Queen Victoria Market Pty Ltd is a wholly owned subsidiary of the City of Melbourne. Queen Victoria Market Pty Ltd is responsible for managing the day to day operations of the market. As owners of the Queen Victoria Market, the City of Melbourne has oversight and responsibility for any capital improvements at the site.
The Queen Victoria Market occupies 7 hectares (approx 2 city blocks) within the Melbourne Central Business District and has been operated by the Council or the Company for over 139 years.
There are 140 leasehold premises and over 600 periodical licence stallholders. It is a well-known historic and cultural icon for the City of Melbourne and is the largest and most original of all the retail markets in the metropolitan area. It has national and international significance as an historic open market.
The Market is very much a fresh food market based on fruit, vegetables, meat, fish, chicken and delicatessen lines. General lines include clothing, footwear and accessories. Giftware and souvenirs have become an important part of the Market with particular appeal to interstate and overseas tourists as well as segments of the local market. Take away food and coffee have had significant growth over the last few years.
The Market first opened on Sundays in 1979, initially trading in general merchandise which considerably strengthened revenue and its consumer appeal for general lines. Fresh food trading on Sundays commenced in 1994. Since then the Sunday trade in the food area has developed well.
The general trading area has experienced substantially increased competition as a result of more options for shoppers, especially on Sundays.
The Sunday Market has also become a major shopping and tourist destination in its own right. Food trading on Sundays has grown substantially. Queen Street, on Sundays, with plants, coffee, pancakes and other offerings, is now a strong, colourful trading area sought by traders. The theme of Sunday being a “family” day is supplemented by live entertainment with bands, fashion parades and other activities in Queen Street.
There have been many changes during the Market’s operation over the years. A strategy has been implemented to make the facilities of the Market more available outside normal Market operating times, especially in the evenings. This strategy, of encouraging additional uses, has been very successful. There are now regular annual events such as Opera in the Market, which attract large audiences each year plus two major seasonal events, the Summer and Winter Night Markets.
In all we do, Queen Victoria Market will strive to be:
Market Leaders: Bold in our decisions, leading by example and inspiring others.
Creative & Courageous: Encouraging creativity, have an entrepreneurial spirit and confident in our actions and delivery.
Trusting of Each Other: Working as one team respecting each other’s decisions, roles and ideas.
Passionate about the Market: Showing pride, enthusiasm and dedication in everything we do for the benefit of the market.
Customer Focused: Supporting each other and our trader community, encouraging the best service and quality for market customers.
Board of Directors
Jane Fenton AM
Chairperson Jane Fenton is an advisor to the Melbourne based public relations and marketing communications consultancy she founded in 1987, Fenton Communications. She is a Fellow of the Australian Institute of Company Directors and a Fellow of the Public Relations Institute of Australia. Jane is Chair of the Queen Victoria Women’s Centre Trust, Deputy Chair of Cancer Council Australia, a member of the MCG Trust and a member of the Road Safety Camera Commissioner’s Road Safety Advisory Group. She is the former Chair of the Victorian Health Promotion Foundation (VicHealth), a past President and Life Governor of Very Special Kids and a former Board member of the Murdoch Children’s Research Institute. A Victorian Telstra Business Woman’s award winner, Jane is the recipient of an Order of Australia Medal, AM, for services to the community particularly through support for a range of health, medical research, youth and women’s groups. Jane has an honors law degree from the University of Bristol in the UK.
Jane Hodder is a Partner in the real estate group of Herbert Smith Freehills. She has a depth of commercial experience in professional services and holds a Bachelor of Arts (Hons) and a Bachelor of Law from Monash University. She has spent more than 25 years in the building and real estate industries advising clients and bringing together parties on a range of transactions. Jane has significant expertise serving on boards. She is the current Chairperson of the St Catherine’s Girls School Council (and member of building and property sub-committee), Chairperson of the Centre for Contemporary Photography, a member of the Advisory Board to the Dean of Monash University Law School and a member of the Australian Institute of Company Directors, as well as a Williamson fellow and Cranlana fellow. She is also a past member of the Herbert Smith Freehills Global Council, former Global Partner Head of Diversity and former Chairperson of the Monash Law School Foundation.
Jane is a proud and passionate Melburnian with a strong interest in our community and the arts, current business issues and matters affecting Melbourne, the State of Victoria and Australia. She is a member of the company’s Audit and Risk Committee.
