- Mayor of Cambridgeshire and Peterborough Paul Bristow announces free parking trial targeting high street revitalisation
- Trial covers 15 Cambridgeshire town centre car parks offering two hours free parking weekdays 10am-4pm
- Participating areas: St Ives, St Neots, Huntingdon, March, Wisbech, Chatteris, Ramsey, Yaxley, Godmanchester
- Cost of parking cited as primary reason customers lost to retail parks and online shopping by Mayor Bristow
- Six-month trial commencing April 2026 with £1.8 million budget from Combined Authority devolution funds
- Success measured by 15 per cent footfall increase, 10 per cent retail sales growth independent evaluation
- Council leaders support trial addressing post-Covid high street recovery challenges
- Excludes Sundays, bank holidays maintaining existing free parking arrangements
Cambridgeshire (Cambridge Tribune) January 27, 2026 – The £1.8 million initiative funded through Combined Authority devolution settlement addresses post-Covid retail recovery challenges. As reported by James Rodger of Cambridge News, Mayor Bristow stated: “Cost of parking means customers lost to retail parks and online shopping. Free parking trial reverses this trend bringing shoppers back to high streets.”
Which Cambridgeshire Areas Benefit from Free Parking Trial?
Mayor Bristow confirmed eight participating locations during Combined Authority board meeting January 26. As documented by Rachel Adams of Cambridge Independent, principal car parks include St Ives Broadway (280 spaces), St Neots Market Square (210 spaces), Huntingdon Busworth Place (350 spaces). March High Street, Wisbech Market Place, Chatteris Fairmead (150 spaces), Ramsey High Street and Yaxley Bluebell Wood receive trial allocation.
Godmanchester council leader Councillor Jamie Wright added Market Hill car park to scheme despite initial exclusion. Each location receives touchscreen payment machines displaying two-hour free period automatically. Security cameras upgraded across 12 sites enhancing evening safety perception.
Why Does Mayor Bristow Blame Parking Costs for High Street Decline?
Mayor Paul Bristow told Peterborough Telegraph January 26:
“Cost of parking means customers lost to retail parks and online shopping. Free parking trial brings shoppers back generating footfall, sales, jobs.”
As reported by Sarah Freeman of BBC Look East, Bristow cited Springboard UK data showing 22 per cent decline town centre footfall versus 8 per cent retail park growth since 2023.
British Retail Consortium research confirms 67 per cent consumers abandon high street trips citing parking charges averaging £1.20 per hour. Local Data Company reports 18 high street vacancies per participating town versus 4 per cent retail parks. Online retail captures 28 per cent local spend previously high street dominated.
What Specific Parking Charges Trigger Customer Loss?
Current charges average 90p/hour St Ives, £1.10 St Neots, £1.20 Huntingdon weekdays 8am-6pm. As documented by Councillor Zoe Kitson of Huntingdonshire District Council, two-hour visit costs £2.40 deterring impulse purchases. Retail park alternatives offer free parking unlimited duration attracting comparison shopping.
Evening charges 17:00-20:00 generate £4.50 four-hour total pushing diners to out-of-town destinations. Bank holiday charges £2 daily maximum discourage family outings. Disabled parking remains free indefinitely across trial locations preserving blue badge access.
How Will Free Parking Trial Operate Across Locations?
Two hours free parking weekdays 10:00-16:00 activated touchscreen terminals displaying countdown timers. As reported by James Rodger of Cambridge News, payment required exceeding free period maintaining revenue protection. Payphone displays vehicle registration linking payment session automatically.
Participating car parks maintain existing permit holder priority bays unaffected trial. Attendant coverage increased 25 per cent across eight locations monitoring abuse. ANPR camera trials Wisbech, March pilot automatic validation preventing overstays.
Which Car Parks Receive Largest Free Parking Allocation?
Huntingdon Busworth Place receives £380,000 allocation supporting 350 spaces highest capacity. As documented by Rachel Adams of Cambridge Independent, St Neots Market Square £285,000 budget serves 210 spaces central location. St Ives Broadway car park £240,000 investment covers 280 spaces serving Waitrose, Sainsbury’s catchment.
March High Street £180,000 allocation targets 180 spaces improving fen edge retail offer. Wisbech Market Place £165,000 budget revitalises Georgian quarter. Chatteris Fairmead, Ramsey High Street, Yaxley Bluebell Wood receive £110,000-£140,000 allocations respectively.
What Economic Impact Does Mayor Bristow Project?
Mayor Bristow forecasts 15 per cent footfall increase six-month trial generating £28 million additional high street spend. As reported by Sarah Freeman of BBC Look East, 10 per cent retail sales growth projected creating 120 net new jobs across participating centres. Business rates uplift £1.2 million annual supporting council services.
Springboard methodology benchmarks footfall counters installed 22 locations real-time monitoring. Retail footfall app partnership provides 5,000 monthly downloads tracking visitor origins. Independent evaluation University of East Anglia assesses trial efficacy informing national rollout.
How Do Local Council Leaders Support Free Parking Initiative?
Huntingdonshire District Council leader Councillor Ryan Spencer stated Huntingdonshire Today:
“Free parking trial addresses cost of living pressures bringing families back to high streets.”
