If Cirencester is to continue to thrive businesses, councils, the local enterprise partnership and chambers need to work together.

That was the key message from what was called Cirencester Futures - a joint initiative to encourage the future viability of Cirencester.

Launched at a conference at Cirencester's Royal Agricultural University the audience mirrored what the initiative hopes will also be the future - all of those key to the town's future success working together.

Leading representatives were present from local retailers and entrepreneurs, media, Cirencester Chamber of Commerce, Gfirst Local Enterprise Partnership (LEP), Cirencester Town Council and Cotswold District Council.

Matthew Hopkinson, keynote speaker of Didobi and co-author of the Grimsey Reviews, said: "It is vital that we ensure the longevity of our high streets in the years ahead.

"I welcome this new initiative to tackle the challenges facing Cirencester's town centre, and I was impressed by the willingness and proactivity of stakeholders to adapt to changing trends and lifestyles.

"I emphasised that the key is to achieve incremental improvements rather than aim for a 'big bang' approach and this seems to have struck a chord."

David Owen, Gfirst LEP chief executive, called the gathering "a real milestone".

"This conference was just the start of the process and I am pleased to hear that attendees are on the same page. I can assure them of our full support in embracing the funding opportunities available," said Mr Owen.

Cllr Tony Berry, leader of Cotswold District Council, said: "If we want to ensure that Cirencester continues to punch above its weight, it makes sense for key stakeholders to combine forces and come up with suggestions and solutions that have their full buy in.

"The town is the leading market town in the District and, given the positive attitudes and imaginative aspirations that emerged at the conference today, the future looks very bright. "

Cirencester Mayor Nigel Robbins said: "Cirencester Futures is a new way of working, ensuring that everyone in the community has a say on the future of Cirencester and can play an active part in working together to shape the future and contribute positively to making a difference."

The conference heard how a 'health check' by District Council planners carried out in November 2018 indicated that the town centre is generally still making the grade as a prosperous market town when compared with neighbouring centres.

However, all agreed there was no room for complacency and acknowledged the well-documented shift towards on-line shopping would impact on all high streets.