Dozens of lower High Street businesses in Lincoln are set to stay open for longer on Thursdays, at least during the summer, starting July 7.
Lincoln Business Improvement Group (BIG) is behind the scheme, which will see retailers, cafes, restaurants, salons and banks open until 8pm every Thursday.
The organisers believe longer opening hours for at least one day of the week will help Lincoln overcome the ghost town syndrome, as most shops close at 5.30pm.
The first phase of the plan will be focused on the lower High Street area, from Kind Bar at the bottom of Steep Hill, down to St Marks, after the level crossing.
Businesses who will take part in the scheme include Stokes cafe, Talking Heads salon, House of Fraser and St Marks Shopping Centre.
Organisers hope NCP will offer car parking deals on Thursdays, and Odeon cinema to have an offer on tickets on the day as well.
During the summer, the beach will also return to the city centre, and volleyball evenings will be held on Thursdays to encourage trade in the area.
Lincoln BIG expects the Bailgate area uphill will follow suit with longer opening hours, similar to a pilot project that took place last year.