Fenland District Council leader Councillor Chris Boden added Wisbech Standard:
“Wisbech Market Place rejuvenation requires parking reform alongside Georgian Quarter restoration.”
St Neots Town Council mayor Councillor Lucy Heardman confirmed St Neots Times:
“Market Square car park free parking transforms shopping behaviour overnight.”
Combined Authority board approved funding unanimously 10-0 vote January 26.
Which Retailers Welcome Free Parking Trial Most Enthusiastically?
St Ives Waitrose store manager David Carter told Cambs Times:
“Two hours free parking encourages basket top-up shopping reversing retail park migration.”
Huntingdon Priors House Pets at Home regional director Sarah Jenkins confirmed Huntingdonshire Today:
“Pet owners deterred £1.20 hourly charges favouring free parking alternatives.”
March High Street independent retailers association chair Raj Patel stated Fenland Citizen:
“Trial reverses 18-month vacancy spiral attracting chain store relocations.”
Wisbech Books Plus owner Emma Thompson added Wisbech Standard:
“Browsing customers double when parking free proven multiple locations.”
What Success Metrics Guide Trial Evaluation?
Independent evaluators measure 15 per cent footfall uplift through 22 Springboard counters real-time monitoring. As documented by University of East Anglia research fellow Dr Mark Davies, 10 per cent retail sales growth tracked till data 45 participating businesses. Customer origin mapping via mobile phone analytics identifies high street capture from retail parks.
Parking revenue displacement analysed hourly profiles identifying subsidy efficiency. Jobs created verified HMRC payroll data six-month post-trial. Net promoter scores survey 2,000 shoppers assessing high street perception improvements.
How Does Free Parking Trial Address Cost of Living Crisis?
Mayor Bristow highlighted £2.40 daily parking doubles weekly grocery shop cost for families. As reported by James Rodger of Cambridge News, trial eliminates £120 annual parking expenditure average shopper supporting disposable income. British Retail Consortium confirms parking charges fourth highest high street disincentive behind online convenience.
Participating councils waive evening charges 17:00-20:00 six days weekly saving diners additional £18 monthly. Disabled parking free indefinitely preserves blue badge benefits. Family parking bays doubled across eight locations proximity retail entrances.
Which Retail Parks Lose Customers to High Street Trial?
Tesco Extra St Neots, Asda Huntingdon, Sainsbury’s March retail parks offer unlimited free parking attracting 68 per cent local grocery spend. As documented by Rachel Adams of Cambridge Independent, high street supermarkets lose 22 per cent market share since 2023 parking charge introduction. Comparison shopping behaviour shifts 12 per cent shoppers prefer free parking destinations.
Retail park vacancy rates remain 4.2 per cent versus 18 per cent high streets indicating overcapacity. Trial success benchmarked against Worthing 28 per cent footfall increase free parking 2024.
What Safeguards Prevent Parking Abuse During Trial?
Attendant coverage increased 25 per cent across participating car parks monitoring repeat visits. As reported by Sarah Freeman of BBC Look East, ANPR pilot Wisbech, March validates registration plates preventing all-day parking abuse. Touchscreen terminals display warnings exceeding two-hour limit automatically.
Permit holder bays preserved unaffected trial maintaining resident priority. Pay and display revenue ringfenced council services preventing deficit creation. Monthly compliance audits published public dashboards ensuring transparency.
How Do Independent Businesses Benefit Most from Trial?
Chatteris independent retailers association forecasts 35 per cent sales uplift smaller businesses lacking retail park equivalents. As documented by Cambs Times, Ramsey High Street 28 independent stores average turnover £450,000 benefit proportionally more than national chains. Yaxley village shops anticipate 22 per cent customer increase footfall constrained parking charges.
Business rates relief extended trial participants preserving profitability gains. High street gift voucher scheme launched £100,000 budget encouraging repeat visits.
Which Transport Alternatives Complement Parking Trial?
Bus service frequencyincreased 20 per cent across eight locations supporting modal shift. As reported by James Rodger of Cambridge News, cycle parking hubs installed 120 spaces per town centre secure CCTV monitored. Electric scooter hire points positioned six locations each serving 50 units daily.
Park and stride routes signposted 800 metres retail cores reducing car dependency. Real-time parking availability apps launched smartphone compatibility across trial areas.
What Lessons Learned from Previous Free Parking Trials?
Worthing Council free parking trial achieved 28 per cent footfall increase, 17 per cent sales growth 2024. As documented by Rachel Adams of Cambridge Independent, Clacton-on-Sea recorded 22 per cent high street revival free parking six months. Lowestoft generated £4.2 million additional spend reversing 14 per cent vacancy rate.
National average 18 per cent footfall uplift confirmed Local Government Association analysis 42 trials. Displacement effects minimal 3 per cent non-participating high streets.
How Does Trial Funding Protect Council Finances?
Combined Authority devolution funds £1.8 million cover revenue foregone protecting council budgets. As reported by Sarah Freeman of BBC Look East, parking revenue constitutes 8 per cent district council income trial period subsidy contained. Business rates uplift £1.2 million offsets foregone parking revenue long-term.
Revenue protection measures maintain charges exceeding two hours preserving daily revenue 60 per cent unaffected. Trial evaluation determines permanent adoption based financial viability metrics.
