Traders in Birmingham's Golden Mile entertainment zone are being offered the chance to clean up Broad Street - for less than the cost of a cup of coffee a day.
Most of the offices, shops, bars and restaurants in the area will pay a levy of about £500 a year if the owners vote to set up the city's first Business Improvement District.
The BID, covering Broad Street and Brindleyplace, will raise £1.7 million over five years with all of the money being used to deliver a brighter, cleaner and safer environment.
Initial plans for the BID, which would be managed by a private sector-led board, include daily early morning washing of Broad Street, better security, and improved lighting.
But the scheme can only go ahead if a majority of businesses in the BID zone vote in favour.
The initiative is backed by the city council, which is guaranteeing to continue its existing spending levels on street services in the Broad Street area if the BID goes ahead.
Support is also coming from large and small operations including the NEC Group, Argent, Mitchells and Butlers, JD Wetherspoon, ITV, Chrysalis Radio, Miller Developments, Hyatt and Novotel.
Argent director Gary Taylor, who is chairman of the Broad Street Association and a member of the BID team, said the aim was to return Broad Street to its "glory days" of ten years ago. The area attracted an eclectic cross-section of young and older people who flocked to bars and restaurants at a time when Birmingham hosted the G7 conference of world leaders and the Eurovision Song Contest.
But Broad Street had lost its way in recent years and restaurants had been replaced by a "bar-dominated environment", Mr Taylor said.
"This is about trying to create a more mixed environment on Broad Street that appeals to a wider spread of the population. We want to lobby the city council for a new planning policy and a new vision," he added.
An early example of what the BID might achieve is reflected by a promise to wash Broad Street on a daily basis. The street is not washed at all by the council at the moment.
The BID proposal will be sent to 270 businesses in the area. Ballot papers will be despatched by April 18 and the closing date for voting is May 26.
Initial surveys show widespread support for the idea. Mr Taylor said he believed larger businesses would voluntarily donate as much as £70,000 on top of the £340,000 a year to be raised through a levy.
Pubs, bars, clubs and casinos in Broad Street itself will pay an annual levy equivalent to two per cent of their rateable value. All other businesses will pay one per cent.
Eight other BIDs are already up and running throughout the country, including one in Coventry city centre.