A march takes place today to promote Dover’s precinct as the opening of the St James’ development nears.

Despite fears of dwindling trade, organisers now hope now that the giant St James’ will become a springboard for new visitors.

The march and rally, with the slogan “make the High Street great again,” is being organised by ward councillor John Heron and cafe owner Sandra Malho.

It is from 11am from Marks & Spencer in Biggin Street, to Market Square.

But despite fears of the threat to existing trade, the march will have a positive tone and participants are encouraged to wear fancy dress for that.

Cllr Heron said: “We now think that St James’ will be a gateway to our high street. We want it to be a catalyst. So this is not a protest march but a publicity march.”

Those taking part, traders and their supporters, are hopeful that the precinct would benefit from the overspill of visitors to the £53m St James’ leisure and retail scheme, which is due to open in the first quarter of next year.

It is particularly hoped it could keep going with more niche businesses as Folkestone’s Old High Street has with the area becoming the Creative Quarter.

Margate High Street also held its own despite the development of the nearby Westwood Cross Shopping Centre.

In both cases more independent businesses continue trading while being near big chain stores.

Biggin Street and Cannon Street are informally called the high street by locals although there is a named High Street further up.

He said: “Let the big boys have St James’s and our High Street will have more bespoke businesses.

“If we have a negative attitude it will end up being a self-fulfilling prophesy and we can’t afford that.

"We have a beautiful High Street set close to attractions such as the Roman Painted House and Dover Castle.”

The theme of the fancy dress for the march and rally is clothing reflecting Cannon Street and Biggin Street’s past glories.

Cllr Heron will wear Eighties gear for that.

Campaigners want lower rates and physical improvements to help the precinct.

They are asking Dover District Council to provide business rate relief to help struggling traders and encourage new ones to move in.

They also want more investment in the area such as better lighting and seating and linkage to historical assets.

Cllr Heron has already coined the name Old High Street for the precinct to reflect it and St James’ co-existence, as well as flourishing and enhancing each other.

Not all are hopeful about the precinct’s future.

When Cllr Heron discussed the march plans in the Dover Forum website resident Ross Miller told him: “John, unless you convince people to vote with their wallets and support a use it or lose it mentality this may well end up being a wake.”

John Heron is Dover District Council member for Maxton, Elms Vale and Priory, and Dover Town Council representative for Town and Pier.

The precinct is in both these wards.

Many chain businesses will move into St James’, in the DTIZ (Dover Town Investment Zone) of Townwall Street.

These include the restaurants Frankie and Benny‘s and Nando’s and clothes shops such as Next and Shoezone.

Marks & Spencer will leave its precinct premises for St James’, making some traders fear more will do the same.

At the last count there were 12 empty business units between the Market Square and Town Hall with McDonald’s being the latest to leave, on November 4.

Some of the units have been empty for 15 to 20 years and in October the Mercury highlighted neglect, with weeds growing inside the window of the upper floor of one premises.

Ms Malho, boss of the La Salle Verte cafe in Cannon Street, presented a 1,388-name petition to Dover District Council in September calling for efforts to keep the area alive.