However, that's exactly what thousands of people did on Sunday, as Morecambe's restored Grade II Listed Midland Hotel opened its doors for the first time at 11am.

There was a carnival atmosphere on the prom as people flocked to be the first to see what the new Midland has to offer.

The queue tailed back along the central promenade and Midland staff were delighted to give people mini-tours of the meticulously restored building.

Visitors were clearly overjoyed to see that the millions spent on The Midland had been used to great effect.

Once reputedly the haunt of Coco Chanel, Laurence Olivier, Wallis Simpson, the hotel could now easily cater for A-list celebrities.
From the uber-cool designer furniture to the Hollywood-style light fittings and decor, the attention to detail is highly impressive.

Whether you're sitting in the airy restaurant with its huge windows, in the bright pink womb-like Rotunda Bar or on the stylish sun terrace, it's a joy to spend time in The Midland.

On Sunday people got a thrill from sitting on the funky furniture in the fabulous foyer and sipping morning coffee. Others were given tours of the sumptuous bedrooms – 44 in total, as well as rooftop suites.

The Midland is now a work of art that we can all enjoy. There is nothing else quite like it in Britain, let alone Morecambe. Everything about it is beautiful and fashionable, yet it's not exclusive. The atmosphere is mellow and welcoming.

Now the hope is that The Midland will help to boost Morecambe's regeneration efforts and draw many more visitors to the town.

Jim Trotman, chief tourism officer, said Morecambe's Tourist Information Centre had experienced a busy weekend.

However, most of the Midland enquiries had gone straight to the hotel.
"I think this is going to bring the next jump-up in visitor numbers," he said.

"We have had even more coverage from the BBC, Granada, The Observer, The Telegraph, The Guardian and The Times."

The North West Coastal Conference, organised by the North West Regional Assembly, will be at The Midland tomorrow (Thursday).

Jim added that a new guide to four and five star accommodation, featuring The Midland, is soon to be released across the UK.

It will provide visitors with ideas on what to do in the local area whilst staying at The Midland.


* Barry Guise, Friends of the Midland Hotel
"I think they've done a really good job. They've married the old with the new – a newly-restored 1930s building crossed with a 21st century hotel.

"We were a bit concerned about some of the things Urban Splash were going to do.

"But we're really pleased with the artworks and the restoration of the Eric Gill relief.

"The outside is back to its glistening best and the basement has been transformed.

"The sun lounge is a wonderful place and that's where everyone will gravitate to.

"The Friends have had interest from all over the country and we now have more than 500 members "The Friends are actually staying here and taking over the hotel for a weekend in July."

- Due to popular demand, Barry has released an updated version of his book 'The Midland Hotel: Morecambe's Great White Hope', which is available at local tourist information centres and most book shops.

* Matt Redhead, hotel manager
"We're looking forward to welcoming everybody to the Midland.

"Although I come from Cornwall and have only been in Morecambe since October, for some local people this has been their hotel for 60 or 70 years.

"A lot of our staff have never been waiters, or housekeepers, or reception managers before.

"We wanted to ensure these people were tuned into our way of thinking and let their personalities come out.

"I worked on a cruise ship for 10 years and the Midland reminds me of a cruise ship.

"The staircase is like a cruise ship's and the hotel has the same atmosphere and buzz.

"The first day I stepped inside the hotel I had such a warm feeling and I still get that same feeling today.

"There's so many people been driving past the Midland just staring at it. I worry there's going to be an
accident one day!"