New face at the market

“I grew up in the farming community,” she said.

Tipper, 32, comes to the market from Impression 5 Science Center, where she served as a member of its communications team. The daughter of a dairy farmer, she grew up in Ravenna — a small town east of Muskegon — and earned a bachelor’s degree in hospitality and tourism management from Grand Valley State University.

Tipper moved to Lansing in December, but she has already taken steps to learn more about the community. One of the first things she did after moving to Lansing was to become a certified tourism ambassador through the Greater Lansing Convention and Visitors Bureau.

“I was impressed and amazed by the things Lansing has to offer,” she said. “I’m excited to be part of this community.”

Tipper’s hiring is the latest change in a summer full of changes for the market. The market is transitioning from its farmers market roots to what LEPFA president and CEO Scott Keith calls an “urban market” — a food market with an emphasis on artisanal foods and pre-made offerings.

Tipper said her first priority is to bring in new businesses that reflect the market’s new focus and then to increase foot traffic to support these businesses. A statement from LEPFA hints at a new “anchor tenant” for the market, but the group hasn’t publicly announced the new business yet.

While Tipper’s main responsibility will be recruiting and retaining vendors, she will also help to plan events and other activities designed to bring people to the market. She cited the market’s Food Truck Mondays and Jazz on the Grand as successful events she hopes to continue next summer. She is thinking about fall and winter events to keep traffic up during traditionally slower months.

The market is betting big on its rebranding efforts. Dwindling foot traffic has led to several vacant stalls as many vendors have left. Tipper is hopeful that the market´s new focus, coupled with efforts to take advantage of the market´s riverside location, will draw in enough traffic to revitalize the flagging market.

“There are definitely some challenges,” Tipper said. “I’m optimistic, though.”