Project for Public Spaces’ 12th International Public Markets Conference took place in Milwaukee, Wisconsin, June 12-14, 2025 and was co-hosted by the Milwaukee Public Market. Over 250 attendees from around the world gathered in the Culinary Capital of the Midwest for the opportunity to explore many of the most pressing issues in the field of public markets today, including combating social isolation, building local economies and food systems, and so much more.

The conference kicked off at our opening plenary at The Pritzlaff, featuring a pre-recorded message from Wisconsin Governor Tony Evers. In his remarks, Governor Evers welcomed attendees to Wisconsin and highlighted the vital role public markets play as inclusive third spaces for community gathering, as essential support systems for small businesses, and as key contributors to strengthening our local food systems. “Public markets do what I like to say ‘connect the dots,’ and they do it well,” he said. 

Joining in person on stage, Milwaukee Mayor Cavalier Johnson formally recognized the significance of the gathering by proclaiming June 12, 2025, as International Public Markets Day in Milwaukee. Presenting the proclamation to Milwaukee Public Market’s Executive Director Paul Schwartz and Project for Public Spaces’ Co-Executive Director Kelly Verel, Mayor Johnson spoke about the powerful role of public markets in strong, vibrant communities.

“Markets are where the heartbeat of a city is truly, truly felt. When we work to support public markets, we’re not just supporting places of commerce; we’re investing. We’re investing in the soul of our communities.” 

— Cavalier Johnson, Mayor of Milwaukee

This year’s conference theme Public Markets for Every City was a call to action to recognize the transformative influence of public markets in shaping active and inclusive urban spaces. In her remarks, Project for Public Spaces’ Co-Executive Director Kelly Verel expressed that, as the convener of this biennial conference, we intentionally “pitch a large tent” that brings together a broad spectrum of public markets, including farmers markets, indoor permanent markets, wholesale markets, market districts, and craft, flea, or artisan markets, not to mention partner organizations, supporters and academics. Some attendees represented markets that have not yet opened, like Madison Public Market and Green Bay Public Market in Wisconsin. Others represented markets that are hundreds of years old, and even one more than a thousand years old—Borough Market in London, UK.

We were joined by distinguished leaders from around the world who are driving innovation and shaping the future of public markets. During the panel, “Public Markets for Every Wisconsin City,” we heard from Alfonso Morales, PhD, Vilas Distinguished Achievement Professor at UW–Madison, who is a nationally recognized expert on food systems and public markets. His research, advocacy, and consulting have shaped policy across U.S. cities and led to millions of dollars in research funding. We also had the pleasure of hearing from city representatives who shared recent accomplishments and insights from other communities. Tina Jadav, Area Manager of the Greater London Authority (GLA) (and previous co-host of the 10th International Public Markets Conference) spoke about GLA’s Tomorrow’s Markets 2.0, a research and advisory program commissioned by the GLA to respond to the long-term challenges faced by London’s Street Markets. The initiative culminated in the creation of a “How-to Guide” released just weeks before the conference. Max Budovitch, First Deputy, Business and Neighborhood Development from Chicago’s Office of the Mayor, shared details of the City of Chicago’s recent plans to expand municipal support for public markets.

“We believe that you all share more than what divides you,” said Kelly Verel in her opening remarks, addressing over 250 attendees. Over the course of the following three days, collaboration and unity were common themes in how to build stronger, more resilient communities through public markets.

While the Global Markets Roundup portion of our opening plenary typically features attendees representing a range of cultures and geographies sharing brief presentations on their markets, this year’s Roundup was a little different. Some of our international colleagues were unable to attend the event due to concerns and restrictions on traveling to the US. In light of this, they submitted video greetings from their markets in Nepal, Australia, Vietnam, Mexico, Canada, Uganda, Latvia, Spain, and India in a heartfelt display of global solidarity.

