PLANS for a multi-million pound investment in Birkenhead town centre have been revealed during the official launch of Wirral’s Business Improvement District (BID).

The BID project has been renamed "Birkenhead First" and aims to inject more than £2m in the area over the next five years.

The money will be spent on cleaning up the town centre and improving safety and security as well as marketing, promotion, and business support servicves.

Further projects highlighted during a presentation at Birkenhead Town Hall were plans to redevelop the Europa Pool site with family restaurants and a Travelodge hotel around the Vue cinema in Birkenhead.

Funds are raised through a nominal levy on the business rates of compaines within the improvement zone and are forecast to be around £2m over the lifetime of the project.

Over the last year Wirral Chamber of Commerce has worked with the council and local businesses on a campaign to introduce a BID.

Chamber chief executive Paula Basnett said: “We want to create a long-term initiative that is right for the town and for the businesses in the area.

“I’m confident that together with partners, we’re going to make a real difference to the area.

“We want people to visit Birkenhead to use our retail and business sectors and to enjoy quality leisure time here.”

Alastair Gould, steering group chairman and a director of Birkenhead-based chartered accountants McEwan Wallace, said: “I am confident that the introduction of Birkenhead First is a very positive move for the town, and importantly, right for the businesses in the area.

“Through this initiative we will offer a strong forum to develop the infrastructure for the BID area and provide an influential voice in working with our Birkenhead First partners.”

Council leader Cllr Phil Davies said: “Wirral Council, local businesses and the public sector share a common goal to build a strong thriving economy and attract investment to power growth.

“The council cannot achieve this alone, after all, local businesses will hire and train new recruits, invest in new plant and facilities and launch new products and services.

“Our support for Birkenhead First is another way to cement the partnership between the council, the business community and our residents.”

Birkenhead First is led by a private sector steering group representing a broad spectrum of businesses and key organisations in the town.

Its members include representatives of Wirral Chamber of Commerce, McEwan Wallace, Hillyer McKeown, McDonald’s, Marks & Spencer, Wirral Council, Wirral YMCA, Wirral Radio, Pyramids Shopping Centre and Smith and Sons.