Allen-Pike Immigrant Way Market Planning & Design 亞倫﹣派克 華埠市場規劃與設計 Cornell Team: Zijie Ma, Zhiyin Pan, Meicheng Wang, Shuning Wang, Yi Wang | AAPNYC Urban Planning Workshop (CRP5172, Fall 2015) 康納爾團隊：馬子介、潘芷茵、王美程、王沭寧、王逸 | AAP 學院紐約項目 城市規劃專題課程（CRP5172, 2015 秋季學期 )
TABLE OF CONTENTS 目錄
Introduction
項目簡介 ............................................... 4
Executive Summary
執行摘要 ............................................... 5
1 Site Introduction
1 場地簡介 .................................. 7
2 Neighborhood Analysis
2 鄰域分析 ................................ 10
3 Case Study
3 案例分析 ................................ 22
4 Focus Area Analysis
4 核心場地分析 ..................... 37
5 Design Proposal
5 設計提案 ................................ 43
6 Marketing Strategy
6 市場營銷策略 ..................... 79
Prospect
前景展望 ............................................. 88
Reference
參考文獻 ............................................. 90
Appendix
附錄 ........................................................ 93 Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
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This report and an associated presentation are the results of a Cornell University sponsored, New York City based, Urban Planning Workshop (CRP 5172). It was first introduced into the curriculum in the fall of 2010 and was developed by Robert W. Balder, the Executive Director of the College of Architecture, Art and Planning (AAP) in NYC. It is conducted annually each fall semester and fulfills the workshop degree requirement within the Department of City and Regional Planning, specifically for degree candidates enrolled in the Master of Regional Planning (MRP) program. Each annual workshop lasts for one semester and is conducted in partnership, and for the direct benefit of governmental agencies and/or civic organizations based in NYC. The participating graduate students receive only academic credits for their work. There is no compensation of any type made to or by the participating governmental and/or civic organizations. The students conduct themselves as if they were retained as professional planning consultants and carryout the workshop through the use of an agreed scope of work. The results and all associated deliverables are shared with their clients (governmental and/or civic
organizations). The research, findings, and any recommendations from the workshop are not in any way endorsed by Cornell University, and strictly those of the student team defined within this report.
Scope: Cornell Workshop course (NYC Urban Planning Workshop, CRP 5172, Fall 2015) is part of the AAPNYC Program and MRP Core Requirements. This Workshop project completes an analysis and conceptual design of the Immigrant Way as a multi-purpose public space integrating food market, retail, and recreational activities.
Student Team Zijie Ma, MLA Zhiyin Pan, MRP Meicheng Wang, MRP Shuning Wang, MRS Yi Wang, MLA
Cornell University Instructor Robert W. Balder, Cornell AAPNYC Executive Director
Client & Partnership Asian Americans for Equality Chinatown BID Lower East Side BID
Consultant WXY Architecture + Urban Design
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INTRODUCTION 項目簡介
Among the fifteen medians along Allen-Pike Street that run north to south from East Houston to Water Street, only six have been enhanced. The remaining blocks, especially between East Broadway and Canal, are in a dilapidated state. As a result, Allen Street and Pike Street lack economic vitalization compared to other main streets in Chinatown. Asian Americans for Equality (AAFE) is a non-profit organization dedicated to enriching the lives of Asian Americans. Founded in 1974, AAFE has transformed in the past four decades to become one of New York’s preeminent housing, social service and community development organizations. In 2015, AAFE has partnered with Chinatown BID and Lower East Site BID, planning to activate Allen and Pike Street by developing programs that will stimulate local entrepreneurship and benefit the Chinatown and Lower East Side community. In particular, AAFE has envisioned a multi-purpose public space along the medians (the “Immigrant Way”) that incubate local small business and better serve the communities and the city. With this opportunity, AAFE has invited the Cornell AAPNYC Graduate Student Workshop Team (“the Team”) to conduct a comprehensive study of Allen and Pike Streets to plan for a creating a multi-purpose public space. The Team has been aiming to resonate the theme of the “Immigrant Way” to enhance commercial, cultural, artistic and educational functions. This report submitted to AAFE presents the Team's planning and design strategies for the potential development.
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EXECUTIVE SUMMARY 執行摘要
This report consists of an brief introduction of the site, two analytical chapters that evaluate the site at different scales, a series of case study that builds up a toolkit for the proposal, followed by two chapters describing design proposal and market strategies in detail. Study area The contextual study area extends from Broadway to Pitt Street, from East Houston Street to Worth Street, Catherine Street and FDR Drive. The focus study area includes fifteen medians on Allen and Pike Streets from FDR drive to East Houston Street. The highlighted unimproved medians from Henry Street to Grand Street requires in-depth study of their adjacent blocks. Contents of work In 2015 Fall semester, the Team examined the study area by conducting site documentation and data analysis first , and meanwhile finding global precedents to inform further proposal (September 3rd - October 15th). By the end of October, the Team delivered analysis of land use, transportation and job trend in the study area, along with two domestic and three international precedents of market development. This final deliverable lands on a strategic plan that includes design proposal and market strategies, which is presented at AAFE office on December 21st, 2015.
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Findings of analysis The Immigrant Way is designed to be a multi-purpose open space integrating food market, retail, art and recreational activities. The arrangement of vendors takes consideration of balance of business types, stall size and circulation of pedestrians. Largely as a market, the median condition will be improved first based on the site condition survey. Problems like uneven paving, poor drainage, and broken signs need to be fixed before launching vendors. Necessary amenities such as lighting, seating will be provided after the reconstruction. Located in Chinatown, the market will incorporate authentic Chinese elements throughout the stall and amenity design, as well as the seasonal Chinese cultural events. The plan will be implemented in 3 phases and will adjust itself to satisfy the needs of visitors and local communities. Design principals and market strategies Through a series of site visits, site documentation and systematic analysis conducted by the Team from September to November, this report incorporates the following findings targeting the studied neighborhood and site. The shrinking public parking capacity on and near the site requires more emphasize of public transportation that the consumers will heavily depend on. Nearby galleries, museums and religious institutions to the west of the site have the potential to serve as the catalyst to attract more tourists coming to the AllenPike Street Market, which also informs the way-finding proposal. Development on the medians should coordinate with the demand for road capacity, with great consideration of long-term maintenance and cooperative management. Besides spacial design, marketing is one of the most decisive factors for the market’s long-term success. Effective and systematic marketing strategies combining social media campaign and special event could not only add to the content and attraction of the AllenPike Street Market, but strengthen the unique identity and expand the influence of the market as an upcoming destination. This report presents a series of marketing strategies incorporating special festive and cultural elements from the local Chinatown community. The marketing mechanism informs spatial design proposal in the aspect of way-finding system and lighting design, which in return creates and strengthens the sense of place and authenticity of the Allen-Pike Street Market.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Site Introduction 場地簡介
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Location
The contextual study area mainly includes Chinatown, Lower East Side and Little Italy. Comparing to the surrounding dense neighborhoods such as SOHO, Tribeca and East Village, Chinatown has an even higher density, relatively low income level and a higher average age of its population. Allen Street and Pike Street locate on the east edge of Chinatown, whose street life is not as vibrant as the heart of the well-known Manhattan Chinatown.
場地區位
Access to Allen and Pike Street from other neighborhoods in Downtown is adequate but challenging in regard to navigation, especially from Civic Center and the waterfront. In this area, the Essex Crossing Development is the major largescale ongoing project along Delancey Street near Allen Street.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Focus Study Area 核心場地分析
DEP Building
From FDR Drive to Eeast Houston St., there are 15 medians in total, of which 5 have already been improved and are in good condition. The Team has determined 6 continuous medians between Madison St. and Houston St. that are in a relatively dilapidated state in the focus study area. The analytical study of this project includes field documentation and GIS data analysis for medians, roads, sidewalks and building conditions.
