Traders fear a hike in car parking fees will put shoppers off from visiting Wallingford and hit businesses.
From April 4, parking fees in Wallingford and other car parks across South Oxfordshire will be going up by 40p. Permits will only be valid for the specific car park they are issued for and are not transferable.
One hour's parking remains free, but then the fee for up to two hours goes from £1.20 to £1.60. For up to five hours, the charge rises from £2.20 to £2.60, and up to eight hours the price increases from £2.60 to £3.
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South Oxfordshire District Council said the changes were being introduced to help ensure the car parks break even, with the aim of ensuring that users cover the cost of the service, rather than council tax payers.
But business owners like Jim Crowder, who runs The Town Arms pub and B&B, feel that the rise could deter customers from coming into the town. He said: “I do not have parking on site. My guests have to either find free parking on the road or stay in a pay and display car park.
“It has previously changed from being free on Sundays. Now with the price hike, I think customers will be less happy to come here.
“People do not want the prices to go up – they want them to stay as they are.”
The car parks affected in Wallingford include Thames Street, St George’s Road, Cattle Market, Riverside and Castle Street.
Changes will not apply at Goldsmiths Lane, which is part-owned by Wallingford Town Council and a private developer.
Rob McGregor, owner of The Keep bar, said: "It just puts people off from coming to the town. At a time when costs are going up everywhere, this is something that will definitely influence their decision about coming into Wallingford.
"It adds to the cost of living.”
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Jim Harris, from Jim Beans Coffee Company said: “No one likes a price hike, but if someone needs to come to town for whatever reason, they’ll have to pay the price and that is the problem.”
Councillor Sue Cooper said: “The cost of parking in South Oxfordshire remains low compared to other areas and we continue to support shoppers and local businesses by providing a free hour each day for all motorists.
“Half price permits continue to be available for electric vehicles and the measures we’ve agreed will help to ensure our car parks remain financially sustainable while at the same time encouraging people to consider more sustainable low or no emission travel options which will help to reduce the district’s carbon footprint.”
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