IT'S high noon for Tenbury, the new town centre co-ordinator, Anthony Collis, has strolled into town claiming: "Towns like Tenbury Wells must respond to challenges and strive to create specialist, niche retailing as well as catering for local needs."

Backed by Malvern Hills District Council, which made the appointment, high hopes of putting life back into Tenbury are being pinned on his shoulders.

Chamber of trade president, Sadie Chalkley, said: "We are looking forward to a meeting with Mr Collis and having his experience and very positive ideas for the revitalisation of the town."

Coming from a solid background in the service industry in England and South Africa, he confirmed: "No matter where one is, the principles still hold good - retail is detail, the customer is paramount and first impressions are lasting ones."

Currently living with his wife Diane in Stourbridge, his appointment comes at a time when rural towns are under threat and he lists his priorities for Tenbury as "getting empty shops filled, sprucing up the town and providing attractions to persuade visitors to stay -- and spend money -- in the town".

"Hundreds of people in vehicles pass by the town, we want to entice them across the Teme Bridge and give them exciting reasons to linger -- just as Hay-on-Wye, Leominster and Ludlow have revitalised themselves, so too must Tenbury Wells."

Tom Wells, leader of Malvern Hills District Council said: "This appointment emphasises our commitment to improving the prosperity of Tenbury. We hope that in partnership, Anthony Collis can help the town improve for traders and shoppers alike".

Introduced to Tenbury mayor, Councillor Janice Gluyas, at a meeting organised by Councillor Phillip Grove, he was given a town tour and briefed on concerns over shop closures, vandalism and tourism.