AN unprecedented opportunity to transform Hereford is handed to its citizens today.
Everyone gets a say in a scheme that to see the city looking a slicker place.
But if established assets like the river and Cathedral are up for ambitious enhancement, the blueprint is really about basics - putting right what's seen as wrong.
How that's done is down to those who live, work and play there.
On offer in High Town this afternoon (Thursday) is a sneak peek at the plan proposed by the Hereford City Partnership (HCP). It's a million pound makeover for a city centre where the past is always present.
And possibly the future.
HCP, a limited company with public, private and voluntary sector representation, will roll consultation out until Christmas.
A Christmas that could come in February should full funding bids be approved.
Regional development agency Advantage West Midlands has already agreed the first year's funding of a four-year package worth around £1.5 million.
Other applications will be made to English Heritage, the Heritage Lottery Fund, various arts foundations, Herefordshire Council's capital programme and private sector investors.
Initial talks to this effect proved positive, the imagination of future funders captured by the concept of a themed, holistic approach.
If that's money for a makeover the like of which the city hasn't seen since the 1970s, face value is what the project is worth now - how it's sold to those supposed to benefit.
What they get on paper is a Hereford physically and economically revitalised. This 'City of Living Crafts' celebrates a creative sector the envy of any in the country, creativity applied to its streets, spaces and attractions.
Long overdue according to the project team, which has brought in one of Europe's biggest architectural/ engineering groups.
Building Design Partnership (BDP) has similar schemes in London, Liverpool and Marseilles on its CV.
They'll work to what's wanted. Now the city and the thousands that use it every day must say what they want.
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