A NEW look is on the cards for Scarborough's South Bay beach and historic West Pier to give the resort a more up-market image.

However, a public survey carried out by the council has seen mixed messages come back as to what should be done, says the borough council's technical services director, Derek Rowell.

There was strong support for a piazza or events area at the entrance to the West Pier and calls for new investment in the area.

The RNLI intends to redevelop its lifeboat house complex and, as a result, the prime seafront site is likely to get a restaurant and small retail units dealing in harbour produce.

The survey found that people wanted to see the beach upgraded by removing some of the kiosk businesses and children's fairground.

Mr Rowell said: "The majority of the replies favour a vision of the South Bay beach which is based on a significant improvement in the quality and image of the beach. The majority believe it should be a family area which is not over-commercialised."

He says the overall scale of response to the council's consultation campaign was low, and the influential South Bay Traders Association had been unable to respond due to a lack of consensus on the issues.

Among the suggestions were: no food catering outlets on the beach; remove the famous crab stalls and recreate high-quality fish-related retailing units.

Mr Rowell says in his report to the council's cabinet: "There would seem to be potential on the West Pier for more public access and other uses being introduced which could add vitality and interest to the harbour area."

He added that the RNLI was committed to building a new lifeboat station in the short term and has said it will draw up joint plans to incorporate not only a new headquarters but a piazza and events area together with a beach management centre.

The council is now to negotiate with the RNLI to develop its ideas and to work with the private sector and explore potential funding for upgrading the West Pier. On the beach - one of the most popular in any British resort - the aim is to have a high-quality but low-key catering outlet and to explore higher quality beach concessions.

The council is to work with the town team which has been set up through the Scarborough Urban Renaissance Project, the Chamber of Trade, harbour users, the local arts and culture group and traders' organisations to produce proposals which will go before the cabinet later this year.

Updated: 09:57 Wednesday, February 19, 2003