The plans, which are due to go before Cabinet on Thursday evening, include a rise in first two-hour tariffs and a 4 hour limit on short stay car parks. Independent traders warn the changes could reduce footfall at a time when many are already under pressure.
Following public reaction last week, Swindon Borough Council revised part of its Old Town proposal. The first hour charge, initially set to rise to £2.50, has been reduced to £1.70, which is still an 88% increase, and the second hour raising to £3, a 130% increase from £1.20.
While that amendment has been acknowledged by business leaders, many say it does not address wider concerns and especially for the town centre. They argue the issue is not just the level of increase but its effect on customer behaviour.
Independent retail across Swindon relies heavily on short and frequent visits. Traders say raising the first 2 hours charge creates friction before customers even leave their cars.
On Facebook, David Charter described the original proposals as “commercial suicide for Old Town”, while Robert Marsh called the increase “utterly and absolutely outrageous.”
Louise Sykes wrote: “Insane! For the council to have voted without consultation is surely wrong. A reduction in charges would have been more appropriate to entice more people to Old Town [and town] and support the independent businesses.”
The council has said its objective is to encourage longer dwell times to support hospitality, leisure and regeneration. However, most car parks are designated short stay and under these proposals will now have a four hour maximum limit.
Traders argue that encouraging longer visits while limiting parking to four hours creates a contradiction. Staff working full shifts, volunteers, churchgoers and visitors attending day long events are unable to park beyond that limit in most locations.
Concerns have also been raised about large differences between daytime and evening pricing. Old Town car parks are often full in the evenings due to restaurants, pubs and live events.
Concerns in the town centre have also been raised by Brunel Centre Manager Laura Sackett, who has produced a detailed parking analysis comparing Swindon with competing destinations.
Her proposal suggests reducing tariffs to match the average of competing Swindon destinations in order to increase occupancy and overall revenue, arguing that lower prices would drive higher usage.
Kris Talikowski, Chair of the Old Town Business Association, said he has worked on trying to create parking reform proposals with the previous council administration 6 years ago, and believes a simpler model would better balance fairness and sustainability.
“I tried to get an agreed pricing matrix through years ago, but they kept changing the cabinet member for parking. Now this is being pushed through without properly consulting business or the public. It’s disrespectful to those groups to be honest.
Increasing the first 2 hours so significantly creates real friction,” he said. “For independents, it’s about frequency. I was invited to vice-chair the Shadow BID board and these proposals are no better for town as they are for Old Town.”
Mr Talikowski has previously proposed a flat £1 per hour model across all short stay car parks, operating 24 hours a day.
“One pound per hour, 24/7 is simple, transparent and fair,” he said. “It supports short visits and longer stays without spikes. The evening economy will generate extra revenue as a result of that change too”
He also said all short stay car parks should include a free 20 to 30 minute window.
“That short free period is what encourages a genuine pop-in culture. It lowers the barrier, increases visit frequency and supports independent trade.”
Also as part of the revised proposals, the Council has confirmed it intends to introduce some short-stay “quick stop” bays.
This includes creating new 20-minute parking spaces along Commercial Road in the town centre and converting part of an existing taxi rank in Old Town into similar short-stay provision.
While the strongest reaction has come from Old Town, traders believe similar concerns may surface in the town centre. Businesses warn that if short stay visits decline, overall footfall could fall rather than rise, particularly when compared with out of town retail parks offering free parking.
Laura James, Chair of the Shadow Swindon BID Board and Director of Swindon Theatres, said accessibility must remain central to any regeneration strategy.
“We all want to see the town centre thrive and attract investment,” she said. “But accessibility is fundamental. If parking creates a barrier to visiting, that risks undermining the very footfall we are trying to grow.”
She added that businesses were seeking consultation and a balanced solution that protects both dwell time ambitions and day-to-day trading realities.
One trader added: “The question to the council is simple. Is it better to have more customers paying a little less, or fewer customers paying a little more? Independent retail depends on volume and repetition.”
With Cabinet set to consider the proposals, business leaders say they are not opposed to reform, but want a structure that reflects how Swindon’s town centre and Old Town actually function today.
With Cabinet set to consider the proposals on Thursday evening, business leaders are urging councillors to reassess the proposals and the immediate realities facing independent traders.
