Residents, visitors and traders are set to benefit from a major new initiative aimed at boosting footfall, supporting local businesses and strengthening town centres in Wednesbury and Great Bridge.
Sandwell Council has approved a year-long pilot that will introduce up to two hours of free parking and free market stall pitch fees in both centres from 1 September 2026 until 31 August 2027.
The pilot will test whether reducing costs for shoppers, visitors and traders can increase footfall, encourage greater market activity and support the wider vitality of local high streets. The findings will help inform the council's wider Town Centre Strategy and future decisions about regeneration, parking and markets across the borough.
As part of the pilot:
- Up to two hours of free parking will be introduced at Great Bridge Market Place, and also at Ridding Lane and Albert Street car parks in Wednesbury.
- Market stall pitch fees will be waived at both Wednesbury and Great Bridge markets.
- The council will monitor car park usage, the number of market stalls and wider town centre activity throughout the pilot period.
Why Wednesbury and Great Bridge?
Wednesbury and Great Bridge have been selected because their markets currently face greater challenges than some other centres in the borough. While markets in West Bromwich and Blackheath perform strongly, the markets in Wednesbury and Great Bridge currently operate at a deficit, making them suitable locations to test whether targeted support can help increase activity and improve outcomes for traders and local businesses.
By running a time-limited pilot, the council will be able to gather evidence on what works before considering any wider changes across Sandwell's town centres.
Councillor Ray Nock, Leader of Sandwell Council, said: "We will do everything we can to support our town centres, local traders and residents. This pilot is about putting that commitment into action.
"Town centres across the country face significant challenges and we need to be willing to try new approaches that encourage people back into our high streets, support traders and help our communities thrive.
"Some people will understandably ask why we're starting in Wednesbury and Great Bridge. The answer is that a pilot needs to take place where it can provide the clearest evidence as there are costs associated with trying this.
"These markets face particular challenges and are currently not performing as strongly as some of our other centres. If free parking and free market pitches can help increase footfall and attract more traders here, we'll have valuable evidence about what works and what doesn't.
"This isn't about favouring one town over another. It's about testing a new approach in a responsible and evidence-based way before considering whether similar initiatives could benefit other centres across Sandwell which we will consider once the pilot has ended.
"Our ambition is the same for every community in the borough: thriving town centres, successful local businesses and places people are proud to visit.
"Markets remain an important part of our local communities. They support independent traders, bring people into our town centres and provide something different from the larger retail offer. We want to see them succeed, and this pilot gives us an opportunity to explore how we can help make that happen."
The pilot forms part of Sandwell Council's wider ambition to support economic growth, increase town centre vitality and create thriving places for residents, businesses and visitors across the borough.