As the plenary concluded, conference attendees were dispatched to twelve mobile workshops showcasing Milwaukee’s dynamic public spaces, markets, and community-driven initiatives. Highlights included a walk through the Historic Third Ward that focused on how storytelling connects markets to community identity, a workshop led by The Kubala Washatko Architects (TKWA) that spotlighted the design of unique market venues like Zócalo Food Truck Park, and a behind-the-scenes visit to Hundred Acre, Wisconsin’s largest hydroponic farm to learn about sustainability and food systems. Jackson Park Farmers Market, UW-Madison Extension, and Kaufman Lab led a workshop that dove into data collection at farmers markets, East Side Business Improvement District showed how they activate streets and pedestrian walkways like Black Cat Alley, and Hunger Task Force, a nonprofit dedicated to equitable food access, hosted a workshop featuring its mobile market and innovative solutions for food insecurity. Our conference co-host, the Milwaukee Public Market, led a workshop exploring the Market’s 20-year journey, sharing key challenges and successes that are rooted in adaptability, community building, and diverse programming and revenue streams.

The day concluded at the Milwaukee Public Market, where our co-host held a special reception celebrating both the 50th anniversary of Project for Public Spaces and the 20th anniversary of the Milwaukee Public Market. The dual celebration was met with double the cake (one carrot and one confetti flavored, for those who are curious)! From day one, the conference was rich in learning, networking, and celebration.

On Friday, June 13, 2025, participants experienced a full day of breakout sessions at the Milwaukee Institute of Art & Design (MIAD). The dynamic series of sessions brought together global voices and local innovators to explore the evolving role of public markets in their communities. Breakouts featured a variety of formats, including skills workshops, panels, and short talks, which allowed for a range of experiences, from rapid-fire storytelling to more hands-on skill building. Topics included nuts-and-bolts market management, scaling operations, placemaking, evaluation of market systems, mental health, and more.

Some sessions tackled complex challenges that have evolved over decades. Pike Place Market, a historic nine-acre market in downtown Seattle, shared their response to years of rising costs, declining local patronage, aging infrastructure, and more. In an insightful panel presentation, the Pike Place Market Preservation Development Authority (PDA) and consultants from HR&A Advisors, BERK Consulting, and Mithun shared details of their 2024 Master Plan for long-term vitality. The group walked participants through the Plan’s four major strategies, which were developed after extensive community outreach and comprehensive surveying. The strategies include: embracing the culinary culture and traditions of the Pacific Northwest region of North America to reattract locals; adding more support for all small businesses by lowering barriers to entry and growth; making sustainable physical investments to adapt the Market, such as adding more public spaces; and building partnerships to amplify Pike Place as the "Soul of Seattle."

“Today, I look at this [summary] and [it] makes so much sense. It almost seems obvious. But it took us a lot of work to get to these goals. A good master plan [is one that] you keep in your head and use for long-term guidance.”

—Sulin Carling, Principal, HR&A Advisors

The PDA and its advisors had the challenge of building trust throughout the community to effectively produce a plan that reflected the collective aspirations of diverse groups of people. To gather input, they conducted surveys to collect thousands of responses, outreach events, and public meetings over a 14-month period. They even conveyed the need for change to the public by producing a video featuring market vendors discussing how essential functional public infrastructure is to the success of their businesses—balancing the notion that the market is merely an 'experience' for visitors. These are all important first steps to implementing a master plan to grow and evolve the market over the next 50 years.

An emphasis on equity and social wellbeing was a focal point for many presenters and workshop leaders. In a focused discussion dedicated to this topic, “Marketplaces for Wellbeing: Centering Physical and Mental Health for Market Communities,” representatives from Appetite for Change spoke passionately on the importance of bridging gaps by building programming that reflects the diverse cultural and lived experiences of their audience. Princess Titus, Co-Founder and Senior Engagement Officer, and her team demonstrated an on-the-ground food station that introduces locally-grown ingredients to youth by using some food items they are already familiar with, like Doritos chips. She stressed, “You always want to meet people where they are.”

“We show that we have something in common. I think that’s what the world needs now more than ever, when we can see likenesses instead of differences. Regardless of your socioeconomic status, your zip code, and what you practice as religion, everybody’s got to eat.”