Primary School
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Neighborhood Analysis 鄰域分析
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Historic Street Grid - from 1807 to present 歷史街道地圖 ﹣ 從 1807 至今
In 1878, the Second Avenue El elevated railway was constructed over Allen Street. It first occupied the current southbound roadway from Houston Street to Division Street, and then extended to the entire street. This elevated infrastructure blocked out most of the light from the historic street. In the early 1930s, Allen Street was widened by demolishing buildings on the east side of the street. The Second Avenue El was demolished in 1942, leaving the site with spacious medians and uneven building facades on the east side of Allen Street. The following modernist urban development in 1950s created superblocks and high-rise public housing in the neighborhood, weakening micro-circulation in this area with complicated street grid.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
BIDs Blocks: Chinatown BID & Lower East Side BID 華埠商業改進區及下東區商業改進區範圍
Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
Medians on the study area, especially the part between Grand Street and Canal Street, locate exactly in between Chinatown BID and Lower East Side BID. Cooperation between these two BIDs is critical to long-term success of the market development and management.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Current Zoning
Current zoning of the site consists of commercial zones with various density (C4-C8). The medians in the study area are not zoned as park.
現狀區劃示意圖
This is a noticeable problem for Allen-Pike Street because the widened gap between buildings are not provided with special treatment.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Land Use Analysis ﹣ Open Space, Parking & Mixed Use 土地利用分析 ﹣ 開敞空間、公共停車場、商住混合用地
The focus area is on the east edge of Chinatown, lacking commercial use and public parking site. Major visitors' flow comes from the western side of Chinatown. Medians on Allen-Pike Street are surrounded by commercial and residential mixed use lots. With the amenities of Seward Park and Sara D. Roosevelt Park, business development along Allen-Pike Street medians will likely to dramatically enhance neighborhood vitality of its adjacent blocks.
94
80
45
Open Space
Public Parking
Commercial Use
Residential & Mixed Use
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Cultural Insitutions & Landmarks 文化機構及地標建築
Allen-Pike Street is not a hub of cultural institutions and landmarks, but has been witnessing establishment of galleries and museum in its surrounding neighborhood. Some historic synagogues has been converted to museums or Buddhist Temples, retaining their original aesthetics. Other nearby cultural institutions includes the Tenement Museum and the Abrons Art Center. In future development, these institutions and landmarks, along with the Allen-Pike Street market, should become an integral destination for visitors.
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Site Introduction Neighborhood Analysis
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Focus Area Analysis Design Proposal Marketing Strategy
Transportation - Subway 交通分析 ﹣ 地鐵線路分佈
Since public parking capacity is low and tend to be lower due to infill development, the market on medians will heavily rely on public transportation services. The proposed development area is served by multiple subway lines including D/B train, F train, Q/N train and M/J/Z train.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Transportation - Subway Station 10-min Walking Radius 交通分析 ﹣ 地鐵站 10 分鐘步行圈範圍
In 10-15 minutes walking distance, the proposed development area can be reached from Bowery Station (J/ Z), Grand St Station (B/D), Essex St Station (M/J/Z), Delancey St Station and East Broadway Station (F). Street grid surrounding the site is complicated and irregular. One of the design and marketing focus in future development is the wayfinding from these subway stations to the site.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Transportation - Bus Route 交通分析﹣ 公交路線分佈
Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
Comparing to subway lines, the proposed development site is more directly served by MTA buses. Route M15 and its select bus service (SBS) run through the entire Allen-Pike Street. Route M9 provide a unique access from Civic Center through Park Row. Route M22, 14A, 103 also provide linkages from surrounding neighborhood. Visitors from Brooklyn are provided with the B39 option.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Transportation Analysis - Pedestrian, Bike & Vehicle 交通分析 ﹣ 步行道、自行車道及機動車道
The junction of Allen-Pike Street is a main corridor for trucks, inter-city and inter-borough bus services. The entire AlllenPike Street also serves as a major bike corridor in downtown Manhattan. Sidewalks on Allen-Pike Street are rated as "fair" or "good to fair" conditions, which need improvement in future development. Any plan and design for the medians should take great consideration of coordinating diverse demand of road capacity.
Sidewalk Assessment
Bike Lanes
Truck Routes
Traffic Volume
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Job Market - Job Trend & Labor Structure 本地就業市場分析 - 就業形勢與勞動人口構成
Job market analysis targets on the people who both work and live in this neighborhood. Average 1.7% year increase in local job market in the last decade indicates sluggish economy recovery after 9/11. From year 2008, average 2.5% increase rate of local job market suggests a better recovery.
Total Jobs
Employment Trend by Earning
Overall monthly salary condition improves during the last decade in this neighborhood. The percentage of Lower income job (< $1,250/month) reduces from 41.01% to 26.66% while the higher income job (> $3,333/ month) rises from 27.72% to 46.68%. The White and Asian composes the majority of local population. Workers aging from 30-54 make up the mainstay in local job market. Also, the increasing average age of labor market indicates a lack of vitality in local working-and-living cohort.
Job Percentage by Workers' Races
Employment Trend by Workers' Age
Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
Data Source: U.S. Census Bureau, OnTheMap Application and LEHD Origin-Destination Employment Statistics (Beginning of Quarter Employment, 2nd Quarter of 2002-2013)
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Job Market - Job Percentage by Industrial Sector 本地就業市場分析─分部門就業形勢變化圖
The changing market is oriented by the local economy industry structure. Comparing year 2003 and year 2013, accommodation and food services increasing 8.1% per year ranks first, which indicates the future layout of local industrial structure. With continuous depression in manufacturing sector, the growth in technical, financial and educational services manifested and indicates the industrial structure shifting to the services sector.
Data Source: U.S. Census Bureau, OnTheMap Application and LEHD Origin-Destination Employment Statistics (Beginning of Quarter Employment, 2nd Quarter of 2002-2013)
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Site Introduction Neighborhood Analysis
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Case Study 案例分析
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Site Introduction Neighborhood Analysis
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A Global Perspective
In order to further study the feasibility and best cases of night market development, the Team has focused on five cases of night market around the world, including 626 Night Market and Night Market Philadelphia in the U.S., La Boqueria in Barcelona, Sunday Night Market in Chiang Mai, and Shilin Night Market in Taiwan.
市場全球分佈概覽
These five night markets vary in terms of operation, management, physical design, business types, and so on, while they are all successful examples in their own ways that could inform and inspire the AllenPike Street Market planning and design.
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Site Introduction Neighborhood Analysis
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Urban Locations
Shilin Night Market is located in Shilin District of Taipei, Taiwan, and is often considered the biggest and most famous night market in the city. The Shilin district which is located near to the Keelung River, has been home to a market since at least 1909. In the early period traders sold their agricultural produce from the farm in this area which is near a former wharf before loading their boats and shipped their goods to other ports via Keelung River. The original Shilin Market building was demolished in 2002 and in 2012 the new Shilin Market building opened and now houses the main food hall.
各市場位置示意圖
In Thailand, the concept of pedestrian street was introduced in Bangkok for the first time in 2002, and it expanded to other cities in Thailand. Rachadamnoen Street is the very first and the largest pedestrian street in Thailand after Chiang Mai Municipality turned it into a pedestrian street in 2002.
La Boqueria, Barcelona
La Boqueria market is probably Barcelona's best-known market, ideally situated on La Ramblas. This market is a must for locals and tourists in Barcelona and along La Ramblas. The first mention of the Boqueria market in Barcelona dates from 1217, when tables were installed near the old city gate to sell meat. It was not until 1826 that the market was legally recognized, and a convention held in 1835 decided to build an official structure. The inauguration of the structure finally took place in 1853. The food sold ranges from ready-made fresh fruit salads for the tired tourist, to literally fresh out of the sea still moving crabs and lobsters.
Sunday Market, Chiang Mai
N
Allen-Pike Immigrant Way, NYC 500 ft
626 Market, California
Shilin Market, Taipei
Night Market Philadelphia is the city’s premier street food festival, a roving food event featuring Philadelphia’s best ethnic and regional restaurants and food trucks. The Food Trust organizes and manages the night market since the first time in East Passyunk in 2010, and has continued to host four Night Markets per year (May to October) working with local community partners. 626 Night Market, the original and largest Asian-themed night market in the United States, features hundreds of food, merchandise, crafts, arts, games, music, and entertainment attractions in one jam-packed weekend of festivities that appeals to all ages. The 626 Night Market aims to unite and empower the community by serving as a platform for showcasing local entrepreneurs, businesses, artists, and talent.
