Extra parking, repairs to potholed pavements and a 20mph speed limit may feature in a long-awaited facelift to Didcot town centre.
For years, lower Broadway has been the butt of criticism, but South Oxfordshire District Council has now said it wants to ensure improvements are carried out in time for the opening of the Orchard Centre.
The 18-acre site, between Broadway and the railway line, will include a Sainsbury's supermarket, a cinema and 28 other shops.
The Civic Trust, which was asked by Didcot Development Agency to draft ideas for improvement, has suggested more parking, better paving, traffic calming and stricter enforcement of parking restrictions.
Meanwhile Chris Notman, president of the Chamber of Commerce, is canvassing the views of shopkeepers. Mr Notman, said: "It's important improvements are carried out so that existing shops will have a chance of competing for trade with the new shops on a level playing field."
John Flood, district council cabinet member for Didcot town centre redevelopment, agreed.
But the district council's head of economic development, Brendon Walsh, said funding would have to be agreed by the district and county councils.
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