"CHANGE or die" is just one of the strong statements coming this week from the man Blackpool Challenge Partnership has brought in to develop a £220,000 visitor vision for the town.

Peter Moore OBE has been engaged by Blackpool Challenge Partnership on a 12-month contract officially as chairman of the Masterplan Project Team.

But the man whom Tourism Minister Janet Anderson dubbed the Tourism Tsar and who was behind the launch of Center Parcs and the development of Alton Towers, is being called Blackpool's new ambassador.

And his plans are far-reaching, complex and don't intend to take any prisoners as Mr Moore explained to the Citizen: "Blackpool has the history, heritage, location and ambition but it needs a powerful economic injection.

"The casino plans from Leisure Parcs are a strong part of the scheme but they are not the be-all-and-end-all -- just a powerful catalyst.

"We need to brand Blackpool and give it a new sense of identity and personality that makes visitors want to return. And that includes removal of areas of the town and buildings that are unsightly eyesores or don't fit in with the blueprint. We need co-hesive not random development.

"We must look at the whole picture -- architecture, cleanliness, quality of accommodation, possible streetscapes, information, transport by rail and air to get the visitor in and very importantly adequate car parking when they get here. Policing will also play a very big part by letting possible trouble-makers know that we will not let their behaviour impinge upon others.

"Those that don't change will not survive and mis-management will kill repeat visitors.

"And when we get it right for the visitor we also get it right for the resident."

Partnership manager Alan Cavill calls his appointment "A feather in the cap of Blackpool" and Blackpool Borough council leader Roy Fisher is delighted, saying: "He has the enthusiasm, the determination, the experience and the vision to help take Blackpool forward."

And Peter himself admits he is not used to failure. "I'm absolutely convinced it can be done and I don't like to fail. Part of the reason I took this job is because of the commitment of Blackpool Borough Council and the recognition by the resort that something had to be done to save it."

To those who oppose the casino plans and worry Blackpool could lose its history, Peter says: "Human nature is always resistant to change and all of us have to buy into the reality of having to change the facade of the town. I intend to build something substantial in my 12 months with BCP."