Campaigners against the development of a 147-home tower block have said their town is “not like Dubai or Brighton”.

Developer Roffey Homes wants to regenerate Worthing’s old Aquarena site in Brighton Road into a £40 million housing development with a 21-storey tower and public car park.

The Worthing-based company amended its designs after feedback following a consultation exhibition in October and submitted a planning application to the council last month.

But Clive Beaven, of the Save Worthing’s Skyline campaign, said the tower block design was “far too high and out of keeping with the surrounding area”.

He said: “Worthing is a lovely town and is not a city like Brighton or Dubai. It does not warrant the building of any iconic structures produced by developers that don’t live in the area and won’t suffer their consequences.”

A petition drawn up last week by Mr Beaven against the development has already collected more than 300 signatures.

He said: “We need at least 1,000 to force the council to raise the issue in front of councillors at the next meeting. Worthing’s untouched skyline makes it a unique and iconic seaside town and this tower block simply cannot be built to its current design.

“The plan is too close to the promenade and the plans exceed the line of existing buildings in Brighton Road, taking away a significant amount of light and privacy from local residents.”

Ben Cheal, managing director of Roffey Homes, said he did not think comparisons with Dubai were fair. He said: “This is a unique site on a main gateway into Worthing from the east and, with sensitive designs and consideration of the surrounding area, is a sign of Worthing’s regeneration.”

Asked if he would consider Mr Beaven’s petition, Mr Cheal said: “We have submitted a planning application to the council and consultation is currently open. If council officers raise key points that they believe are worth looking into then we will look at that.”

Mr Cheal added: “Tim Loughton said you would be able to see it [the tower block] from Dover on the radio a few weeks back but, again, that is another comment we politely disagree with.”

A public demonstration against the plans is being held outside Worthing Town Hall today at 6pm and on Saturday at 11am outside the Aquarena site.

To sign the petition, visit change.org