A bright new sign showing the quayside, as it was in the 17th or 18th century, filled with activity as a sea-going ship docks close to the town bridge has been put up on a building in The Quay as part of the areas re-branding. The historic parts of St Ives have been renamed the Riverport area as the Town Team builds on the towns best assets with a view to increasing footfall in the town centre. Town Team Riverport spokesman John Souter said: This is the first step to help increase footfall into our town centre. More signage will appear around the town, a new website hub will increase enquiries to our existing sites, which will be linked, and we will attract attention with exhibitions, discovery days and re-enactment events all designed to promote the town. We will encourage businesses to take advantage of the opportunities the Riverport concept will offer.