TRADERS in Malvern Link are calling for more support from Malvern Hills District Council to help preserve the area as a shopping centre.

And among their requests are for something to be done about a neglected water feature in the centre of the Link and for a Christmas tree to celebrate the festive season.

Heath Evans, whose business Express TV is being run by the third generation of his family, said: "The sense of community once enjoyed in the Link has largely ebbed away. We are bucking the trend as we have generations of families as customers.

"As traders, we need to find focal points locally where our community can gather. We don’t think that High Streets have to be about ‘managed decline’. We think they can thrive.

“A few paces away from us, our local fountain was installed as an artwork about twenty years ago. It had some bubble bath thrown into it when it was first completed, flooded the road and since then the water’s been turned off.

"As you can see from the state of it, maintaining it has not been at the top of anyone’s agenda.”

He said that a group of local traders approached Malvern Town Council about a Christmas tree, which they hoped would provide a focal point.

"A series of obstacles were raised ranging from concerns over the electricity supply, liability issues and including reduced pedestrian access and health and safety impacts," he said.

Beverley Nielsen, prospective parliamentary candidate for West Worcestershire, said: "With 3,000 stores closing in the first half of this year, it’s clear to traders that they need to offer more to attract local people back to our high streets.

"Traders here want to see a Christmas tree located beside or in place of the current fountain as a focal point for the local community and this is exactly the sort of thing that will help generate interest.

"We do need to see some more investment into our local high streets and we need to come up with creative ways to help this happen. It’s clear that a little investment into the fountain would help to maintain it.

"The mosaics have been damaged and chipped away. Even if the benches were kept free of moss and mould it could at least be used to sit on.

Artist Phil Ironside whose studio is almost opposite the water feature, said: "The fountain needs taking down and redesigning in sympathetic manner so we can put it to good use. The main thing is a Christmas tree. Most people you talk to think it's a joke."

And ward councillor Kwai Hung Chan said: "I want to see what the residents want because it's no good going ahead demolishing it unless we know what we want. A consultation is needed to make sure we do the right thing."

Malvern Town Council confirmed that in September last year, the traders applied for a grant for4 £500.

A spokesman said: "Whilst the committee felt that this was a commendable initiative that should be encouraged, the application did not include any long-term plans. It was suggested that a special grant application could be submitted in the future.”