THOSE responsible for shaping the future of Great Malvern have pledged to turn it into a lively and prosperous town centre fit for the 21st century.

Malvern Hills District Council says it is committed to rejuvenating Great Malvern's town centre and making it a vibrant shopping area with a lively cultural scene, so attracting tourists, shoppers and walkers.

A Town Centre Manager is being appointed next September and he will ask public, businesses and the community for views before drawing up a plan of action.

MHDC chief executive Chris Bocock said: "The town centre manager will be responsible for continuing work from the 1996 Town Centre Strategy which set out a whole variety of actions. He will take the vision from that on, develop it and look for new opportunities."

An economic prosperity review carried out last year suggested MHDC initiate Sunday shopping and activities, and move Mal-vern's weekly market for a trial period to Waitrose car park on Tuesdays. A date for the move has not yet been set.

To help fill empty shops, a vacant property register will be used by MHDC, landlords, estate agents and prospective tenants.

A marketing initiative, in its early stages, aims to attract specialist businesses. It will be run between MHDC and Malvern Tra-ders Association.

The head of the association, Robin Elt, said: "We are having meetings where we are perusing a list of trade and businesses that we would actively seek to come into the town."

MHDC is also pursuing the redevelopment of the Royal Mail's Belle Vue Terrace sorting office as an arcade of shops and restaurants.

Royal Mail spokesman Don Veale said this week: "Long term we will move out of where we are but these things take a long time. In the meantime we are where we are and that will continue at least until next year."

Council buildings may also become available if MHDC relocates from its current central location, split on several sites, to a single site, possibly outside the town centre.

A commercial consultant is doing a feasibility study on it with recommendations expected within the next four to six weeks.

Malvern Town Council also hopes to play more of a role in future.

Mayor Frances Victory said the authority wants to be involved and is in constant discussions with MHDC.

Mr Bocock added: "We would like to draw on the talents and knowledge of people in the town centre and find out if there are any views good enough to turn into action," he said.

"We need to generate and stimulate interest by working together.