PLANS to transform Ferndown town centre have been announced.

Major roads could now be developed as part of the ‘town centre strategy’.

Penny’s Walk may also see changes as a result of the scheme, with a day centre for the elderly relocated and the Barrington Centre’s café extended.

An initial list of seven projects were identified after the town centre strategy was approved.

Chairman of the implementation group, Councillor Mike Dyer of East Dorset District Council, said the initiative will "breathe new life into the town centre".

“There was overwhelming support from the public for the proposals in the strategy and the job now is to get on and implement them," he said.

"We are keen to develop some more detailed proposals on individual projects and check that the public and local businesses and organisations still support them."

Information about the town centre strategy is to be distributed to residents of the town.

There are also plans to set up a stakeholder group of people with interests in Ferndown.

However, the work itself is likely to take "a number of years to complete", council officials say.

The projects identified for development:

Planners hope to give Victoria Road a 'high street' character, with a range of shops, businesses and restaurants available for visitors. As part of the changes, developers would change 'driver perceptions' of the entrance to the town centre to allow motorists to lower their speed. The strategy advises a 'better balance for pedestrians' as the straight road often leads to faster driving.

Ringwood Road could also be redesigned to 'improve the sense of arrival' to the town and create a safer environment for pedestrians. The stretch is often used by HGV traffic, and has poor visibility, making it 'difficult and dangerous' for shoppers wishing to cross. Planners hope to slightly narrow the carriageway to provide more space for pedestrians. The traffic island could be removed and the junction realigned to slow traffic entering Victoria Road. Pavements could be widened to improve sight lines at crossing points.

Planners say Church Road, which is often used by schoolchildren getting to schools, the leisure centre, the park or the playing fields, needs significant changes. The stretch is a 'long, straight, narrow route' with a 30mph speed limit, although surveys show 30 per cent of vehicles exceed the limit, affecting pedestrians' safety. There are also no crossing facilities. Landscape plans to provide a footpath connection through St Mary’s Church to Ringwood Road have been approved. Cycling links to key employment areas could also be improved under the strategy.

In Penny’s Walk, a series of changes are planned. Developers say the ‘single most important aim for the long-term regeneration of Ferndown town centre’ is to improve the retail and leisure offer, with Penny’s Walk providing a ‘key location’ to attract new retail and leisure investment. Under the strategy, the Ferndown Day Centre operated by Tricuro would be moved, providing a ‘significant opportunity’ for new retail and leisure offerings.

The existing bar area and café at the Barrington Centre has ‘limited space’ and ‘more positive frontage is needed to bring more life and activity to Penny’s Walk’, according to strategists.

A redeveloped Penny’s Walk would allow space for 25 to 30 traders at a weekly market. The public toilet block, which ‘currently dominates the view into Penny’s Walk from Victoria Road’, could also be relocated.

Planners say 84 per cent of potential expenditure is lost to surrounding towns, including Wimborne and Ringwood. Many would-be Ferndown shoppers also choose to visit Castlepoint instead.

Key aims for the strategy also include exploring ways to improve access to new and existing businesses and providing affordable starter homes to enable business growth.