Parking charges at one of Kent’s most popular shopping destinations have been branded “insulting” after rising for the third time in as many years.
Ashford Designer Outlet, owned by McArthurGlen, has increased its minimum parking fee to £3 for four hours – up from £2.50 last year and £2 the year before.
Ashford Designer Outlet has increased the costs of parking at its site again
The centre, which opened in March 2000 with free parking, first introduced charges of 50p for two hours in 2004, later rising to £1 for four hours.
Visitors now face paying £6 if they stay all day, while parking remains free at rival sites Bluewater and Westwood Cross in Thanet.
Ashford Borough Council (ABC) charges £1.30 for one hour and £2.60 for two hours at its Dover Place and Vicarage Lane car parks, making them cheaper than the outlet for shorter stays.
A portion of revenue from the car park goes directly to McArthurGlen, whose headquarters are in London.
A company spokesperson said: “We’ve made a small adjustment to parking charges to help us maintain the high standards our guests expect, from security and cleaning to events such as the upcoming Christmas market.
Ashford Designer Outlet has more than 100 shops
“Our rates remain competitive compared to other shopping destinations that charge for parking.”
Yet many shoppers say the rising fees risk putting them off visiting altogether.
Barry Cross, of Singleton, said: “I would not spend that amount of money to shop at the outlet.
“That figure would be a barrier to me going, so if I want to go I’ll either cycle or drive to Asda and park there instead now.
“If it were free, I would be more inclined to go there to have a look around.
Resident Barry Cross says the new Designer Outlet prices are unnecessary
“Paying to park anywhere is always a barrier to me when visiting places.
“The centre is a huge money-spinner and the fact it is charging town centre parking prices for an out of town facility is quite insulting.
“A nominal £1 for parking I would maybe stomach, but the fact you can park for free for a bit in Asda opposite speaks for itself.”
Under current rules, parking remains free after 5pm from Monday to Sunday, though the centre closes at 8pm.
Blue badge holders and those staying for up to 30 minutes can also continue to park without charge.
Resident Etienne Pradier says the Outlet’s prices are almost getting too steep
Etienne Pradier lives in Wye, on the outskirts of Ashford, and says the increasing fees could soon prevent him from visiting.
He said: “I don’t think £3 is really bad, but it used to be free for a very long time.
“I think if it keeps increasing and got to £5 that would be enough for me.”
Ashleigh Atkins, 39, of Park Farm in Ashford, agrees, even calling the new price “cheeky”.
“When you go to the outlet it’s always nice to sit down and have a nice lunch,” she explained.
“It does feel a bit cheeky really as you’re looking at least £6 if you want to spend the day there which is pricey.”
Resident Ben Thompson, who recently moved from nearby Finberry to High Halden, believes the change could help Ashford’s high street.
“It would make me think twice to stop in for shorter shops.
“But to be honest I think it might be better news for the high street for the outlet to have higher pricing in line with what it costs to park in town.
“The outlet is so dominant against the high street that measures should be put in place to stop it having such a competitive edge over shopping in the high street.”
Parking charges at Kent’s shopping centres
But County Square shop owner Colin Wiggins, who runs East Kent Mobility, is unconvinced.
The 73-year-old said: “It won’t make any difference to shops here – the outlet has enough brands.
“They’ve already affected the town centre enough really, but I suppose if it got to £4 or £5 [to park] there, I think it may encourage people to hopefully come here more.
“The outlet just should have been built closer to the town centre in the first place so the whole area was one big hub.”
Others are more understanding.
Colin Wiggins does not believe footfall in Ashford town centre will increase despite the Outlet’s increased parking costs
Peter Appleton, 71, from Singleton, said: “You have to remember inflation is high and national insurance has gone up and that’s probably thousands of pounds extra for all the staff there.
“So I don’t think £3 is too expensive, but I would say it’s risen a few times now.
“I popped in the other night to get some work socks, but made sure I was out within 30 minutes as it’s free.
“One thing I would also say is you pay when you leave, rather than up front like before, so I wonder if some people have paid more than they expected when they’re done because there aren’t many signs showing the prices.”
Bosses at the centre were granted permission to double the size of its festive Christmas market last month, after hosting its first ever one last year.
Ashford Designer Outlet’s Christmas market is to expand later this year
McArthurGlen submitted the plans to ABC in July, with the application being given the green light for 21 stalls between Starbucks and Ralph Lauren – compared to nine in 2024.