LOWER parking charges and town centre improvements were top of a wish list of Elland shoppers.

The Examiner asked shoppers for their thoughts before speaking to the new Calderdale council leader, Clr Tim Swift.

And he responded to their questions and queries, saying there are plans to boost town centres. But he remains faithful to the council’s coalition policy which saw parking charges increase earlier this year.

Clr Swift even believes intelligent pricing increases footfall, with people more determined to shop if they’ve paid to park rather than wander for free.

“What is needed is a balance between a reasonable parking charge and the need to create revenue,” Clr Swift says.

“A lot of towns may feel another gets more; Halifax is the biggest town so to people it seems to get more.

“The Mary Portas review was helpful in creating a blueprint of what can be done, but I think we need to look at what’s special about each town and how we can apply her recommendations.

“I think putting together a partnership between the local businesses, people and other partners will make a difference.

“You only need to look at the success of what’s happened in Brighouse with Totally Local to see how it can work.”

Brighouse Town Centre has flourished since the traders signed up to the Totally Local scheme, where they promote home grown food, produce and crafts.

Clr Swift added: “Elland will benefit from investment through the new supermarket and we need to see what we can do there.”

The shoppers of Elland were clear in what they wanted when approached by the Examiner this week.

Maggie Robertson, 66, of Blackley, said: “I’d like a market more days a week. For older people like myself who can’t carry much we come and get a few bits, but then you have to wait a week before it’s back.”

Painter and decorator Adam Sugden, of Holywell Green, added: “Once the supermarket is here there will be a bit of an attraction, something to pull you in a once or twice a week.

“But it’s a nice little town centre and they need to capitalise on that and promote what’s local – everyone wants local farm grown food these days.

“As a painter and decorator, I’d also make it a bit more uniform, have a theme of colours for the shops so it all ties in rather than look patchy.”

Len Shaw, an Elland resident of all his 67 years, says: “There’s a little car park, but the prices have gone up.

“As I get older carrying bags becomes harder but I’m going to want to be parked near to the shops, so will have to pay whatever the price is.”

On the subject of parking charges, Clr Swift was surprised to be told that more than 20% of on street parking fines were not paid in Calderdale last year.

Figures released to the What Do They Know website show that 3,372 motorists handed on-street parking charges failed to pay them.

“If that is accurate then it does sound unacceptably high to me,” Clr Swift says.

“If I was a shopkeeper I would initially see parking charges as a negative, but I think responsible parking charges actually increase footfall and spending.

“If people come into a town centre for a purpose, they will be more likely to get the things they need within the time and free up the space for someone else if they’re paying for it.

“If it was free you’d get people coming in and wandering around but not spending anything and taking up a parking space.

“It is a balance – we cannot forgo the revenue we get but we are trying to be smarter with what we charge.”

Clr Swift suggested cash back schemes, varying pricing and time allowances could be considered.

The figures reveal that in Calderdale a further 3,163 on-street parking fines were cancelled or written off in the last 12 months.

In total 14,233 were issued and 10, 861 – 76% – paid up.

Those who did pay helped generate £538,340.42 for the authority, after its own expenditure was accounted for.

Kirklees Council say there were 20,050 on street PCN’s in 2011/12, up to May 24.

Of those 13,580 were paid and 6,470 were unpaid, with 2,970 of the latter cancelled/written.