Stephen Norfolk, manager of the Broadway Hotel, has submitted plans to Lancaster City Council to redevelop the building into a strikingly modern seven-floor apartment block containing 50 residential homes.

Close
This means the Broadway, which has been struggling for business recently, and its Finnegan's family restaurant could close within the next two years.

Mr Norfolk, who also runs the Headway on the promenade, says the proposed development would have "major planning and regeneration benefits for Morecambe" and described the plans as "stunning" and "high quality".

"We are trying to make a statement," he said.

"The Broadway has always been a landmark. We have tried to use traditional aspects to the design but we do want it to be striking.

"I believe the scheme is likely to encourage regeneration and will certainly enhance visitor perception as they enter the town from Lancaster along Broadway or from the north along the promenade."

Busy
Mr Norfolk, who has owned the Broadway since 1993, said he had looked at alternatives to redevelopment but said no potential buyers were interested in keeping the building as a hotel.

He said this was because the hotel was in a "consistent and arguably irreversible downturn.

"Whilst many comment on how busy the hotel appears with numerous coaches parked along the front, the coaching market is enduring difficult times," he said.

"In April alone our two hotels were over 800 bed nights down on the previous year.

"We have talked to other operators, including Travelodge, but they decided Morecambe didn't meet their criteria.

"So it is essential that we are proactive in our approach to this prominent site – I am sure no-one wishes Morecambe to once again witness the neglect and state of disrepair that we previously saw at the Midland, Grosvenor and Grand hotels."

When asked what nearby residents might think, Mr Norfolk said: "There may be some disruption for people who live nearby while we're building, but in the long run I think they'll be happy because there won't be coaches coming and going any more, and their properties will be increased in value by something of this nature."

Demise
He also said any eventual purchase of the redeveloped flats would lead to reinvestment in the Headway, and he thought other hoteliers would be pleased with gaining extra business from the hotel's demise.

Jim Catterall, chair of the Morecambe Hotel and Tourism Association, said: "We are saddened that we're losing another hotel but we can understand the decision.

"I feel we need more bed spaces in Morecambe and not less – but it's laudable if they will be reinvesting in the Headway.

"My first impression of the design was 'Wow! That looks good' but then again, it might be a little overpowering in that location."

A planning application went in three weeks ago and there will be an opportunity for local people to comment on the plans before they go before a council committee, expected to be by the end of 2007.