The number of public markets in the United States increased from more than 300 in the 1970s to more than 8,600 by 2016. This increase in markets is related to changes in food production, localism and the local food systems movement, socioeconomic changes, cultural changes, and perceptions of embeddedness. Research on the underlying conditions for the success of public markets is scant in the United States, and especially in the USDA Southwest Region. This study provides analysis of public market locations as compared with non-market locations by drive-time trade areas during a 20-year period, 1996 and 2016, to gain further insights into factors leading to their success. The results from logit regression analyses and simulations of socioeconomic, college-town status, and climate-grid classifications find an increased likelihood of public markets with population, education, college town status, and some climate-grid locations. Median income, surprisingly, has an inverse relationship with public market success. Qualitative data and a literature review point to three types of embeddedness that motivate customers to attend public markets. This study concludes that "local nontradable consumer goods" tied to place are offered at these "nontradable consumption amenities." These amenities are "third places" that promote social interaction and become important places …