A foundation backed by business, Bradford Council and regeneration chiefs was launched today to help raise millions of pounds for the city's Park at the Heart scheme.

Michael Ziff, chairman and chief executive of shoe giant Stylo Ltd, will lead the bid to raise private funding to support the creation of a near £30 million world class park in the centre of Bradford.

A bid for £24.5m from the Big Lottery Fund fell at the last hurdle last week despite the project drawing the support of more than 31,000 people who took part in a consultation exercise.

Next week Bradford Council's powerful executive has been recommended to reaffirm its commitment to the "transformational" scheme and seek funding from regional development agency Yorkshire Forward and English Partnerships.

Today's launch of the foundation at Bradford's Great Victoria Hotel was due to be attended by Yorkshire Forward chairman Terry Hodgkinson, Bradford Council leader Councillor Kris Hopkins, Council chief executive Tony Reeves, and Maud Marshall, chief executive of Bradford Centre Regeneration.

The foundation campaign is looking to attract support from leading businesses and enterprises in Bradford and across Yorkshire. There will also be opportunities for community groups and individuals to back it.

Dr Ziff said: "After such unprecedented support from the Bradford public there is an immediate need to deliver the Park at the Heart. This scheme is public realm on a European scale and is something different from any other UK city.

"I therefore wish to enable Bradfordians to play their part in a way that will ensure their signatures' are on the park.

"We believe that the business community will gain as much benefit from this park as the residents as one of its aims is to see the creation of a core business district. Therefore, I will be asking businesses to contribute to the regeneration of their city."

Balbir Panesar, president of Bradford Chamber of Commerce, said: "This is a well-deserving, innovative and robust project that has the support of Bradford's businesses as well as the wider community.

"This is too good a project to let die. City Park is a unique scheme that would give something to the business community and lots of other people in Bradford."

The Council's deputy leader, Councillor Dale Smith, described the launch of the foundation as "a positive and exciting piece of news".

Anyone who wants to make a donation to the Park at the Heart Foundation should call (01274) 768078.