Plans to make Rotherham town centre a more welcoming and friendly place for visitors and shoppers have been given a boost after a 40-strong "town centre team" was unveiled by the council.
The dedicated staff have been selected from all departments at Rotherham Council and according to the authority, they will be working daily to make the town centre "cleaner and safer".
Each member of the team will wear a distinctive blue uniform to make them easily identifiable to members of the public, and will provide directions and assistance to people who approach them.
Coun Richard Russell, Rotherham Council's cabinet member for town centres described the new initiative as a "very exciting" development.
He added: "Here to help is the motto of the team and I hope that the public will find their presence both helpful and reassuring.
The team is doing a very important job because they will be responding to the needs and views of the public and will be concentrating on the issues that people have raised, such as improving litter, lighting, anti-social behaviour and dog fouling.
By working more closely with partner organisations we will be able to build on recent successes that have already taken place."
Over 30 key functions, ranging from street cleansing to waste management, will be closely monitored on a quarterly basis with the town centre streets being divided into three zones – bronze, silver and gold. The gold zone, comprising Howard Street, Effingham Street, All Saints Square and Upper Millgate, can expect the highest standard of delivery.