Bermuda's most lively urban community is shedding its name in a bid to develop a more positive image of itself.

The area known for years known as the "backa town" has been reborn as the Uptown Market - a collective decision by a core group of people who live and work there.

"I think its a great idea," said Elmore Warren of Fresh Creations. He said while some viewed it affectionately, the area's moniker had been seen by many others as having negative connotations.

"So focussing on what's up is more positive," he said.

The idea quickly took hold after it sprang up in discussions around the neighbourhood. This week a group of Uptown businesses took out a full-page ad in The Royal Gazette announcing the "Uptown Mission Statement".

Besides changing perceptions among locals and visitors alike, Uptown is committed to maintaining excellence in a diversity of services, the ad said.

Saleemah Ingemann who works at Spence's Hair Design was not aware of the movement to change the name of the area, but she approves anyway.

"It just helps us to get more business," she said. "We'll be a part of the City basically."

Hairdresser Curvin Spence added : "I think it sounds better calling it Uptown. It's been back of town for too long."

"We've been trying to get everybody to come together and buy Bermuda a little bit more," said Anthony Smith, the buyer for Dub City Records.

"Back of Town is like underground. Uptown is something all countries use world-wide. It sounds good, it sounds marketable and it makes you want to come check it out."

The movement does not stop at the name change. Mr. Smith told The Royal Gazette of a concerted effort by area businesses to bring their shops up to a higher standard.

"What we want to do is to have it more recognised so that tourists can walk around here," he said.

"You know what I'd like to see ? Every building with different colours like Bermuda in the olden days... We have to love it, and love each other and support each other. So that people can come here and be blown away. Court Street isn't somewhere for you to label as back of town, as something negative. Uptown... I like it."