A NEGLECTED part of town could be renamed Bromsgrove Village to give it an identity of its own after a massive revamp which was set to begin yesterday.

Commissioned by Broms-grove District Council at a cost of £270,000, the changes to Worcester Road were set to start with the installation of a new bus lay-by, off St John Street.

Other projects in the 16-week scheme include widening pavements, clearly defining parking bays, provision of a night time taxi rank, better street furniture, tree planting and improved street lighting.

After consultation with residents and traders the detailed proposals were drawn up and a leaflet depicting them has been posted to the district's homes.

The aim is to enhance the character of Worc-ester Road as an individual trading centre and to encourage further investment.

As part of the plans to improve the road and make it attractive to shoppers and businesses, planners are considering renaming the area which boasts historic buildings from the Victorian era.

Calling the street Bromsgrove Village has been discussed and, according to the council's head of performance and technical services, John Moody, it has not been ruled out.

He said: "The improvements will make Worcester Road an attractive area which people will want to visit and it deserves an identity of its own.

"Bromsgrove Village is just one idea."

Bromsgrove Marketing Partnership chairman Anita Mears, who runs a clothes shop, in Worcester Road, said: "This has been something we have been hearing about for quite a while and we are pleased work is under way."

Contractors will be working on the scheme from 7am to 7pm Mondays to Fridays and from 8am until 1pm on Saturdays.

Worcester Road will be temporarily closed to through traffic but a footpath will be maintained on both sides of the street at all times.