A TOP-TO-TOE overhaul is needed to revive the economic fortunes of Uptonupon- Severn, a report says.

Improving and expanding the town’s retail outlets, providing consistent opening hours, creating a strong “brand identity”

and attracting a regular market are all identified as key requirements in restoring the town’s to glory.

Members of Upton Town Partnership were concerned trade had been struggling after several years disrupted by flooding and major construction projects.

They have now come up with a 12-point plan, covering everything from a shake-up of parking regulations to an offer of training for shop staff.

They brought together groups including the town council, Upton Tourism and Trade Association and Malvern Hills District Council to examine how things could be improved.

Together, they funded retail consultantcy firm Metamorphosis to conduct a no-holds-barred retail audit.

While praising Upton’s exceptionally high proportion of independent traders, who “contribute to the character” of the town, the report was also, at times, blunt, stating that many shops are providing only an “average” customer experience.

“While there are still a small number of specialist shops offering a strong customer experience, many have suffered as a result of trade dropping due to a combination of economic pressure, changing customer behaviour and expectations, flooding and works,” the report states.

“This has had an impact on the quality of provision...

with many of the shops offering only an average level of customer experience and some offering a poor experience.”

It says there are big opportunities for improvement in shop layouts and presentation, by ensuring businesses are complementing, not competing with, each other and by providing additional retail training.

Coffee shops, cafés, specialist stores and more specialist and convenience stores are all identified as businesses that would enhance Upton’s existing offering.

The report also labels Upton as a destination “lacking in cohesion” and that establishing a strong brand and identity should be a top priority.

Once the report was complete, the partners involved called a “town conference” with other groups, including Upton Civic Society and Upton in Bloom to examine the results and agree the action plan.

Mike Ostick, partnership vice-chairman, believes the process was important for the future of the town.

“Trade has been difficult because of flooding the construction at a time when the economy is in recession. Shop rents remain high and people are struggling to make a living. We have to make Upton more attractive and relevant to visitors.”

He believes that, with everyone working together, real results will soon be seen.

“Upton needed something positive to give it impetus to look at its regeneration,” he said.

“There has been an awful lot of work in a very short space of time and it has been something that everyone has really bought into together.”