This case study shows how North Kesteven District Council undertook a customer-led review of parking provision resulting in a joined-up approach to parking and place in Sleaford town centre.
The outcomes are improved benefits for a range of town centre customers and businesses alongside increased council revenue to re-invest in the parking service.
Like many similar towns, parking provision and policy for Sleaford had evolved largely though piece-meal changes. In 2017 however, the Council recognized a need for a joined-up approach to parking and place. The People & Places Partnership and Park Consult were appointed to undertake a comprehensive and customer-led review of parking and place. Using the People, Places & Parking process, three key aspects of parking provision were assessed and addressed:
Parking quality
Customers’ experiences of the whole ‘parking journey’ from main road to destination were assessed using a parking journey audit and ‘within car park’ checklist. Attractive and accessible ‘park and stroll’ routes between some peripheral council car parks and the town centre were identified as a striking feature of the parking journey in Sleaford. Recommendations were made to enhance all provision to such a consistently high level. Similarly, supermarket car parking with well-marked bays, good lighting, well-maintained surfaces and up-to-date payment equipment provided a benchmark for raising the standard of the in-car park experience. It was recommended that priority be given to overdue investment in new parking payment technology.
Parking quantity
The availability of parking suited to different users by location and duration was assessed to help better balance supply and demand across Sleaford. To better meet customer needs and address the uneven distribution of parking use, recommendations were made for setting the parking tariff (price and duration) to optimise turn-over of spaces. Key user groups were identified as: short-term ‘pop-and-shoppers’ requiring readily available spaces in convenient locations; medium- to long-term comparison shoppers, leisure users and part-time workers requiring 2-4 hours and convenience for end location; and long-term commuters requiring 8-10 hours of parking daily and accepting of slightly less convenience.
Parking cost
Recommendations were made for revising and standardising the parking tariffs in Sleaford with a primary objective of changing the distribution of parking spaces to better suit different users’ needs. As a consequence of better meeting customer needs, Sleaford’s car parks can operate more effectively and generate income to contribute to much-needed investment in the quality of the parking service. Data on existing revenue suggested that increased turnover of short-term parking, in particular, could help underpin investments in payment technology. Overall it was projected that the proposed tariff changers will positively increase the total revenue by an estimated 20%.
Joined-up approach
One of the key lessons learned from this study has been the value of such a review being jointly led by parking managers and economic regeneration officers. This has enabled a joined-up approach that sets parking policy within the wider context of town centre regeneration. As Nina Camm, Environment Manager at North Kesteven District Council, explains:
“The case study amply covers all we did and we are moving in totally the right direction with the endorsement of our Executive Board. Wider town centre regeneration is moving forward positively with different aspects slotting into place and the parking strategy was critical in focusing stakeholders’ minds. Enough to say that we chose the right consultants”.
More information
Download an illustrated copy of the People, Places & Parking Review for Sleaford (summary)
Read more about People & Places’ Specialities including Practical Parking Solutions or download a copy of the introductory brochure on the People, Places & Parking process.
This case study is one of a series prepared by People & Places as part of the Local Government Association’s Revitalising Town Centres Handbook
Read more about improving town centre parking, access and travel as part of the accompanying LGA revitalising town centres toolkit including a more detailed version of this case study on linking people, places & parking in Sleaford town centre.
