SEAFRONT businesses are welcoming lowered parking charges during disruptive preservation work but warn much more is needed to turn around an area which has become an “embarrassment”.

Bosses at Yellowave have welcomed proposals by Brighton and Hove City Council to create 20 more £1 an hour parking spaces after the loss of affordable spaces to repair works in Madeira Drive.

The beach sports venue’s bosses say that the current lack of affordable parking is driving customers away.

But director Katie Mintram said lower parking charges should be just the start to improve the area, which badly needs investment and some “oomph”.

The proposals, to be discussed at the environment, transport and sustainability committee on Tuesday, would see 20 parking spaces west of the Concorde 2 changed from their "high tariff" of £3.20 for one hour to a "low tariff" of £1, costing the authority £80,000 annually.

The move comes after 40 spaces were lost when a four metre perimeter fence around maintenance work was erected around the seafront arches in April.

The loss of those spaces will cost the council an additional £130,000 in annual revenue.

Road safety concerns have also been raised about the new road layout and increased speed of motorists along the route.

Mrs Mintram praised council cooperation but said Yellowave was becoming a “real mission” for customers to reach with closures of steps down from Marine Parade, particularly affecting mothers bringing children to newly established toddler events and for families based on the outskirts of the city.

Mrs Mintram recommended the council extend the reduction in parking charges to more spaces along the seafront, suggesting the council would make more money from £1 an hour rather than £3.20.

Committee chairwoman, councillor Gill Mitchell, said: “We are really hoping that it will not be looking shabby for a long time and councillors are working hard on options for the terraces but this report is about meeting the needs of businesses on the seafront.

“The council had to move very quickly to make the area safe when the condition of the terraces became clear.

“The change in parking charges responds specifically to circumstances in Madeira Drive, any other changes to tariffs would have to come through the budget setting process.”