Cowbridge Chamber of Trade is to drop its annual subscription charge in a bid to encourage all local traders to have a say and become actively involved in how the town successfully evolves.

At its recent monthly meeting Committee members overwhelming voted to drop the £180 annual fee to its 45 plus members.

Following the successful free-to-join Chamber model of other local towns, notably Penarth, Cowbridge will now get in touch with more than 140 local businesses, encouraging them to sign up to free Chamber membership through a private Facebook page.

Through this they will get regular Chamber updates, a forum where they can put forward ideas and play an active part in developing and leading projects that will enhance the town as a shopping and commercial hub.

Committee member Simon Farrington said: "The more voices and ideas that emerge from this can only be a positive step forward for the town.

"There has long been the view held by many town traders that their fee was only to fund the annual reindeer parade from which many did not commercially benefit and therefore this held them back from joining.

"The Parade is now being run outside of the Chamber through an independent group with independent funding. The Chamber now has one significant cost, the putting up, removal and storage of the

Christmas lights."

The Committee will ask for a small annual voluntary donation from all traders towards the lights.

Mr Farrington said: "If all traders donated £25 towards the lights that would cover the cost. That seems a small price to pay for something that benefits both traders and the whole community.

"Hopefully we will soon emerge from Covid lockdown but realistically town traders recognise that the High Street shopping experience has to evolve and for High Street commercial enterprises, home working will probably remain part of the new normal.

"The Chamber needs all of these businesses to have a greater voice in driving the town forward, but, importantly, also to play an active role in making it happen," added Mr Farrington.