Upgrades at Regent Arcade are being planned to help it compete with other retailers.

Bosses said the 40-year-old shopping centre has "suffered" in recent years due to the decline of customers.

Plans have now been revealed to give the "subservient" High Street entrance a makeover so it is no longer overshadowed by its more modern neighbours.

An application has been submitted to Cheltenham Borough Council to install new glazing frames with integrated LED lighting, seasonal banners and lighting.

Applicant The Regent Arcade Trust said it would bring the entrance inline with other frontages along the High Street such as John Lewis and Next.

The arcade dates back to the 1980s and over the last 15 years "significant investment" has been made to upgrade it. Work has included the major redevelopment of the external façade along the High Street in 2008 and refurbishment of the Ormond Place entrance on Regent Street in 2012. A rooftop restaurant was approved in 2023 but has so far not materalised.

The Trust said the High Street entrance is now in need of work to make it more prominent and help improve footfall into the shopping centre.

A statement submitted as part of the application said: "Regent Arcade has suffered over the last years in the decline of retail and customers in general.

"The shopping mall entrance is currently very much understated and subservient to the retail stores on the High Street with their projecting signs and fascia bands to announce their presence.

"The current design doesn't highlight the entrance and fails to announce a vital asset in the community."

Designs drawn up by Bell Architects will create an "attractive and modern upgrade to Regent Arcade, whilst maintaining and complimenting the regency style frontage installed in 2008" said the plans.

The proposal is to install new LED lit glazing, within the existing curved opening of the façade but with less framework to create a lighter, more open atmosphere. Seasonal banners would be added either side of the entrance to improve its visibility and advertise local festivals.

The application said "dramatic" and "fundamental" change to shopping practices in recent years mean competition for customers is fiercer than ever.

"It is imperative that measures are taken to create an enjoyable shopping experience coupled with a mixture of retailers and restaurants to continue to encourage customers to view Regent Arcade and Cheltenham Town centre as a destination of choice," added the statement.

"Any measures must be carefully considered in the context of overall strategy and ambition to not only protect and maintain Cheltenham town centre but to plan for future growth and prosperity.

"The above must be achieved whilst recognising competition from the internet and regional shopping centres such as Cribb's Causeway and Cabot Circus."

Cheltenham Borough Council is due to determine the application by June 28.