As big name shops continue to struggle in a cut-throat high street environment, Middlesbrough Council wants to shift focus from retail.
Launching its 'city centre strategy' for the next four years, council top brass aim to reduce the number of shops - and get more people living, working and playing in the centre.
And there's a host of potential changes in store - some small, some big - which will attempt to turn Middlesbrough into a 'destination'.
Broadly, the council's leadership wants its centre to look and act as a city centre - attracting people from outside the area to spend their time and money as a "destination".
It says its own analysis - as well as independent advice - shows the town needs more people living in the centre, and more workers too, which is why the authority is supporting a Grade A office development at Centre Square.
And the authority hopes its grand plans for the town centre will match its ambitious Investment Prospectus - launched in 2017 - which spelled out its ambition to get more people living, and therefore paying council tax, in Middlesbrough through a programme of investment, house building and job creation.
But it can't do it alone. After working with local firms to produce its strategy, which will go to the authority's Executive next Tuesday, it's now asking the business community to support it too.
And the council will need more than £10m to deliver its aims by 2021 and beyond - with an application to the recently announced Future High Street Fund to come this year.
Why Middlesbrough is calling itself a city
Eyebrows are often raised on the other side of the council chamber - and the comments section of Teesside Live articles - about Middlesbrough Council's description of its 'city centre'.
But according to Sam Gilmore, head of development and economic regeneration at the authority, its not an unrealistic ambition.
"The truth is, as the city centre of the Tees Valley, we're drawing from a potential catchment area of 800,000 people living within a 30-minute drive," he said.
"That's the type of information that businesses and retailers want to hear - and that's why having a strategy like this is so important.
"But we need to be better at getting people here. Not just for shopping, but for an experience.
"That means we need more leisure, we need more food and drink, we need to create an 'experience'."
Michelle McPhee - the council's city centre manager, who has been in post for a year - agrees.
"This strategy sets out our priorities," she said. "We're not making a bid for city status, but looking at what we need to do to go from having a town centre to a city centre."
Councillor Charlie Rooney - whose brief is 'city centre strategy' - has been referring to Middlesbrough as the "centre of a city region" for some time, and has maintained that people in the town "shouldn't talk ourselves down".
All three say having a clear and defined strategy for the centre is vital - to give new and existing businesses confidence to invest, and to attract new visitors and spend more money.
For the people lucky enough not have to have set foot in in boror, he town is best described as the playground for a bent, greedy Labour council.
The last 30 years, esp,. the last 15, have seen MBC had out more money to dossers and, when they ran out of UK dissers willing o live in town, importing the scum of the earth from everywhere.
AS far as destination you will struggle to drive into the centre. If you do, youll have trouble parking. If yo do park then your car will be knicked.
There will be no problem with the councils strategy of 'less shops' they are leavign in droves.
The 'independent shops' are nothing more than grant funded tax creditors running stupid 2 customer in a day shops.
As far the travel connections, the bus tstation is full of drunks and public masturbators. The train centre is seprated fro mthe town by a bunch o overhead roads which give the ~200m walk a feel like a stroll down rape alley.
The desperation is driven by the fact there are less and less tax payers in the town.
If - and a big if but probably - Teesside Poly runs into some headwinds and reduces spend andour employment then thats it.