TRADERS in London Road, Brighton, were last night urged to help the council "re-launch" the area in a blaze of publicity once the controversial traffic scheme is complete.

More than 60 were told by Brighton and Hove Council chiefs to sit tight and wait for the £4 million revamp to draw in more shoppers. And they were offered the hope of a range of incentives, including cheaper parking and direct financial back-up, to help smooth the changes over. In a packed canteen at the London Road Co-op store, the council's assistant environmental services head, Bill Heron, told traders to "talk up" their businesses. He said: "Every time you send out the message that your area is inaccessible, you send shoppers away. "You need to market London Road shops as an entity, and you need to make sure it is re-launched once this scheme is complete." Mr Heron said the council was prepared to offer free spaces in the London Road car park on the two Saturdays after the scheme's completion to give shops a boost. He added that London Road could become like Duke Street and East Street, which lower traffic flows and street entertainers had turned into a "successful shopping centre". But business owner Ann Curtis said southbound drivers were diverted before they had a chance to see London Road shops, and those going north needed better access to the car park. Neil Robinson, chairman of the environmental services committee, urged traders to consider those forced to rely on buses. "We've got to think about how to make the environment better for those who don't have a car," he said. The council representatives agreed to reopen the left turn from London Road into Oxford Street, and reintroduce two-way traffic in York Place for a trial period. They pledged to walk around the area with leading traders to see where signposting to and from car parks and access roads could be improved.

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.