A traders' association says efforts to improve one of Norwich's most diverse streets has seen hundreds more people visiting the area.
The Magdalen Street Area and Anglia Square Traders Association (MATA) was formed in 2015 to give a voice to local business owners.
Since then, it has sought to promote the street's unique identity, reduce crime and ensure the area is kept clean.
And through its latest initiative, a new shoppers' guide, the organisation hopes to bring in even more visitors to the area.
Its chairman Eric Kirk said: 'When MATA was formed we a had a list of issues which needed to be addressed.
'That was everything from street cleaning, police presence and signage to things like car parks and buses.
'And so far, it has been a great success.'
He said there were now two PCSOs patrolling the area and £30,000 has been spent on improving CCTV.
A new radio system has also been installed to enable MATA to speak directly to Bethel Street Police Station in an emergency.
'We have focussed on the trouble spots and we are gradually closing them down,' he said.
'That is through arrests by police and by encouraging traders to be more selective with who they serve and what they are serving.'
Mr Kirk said through speaking with Norwich City Council, Magdalen Street is regularly cleaned.
And while it was difficult to quantify the impact such measures had on footfall, there had been a 17pc increase in the usage of surrounding car parks since last year.
He hoped the new shoppers' guide, which follows on the from the success of last year's edition, will help increase that figure.
The free booklet can be found at The Forum or inside most businesses along Magdalen Street.
Mr Kirk said there was still work to be done including asking the city council for better signage for the street's car parks.
And there could be further hurdles in the future as proposals for the redevelopment of Anglia Square move forward.
'We could be faced with several years of Anglia Square being changed for the better.' He said. 'But it is key we keep the street alive during that transition period.'
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