Seafront cafe culture is coming to a town trying to shrug off its image as a retirement destination.

A seafront shelter in Eastbourne was transformed into a cafe-restaurant called Roux Express, developed by the renowned chef Albert Roux, at Easter.

Tory-led Eastbourne Borough Council thought it was such a success it has earmarked two more shelters for development.

Proceeds from the shelter lettings are expected to provide investment for the rest of the Victorian seafront by April.

Tourism councillor David Elkin said: "This is an opportunity to provide something more for residents and visitors.

"It will encourage wider use of the seafront and a cafe society-style vibrancy to the early evening, suitable for all of the family.

"Furthermore, the income received from shelter lettings will provide substantial opportunity for reinvestment into the seafront, protecting our future as a premier league destination."

The development of the shelters was contained in a 2001 blueprint setting out a ten-year framework for the seafront.

But councillors are keen to ensure an expansion of development will not blight the historic seafront.

Coun Elkin said: "Our current and future visitors require a high-quality experience when visiting our seafront.

"Therefore it is important to keep this development sympathetic to the existing environment and also look at existing kiosks to ensure a consistently high level of quality along the seafront."

Council leaders have been working energetically to cast off Eastbourne's reputation as a haven for pensioners.

It started earlier this year with a UK-wide marketing campaign with posters containing adventure sport images and the slogan Change Your View.

In a bid to tempt the lucrative 30-something market, council chiefs also brought in double deckchairs on the beach for young couples.

The crusade was a renewed attempt to create a more positive image after the launch of The Good Times Just Got Better campaign in 2001.

It seems to be working.

Mayor Graham Marsden has said the average age of Eastbourne's population was now just under 40.

He said more and more young families were being tempted to move to the resort and in particularly to the marina development at Sovereign Harbour.

Monday, September 12, 2005