500 ft Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Spatial Characteristics
The precedents studied here with a relatively short history are open-air markets, with different spatial layouts of either planar or linear shape based on the nature of the sites that they are located in. For linear open-air markets, there is no specific parking area, and on-street parking is usually relied on. Those with a long history are located within market buildings, and thus have concentrated planar spatial layout.
市場空間分佈特徵圖
Shape to Scale Spatial Features Area of Operation 626 Night Market
- Open-air - Planar
Santa Anita Park (2015), Arcadia, CA, U.S.
Sunday Night Market
Number of Vendors
Parking
- 0.7 acre (2009, first time) - 4.6 acre over several blocks (2012) - 10.9 acre, Santa Anita Park (2015)
- 207 vendor stalls, including： - enormous open-air parking - 126 bar/restaurant - 8 food trucks
Chiang Mai District, Chiang Mai, Tailand
- Open-air - Linear
- 0.6 mile along Rachadamnoen Rd
- about 500-800 vendors of various types
- no specific parking
Shilin Night Market
- Covered - Planar
- 1.3 acre
- 226 (grocery) vendors on the groud - 94 (bar/market) vendors underground
- two-floor underground parking
La Boqueria
- Covered - Planar
- 1.5 acre
- 261 market stalls, including: - 14 bar/resturant/ready meals
- no specific parking
- Open-air? - Linear?
- 0.26 mile along Allen-Pike St - plus 0.3 acre planar area potentially
Shilin District, Taipei, China
Les Ramblas, Barcelona, Spain
Allen Immigrant Way Chinatown, New York, NY, U.S.
500 ft
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In 2015, 626 Night Market was a planar open-air market concentrated in an open space in Santa Anita Park with an operation area of 85,300 square feet. Because of its location, 626 Night Market was equipped with enormous open-air parking space. The location for Night Market Philadelphia is flexible, and it varies each year, depending on the cooperation with different community partners and local government agencies such as Department of Transportation. Usually Night Market Philadelphia targets its location on major commercial corridors to highlight and promote the economic vitality of local communities. It is thus also open-air but has an linear spatial feature, lining along major streets. The spatial feature of Sunday Night Market of Chiang Mai is similar to that of Night Market Philadelphia. It has an open-air linear spatial layout along Rachadamnoen Road,which is of great social and economic importance in local community with the length of almost one mile. For Shilin Night Market and La Boqueria, they have a relatively longer history, and are anchored by market buildings with the operation area of approximately 57,000 square feet and 66,000 square feet respectively. The building for Shilin Night Market was redesigned during the reconstruction between 2002 to 2012, so it owns two floors’ underground parking to cater to large flows of local customers and especially tourists. While the historical market building of La Boqueria was not designed to cater to the automobile era, it has not included specific parking space since the construction started in 1853.
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Time of Operation 市場開放週期總匯
Jan.
Night Market Philadelphia
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sept.
Oct.
Nov.
Every year, 1 day in each month, 6pm-10pm
various locations, Philadelphia, PA, U.S.
626 Night Market
Triannual, 3 days in each month, 4pm -1am
Santa Anita Park (2015), Arcadia, CA, U.S.
Sunday Night Market
Every Sunday 4pm-12am
Chiang Mai District, Chiang Mai, Tailand
Shilin Night Market
Daytime: 6am-2pm except for Mondays; Nightime: 2pm-2am Monday-Thursday, 12pm -2am Friday-Sunday
Shilin District, Taipei, China
La Boqueria
Monday-Saturday: 8am-8:30pm
Les Ramblas, Barcelona, Spain
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Different markets have various times of operation, but most of the night markets are open for several times in a year based on different climate conditions and local festivals, especially for open-air markets. For example, The Food Trust, the organization for Night Market Philadelphia would make sure the street closes at 2pm to 3pm (signs for no-parking would be put up at least 24 hours in advance), so that it gives time for building up stages, setting up tables and chairs, getting vendors and sponsors in place and health inspections completed before the event starts at 6pm. For Shilin Night Market and La Boqueria which are anchored within buildings, they have the longest operation time, usually throughout the year, but the specific time for daytime and night-time sections also varies.
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Vendor Type 攤位種類比較圖
Food
Service/Entertainment
Nonfood
Night Market Philadelphia
Most open-air markets studied here mainly feature food, beverage and handicraft products with local characteristics. While the two covered markets of Shilin Night Market and La Boqueria also provide fresh grocery and mainly concentrate on food supply. Sunday Night Market is flexible, featuring various business types with unique local characteristics, including food, handicraft products, street entertainment and other services such as massage.
626 Night Market
Sunday Night Market
For the two stationary markets of Shilin and La Boqueria, in addition to unique local food and beverage, they also features fresh grocery that caters to both locals and tourists.
Shilin Night Market
La Boqueria Tent
Food Truck
Food
Indoor Street Stall Restaurant Cafe Market
Beverage Produce
Seafood
Clothes
Handicraft Products
Herb Remedy Accesory
Sponsor
Photo Booth
Entertain- Massage ment
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Meat
The most important factor for the success of a market is varying vendor types, and featuring food and nonfood products that are of unique local characteristics or cultural contexts. This is illustrated as the most effective attraction for consumers.
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Site Introduction Neighborhood Analysis
Vendor Type
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
攤位種類比較圖 Food
Nonfood
Service/Entertainment
Night Market Philadelphia
The Food Trust also allows other business types depending on the nature of their sponsors such as MetroPCS. They would also separate tented vendors and food trucks spatially for easier management. 626 Night Market has 207 vendor stalls including 126 bars and restaurants, and 8 food trucks.
626 Night Market
Sunday Night Market
Shilin Night Market
La Boqueria
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Vendor Layout Example: La Boqueria 攤位分佈範例圖：波蓋利亞市場
La Boqueria has the most structured and organized layout for different types of vendors. Seafood vendors mainly concentrate in the middle area of the market, which are indicated by blue on the map. Fruit and vegetable vendors mainly concentrate on the right half of the floor, which are indicated by green. Other types of vendors scatter in the rest of the space. This kind of spatial layout is beneficial for management and maintenance of vendors and of the market.
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Site Introduction Neighborhood Analysis
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Vendor Layout Example: 626 Night Market 攤位分佈範例圖：626 夜市
For the two U.S. based precedents, 626 Night Market and Night Market Philadelphia mainly consist of both mobile and stationary vendors of different sizes. Night Market Philadelphia for example have “mobile vendors” -- food trucks with various sizes, carts as well as trailers. In addition, it includes nearby restaurants, caterers and “permanent special event vendors” that are under a tented operation. It features a committee that specially works on vendors and spacing, and it would determine spaces available on the site based on the selection of vendors and related adjustment of the number of them. The Food Trust would try to avoid vendors on both sides of streets by letting vendors stay in the middle or one side of the street and keep the sidewalks clear. The other side of the street are designed for seating and activities.
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Site Introduction Neighborhood Analysis
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Management Structure 市場運營管理架構
Government
Business Association
Marketing Strategy
市場營銷策略
Community
Online
Offline
Night Market Philadelphia
Night Market Philadelphia
626 Night Market
626 Night Market
Sunday Night Market
Sunday Night Market
Shilin Night Market
Shilin Night Market
La Boqueria
La Boqueria
Government
NGO
Community
Business Associatio
Website Video Social Media Events Performance
The Food Trust manages tent rental, and water and electricity supply of the night market. Vendors can rent tents through The Food Trust which it arranges with a rental company, or vendors are also welcome to bring their own. The Food Trust has its own electricity generator, and it also requires temporary vendors to have free flowing taps and buckets for waste water catchment. In terms of breakdown and cleanup of the market, the rental company is responsible for breaking down and removing all tents. More than 100 volunteers would collect and move all trash to the intersections for trash collection and street sweepers to clean up. The Night Market ends at 10pm and the closed streets could usually be opened back up by 11:30pm.
