And for years the council has been firm in its stance that this measure would not be in the best interest in of the town but, with local elections less than a year away, senior councillors have panicked and dipped into their shrinking budget to subsidise car parking.
To put forward a position opposing this measure will not be wildly popular but decision making is always best when there are groups prepared to stand up and challenge. Having people who look at assumptions twice before proceeding is good for democracy.
Our high street has always changed and anyone wishing to turn the clock back twenty or thirty years will be sadly disappointed. Tax 'efficient' Amazon and shopping via smart phone have disrupted the old retail model to such an extent that bricks and mortar retail chains are on the edge of viability. The multinational retailers long ago decided that huge retail parks that drew customers from a large area was the only way to create the efficiency of cost that would keep them going.
Sadly our Council have made a basic mistake, a mistake that I have seen other managers of legacy businesses fall for. They have chosen to fight the opposition on their ground, trying to compete where the council is weakest and retail parks are strongest. By promoting two hours of free parking reinforces the fact that parking charges exist. Retail parks can offer free parking twenty-four hours a day all year round.
If this decision was forced on the council by M&S closing, what sort of panic would Binns’ demise cause? Four hours free parking? If another big name were to go, what next? The evolution of retail will not be stopped by a race to the bottom in parking costs. Remember, a round trip to Teesside Park cost £12, according to the AA, so it is not transport costs that make people decide.
Managing the change to a new healthy and vibrant town centre will not be easy and it will not be cheap. By giving away parking the council is deliberately cutting their income and reducing the amount of money available to spend on the town.
Instead, the council should be concentrating on winning where retail parks are weak. Our unique sense of place and history, a place to meet friends and be entertained, a range of one off shops and special events. The recent food festival was a prime example of this. It was a great success and the organisers are to be warmly awarded for their hard work.
A great change for our new town centre would include changes to planning to allow people to live in the empty spaces above shops, creating a new community in the heart of our town. Also more work needs to be done to make active travel into and out of town easier, quicker and safer.
This council needs to stop acting like King Cnut, trying to stem the tide of change, and instead fight to our strengths and plan for a new future in our town centre.
Matthew Snedker
Coordinator, Darlington Green Party