CHARGES at Kidderminster's multi-storey car park have been slashed in a bid to win back shoppers.

Owners of the Swan Centre car park in Blackwell Street hiked the charges following its £2.4 million revamp last year.

They have been forced to cut them by as much as 40 per cent, however, after motorists went elsewhere.

The new charges are now cheaper than at Weavers Wharf and centre security manager, Ros Darby, said more people were already using the award-winning car park.

The all-day parking charge has dropped by 40 per cent, from £5 to the pre-facelift level of £3.

Parking for up to two hours has been reduced by 25 per cent, from 80p to 60p, and parking for up to three hours is now £1.30 - down from £1.50. Both these new charges are 10p lower than they were before the refurbishment work.

Season ticket charges have also been cut and the fine for not buying a ticket or over-staying the allocated time has gone down from £100 - or £60 if paid promptly - to £60, or £40 for quick settlement.

The 50p charge for one hour's parking on the ground floor is continuing.

Last year's partial closure of the car park during the refurbishment was partly blamed for driving shoppers away and Ms Darby said they now had to attract them back.

"It is cleaner and brighter, with better disabled facilities and, with extra security measures, it is very safe," she explained.

The car park was the first in Wyre Forest to qualify for the Association of Chief Police Officers Safer Parking Scheme award.

Ms Darby added that the district council was looking at increasing signage from the ring road to the car park in a bid to bring back shoppers to that part of town.