Torre Abbey Christmas Market traders plea for support

The organisers of the inaugural Christmas Market at Torre Abbey have appealed for help to secure the future of the new event. 

Nikki Fairclough and Oliver Bainbridge, business partners at the event company Exeter Bar Co, have issued a plea to visitors to support the market after severe weather conditions significantly impacted footfall.

The market began last month, featuring nearly 40 local traders in the historic grounds of Torre Abbey, which overlook the idyllic Torre Abbey Meadows and Torquay’s seafront.

Nikki, who managed the bar at the Exeter Cathedral Christmas Market in 2022, explained that the Torquay Christmas Market was initially planned for the recently regenerated Strand. However, infrastructure and space limitations made this location impossible.

“When the council proposed moving the market to the Abbey, we thought, ‘Wow, this building is spectacular, and the planned projections onto the Abbey are world-class,’” said Nikki. 

She emphasised that while the council was incredibly supportive in helping launch the event, time and nature were against them, as they had only eight weeks to prepare the site and secure traders.

“Torbay has some of the South West’s best festival food brands,” Nikki shared. “But the sad reality is that many don’t trade locally because events are often held farther afield. Many were thrilled at the chance to trade in their hometown at an event like this.”

One of the major challenges of organising a successful Christmas market is accurately predicting bar revenue.

Nikki explained: “The bar underwrites everything on the site. By the time we’re finished, over £80,000 is spent on toilets, security, the marquee, and other essentials. The bar needs to cover all those expenses. We’ve kept prices as low as possible to attract visitors while aiming to meet that critical target.”

Nikki and Oliver both work full-time jobs alongside their events business. If they fail to meet their revenue forecasts, any deficit comes out of their own pockets.

After having to close the market on Saturday, December 7, due to the severe winds brought by Storm Darragh, the remaining weeks of trade need to perform exceptionally well for them to break even.

Nikki added: “At best, we will break even. At the very worst, we will lose money, which will go straight out of my salary from my daytime job. This is where the challenge comes because it means the event will be completely untenable for us next year.”

Despite these challenges, feedback from traders and visitors has been overwhelmingly positive.

Carla, who runs the Coffee Shop, said: “The feedback from our customers has been great. They love the market, they love the lights, and they are hoping it returns bigger and better next year! The fact it’s free means that they have money to spend on food and drinks, so it's a win-win. Nikki and Oliver have done an amazing job in a short space of time.”

Chloe Phillips, owner of Glitzy Girls Sweet Treats, shared similar sentiments: “The feedback has been fantastic. People love the market, the lights, the location, and the value compared to other markets. We’ve had customers return multiple times for our waffle sticks, chocolate strawberries, and donuts. We’re proud to be part of the Torre Abbey Christmas Market.”

Above: Glitzy Girls Sweet Treats

Fortunately, trade has improved over the past week due to drier weather, and Nikki remains hopeful that this trend will continue once schools break up for the holidays.

If the market continues in future years, the possibility of extending it further onto the meadows could enhance Torquay’s appeal as a must-visit Devon destination for festive displays.

Expressing gratitude to those who supported the event, Nikki said: “Apex Scaffolding rigged the lights for us free of charge. They love Torbay, the Abbey, and working with the people here. They want to invest in the local area.”

“The alternative is for the council to contract a large events company that brings its own food traders, but that would take money out of the bay—and that’s the problem.”

Nikki also defended the council’s decision to host the market at the Abbey rather than The Strand, noting that it helps safeguard the surrounding permanent hospitality businesses.

Torre Abbey Christmas Market is open 3pm to 7pm Monday to Wednesday, 3pm to 9:45pm Thursday and Friday, 10am to 9:45pm Saturday and 11am to 7pm Sunday. It will run until 7pm on December 22.