Plans to change the way parking is charged in Swindon are set to go before councillors next week, with the aim of encouraging shoppers to spend more time in the town centre and Old Town.
Swindon Borough Council is proposing a revised pricing structure that would make parking cheaper the longer people stay, shifting away from previous approaches that increased charges year on year. The council says the changes are not intended to generate additional income, but to support local businesses by increasing footfall and dwell time.
The proposals, which will be discussed by the council’s Cabinet on 4 February, have been shaped following feedback from traders, particularly those in hospitality, leisure and retail. Business owners have welcomed a model that encourages visitors to linger rather than rush in and out.
As part of the wider package, the council is also preparing plans to introduce free on-street parking along Commercial Road. The move is designed to encourage short visits and support a ‘pop-in’ culture, giving shoppers quick access to independent businesses during quieter parts of the day.
Under the proposed changes, drivers would pay slightly more for the first hour of parking, but significantly less for longer stays. In the town centre, the first hour would rise to £2.50, remaining competitive with nearby towns, while prices beyond that point would drop sharply.
If approved, parking between three and four hours in a short-stay car park would cost £4 instead of £5.70. Two to three hours would fall to £3.50 from £4.30. All-day parking would see the biggest reduction, with an eight-hour stay dropping from £28.70 to £7.50, a move aimed at supporting people who work in the town centre.
Parking charges in Old Town would be brought into line with those in the town centre, creating a simplified and consistent pricing structure across Swindon’s retail areas.
Council leader Jim Robbins said the authority had chosen a different path this year, moving away from viewing parking as a revenue-raising tool. He said the focus was on helping local businesses by making longer visits more affordable and encouraging people to spend time in the town centre.
He added that cheaper all-day parking would make a real difference to workers, leaving them with more money in their pockets that could be spent locally. He said the proposals support the council’s longer-term ambition to create a town centre where people live, work, study and socialise.
Councillor Chris Watts, Cabinet Member for the Environment and Transport, said maintaining the existing charging model would have been the easy option, but the council wanted to take a more forward-looking approach. He said the changes form part of wider improvements to parking services, including new cashless payment options, clearer signage and upgraded ticket machines.
He also pointed to the opening of the new Fleming Way bus interchange as part of a broader effort to improve transport links and encourage people to access the town centre in different ways.
The proposals will be debated at the Cabinet meeting on 4 February, where councillors will decide whether to move ahead with the changes.
