Shoppers have welcomed plans for a Christmas market at Ashford Designer Outlet – but there are fears it could lure even more shoppers away from the town centre.
Bosses have pitched their idea to Ashford Borough Council (ABC) to build stalls over the festive period.
If given the green light, the plans would see nine wooden market stalls in an extension of the site near Starbucks and Polo Ralph Lauren from November 18 to December 31.
It would be open Monday through Saturday from 9 a.m. to 9 p.m. and Sunday from 10 a.m. to 6 p.m.
But some shoppers have raised concerns about parking at the center, which is home to more than 100 stores.
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Debbie Jones, who was shopping with friend Christine Falzon, said: “I would definitely come if there was a Christmas market.
“I think it’s a great idea, but the only problem might be more people coming down. It’s already pretty crowded down here, so it could get even more crowded.
“That could end up making parking more difficult.”
Lindsey Baxter, a teacher at Highworth Grammar School in Ashford, says she would certainly welcome a Christmas market, but says recent increases in parking charges could have an impact.
“I’m a German teacher, so I love them,” she said.
“That’s a great idea, but what about parking? When I first moved to Ashford 15 years ago it was £1, now it’s £2.50 so that might have put people off.
“Having a market place might help the shops that are by the outlet, but I don’t think it will help the town center because there is nothing there that people want to go to.
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“The store is aimed at tourists rather than residents and I think that’s why it’s so popular and why they decided to do the market.
“I suppose it might be overpriced.
Bosses at the McArthurGlen-owned venue say the market will “support the role and function of the wider Ashford Designer Outlet as a retail and leisure destination during the important pre-Christmas shopping period”.
Their planning application submitted to the ABC adds: “Despite the temporary nature of the facility, the proposals are extremely small in scale.
“Most of the journeys would connect with customers who have already visited the Designer Outlet and not take the shop away from the city centre.”
It comes as the venue, which is at 97% capacity, is set to welcome back a Crocs shoe store after seven years.
The company is set to fill the unit now occupied by Tog24, and the outdoor clothing store will move into the former Valerie Patisserie.
Crocs is expected to welcome customers by July 15.
Center manager Peter Heritage said: “Crocs used to trade here about seven years ago so we’re really pleased to see them coming back.
“It’s a hugely popular brand and it’s really trendy at the moment and has a really loyal following.”
Although the Patisserie Valerie unit has been empty for some time, Mr Heritage says his team prioritizes getting the right brands over quickly filling empty units.
He says the center had its best year ever for business last year.
“We are talking to brands about each of these vacant units,” he said.
“We’re in a really positive position, especially given the current economic situation.”
Following the recent closure of Ashford’s County Square shopping centre, including the Body Shop and Peacocks, Mr Heritage says he hopes his team’s efforts at the store will have a positive impact on the town centre.
“We have a completely different offering than downtown,” he said.
“We’re a Designer Outlet with designer brands, so I’d like to think we complement what’s downtown. It’s great that we’re successful, but we want the city center to be successful too.
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“It’s also important to know that our customers tend to travel from further afield and around half of our sales come from outside Kent, so we’re bringing people into the area and that will hopefully continue and benefit the town centre.”
The application will be decided by the planners at ABC.