Plans are being set to capitalise on the success of New Brighton after a revitalisation of the seaside town, making an increased call for joinery in the Wirral seem likely in the not-too-distant future.

Developer Neptune has said that it plans to begin work later in 2013 on a block of apartments, which were a part of their original plans, and is further looking to seek town centre classification from the council to ease any planning restrictions.

New Brighton’s £60m regeneration initiative is the Wirral’s largest so far and to date has welcomed the introduction of a new casino, hotel, cinema, bars and restaurants, as well as a seafront supermarket and literally thousands of people paying a visit to the area.

The Floral Pavilion theatre and conference centre is one of the more popular attractions and has received wide celebration with the revival of its fortunes. Neptune is hoping to capitalise on the success now that the site has received town centre redesignation and grown to encompass a larger part of the town.

Neptune Investments investment director Daniel Hynd said:

“The area we have actually applied for covers the whole scheme. Historically it’s just been classed as leisure uses, but we believe the whole area should be classed as a town centre.

“This gives more flexibility from a planning point of view. It makes decisions easier, with less hoops to jump through.”

The scheme has been backed by local councillor Pat Hackett, a member of the cabinet for regeneration.