The request was made by The Original Cottage Company (TOCC), the largest employer in the town centre, which wanted to rent part of the site in School Road for up to 20 cars belonging to employees.
 
However, NCC rejected the proposal, claiming the annual amount offered by TOCC was far below the market value for use of the space for car parking.
 
It is understood that, after some six months of discussion, a rental figure had earlier been agreed with NCC. Legal documents were being drawn up and planning permission sought.
 
TOCC, which has 40 employees at its office in Market Place, Reepham, estimates it brings around 25 cars into the town during weekdays.
 
The company said that, as a result of this decision, many of its workers would continue to use the free car park in Station Road from Monday to Friday, which has added to the ongoing parking problems faced by local businesses and residents.
 
In an email to TOCC, Les Britzman, Norfolk Fire & Rescue Service area manager, explained: “We have a process to follow. More recently there has been closer scrutiny on all of our properties across the county to ensure usage and value is maximised.
 
“NFRS routinely provide support for our colleagues, such as the police and the ambulance service, as well as charities and organisations closely related to our activities. We also facilitate, where possible, the use of our premises for NCC colleagues from other departments.
 
“We are obliged to seek market values where possible unless there is a case for lower rates, such as operational benefits with the police and ambulance service.”
 
Mr Britzman said that in TOCC’s case, the market valuation was deemed higher than the provisionally agreed sum and “therefore we could not proceed further. The wider portfolio of NCC property is a county-level matter and must be seen to deliver a proper return for these assets.”
 
TOCC director James Ellis commented: “I’m afraid it looks like bureaucracy has won again, to the detriment of the town. We have tried and tried to make this work, and I thought we were getting there, as the planning application was due to be determined next week.
 
“I am really frustrated as we have put so much effort in from our side because we think it is the right thing to do.”
 
Mr Ellis said the decision was “incredibly short-sighted” and would not help the town’s economic situation, adding that the market value determined by NCC was a theoretical figure and did not take into account the other benefits it would bring – to both NCC and Reepham.
 
He added that it is likely the area to the rear of the fire station will remain unused and therefore not generating any income for NCC.
 
Mr Ellis also criticised NCC for "rejecting a previously made agreement at the 11th hour".
 
“By taking such a narrow view, and the way in which the process was conducted, the decision is extremely disappointing at a time when councils should be encouraging business in fragile market towns.
 
“It is annoying that we have wasted a lot of time on this,” he continued. “As a business we were simply trying to help to relieve a growing situation in the town, even though this is not something we have to do.”
 
TOCC said it will be asking NCC to reconsider, and has sought support from County Councillor James Joyce and Keith Simpson MP.
 
Mr Joyce said: “I think the decision is totally wrong and I’m currently trying to get it reversed. For me, everyone won with The Original Cottage Company’s proposal; now no one has. It’s madness.”
 
Reepham Chamber of Commerce chairman Brenda Gostling added her frustration: “I’m appalled that NCC has failed to recognise the motivation behind this initiative.
 
“TOCC applied for the parking as a measure to help Reepham’s shops and small businesses, as their staff currently use many of the Station Road car park spaces, which are available to them free of charge.
 
“This is one of many supportive gestures that TOCC have made at their own expense for the benefit of the town. Others include the defibrillator, hosting the Vodafone booster, the use of their premises for Town Team meetings and the support of their staff for events such as the Festival of Light. I hope NCC will reconsider.”
 
In a statement, NCC commented: “We have to ensure that the rent for this site is best value for the Norfolk taxpayer and not a subsidised one – that is what we need to get right.
 
“While we, of course, want to support local businesses and the Norfolk economy, we too must be commercially minded and get good value for money on behalf of Norfolk council taxpayers, especially in these very cash-strapped times. The public expects nothing less.”