Pittsburgh Main Thoroughfares and the Down Town District / Improvements Necessary to Meet the City's Present and Future Needs

by Frederick Law Olmsted

In judging other possible solutions of this very perplexing problem it is important to consider the experiences of other large cities of the northeast states with the market business.

With only two exceptions all the markets of Boston, New York, Philadelphia, Baltimore and Washington have become less and less profitable during recent years. In some cases the business has fallen off so much that half the stalls are vacant, and in others the markets have had to be abandoned. The reasons offered by market superintendents and others for this general decline, upon analysis, may be summarized as follows: (1) With the increase in size of cities and the general change in habits, retail purchasers find it increasingly troublesome to go to a central market, and attach an importance to the convenience of purchasing from neighboring local provision dealers, and of having the goods delivered. (2) Owing also to general changes in habits of life, especially to the increasing specialization of knowledge and skill of all kinds, the average retail purchaser is becoming constantly less competent to form an independent judgment of the quality of provisions offered for sale, is more conscious of this incompetency, and is more and more dependent upon the reliability of the dealer; he is therefore less able to get any advantage from purchasing in an open competitive market. This again obviously makes for the advantage of the local provision stores. An index of this tendency is the increasing amount of ordering by telephone and otherwise "sight unseen."

Both the above factors, but especially the latter, are reflected in the fact that such of the public markets as are falling off least in their business are taking on more of the character of wholesale markets where the purchasers are experts representing either local retail provision dealers, or hotels, clubs and restaurants.

The two markets which have proved exceptions to the general rule are the Reading Terminal Market in Philadelphia and the Center Market in Washington. The Reading Terminal Market is owned by the Reading Railroad and is managed by a superintendent who has absolute control. It has been built up from nothing, fifteen or twenty years ago, to a flourishing business at present, and this has all happened in the face of the general decline in the market business throughout this section of the country. Mr. McKay, the superintendent, attributes his success to three main causes. In the first place, every consideration possible is given to the farmers; stalls are rented to them at about one-third the prices paid by city dealers and they are never ousted in favor of the latter. Furthermore, Mr. McKay spends considerable time canvassing the agricultural sections of the country within fifty miles of Philadelphia, hobnobbing with the farmers, getting them interested in selling their produce to the best advantage through facilities which he can offer them. In fact he does everything possible to encourage the farmers to make use of the market both for their own advantage and for his. In the second place, direct railroad connections furnish the best possible transportation facilities. Produce can be collected from the surrounding country at the least possible cost, and can be delivered to suburban residences much cheaper than by independent city stores. The third reason for success is able management. The market business, like any other, needs able management, and without that it is probable that any market undertaking, no matter how favored in other circumstances, will run a large risk of financial failure.

The success of the Center Market in Washington is apparently due mainly to the close relation maintained with the farmers and to its efficient general management.

It may be noted further that in Germany practically all the large public market houses have direct railroad connections.

In Pittsburgh the market business is apparently flourishing; and this in spite of the facts that no special encouragement is given to the farmers, that there are no direct or convenient transportation facilities, and that the management is not especially able. Considering the experiences of other cities, it is hard to account for this condition, but it is only reasonable to take warning and to expect a decline in the business sooner or later unless radical improvements are made.

It is to be considered furthermore that the city is not in the market business simply for the sake of getting a little revenue out of it. It is justified in conducting such an enterprise only on the ground that it provides a facility for the people which can not otherwise be well and economically provided. In the first instance public market places have always been established as a convenient means of purchasing provisions in an "open market," a place where prices are supposed to be determined by free competition among the producers with the minimum absorption of profit by the agencies roughly indicated by the term "middlemen." Under modern conditions, as the gap between the producer and the consumer has grown steadily bigger, the mere providing of a convenient vacant space in the city, where producer and consumer could meet and do their bargaining, has proved utterly insufficient. Apparently the recognition of the changing conditions has been so tardy on the part of those representing our cities in the administration of public markets, and their action so timid and temporizing, that they have left the bridging of the gap to commercial middlemen. In the course of the last two or three generations, therefore, the public provision markets have become largely places for a special group of middlemen, or retailers, to display their wares; in essence not very different from the natural groupings of other classes of retailers' stores in various quarters of the business district.

It is, therefore, of peculiar interest to note that the only two public markets in the cities investigated which have not shown a decline of business are those in which special, constructive efforts have been made, by the market administration, to maintain a close relation with the producer and to minimize the growing obstacles that tend to impede and complicate and make costly the operation of transferring goods from him to the consumer. Not only do these two exceptional markets with increasing trade point this moral very clearly; but at Boston, where the market is still very successful, though in diminishing degree and with an increasing emphasis on the wholesale end of the business, the superintendent is very clear in his view that it is upon the facilities offered to the farmers for direct sale from their wagons that the continued success of the market largely depends.