—Princess Titus, Co-Founder and Senior Engagement Officer, Appetite For Change

Throughout the day, participants came and went from MIAD’s classrooms, gaining knowledge and practical, scalable strategies to apply in their own markets. Richard McCarthy, President of World Farmers Markets Coalition, summarized the value of these peer learning opportunities: “It is crazy to think that we can figure it all out on our own. There are so many ideas. I’ve picked up two or three already this morning.”

Day two concluded with Milwaukee Public Market’s Riverwalk Commons Concert Series, featuring local food trucks and musicians at the Riverwalk Commons, a formerly underutilized parcel beneath the I-794 freeway. The site has been transformed into an active public space featuring pickleball courts, green spaces, and free neighborhood events.

On the last day of the conference, six market tours offered a deep dive into Milwaukee’s diverse market culture and the broader Wisconsin food landscape. We visited iconic destinations like the Dane County Farmers' Market, South Shore Farmers Market, West Allis Farmers Market, and Fondy Farmers Market—markets that have a profound impact on the communities they serve and the vendors they support. The Fondy Farmers Market, for example, brings together 45,000 shoppers, 80 farmers, food producers, and makers each growing season. Through its Farm Project, the Market helps primarily Hmong-American family farmers with land access and capacity building so they can continue preserving their farming heritage and make a living. We also had the opportunity to see emerging community spaces like Sherman Phoenix, a nationally recognized model for community-driven redevelopment, inclusive economic development, and legacy wealth-building that has been home to nearly 50 businesses since its opening.

Each tour showcased how markets serve as economic engines, cultural touchpoints, and community hubs. Participants had the opportunity to explore themes like urban farming, entrepreneurship, public space activation, and market design in three Wisconsin cities: Milwaukee, Madison, and Green Bay. All tours concluded at Zócalo Food Truck Park for the closing party, where Project for Public Spaces’ Co-Executive Director Kelly Verel said in her closing remarks, “My most important question for all of you is, did you have fun?”—a question that was met with cheers.

Rejoined by Milwaukee Public Market Executive Director Paul Schwartz, Kelly presented Project for Public Spaces’ Co-Founder, Steve Davies, and co-founder of the organization’s Public Markets Program, David K. O’Neil, with framed photos of the duo to recognize and honor their work to establish the program, as well as their long-term commitment to creating successful public markets. These two individuals, along with many other passionate believers in the power of markets, have helped shape Project for Public Spaces into the celebrated organization it is today. We are immensely grateful for their dedication.

Effecting equitable local impact is a key consideration in organizing each of our conferences. Whenever possible, Project for Public Spaces purchases goods and services locally from diverse businesses and nonprofits. In Milwaukee, we spent approximately $112,000 on our 2025 event. Additionally, Visit Milwaukee estimates that attendees spent $283,000 during their stay and the conference generated over $520,000 in economic impact through business sales activity in Milwaukee.

Beyond its financial impact, the conference also sparked a deeper analysis of Milwaukee's food system and local start-up business economy. A small team made up of Market Cities Network members and Milwaukee Public Markets staff served as the client for the 2025 spring semester Master of Urban Planning capstone class at the University of Wisconsin, Milwaukee. This project aimed to analyze Milwaukee's food system and start-up landscape, establishing a baseline for its performance as a Market City. The resulting report, enriched by community input and available in our Market Cities Resource Library, is a valuable resource for future initiatives in Milwaukee.

Project for Public Spaces is proud to work closely with so many community partners, and we are especially thankful to Milwaukee Public Market for welcoming our global community to its wonderful city and for creating three wonderful days of learning, networking, and discovery!

“I’m excited to have conference-goers walk away with a newfound appreciation of Milwaukee, Wisconsin, and how amazing our market community is, how diverse it is, and how incredible our city is. I think this conference has shown that we do belong on the international stage.”

—Paul Schwartz, Executive Director, Milwaukee Public Market

As market leaders, planners, and community advocates have returned home from the 12th International Public Markets Conference, we’re looking forward to seeing how the exchange of ideas will strengthen the global public markets movement in the days, months, and years to come!

Stay tuned and stay in touch! Our 13th International Public Markets Conference will take place in 2027.

Are you interested in hosting the next conference in your city? Organizations can look out for our Call for Cities in the Fall of 2025.