Developers have been asked to submit ideas for a new look for a traditional seaside resort in Lincolnshire.
Leaders in Skegness want suggestions for the future development of the town's southern foreshore.
East Lindsey District Council's leader Doreen Stevenson said plans would have to be modern and forward-thinking to make Skegness a year-round resort.
She reassured frequent visitors that the town would retain its character but would also be improved.
Pipe dream
"We are inviting developers to come up with some ideas for us look at for the future of Skegness," said Mrs Stevenson.
"This is a wonderful opportunity to increase the economic development around here, increase the jobs and increase the all-round facilities."
The council will choose its preferred developers and ideas by late 2008.
"We are very determined to make this happen. It's not just a pipe dream, it's something we're going to work on for the future," she added.
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