Date of Award

Fall 2025

Degree Type

Thesis

Department

Moore School of Business

Director of Thesis

Doug Woodward

Second Reader

Joseph Von Nessen

Abstract

This study examines the role of Soda City Market in the economic and social revitalization of Columbia, South Carolina’s Main Street district. Since relocating downtown in 2012, the market has evolved from a small farmers market into a major cultural and entrepreneurial hub attracting more than 300,000 visitors annually. To evaluate its impact, the study integrates two primary methods: a vendor survey capturing business characteristics and an IMPLAN input–output model estimating the market’s economic effects within Richland County. Survey results from 25 vendors reveal a diverse and culturally representative business community in which Soda City serves as both an incubator for new enterprises and a stable platform for long-term vendors. Participants report significant business growth, expanded customer reach, and increased financial stability, with the market providing an average of 46% of annual vendor revenue. IMPLAN analysis indicates that Soda City generates approximately $5.23 million in total economic output and supports 37.86 full-time-equivalent jobs under a weighted model that reflects the mix of producer and retail vendors. These findings align with national studies showing that farmers markets strengthen local economies by retaining revenue, supporting small business development, and stimulating supply-chain and household-spending effects. Taken together, the evidence demonstrates that Soda City Market functions as a catalyst for downtown revitalization and a model of how local markets can drive urban renewal, small-business growth, and community connection.

First Page

1

Last Page

33

Rights

© 2025, Sarah E. Lillard

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