Two of the most prominent gateways into the city of Brighton & Hove are earmarked for regeneration if approval is given for an urban capacity study at the council's Policy & Resources Committee on 20 October.
London Road and Lewes Road, leading into Brighton & Hove from the north, do little to enhance the city's vibrant image to visitors, tourists and residents, with some areas suffering from visible decay and neglect.
The new proposal outlines plans to complete an urban capacity study, which will see the area join the city's regeneration success story.
The project will be funded by the council and Brighton & Hove and Adur Area Investment Framework partnership (AIF).
AIF board member Peter Field said, "A large number of visitors enter our city on these two roads and are greeted by areas of deterioration. We want to stimulate an urban renaissance and reverse the cycle of deprivation.
"We will explore the potential and opportunities for regeneration in the area to make it representative of this exciting city."
The urban capacity study area is defined as the v-shape between Preston Park, St Peter's Church and Preston Barracks.
Councillor Don Turner said: "At the lower end of London Road, towards St Peter's Church, there is a clutter of vacant and run down buildings. This attracts unacceptable levels of street drinking, anti-social behaviour and crime.
"In other areas the physical fabric is worn out resulting in an unattractive streetscape. It's these areas that are in urgent need of regeneration. We hope the result will leave a lasting and favourable image on people passing through to and from the city, and be a great boost for the whole community."
The study will look at socio-economic characteristics of the area, existing provision and its uses. The data will then inform a masterplan, which will identify regeneration opportunities in employment, housing, commerce, leisure and the community. It will also outline the potential to lift the image of these two pivotal entrances into the city.
A regeneration vision in the area will support current city developments, including Brighton Station, Preston Barracks and the city's aspirations for the Open Market.
The needs and ambitions of key stakeholders will form part of the masterplan. The council will work with local communities, public agencies, major landholders and institutions in the area. This includes the University of Brighton, the Church of England and major retailers and developers.
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