Words Denise Irvine, Images Ashlee DeCaires
I’ve been a Made Market regular since opening day last November, joining the vast crowds through its new front doors on Grey Street, Hamilton East, and probably contributing to the local traffic jam over that weekend.
There is a lot to like about the transformation of the rambling Waikato Regional Council building into a multi-level 21st century urban market, a one-stop shop with more than 40 owner-operated businesses. There’s an intrinsic small-town charm, where you get to know your favourite vendors, and the friendly chat along with your morning coffee, your packet of lamb koftas, your broccoli and bread, your hot porridge, or your drinks and dinner at the Mess Hall.
Made has settled in comfortably on Grey Street, developed its reputation and style, and close to one year on we’re asking its owners, and some of its vendors and customers, how things have been for them in this first cycle.
Made Market is the vision – and hard work – of Hamilton couple Matt and Jaimee Stark, and their team from Stark Property, so we start with them. They talk at a trestle table while little kids play on the market’s (stationary) red tractor and customers browse and buy. Peak days here are Friday, Saturday and Sunday.
Matt and Jaimee say the biggest win for them has been seeing how the city has responded to Made, in a positive way, as a place to be proud of. “It’s another thing to showcase in Hamilton,” says Matt. “It’s a labour of love for us and we want to ensure its success for everyone. It needs energy, and we’ve got energy to give.”
The first year, Matt says, is about finding your feet and this has been more challenging in an economic downturn. “But we’re doing pretty well, considering the environment. We’ve settled into the norm after the opening day crowds, growing consistency, growing businesses and customer relationships.”
There have been some vendor changes, a few who have perhaps not been in the right place have gone and others have replaced them. Matt says they work with those who may need to adapt, make changes. “It’s a family, really. We care about our tenants. We want everyone to succeed. We adjust and change if we hear concerns. We’re open to new things. It’s about getting the right mix.”
In the future there will be a new restaurant on the mezzanine, and Matt and Jaimee would like to see after-hours events at Made – Jaimee points to some great spaces for this – with food from the Mess Hall available. “For the moment,” says Matt, “we’re maintaining the status quo, supporting what we’ve got, striving for excellence.”
A couple of happy lunchtime customers have their say: Dallas Fisher and Mark Wylie have just finished plates of handmade gozleme from Turkish food outlet Mezze; this gets a big tick, along with other things they like.
Mark Wylie is CEO of food and event management company Montana Group and says he comes to Made for networking with colleagues and also with his family, sometimes meeting his daughters there after school. He likes Made’s artisan suppliers, “and it’s not just another food hall”.
“I haven’t had one single bad service experience here. Everyone is super-friendly and engaged. It feels like a nice little community.”
Dallas Fisher is co-owner and director of Montana Group, and he’s a Made regular. He shops for fresh ingredients for dinner, or something ready-made. He says there is great variety from places like the butcher (Expleo), Pirongia Mountain Vegetables, Red Kitchen, Soul Boul or Mezze.
He also mentions a mid-afternoon cocktail at Neat, the elegant outfit in the middle of Made that is the brainchild of Alex Hudson, owner of legendary Hamilton cocktail bar Wonderhorse.
Visitor Victoria Ridling praises Neat as well. She’s from Auckland, runs Union Post bar-restaurant in Ellerslie, and is visiting Made for the first time with friend Claire Ashton, from Te Aroha. Victoria likes the big shared seating space at Neat, thinks it’s a great idea, and she’s also very taken with Oat Bros porridge.
She and Claire are on their way to lunch in the Mess Hall, and Claire, who grew up in Hamilton, loves how Made opens up to the Waikato River views. “It’s so good to see this. That’s what Hamilton is all about.”
Brie Graham owns Asian-fusion outlet On a Roll in the Mess Hall. She loved the Made vision and the space from the beginning. “You get to see the river [from the Mess Hall]. We’re really lucky. This is a real drawcard for Hamilton. I had to be there. I absolutely love it.” Business, she says, has been very consistent, with a steady stream of people coming through.
Local customer Vivian Pires has just had lunch at Mezze – “It was delicious” – and her Made favourites include Mezze, as well as Volare Bread and Mr Twist pretzels. She also likes the sustainable ethos and the incentive to bring your own jars to Bare Refill for grocery items.
“You get to know the vendors, and I like how the building doesn’t have many barriers. The open-plan space gives it a nice feel.” Today, she’s also bought produce from Pirongia Mountain Vegetables, which occupies an area laden with seasonal fruit and veges.
It is run by Crystal Robb and husband Adrien, in a co-relationship with Ngāti Haua iwi, and Tony Catos (of PMV). Crystal says that like many other retailers, they’ve felt the effects of the economic downtown, and business can be patchy.
“But people are trying to pull through and we’re doing okay. We need to be innovative and creative with what we bring to the store. We’re rebranding later this year as Peria Produce, expanding our plantings locally, and we have a number of fruit and vegetable trials going on. The vibe here is friendly and we are networking with other vendors.”
Bridie McNamara, owner of Bare Refill, also likes the Made community and it’s working well for her. “It’s mostly owner-operated. We get to know each other, and we’re well supported by the management.”
Bare is dedicated to supplying grocery items with minimum waste, as well as other products and homewares. Strong sellers include snacks, treats, loose-leaf tea, local Kaipaki Dairies milk and Dreamview yoghurt, and in the future Bridie has her eye on doing in-store events, including cooking demonstrations.
Up on the mezzanine floor, Ann-Maree Parsons and business partner Liz Viviani run the spacious Found Store, selling clothing and homewares. Ann-Maree says they were in the Made pipeline from the beginning: “We had full trust in Stark Property’s vision for rejuvenating Hamilton East with this incredible hive of community activity.”
The pair was confident that Made would be welcomed by their existing clients and connect them to a wider demographic of visitors and locals. “The move has, at no surprise to us, paid off,” says Ann-Maree. “Our larger space allows us to host our customers the way we had always wished to through community events and styling appointments.”
And down in The Sheds, at the rear of the building, Karl Martin-Boulton, owner-chef of eight-seater restaurant The Green, says it’s been a fantastic year. “We’ve been fully booked the whole time. To say I’m blown away by it would be an understatement.” He says Made itself is an incredible thing for Hamilton and the Waikato, and he can only see it growing. “The support from Stark Property has been great, and they’ve made it succeed. It’s a testament to them, 100 percent.”
Matt Stark puts the kudos back on his vendors: “Having all these people giving all this effort and energy to their businesses, it’s quite remarkable, really.”