Audit & Risk Chairperson
Director of the Company and Chair of the Company’s Audit and Risk Sub-Committee, Mr Burroughs is a chartered accountant and was a senior partner at KPMG, a major accounting firm, until his retirement in 1998. In his career with KPMG he specialised in the Financial Services, Construction and Manufacturing sectors of the economy as well as managing major divisions of the firm. He has served as a non executive director of the Women’s and Children’s Health Service, Pacifica Group Ltd, The Companies Auditors and Liquidators Disciplinary Board, The Open Garden Scheme, The Royal Children’s Hospital Melbourne, State Trustees Limited and the Corporate Trustees of large public offer superannuation funds administered by MLC Ltd. He currently acts as the Independent Member of the Audit committee of Vanguard Investments Australia Ltd. During his career he has worked in Europe and the United States and traveled extensively across Asia.
David Mann AM
Director of the Company and member of the Company’s Marketing Sub-Committee David is Chair, The Order of Australia Association, Member, Australia Day Committee (Victoria), Chair, Ministerial Small Business Advisory Council, Chair, Police Blue Ribbon Day Community Council and Chair, Mount Macedon Memorial Cross Reserve Committee of Management. David Mann – best known as ‘Mann About Town’, plays the part of roving reporter for 3AW 693 and Magic 1278. “I love my role catching up with businesses and organisations around Victoria to promote them to the public, and to highlight their success stories and achievements”, said David. David also runs his own marketing and public relations company ‘Mann Promotions Pty Ltd’ that consults to many operations and not-for-profit organisations around Australia.
Chef Daniel Wilson
Melbourne chef Daniel Wilson was awarded The Age Good Food Guide Young Chef of the Year award in 2003 and in 2010 he opened Huxtable restaurant. With two cookbooks under his belt and frequent appearances in online, print and broadcast media, Daniel has solidified himself as an authoritative voice in the Australian food industry. On his appointment as Queen Victoria Market ambassador, Wilson said: “I am thrilled to be able to share my knowledge of the Market and highlight its unique qualities. From the variety of produce, to the warm community spirit, there is nowhere else quite like it. As a chef, it is also extremely rewarding to be able to connect with traders who are experts on provenance and seasonality.”
Chief Executive Officer
Stan Liacos commenced as CEO in January 2018. Immediately prior to joining QVM, Stan was Regional Director for the Victorian Government for the State’s Loddon Mallee region, covering some 26% of the State and including the regional Cities of Bendigo and Mildura.
Between 2006 and 2015, Stan was Director – City Futures at the City of Greater Bendigo where he was responsible for the City’s major projects, economic development, tourism, regional marketing, Bendigo Art Gallery, major events, the Ulumbarra and Capital Theatres, Bendigo Town Hall, Bendigo Airport and government advocacy.
He was also Director-Marketing and Events for Melbourne’s Federation Square during its design, construction phase and initial three years of operation (2000-2005).
He was also Director – Marketing, Communications and Events for Melbourne Docklands Authority; Project Director for the Ford Motor Company of Australia; and Director (Head) of the Geelong Waterfront Development (1995-1998).
Stan also worked earlier in his career with West Sussex County Council in England, the (then) City of Essendon, Wilson Sayer Core Pty. Ltd. Planning and Development Consultants and the (then) Victorian Ministry of Transport.
Stan has a Bachelor of Applied Science (Planning and Urban Design) from RMIT and Postgraduate qualifications in Business Management and a Masters of Marketing from Melbourne University.
Executive Leadership Team
CFO & General Manager, Business Services
General Manager, Market Trading and Events
General Manager Operations
Melbourne’s Marketplace is the retail plan that will guide and secure the future of trading at the Queen Victoria Market. It seeks to serve the changing needs of the city while keeping the authentic character of the market at its heart. The plan was developed by Queen Victoria Market Pty Ltd in consultation with traders, the City of Melbourne and other key stakeholders.
The forward-looking plan provides a view of what trading at the market will look like in 2023, following the completion of the City of Melbourne-led Queen Victoria Market Precinct Renewal program. The plan reinforces commitment to the market’s heritage and highlights that the Queen Victoria Market is, and always will be, first and foremost a marketplace.
Maintaining affordability for traders and customers is key to this plan, as is supporting and developing small business to enable the traditional market to retain its essence while providing a more diverse offer and a key community meeting place.
What is the vision for the market as described in the retail plan?
The retail plan is built around key elements and will deliver:
- Security and affordability for traditional traders
- Support for small business
- Protection of our heritage
- A customer focus
- A place for community and visitors
- Investment in infrastructure
Click here to view the Melbourne’s Marketplace Retail Plan.
The retail plan formed part of the City of Melbourne’s Queen Victoria Market Precinct Renewal (QVMPR) program Business Case, released in July 2017. To read more about the QVMPR program or to view the Business Case, visit the City of Melbourne website.
Queen Victoria Market Pty Ltd is a wholly owned subsidiary of the City of Melbourne and prepares an Annual Report each year for presentation to Councillors.
The 2017-18 Queen Victoria Market Pty Ltd Annual Report below was presented at the City of Melbourne Council meeting on 11 December 2018. Download the report below.Download PDF