Could this area soon become known as the West Laine?

The historic name for the area around Western Road and Preston Street in Brighton could be renamed in a bid to attract visitors.

Coun Jason Kitcat, the soon to be appointed leader of Brighton and Hove City Council, has circulated the idea, but no official proposal has yet been made.

One business figure said the idea was “pie in the sky” and said the council should be concentrating on more important matters.

But supporters said reviving the West Laine name would give the area a sense of identity and could benefit struggling businesses.

They said a rebrand could help the neighbourhood emulate the success of the North Laine, famed for its boutique shops and cafes.

Coun Kitcat said: “The area around Preston Street, Norfolk Square and Western Road is somewhat divided. As a wider area it doesn’t really have an identity.

“Calling it the West Laine could potentially generate more interest and customers. I think the idea could have a really positive impact and could generate a real sense of community.

“As we move forward with the i360 tower it might help to change how people feel about the area.”

In years gone by the West Laine was one of five fields that surrounded Brighton including the North Laine, Hilly Laine and Little Laine.

Andrew Burnyeat, owner of the I-Com computer store in Preston Street and chairman of the Brighton Business District, said reviving the old name “could be a real boost” for the area.

He said: “It’s a welcome idea in the sense that it shows that Jason is thinking about how to bring new people into the area.

“Some people might say it’s a bit artificial but if it was managed in the right way it could work really well.

“To me it seems like a pretty good idea but we’d need to see more detail as to how it might work.”

But Adam Campbell, owner of Gill’s Home and Garden Store in Western Road and chairman of the Western Road Traders Association, said the idea was “completely ridiculous”.

He said: “I don’t think this idea has any merit at all. They would be better coming to speak to businesses about how to make things easier – by lowering parking charges for instance.

“Mr Kitcat clearly knows nothing about business if he thinks this is the way to tackle our problems.”