THE new owner of one of the country's best known attractions has renewed hope that it will be renamed Palace Pier.

Businessman Luke Johnson announced yesterday that his group, Eclectic Bar Group, has bought the attraction for £18 million.

The maverick entrepreneur, who is nicknamed Cool Hands Luke, pledged to make the pier a roaring success and hinted that he will use his expertise in nightclubs and bars to improve the pier's profitability.

Mr Johnson, who is said to be worth £220 million, has deep roots in the city having lived here in his younger days.

He also has interests in numerous business throughout the city including Dirty Blonde, Coalition and Lola Los nightclubs as well as Small Batch Coffee company.

Given his increasing presence in the city he is being dubbed by some as Mr Brighton.

Politicians, community leaders and members of the public have welcomed the news and called on him to change the name back to Palace Pier.

Commenting on possibly renaming the pier, he said: “My view is that I don’t want to make any sudden changes because I don’ think that’s the right way to run businesses.

“I’m not ruling anything in or out, as the politicians say.”

He added: "But if we see it fit to rebrand the pier then we will. I'm not opposed to it."

To fund the deal, the group is to place up to £8.5 million of new shares with investors. Mr Johnson has said he will subscribe for £2.5 million of them.

He also confirmed he will change the name of his company to The Brighton Pier Group. He said this would not stop him renaming the attraction Palace Pier if it was decided.

Mr Johnson, 54, said another of his objectives was to make the attraction more popular during the winter months, especially around Christmas.

He said: "December is curiously the quietest month.

"So we need to do more about what we can do around Christmas. But, inevitably, in the British winter that’s hard work."

Suggestions such as a winter market have been put forward put Mr Johnson said it was too early to confirm anything.

The father of three has an impressive business CV with a hand in dozens of companies.

He made his money in pizza when along with a friend he transformed the Pizza Express brand.

He also launched Strada and now has a stake in bars, clubs and restaurants around the country.

He was chairman of Channel 4 for six years until 2010 and writes a weekly column in The Sunday Times.

Commenting on Brighton, he said: “I think it’s a fantastic city that has boomed over the years.

“It’s broken the mould of seaside resorts in this country in a way and I think its diversity and energy and liveliness means it’s got a hell of a lot going for it.

"It’s a example of how seaside cities can do very well.”

The Noble Organisation, which took over the 112-year-old attraction in 1984, caused controversy when in 2000 it took down the former Palace Pier sign and replaced it with Brighton Pier.

Many, including the National Piers Society and The Argus, have refused to recognise the new name.

The former owners declined to comment when contacted by this newspaper yesterday.

SUPPORTERS LINE UP TO BRING BACK THE PALACE

THE great and good of Brighton and Hove have welcomed the £18 million deal which was announced yesterday morning.

While all wished Luke Johnson good luck for the future, most had just one piece of advice for him: to rename it the Palace Pier.

Caroline Lucas, MP for Brighton Pavilion, said: “I wish the new owners the very best of luck in looking after our wonderful pier – and helping to maintain Brighton and the most popular tourist destination in this part of the country.

“I’d also urge the new owners to rename the pier with its original name – Palace Pier.”

Warren Morgan, leader of Brighton and Hove City Council, also backed the call for a name change.

Simon Kirby, MP for Brighton Kemptown, said investment could only be a good thing.  He said: “I tell people in Westminster the sun always shines on Brighton and Hove and today it’s safe to say it’s shining on the Palace Pier today.

“I always call it Palace Pier. I think it would be fantastic if it could be changed back.”

Mr Johnson, executive chairman at Eclectic Bar Group, said it was important the pier works alongside the city’s newcomer, the i360.

That feeling is mutual according to the attraction’s chief executive Eleanor Harris.

She said: “It’ll be great to have another forward-thinking organisation championing the city.”

Anthony Wills, from the National Piers Society, said he not only wanted to see the name changed but also the landing stage reinstated.

He said: “A breath of fresh air is to be welcomed and we hope that Eclectic will bring some of their expertise to the Palace Pier in order to further enhance its appeal.

The pier’s general manager Anne Martin said there were many benefits to keeping the name as it is.

She said: “My view is that there’s a huge value in Brighton Pier across the front of the pier because it connects it to the city.”

GLIMMER OF HOPE FOR CAMPAIGN SUPPORTED BY THOUSANDS

The Argus:

BACK in July 2011, The Argus launched the campaign Put the Palace back in our Pier.

The Noble Organisation, which took over the 112-year-old attraction in 1984, sparked controversy when in 2000 it took down the former Palace Pier sign and replaced it with Brighton Pier.

Many, including the National Piers Society and The Argus, have refused to recognise the name.

Now we want you to help us campaign for the new owner to restore the Palace to our pier.

The campaign in 2011 got the backing of the city’s parliamentary representatives.

Brighton Pavilion MP Caroline Lucas said at the time: “I am fully behind The Argus petition calling on the new owners to restore the name of Palace Pier.

“This historic landmark means a lot to our city and to Brighton’s economy so I hope that local people will be given a say in its future.”

Then Hove MP Mike Weatherley congratulated the paper on the campaign and Brighton Kemptown MP Simon Kirby is among those who has called for the new owner to use this as an opportunity to change the name.

New owner Luke Johnson, executive director of Eclectic Bar Group, said he was not opposed torebranding and renaming the pier.