Sunderland has scooped £540,000 from the Coastal Communities Fund to continue its seafront regeneration.
The successful bid 'Sunderland - A City by the Sea' was lodged by a Sunderland City Council led partnership with local businesses in the twin resorts of Roker and Seaburn.
The money will help further develop the programme of events and attractions along the seafront, improve the business and physical infrastructure and create 38 new jobs.
The latest phase of regeneration plans for the seafront includes continued improvements at Cliffe Park, Recreation Park and Bede's Cross which will include increased, atmospheric 'feature lighting' to enhance the landscape.
Plans for additional events and attractions along the seafront also include adding even more displays to the Sunderland Illuminations and organising a 'Winter at the Seafront' programme of celebrations and activities.
The increased programme to provide a wider range of attractions throughout the year, will also introduce 'Spring at the Seaside' and developing on the LS Lowry connection to Seaburn.
The Coastal Communities funding will be used to help seafront traders and businesses increase their capacity.
A 20 month business support programme has been developed with the help of the seafront businesses themselves. It will run from May this year until December 2016, and help 60 local businesses work together through a Business Charter to help provide a better customer and visitor experience.
This will include;
One to one mentoring and advice sessions
Better marketing and joint promotion
Joint Seafront Traders events and activities
Chair of the Sunderland Seafront Traders' Association and proprietor of Sue's Café at Roker for the last ten years, Thomas Parkin added: "We are already attracting more people to the seafront from all over the country and from different resorts which is obviously very good for trade. New businesses are being attracted into the area, and we already estimate that every pound invested in the seafront is matched by a pound spent here by a visitor or private investor. With the 'Tall Ships' on the horizon to add to the airshow and illuminations these are exciting times, and our chance to showcase our city."