“A BOLD approach” is needed to regenerate Jaywick, according to Tendring planning chiefs.

The plea comes in reports which recommend councillors approve plans for two art deco-style apartment blocks on the seafront, when planning committee meets next week.(wed) The proposals concern 23-27 Brooklands and 32-37 Brooklands, plans for which were submitted in September.

The two separate applications are the first of many from applicant Robert Culff of Chelmsford in the settlement branded “the most deprived in Britain.”

Earlier this month, Mr Culff submitted a plan for a similar development on Sea Pink Way, which revealed he is eyeing up six other sites in the village.

The Brooklands schemes concern four storey buildings, with 15 units of varying sizes planned at 23-27 Brooklands and 13 units of varying sizes at 32-37 Brooklands.

The two sites currently contain bungalows, but they would be demolished to make way for the flats, plus associated car parking and storage areas.

“The regeneration is one of the council’s long term objectives and the council has been leading a multi-agency project to explore and deliver improvements in the area to better the quality of life for residents and secure a long term sustainable future for the community,” said a council report.

“Part of the strategy of regenerating Jaywick is to actively encourage the redevelopment of the poorest and most vulnerable properties in the area and to introduce a new benchmark for built design that addresses flood concerns, improves the quality of accommodation, maximises the enjoyment of Jaywick’s assets (particularly the beach) and inspires property owners and developers to redevelop and remodel other parts of the area.”

The report also said the two beachfront buildings “represent the first significant proposals for redevelopment in the area.”

“Whilst they are radically different from the single-storey bungalows that currently dominate the area and are out of character, the regeneration of Jaywick requires a bold approach that seeks to secure a long-term future for the area and in weighing up the advantages of the developments against the disadvantages, your officers consider that the advantages are greater,” it continued.

Furthermore, unlike other developments, Tendring Council will not seek contributions towards health, schooling and ‘affordable housing’.

“No Section 106 financial contributions are proposed in the interests of economic viability and ensuring deliverability of the scheme,” the report added.