Gov says no to cheaper Christmas shopping parking

Thursday 26 November 2020

The Government has said that £14k into cutting parking prices in town over Christmas "is not thought to be being pursued", stating that it was not possible to do so with the digital parking app.

Parking subsidies were due to be one of a number of measures featuring in the Parish of St. Helier's bid to get more islanders shopping in town over the festive period - but they were not mentioned when the Government announced it would be contributing £35,000 to the plans earlier this week.

A report accompanying the Ministerial Decision signed by the Economic Development Minister to release the cash has since been published, revealing that the Parish initially applied for £40,000.

However, it was decided what the Parish was asking for would actually cost £80,000, and that it "has since evaluated what is practical to deliver in the available time and is expected to commit to a smaller but still significant sum.” The result was the £35,000 contribution from the Government.

Pictured: The Parish had initially hoped to be able to slash parking prices to encourage islanders to shop in town.

Part of the Parish's initial request for support was to help with subsidised parking, which they said would increase trade in quiet times and help vulnerable people - something the Consumer Council has previously called for.

The Ministerial Decision noted: "A budget of approximately £14,000 to support limited parking subsidies is now not thought to be being pursued, on the basis that putting any concessionary measures in place before Christmas via the digital parking application will not be possible and because parking subsidy options are generally not well aligned with current transport or Car Park Trading Fund policy."

Pictured: The £35,000 comes as footfall in town has taken a significant hit in 2020.

The £35,000 that has been given to St Helier has been used to fund features like video displays in windows and music being played in town. The funds have also been used to provide shoppers with umbrellas to incentivise them in during bad weather.

Responding to the report, Consumer Council Chair Carl Walker told Express: “The Consumer Council has previously suggested to the Government a range of ideas that would encourage more people to spend their money locally by bringing down some of the barriers that put people off going into town. 

“These included the Spend Local voucher, as well as free parking on a Saturday and even free bus journeys on Saturdays - and possibly Sundays too for the Christmas shopping period.

“However, it seems the allocation of funds given over to St. Helier are instead being spent on a range of initiatives to enhance the shopping experience for consumers when in the town centre. While that should be applauded, the problem is, consumers need to get to the town centre first!”

He continued: “It is far easier - and often cheaper - for a consumer to go online and do their shopping from the comfort of their own home, rather than drive into town, find a parking space and then clock watch the whole time, or pay for a bus journey. We feel strongly that removing those barriers might just encourage more consumers to use St. Helier.

“We know that these solutions alone will not be the saviours of the high street, but it at least gets more consumers into town and gives local retailers a real chance to offer a first rate customer experience, be transparent with their prices and demonstrate to Islanders that their custom is valued and appreciated.”