Plans to turn Newport into the cultural capital of Wales are being considered.
The idea is for Newport to become a place that people visit rather than pass by on the M4.
The banks of the River Usk would become a Parisian-style "Left Bank", turning a once-derelict area into a vibrant quarter of cafes, studios and exhibitions.
Developments like the new £35m city centre university campus and a proposed museum of contemporary art will be key.
While this vision of Newport may not be one residents currently recognise, many people in the city are determined to make it happen.
A conference organised by the University of Wales, Newport and the Institute of Welsh Affairs has been looking at how Newport can reinvent itself through culture.
It also ties in with regeneration work already taking place and the eyes of the world falling on Newport in 2010 when it hosts the Ryder Cup.
NEWPORT FACTFILE
Newport already has an arts centre with the Riverfront opening its doors in 2004.
Chris O'Malley from the University of Wales, Newport, said the vision was to create a "must-see city".
He said the riverfront area had been designated as a cultural zone, with projects under consideration including "a contemporary arts gallery and a national documentary photography archive".
But perceptions of a city are difficult to change as I discovered when I spoke to people on the streets.
Most responded positively but eyebrows were raised when I mentioned Newport becoming Wales's cultural capital.
As I wandered down the main shopping street, the first person I spoke to was 25-year-old Ross Hughes, who loved the city but admitted it had something of an image problem.
"My old boss used to say you know you're in Newport because nobody smiles!" he said.
"Newport has got a bit of a bad reputation but stuff going on at the moment is changing that"
"I don't see why it can't work though, Newport's got potential hasn't it?
"There's probably a few other things that could get sorted first.
"Art galleries and that are a bit fanciful."
I was then drawn to the man selling wooden roses from a street stall, somebody who surely stood to benefit from extra visitors drawn to the city's culture.
Jiffy, as he is known to his friends, liked the idea but said he currently had little time for culture as he was busy dealing with the effects of the credit crunch.
"It would be good because there are a lot of people outside Newport who are culturally rich but the people in Newport aren't!" he joked.
"When the students come into the centre, it will be great, everything will benefit from it."
Mitch Methuen, 36, said Newport's supposed bad "reputation" could deter potential culture vultures, but as he was from Cwmbran, perhaps he had other motives.
"The reputation puts people off. If they could get the idiots away from here you might pull them in," he said.
"It's Newport, it's home and I love it"
But not everybody was quite so sceptical as Mr Methuen.
John Payne, 55, said: "It's a very good idea and it's possible.
"I think it would be fantastic, there's been a lack of investment and money.
"We're a very poor relation to Cardiff."
Comparing Newport to Cardiff and other cities became something of a theme, possibly unfair when it is so much smaller than its neighbours.
"I'm from Swansea and there's so much more to do than up here," said 21-year-old Sam Davies.
"I like the idea of art galleries and stuff like that.
"It would draw people of all ages which is what Newport needs to be honest with you."
Teenager Charlotte Awcock was in town with her friend Sophie Keeble and both welcomed the idea of more places to go.
"Newport has got a bit of a bad reputation but stuff going on at the moment is changing that," said Charlotte.
But cultural capital or otherwise, residents are proud of their city, feelings summed up nicely by my very first interviewee, Mr Hughes.
"It's Newport, it's home and I love it," he said.
"Why would you want to live anywhere else?"
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