Widnes Market saw a 25% drop in footfall after car parking charges were introduced at the nearby Green Oaks Shopping Centre.
Figures published by Halton Borough Council showed nearly 252,623 visitors went to the market in May this year, but that number plunged to 189,786 in June. This coincided with the end of a grace period offered at the car park, with penalty charge notices (PCNs) being issued from May 24 to anyone who failed to pay the £1 parking fee.
Footfall recovered by 8% during July, returning to just above 205,000. The car park is part of neighbouring Green Oaks Shopping Centre and is the closest place to park to access council-owned Widnes Market.
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There are no fees to park in the Morrisons supermarket car park next door.
The introduction of an automatic number plate recognition (ANPR) charging system in the Green Oak car park was roundly condemned when pay signs and a bank of pay machines appeared in April this year, with no discount for blue badge holders.
Derek Twigg, Labour MP for Halton, branded it “terrible” and a “totally short sighted decision by the new owners of Green Oaks, Austringer Capital Ltd”.
Managing agents Savills said the charges were needed to “generate further investment to guarantee the best possible experience for its customers” following the pandemic”.
Halton Council made representations to try to persuade the shopping centre owners to reconsider, and managed to secure an agreement to provide machines payable by cash and to keep the arrangements under review pending footfall impact.
The footfall figures were published in a Widnes Market Business Plan produced by the council, whose executive board was due to mull its contents and “the key ingredients needed to continue to make Widnes Market successful” this Thursday at the Municipal Building in Widnes but all council meetings have now been cancelled for the week as part of the national period of mourning.
According to the report, the market generates a “modest profit”, which stood at £262,092 in 2021-22. Managers are looking to reduce costs, boost customer experience, and protect and increase income.
Proposals include extra seating to complement an outdoor picnic area, “creating a buzz” with themed weeks such as “Vegan Week”, and ramping up promotions and marketing including on public transport, social media including Instagram and radio - which the report said “acts as a subliminal trigger” supported by other advertising. Its website has also been “overhauled”.
Initiatives already in place include discounts for long-term and second leases, Wi-Fi, and the offer of loyalty cards.
The report said “weaknesses” and “threats” include “unwillingness” among some traders to change or allow car payments, and “visual merchandising or sales skills”. It added the “snob” factor among some shoppers prevents them from visiting the market.
The entrances were also branded “not inviting”, and the business plan noted a “lack of police/PCSO (police community support officer) presence” in addition to other shopping facilities.
It said annual footfall figures were already falling before the covid pandemic, dropping from 4,011,000 in 2017 to about 3,445,000 in 2019, before collapsing to below 2m in 2020, rebounding slightly in 2021 to 2.1m.
In conclusion, it said: “Widnes Market’s heritage and reputation has held it in good stead for a number of years. Overall, the business plan establishes that Widnes Market is financially viable and generates a profit.
“However, the business plan recognises that our market needs to continue to be commercially and financially viable, whilst providing a valuable service to visitors and the residents of the borough. The role of marketing is going to be vital in re-engaging shoppers and visitors.
“However, there are external factors which will also impact the future of Widnes Market, such as the car parking meters which have been installed on the car park opposite Widnes Market.
“These have been installed by the new owners which is having a significant impact on the numbers of customers visiting the market.
“Also, currently there are bus strikes which is also preventing the customers from visiting Widnes Market.
“Both these situations are beyond the control of Halton Borough Council.
“Widnes Market occupancy rates of not less than 90% will be the target for 2022-2023.
“Our sole aim should be to promote this vital community hub, using all the tools at our disposal.
“We look forward to celebrating Widnes Market for many years to come.”
The ECHO approached Austringer Capital and Savills for comment.
A Savills spokeswoman said: "As managing agent of Green Oaks Shopping Centre in Widnes, Savills can confirm that an ANPR system was installed in April 2022 and a tariff of £1 per day (12am to 11.59pm) was introduced.
"This does not include the adjacent Morrisons car park.
“Following the Covid-19 pandemic, in order to generate further investment to guarantee the best possible experience for its customers the centre introduced this charge in order to maintain the parking facilities.
"Savills appreciates that the car park has always been free to customers of Green Oaks and therefore has ensured the charge is nominal so the car park remains accessible to all.”
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