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Expert shows how to reclaim villages back from the roads

How do we tackle speeding traffic and Marlborough villages cut in half by busy roads? This was the question for which over 80 local people wanted an answer at yesterday's seminar (Tuesday, March 13), Traffic Planning for Rural Villages at Kennet Valley Hall, Lockeridge.

Ben Hamilton-Baillie, renowned traffic consultant, looked at how parish councils might reduce speed, handle parking problems and better manage their traffic.


Anyone expecting suggestions of more road signage, more road markings and lots of unfriendly warnings to motorists were in for a surprise; quite the opposite.

Ben showed how removing the usual highway furniture and markings could not only enhance the appearance of a village, create more tourism and improve the viability of pubs but also see a reduction in speed and a more considerate motorist.

With the aid of some revealing real-life pictures and inventive use of Photoshop enhancements, Ben gave rise to excited murmurings by demonstrating how appealing to the subconscious mind could be a more powerful behaviour changer than marking a road with the word 'SLOW'.

He showed how one village had counteracted their large and obvious 30mph sign and command to 'slow' with the continuation of the central white line and a chevron bend warning. “You are telling motorists to drive slowly,” he said, “but then helping them to speed as quickly as possible through the village.”

The key in villages and towns was to give signals that drivers were entering a community, rather than the continuation of the highway. Standard highway signage and markings encourage drivers to feel the village road is their territory. Take this away, create a village space, and ownership is given back to the community and drivers become well behaved guests rather than unthinking road users.

Removing standardised signs forces drivers to think. This makes them drive more slowly and more carefully. Controversially he suggested that: “The only way to make a place safe is to make it dangerous.” In other words, to make it safer for pedestrians, you have to put more hazards in the way of drivers to make them engage their brains and consider the world around them.

Ben was also keen to highlight important features of the community: a paved area outside a pub, a road design that drew the eye to a village pond, a courtesy crossing outside a church. Traffic would still drive over these places but with more respect and awareness of their surroundings. Motorists are funnelled into the pub car park rather than past it, and admire the church rather than it being a building on the side of the road.

Pie in the sky? Ben had plenty of examples both locally and in Europe where this had worked a treat.

West Meon in Hampshire on a busy commuter route had seen traffic speeds fall by three to four miles an hour by removing white lines, changing the design of the road and highlighting village features.

Seven Dials in Convent Garden London, a busy junction of seven roads, saw the transformation of driver behaviour by the replacement of a traditional roundabout with a sundial pillar complete with seating. The junction has became a place where people sit and socialise, successfully encouraging motorists to drive slowly and more considerately.
Amazingly, the reduced speed and relaxed driving also meant traffic flowed more smoothly.

Ben cautioned that villages needed to take responsibility for their own 'design speed'. Increasingly, he said, county council highways will have neither the resources or the knowledge to effectively manage traffic through villages.

And the parish councillors present, unanimously agreed. There was broad and enthusiastic agreement to work with Ben to reclaim our villages back from the roads. Henry Oliver, director of the North Wessex Downs Area of Outstanding Natural Beauty, also voiced his support. 

The seminar was a parish and Wiltshire initiative initiative, funded by Marlborough Area Board. For further information, contact community area manager Andrew Jack on 01225 713109 or by email at This email address is being protected from spambots. You need JavaScript enabled to view it.

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  • Town-Hall-2011-05-03 08-
  • IMG 8472
  • IMG 9097
  • Silbury-Sunset---10-06-08-----07
  • Marlborough-2013-04-18 St Peters