Towns are being offered a slice from a £1m pot to come up with ideas for reviving their high streets.
The Government-run competition will see 12 areas being given financial backing and advice from a Whitehall team and retail guru Mary Portas.
The idea was born out of Ms Portas' review into high street decline, commissioned by Prime Minister David Cameron.
Announcing the competition, Local Government Minister Grant Shapps told Sky News: "We need Town Teams to come together and put their ideas forward.
"They'll get help, not just that money but actually Mary Portas' attention and help and assistance from the Government.
"And we'll actually help them to try out their ideas and spread those across the rest of the country."
Winning bids will become "Portas Pilots" and, if successful, the scheme will be expanded across the country.
Sky News visited the town of Hatfield in Hertfordshire, which is in Mr Shapps' constituency.
Its (Euronext: ALITS.NX - news) high street is almost deserted and there are almost as many empty shops as open ones.
A supermarket at one end of the street brings in the shoppers but the local residents have little pride in the rest of the area.
Mother and daughter Emma Terry and Rose Mills have lived in Hatfield almost all their lives.
"Years ago it was really nice," says Ms Mills.
"There were fountains, an indoor market and shops here.
"There was a reason to come here then, but not now."
Ms Terry believes high rent rates are behind the town's decline.
Mr Shapps said the contest would give towns hit by stiff competition from Internet shopping and out-of-town shopping centres a chance to regenerate their areas.
He added: "I want to see how these town teams plan to try new things, experiment and ensure that their high streets and parades become destinations for local people want to be."


12 comments