A pilot scheme offering free parking in Chippenham town centre after 3pm on Thursday afternoons has been launched by the town’s Business Improvement District (BID).
The Free After Three scheme, launched yesterday, is aimed at boosting trade for town centre businesses and follows extensive research by the BID into the use of car parks and how charges impact on people coming into the town. 
While Chippenham town centre has very few empty shop and office units, a lack of car parking is still seen as an issue by businesses. Wiltshire’s largest town – with a population of 45,000 – Chippenham is the county’s only centre with a shortage of parking spaces.
However, the BID’s research showed that its two main town centre car parks serving the Emery Gate, pictured, and Borough Parade shopping precincts were underused after 3pm.
BID manager Carolyn Brownell, pictured below, said: “Parking remains an issue for the town, as it does with many modern cities and town centres, and the BID is committed to helping address the problem.
“But with no easy solution it is important to have an accurate view of the situation and to think strategically. The research into Chippenham parking has been invaluable in illustrating the true extent of the situation, as well as highlighting some opportunities to better manage the resources we have. 
“Both retailers and office businesses are reliant on parking. However, the research showed that there were times when parking levels at Emery Gate and Borough Parade dropped off later in the afternoon. It makes sense to utilise this slack period by offering a period of free parking as an incentive for people to visit the town centre and the BID area.”
She said Thursday was the best day for the scheme as it was traditionally when people did extra shopping and business. The pilot was also well timed as the town geared up for the key Christmas shopping period.
“As well as helping shops and offices, the Free After Three scheme should also help improve the all-important evening economy, as people can now take advantage of everything Chippenham has to offer after office hours, including our fantastic restaurants, bars and entertainment venues, without worrying about parking,” Carolyn added. “Businesses in the town should waste no time in promoting the scheme to help build their trade on Thursdays.”
The BID, which was launched last November after being approved in a ballot of town centre businesses, is seeking to improve Chippenham through a range of marketing initiatives and events.
Half the BID’s five-year £1.5m budget will be spent on marketing and promoting Chippenham regionally and nationally – the first-ever coordinated campaign to raise its profile as a vibrant business centre and visitor destination. It unveiled its Chippenham Connected – which features the town’s iconic, Brunel-designed Western Arches – brand in June.
Other areas to be funded include providing free, wide bandwidth wi-fi, keeping the town centre clean, safe and welcoming – the BID has already appointed three ‘welcome hosts’ – and helping businesses reduce costs.
