LATE night shopping is a great idea poorly executed. Its benefits were manifold: the revitalisation of York's teatime twilight zone; extra convenience for residents; an additional lure for tourists; greater earning opportunities for business.

Yet there is a danger that this pioneering scheme could die on its footstreets.

It is easy to see what has gone wrong. An initiative which has not enjoyed the wholehearted backing of traders is never going to win shoppers' support.

Weekly late night shopping was a retail revolution for York. It challenged the close-down culture which had been ingrained in the city for generations.

To succeed, the scheme had to seize shoppers' imaginations and change their habits. It had to make early evening York so lively and enticing that residents lingered rather than rushing home.

Unfortunately, late night shopping has been half-hearted at best. Well done to all those retailers who extended their Thursday opening hours - but shame on the many who opted out.

They took the easy path, to watch others take a risk on their behalf. Later shopping will only take-off when everyone takes part: people travel to the likes of Monks Cross at night because they know all the shops will be open.

Even the publicity has been lacklustre. Where is the promotion for late night Thursdays? There is hardly so much as a shop window poster.

Tourism bosses tell us that shopping is now a leisure activity. But that is only true when it becomes an "experience". It is not good enough merely to leave the doors open and expect shoppers to walk in and spend. There should be street entertainment, special deals, joint promotions between shops, pubs and restaurants.

The situation can still be turned around. York has waited too long for late night shopping to see it fade away after a few months. What we need is a razzmatazz relaunch backed by the whole business community. It is time to give shoppers something special: a great night on the town every week.

Shopping in York>>>

Updated: 10:53 Monday, September 08, 2003