The Food Trust, the organization for Night Market Philadelphia for instance, mainly cooperates with Management Director Office of City of Philadelphia. The Food Trust firstly applied to the Office for festivals and special events,and the plan evolved into night market. The Food Trust cooperates with community partners and local BIDs to negotiate with the Transportation Department about temporary street closing. The Food Trust has a list of more than 200 vendors that they cooperates with frequently. The Food Trust has a special committee for vendor management, and it also has an approval process for final vendor selection based on vendor quality and maximizing diversity of food types in terms of the certain portions. The committee would also arrange vendors selling different kinds of food together spatially to ensure diversity. Night Market Philadelphia relies on sponsorship (such as MetroPCS and local restaurants) and fees from vendors. The Food Trust charges $250 per vendor for the night market for funding. Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
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Market Example: La Boqueria
Shilin Night Market and La Boqueria have more comprehensive and active event marketing strategies in addition to social media marketing.
市場營銷範例 : 波蓋利亞市場
Supported by local tourism department and business associations such as Taiwan Shilin Sightseeing and Development Association, Shilin Night Market features food festivals and promotional events in other regions and countries.
Categorizing Vendors
Highlighting Featured Restaurants/ Chefs
La Boqueria has an event calendar on its website selling participatory events such as “food schools” where people could learn to cook different dishes.
Organizing Food School for Tourists
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Market Example: 626 Night Market
626 Night Market and Night Market Philadelphia which are based in the U.S. feature on-site performances in cooperation with local communities. 626 Night market in particular is very active in utilizing social media as the marketing strategy to expand popularity and influence especially among local young people.
市場營銷範例 : 626 夜市
Music Festival
626 Night Market also has onsite DJ, music festivals and art walks supported by local artists, in addition to different types of contests that serve both as community engagement and marketing strategies.
On-site Performance
Unique Cultural Event
Event Marketing
Social Media Marketing
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Visual Impact
The most important factor for the success of a market is to strategize active and various online promotion including website and social media development.
視覺效果圖
Another decisive factor is to develop various participatory offline events, activities and promotions to expand the influence and participatory value of the market especially to tourists.
626 Music Performance
Shilin Market
Shilin Market Main Entrance
626 Night Market
La Boqueria Main Entrance
626 Market Super Boba Tea Marketing
Chiang Mai Sunday Market
Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
This element weighs heavily in the success of La Boqueria and 626 Night Market, which feature a series of events, participatory courses, cultural contests, eating contests and so on respectively.
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Time Distribution of Existing NYC Food/Night Markets 紐約市場 / 夜市年曆 Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sept.
Oct.
Nov.
Garment District Market 09/21-10/24
Queens International Night Market Sat., May
Penn Plates Market 09/08-11/03
Dec.
Columbus Circle Holiday Market 12/01-12/24 Union Square Holiday Market
Coney Smorgasburg
11/19 -12/24 Broadway Bites 10/05-11/03
Fri.-Sun., 05/22-05/30
Jamaica Winter Craft Market 12/05 -12/19
Madison Square Eats through 05/28
Times Square Greenmarket Thu.10/16-11/06 Bryant Park BOA Winter Village
Bryant Park BOA Winter Village 10/30-Feb.
10/30-Feb.
Hester Street Fair Weather Limit +Tents/House
Sat., 04/25-10/31
Regular + Open-Air
Smorgasburg Sat. & Sun., early Apr. -11/30
Learning from the precedents studied, the proposed market could operate for multiple periods of time throughout the year, and the specific length of time could vary from several days to weeks per time.
Holiday Theme + Tents/House
When the time distribution of existing food/night markets in New York City in particular is studied, it could be concluded that most markets operate on a seasonal basis. The prime time for markets especially open-air ones starts to begin from late March, and continues until around mid-November before the weather becomes challenging for open-air market operation. During the winter, NYC markets mainly feature holiday elements such as Christmas to attract consumers.
Grand Central Market Mon.-Sun., year round Union Square Greenmarket Mon. Wed. Fri. Sat., year round
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Takeaways ĺ°?çľ? History
Time of Operation
- Utilize unique historical & cultural features.
- Operate several times a year (several days to weeks each time). - Utilize special festivals/events/climate conditions.
Vendor Type
- Incorporate mixed vendor types (e.g. food + handicraft products). - Unique local characteristics/services make the market successful.
Management Structure
- Cooperate closely with local government/authorities. - Introduce strong business association/organization to manage vendors. - Engage local communities.
Marketing Strategy
In terms of the element of history, it could be concluded that it takes time to cultivate a successful market, so during the development of the market, unique historical and cultural features of our targeted site and the Chinatown area should be utilized. Besides, considering the nature of early markets, it is also beneficial to look into opportunities to cooperate with existing wholesale businesses, attracting them to participate in retail on the proposed market. It is beneficial for markets to have mixed vendor types, including food and nonfood goods such as handicraft products. In addition, it could be concluded that the successful factor for markets is to include unique local characteristics in goods and services provided. Besides, it would add to the popularity of the market by inviting nearby or famous restaurants and cafes for special promotions.
- Emphasize marketing as one of the essential factors for long-term success. - Develop strong online promotions (website, social media, etc.). - Combine various offline events, activities and promotions.
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Focus Area Analysis 核心場地分析
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Year Altered
Number of Floors
建築建設年份
樓層數目分析
Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
From the Year Altered graph, more than half buildings stands over a hundred year. New development and renovation buildings are mostly intended for gallery space, hotels and condominium.
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Building Condition
Building Construction
建築狀況分析
建築可燃性分析
Building condition and construction are based on site survey. Only a few newly renovated buildings are non-combustible and in good condition, which arouse great safety concern in this focus area. Few percentage of facades are in good condition, which also requires efforts on renovation and protection.
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Bus & Subway Line
City Bus Pick-up
城市公共交通分析
遠途汽車上落客點
For the focal area, MTA bus lines (M15, M15SBS and M9) are more accessible than subway lines. M15 and M15SBS bring flow from far up Manhattan via Lower East Side to Lower Manhattan while M9 serve local transportation within Lower East Side. 13 Allen Street, 139 Canal Street, 133 East Broadway, 88 East Broadway show the highest number of arrivals and departures of city buses. Inter-city buses mainly serve as an affordable alternative of long-distance transportation. It has gained popularity among restaurant workers, immigrants and students, who are largely residents outside the Manhattan Chinatown. These companies cause congestions along curbside and safety concern.
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Loading Condition (9 AM) 9AM- 貨車裝載狀況分析
Loading Condition (6 PM) 6PM- 貨車裝載狀況分析
Loading problems concentrate on Allen-Pike Street. The problem is most obvious from early morning to noon. Wholesale, warehouse and express delivery along Allen Street contribute to the heavy loading issue and traffic congestion. These problematic areas include grocery wholesale on the corner of Division Street and Allen Street, warehouses along Allen Street, and between Canal Street and Hester Street.
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Traffic Congestion (9 AM) 9AM- 交通擁堵狀況分析
Traffic Congestion (6 PM) 6PM- 交通擁堵狀況分析
The traffic congestion during morning and evening peak hours is moderate in focus area. Morning congestion happens in the direction from Manhattan Bridge to Chinatown neighborhood. The situation reverses during the evening peak hours. In the evening after 8 pm, the local traffic remains in good condition.
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Site Documentation 現場調研
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Existing Site Plan Hes
ter
Methodology
St.
Sidewalk
現狀平面圖
Safe Zone Bike Lane
Can
al S
t.
A
Buildings Traffic Lane
Division St.
C(a) C(b)
E Broadway
D Henry St.
Building evaluation looks at building heights and number of floors; time of construction; current conditions and structure.
Small Trees
The Team then mapped and drew these existing conditions to show all the measurements of the sections and 3D model of the focus area.
