Exclusive by Ruth Taylor
Taxpayers face the prospect of footing the bill for rebranding the unpopular ParkRight agency when the new Shropshire Council is launched.
A report leaked to the Chronicle says the step could help improve the reputation of the beleaguered parking enforcement company and will be considered by Shropshire County Council’s economy and environment scrutiny panel tonight at Shirehall.
If councillors approve, it could see the name changed to Shropshire County Parking Service and an undisclosed sum of money would have to be spent changing the name on attendant’s uniforms, print materials and vans.
But the move has been criticised by traders and borough councillors, with one business leader branding the idea as pointless.
The exempt report, called Decriminalised Parking and Review of ParkRight, makes several recommendations ahead of the creation of Shropshire Council next year. It also says that there is ‘a potential to achieve some efficiencies within ParkRight before the move to unitary’. It asks the scrutiny panel to consider changing the name and brand of ParkRight as it has become so unpopular.
It says: “Consideration should also be given to the current reputation of ParkRight and whether or not the opportunity should be taken to rebrand the new service as Shropshire County Parking Service as we move to the new unitary authority.
“There will be a cost implication associated with this as both print materials and the parking attendants uniforms would need to be amended. It is anticipated that these costs will not be significant, however, other work will be completed to identify the exact costs of rebranding.”
Peter Adams, Shrewsbury and Atcham Borough councillor for the Bowbrook ward, said he was surprised at the county council’s plans. “If they change the name but still act in the same way they will just have the same problems.
“The company made a loss when it should have been self-financing so it may well be that the organisation is too large and could use fewer enforcement officers.”
Simon Airey, chairman of the Shrewsbury Business Chamber, said: “It is a totally pointless exercise to rebrand ParkRight. All they need to do is modify their operating practices.”