PLANS to develop Southend Pier have been hailed by as a way of breathing life into the landmark.

However, others say the artist's impressions shown in Friday's Echo are disappointing.

The £50million plans include a spectacular viewing tower, theatre and cinema.

The huge Swine rollercoaster, originally proposed 11 years ago, are including in the scheme from Epic World Leisure, owned by Thorpe Bay businessman Tony Garner.

A new pavilion on the old AMF bowling alley site, a landmark pier rail station, museum and banqueting suite have also been put forward.

Architect Bernard Gooding said the latest plans were given huge credibility, and were no longer a "pipe dream" or "pie in the sky", because they have been developed after extensive talks with Southend Council's head of planning, Steve Kearney.

Mr Gooding said: "We have been in discussions with Mr Kearney and other members of the council's planning team.

"We have taken on board the requirements the council has set out over design and materials."

Major features of the proposal include a new north pavilion on the former bowling alley site, which would include a new pier museum, banqueting suite and quality restaurant overlooking the estuary. A dance floor and viewing deck are also proposed.

Epic World Leisure plan to provide two new stations for the pier railway, and would replace the ageing trains and the trackwork.

It would also carry out general repairs to the pier at a total cost of about £11million.

The plans for the pierhead include the Swine rollercoaster, originally granted planning permission 11 years ago, which would be the largest in the world over water.

Another major feature would be a viewing tower looking across the estuary, as well as sun decks, bars, shops and creche facilities.

Also proposed is an educational interactive museum.

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A SENIOR Southend councillor says he is confident Tony Garner will be able to finance his proposals for the town's pier.

Tory John Lamb, who is responsible for finding a company prepared to invest in the pier, also believes the latest plan would breathe new life into the landmark.

He said: "I have not heard of the plan yet, but I am excited about seeing it.

"If it has been worked up with the council's officers, then they are aware of the sort of thing which we have in mind.

"It is hard to comment more until I have had a close look at what has been put forward, but I do know the enthusiasm which Tony Garner has for the pier.

"I would also be confident he would be able to find the money for his proposals."

Roger Fisher, chairman of the Southend Seafront Illuminations and Business Association, said: "If this proposal has been talked through and discussed with council officers it sounds promising.

"The pier is the most iconic building in the town, but at the moment it just seems to be going to wrack and ruin.

"The council has said it will not have the money to carry out work on the pier for three years, so if anyone is prepared to come forward then it will be an important thing for the town.

"Tony Garner has been trying for more than ten years to achieve something with the pier, so I look forward to seeing his latest plans."