THE South Bay holiday beach at Scarborough and the adjoining West Pier are to get a more modern image as part of the resort's regeneration vision for the 21st Century.

Scarborough is already due to get millions of pounds of investment through the Government-backed Urban Renaissance Initiative and a £200m North Bay project in which luxury apartments, a conference hotel and a holiday leisure complex are planned.

Now, the South Bay beach and the fish pier are to be upgraded to give the holiday resort a more up-market image.

However, a public survey carried out by the borough council has produced mixed messages as to what should be done, said 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, as well as calls for new investment in the area.

The RNLI said it is to redevelop its lifeboat house complex and as a result the prime seafront site is likely to get a restaurant and small retail units, based on harbour produce.

Reaction in the survey has been to upgrade the beach by removing some of the kiosk businesses and children's fairground.

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

Others have said there should be no food outlets on the beach.

Another suggestion is to remove the famous crab stalls and recreate high quality fish-related retailing units.

The council is to negotiate with the RNLI to develop its ideas, to work with the private sector, and to explore potential funding for upgrading the West Pier while on the beach the aim is to have a high-quality low-key catering outlet and to explore higher quality beach concessions.