Car parking charges on the seafront at Weston-super-Mare are being cut in the evening to attract more visitors.
From April to October this year, it will cost just £1 to park on the front after 1600GMT.
Disabled badgeholders can park for the first hour free at any time of the year, but must then purchase a ticket.
North Somerset councillor John Crockford-Hawley said the move followed concerns raised by local bars and restaurants.
"We have listened to what the seafront traders have told us," he said.
"We agree with them that we need to try to attract more people to the seafront in the evenings, particularly during the summer."
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