Street Light Pole Traffic Light & Sign
Site documentation also include a survey of vegetation, including tree and shrub conditions.
Large Trees
B
The Team first evaluated the existing building conditions within the focus area, recording the function and use of different buildings.
Street infrastructure survey includes conditions evaluation of streets, pavements, curbs, the drainage system and traffic signs. Street landscape furniture survey includes conditions of street light poles, benches, trash cans and planters.
E Madison St.
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Median A Plan A 地塊平面
Sidewalk
Hes
ter
St.
Safe Zone Bike Lane
Hes ter St.
Buildings Traffic Lane Large Trees Small Trees Street Light Pole Traffic Light & Sign
Can
al S
t.
N
Can
al S
t.
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Section A1-A1' A1-A1' 剖面
A1 A1‘
Canal St.
Canal St. 13
10
10
10
8
6
24
6
8
10
10
10
13
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A2-A2', Western Facade A2-A2' 西立面
A2'
A2
Hester St.
Canal St.
A2 - A2' Allen St.
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A3-A3', Eastern Facade A3-A3' 東立面
A3
A3'
Canal St.
Hester St.
A3 - A3' Allen St.
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Median B Plan B 地塊平面
Sidewalk
Can
Safe Zone
al S
Bike Lane
t.
Buildings Traffic Lane
Can
al S
Large Trees
t.
Small Trees Street Light Pole Traffic Light & Sign
Division St.
N
Division St.
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Section B1-B1' B1-B1' 剖面
B1
Division St.
Division St. 13
B1'
10
10
10
10
8 6
24
6
8
10
10
10
13
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B2-B2', Western Facade B2-B2' 西立面
B2'
B2
Canal St.
Division St.
B2 - B2' Allen St.
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Section B3-B3', Eastern Facade B3-B3' 東立面
B3
B3'
Allen St.
Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
Division St.
Canal St.
B3 - B3'
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Median C(a)-C(b) Plan Sidewalk
C(a)-C(b) 地塊平面
Safe Zone Division St.
Bike Lane Buildings
Division St.
Traffic Lane Large Trees Small Trees Street Light Pole Traffic Light & Sign
way
E Broad
N
way
E Broad
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Section C-C' C-C' 剖面
C
E Broadway
C'
E Broadway 13
10
10
10
22
10 10 10
6
24
6
8
10
10
10
13
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C(a)-C(a)', Western Facade C(a)-C(a)' 西立面
C(a)'
C(a)
Division St.
E Broadway
C(a) - C(a)' Pike St.
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C(b)-C(b)', Eastern Facade C(b)-C(b)' 东立面
C(b)
C(b)'
E Broadway
Division St.
C(b) - C(b)' Pike St.
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Median D Plan Sidewalk
D 地塊平面
Safe Zone
way E Broad
Bike Lane
ay E Broadw
Buildings Traffic Lane Large Trees Small Trees Street Light Pole Traffic Light & Sign
Henry St.
N
Henry St.
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Section D1-D1' D1-D1' 剖面
D1
Henry St. 13
D1'
Henry St. 10
10
10
6
24
6
10
10
10
13
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D2-D2', Western Facade D2-D2' 西立面
D2'
D2
E Broadway
Henry St.
D2 - D2' Pike St.
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D3-D3', Eastern Facade D3-D3' 东立面
D3
D3'
Henry St.
E Broadway
D3 - D3' Pike St.
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Median E Plan Sidewalk
E 地塊平面
Safe Zone
Henry St.
Bike Lane
Henry St.
Buildings Traffic Lane Large Trees P.S. 2
Small Trees
DEP Building
Street Light Pole Traffic Light & Sign
N
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Site Introduction Neighborhood Analysis
Strengths 優勢 Vegetation
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
The streets surrounding our focus area are in a relatively good condition. There are new landscape infrastructures and vegetation. The street design is also reasonable and functioning. There are some landscape elements with Chinese characteristics as well. The focus area itself has more issues and thus also potential for improvement. Some small trees are sick or dead and need to be moved. Bigger trees need more maintenance.
植被
Seasonal plants
New planting beds
Nice shade
New landscape treatment
Nice plants
New grade separated roadway & bikeway
Curb cuts & tactile strips
New waste receptacle & lighting
Mature trees with quality shade
Street Design 街道設計
Nice bikeway
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Strengths
優勢 Infrustruction & Landscape Furniture 基礎設施和景觀設施
Efficiency lighting
New waste receptacle
Nicely designed bench
New group seating area
Nice and efficiency light
New benches
Chinese-styled cultured limestone
New seating area
Generous walkways with nice paving
Nice paving at key intersection
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Problems 問題 Vegetation 植被
Dead trees No maintain system
Rate holes in planting beds
Erosion and missing plants and bedding soil
Empty tree pit
Empty planters
Bike path and seating area are too close
Fence and planting beds are conflicting
Not good bikeway
No street maintaining
Street Design 街道設計
No protection from passing bikes
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Problems
問題 Infrustruction & Landscape Furniture 基礎設施和景觀設施
Broken pavement
Lake of waste can
Fixed chairs
Homeless people living
Bad drainage system
Cracked concrete pavement
Crushed fencing
Exposed power cables
New landscape treatment
Failing traffic signal
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Focus Area Analysis Design Proposal Marketing Strategy The design proposal will keep all the healthy smaller scale trees and all the larger scale tree, and recommend more careful maintenance for the vegetation. Street infrastructure needs to be updated. Some infrastructural elements has become safety hazards and need to be changed and/or better maintained.
Park benches taken over by homeless people to store their possessions
Broken wood rails on new benches
No shade of any type at group seating areas entirely unusable during summer months.
Fencing - settled and warped, also some rust and corrosion at the ground line
Constrained trees boxed in concrete tree pit and also wrought iron fencing
Empty planters
Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
Landscape furniture needs to be upgraded as well. The median area needs more landscape furniture, including light poles, benches, trash cans, bike racks and more cultural elements.
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Immigrant Way Market Design 華埠市場設計提案
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Site Introduction Neighborhood Analysis
Traffic Count 交通流量測量
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
New Traffic Direction 新交通流線分析
Based on traffic count, the 3 lanes including a parking lane to the west of the west median between Division Street and East Broadway are not used much and only apply to right-turn vehicles, so it can be demapped and reserved for the market. Furthermore, as is common with dividers between turning nonturning traffic, there is a not insignificant fraction of drivers who may not have followed the correct route and only realize this once they reach the intersection. They then would slow or disobey traffic rules and confusing the following drivers, creating a domino effect and negatively affecting traffic.
Demap this portion of Pike St.
As a result, traffic will be rerouted as shown in the right picture. Right turn lane is moved to the road between two medians and will not have a significant effect on current traffic.
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Case Study
Hes
Phasing
ter
St.
Vendor Dining/Resting Area Restroom Bike Lane Buffer Zone Crosswalk
分期建設
Can
al S
Phase 2
t.
Within the focus study area, the market will be done in 3 phases, which allows the design to be more flexible on budget, and to gain more feedback from local communities and visitors. Phase 1 is the two medians from East Broadway to Division Street. Phase 2 is to expand one median in both directions. Phase 3 is to expand one median again beyond that. So this proposal ends up with 6 medians between Madison Street and Hester Street.
Division St.
Phase 1
Phase 3
E Broadway
Henry St.
DEP Building
P.S. 2
Madison St.
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Phase 1 Development 一期建設方案平面圖
Can
Vendor Dining/Resting Area Restroom Bike Lane Buffer Zone Crosswalk
al S
t.
Phase 1 market is separated into 2 sections including C(a) and C(b). The demapped road gives about 50 ft of room horizontally for the market. After taking into account the space occupied by the vendors, there are about 40-ft wide space in the middle serving as interactive space for the visitors. There will also be enough room for a mobile stage at the end the median. Given the diverse cultural backgrounds of potential visitors, we think the mobile stage would be a great selling point of the market and a great way to attract new visitors. The abundance of local artists could use a stage like this to get their names out.
Division St.
E Broadway
Henry St.
