Dundee’s West End is to launch its own brand to capitalise on tourists visiting the city’s new V&A museum.
The scheme could see shoppers given access to a physical and online map of outlets in the area to “highlight the unique appeal of the district”.
Planners have also raised the possibility of introducing new street signs to welcome visitors and make it clearer they are entering a heritage centre.
Other proposals include hanging flower baskets along the length of Perth Road, erecting heritage street lamps and raising banners to showcase local retailers.
Civic leaders hope the scheme will raise fresh interest in the West End’s speciality restaurants and shops and capitalise on investment in the city.
Bailie Fraser Macpherson, who represents the area, hopes some of the plans could become reality before the museum’s opening on September 15.
“We are conscious the number of visitors to Dundee is going to increase and we want to see areas like Perth Road and Blackness Road benefit from that,” he said.
“We are really lucky in Dundee to have these local shopping centres – Broughty Ferry would be another example – and I would like to see visitors coming here and wandering into shops and bars.”
Mr Macpherson said he would also like to see the West End take advantage of its abundance of local artists to help “brighten the place up a bit” by redecorating Eurobins and incorporating street art.
However, Barry Thomson, owner of Pacamara cafe in Perth Road, argued the funding would be better spent on involving young people in marketing the area rather than beautifying the streets.
“Things like hanging baskets are nice once people are here but people visiting Dundee are more likely to read about it online or social media and I think that’s the most effective way to get the word out,” he said.
Fraser Reid, owner of neighbouring Fraser’s Fruit and Veg, said he had not been contacted for his views on the new branding scheme but hoped it could help drive up business in the area.
He added: “When I look at travelling to a new city, I look at blogs or Instagram pages so I think any branding would really benefit from being on there as well – I’m not sure some of the things proposed would help on their own.”
Dundee and Angus Chamber of Commerce chief executive Alison Henderson said she thought the proposal could be “a great idea – one that could be really positive for the West End”.
“Broughty Ferry is a good example of where the traders have come together to help build a reputation as a place to go, shop and experience things,” she said.
“Brands can certainly help attract footfall and this is a year where there really is that catalyst to get things done.”
