On the outskirts of one of Norfolk's largest towns is a retail park that is home to dozens of popular high-street brands.
But unless you have a car, can bear to face a half-hour's walk from Great Yarmouth town centre, or are willing to pay out for a taxi then the Gapton Hall Retail Park is "inaccessible", according to a transport lobby group.
This is because no regular bus runs to the shopping centre which is situated at a roundabout heading towards Gorleston, says the East Norfolk Transport Users Association (ENTUA).
Now, Steve Hewitt, of ENTUA, is demanding Norfolk County Council look at introducing a new regular bus route from the Market Gates bus station to the retail centre and the nearby Harfreys Industrial Estate.
Mr Hewitt, 68, says the fact that it is easier for people of Yarmouth to get a bus to Norwich to go to Marks and Spencer because there is not a regular bus to Gapton Hall Retail Park, which is home to a Marks and Spencer, highlights the issue.
"It is wrong in so many ways that it is easier to get a bus to Norwich to go to Marks and Spencer when the chain is literally at Gapton Hall," Mr Hewitt said.
"For those who drive then there's no issue, but for the rest of us, it is out of the question.
"The council have been good at spending their £49 million from the last government's Bus Service Improvement Plan, but introducing a link here would be hugely beneficial."
Mr Hewitt said at a recent meeting a county hall representative had said the proposed link from Market Gates to the Gapton Hall Retail Park would be "looked more favourably" when the Herring Bridge third crossing was completed.
He said: "We have had a large number of excuses from NCC as to why they are not prepared to sponsor a service, such as too much traffic and a lack of bus stops etc.
"We at ENTUA feel that a large proportion of the local population is being denied the chance to shop or search for work in these areas due to a lack of public transport.
"Traffic has reduced on the dual carriageway since Herring Bridge opened so now let's see if they can consider our pledge with seriousness and give the people of the town the connectivity they need and deserve."
Norfolk County Council's Bus Service Improvement Plan
Introduced in 2022, it is a blueprint for the council's aims for buses over the next five years.
It outlines proposals for simplified ticketing and journey information, fare cuts for under-25s, cleaner, greener buses, and improved accessibility.
The county council was asked to comment on the new bus route proposal.
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