A BLUEPRINT for the future vitality of Richmond town centre has been unveiled.

The action plan centres on attracting new and more diverse retailers to the town, boosting tourism promotion, developing the evening economy and environmental improvements.

It was developed by Richmond Town Centre Forum after consultants identified Richmond's strengths, weaknesses, opportunities and threats.

Dr John England, of England and Lyle consultants, of Darlington, outlined the findings at a public meeting at Richmond Town Hall on Wednesday. He told about 50 members of the public that improvements must meet the needs of the 500,000 visitors who came to Richmond every year, as well as residents.

"The keys to success are to build on the town's potential for tourism to attract visitor-spending while, at the same time, making the town centre more attractive to residents as a place to shop to reduce the leakage of trade that is taking place," he said.

Several who attended felt some people were "talking down" Richmond to the extent that it was perceived to be dying on its feet.

Gillian Howells, on the boards of North Country Theatre and Richmondshire Arts Development Agency, said: "I don't understand why people seem so negative about the town. We are so fortunate to live in a place like Richmond. A lot of the threat is mind-set and if you change that you can bring about a positive result."

Colin Grant, town centre manager, who outlined the action plan, quoted from the Lonely Planet guide, which described Richmond as "one of the most beautiful towns in England and very few people know about it."

He said questionnaires completed as part of the study showed visitors' perception of Richmond was higher than that of locals.

Filling vacant units and bringing redundant properties back into use was at the core of the action plan. The town had 96 shops, 16 of them empty.

A sophisticated direct marketing exercise would target individual retailers and ask if they had considered opening in Richmond.

Mr Grant said the town was never likely to attract huge multi-nationals. The exercise was aimed more at "niche" businesses and "showcase retailers."

A shopping leaflet to guide people round the centre and better directional signs were also on the cards.

The town ranger, appointed two months ago, had been carrying out market research while meeting and greeting visitors and had spoken to 700 people about their views on the town.

Community-based programmes were also part of the plan, including the re-opening of the Georgian Theatre next spring, following major restoration, and £2m redevelopment of the YMCA into a youth and community centre.

A pilot scheme of themed walks would begin in the spring, including ghost walks similar to those already popular in York and Whitby.

Some residents were concerned that attempts to boost the evening economy would fail because people were unwilling to run the gamut of the yobbish culture that prevailed, particularly on Friday nights.

Mayor Coun Stuart Parsons said people's perception of trouble was sometimes worse than the reality. Experience had shown that providing events and attractions could lessen the problems.

The forum was also in touch with a scheme which encouraged development of accommodation on the often unused upper floors above businesses. This tended to lessen anti-social behaviour in town centres.

Peter Warne, chairman of the forum, said: "Richmond is a fantastic, busy town with fantastic people and, between us, I am sure we can make it even better."

See report page 3