DEP Building
P.S. 2
Madison St.
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Phase 1 Development 一期建設方案示意圖
Mobile Stage
Activity or Dining Area
Dining/Resting Area
The demapped asphalt can accommodate food trucks which provide more options on vendor types. C(b) will have about 8 ft of pedestrian walkway after placing the vendors. This is a compact layout, but is consistent with the traditional atmosphere of local Chinese community market. Many markets in China are purposefully made one size smaller so the crowd can keep each other warm in winter. This is a refreshing concept that could be extended to other cultures. There are two paved crosswalks connecting C(a) and C(b), which give people more flexibility and safety if they want to explore the market and navigate themselves.
Ex. Tree w/ Bench Restroom
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Phase 1 Development Alternative 一期建設備選方案
Mobile Stage
If 8 ft is undesirable, there is a second option of placing the bike lanes together to the east of C(b) by replacing the buffer zone on the east side of the median. This gives an extra 6 ft for walkways. Informal observations and interviews show that bike lanes placed together tend to have fewer pedestrians occupying the space when the designated pedestrian walkway becomes overcrowded.
Activity or Dining Area
Dining/Resting Area
Ex. Tree w/ Bench Restroom
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Retail
Retail stalls are semi-permanent and can be locked after the market closes. Goods sold in retail stalls could include handicraft, clothes, art pieces, deli, etc.
零售攤位
Similar stalls in Bryant Park have a clear advantage over temporary stores at other markets in the midtown area in that they can provide better lighting, without the noise and smell of exhaust from an electricity generator. They are also able to sell higher value goods such as jewelery and high-end craft knowing that the stores can be locked after-hours.
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Food
There could be 3 types of food vendors: food truck, food stalls and food carts. The food carts are crafted to simulate traditional Chinese food carts.
食品攤位
Despite the distinctive design, we expect restaurants of different tastes and specialties to occupy the stalls and decorate them to reflect their food.
Food Truck
Food Stall
Food Cart
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Amenities 其他設施 Bike Rack
Signage Option
Seating
Ex. Tree w/ Bench
Amenities provided on site include bike racks, a restroom, seating, signage and lighting. Bike racks will be placed on the sidewalk outside of the market. Seating will be provided on the medians, as well as curved benches underneath existing trees. There will be promotional and directory signage on either side of the median to attract visitors as serve as part of the wayfinding system. There will be creative lighting decorations hanging from above such as Chinese lanterns. During winter, the trees could also be decorated with festive LED lighting.
Lighting Option
Restroom Signage/Directory
Lighting Option
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Activity 互動活動 Performance
Workshop
Street Painter
Info Center
Festival Celebration
Game
Stage
Info Center
In this local community, there is a 4-hour limit for lound sound per day. So the mobile stage will mainly be used for unassisted shows with a limited amount of large performances. On the medians of C1, there will be more interactive activities such as street painting, traditional Chinese art performances, handicraft workshops and some other street performances. During special festive celebrations, there could also be special Chinese festive shows such as dragon and lion dances. There could also be relatively long-term traditional market stalls such as carnivals and information centers at the market.
Activity/Dining Tent
Game Stall
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Future Development 遠景規劃平面圖
Can
Vendor Dining/Resting Area Restroom Bike Lane Buffer Zone Crosswalk
Phase 2 will be constructed after the market has come into steady operation. Vendor types should be adjusted according to related feedbacks from visitors, local communities and vendor owners. Restrooms should be distributed throughout the market. Every median should provide enough seating to accomodate visitors.
al S
t.
Division St.
E Broadway
Henry St.
DEP Building
P.S. 2
Madison St.
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Future Development 遠景規劃示意圖
Ex. Tree w/ Beches
Alternative
Signage/ Directory
Dining/Resting Area
Restaurant Stall
Food Stall
The alternative of future development is similar to phase 1, replacing the buffer zone of the bike lane on the east side, and putting vendor stalls on the west side bike lane. Thus it provides extra 6 ft. for circulation. More permanent structures could be installed on the median such as small restaurants or snack bars.
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Marketing Strategy 市場營銷戰略
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Wayfinding Proposal 導視策略 E Houston St & Allen St - Allen St Median Delancey St & Allen St - Allen St Median - Essex Crossing Canal St, Bowery & Manhattan Bridge - MH Bridge Gateway - Confucious Plaza Worth, Bowery, Division St & E Broadway - Confucius Plaza - Chatham Green Co-op - MH Bridge over buildings Canal St & E Broadway - Seward Park Grand St & E Broadway - Abrons Art Center
Grand St & E Broadway - MH Bridge - Waterfront
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Wayfinding Signage Precedents 導視示意
Function 1: Navigation
Direction with Distance - Edinburgh, UK
Function 2: Story Telling
Walking Radius Map - London, UK
Info Center - Spain, Barcelona
Landmark Highlight - Palace of Versailles, France
Crossing Navigation - Shanghai, China
Holiday Market Layout - Manchester, UK Subway Station Navigation - Paris, France Historic Map - York, UK Allen-Pike Immigrant Way Market Planning & Design Cornell AAPNYC
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Food Branding Existing Condition
餐飲分佈現狀分析
The Allen-Pike Street site is part of the whole Chinatown area, which is famous for Chinese and different Asian food and restaurants. But when taking into account the spatial distribution of existing restaurants on and near our site, it is clear that the Allen-Pike Street site is lacking in restaurants that are known by consumers from outside of this community. When searching on Google by the keyword of “restaurant”, the result shows that there are numerous restaurants near the center of Chinatown and Little Italy, but there are only a couple of restaurants on our site. It shows that there is promising potential for the development of a new food anchor.
Existing Google Search Result for Restuarants
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Food/Night Market Branding Proposal 市場品牌化戰略提案 Logo Design
Streetscape Detail
Material Design Standard
Key Point Design
Branding is one of the most important factors for the success of a night market. Here the Team has proposed graphic logo design, streetscape detail design, material design standard setting, and key point design as four significant aspects to assist with forming the unique identity and signatures of this Allen-Pike Street Market. Logo is the first and foremost element of the identity for a night market and for any attraction. Many food markets in New York City in particular such as Broadway Bites by Urbanspace and Queens Night Market have their own graphic logos for the identification and marketing purpose. Rockefeller Center even uses its logo in series of marketing campaigns and other special events such as “Restaurant Days at Rockefeller Center” to achieve the consistency and the branding effect.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Food/Night Market Branding Proposal 市場品牌化戰略提案 Streetscape design is another important factor in the branding strategy for a night market. Actual design could vary based on the daytime and nighttime difference. During the daytime especially in summer, colorful traditional Chinese umbrellas could be used to create not only a linear shaded area but also an effective and attractive visual corridor for wayfinding and decoration of Allen-Pike Street Market. During the nighttime, lighting decorations on the ground and on the tree and other vertical amenities could serve as both a form of public art and wayfinding system at night to create unique sense of place for the Allen-Pike Street Market. Once upon building the graphic logo for the market, it could be used throughout the material design, and design standards related to its use could be set to maintain consistency and help consumers to identify the unique feature of Allen-Pike Street Market. Night Market Philadelphia has put its logo on designated plates and cups used by all vendors, and 626 Night Market has designed its own inventory maps of vendors and wayfinding that are distributed to consumers in the night market. Rockefeller Center even uses its logo in related event posters to strengthen the identity of the Rockefeller Center. Key point design is another important factor in branding. By identifying key locations on and near the site and emphasizing them with wayfinding amenities such as directional information booth, signature entrances and exits with cultural context and various forms of public art, the sense of place and local identity is strengthened physically, and gathering points for activities and wayfinding cues for locals and tourists are also anchored in place. In some cases, directional information booth in the form of illuminated public art could serve the multiple purposes of decoration, wayfinding system, lighting and attraction for human activities. Public art that has special structure could also serve as the resting area at the market that stimulates public life.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Food/Night Market Event Calendar Proposal 市場品牌化戰略提案
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sept.
Nov.
Dec.
