Chippenham-on-Avon is the name residents would prefer for the town, according to a poll.
Around 300 people took part in surveys conducted by Chippenham Vision. They attended four sessions at the town hall last week to decide how the town should retain its market heritage but make the most of the river.
Improvements suggested included a better and more diverse market, more high-quality shops and restaurants, a better cinema, and more events and festivals across the community.
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