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
Jane has more than 30 years experience as a non-executive director having served on a number of Australian boards including independent statutory authorities, not for profit organisations and private companies. She has a background in, marketing communications, stakeholder engagement and reputation management and founded and ran an award winning strategic communications agency. Jane is a past winner of a Victorian Telstra Business Woman Award and is a Fellow of both the Public Relations Institute of Australia and the Australian Institute of Company Director. Jane is currently also an independent director of UniMutual Pty Ltd, which is a member based organisation provides risk protection and risk management services to members drawn from the tertiary education sector and is a director of Gather My Crew, a not for profit organisation which users technology to enable people experiencing tough times to get the support they need. She has previously chaired VicHealth, Very Special Kids and the Queen Victoria Women’s Centre Trust and has been on the Board of the Murdoch Children’s Research Institute as well as participating in many advisory committees. Jane was made a Member of the Order of Australia for her services to the community.
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.
Rob Adams AM
Rob has had over 46 years’ experience as a practising designer in both private enterprise and the public service. Rob has a Masters in Urban Design, a Bachelor of Architecture, and in 2016 was conferred with the degree of Doctor of Architecture from the University of Melbourne and is a graduate of the Australian Institute of Company Directors. As a Director City Design & Projects at the City of Melbourne, Rob put into place in 1985 the first comprehensive urban design strategy for the city. Since then, Rob has made a significant contribution to the rejuvenation of central Melbourne. In 2008, Rob was awarded the Prime Minister’s Environmentalist of the Year and the Order of Australia in 2007 for his contribution to Architecture and Urban Design. In 2018, Rob was the recipient of the Australian Institute of Architect’s National President’s Award. Some key projects include postcode 3000, CH2 – Australia’s first 6 star green commercial office building, Birrarung Marr, Swanston Street, City Square, Return to Royal Park, the Open Space and Urban Forest Strategies and numerous community buildings including Docklands, Boyd, East Melbourne and Kathleen Syme Libraries.
Director and Audit & Risk Chair
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.
Michael is an experienced Board member with strategic, commercial and transformational skills. With extensive experience and proven success leading multiple functions (Chief Investment Officer, Chief Financial Officer, Chief Procurement Officer) his experience includes both public and private sector enterprises in domestic and international markets. He understands the importance of good governance as a Director of numerous companies over the past 20 years including Australian Air Express, iPrint Pty Ltd and as a Trustee Director of the Australia Post Superannuation Scheme (APSS). He has a demonstrated history of working in the consumer services, superannuation, industrial products and FMCG industries. He is a Fellow of CPA Australia and a Graduate of Australian Institute Of Company Directors. He has Chaired numerous Board Sub Committees including Audit, Risk and Compliance Committees. Michael is the Chief Financial Officer and General Manager Corporate Services for the City of Melbourne, where he provides strategic and operational advice and manages subsidiary companies and investments.
Di Has over 25 years’ experience in strategic leadership in the retail and wholesale industries across the Asia Pacific region. This experience includes vertical retail, concession, distributor and licencee models. From global fashion brands to organic food and general merchandise, Di has extensive skills in strategic planning and execution with demonstrated success leading business transformations. Di is a graduate of the Australian Institute of Company Directors with a Master of Business Management from Swinburne University of Technology. She also holds a Graduate Certificate in Retail Leadership from the Australian Retailers Association (ARA) Retail Institute and has served as a facilitator with this organisation to deliver retail programs to Australian retailers in Vocational Graduate Certificate and Diploma in Retail Leadership programs. Di is currently the CEO of an Australian luxury lifestyle brand based in Melbourne. In addition, she operates a business management consultancy working with small to medium sized business owners to facilitate the development of strategic plans and to improve their leadership capabilities.
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.
CFO & General Manager, Business Services
General Manager, Market Trading and Events
General Manager, Operations
Meg Dalla Lana
General Manager, Marketing & Customer Experience
People & Culture Manager
Five-Year Future Market Strategy
The Future Market Strategy was released in July 2021 to support Queen Victoria Market’s recovery from the COVID-19 pandemic and longer-term revitalisation.
The Strategy will preserve the heritage, character and core offer that people love about the Market, and build on this to make it an even better place to visit, shop and trade.
Click here to view the Future Market Strategy.
The Strategy aims to keep serving current customers and visitors, while enhancing the offer and experience to attract more Melburnians, particularly those in the inner-city and under 40 year-olds who are underrepresented customer groups.
Supporting current traders to enhance their offer and attracting innovative new businesses are other core priorities of the Strategy, supported by improvements to the trader experience, safety and operations, environmental sustainability and more.
The Strategy is structured around the following Core Market Elements:
- An authentic Market experience: the Market will be a thriving and vibrant place to visit day and night, with diverse offers and experiences for every budget and lifestyle, and a greater diversity of businesses.
- A reinvigorated fresh food hub: the core fresh produce offer will be preserved and expanded to introduce more variety, including more specialisation; dry goods; seasonal local produce; and convenient options such as semi-prepared and ready-to-cook/eat items alongside raw ingredients.
- A showcase for diverse retail: diversified and enhanced specialty shopping and services offer to serve the inner-city community while continuing to cater to current customers. This includes the introduction of new precincts focused on local needs, ‘Melbourne Makers’ and a new business incubator.
- An immersive food destination: expanded and diversified hospitality offer across the day and evening to provide more food and drink options to enjoy onsite/take home, including evening dining and bars, more quick/casual food and drink, produce sampling/grazing, and enhanced hospitality hubs at key entry points.
- An active and animated precinct: more curated and cultural events, regular programming and collaboration with major Melbourne festivals, activations and more to attract a range of people across the week, day and night.
Other key areas that will improve the visitor experience include:
- Enhanced retail configurations; improved wayfinding/signage; and more placemaking, seating, weather protection and pedestrian-friendly spaces.
- Over time, some parts of the Market will open more days and into the evening with a focus on hospitality, events and activations.
What informed the Future Market Strategy
The Future Market Strategy was informed by extensive data, research, insights and trader/customer feedback, as well as being aligned to Renewal Program plans.
The vision, priorities and actions outlined in the Strategy align and depend upon the City of Melbourne Renewal Program, which is focused on retaining and restoring the Market’s historic structures and improving facilities for traders and customers.
A draft Strategy was released on 14 April 2021 for feedback, with 300 stakeholders sharing their views, including Market traders; customers and local community members; and stakeholders across government, heritage groups, business, industry and more. This feedback was considered in the final Strategy alongside the requirements of QVM management and the City of Melbourne.
An overview of the feedback process, summary of feedback themes, Strategy changes and other actions to address feedback can be downloaded on our website here.
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 2019-20 Queen Victoria Market Pty Ltd Annual Report is available through the link below.Read more