Talks are taking place to develop a better vision for improving Cheltenham's town centre.
Senior figures at Cheltenham Borough Council recently held talks with leaders at Shire Hall to explore the most effective approaches to upgrading the spa town's public spaces.
There have been growing concerns in recent months about the condition of several key thoroughfares, including The Strand section of the High Street.
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A "worrying trend" of restaurant and café closures was also brought to attention during a council meeting earlier this month.
However, proposals are now emerging to bring together numerous town organisations to determine the optimal strategy for enhancing Cheltenham.
Councillor Izaac Tailford (LD, All Saints), who oversees economic development, wellbeing, culture and public realm, provided an update at this week's cabinet meeting.
He said: "Last week I attended a meeting with Gloucestershire County Council and our officers about the High Street, Promenade and developing a better vision and planning for the future for our town.
"I think it's really important that we work together and as and when possible and relevant we bring in all the different organisations that should be consulted."
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He explained the objective is to enhance the town centre alongside the broader public realm.
"It's really important for our businesses. It's really important for how we feel about our town.
"So hopefully the work we are doing together will help us get back on track and make us the town we should be publicly."
Earlier this month, Lisa Spivey (LD, South Cerney), the leader of Gloucestershire County Council, acknowledged the significance of historic town centres like Cheltenham's. She stated that they are collaborating with Borough colleagues on features to enhance the area.
"We recognise the importance of our historic town centres across the county and the value they add not just in preserving the look and feel of places like Cheltenham, but also the knock-on economic and social benefits," she expressed at the time.