A masterplan for the area says something should be done to increase investment and improve the appearance, sustainability and traffic flows around what is a key gateway to the city.

A public consultation starts on May 26 and will last six weeks. The plan will be posted on the council website and hard copies made available on request or at local libraries.

An exhibition will be staged at the Co-op building from June 4-6.

The plan calls for measures to cut air pollution, improve public open spaces and de-clutter streets in key locations.

Historic buildings should be preserved and views of landmarks such as St Peter’s and St Barthlomew’s churches improved.

New flexible business accommodation is needed for creative and start-up businesses. New shops including those for independent retailers should be developed.

Biodiversity could be encouraged and street scenes made more attractive with planted roofs and walls. Places should be created where people could simply enjoy sitting in the sun.

A pot of community cash for measures such as training, arts and play areas would be created through contributions from developers.

Three main redevelopment zones already proposed are centred on City College at Pelham Street, Vantage Point and the Open Market. These provide opportunities to replace poor buildings with good ones. Small local companies could be set up to generate eco-friendly energy at district level.

Many streets could be made safer by encouraging more business activity in streets to make them feel busier and safer. Routes between key destinations such as the Level and the station could be improved.

A report on the masterplan is due to go to the regular meeting chaired by cabinet member for environment Geoffrey Theobald on May 7.

Cllr Theobald said, “This is an important gateway to the city. It could and should be so much nicer. We need to bring in measures which ensure traffic keeps flowing, people can get about feeling safe and that many streets are made much tidier and more welcoming.

“This is a long-term vision not an overnight revolution. But we need to start consulting in May to gather the views of people who live and work in the area.”

The masterplan can be viewed and downloaded from Tuesday 26 May 2009 via the council’s web site at www.brighton-hove.gov.uk.

Comments can be posted in the ‘have your say’ board provided during the drop-in exhibition or submitted in writing to Planning Strategy & Projects. Room 407-410, Hove Town Hall, Hove BN3 3ZZ or by email to ldf@brighton-hove.gov.uk by no later than Monday 6th July 2009.