This award is designed to recognise and reward shopping attractions who have gone 'that extra mile' to accommodate, attract, and welcome coaches, their drivers and their passengers.

Winner: Bury Market

Bury has been extremely proactive in attracting coach visits to its world famous Market.  There are clear instructions and signs for visiting coaches including brown tourist signs which lead coach drivers to the 15 dedicated, and free to use, coach parking bays.

The market has over 370 stalls and units, which are mostly under cover. It is ideally located off the M60 with over 16 million people living within two hours drive. Visitors have an abundance of choice with thousands of product lines displayed over the 200,000 square feet of selling space. The marketing strategy to attract coaches has been carefully considered and has led to a year on year increase with 1,450 anticipated visits in 2010 compared with 279 in 2002.

The judges commended Bury Market's exceptional efforts to attract coaches and note that it sees this as integral to its survival. The increase in coach visits is attributable to analysing coach data provided by coach drivers visiting the market on an ongoing basis.  The judges were particularly impressed that the Market conducts independent research every two years to gain an insight as to what its customers and traders want. This has led directly to investment into additional roofing, improved toilet facilities and additional signage. The success of attracting coaches has secured the future of the market as full occupancy has led to an enviable return on income of over 40%.

Runners Up: Boundary Mill Stores, Colne, Lancashire

Boundary Mill Stores was established in 1985 and now trades from four stores  around the country – the home base at Colne in Lancashire, Shiremoor (Newcastle-upon-Tyne), Walsall and Grantham.  They offer quality branded goods in fashion and home at up to 75% off recommended retail prices.

The company has over 1,500 employees and attracts over 2,000 coaches annually. Boundary Mill encouragea all groups to book so the stores can prepare for each group's arrival and give them a warm and informative welcome to Boundary Mill.  Visitor packs are then handed out containing a store guide, full itinerary, trolley fob and vouchers for catering.

The judges noted that free coach parking is provided in a dedicated area with a drop off point at the front of the store, and that there is a dedicated coach co-ordinator at each of the  four stores who will greet each coach upon arrival, showing that the firm really appreciates the value of groups visiting by coach.

Highly Commended

Other shopping venues nominated by operators and highly commended by the judges were:

The Trafford Centre

The Trafford Centre is a £1.4 billion shopping centre situated next to the M60 motorway to the south west of Manchester.

In 2009 The Trafford Centre welcomed over 30 million visitors and the number of visitors has increased every year since the Centre opened in 1998. It offers over 200 stores and visitors can choose between 60 different restaurants and cafés.

Operators and judges were very impressed by the Trafford Centre’s new approach and their hard work to make coaches, coach drivers and passengers especially welcome, with pre-booking facilities and discount vouchers. The driver is looked after too, with a meal voucher – and a free ticket to the Odeon!

Oswaldtwistle Mills Shopping Village, Lancashire

A finalist for three years in a row, and winner of this prize in 2009, "Ossie Mills" is a venue with an outsanding reputation amongst group organisers and coach operators.

The shopping village is a popular tourist attraction in Accrington, Lancashire. Housed in five former weaving sheds, the complex covers 88,000 square feet and offers full disabled access. The village offers over 80 retail concessions, selling everything from arts and craft supplies to gadgets to furniture to locally produced foods.

Bicester Shopping Village, Oxfordshire

Bicester Village is one of the Collection of nine Chic Outlet Shopping® Villages, operated by Value Retail. Founded in 1992, Value Retail has established itself as the only company dedicated to creating and operating luxury outlet shopping villages.

Visitors to Bicester enjoy exceptional savings of up to 60% off RRP at more than 130 top-name boutiques or or sample fine food and drink in the Village's cafés and restaurants.  A warm welcome is assured for pre-booked groups, and the village even has its own dedicated daily coach service from London.

Who can be nominated?

Shopping attractions around the UK including markets, mills, out of town shopping centres and town or city centre shopping centres.

… and by whom

Readers of Coach and Bus Week magazine who are coach operators were asked to nominate shopping attractions whose service they had admired during the last 12 months. They were asked to explain why they think the nominated attraction deserves this award.