Rotherham Borough comprises a diverse and vibrant mix of people, cultures and communities. One of its greatest strength’s lies in its central location and proximity to the motorway network. Many of the challenges facing the Borough stem from the decline in the traditional coal and steel industries. This has resulted in massive changes within the local economy, changing jobs and businesses as well as the environment, communities and social conditions.

Despite some recent improvements there remain pockets of acute economic and social deprivation. One of priorities for attention highlighted by the Borough Council working with Yorkshire Forward and Transform South Yorkshire is the West Central area, which is the town’s gateway from the M1 and routes to the north.

The Action Plan, worked up with intensive community and stakeholder engagement, articulates a vision of a high quality residential and employment offer in an attractive environment that is cost competitive and complements town centre renewal. A series of measures are identified to integrate the neighbourhoods of Masbrough, Holmes, and Thorn Hill - drawing in the regeneration of the adjacent New York Riverside area through repairing of the urban fabric and remodelling the Centenary Way dual carriageway with an urban boulevard treatment.

A Plan sets out a programme of transformational change and gives clarity to necessary implementation processes, identifying the preferred development strategy and analysing the associated costs, benefits and risks.