SHOPPERS in Chippenham can at last get a break from expensive parking fees with the introduction of a new scheme from the Chippenham Business Improvement District.

Traders have welcomed the new pilot parking scheme, called Free After Three, today in the Emery Gate and Borough Parade car parks in the town.

The initiative will see parking cost nothing after 3pm every Thursday in the two town centre car parks in the hope of boosting local trade.

The scheme will run until the end of December and will be reviewed towards the end of the pilot.

Chippenham BID manager Carolyn Brownell 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.

“Both retailers and office businesses are reliant on parking, however, research shows that there were times when parking levels at Emery Gate and Borough Parking 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. Businesses in the town should waste no time in promoting the scheme to help build their trade on Thursdays.”

Chippenham BID decided to run the scheme on a Thursday as research shows the town is consistently quieter after 3pm on this day and, in the lead up to Christmas, it is often an evening used for late night shopping.

Simon Webb, manager of Butler’s Butchers in Borough Parade, said: “I think it will help bring people into town. We could change our times to be open later on a Thursday if it really takes off, or have exclusive Thursday only offers.”

Fellow trader Rita Huston, of Paprika, said: "I certainly hope it will be good for business. We welcome anything that encourages people come into the town and stay for longer."

The car parks are Wiltshire Council-owned and the cost of the pilot will be absorbed by the Chippenham BID who considers it to be a good investment to help encourage footfall in the town.

Shoppers will need to display a ticket if they are arriving after 3pm and the machines will reflect the fact that parking is free after 3pm if drivers arrive prior.

Chippenham BID chairman Melody Thompson said: "This initiative is an example of how the Chippenham BID can react to key issues that have a direct impact on levy paying businesses, and can use available information and resources to develop solutions.

“Parking has been highlighted as an important issue, so it is right that the BID addresses the problem as a priority.”