SOUTHEND Council has insisted it is sticking with its increased seafront parking charges despite hikes in Brighton being scrapped after a fall in revenue.
Brighton’s Green Party raised tariffs to £33.50 a day in busy areas but a new administration revealed it is predicted to result in a £1.16million loss of parking revenue.
Campaigners against the introduction of previously free 6pm to 9pm seafront parking charges in Southend have raised a series of concerns the extra tariff will lead to a drop in visitors numbers.
Owner of Adventure Island Philip Miller [pictured inset], who started a petition against the charges, said it was vindication of the view higher tariffs equal fewer visitors.
He said: “This is cast iron evidence raising prices does not increase turnover. There is this thing called price elasticity which our unimaginative leaders have obviously never heard of.
“I keep telling them times are hard, folks are struggling to pay their bills. We have been reducing prices since Covid. The Labour Liberal independent alliance really lacks the grey matter to figure out basic economics. Although they seem okay about grabbing more for themselves, it’s a shame they are not paid on productivity as in the private sector.”
Mr Miller added: “The new buzzword became “its prime parking” when applied to the seafront. But of course, they will never do the same in their own wards such as Leigh, Thorpe Bay, Southchurch Road etc?”
Daniel Cowan, leader of the council, remains confident Southend has found the “right balance” to ensure visitors are not put off.
He said: “Parking income needs to be set at an appropriate level and we feel we have the right balance at this moment. Brighton’s parking charges are significantly higher than Southend’s and they have announced they will look at reductions. However, no new prices have been announced by Brighton Council so we cannot compare. I’m confident we’ll remain competitive.
“We are continually looking at ways to improve the parking offer for our visitors and our residents with initiatives such as the Southend Pass which allows 13 hours of parking each day for 34p, and we are also looking at seasonal charges. This administration has already reduced parking charges around the High Street and will continue to keep Southend competitive and fair.”
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