Witham's Christmas late night shopping has been dubbed "out of touch with youngsters" by one of its organisers.

Paul Ryland, chairman of the town's strategy group and one of the chamber of commerce members who organised the event, said it needs "modernising to bring it into the 21st century."

"It wasn't a flop, but it certainly wasn't as successful, or as relevant as it should have been," he said.

"The days when you can expect people to come and stand in the cold and dark for three hours and listen to one band, and browse around assorted stalls are gone forever. We are flogging a Second World War carthorse, not delivering what modern people of today want and expect."

Music, entertainment, big video screens and a tie up with the town's German twin of Walbrol would, says Paul Ryland, all help to make it an event that people will want to attend.

"We need to look further afield to see how things are done properly and learn some lessons," he says.

And he advocates appointing one person with time and resources to plan and co-ordinate events to make the most of them.

"The only real answer is a town manager, and sooner or later, organisations in the town, and the council have got to get to grips with this and tackle the problem. Small towns need someone who is able to help create a plan for promoting the town and then make it happen, and that simply cannot be done on a volunteer part-time basis."

Witham councillor and lead member of Braintree council for economic development, Cllr Phil Barlow, suggests one way forward is to employ a town manager to promote and organise events for the three towns in the district, Witham, Braintree and Halstead.

"I certainly don't disagree that the towns in the district could benefit and indeed need someone as a dedicated town manager. However, realistically, I don't feel that the £100,000 for three people can be raised.

" However, funding of around £30,000 for a joint manager is feasible, but it would have to be achieved on the basis of a local authority/business partnership. It is a commercially driven need and therefore not, I feel, solely up to the councils to fund this.

"It would be a good idea for the local authorities and chambers of commerce of all three towns to sit down together and see if this can be achieved," said Cllr Barlow.

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