A NEW trading association for shops in an "exclusive" part of Darlington has organised a three-day street party to encourage more people to shop there.

Traders in Grange Road set up the association, called Exclusively Grange Road, last year to organise promotions.

In May, the group is holding a three-day event with competitions, promotions and a ten per cent discount in participating shops.

Jazz bands and steel bands will be playing in the street to attract shoppers from the town centre.

Each shop is being encouraged to hold its own event or promotion, including the long-established Geoffrey Gillow menswear outfitters,which is being temporarily refitted in 1960s style.

The retailers involved in the promotion will be taking ten per cent off goods during the Thursday evening event and throughout Friday and Saturday.

Andy Atkins, of Cooks and Kitchens, who is also chairman of Exclusively Grange Road, said: "We are trying to promote the street to people who do not normally shop here. Obviously we want our regular customers to come too, but we hope to attract new people.

"We want to create a vibe on the street where people feel they can come down and browse the shops."

Exclusively Grange Road was set up by some of the street's independent traders to promote what they called the "hidden gems" there.

Mr Atkins said that shoppers came from all over the region - from Durham, Wynyard, Bishop Auckland and Richmond to visit the road.

But he said: "There are some people in Darlington who hardly know we exist.

"There is a misconception that because we sell more unique things and are not part of chains, it is more expensive, but that is just not true."

The event will run from Thursday, May 8, when shops will be open until 8pm, until Saturday, May 10