Senior’s Day Festival
Dragon Boat Festival
Spring Festival Series
Oct.
The Winter Solstice Series
Chinese Valentine Festival
Lantern Festival Series Mid-Autum Festival Winter Holiday Series Spring/Summer Series
Holiday Theme + Tents/House
Regular + Open-Air
Regular + Open-Air
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Based on the takeaways from the case study in terms of time of operation and marketing strategies, the Team proposes a year-round event calendar for the Allen-Pike Street Market. This event calendar features at least nine different event series and time periods of the year upon which the Allen-Pike Street Market could develop. Full operation throughout the year without variation is not enough a strong attraction to tourists or local consumers, so this calendar is proposed to create key moments during the year for special events and promotion, and the nine special series highlight important traditional festivals in Chinese culture. It should be noted that since the Allen-Pike Street Market highlights various immigrant cultures in the local neighborhoods, festivals and events of other cultures in addition to Chinese among the local communities should also play an important role in the event marketing strategy, such as Italian and Jewish festive elements.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Food/Night Event Calendar Proposal 市場品牌化戰略提案 Spring Series
Summer Series
Autumn Series
Winter Series
The aim is try to utilize the rich cultural and festival resources of local immigrant community to create unique identity for both the Allen-Pike Street Market, and for the local community as a substantial cultural asset to participate in and preserve for generations to come. Take Chinese festive elements for example, the traditional festivals include Spring Festival, Lantern Festival, Dragon Boat Festival, Chinese Valentine’s Festival, Mid-Autumn Festival, Senior’s Day Festival, and the Winter Solstice. The various elements of these festivals could be used for creative food and event marketing factors to strengthen the identity of Allen-Pike Street Market and the local community. For example, the Summer Series could tap into the various Cantonese desserts that are ideal for the summer weather, and launch summer dessert specials. The Autumn Series could utilize the cultural significance of chrysanthemum and the moon for the several festive seasons during autumn, and innovate special food series and food market decoration utilizing these seasonal signature elements. The winter series is relatively lacking in festivals except for the Winter Solstice. So the market should emphasize combining festive elements from more cultures such as Christmas to create more attraction during the winter session for the market to attract more visitors, in addition to highlighting cultures of other local immigrant communities.
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Site Introduction Neighborhood Analysis
Case Study
Focus Area Analysis Design Proposal Marketing Strategy
Food/Night Participatory Event Proposal 市場品牌化戰略提案 Cuisine Course/Lab
Restaurant Special Series
Special Event
In addition to tapping in festive elements of various local immigrant communities for developing seasonal special series, more participatory events that cater to different ages and socio-economic backgrounds are also essential in building up the identity and popularity of Allen-Pike Street Market. Cuisine Course/Lab provides an opportunity to learn about the culture of cuisine and experiment on new dishes with traditional materials. It caters not only adults but also children and adolescents as an educational opportunity. Meanwhile, based on the existing condition of food branding on Google related to our study area, there are numerous existing restaurants nearby that are not fully promoted nor known by visitors from outside of the local community. The Allen-Pike Street Market could serve as a platform for these local restaurants and even family-run small businesses to promote their business and introduce quality food to the street market, enhancing local small businesses. AllenPike Street Market could also cooperate with and invite famous restaurants featuring local immigrant cultures from other areas to the market for discount promotion during particular periods of time (usually one to two weeks). Similar events such as Eat New York Week has gained significant popularity and fame among local New Yorkers and tourists. Other special events are also effective approaches for marketing and making Allen-Pike Street a new attraction in this area that also better leverages the popularity of Canal Street area, Little Italy, and the upcoming Seward Park development. Various contests such as eating contests, short film and photography contests held by 626 Night Market are strong examples to create topics and attractions for the market.
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PROSPECT 前景展望
The development of Allen-Pike Street Market could assist to achieve both physical and socio-economic enhancement in the local community, by addressing existing physical challenges on the medians and in the surrounding environment in the neighborhood. The market also creates a new economic engine to promote local small businesses entrepreneurship, and more job opportunities for the local community. Besides, it not only strengthens and expands the influence of the unique cultural identity of the local neighborhood by promoting its various immigrant cultures based on the element of food, but nurtures another upcoming destination in Manhattan for locals and tourists alike that adds to the constellation of New York City attractions. For the future development of Allen-Pike Street Market, there are several aspects that need to be addressed further in later phases. The first is to reorganize and manage local bus service, wholesale business, and the entailing loading truck traffic in this neighborhood. The design proposal discussed in this report is based on the fact of maintaining all existing services, routes and volume for local bus and truck traffic, which actually hinder the further development of the market in terms of space availability. The existing local bus service occupies too much available space in the form of on-street parking and passenger pickup and drop-off. Also the high volume of loading truck traffic on the western sections of Allen-Pike Street disable the further expansion of the market since currently it is not practical to demap this area. Besides, high volume of heavy-duty vehicular traffic and loading activities is currently leading to safety concern for pedestrians and cyclists in this area, and this issue should be addressed systematically. Second, it is essential to establish comprehensive mechanism for physical maintenance. It is even more challenging to maintain the market and the ideal conditions on the site than developing them in later phases. Special teams should be formed for traffic management, facility and vegetation maintenance, and vendor management. Hence, additional funding is also a significant factor that decides the quality of further development of the Allen-Pike Street Market. Third, substantial community engagement is also vital and conducive to integrating local wisdom into the decision, management and physical design for the Allen-Pike Street Market, turning this market into a unique asset to the local community.
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Thank you The Team
Zijie Ma
Zhiyin Pan
Meicheng Wang
Shuning Wang
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Yi Wang
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REFERENCE* 引用來源
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Pg. 20-21 U.S. Census Bureau, OnTheMap Application and LEHD Origin-Destination Employment Statistics (Beginning of Quarter Employment, 2nd Quarter of 2002-2013). Retrieved from http://onthemap. ces.census.gov/ (See Appendix 1) Pg. 24 Google Map Real-time Data and Field Survey (2015), and Student Team. Retrieved from https:// www.google.com/maps Wikipedia. (2015). Shilin Night Market. Retrieved from https://en.wikipedia.org/wiki/Shilin_Night_ Market Shilin Night Market. (2015). Shilin Night Market History. Retrieved from http://www.shilin-nightmarket.com/history.html Taipei Market Thematic Network. (2015). Taipei Shilin Market. Retrieved from http://www.market. taipei/cht/index.php?code=list&flag=detail&ids=91&article_id=624
Pg.14 NYC Department of City Planning. (2015). MapPLUTOTM 15v1. Retrieved from http://www.nyc. gov/html/dcp/html/bytes/applbyte.shtml#zoning_related
The Food Trust. (2015). Night Market Philadelphia. Retrieved from http://thefoodtrust.org/nightmarket
Pg. 16-17 Google Map. (2015). Transit Information. Retrieved from https://www.google.com/maps
626 Night Market. (2015). 626 Night Market. Retrieved from http://www.626nightmarket.com/ home
Pg. 18 Metropolitan Transportation Authority. (2015). Bus Route. Retrieved from http://web.mta.info/nyct/ maps/manbus.pdf
La Boqueria. (2015). Retrieved from http://www.boqueria.info/index.php?lang=en
Pg. 19 NYC Department of Transportation. (2015). Street Assessment/Street Pavement Rating. Retrieved from http://www.nyc.gov/html/dot/html/about/datafeeds.shtml NYC Bike Maps. (2015). Manhattan Bike Paths, Bike Lanes & Greenways. Retrieved from http:// www.nycbikemaps.com/maps/manhattan-bike-map/ NYC Open Data. (2015). NYC Truck Route. Retrieved from https://data.cityofnewyork.us/ Transportation/NYC-Local-Truck-Routes/wha9-m3t and https://data.cityofnewyork.us/ Transportation/NYC-Thru-Truck-Routes/qf28-yqqv NYC Department of Transportation. (2015). NYS Traffic Data Viewer. Retrieved from http://gis3. dot.ny.gov/html5viewer/?viewer=tdv
Visit Chiang Mai, Thailand. (2015). Retrieved from http://www.visitchiangmai.com.au/sunday_ market.html Oranratmanee, R., & Sachakul, V. (2014). Streets as Public Spaces in Southeast Asia: Case Studies of Thai Pedestrian Streets. Retrieved from http://www.tandfonline.com/doi/ abs/10.1080/13574809.2013.870465?journalCode=cjud20#.Vngj5vlVhBc Kuo, C., Chung, M., & Kuo, F. (2012). To Explore Taiwanese Night Markets Culture and Tourism Experience and Behaviour. Retrieved from http://www.sciencedirect.com/science/article/pii/ S1877042812006799 Pg. 26 Wikipedia. (2015). Shilin Night Market. Retrieved from https://en.wikipedia.org/wiki/Shilin_Night_ Market
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Taipei Market Thematic Network. (2015). Taipei Shilin Market. Retrieved from http://www.market. taipei/cht/index.php?code=list&flag=detail&ids=91&article_id=624
Taipei Market Thematic Network. (2015). Taipei Shilin Market. Retrieved from http://www.market. taipei/cht/index.php?code=list&flag=detail&ids=91&article_id=624
The Food Trust. (2015). Night Market Philadelphia. Retrieved from http://thefoodtrust.org/nightmarket
The Food Trust. (2015). Night Market Philadelphia. Retrieved from http://thefoodtrust.org/nightmarket
626 Night Market. (2015). 626 Night Market. Retrieved from http://www.626nightmarket.com/home
626 Night Market. (2015). 626 Night Market. Retrieved from http://www.626nightmarket.com/home
La Boqueria. (2015). Retrieved from http://www.boqueria.info/index.php?lang=en
La Boqueria. (2015). Retrieved from http://www.boqueria.info/index.php?lang=en
Visit Chiang Mai, Thailand. (2015). Retrieved from http://www.visitchiangmai.com.au/sunday_ market.html
Visit Chiang Mai, Thailand. (2015). Retrieved from http://www.visitchiangmai.com.au/sunday_ market.html
Student Team interview with Diana Iskolsky Minkus, Manager, Night Market Philadelphia. (2015).
