When X-Leisure took over Brighton Marina's commercial property from Parkridge Developments in September last year its main task was to attract more visitors to the dozens of bars, restaurants and shops.

During the past year the marina's profile has been raised with a huge programme of events including Pride, the Brighton Festival, Battle of the Bands, Christmas lights and festival of fiery foods.

But is trade picking up?

Yes, according to X-Leisure chief Pierre-Yves Gerbeau who previously ran Disneyland Paris and the Millennium Dome and first visited Brighton four years ago.

The Paris-born businessman said the marina's programme of events had pushed the number of visitors from 50,000 between January and September 2004 to 640,000 during the same period this year.

He said: "We stage about eight major events during the year to make the marina more attractive for visitors to come and stay longer and spend more money.

"All the big events such as Pride and the Christmas lights have been absolutely ramming.

"Our longer-term plan is to bring Brighton Marina back into Brighton.

"We shouldn't be called Brighton Marina.

"We should be called the marina because we are part of Brighton.

"The day people say they are going to the marina is the day it's part of Brighton and then we will be on the verge of winning the battle.

"We are aiming for a new age consumer market.

"These are people who want to dump their car, do a bit of shopping, have a drink or eat at a restaurant, and play in the casino, or have a glass of milk and go to the health club."

Mr Gerbeau said events helped reduce the marina's seasonal image. But he admitted the marina by its very nature would always do its best trade in the summer months.

Conversely, X-Leisure's flagship complex in Milton Keynes, which boasts the UK's largest indoor snow slope, does its best trade in the winter.

Mr Gerbeau said: "It's just the way these complexes work. You will not want to sit in the marina in November when it's minus three degrees and windy.

"More events and better retail can flatten bits of the seasonality but we will never kill it completely."

X-Leisure is not without its critics. There has much controversy over the 20ft-high fake palm trees installed at the marina in an attempt to create a bit of Miami glamour.

Many residents and visitors have criticised the marina's owners for choosing synthetic plants and giving the marina an American feel.

Mr Gerbeau admitted people had a love-hate relationship with the trees but insisted most customers enjoyed them.

The X-Leisure chief said one thing that did need a revamp was the car park. He said: "The car park is the first thing people see on arrival but it's not the sexiest car park in the country.

"It looks ugly and needs to be improved dramatically in any future leisure scheme."

Mr Gerbeau, a former international ice hockey player, is keen on proposals for a major concert venue and ice arena at neighbouring Black Rock.

He also welcomed Brunswick Developments' application for planning permission for a controversial 40-storey tower - nicknamed the Roaring Forties - and 13 smaller blocks, primarily designed to contain luxury flats.

The £175 million project would add an extra 988 flats to the 850 already at the marina.

Mr Gerbeau said the tower was "sexy" and the extra residents brought to the marina would improve trade. He said fears the development would push the free car park towards charging were not entirely bad news.

He said: "If we realise that charging will put off 30 per cent of people coming to the marina then it will be commercial suicide to do it but it's a very nice problem to have. It means we are at full capacity and need more capacity for people to park. We will address that issue when it comes."

One of Mr Gerbeau's main tasks in the immediate future is to attract one or two big name retailers so more people are attracted to the marina as a shopping destination.

Furniture store Martha's Barn is one of the most recent new entries at the marina. Co-owner James Fletcher said the business was going well since moving from Portslade in July.

Manager Wayne Hewerdine said: "The first couple of weeks we were inundated. We have been trading in Brighton for a long time anyway so we have a core customer base but we've also had new customers. One man who spent a decent amount of money had just arrived from Belgium on his yacht and then went back to Belgium.

"That's the sort of customer we are attracting and that's the sort of customer we have always aimed for. We are also aiming at the residents of Brighton Marina. Plans for new flats will benefit everyone who trades at the marina."

Others are more understated in their enthusiasm. Peter Lee, manager of the Emperor of China restaurant, said business was OK but could be much better. He said: "This summer was slightly better than last summer so trade is progressing but the winter is always quiet. At the moment the marina still doesn't attract enough visitors.

"It also needs to do more business during the week, not just at the weekends."

Kevin Moulding, general manager of the Italian-American restaurant Frankie and Benny's, said the branch had shown growth each year since opening in May 2003. He said: "It's still pretty seasonal but it seems to be levelling out as our reputation grows. Traditionally, we had massive highs and lows but this year we remained quite buoyant in January, February and March. In other years, these months have been desolate.

"The one thing about this place is you can never predict what will happen. It's up and down like a yo-yo. The one constant is that we are always busy in the summer. We are on the boardwalk overlooking the waterfront and have got a patio. People are getting used to alfresco European dining."

While no one can be sure of Brighton Marina's future, Mr Gerbeau is adamant he will remain at the helm. He said rumours that he would apply for the top job running UK's 2012 Olympics were unfounded.

He said: "I had enough abuse five years ago when I was in charge of the Dome so I don't want to take on another crazy job. I would be delighted to give advice to the people behind the Olympics project but I'm very happy in the private sector.

"I always like to finish what I started and we are just in the middle of the road with X-Leisure."

Wedenesday, September 28, 2005