COUNCILLORS have called for Winchester's markets to move to a new location in the city.

It comes after a specially commissioned review into the markets was carried out by specialists from the Retail Group.

Independent traders warned how the future of Winchester High Street is being put at risk by the spread of market stalls.

Many small firms said they suffered over Christmas as tens of thousands of visitors bypassed them, opting for outdoor stalls and Winchester Cathedral's festive market.

The review which cost £6,500 quizzed retailers, consumers and traders.

Director of the Retail Group Mike Evans told Winchester Town Forum that more than half the retailers have called for an improvement in management and policing of the markets, better access for shops, and a dedicated market area.

Nearly half of the 111 retailers who took part in the survey said they did not believe their firm benefited being close to the markets. The survey also revealed that 88 per cent of consumers believe the markets add "vitality and vibrancy" to Winchester.

The key findings of the report accepted it is "unfortunate" some of the stalls at the top of the market are not of 'high quality' and are bad for a variety of reasons including poor merchandising and inappropriate products.

While the report concluded "It is clear that traders and consumers like the markets and there is a good cross section of product categories.

"It does need to involve and improve on many levels including, offer, choice, range, quality of stalls, consistency of standards, signage, promotion, integration to retailers, adjacency and some operations - take down."

"For continued success and maintaining the current level of positive contribution the future market location needs to continue to be in a high footfall area and high visibility location."

Councillors spoke of several issues with the markets current location including "chokepoints in certain areas and many called for change.

Lib Dem Cllr Dominic Hiscock said: "One of the things suggested is that we find a different location and one of the things I would like to explore is another location. I would like to know what the affect would be in moving the market indoors."

Conservative councillor Eileen Berry called for it to potentially move to the Brooks Shopping Centre: Cllr Berry said: "We need to remember what it was we wanted, which was footfall and a market that is pretty to look at and is pretty for visitors to go to and has good food.

“We must never forget that this is an ancient city that needs to be looked after as well, if it is done right the market can be a tremendous asset.

“We have to be careful that we are not letting rubbish in, and what the market needs is diversity. The city will only thrive if we work on what we got and keep it upmarket."

Lib Dem councillor Martin Tod believes the market needs to be far cleaner than it is currently.

Cllr Tod said: "There does need to be much higher standards in terms of products and appearance."

"It is about brand management for Winchester as a whole and there is a definite need for an upgrade from what it is now."

Lib Dem leader Lucille Thompson believes the market could be moved to the Broadway.

Cllr Thompson, said: "There are times when the choke points are particularly difficult to manage and I think we should try and sort that out, I am in favour of looking to at a different permanent location for the market like the Broadway."

Conservative councillor Ian Tait believes the markets get too much unwarranted criticism.

Cllr Tait said: "I think it is one of those things where we spend time being critical and we do not spend much time being positive.I think the markets are overwhelmingly positive for Winchester, the markets gives interest and variety."