Student Team interview with Diana Iskolsky Minkus, Manager, Night Market Philadelphia. (2015).
Pg. 27-28 Wikipedia. (2015). Shilin Night Market. Retrieved from https://en.wikipedia.org/wiki/Shilin_Night_ Market Taipei Market Thematic Network. (2015). Taipei Shilin Market. Retrieved from http://www.market. taipei/cht/index.php?code=list&flag=detail&ids=91&article_id=624 The Food Trust. (2015). Night Market Philadelphia. Retrieved from http://thefoodtrust.org/nightmarket
Pg. 32 La Boqueria. (2015). Market Stalls. Retrieved from http://www.boqueria.info/index.php?lang=en La Boqueria. (2015). Boqueria Food School. Retrieved from http://www.boqueria.info/index. php?lang=en Pg. 33 626 Night Market. (2015). 626 Night Market. Retrieved from http://www.626nightmarket.com/home Google Images. (2015). 626 Night Market. Retrieved from http://www.google.com/images
626 Night Market. (2015). 626 Night Market. Retrieved from http://www.626nightmarket.com/home La Boqueria. (2015). Retrieved from http://www.boqueria.info/index.php?lang=en
Pg. 34 Google Images. (2015). Retrieved from http://www.google.com/images
Visit Chiang Mai, Thailand. (2015). Retrieved from http://www.visitchiangmai.com.au/sunday_ market.html
Pg. 35 Queens Night Market. (2015). Retrieved from http://queensnightmarket.com/
Student Team interview with Diana Iskolsky Minkus, Manager, Night Market Philadelphia. (2015). Pg. 29 La Boqueria. (2015). Market Map. Retrieved from http://www.boqueria.info/index.php?lang=en Pg. 30 626 Night Market. (2015). Vendors. Retrieved from http://www.626nightmarket.com/home Pg. 31 Wikipedia. (2015). Shilin Night Market. Retrieved from https://en.wikipedia.org/wiki/Shilin_Night_ Market
UrbanSpace. (2015). Garment District. Retrieved from http://urbanspacenyc.com/our-markets/ garment-district/ UrbanSpace. (2015). Columbus Circle Holiday Market. Retrieved from http://urbanspacenyc.com/ columbus-circle-holiday-market/ UrbanSpace. (2015). Penn Plates. Retrieved from http://urbanspacenyc.com/penn-plates/ UrbanSpace. (2015). Union Square Holiday Market. Retrieved from http://urbanspacenyc.com/ union-square-holiday-market/
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New York Eater. (2015). Retrieved from http://ny.eater.com/2015/4/30/8522309/smorgasburg-toopen-shipping-container-village-in-coney-island-this
Pg. 82 Google Map Real-time Data and Field Survey (2015), and Student Team Retrieved from https://www.google.com/maps
UrbanSpace. (2015). Broadway Bites. Retrieved from http://urbanspacenyc.com/broadway-bites/ Greater Jamaica Development Corporation. (2015). Retrieved from http://gjdc.org/economicdevelopment/winter-craft-market/ UrbanSpace. (2015). Madison Square Eats. Retrieved from http://urbanspacenyc.com/mad-sqeats/
Pg. 83 Google Images. (2015). Retrieved from http://www.google.com/images Pg. 86 - 87 Google Images. (2015). Retrieved from http://www.google.com/images
Times Square. (2015). Times Square Greenmarket. Retrieved from http://www.timessquarenyc.org/ events/2678/times-square-greenmarket-farm-to-tsq/details.aspx#.VngvlvlVhBc Bryant Park. (2015). Bank of America Winter Village at Bryant Park. Retrieved from http://www. bryantpark.org/things-to-do/wintervillage.html
*Photos not specified above are taken by the Team. Maps not specified above are made by the Team based on fieldwork, MapPLUTOTM 15v1 and Google Map.
Hester Street Fair. (2015). Retrieved from http://www.hesterstreetfair.com/ Smorgasburg. (2015). Retrieved from http://www.smorgasburg.com/ Grand Central Terminal. (2015). Grand Central Market. Retrieved from http://www. grandcentralterminal.com/market Pg. 38 NYC Department of City Planning. (2015). MapPLUTOTM 15v1. Retrieved from http://www.nyc. gov/html/dcp/html/bytes/dwn_pluto_mappluto.shtml Pg. 39-41 Field Survey Data. (2015 September-October). (See Appendix 2) Pg. 40 Manhattan Bus Map. (2015)â&#x20AC;¨Retrieved from http://web.mta.info/nyct/maps/manbus.pdf Pg. 42 Google Map Real-time Data and Field Survey. (2015) Retrieved from https://www.google.com/ maps Pg. 62-66 Photos taken by Team Advisor: Robert W. Balder.
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APPENDIX 1 é&#x2122;&#x201E;é&#x152;&#x201E; 1
Data Details: Pg. 20-21 U.S. Census Bureau, OnTheMap Application and LEHD Origin-Destination Employment Statistics (Beginning of Quarter Employment, 2nd Quarter of 2002-2013). Retrieved from http://onthemap.ces.census.gov/
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APPENDIX 1 é&#x2122;&#x201E;é&#x152;&#x201E; 1
Data Details: Pg. 20-21 U.S. Census Bureau, OnTheMap Application and LEHD Origin-Destination Employment Statistics (Beginning of Quarter Employment, 2nd Quarter of 2002-2013). Retrieved from http://onthemap.ces.census.gov/
End of Appendix 1
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APPENDIX 2 附錄 2
Data Details: Pg. 39-41 Field Survey (2015 September-October)
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APPENDIX 2 附錄 2
Data Details: Pg. 39-41 Field Survey (2015 September-October)
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APPENDIX 2 附錄 2
Data Details: Pg. 39-41 Field Survey (2015 September-October)
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APPENDIX 2 附錄 2
Data Details: Pg. 39-41 Field Survey (2015 September-October)
End of Appendix 2 End of Report
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