Riverside Shopping Centre and the former Riverside Medical Practice in the town centre have been earmarked to be bulldozed to make way for a destination on the banks of the River Severn in Smithfield Road, as well as other developments. The project was awarded £18.7 million in government "Levelling Up" funding in January 2023 and the scheme will be developed in three phases:
Phase 1a - Demolition of the former Riverside shopping centre and creation of public realm/park on Roushill.
Phase1b – Partial demolition of the former Pride Hill shopping centre and leisure led mixed-use redevelopment, currently proposed to include a cinema, food and beverage, and retail with bridge/footpath links to the to the former Riverside shopping centre site.
Phase 1c – Construction of commercial office building, incorporating the multi agency hub with associated pedestrian links, from landing of existing Frankwell footbridge to Pride Hill.