Parking charges ‘alienating’ shoppers

Council bosses have claimed there is “no evidence” a shake-up in parking charges has had a negative impact in Ludlow, despite the town's mayor saying it was “alienating” shoppers.

Shropshire Council’s performance management scrutiny committee was told that there had been “no evidence to suggest the new parking strategy is impacting negatively” on Ludlow.

But Councillor Tim Gill, Ludlow mayor, said the new charges were driving businesses away from the town.

He said: “We are 18 per cent down on trade since the new charges came in.

“What I find depressing is the position a lot of our independent traders are in.

“There has been a drop in trade since Christmas. Local people are no longer coming in and shopping. One retailer told me it has ‘totally devastated’ local trade.”

He added: “Once these traders are gone they will be lost forever.

“We are alienating those who come from around Ludlow to shop.

“Why would you come into Ludlow to buy some bread and meat and pay another £1.80 on top.”

It was also revealed that the council is set to absorb a £7,500 bill to allow people to purchase tickets digitally.

The committee was given an update on how the sometimes controversial changes – which have seen some tariffs rise – have bedded in across the county.

Kevin Aitkin, transport commissioner, told the committee: “A number of issues have been raised following roll-out including concerns with regards to increases in tariffs, the impact on the local economy, concessions for holiday lets and the reduction of on-street resident permit provision.

“Improvements to the parking service include improved ease of enforcement, improved customer satisfaction and more streamlined service with a large increase in chip and pin, contactless payments and digital ticketing.

“The data available in the period following implementation and observations on the ground give evidence of a change in parking habits with an outward migration from on-street parking bays to outlying off-street car parks”

He added: “Based on current transaction figures the cost of Shropshire Council absorbing the convenience fee on all digital ticket payments is estimated to be around £7,500 per annum.

“As well as enhancement of the service for customers there are significant savings benefits associated with the purchase of digital tickets.

“During the summer of 2018 a total of 155 new pay and display parking machines were installed in car parks across the county including four machines for outdoor recreation at a cost of £579,000.

“In Ludlow,  there is no evidence to suggest the new parking strategy is impacting negatively on the town.

“However, there is evidence that the parking behaviour has changed with increased usage of outlying car parks within the town.”