Major improvements to Oxford's Gloucester Green are to take place over the next few months.
Ideas include more themed market days, arts and community events, and hanging baskets to brighten up the area.
New vandalproof benches have been installed and other features, including cycle stands, are due to be addeded over the next few weeks.
Shaun Hose, of managing agents Nelson Bakewell, said: "This is the first stage of trying to improve the area and turn it into a better living, working and leisure environment."
Money for the project is also coming from Oxford City Council's central south and west area committee.
Mr Hose said: "In the future we will be looking to promote Gloucester Green by hosting additional themed markets, to attract people to the area, as well as arts and community events.
"We have also recently refurbished the Christmas decorations to ensure that Gloucester Green ends the year with a suitable festive display."
But the news received a lukewarm response from one trader. Hilary Lachapelle, manager of the Once a Tree craft shop, said: "All of these things are helpful, but they don't address the fundamental problem, which is that there's relatively little reason to bring tourists down to Gloucester Green.
"Apart from the farmers' market, there's no particular reason for people to leave Cornmarket or Broad Street. I would prefer to see some attractions to encourage people to come here. It's been noticeable since the tourist information office moved out two years ago, as that actually brought tourists here."
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