SALISBURY could become a “great city once again” with a “complete transformation” of its economy concentrated on its scientific strengths.

A report into the strategic future of the city has called for leadership to shift the economic focus away from low-value retail and tourism towards an “innovation community”.

This will be driven by the flagship developments at Churchfields and the Maltings with a new brand encompassing the city. The report, commissioned jointly by the Business Improvement District (BID) and the city council, is written by former Salisbury Vision chairman Alex Tregellas.

The innovation economy will replicate Oxford and Cambridge by using the high-tech industry which already exists at Porton and Boscombe Down to shift the perception of “Salisbury as a sub-regional shopping centre”.

At the heart of the report, seen by the Journal, is a call for Churchfields to be redeveloped into a Technology Park, slashing the number of residential homes planned. It is feared a primarily residential development would “drain the city of commercial activity”.

By offering tax breaks it is hoped to attract regional offices of key technology companies as well as supporting small and medium-sized enterprises.

It would work in unison with the Maltings development, which should be focused around a high value hotel with spa and conference centre. This would be adjacent to an enhanced “edgy” arts quarter featuring a “refreshed” Playhouse, City Hall and Fisherton Street.

It is hoped the hotel would benefit from being within walking distance of the new Technology Park and a high value medieval retail centre, with quality bars, restaurants and shops. Council planners have already indicated there is scope to accommodate a new hotel on the site with the report stating that “consumer behaviour has dramatically changed since the Maltings project was conceived”.

The Maltings site was recently bought by fund management company TH Real Estate and the council is currently working with Stanhope on plans for redevelopment.

It also warns against any chain store underpinning the Maltings project, adding that it would offer “low value employment”.

An “aspirational” brand for the city should also be considered with a website that showcases Salisbury and its assets. This would be based on other successful marketing campaigns around world such as #iamsterdam, #onlylyon and #beberlin.

Aside from major strategic plans, the report also suggests a number of smaller “beacon projects”.

At the centre of the city a temporary “iconic” structure should be placed in the Market Square to symbolise the rebirth of the Salisbury.

Others include a lantern walk along Fisherton Street connecting it to the wetlands park, restoring historic monuments and improving the street scene.

The report also plans to entice users to the Market Place on non-market days with an enclosed food court area attached the cafés and pubs which adjoin the square along Butcher Row and the Poultry Cross. It also calls for additional seating and semi-permanent landscaping to complete the Market Place project.