LIVE music and free parking will be returning to Hereford in the new year 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 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.

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"While details are still being finalised, Hereford BID warmly encourages any member businesses to reach out if they would like to get involved in the campaign or have any Valentine’s offerings to be promoted," the spokesperson said.

"We will be running digital and print campaigns alongside the event and are keep to promote as many BID members as possible."