RADICAL plans are being drawn up to transform the heart of Pershore and open up the town's river frontage for the first time in history.

A planning application is expected this summer for a scheme to develop the area behind the High Street from the Riverside Centre, next to the leisure centre, to the Angel Hotel.

If the project goes ahead the town will have a new landscaped riverside walkway, some much-needed affordable housing, an extra car park and a service road for businesses along the High Street.

Phil Merrick, head of community services at Wychavon District Council, said the plans could reverse the time-honoured accusation that 'Pershore is a town that turns its back on the river.'

He said that talks with a private developer and grant-giving bodies are continuing and could be complete within a matter of months. "This is a once in a generation chance to change the face of Pershore and open up the river frontage," he added.

The road would run behind High Street properties from beside the Riverside Centre to the rear of the Angel Hotel, where a new car park would be created with a footpath leading into the High Street. It would also provide rear access to businesses along the High Street, helping to cut the number of delivery lorries using the main road. The scheme would also free up land for housing

Due to the risk of flooding the river frontage would not be developed and instead would be landscaped as a public walkway, effectively extending King George's Fields along the riverbank.

Mr Merrick said the idea had first been suggested several years ago and was included in the current local development plan. "Originally the idea was to link the Abbey with the High Street and then the High Street to the river. The new walkway next to the Town Hall is now in place and this scheme would provide the final link to the river."