THE scheme that would have changed the face of New Brighton was the brainchild of Liverpool-based Neptune Developments and was supported by Wirral Council. It would have seen the building of a supermarket on the resort's promenade along with a new marine lake and an improved Floral Pavilion theatre, along with a new open-air lido and new residential and retail developments.

Making its decision which is not open to appeal the Government said it agreed with planning inspector Jill Kingaby's view that the planning application be refused.

It said it agreed with Miss Kingaby's view that the proposed development "may not yield the leisure and tourism benefits anticipated".

In conclusion with regards to any of the proposed regeneration benefits, the Government said it had concerns that without firmer agreements "providing for the delivery of all elements of the scheme, the regeneration benefits may not be secured".

Other reasons for refusing the application were that the plan: Demonstrated no "quantitative or qualitative need for the convenience goods proposed by the food store"

Was of "poor quality design"

Did not comply fully with the local development plan

Could "diminish the quality and character of the resort overall"

Did not demonstrate that there was expenditure to support the plans not already being met elsewhere

That it's claim to be able to attract 2.8m visitors was "fragile and the regenerative impact of the proposal remains unclear"

Wirral Council leader Steve Foulkes described the news as "a crushing blow", adding: "The other word I would use is devastated.

"New Brighton has had so many false dawns in the past. We thought that with a company like Neptune and its track record alongside us we could crack it this time.

"I can't help feeling quite bitter towards those were against the scheme, as they are the only ones will be celebrating this decision. By and large, it had support from people in New Brighton, Wallasey and beyond.

"It's a particularly disappointing result."

But Wallasey MP Angela Eagle said: "It's disappointing, but the ruling also looks like guidance on how another application can succeed. It seems to be encouraging another application and saying: Have another look.'

"The developers and the council and I are still committed to this scheme and we're determined to carry on.

"I think it was the best scheme for New Brighton that was commercially viable and I do not think this is the end of the line.

"We're talking about £75m of regeneration money here. We cannot let that slip our fingers."

Steve Parry, managing director of Neptune Developments, said: "We are naturally disappointed by the outcome of the public enquiry.

"The proposed scheme enjoyed widespread backing from local residents, businesses and Wirral Council as well English Heritage.

"The Secretary of State recognises the urgent need for regeneration in New Brighton and accepts the regeneration case underpinning this proposed development. She also makes some positive and encouraging suggestions about how her concerns about design and heritage impact could be addressed.

"We have been actively engaged in New Brighton for five years. Our commitment to its regeneration remains undiminished.

"We will now consult with the council and other local stakeholders and explore how best to amend our proposals and deliver a new future for New Brighton."