Snowing in Hythe last December (2007)

Cllr Brian Dash Hampshire County Council, Bobsy O'Hara Landlady of The Lord Nelson, Helen Owers Market Town Coordinator Hythe and Dibden, Anne Harrison Economic Development Hampshire County Council  Click on the image above to see a larger picture.

Anne Harrison Economic Development Hampshire County Council, Jane Bidwell owner of Jane Bidwell Flowers, Helen Owers Market Town Co-ordinator Hythe and Dibden, Cllr Brian Dash Hampshire County Council.  Click on the image above to see a larger photo.

Hythe, a small town wedged between Southampton Water and New Forest National Park, was the judged to be the overall Winner of the 2008 South East Region Action for Market Towns Awards, having already won the Business and Economy Category.

Like many small towns and villages Hythe was suffering from the impact of city centre and internet shopping on the run up to Christmas leaving what had traditionally been busy Saturday afternoons becoming quieter.

The Waterside Business Partnership realised that, unable to compete, they needed to add value to the customers shopping experience.

Following a chance conversation about how local children had never seen snow the idea for making it snow in Hythe was born.

An initial snow machine was purchased and trialled one November afternoon, within minutes people had come out of shops and pubs to look and take photographs, “We knew we were on to a winner when we saw peoples reaction to the snow” said Helen Owers, Market Town Co-ordinator for Hythe and Dibden Parish Council.

12 businesses agreed to purchase a machine and, between 2pm and 4pm every Saturday afternoon in December it ‘snowed’ in Hythe.

The unique Saturday Snow Days gained considerable media coverage including a live TV report on Meridian Tonight which resulted in people coming from as far a field as Basingstoke, Bournemouth, London and even a family from Birmingham.

There was a marked increase in footfall and many traders, including Waitrose, reported a significant increase in sales and one business reported his best ever trading Saturday.

The project appealed to the judges as it was a “Small but unique project with a huge impact that delivered what it set out to do” said Julian Owen Chairman of Action for Market Towns.

Ray Lyons Chairman of the Waterside Business Partnership said “ The project just goes to show how much can be achieved by businesses working together to combat a common problem”

Malcolm Wade, Chairman of Hythe and Dibden Parish council said “We are delighted at the success of the ‘Saturday Snow Days’ project in achieving this award, it is another example of the ways in which the businesses of Hythe are trying to find innovative methods of overcoming the difficulties facing all small retail businesses at the moment”.

The Saturday Snow Days project will now go forward to represent South East England at the 2008 National Action for Market Towns Convention at Skipton, Yorkshire in October.