Town traders are seeking more signage to help bring shoppers to their street.
Business owners in Newgate Street have appealed for help from Morpeth Town Council over concerns that customers do not know their premises are there.
They say current signage mainly directs people to Sanderson Arcade.
Paul Barker, who runs Cube juice bar, said: “Looking at the signage, it all seems to be pointing towards Sanderson Arcade. Even signage for the bus station points to Sanderson Arcade. Why can’t we get one pointing up Newgate Street, saying people can get to the bus station that way?
“There are lots of independent traders there and we are looking for help from the council to put some signage up on one of the posts in the Market Square pointing to Newgate Street. There is one to the Millennium Green, but nothing to highlight the traders.
“The council has helped us with free parking, now we are asking for help to promote Newgate Street.”
The businesses would also like signage above the T&G Allan Alleyway, directing customers up and down the street from the arcade, and also suggested an interactive map.
Several business owners attended last week’s meeting of the council’s Planning and Transport Committee to ask for assistance.
Complementary therapist Josie Donaldson said: “I have had a clinic here for 20 years, but most of the signage that is in place for Newgate Street just covers the ground floor businesses. Lots of people say to me ‘you are not on the map’.”
Councillors heard that the Morpeth and District Chamber of Trade had plans to promote the street, but funds were stolen half-way through the work.
Committee Chairman Bob Robertson said: “There are a number of possibilities. Come back to us with concrete suggestions as to what you would like on the finger boards and we’ll see what can be done.”
Coun Nic Best said that Morpeth Town Team and the Greater Morpeth Development Trust should also be approached to help.
Traders were advised that Northumberland County Council is responsible for most signage.