The Rock Family of Companies plans to fill downtown Detroit this spring and summer with more than 30 local vendors, a chef incubator, a farmers market and beer garden.

The Downtown Detroit Markets program is an extension of the small market concept started last winter by the Dan Gilbert-owned company. It is produced by Bedrock Detroit and the Quicken Loans Community Investment Fund through a deal with the Downtown Detroit Partnership, which operates the city's downtown parks.

"We wanted to continue to give entrepreneurs a platform," said Francesca George, director of tenant relations and experience for Bedrock. "We wanted it to be affordable. We want them to be profitable and to succeed."

Its inaugural run netted a total of $2 million in sales for more than 50 small businesses and entrepreneurs. With the city's thirst for more retail, and a growing pool of local startups, Bedrock is moving to build upon the program.

The market is set to open May 24 in Cadillac Square, Capitol Park and 1441 Woodward Ave. Vending in Detroit's public parks will be split up into two approximately six-week periods. The second one starts in early July and runs through early August. At 1441 Woodward, 12 vendors will be set up May 24-Aug. 31.

The spring/summer batch of vendors includes a mix of new and returning small businesses, 50 percent of which are based in Detroit and most of which sell clothing and accessories. Ashley Gold, former star of truTV's "Hardcore Pawn," is returning to support her online jewelry business. Tee Capel, owner of Fly Behavior, is also returning, as a vendor and creative consultant for the 1441 Woodward Collective.

Capel made $25,000 in sales at 1001 Woodward Ave. over the winter and forged a partnership with Bedrock to help curate vendors. In exchange for her help, Capel said she is receiving "discounted" rent at the market.

"There's not a whole lot of small retail downtown," she said. "We wanted to keep the momentum going and focus on creating an experience for local businesses in the middle of downtown."

The markets will also include mobile carts along Woodward run by Detroit Dough, Detroit Marshmallow Co. and Susan's Tart Shop.

In Cadillac Square, Central Kitchen + Bar is planning to partner with the DDP for a beer garden. In Capitol Park, there are plans for a weekly farmers market and to team with Birmingham-based Heirloom Hospitality Group LLC to bring in a rotation of local chefs for a few days at a time to prepare custom plates.

"It really is just giving chefs that maybe can't afford brick and mortar an outlet to create a fun dining experience in the city that is constantly changing," George said.

Details on the beer garden, farmers market and chef incubator are forthcoming.

Cost to vendors for renting space at the markets for the six-week period ranges from $250 for a spot at 1441 Woodward to $1,000 for a 130-square-foot glass booth in one of the parks. Vendor locations are not yet finalized.

New time around: Bedrock will begin charging vendors 6 percent of sales after they achieve a certain amount of sales. George declined to specify that number, but said it was "high" and the move is meant to cover permit and construction costs, not to make money.

George said about 175 vendors applied for 30 spaces this spring/summer, compared with 75 the first time around. To handle the overwhelming interest, Bedrock teamed with Capel to create a local entrepreneur-driven shopping and selling experience.

"We really wanted to keep the momentum going and keep the relationship with customers going," Capel said.