Seafront businesses are urging a council to keep a temporary rainbow crossing to protect visitors from a busy road.
Traders in Madeira Drive, Brighton, want the rainbow crossing – which is set to be removed today – retained as a proper pedestrian crossing to make the seafront safer.
Neil Sykes, owner of The Modern World Gallery, said: “As it is Madeira Drive is ridiculously dangerous. The arches have been closed off and all the car parking is on that side – you can’t go on the pavement. There is no official crossing apart from the one opposite Palace Pier.
“It’s a matter of time before there’s a fatality in this road.”
Mr Sykes set up the Facebook community page Brighton Rainbow Crossing Forever on Wednesday to campaign for it to become a permanent fixture.
The page received more than 1,100 “likes” in two days.
Mr Sykes wants to see two pedestrian crossings brought in – one where the Rainbow crossing is and one near Concorde 2.
He is hopeful the case for health and safety can help speed up the application for new crossings which can take up to 18 months.
The rainbowcrossing, which is the first official one in Europe, was the idea of singer-songwriter Heather Peace to tie in with her single We Can Change.
The newly organised campaign has already gained the backing of MPs Caroline Lucas and Mike Weatherley.
Ms Lucas, Green party MP for Brighton Pavilion, said: “I think the crossing is a wonderful, colourful tribute to our vibrant city and symbolises its proud values of diversity and inclusiveness.
“There’s a clear desire from local people to keep the rainbow crossing and I’ve asked the local authority to make it permanent.”
Mr Weatherley, Conservative MP for Hove and Portslade, said: “The rainbow crossing is a great idea and I think that there would be huge support across the city to make it permanent.
"It certainly has my support.”