ALTON Town Council has decided to take a fresh approach to its annual events programme.

Having taken a critical look at last year’s events, and in particular its summer and Christmas offering, the council’s Community Committee has come up with a cocktail of pruning, consolidation and, in the case of Yuletide, a return to a one day festival.

For the past two years this popular Christmas event has taken place over two days, with the town centre closed to traffic for small Business Saturday, an ice rink in the Market Square and the Home-Start Santa Run, followed on Sunday by the Yuletide Festival.

But, following a wash-up, it has been agreed that a reversion to one day would assist both with profitability and resources.

While the majority of town centre businesses were found to be positive about East Hampshire District Council’s free car parking offering on Small Business Saturday, there was concern from some that, other than in cafes and food outlets, the increased footfall generated by the Santa Run and the ice rink was not reflected in their takings.

Furthermore, according to a council report, none of the shops had made use of the road closure to bring their wares and promotional activities out into the street to entice shoppers.

While council officers had been working with HomeStart Hampshire volunteers who organise the Santa Run, numbers were down this year, as was money raised and, as a result, Home-Start has taken the decision to discontinue the race and concentrate their efforts elsewhere.

Without the support of the race and the Home-Start grotto, it was felt the ice rink would no longer be viable. Free to use, while donations from skaters had amounted to just over £500, the rink had not proved as popular as the previous year.

It was further pointed out that road closure marshalling for two days was arduous, putting pressure on council staff, and that including Saturday in the road closure had cost the council an additional £3,492.50

By contrast, Sunday’s Yuletide Festival had continued to grow but, following feedback, was to be subject to a layout review. This could restrict charity and community stalls to one zone, enabling visitors to avoid fundraising games and tombolas, if they so wanted; it could see some stalls arranged back to back to make shop fronts more visible; allow for an entertainment area between Market Street and Turk Street; and for the relocation of the fun fair to the Market Square.

Turning to the summer, because of resourcing, this may be the last year for Last Night of the Proms and the council would be seeking to provide an alternative flagship event in 2021. This could take the form of a Big Summer Fete, incorporating the Community Fair, the Eco Fair and even a ‘not Santa’ Home-Start Run.

Embracing market stalls, music and entertainment the event would probably take place in July, either in the town centre or Anstey Park.