MORE businesses need to get behind the Cowley Road Carnival, in Oxford, so next year's event can have a real 'wow factor'.

East Oxford Action, which organises the annual event, has already started preparations for next year's event, on July 6, and has said the support of the community is vital.

Last year, about 25,000 people packed the streets to see the carnival. Chief executive Zoe Brooks said: "We are looking to do something around big processional figures which would give us a real wow factor. They need to be strong, light and impressive so we could do with more money."

The organisation will be presenting a report to Oxford City Council's east area committee on Wednesday. The report outlines the cost of putting on the carnival - more than £120,000 - and reveals a black hole of almost £16,000, which was last year met by East Oxford Action.

Mrs Brooks said: "The level of sponsorship, once you strip out the two big sponsors BMW and the Co-op, is quite low. I think every business in the Cowley Road should be supporting us - and they are not at the moment.

"We are talking many millions of pounds going into the local economy every year thanks to the carnival, and it's also really good promotion of the road."

Mrs Brooks was keen to get the Carling Academy, which opened in September on the site of the former Zodiac nightclub, involved and said preliminary discussions had been held.

A charity has now been created, called the East Oxford Action Charity, which will mean applications can be made to different organisations and trusts - and collections can be made on the streets on the day of the carnival, which was previously banned.

Call East Oxford Action on 01865 203367 to find out more.