CALLS have been made for organisations and businesses in Malton to contribute towards the cost of footfall counters in the town.

Ryedale District Council, in partnership with Yorkshire Forward and the Fitzwilliam Malton Estate, installed pedestrian counting sensors, often referred to as footfall counters, in the town six years ago.

The counters monitor the level of activity were installed in five key locations: two in the Market Place; one on either side of Wheelgate and one in Water Lane.

The sensors’ operator, Experian Footfall, automatically receives data from the counters and provides a weekly report on the level of pedestrian activity in Malton.

However, this month’s meeting of Malton and Norton Chamber of Trade (MNCT) highlighted that so far, the only organisation is prepared to continue to provide funding for the footfall counters, which are due to be switched off at the end of the month, is the Fitzwilliam Malton Estate.

Roddy Bushell, the estate manager, said: “The reality is that anywhere that wants to be taken seriously as a retail destination is expected to have footfall data available to potential investors who want to see the footfall trends.

For example, Malton’s data shows a consistent growth in footfall on Sundays. Even for existing Malton traders, a decision to extend to Sunday trading is easier if you can see evidence of a growing footfall on Sundays.

“The same applies for those organisations that fund events in the town. They like to see the effect of the event in terms of additional footfall.”

Richard Horsewood, the owner of Add Accessories in Yorkersgate, and chairman of the MNTC, said that a proposal could not be put to the members about the future of the footfall counters until a full understanding of the implicated costs was known.

“Personally speaking, this is an important tool to have available and is a good way of demonstrating the success or opportunities of Malton – it all comes down to cost:value:benefit ratios,” he said.

A spokesman for Ryedale District Council said: “The Malton Footfall counters were installed in 2009 using funding from Yorkshire Forward as part of the Revitalise Malton! project, which also funded various other improvements in the town centre.

“The project was a fixed-term pilot project, with monitoring and reporting costs covered by Ryedale District Council with a contribution from Fitzwilliam Malton Estate.

“The five-year contract for this pilot project came to an end in March last year and the district council has offered the counters to the Malton and Norton Area Partnership, should they wish to retain them.”

Go to ryedale.gov.uk/business/local-economic-information.html