Southport will not host a Christmas lights switch on event this year.
Resources will instead be focused on a month-long programme of events that give more benefit to the town’s businesses, Southport BID said.
The event regularly attracts thousands of visitors to the town centre each year, with Lord Street closed to allow the set up of a stage, big screen, fairground rides and food stalls.
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No switch-on took place last year due the Covid-19 pandemic, while the 2019 event was headlined by pop star Peter Andre and saw huge crowds pack into the town centre.
Performances from local singers and pantomime groups also featured on the running order.
Although it attracts large crowds, some business owners had expressed unhappiness with the events, in part due to rows over what days of the week it should take place as well as concerns over its running costs. The 2019 event cost a total of £45,000 with Andre taking home £11,000 for his 20 minute performance.
Southport BID, which organises and funds the event alongside Sefton Council, says it will instead run a wider programme of events which it believes will give more benefit to businesses which fund it.
A spokesperson said: “The BID has very limited resources, especially in the post Covid era as we attempt to help businesses and Southport town centre recover. The BID has to ensure that the investment of our local business community is used in the most effective way, delivering the best results for our businesses and the town.
“To encourage ongoing engagement with the town, we are focusing our resources on a month-long Christmas programme which will attract local residents and visitors to come to Southport on multiple occasions and also to stay for longer.
“This will facilitate more effective opportunities for customers to engage with our businesses than a one-off event can ever do. The BID is providing Christmas lighting around the town, in addition to the new all year round lighting we have recently installed.”
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