Page 24 - Waterfall City Issue 3 March 2023

Waterfall City News

A WEEKEND OF

CULTURE AND FOOD

By Naazeem Osman, executive chairman: The HLM Group

C alling all market lovers! Mall comedians and entertainers. In

addition, there’ll be a children’s
of Africa looks forward to
entertainment area, in collaboration
welcoming you to The Halaal
Lifestyle Market (HLM),
taking place from 17 to 19 March in with The Fun Fair.
collaboration with Waterfall City Park. We’re keeping to our mission of
supporting and empowering small,
The aim of HLM is to reflect the medium and micro enterprises
community around us and become part (SMMEs). We’re also giving
of both the social scene and the larger opportunities to startups so they can
neighbourhood. So, the real business boost brand awareness as well as sales.
that we’re in is the hospitality business.
This market is like any business: it’s
That means we’re in the business of current and relevant, and vendors
making people happy. Hence, the are efficient and productive. We’re
market is a place where people can presenting an environment that people
come and hang out with their families, want to come to, not only to shop but
grab a bite to eat and shop. also to hang out and enjoy themselves.
What we see evolving is what works for
When one sets up a lifestyle market, people: having a retail place close to
the goal is to see it grow and evolve home that is relevant to their lifestyle and
to appeal to as wide a clientele as scaled correctly – a place they can relate
possible. In South Africa, markets of to and in which they feel comfortable.
this nature have proven to be popular,
and they’re growing quicker now than Most event companies design their
ever before. events based on numbers. Not us. We
start by asking the following questions:
The appeal of such open-air markets • What does the community need?
is many and varied: there’s the • What do they want?
social aspect, the colourful stalls, • What do the retailers need?
the attractive goods on display, • How are we going to drive sales?
the freedom of movement and the • How are we going to be productive?
entrepreneurial spirit of it all. Visitors • How are we going to create a great
get to interact with vendors and environment?
artisans in a fun, informal environment.
It’s a cool, relaxed experience. We then look at the figures, and ask:
Can we make sense of this?
We invite you to indulge in various eats
and treats from every continent. Our Ultimately, we want people to say to
gourmet vendors will offer the public themselves on the morning of the
a world of tastes in one place. There market: “I’m off to HLM to chill with some
will be a wide variety of products and friends. It’s a cool place to go.” If we get
delights for you to choose from. you to say that, and if our market is a part
of your weekend, we’ve done our job.
The HLM will also be hosting local
talent, so visitors can enjoy upcoming https://halaallifestylemarket.co.za/

22 Waterfall City Issue 3 2023