CAMPAIGNERS have called for a town centre manager to revive Dorchester's flagging fortunes and boost its feel-good factor.

They have joined forces to make the plea as the town forges a new future following the collapse of plans for a major shopping complex and as some traders struggle to survive.

The group - including civic society and chamber of commerce members - says a town centre manager or co-ordinator is vital to focus efforts on the way ahead.

The move comes amid calls to capitalise on the town's rich heritage and as shopkeepers warn that businesses are going bust under heavy rents, rates and poor trade.

Derek Beauchamp, from Dorchester Civic Society, said: "It is important for the future of the town.

"Somebody has to bang the drum for Dorchester, promote the place and bring all the different groups together.

"We have to build for the future, not just in the short term but for 50 years ahead."

One of the aims of the scheme would be to draw more people into the town - possible using tourism - to help boost trade.

But campaigners say the co-ordinator would also play a key role in improving facilities for visitors and residents, such as public toilets, and stimulate public interest and community involvement in the town.

He or she would also improve communication between community groups, promote the town and ensure its smooth running by co-ordinating such things as the emptying of rubbish bins to dealing with traffic snarl-ups.

John Pearson, who drew up an action plan for the town's chamber of commerce, said: "About 400 other towns in the country have town centre co-ordinators.

"Bridport and Sherborne have them. It's about the regeneration of the town centre."

The town and district councils have appointed Lynne Saunders as the Dorchester district community co-ordinator, but her role is to pull together views for a new community plan for the area.

Campaigners say a town centre co-ordinator could help improve road signs, street furniture, report defective lighting and unswept streets, encourage town events and liaise with police.

Other duties could include encouraging investment and new business, dealing with complaints, developing plans for a bus station, helping to draw up grant applications and developing parking permit plans.

Town crier Alistair Chisholm said: "Small things can be done to bring back the feelgood factor, draw people into the town and make everyone feel more positive."

Campaigner Lorna Low added: "We need someone at the hub, at the centre of the web, to draw all the threads together."