Cut-price parking aims to lift trade in West Bromwich

Motorists will now be able to park along High Street, George Street, New Street, Victoria Street, Lombard Street, Lombard Street West and Lodge Road for 15 minutes for 30p.

That is instead of buying an hour-long ticket for £1.20, or having to pay 60p to stay for 30 minutes in some areas, where that was the only previous option.

Councillor Maria Crompton, the borough's highways chief, said the authority had consulted shops and responded to a need for short-term parking.

She added: "A lot of people said they only wanted to park up to pop into one shop and often they are in and out in just a couple minutes."

Ticket machines were re-configured over the weekend to issue the new 15-minute tickets.

The decision comes days after the council announced it would be scrapping parking charges at some of its car parks in a bid to boost trade in the town from next year.

A major review of fees has been ordered by council leader Councillor Darren Cooper, who said he believed the chance to axe charges could give trade a major shot in the arm.

That exercise has been ordered despite the council doubling the cost of parking and introducing new charges at 19 new sites across the borough on April 1.

Councillor Crompton added: "We want to encourage people to come and shop in West Bromwich and we must be one of the first councils in the country to issue 15 minute tickets."

But small shop owners said they were unhappy with the decision as they felt a petition they had submitted for free parking for half an hour instead, had fallen on deaf ears.

Surjit Hayer owner of Airport Travel in High Street and chairman of the local traders association said: "We put in a petition to the council last week to let them know we were not in favour of these charges.

"We suggested that rather than charge 30p for 15 minutes, why not just make the parking free for the first half an hour."

He also said that many traders were upset by the introduction of additional loading areas that take up four parking spaces.

"It's going to affect my business and others like mine.

"People take longer than 15 minutes to book a holiday and people parking for short periods will clog up the spaces," added Mr Hayer.