It's the £300m vision which, it's hoped, will rescue the town of Blackpool from decades of decline.
The planned Blackpool Central Development was unveiled today.
It includes new hotels, restaurants, apartments - and the hope of 1,000 new jobs.
Meanwhile - the town has some of the worst social deprivation in the country.
So how is this new scheme going to help where others have failed?
Our reporter Ralph Blunsom has the story: