A pioneering project has been established in a bid to further spruce up a Fife town famed for its tourism credentials.
The Brighter St Andrews initiative billed as the first project of its kind in the UK aims to make the town a better place to live, work and visit.
The scheme was launched against the appropriately scenic backdrop of the West Port.
Eric Brown, chairman of the St Andrews Partnership, promised the initiative would “light up the town”.
He said business, tourists and residents would be urged to get involved helping to raise tens of thousands of pounds every year.
“The project involves businesses and their customers contributing to enhance the vibrancy and appearance of St Andrews, heightening the visitor experience and creating an even better environment for local people,” Mr Brown said.
“All businesses can join the scheme free of charge.
“The only requirement is that they make a commitment to collect voluntary donations from their customers, which will be used for a range of projects in and around the town.”
It may have been launched on Thursday, but Brighter St Andrews has already won the backing of more than 30 business partners. Organisers eventually hope to raise around £30,000 annually to invest back into the town and visitor experience.
The first project to benefit from the venture will be St Andrews In Bloom.
The organisation will receive funds to brighten up the town with floral displays. In addition, it is envisaged businesses will sell branded merchandise including mugs, scented candles, jewellery and bags to raise funds for the campaign.
Mr Brown insists everyone in the town has a role to play and promised all will share the potentially lucrative rewards.
“As well as making the town an even more appealing place to visit, it is hoped that Brighter St Andrews will also instill an even greater sense of civic pride among the local community,” he said.
“We are tremendously proud of St Andrews, which is famous the world over as a fabulous place to live and visit.
“It is because we are passionate about our town that we believe we can help it achieve its full potential by making it even more attractive and vibrant.”
Mr Brown believes that the project will deliver “tremendous improvements” for the burgh.
“We are working closely with the local community and businesses who share our pride in St Andrews in this pioneering, collaborative project,” he went on.
“We are confident it will deliver tremendous improvements to this beautiful town that will benefit residents and visitors alike.”