Festive switch-on Town to spread the cheer to avoid large crowds
ORGANISERS of Cheltenham’s Christmas lights display have decided against having a traditional countdown switch-on event in the town centre this year.
Cheltenham BID bosses say previous events have seen large numbers of people turn up to witness the big moment but then go straight home afterwards, rather than using shops and leisure facilities.
They also say some people have complained that they could not get a good view of the proceedings because of the size of the crowds. So instead they plan to stage four different festive events in the town centre on the night of Saturday, November 19, to mark the lights coming on.
Belinda Hunt, Cheltenham BID’S operations manager, said: “As the BID’S activities are funded by levy-paying businesses, their views are at the heart of the decisions we make. Data and reports from businesses showed that the large-scale events, whilst bringing thousands into the town centre, had a negative impact on trading. We also had members of the public commenting that the large crowds meant they could not see everything.
“So this year we have come up with a format that will give people the choice of where they want to see the lights come to life.”
The event will be called Christmas Unboxed, with organisers saying that live performances from traditional Christmas characters and community choirs will bring a festive feel to the town. There will be four locations at two different times.
Performances will take place in High Street by Cambray Place and the pedestrianised Promenade at 5pm and at Imperial Gardens and High Street near Marks & Spencer at 6.30pm.
Heath Gunter, Cheltenham BID’S chief executive, said: “It is vital that we listen to what the businesses tell us and act upon it. This year’s events will bring the same magical atmosphere for people to enjoy whilst supporting the local economy.”
Last year, the area that the Christmas lights cover was expanded. New areas included Bath Road, Bayshill Road, St George’s Street and Royal Well Road.
Reports from businesses showed that the largescale events, whilst bringing thousands into the town centre, had a negative impact on trading Belinda Hunt
This involved upgrading the infrastructure in those areas and the BID had hoped to increase coverage further for 2022.
But, due to some lamp posts being unsuitable to hold the motifs, it says this has not been possible.
In response to the climate change emergency, the hours of illumination have been reduced this year and the town will be lit up from 5pm until 11pm each night between November 19 and January 6.
All of the activities are made possible by funding from the BID levy payers, which includes Cheltenham Borough Council.
It also provides the BID with a grant towards the cost of the hire, installation and maintenance of the Christmas lights each year and will co-fund and promote the launch event.
There will still be a traditional lights switch-on event at Pittville Pump Room on November 26, from 10am until 7pm.