30.37.1 The Council investigated alternative means of improving the attractiveness of the town centre shopping streets in the Morpeth Town Centre Local Plan. The possibility of introducing a one-way system was rejected as it did not create any significant benefits in the main streets and also increased traffic flows on other parts of the town centre road network. Benefits would arise through the removal of non-essential traffic from the central area by means of improvements to the highway network around the town. In conjunction with these proposals for new roads the Council will investigate schemes for the management of traffic in the main shopping streets, to reduce traffic volumes and vehicle speeds in order to improve conditions for pedestrians and cyclists, together with the limiting of access to Bridge Street and Market Place. This would remove non-essential traffic from the town centre thus making it a more pleasant place to shop. Special attention will need to be given to the rationalisation of traffic flows in the Market Place, especially in the vicinity of the Hollon Fountain. Service vehicles and those wishing to reach the New Market car park would retain their right to use the streets. In Bridge Street reduced traffic volumes would facilitate the widening of pavements to improve conditions for pedestrians. Some on-street parking might also be possible. A significant advantage of this scheme over full pedestrianisation is that it could be implemented without requiring improvements to the strategic road network that would otherwise be needed to remove diverted traffic from other town centre streets.

30.37.2 A further benefit of obtaining the removal of non-essential traffic from town centre streets is that there will be opportunities to provide improved public transport facilities and to encourage alternative forms of transport, thereby giving further opportunities to deterring private car usage, particularly for short trips.