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.
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