Ely, a city of just over 20,000 people in the East Anglian Fens, has become a surprising national success story for bucking the trend of high street decline. While nearby cities like Peterborough and Cambridge have suffered major store closures, Ely boasts almost no empty shop units, a bustling local economy, and a thriving mix of independent retailers and national chains.
Free Parking as a Game-Changer
The single most important factor behind Ely's revival appears to be free parking. Unlike many UK towns and cities, Ely does not charge for parking in most of its car parks, including those on Fore Hill, Ship Lane, and Barton Road. Visitors can park for hours within a short walk of the city centre. Even car parks that do charge typically offer at least two hours free. In contrast, parking at Cambridge's Lion Yard car park for five hours costs £26.50.
Allison Clover, owner of Wild Clover Flower Company, says: "It certainly makes the city appealing. It would cause a huge impact to the independents and all businesses, actually, if they introduced parking charges." Jess Gingell, co-owner of Ely Fudge Company, adds: "I know that if I’ve got to pop to the shops, I would choose here because it has free parking. It’s something people mention a lot, especially around Christmas."
Independent Shops and Community Support
Ely's city centre is now packed with independent shops, many of which have opened in the last five years. National chains such as Mountain Warehouse, White Stuff, and Gail’s Bakery have also set up shop. The independent retailers actively support each other, working together to encourage footfall and turn visits into day trips.
Allison Clover, who opened during the second year of the COVID-19 pandemic, says: "All the independent retailers support each other and work together to try to encourage footfall." Sophie Elliott, owner of Sophie’s Afternoon Teas and Cakes, notes: "There are a lot more reasonable rents here than Cambridge. It’s more affordable." However, she admits that the arrival of Gail’s Bakery has been "quite annoying" for independent coffee shops, adding: "Ely is not big enough to have too much competition."
Population Growth and Tourism
Population growth has also played a role: the wider East Cambridgeshire district grew by 4,000 residents in a decade, as people moved to the picturesque area for its direct train to London. Ely's remarkable traditional architecture, quaint English shops, and its nearly 1,000-year-old cathedral attract coachloads of tourists, many of whom are overflow from Cambridge seeking a more relaxed day out.
Jess Gingell describes Ely as having a "laidback vibe" that draws visitors. "You get coachloads of people coming in. A lot is overflow from Cambridge – they want a slightly more relaxed day." Her mother and co-owner Louise Mortimer adds: "We’ve always loved Ely. We feel like it’s safe. You’ve got the river and cathedral. The local traders are all very good and friendly with each other."
Residents' Perspectives
Residents praise Ely's friendly community and high quality of life. Lewis Phillips, who moved from London six years ago, says: "I love it. I moved up here from London because the kids came along. We chose Ely because it’s a very kid-friendly place. The schools are great. The community is great. I would never go back to London." Amy Ellis, from nearby Soham, agrees: "Everyone is really friendly in comparison to other places. It’s nice you’ve got little independent shops."
Martin Black, who moved from Hackney 23 years ago, says: "It is a good place to live. It’s nice – they haven’t ruined it. It’s got all the lovely parts. It’s all nicely preserved. We’re lucky that we’ve got a cathedral that brings in the tourists." Rex Dowlman adds: "It is unique in that it has lots of small shops and big shops. It’s a fairly touristy place because of the cathedral and the waterfront. It has all the amenities for both young and old."
Challenges and Lessons for Other Towns
Despite its success, Ely faces challenges. Sophie Elliott notes rising costs and the need to keep her business growing. High streets across Britain continue to struggle with the cost-of-living crisis, a stagnant economy, more home working, and increasing use of delivery services like Amazon. Some cities, such as Cambridge, are reinventing their shopping centres with more leisure and work space but fewer shops.
Ely offers a clear lesson: keep parking free and ensure rents are affordable, and independent shops can thrive. It is a less controversial revolution than the one led by its famous son, Oliver Cromwell, but it could change Britain for years to come.
