Heart of Dunedin spokesman Simon Eddy said his organisation's members saw the benefits of partial pedestrianisation of the city centre.
He also said members were not fundamentally opposed to paying a targeted rate to help with a proposed $60 million upgrade for the area.
However, Mr Eddy said it was important city businesses were on ``a level playing field'' with those in the warehouse precinct.
Heart of Dunedin has released the results of a survey of its members that shows 96.5% feel the physical appearance of the area is very important and needs attention.
The release of the results followed a Dunedin City Council recommendation in its 10-year plan that the city spend $60 million on its central city plan.
That money, up from a previous budget of $37.3 million, would pay for upgrades and renewals of roads, footpaths and streetscapes in four areas: George St, Lower Stuart and Bath Sts, Princes St and Rattray St, and the Exchange.
Transport group manager Richard Saunders said last week staff had received a ``clear message'' a more pedestrianised space was needed.
Mr Eddy said the survey was sent earlier this year to people from the Octagon to Albany St and from Cumberland St to Filleul St.
He said the 96.5% who felt the area needed attention was ``an overwhelming response''.
Asked about the pedestrianisation aspect of the council's plans, he said:
``Certainly the member base thinks there is a good opportunity in terms of pedestrianisation, or partial pedestrianisation, for the CBD.
``It is something that has worked very, very well overseas.''
But any plan needed to be well considered and thought through.
``Simply pedestrianising part of the CBD without ambience upgrades and improving the appearance or serviceability of the area would be pointless.
``It needs a long-term strategy that is all-encompassing.''
Mr Eddy said his group was waiting to see a detailed plan for the spending proposed.
``In principle, we're very keen to see further expenditure in the CBD.''
He said a targeted rate was not something Heart of Dunedin's property owners and retailers were fundamentally opposed to. However, he strongly believed there needed to be ``a level playing field''.
``I'm not sure there has been a levy placed on the warehouse precinct,'' he said.
Building owners there had received ``lots of grants and attention through heritage funds''.
``It's no-one's job to pick favourites.''
Mr Eddy accepted $60 million had not been spent in the warehouse precinct.
But he said Dunedin had something no other New Zealand city had; no out-of-town shopping.
``Protecting the vibrancy and amenity of the CBD in Dunedin is pivotally important in the city.''
