Milwaukee: A Vibrant Market City

Abstract

The graduate Urban Planning student team partnered with market leaders and community organizations to explore Milwaukee County's public market ecosystem and its role in strengthening neighborhoods, supporting local businesses, and expanding access to healthy food. The project examined nearly 50 farmers markets, market halls, merchandise markets, and food truck clusters across the county through mapping, case studies, policy analysis, and stakeholder engagement. Students evaluated how markets contribute to economic development, placemaking, entrepreneurship, and community connection while identifying opportunities to improve collaboration, infrastructure, and municipal support. The result is a strategic framework to help Milwaukee County continue building a vibrant "Market City" where public markets serve as drivers of equitable growth and community vitality. This project was recognized with a planning excellence award from the American Planning Association Wisconsin Chapter.