Goodbye Brighton’s London Road; hello City Boulevard?

A city shopping street is to have a Hollywood makeover in a bid to boost trade.

For years, Brighton’s London Road and it’s independent traders have suffered as customers look elsewhere.

But as part of the bid to boost its fortunes, The Latest can now reveal that officials are considering renaming the street City Boulevard.

It has been suggested that starting afresh with an LA-type name would bring more people to an area where new developments such as the Open Market and former Co-op building are already creating a buzz.

The move is the latest in a range of measures after Brighton and Hove was awarded money thanks to the Portas Pilot.