CIVIC chiefs are preparing to rebrand the "thriving" Winchester street market.

The contract for managing the market has expired and the city council is tendering a new contract. It is currently run by Southern Market Traders Management Ltd.

The market has been based on the High Street since 2011 and was previously on Middle Brook Street. It has a maximum of 65 stalls on Sundays and 45 on Thursday to Saturday. The Sunday market alternates with the farmers' market.

The council is looking to improve signage, introduce new branding and gazeboes. They are also looking at holding the market in the early evening and to have themed markets.

Cllr Lucille Thompson said the council wanted to potentially increase the number of stalls and encourage young entrepreneurs such as art students, capitalising on the local creative sector.

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When the market moved to the High Street there was opposition from the shops who feared it would harm their trade. In fact, the market has increased footfall to the benefit of all, the town forum heard.

The market is doing so well it is likely to make a surplus of £133,000, up from the budgeted £81,000.

Ian Tait, former councillor, told the meeting: "I have been a strong and vocal supporter of the market since it moved from its old location on Middle Brook Street in 2011. Initially, many residents and councillors raised concerns about competition with the shops but it became very apparent the market significantly improved their trading conditions.

"The truth is the number of businesses come to the High Street since the market relocated here. The Flat Whites van predates Pret A Manger and Starbucks.

"Winchester has a very low shop vacancy rate. Many major retail and hospitality chains are keen to come to Winchester. With the empty units there is invariably a story behind why they are not occupied."

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Cllr Thompson said the council was looking at moving stalls back up the High Street towards The Ivy once the Debenhams store is re-let and the space outside no longer available. She said the extra stalls were likely at Christmas.

Mr Tait said: "The farmers' market has deteriorated as opposed to the High Street which has thrived."

Cllr Thompson said: "I have met the farmers market and agree it is a shadow of its former self. I know officers are trying to encourage more stall holders. I know they have gone through a difficult time. We would love to have a vibrant farmers' market. It was the number one destination for many years. When we first moved here 18-19 years ago it was outstanding."

Cllr Kathleen Becker said: "The street market is complementary to the High Street shops not competitors. It brings in people to shop at the market."

Cllr Chris Edwards said: "There is great potential to improve the market. But at the heart of the market, the reason it is there is to get a bargain. It is cheaper than in the shops. That is the history of the market. At a time of the cost of living crisis we mustn't lose sight of the fact that for many people it is important that the market is offering something people can afford."

Town forum chairman Mark Reach said there is an excellent butcher and fruit and veg, "often considerably cheaper than Sainsbury's next door".