The concept is based on the ‘Mill Market’ model; a permanent indoor space for individual store holders to ‘spruik’ their wares in the one site.

The idea has already gained traction in Sale, with an ‘in principle’ rental agreement signed with owners of the former Cobb and Co site in Raymond Street.

The concept is being pushed by the owner of tourism product and service provider Squirt Hyland, Mark Watson, who is also the operator of the Sale, Maffra and Stratford farmers markets,

“I’ve got about 150 casual storeholders in my database from Warragul to Lakes Entrance... speaking with them all, there’s definitely a need out here for a permanent venue, where they can keep their wares full time,” Mr Watson said.

According to its website, a Mill Market “allows small business operators, hobbyists, collectors, artists or community groups who otherwise could not afford the overheads of their own shops to showcase their goods”.

The Mill Markets are now operating in seven sites across the state’s western district, and Mr Watson said he was “without a doubt confident” the model could be successfully implemented in Morwell.

Mr Watson said 12 out of 22 possible shops had already been booked for Sale, and a grand opening was planned for March.

While Mr Watson has pursued implementation of the idea on both the Sale and Morwell fronts, he said the Sale deal is likely to delay efforts in dedicating his attention to the Morwell project.

“We’re unsure at this stage whether the suitable building can be obtained for the appropriate lease,” Mr Watson said, adding he had pursued the former McKay’s Hotel venue on Commercial Road as a potential indoor market site.

Current owner of the premises, Wayne Loechel, confirmed he had been in preliminary discussions with Mr Watson over a potential rental agreement for the hotel, but would not give any indication of the likelihood reaching a leasing agreement.

Latrobe City manager economic development Geoff Hill said council was in contact with Mr Watson, and had offered support and advice about the project’s potential requirements for planning and food safety permissions.