Supporters of plans for a £290 million sports and housing scheme are setting up a campaign group to promote the development.

The Frank Gehry-designed King Alfred Centre on Hove seafront has divided the community and a number of opposition groups are campaigning for Brighton and Hove City Council to reject the proposals when they come to planning committee next year.

Today supporters of the project will answer back by launching the first pro-King Alfred group in an attempt to counter the impression that the development is unpopular with the public.

Hove Up, so called because its members are "up for it", wants to confront what it calls the negativity of groups such as Save Hove, No Inappropriate Development and Heritage Over Vandalism, all of which have campaigned against the 754 flats and a £48 million leisure centre.

Richard Coleman, an architect and urban designer who lives in Sackville Road, Hove, said: "There are groups of people forming who want to be negative and it's so rare that people who back the scheme form a similar group. It's only right we should make the supporters more visible.

"Hove Up is for residents and businesses who are up for supporting the King Alfred development and who wish to make it known that they want to see a first class development of this prominent and important site.

"They are inspired by and generally support the scheme designed by Frank Gehry. They also wish to positively support further design development to reach an ultimate level of design quality."

Josh Arghiros, managing director of developer Karis, said Hove Up had set itself up independently of his company and would not be receiving any financial contributions from the developer.

He said: "It's wonderful that people in Brighton and Hove feel strongly enough to set up a group in support of this project. It's vital for this city to evolve and I believe now the citizens of the city have been able to look at the project in detail they realise its potential."

Ken Fines, of opposition group Hova, said: "I feel the great majority of our citizens are opposed to the King Alfred plans and I think this group will have an uphill struggle to persuade people to support it. I would, however, be concerned if this group was politically influential."

Hove Up launches with just 13 members, including a designer, artist, students, a businessman, a security guard and a nutritionist. But Mr Coleman said he wanted to encourage others to join.

Anyone interested can call him on 07770 608024 or email hove@citydesigner.com. The exhibition of the King Alfred plans at Jubilee Library will remain open until the end of the month before transferring to Hove Library.