With Cheltenham Festival just around the corner, the town is set to welcome a surge of visitors. To ensure local residents continue to frequent the town centre amidst the bustling event, Cheltenham Borough Council is offering free parking at the Town Centre East multi-storey car park.
Normally, parking fees at Town Centre East range from £1.50 for the first hour up to £8 for stays longer than four hours. The car park operates from 8am to 8pm Monday to Saturday, and 10am to 8pm on Sundays. However, between Tuesday and Friday next week (March 10 to 13), the council is waiving parking fees from 12pm until closing at 8pm.
This initiative is part of the ‘Pop to Cheltenham’ campaign, a collaboration between Cheltenham Borough Council, Cheltenham BID, and the Cheltenham Chamber of Commerce. Its goal is to encourage residents to support local retailers and businesses during the festival when many shops and services remain open but experience quieter periods.
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Councillor Peter Jeffries, deputy leader and cabinet member for finance and assets, commented, “While the festival brings vibrancy to Cheltenham, some town centre businesses see quieter times. By providing free parking, we want to make it easier for residents to visit and support these local enterprises.”
Several local businesses have noticed a dip in footfall during the event. John Lewis, located in the town centre, is inviting residents to enjoy a more personalized and relaxed shopping experience during these quieter hours. Lexie Hill, John Lewis partner and community specialist, said, “The festival quiet spell is the perfect time for locals to explore our new spring-summer collection with attentive service.”
Steven Murray, president of the Cheltenham Chamber of Commerce, emphasized the importance of resident support: “By visiting shops and independents during quieter times, locals provide vital assistance to businesses impacted by reduced footfall during race days.”
Francesca Inman, chief executive of Cheltenham BID, added, “Partnering with the council and Chamber of Commerce, we’re glad to offer free parking to encourage residents to enjoy and support Cheltenham’s unique local businesses during the festival.”
Please note, the free parking offer applies only to the Town Centre East council-run car park and is not valid at other council car parks, private car parks, or on-street parking.