'Concerns' over Christmas event stall costs leave town council considering cutting fee

Shifnal Town Council’s community services committee will discuss the issue at its next meeting on Monday (September 7).

The matter will include consideration of whether the committee should recommend a cut in the fee of £100 for pitches at the annual Christmas lights switch-on event.

A report has been prepared on the issues and acknowledges “concerns” about the cost and whether it is “discouraging” stall holders.

It added that so far none of the successful applicants for pitches have confirmed their place - and one has withdrawn altogether.

The report compared the cost to other similar towns, highlighting the lower charges for space at their events.

It stated: “Planning for the 2026 Christmas Lights Switch-On Event continues, with a number of additional services and entertainment now secured.

“However, the response from successful stallholder applicants has raised concerns regarding the current £100 pitch fee.

“One applicant has formally withdrawn due to the cost, while the remaining successful applicants have not yet responded.

“Research undertaken with other local councils and event organisers indicates that the majority charge between £25 and £50 for standard stalls, with Newport charging £75 for an eight-hour event where a three metre x three metre gazebo is provided.

“The committee is therefore asked to consider whether the current £100 fee should be reduced to encourage greater stallholder participation and ensure that a sufficient number of stalls are secured for the event.”

The paper said the proposed reduction would apply to standard stalls only, with food and beverage vans remaining at £100 per pitch.

A proposal included in the report was that the fee should be reduced to between £40 and £60.

It stated: “It is recommended that the committee considers reducing the fee for standard stalls to an amount between £40 and £60 per stall.

“This would bring the charge closer to the prices being charged at comparable local events while still generating income towards the cost of delivering Shifnal's Christmas Lights Switch-On Event.”

It added: “Should the committee agree to amend the stallholder fee, the operations officer would contact the successful applicants to confirm the revised price and seek confirmation of their attendance. Any available pitches could then also be re-advertised if required.”