Docklands retailers have pleaded with Melbourne City Council to continue funding the area's only marketing body, saying some businesses are struggling and face closure.

In an open letter presented at a recent council meeting, a representative for retailers in the NewQuay precinct said Docklands needed a dedicated voice to promote awareness of the area "which has still not registered in the minds of much of Melbourne's population".

Docklands has been ruled a soulless, dispiriting, windswept failure, its waterfront dominated by soaring towers. Credit:Angela Wylie

"There has been so much negative publicity concerning Docklands which has had a huge impact on the viability of many businesses and greatly affected the number of visitors," writes NewQuay precinct manager Simon Duffield.

"Winter is looming and if the downward trend continues there will be more vacant premises."