New signage is going up on several key gateways into the borough, as council bosses vowed Dudley was preparing to re-open for business coming out of the second national lockdown.

The council is investing £53,000 to upgrade and replace signs welcoming people to the borough at 20 locations. It will come at no cost to the taxpayer, as the money will be recouped from sponsors advertising on the signs.

Manufacturing firm Thomas Dudley and Dudley College are among the sponsors to have already signed up, although there are still a few spaces left.

The move will also boost the council coffers as the sponsorship money will continue to come in after the initial investment has been covered. Some of it has already been earmarked to clean up the key entry points into the borough around where the new signs are being located. Councillor Patrick Harley, leader of the council, said:

"As we come out of the second lockdown we need to start thinking about attracting people back to our town centres in a safe and sensible manner, and backing the businesses that are being allowed to re-open after a period of real struggle. First impressions are absolutely crucial and we want visitors to Dudley to get the right one, as well as ensuring residents are proud of where they call home.

"The signage will reinforce the strong message that Dudley borough is a place forging a future for all, which is proud to be the historic capital of the Black Country."

Councillor Karen Shakespeare, cabinet member for public realm, added:

"Many of our current signs are quite simply not fit for purpose and are extremely old and unsightly. They don’t convey a good first impression, quite the opposite in fact. They need replacing, and this will allow us to do this at no cost to the taxpayer.

"Along with the fact it will also generate income for the authority over time, it is a real win-win. I would like to thank all the sponsors who have signed up so far and invite others to jump on board for a great advertising opportunity, in locations where huge numbers of people will see them on a daily basis."

The signs are beginning to be installed on a rolling programme over the coming weeks and businesses interested in taking out a sponsorship on any of the gateways should contact 01384 818216.