A £270million regeneration masterplan for Dudley’s neglected town centre was unveiled today.

Shabby buildings and streets will be given a facelift and the town’s Medieval character enhanced.

Under the scheme, hundreds of new jobs will be created, new homes built and more shops and businesses will open.

The former Crown pub in Wolverhampton Street will be the first property to get a makeover and work to create new business premises will start in September.

Future projects also include a revamp of Dudley Market Place to fit in with its historic surroundings and the toilet block opposite Churchill Shopping Centre will be moved to create an unobstructed view across the town to Dudley Castle.

Unnecessary “street clutter” including signs, lamp posts and railings, will be removed and trees will be planted to make the centre look more attractive.

Rundown shop fronts and accommodation above will be renovated in a bid to attract more residents and businesses.

The Dudley Council scheme includes plans to boost the town’s night time economy by encouraging people into the town.

Developers New Heritage Regeneration Ltd, who will be based in the old Crown pub, will oversee the masterplan and are charged with attracting millions of pounds in investment.

Cabinet member for regeneration Les Jones said: “These plans are very important for Dudley.

“The town has the potential to be a tourism hub for the West Midlands as it has a lot to offer.

“Over the years there has been investment in the town centre but we have had to make do and mend. Now we can start afresh and really think carefully about the future of the town.”

Detailed plans are being drawn up with a start date to be announced.