It’s time for Bermuda to change its mind when it comes to the north of Hamilton, according to retailers from “the back of town” area.

Elmore Warren, Chairman of the Uptown Market Association, has renewed calls to improve the area, which he says has been traditionally neglected, and is trying to get rid of a negative image. The group, which is a consortium of more than 20 merchants in the area, was founded with the goal of promoting social and economic development.

Speaking to the Hamilton Rotary Club’s weekly luncheon yesterday, Mr. Warren called on business and political leaders to make investment and engage in a dialogue. “My speech was chosen at a general level because half of the people who were sitting in the room probably don’t know or haven’t ventured into north Hamilton,” he said.

“We’ve done things in the area that people are enjoying today, we’ve been lobbying people behind the scenes. There are some things that are happening that people are now starting to feel.”

Government has already showed its support for the scheme in the past by hosting festivals on Court Street through the Ministry of Tourism and providing paint to enhance buildings.

Mr. Warren, who runs the Fresh TV channel on Court Street, was confident that more investment from Government would follow as more people become aware.

Ideas such as a street ambassador program and increased security were floated, particularly on Court Street where Mr. Warren said the times have changed and urged for people to re-discover the area. He added: “We’ve already proven ourselves. Security, marshals and Police are on the street, even elderly ladies are pleased with the level of security, and people can get help if they need it.”

When asked about the negative image that plagues areas like Court Street because of crime and drugs, Mr. Warren resented the notion and denied it was an issue. “Crime is a national issue, and it has nothing to do with just Uptown. Your back yard is an area of crime dealing and drug selling. That’s an antiquated question today.’’

In its mission statement, the group says it will work with clubs, schools, and religious bodies to help eliminate illegal drugs and a youth program is also planned.

“In order to get investment you have to change your mind. Our mission is talking more than just money but a social level of understanding.”