Residential streets have Neighbourhood Support groups; now the CBD streets have block champions.
The Inner City Focus Group initiative means businesses on each block have a central point of contact for anything concerning the Rotorua Lakes Council.
Councillor Karen Hunt, who leads the council's inner-city revitalisation portfolio, said there had been a great response so far with 16 block champions throwing their names into the ring.
"We're looking for their ideas and energy," she said.
"It will provide them with an opportunity for each of them to make sure they feel fully informed of what's happening in their city."