EVESHAM traders are to form a lobby group to give them a strong voice for changes in the town.

Around 40 people attended the inaugural meeting at the Northwick Hotel last Thursday when the seminar director for the evening was John Murphy, editor of the Evesham Journal.

Keynote speaker Robin Elt, the successful shoe retailer, compared Evesham's situation with that of the successful launch of the Malvern Experience which has gone on to form a strong union between business and retail that was promoting and putting the Great back into Malvern.

He said: "Evesham has stupendous assets, the River Avon, Bell Tower, Riverside Shopping Centre and a great range of independent shops, heritage and history and national awards."

Lew Hammond, Evesham's Market Town Partnership manager, who organised the event with the Vale of Evesham Commerce and Tourism Association, said: "We started the ball rolling with a business seminar last February and we intend to merge the two events into one next March to really put the town on the map."

He explained: "The Market Town Partnership, Advantage West Midlands and local authorities have invested over £1 million in regenerating the town and now we need more sponsors for our festivals and Christmas lights so that we can really go that extra mile and attract local footfall and new visitors throughout the year."

Bob Carr, representing the Riverside Shopping Centre, said: "Companies like Marks and Spencer, Burton's Menswear and Woolworth are supporting this initiative and it's the best opportunity yet for the town centre and the retail businesses to market themselves.

"We have a catchment area of 90,000 people and we need to impress upon them the amenities that are available to them."

John Stych, chairman of VECTA, said: "VECTA has put aside £1,000 to help launch a Retail Committee for the town.

"We are delighted with the response, particularly the 20 retailers who volunteered to form the committee."