A FORGOTTEN part of York's commercial heart is stirring afresh thanks to the to the hard work and enthusiasm of local traders.

And there could soon be visible signs of this revival as a new neighbourhood identity is created in the city.

"The Quarter" may not be a name that is tripping off everyone's tongue just yet, but members of the local traders' association for Swinegate, Back Swinegate, Grape Lane and Little Stonegate mean to change that sooner rather than later. And they are looking to raise the value of local business properties as well as their profile within York.

Their president, Magda Chavez, who owns El Piano in Grape Lane, said the body was formed two-and-a-half years ago when she got together with Chinelli shoes in the same street.

They were concerned about the relatively low number of people coming through the area compared with other nearby parts of historic York, the high turnover of occupiers of local business premises, and specific problems they were suffering at the time, such as refuse collections by different firms taking place up to three times in one day.

A city council planning officer advised them that the best way to make their voices heard was by uniting, and they have done just that.

For in the intervening period most businesses in their area have joined the United Traders of The Quarter, which has gone from two to more than 25 members.

Many of the old problems still exist, with units still lying empty in streets which remain at times noticeably less bustling than ones just a few yards away.

But the traders are now actively promoting The Quarter, with a Latin festival that is due to spill over into other city centre streets next month, and plans for new signs so that visitors know straight away that they are entering a distinctive area.

The association president said the area had got busier, which she liked to think was due to their efforts, and members felt better about what was happening - but she conceded there was still a long way to go.

"The short game is greater economic stability for our neighbourhood," said Magda.

"The medium game is enhanced value for your business by virtue of location, and I think the long-term game is a better world, a more coherent society and a greater sense of community - a neighbourhood where people know each other and share their troubles and rejoice in their good times."

Association member Sally Dunn, one of the proprietors of Oscar's wine bar in Little Stonegate, said: "I think it's an exciting opportunity for individual traders and licensees in this area.

"It's very difficult because we are off the main track of Stonegate and Petergate, that's why we are trying to promote this area."

So far as enhanced values for businesses were concerned, Magda pointed to the fact that a major local property owner, Oakgate, was backing their efforts by acting as one of the sponsors of the Fiesta Latina.

The event has grown from being a big street party in The Quarter in May 1999 to becoming a major feature of the York Food and Drink Festival.

On September 22, 23 and 24 the fiesta will take over parts of Parliament Street with a Latin market and live acts performing on stage there, as well as other parts of the festival.

Magda said other sponsors were United Distillers, Brake Bothers, Ben and Jerry's Ice Cream, Bass, Guinness, Budweiser and Pimms, plus the association members themselves who had put £100 each towards the likely cash budget of about £8,000.

Members hope to have new signs in place pointing out The Quarter by the time of the festival.

PICTURE: Swinegate, looking towards Back Swinegate and Grape Lane: traders have joined together in a bid to promote the area now known as 'The Quarter' and boost property values