During the first summer of the pandemic, the Town of Waterloo brainstormed ways to support local businesses. Enter the Uptown Markets, a series of pop-up events that featured food, vendors, artisans and more.

“We knew that people felt safer outside,” says Tracy Van Kalsbeek, executive director of the Uptown Waterloo BIA. “The markets could attract people to Uptown, where hopefully they would stick around for a while to explore the businesses there.”

To help expand and enhance the Uptown Markets in 2022, the Uptown Waterloo BIA received a My Main Street non-repayable contribution of $14,000. My Main Street is supported with a $23.25-million Government of Canada investment through the  Federal Economic Development Agency for Southern Ontario (FedDev Ontario). The Uptown Waterloo BIA received this funding as part of the My Main Street Community Activator program, administered by the Canadian Urban Institute (CUI), to support projects that restore vitality to communities across southern Ontario.  

Following the success of the markets in 2020, the BIA brought them back for 2021. The second-year of the Uptown Markets was an even larger success, with more attendees than the previous year. Deciding to organize the Uptown Markets for 2022 was a no-brainer.

“It’s become part of our DNA now,” says Van Kalsbeek. “We wanted to continue building the markets.”

The 2022 Uptown Markets were the biggest and best yet, with events running Thursday evenings during July and August. In total, the markets attracted more than 9,300 people — almost double the number of visitors from 2021. For the participating vendors, the popularity of the markets not only boosted their sales levels, but also created vibrant opportunities to connect with new customers. In addition, vendors enjoyed the experience of networking with other members of the local business community.

In 2022, the Uptown Markets relocated from a parking lot to the Waterloo Public Library — a more accessible and welcoming space. On market evenings, the library stayed open so people could access the washrooms and indoor seating. The partnership also provided an opportunity for the library to promote some of its programming, with staff members setting up tables with games and activities.

Thanks to funding from My Main Street, the Uptown Waterloo BIA enlivened the space in various ways: twinkling string lights, colourfully illuminated trees and interactive displays that glowed when people approached them. To entertain the crowds, the BIA hired 20 local musicians, comedians and puppeteers.

As an extension of the Night Markets, the Uptown Waterloo BIA’s OktoberFest Market was also supported through this project, doubling the number of vendors from the previous year.

Van Kalsbeek says the funding was key to making the markets such a success in 2022.

“The support from FedDev Ontario really helped us grow the markets, and we’re going to continue,” she says. “It’s been such an amazing thing. It greatly impacts the placemaking work that we’re doing.”

Photo Credit: Dawne Gilders

Photo Caption: Twinkling lights illuminate vendor booths during the Uptown Markets.