It is becoming more and more evident that town centres are not going to become vibrant again unless action is taken to reverse the deterioration trend.

Reducing the rateable value on individual shops, "pop up shops", dressing windows of empty shops as the answer suggested by a team of experts put together by central government is simply not enough. Companies, I mean all companies, whether they be individual shops or multinationals, have a duty to serve completely in the town in which they trade in. It is not enough to improve their own trade by publicising special offers, extending opening hours and even increasing their range of stock; they must embrace and really feel they are part of the town they serve.

Large multinational companies by and large seem to be bucking the recession trend and year on year they are, overall, increasing sales and profits. This in itself is what running a successful business is all about, and therefore this particular aspect of their business should not be criticised.

The major issue I have with these large retailers is just as my company and other individual companies are being asked to join together in finding ways to reverse deterioration within their high street, the larger companies who have at their disposal professional marketing departments and marketing budgets are not being approached either at central government level or locally. A meeting with representatives of these multinational companies, representatives of local retail trade and the chamber of commerce should be sought sooner rather than later to not only stop the haemorrhaging of shoppers going out of our town centre but also bring members of the public from other areas to shop within our town.

At the end of last year we had what could only be described as our first and very successful winter festival, it not only kept people within the town but also brought visitors to the town itself and without a doubt, from a personal point of view, it kick started our Christmas campaign which proved to be more successful than any other years previous.

One major retailer in the car trade did give their full backing to the festival which was greatly appreciated, but could you imagine how even more successful it could have been or could be in following years not only for the winter festival but for other events, if other larger retailers gave their marketing skills and set aside some marketing budget to talk up forthcoming town events and the town itself.

Michael Curley The Buffet shop.