AT its worst it was described as resembling a war zone as tramworks lined the shopping rows and Georgian terraces of one of the Scottish capital's most sought after quarters.

Now the West End of Edinburgh, where some firms claimed the introduction of the trams cost them millions of pounds worth of business, is to be revitalised with a cash-raising push to promote the area's draw as a retail and social hub that hosts some of the city's best eateries, pubs, clubs and shopping.

It is hoped the move will bring the area "back to its former glory".

More than 150 firms across 20 streets are being asked to sign up to create the West End Business Improvement District (BID) so the historic area can be designated for investment that will fully restore its standing a shopping and leisure destination.

Each pays a levy that is yet to be set and the money will go towards new local signage, advertising and marketing campaigns, brightening up the streetscape and more greenery.

Its champions say services currently paid for by rates will continue and have called on all in the area to have their say on the plans.

They said tramworks chased away shoppers and the conomic downturn also led to many firms closing altogether.

Michael Apter, chair of the West End BID steering group, who is also involved in the existing West End Association for businesses, said the plan is to revamp the district that contains numerous buildings of great architectural beauty, primarily long rows and crescents of terraced houses.

He said: "The idea behind this BID is to return the West End to its former glory and create a busy, vibrant and successful West End in 2015 and beyond."

The plan was welcomed by some firms.

Sarah Connelly, owner of the Odyssey Boutique, William Street, said it would "strengthen community partnering to create a flourishing business district - there are so many possibilities in working together with such creative minds".

Peter Knight, of Teuchters and A Room in the West End, said it "will provide a more powerful voice to make people aware of the area".

Josh Miller, joint managing director, Charlie Miller Hairdressing, Stafford Street, said the plan would mean firms can make "improvement where we want it".

Joanne Mowat, Conservative councillor for the city centre, said the area was in need of a fillip after years of disruption.

She said: "Business Improvement Districts have the potential to be a waste of time and money.

"But they can also really deliver benefits if the businesses are properly managed.

"There is the controversy that some are also concerned about paying more money when they already pay rates, but with strong leadership the businesses involved could be able to make an impact .

"It was heartbreaking to see the area as it was with tramworks but they the (West End Association) always came to the table and tried to be positive."

The adjacent Essential Edinburgh BID covers George Street and has been used to help form a part pedestrianised precinct in the boutique district.

Firms have until the start of March to decide on whether to back the move.