Plans to build an apartment block next to New Brighton’s showpiece Floral Pavilion have been given the green light by Wirral Council.

Approval for the Neptune scheme was given in the face of strong opposition in the form of a 308-name petition submitted by Resort, the business association for New Brighton.

A further protest petition of 26 names was lodged by Wirral Civic Society.

Twenty-four apartments with sea views will now be built adjacent to the Floral pavilion on Marine Promenade. The original scheme had included restaurants, bars and cafes on the ground-floor.

Local residents complained that the development would create considerable increased traffic and noise pollution day and night to add to theatre traffic.

Ward councillor Tony Pritchard expressed concern the scheme went against the local "Unitary Development Plan" - a blueprint which guides planners about what is appropriate for certain areas.

He said: “What message does this send out to other developers?”

Joy Hockey from Wallasey Civic Society claimed the scheme did not provide any investment or employment for the resort.

Wirral planning committee chairman Cllr Dave Mitchell said many changes had occurred since the implementation of the UDP 11 years ago and the Government had changed planning guidelines many times since then.

He said the planning applications had been supported by a majority of the committee.

He commented: “I imagine the scheme is a key part of the whole redevelopment of New Brighton and it can now move forward.

“There is nothing worse than trying to improve an area than having a derelict site in a prominent area.”

The committee was told commercial interest in the original plan had been poor.

Neptune development director Rob Mason said some potential investors in phase two of New Brighton’s £65m regeneration had “encouraged” them to reduce the amount of space for bars and restaurants.

He told the committee the original scheme had been conceived in 2006 when there had been a different economic climate.

Mr Mason observed: “We did significant market testing and we listened to what people said.”