Case Study: Hornsby Twilight Market
Overview
Organic Food Markets collaborated with Hornsby After Dark to establish the Hornsby Twilight Market, an initiative to engage the community and activate the local night time economy.
The NTIA spoke to the director of Organic Food Markets, Amanda Choularton, to learn how the market was established, its operations, and the benefits it brings to neighbouring businesses, providing a model for similar night market initiatives in other areas.
How It Worked: A New Market in One Month
Organic Food Markets was approached by Hornsby After Dark to establish a Twilight Market in Hornsby Mall, leveraging their experience from the weekly farmers market already held there.
From the initial conversation with district coordinator Claire Rampling to the first event, the entire setup process was completed in just one month. Establishing a new market typically takes three months from land owner approval to the first market day, however, the Organic Food Markets team was able to accelerate this timeline by leveraging their existing relationships with relevant stakeholders. Due to this experience working together, they were able to draw on some of the Council’s pre-existing resources such as programmable lighting to foster a vibrant atmosphere.
Getting the word out there about a new market is another reason why a three month minimum timeline is recommended for planning. Promotion for the Hornsby Twilight Market benefitted from being part of a series of events promoted by Hornsby After Dark, the flyers, social media posts, and local newspaper advertisements associated with the Hornsby After Dark series supplemented Organic Food Markets’ own organic and paid social media efforts.
Now, the Hornsby Twilight Market runs on the second Saturday of each month, with hours adjusted throughout the seasons. This winter, the markets are running from 4pm-8pm.
Free entry opens up the event to the entire community. The market features a diverse range of stalls, including hot food, desserts, take-home items like Biltong, non-alcoholic drinks, jewelry, candles, wellness products, and tooth gems. Entertainment and activities are also on offer, including live music and face painting.
Benefits of the Night Market to Neighboring Businesses
The Hornsby Twilight Market significantly enhances the evening atmosphere of Hornsby Mall, fostering a warm, welcoming environment for families and visitors. This transformation has several key benefits for local businesses:
- Increased Foot Traffic: The market draws visitors to Hornsby Mall, providing an opportunity for them to visit local restaurants and pubs after browsing the stalls.
- Extended Shopping Hours: Shoppers at Westfield are encouraged to stay in the Mall until and after the shops close, extending the shopping and dining period into the evening.
- Enhanced Community Engagement: The market provides a safe, communal space where locals could gather, fostering a stronger sense of community and loyalty to the area.
- Encouraging Local Participation: Members of the local business chamber receive a 10% discount on stall fees, supporting local entrepreneurs.
The Hornsby Twilight Market provides a useful case study for how well-coordinated community events can support the night time economy through activating public spaces after dark. By bringing warmth, activity, and commercial opportunities for local businesses to Hornsby Mall, this initiative not only benefits the market vendors but also the surrounding businesses and broader community. This initiative serves as a valuable model for other areas looking to enhance the diversity of activities available for the community at night, while opening additional commercial opportunities for local businesses.
If you’re interested in working with Organic Food Markets to operate markets in your area, reach out to comms@ntia.org.au and we can connect you with the team.
