LIVE music and free parking will be returning to Hereford this weekend to entice shoppers to the high street.

Hereford Business Improvement District, which represents firms in the city centre, said it had set a date of Saturday, February 11 for its Love Hereford event.

This, bosses said, should help encourage visitors into the city during the quieter winter months.

The fun event will provide live music, activities and entertainment, centred around a Valentine's theme, a spokesperson said.

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"This event is also a great way for Hereford BID to use the Hereford City Life brand to champion the city and show visitors why they should Love Hereford and its businesses," they added.

There will be free parking from midday at Old Market, Maylord Orchards and Herefordshire Council car parks, excluding Friar Street and private car parks, it added.

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This is similar to the initiative run on the three Wednesdays before Christmas, with free parking in the city and live music in High Town.

Coun John Harrington, Herefordshire Council cabinet member for infrastructure and transport, said: “We’re glad to be able to offer an afternoon and evening of free parking for residents and visitors who want to show their love for Hereford this Valentine’s weekend.

"It’s always a pleasure to work in partnership with HBID to make Hereford a great place for residents and visitors, and as if our vibrant shops and businesses weren’t enough, the special event HBID are organising is added incentive for people to support our local traders by getting out and about and enjoying everything our city has to offer.

“Of course, we would encourage people to do their bit for their physical wellbeing and the local environment by travelling in by foot or bike where possible, so as the free parking can be enjoyed by those who need it.”

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Rhiannon Burns, marketing and projects manager at Hereford BID, added: “Free parking is a hugely valuable addition to a day dedicated to championing the city centre.

"We warmly encourage visitors from around the county to take advantage of this offer and join us on 11 February as we celebrate Valentine’s, our wonderful city, and fantastic local businesses.”