Residents and businesses in part of Gloucester can apply for cash grants to help them make improvements to their buildings.
The Conservative-controlled city council has put aside £60,000 to help improve the Southgate Street area.
Grants of up to 60% of the costs can be used for new shop fronts, windows or alterations.
Council leader Paul James said a similar scheme in Eastgate Street had achieved "remarkable" results.
"Southgate Street is a key route into the city and an important link between Gloucester Quays and the city centre," he said.
"So it's important that we make a collective effort to improve its appearance.
"These grants are good for business. They can improve access to shops, help with window improvements so goods can be displayed more effectively and make a major difference to the overall environment of the area."
The city council will also be looking to work with businesses and individuals to address breaches in planning regulations that might have arisen.