Parking throughout Wangaratta's city centre will be free for close to a month to encourage residents to shop local this Christmas.
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Mayor Dean Rees said the annual free parking tradition, running from Friday to January 3, was a way to reward residents after a very tough year.
The council is also running a Shop Local to Win competition will a prize pool of $800.
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"Local businesses have been doing it tough this year so we wanted to encourage people to support our local businesses but also give a huge thank you to the community who support them."
Residents will receive one entry every time they spend more than $25 at a participating business.
Wangaratta Council also made parking free during the height of the pandemic.