The short version
- Underbelly, a global events firm, has taken over operations of Liverpool's Christmas market at St George's Hall after winning the city council tender.
- Vendor rental costs have risen from approximately £6,780 to nearly £14,000, with additional charges for utilities and waste management included in the new contracts.
- Long-time traders report being priced out of the market, raising concerns about the sustainability of small independent businesses at major festive events.
The annual Christmas market at Liverpool's St George's Hall is undergoing a significant shift in its commercial structure this year, with long-standing vendors reporting that they can no longer afford to participate. Alex Healy, a silversmith who has operated a stall at the event since 2021, announced that she will not be returning for the upcoming winter season. Her decision highlights a broader trend among independent traders who feel excluded by steep increases in rental fees and operational costs under new management.
The change stems from Liverpool City Council awarding the tender to run the market at St George's Hall to Underbelly, a global events company that already manages festive attractions in central London. This marks a departure from previous years when the event was operated by a smaller, local entity. Healy noted that the transition has resulted in a dramatic increase in expenses, with the cost of renting a chalet for the six-week market period rising from £6,780 last year to just under £14,000 this year.
Beyond the base rental fee, the new contract terms require traders to cover additional charges that were previously included or handled differently. These extra costs include payments for water, grey waste disposal, chiller and storage space, and energy supply. For small business owners like Healy, whose enterprise Pare de Bijoux relies heavily on seasonal income, these cumulative expenses present a formidable barrier to entry. She indicated that the market typically accounts for 80% of her Christmas trading revenue, making the financial strain particularly acute.
Healy expressed frustration with the council's approach, stating that traders felt overlooked in the decision-making process. She described the previous atmosphere at the market as fostering a sense of community and family among vendors, a dynamic she fears is being eroded by the new commercial model. The sentiment among some traders is that they are being systematically priced out of an event that has been a staple of Liverpool's festive calendar for a decade.
Liverpool City Council defended the decision, emphasizing that the operators at St George's Hall and Pier Head now manage their trader arrangements independently. A spokesperson stated that the markets continue to offer a cost-effective way for traders to showcase products and noted that the city's Christmas Markets attract more than 500,000 visitors annually, delivering a significant economic boost. The council also highlighted that Liverpool Markets will organize separate festive pop-up events in other locations across the city, designed specifically to support local and independent businesses.
Underbelly has promoted its new vision for the site, which includes introducing an outdoor ice-skating experience called 'Skate St George's' at the landmark location. Ed Bartlam, co-founder of Underbelly, stated that the company looks forward to working with the local community to create a new seasonal highlight that complements Liverpool's festive calendar. However, the company did not respond to requests for specific comments addressing the concerns raised by vendors regarding the sharp rise in costs.
The situation underscores the tension between municipal goals of maximizing visitor attraction and economic impact, and the viability of small-scale independent traders. While the council points to the overall success of the markets in drawing crowds, individual business owners face a recalibration of their financial models. Healy's reluctance to raise her prices significantly to cover the increased overheads suggests that many vendors may struggle to maintain profitability under the new regime.
As the festive season approaches, the impact of these changes will become evident in the composition of traders at St George's Hall. The shift from local to global management represents a broader trend in urban event planning, where large-scale entertainment features often take precedence over traditional market stalls. For vendors like Healy, who had planned their return to work around this key date, the exclusion from the market poses a serious threat to business survival.
The council's strategy of offering alternative pop-up markets elsewhere in the city aims to mitigate the displacement of local traders. However, it remains unclear whether these alternative venues can replicate the footfall and revenue potential of the central St George's Hall location. The outcome of this transition will likely influence how other cities approach the management of public festive events and the balance between commercial scale and community inclusion.
With Underbelly set to launch its new offerings, the focus now turns to whether the enhanced attractions can justify the higher costs for vendors in terms of increased sales volume. Until then, independent traders face uncertainty about their place in Liverpool's evolving festive landscape. The experience of Healy and others serves as a cautionary tale for small businesses dependent on seasonal public events that are increasingly subject to large-scale commercial contracts.
Sources behind this briefing
Go to the original reporting
- BBC Business↗Jeweller 'priced out' of Christmas market stall this year
