHeritage Tourism Programme

Mr. Nigel Mitchel, Mr. Nigel Mitchel, Programme CoordinatorProgramme Coordinator

Ministry of AgricultureMinistry of Agriculture Mrs. Joan John-Norville, Mrs. Joan John-Norville, Director of Director of

AgricultureAgriculture Mr. Vincent la Corbiniere, Mr. Vincent la Corbiniere, Marketing Marketing

SpecialistSpecialist Mr. Kensley Emmanuel, Mr. Kensley Emmanuel, Agricultural OfficerAgricultural Officer

Castries MarketCastries Market Mr. Timothy Soomers, Mr. Timothy Soomers, Market ManagerMarket Manager

ContentsContents

Project GoalProject Goal ObjectivesObjectives MethodsMethods Initial QuestionsInitial Questions Survey FindingsSurvey Findings Recommendations for Recommendations for

the futurethe future

Project GoalProject Goal

To enhance the local To enhance the local economy and sustain economy and sustain St. Lucia’s heritage St. Lucia’s heritage through their people through their people and the goods and and the goods and services they offerservices they offer

ObjectivesObjectives

Initial ObjectiveInitial Objective Assessment of open-air markets and street Assessment of open-air markets and street

vendors throughout St. Lucia for future vendors throughout St. Lucia for future marketing materialmarketing material

Modified ObjectiveModified Objective To build the foundation for future partnershipsTo build the foundation for future partnerships To complete a preliminary vendor and To complete a preliminary vendor and

consumer assessment of the Castries Market consumer assessment of the Castries Market To make recommendations for future To make recommendations for future

initiativesinitiatives

MethodsMethods

Survey prototypeSurvey prototype Adapting the surveyAdapting the survey Consumer intercept Consumer intercept

surveys and vendor surveys and vendor surveyssurveys

Analysis of dataAnalysis of data

Initial QuestionsInitial Questions

Who frequents the market, and Who frequents the market, and what are their spending patterns?what are their spending patterns?

What improvements could be made What improvements could be made to increase revenues for vendors?to increase revenues for vendors?

How could the atmosphere of the How could the atmosphere of the market be improved?market be improved?

Are the consumers sufficiently Are the consumers sufficiently informed as to what the market has informed as to what the market has to offer?to offer?

Consumer and Vendor Consumer and Vendor SurveysSurveys

Sales and spending Sales and spending behaviorbehavior

Pros and cons of Pros and cons of MarketMarket

Desired Desired improvementsimprovements

Demographic Demographic InformationInformation

Consumer Demographics & Consumer Demographics & BehaviorBehavior 179 consumers 179 consumers

surveyed surveyed 52 tourists52 tourists 107 St. Lucians107 St. Lucians 17 no response17 no response

Average spending = Average spending = $45EC per day$45EC per day

St. Lucian spending St. Lucian spending average = $EC36average = $EC36

Tourist spending Tourist spending average = $EC66average = $EC66

Consumer FeedbackConsumer Feedback

Recommendations for ImprovementsRecommendations for Improvements 34% increased variety of crafts34% increased variety of crafts 25% infrastructure improvements25% infrastructure improvements

Market CharacteristicsMarket Characteristics 31% cited poor sanitation31% cited poor sanitation Many of those surveyed mentioned Many of those surveyed mentioned

vendor friendliness, good location and vendor friendliness, good location and cultural atmosphere.cultural atmosphere.

Vendor DemographicsVendor Demographics

48 vendors surveyed48 vendors surveyed Average time selling: 12 yearsAverage time selling: 12 years 51% make less than EC$10,000 a year51% make less than EC$10,000 a year

Vendor FeedbackVendor FeedbackLack of AdvertisementLack of Advertisement 38% specified advertising as the 38% specified advertising as the

greatest obstacle to increased tourist greatest obstacle to increased tourist purchasingpurchasing

19% identified advertising as the 19% identified advertising as the greatest obstacle to increased greatest obstacle to increased spending by St. Luciansspending by St. Lucians

Market CharacteristicsMarket Characteristics 50% specified structural upkeep50% specified structural upkeep

Future RecommendationsFuture Recommendations

Infrastructural Infrastructural ImprovementsImprovements DrainageDrainage Garbage BinsGarbage Bins FansFans Cooler ShedCooler Shed Adequate ShelterAdequate Shelter Permanent Vendor Permanent Vendor

BoothsBooths

Future RecommendationsFuture Recommendations Adequate Adequate

AdvertisementAdvertisement Brochure & Tourist Brochure & Tourist

Guide InsertGuide Insert SignageSignage Overhead Map of Overhead Map of

Market Market Use this project as Use this project as

a tool to assess a tool to assess other St. Lucian other St. Lucian marketsmarkets

Continue Continue PartnershipsPartnerships

Thank YouThank You Ministry of AgricultureMinistry of Agriculture

Mrs. Joan John-NorvilleMrs. Joan John-Norville Mr. Vincent la CorbiniereMr. Vincent la Corbiniere Mr. Kinsley EmmanuelMr. Kinsley Emmanuel

Castries MarketCastries Market Mr. Timothy Soomers, Mr. Timothy Soomers,

Market ManagerMarket Manager

Castries City CouncilCastries City Council Mr. Vaughn Louis-FernandMr. Vaughn Louis-Fernand

Operations ManagerOperations Manager

ContactContact

Charles KerchnerCharles Kerchner

University of VermontUniversity of Vermont

Center for Rural StudiesCenter for Rural Studies

207 Morrill Hall207 Morrill Hall

Burlington, VTBurlington, VT

0540505405

Telephone: 802-656-0257Telephone: 802-656-0257

Charles.Kerchner@uvm.eduCharles.Kerchner@uvm.edu