A new initiative has been launched to revive a flagging shopping area.

The Brighton London Road Town Team is looking for projects to claim £83,000 in Government funding. The cash is part of the Department for Communities and Local Government’s efforts to boost the success of Portas Pilot schemes. The Government has unveiled a £1 million package of peer-to-peer mentoring and support for town teams across the country.

Members of the London Road Action Team (LRAT) have met with the economic development team at Brighton and Hove City Council to discuss how firms can contribute to the changes in London Road.

Philip Wells, chair of the London Road Action Team, said: “It is very exciting so see how many initiatives and projects are either up and running, or in the pipeline, or gathering momentum at the moment. “The Portas Pilot is one of these and it is good to see how Brighton and Hove City Council is putting in extra effort to co-ordinate the projects together with Portas so that there is good consultation and synergy to combine and enhance the positive effect.”

Charlotte Overton-Hart of the LAT, said: “We want London Road to be a safe, attractive and economically healthy destination for the many people who work, live, shop and study in the area. “We want to give ideas and support to ensure that the projects have the best possible impact given the limited funding available. “We want them to help shape a series of projects aimed at helping the London Road town centre fulfil its potential.”

The news comes as the Government has launched a new body to help town centres adapt to the changing retail scene. The Future High Streets Forum brings together civic and business leaders across retail, property and hospitality sectors.

It includes the Post Office, Alliance Boots, John Lewis, Costa, the British Independent Retailers Association, the Association of Town and City Centre Managers, the Association of Convenience Stores and the British Property Federation.

Mark Prisk, the Minister for Communities and Local Government, said the forum will take the lead in driving forward initiatives and providing the strategic leadership needed to tackle the difficult problems which conventional high streets need to address.