This artist's impression shows how Worthing seafront could be transformed in the future.

The images have been drawn up to give people a glimpse of what may materialise as part of a major shake-up of the promenade, regarded as the borough's finest asset.

Gangs of builders have been working on the seafront to improve it before the summer season.

They have painted dozens of ornate street lamps, railings and beach shelters, and have now turned their attention to the pier and Lido.

During the next few weeks the pier's predominantly white colour will be changed to a more traditional black and cream livery.

Now council officials are planning the next phase.

One drawing shows a cafe planned to replace the public toilets opposite the Dome cinema. The scheme includes a sea-facing patio area where people will be able to enjoy a drink in the sun.

Another drawing shows how the beach shelter next to the Lido could be improved with the addition of an ornate sloping roof, giving the structure a touch of Edwardian sophistication.

A third drawing illustrates the vision for the area outside the Pavilion Theatre, minus the tourist information office.

A gateway sign to the pier is visible, along with a crescent of flags and lighting on the roof of the theatre.

Worthing Borough Council's economic development officer, Tim Preston, who is spearheading the improvements, said: "One of the council's main priorities is to improve the promenade and seafront, one of Worthing's finest features.

"Some improvements have already been carried out but much more is needed.

"The council wants to promote the pier as one of Worthing's main landmarks, possibly by introducing a new illuminated sign that can be seen for miles along the coast.

"Flagpoles that existed around the Pavilion Theatre and pier entrance in the early part of the 20th Century could also be reinstated.

"The main lamp columns on the seafront have recently been repainted black and cream. A decision has also been taken that future lighting will be white rather than coloured.

"The decorative lighting could also be extended from Heene Road to George V Avenue.

"There are 15 shelters on the seafront. Many of these were built in the Sixties and are run down. These shelters could be rebuilt to a more historic design.

"A number of ideas have been looked at to provide a landmark feature to draw visitors to Worthing. One of these is to create a sea fountain offshore that could pump water to 160ft in height and could be illuminated at night.

"There are very few commercial enterprises on the seafront. Small mobile concessions selling, for example, food and flowers are options, as is street theatre."

Other proposals include installing decorative railings, providing information boards, installing new seats and litter bins, iron arches over steps leading from Marine Parade, repainting beach huts in pastel colours and sculptures.

So far the council has earmarked £100,000 for the improvements but acknowledges it will need considerably more cash to turn the drawings into reality.

Mr Preston said: "The council has money allocated for this year to carry out some of the improvements but it intends pursuing additional funding from other public and private organisations to finance other phases of the initiative."

Sue Murray, chairman of Worthing Hospitality Association, said: "For far too long, people's image of Worthing has been that of 'God's Waiting Room'. We know this is outdated and needs to be dispelled. Worthing has the chance to redefine its image and create a vibrant and fashionably-refined town."

The council is compiling a questionnaire and more consultation before a final masterplan is drawn up and implemented. Responses should be sent to: The head of economic development, Worthing Borough Council, Portland House, Richmond Road, Worthing.