Oxford’s historic shopping district is being targeted by a joint initiative from Lincoln, All Souls, Brasenose and Oriel Colleges.
The Oxford Market Quarter project is intended to promote independent retailers, cafés and restaurants located along streets in the city centre.
The four institutions are collaborating through the City Centre Group, which owns numerous commercial properties.
Its holdings include premises on High Street, Turl Street and King Edward Street, where more than 40 businesses are based.
Organisers say the partnership will build on the existing combination of independent and specialist traders while encouraging visitors to move beyond the area’s best-known tourist locations.
A dedicated website is also under development for the project.
It is expected to provide a directory of participating tenants, together with information about events, offers and local news.
Launch events form another element of the Oxford Market Quarter programme and are intended to bring additional visitors to the surrounding streets.
The project sits within wider measures aimed at regenerating Oxford’s city centre, including proposals for the nearby Covered Market.
Those plans cover improved access routes, upgraded facilities and a more pedestrian-friendly connection through Market Street.
Their stated objectives include drawing more people to the area and providing additional support for traders.
Supporters believe Oxford Market Quarter could improve the outlook for independent businesses as high streets across the UK contend with significant difficulties.
The participating colleges maintain that large-scale redevelopment is not part of their proposal.
Their priority is instead to protect the character of Oxford by backing independent traders and encouraging greater footfall on streets that receive fewer visitors than the city’s main tourist areas.