SHOPS and businesses in three East Cleveland towns are being urged to rise to the challenge of improving trade during the economic downturn.

The latest regeneration initiative from Redcar and Cleveland Council is targeting Saltburn, Loftus and Brotton, as part its Uplifting Our Town Centres strategy.

A funding pot of £120,000 has been made available from the Redcar and Cleveland Local Enterprise Growth Initiative (LEGI) and the council’s cabinet has agreed to approve the property improvement project.

The council, which has already launched similar initiatives in Redcar town centre and Guisborough, wants to work with agents, tenants and owners and offer grants or loans to cover the restoration costs of properties.

But the council’s cabinet member for economic development, Coun Mark Hannon said: “We need the owners to recognise the need to improve, too.

“It is important to highlight that no direct approach has been made to any of the proprietors or agents in East Cleveland or in the other towns to delivering this initiative.

“But all our background work, including last year’s Love It Hate It consultation, shows that the public believe it’s a priority.

“One of their main concerns was untidy property around the borough. This was especially strong in East Cleveland.

“The area has a strong community spirit, and we believe that it provides an opportunity to achieve positive change.

The responses from the residents and retailers show they appreciate a high quality environment but are concerned about its condition.”

Initiative chairman Keith Hunter added: “This is an example of how LEGI funds can bring real tangible benefits and revitalise the fortunes of town centres across East Cleveland.

In Saltburn, two properties are highlighted – the former Saltburn pizzeria and Keith’s in Milton Street – as suitable for minor renovation.

In Loftus, the council has earmarked the former United Reformed church as a priority investigation, along with premises in Zetland Road.

In Brotton, the council believes the former Brotton Hall Garage needs upgrading, along with properties along the High Street.

Middlesbrough South and East Cleveland Labour MP, Dr Ashok Kumar, supports the plans. He said new measures, announced this week, woul help establish short-term leases to get empty businesses up and running.

He said: “Empty shops in some of our smaller centres can be eyesores. This will give communities the ability to temporarily transform vacant premises into something innovative for the community – a social enterprise, a showroom for local artists or an information centre – and stop high streets being boarded up.”