Blackpool's Golden Mile - famous for its kiss-me-quick heritage, fish and chips, illuminations and penny slots - is set for a makeover and a name change.
Blackpool Council want to re-brand the seafront as Queen Elizabeth Promenade, in a bid to change its somewhat tacky reputation.
The name change will go hand in hand with the end of a £100 million project to improve the promenade.
Peter Callow, the leader of the council, told the Telegraph: 'Our new promenade is going to be world class so we believe it deserves a new title.'
The improvements of the Golden Mile - which stretches between the north and south piers in the resort - include improving walkways, constructing Spanish-style steps from the prom to the beach, and building a new open-air events space, The Tower Festival Headland.
A new wedding venue, cafe and tourist information centre are also being built and are due to open in the autumn.
And in a bid to improve Blackpool's reputation, Callow has also announced that the bumper of licences for lap dancing or strip clubs will be slashed from 12 to two.
Blackpool holidaymakers watch helplessly as man drowns
Ten of the best no-fly Easter family holidays