Business people in Bray are hoping to transform the jaded Victorian seaside resort into Ireland's version of Puerto Banus on the Costa del Sol.
The Bray Seafront Redevelopment Company, a consortium led by Mr Myles Freaney, owner of Dawson's Amusements, is seeking to infill large areas of water along the entire length of the esplanade for residential, hotel and leisure uses.
In its prospectus, the company argues that Bray needs a range of new facilities and attractions if it is to counter perceptions it has been "left behind" by the economic boom.
Though many of the Victorian buildings along the seafront have "an attractive, romantic ambience", it says the area lacks the "social and economic vitality" it had in its heyday in the late 19th century, after Bray was connected to Dublin by rail in 1854.
The developers maintain their plan would "reinvigorate" the seafront, where the existing esplanade is "ageing, cracking and uneven".
It would also supplement works to protect against coastal erosion already being carried out by the Department of the Marine.
The main development areas would extend eastwards at either end of the esplanade, consisting of apartment blocks up to six storeys high, with a new breakwater running parallel to the esplanade.
A centrally positioned complex, containing the main leisure facilities, would be designed to convey "a sense of carnival and festivity" similar to an ornate Victorian pier, while the water body within the new breakwater would become a marina.
But while the developers maintain there would be only "minimal interruption" of the commanding sea views from houses along the seafront, residents have expressed concerns about the visual impact of this ambitious scheme.
The developers insist the proposed breakwater east of the existing esplanade would provide a new waterside promenade. They also say a clear view of Bray Head from the esplanade would be maintained.
They point out in their prospectus that, unlike British resorts such as Blackpool, Bray is located "directly adjacent to a vibrant European capital city". "It is Government policy that in future the majority of people will use public transport for their normal daily trips, similar to other European cities", the prospectus says. If this is to happen, residential development "must be clustered near transport centres".
Given the DART line has no catchment area to the east for much of its route southwards, it argues that Bray is one possible location where a single district incorporating housing, employment and leisure facilities could be developed east of the railway line.
None the less, the prospectus concedes "a substantial amount of parking will be required" for cars.
The developers concede the scale of their proposal would require a variation of the UDC's development plan, adopted in 1999. If this was agreed by the councillors, a planning application accompanied by an environmental impact statement would follow.
Preliminary discussions have been held with the UDC, according to the prospectus, but the Department of the Marine has made it clear that full planning permission would be a prerequisite to granting a foreshore licence for land reclamation.
