They say Stan's your man to plug up a leaky business.

Now the flamboyant millionaire and trained plumber Stan Clarke is hoping his golden touch will reverse the stagnating fortunes of the West Pier in Brighton.

It has now been 25 years since the once glorious landmark was deemed too dangerous to use and was closed.

Since then, two private companies have come, promised much and then gone.

This week it was announced that a consortium including former boxing champion Chris Eubank had lost hope of restoring the pier because its main backer, the Prestbury Group, was being wound up.

Supporters of the West Pier can only hope it is third time lucky as Mr Clarke, who runs Brighton Racecourse and the Birmingham-based property and investment company St Modwen Properties, takes the helm.

Those close to the determined, frank and traditional businessman say that if any heads need banging together to get the renovation of the pier back on track, 66-year-old Stan is the man to do it.

He has dramatically improved Brighton Racecourse since his company, Northern Racing, took over in 1998, improving the leaky old grandstand, draining the track, building a new parade ring and refurbishing buildings.

According to Phil Bell, racecourse manager, his boss's secret to success is combining vision with a keen business sense.

Mr Bell said: "I remember at my interview with him he came across as a very imposing, commanding sort of person.

"He had a bit of atmosphere about him and was very clearly focused on what he wanted.

"He has got energy and determination. But he doesn't just spend willy-nilly. We have structured targets to get money invested back.

"He is straight down the line, he expects his team to be hard working and dedicated to the job. I respect his style of managing because he is very commanding. You can't help but get into his way of thinking and he gives you opportunities."

Mr Bell is sure his boss will be the one to change the fortunes of the ailing pier.

He said: "The West Pier has been Brighton's biggest joke for 25 years. It needs someone like Stan to get things moving. If anyone can do it, he can."

Mr Clarke has many quirky tools of the trade up his sleeve to motivate his staff - including playing military marching music over the tannoy at the racecourse.

Despite his commanding nature, he says integrity is an essential secret to his success.

In his broad Staffordshire accent, Mr Clarke said: "If we make a commitment, we get on with the job and keep our promises. We guarantee to keep our word.

"Brighton is an important town, about to become a city, and we believe it has tremendous potential to increase its success and popularity and we want to play a part in it.

"The pier really wants substantial investment of a sort that will be commercially viable, look attractive and be an asset and facility that the people of Brighton and visitors can be proud of.

"It has to be commercially right and include all the heritage and history associated with it.

"Commitment is the most important thing and delivering what you say you will do. I think you have got to have integrity - your word is your word."

His is a genuine rags to riches story.

In The Sunday Times Rich List last year he was ranked the 384th wealthiest man in Britain, with a fortune of £60 million.

Impressive for a man who started out as a plumber.

Born in 1933 in Burton on Trent, he got his first job at the age of nine as a butcher's boy.

He left school at 15 to serve an apprenticeship as a plumber, continued his education at the local technical college and worked for a local builder before setting up his first company at the age of 25 with capital of just £100 and an old Ford car for transport.

This grew to become Clarke Homes, one of the largest private property development companies in the country, which was sold in 1987 for £51 million.

St Modwen Properties was successfully floated on the Stock Exchange in 1986 and now specialises in property investment and out-of-town retailing, for example the Britannia Stadium for Stoke City Football Club.

Stanley Clarke's old-fashioned, straightforward secrets to success can be summed up in the pointers he gave to students when he was given a doctorate by Staffordshire University.

He told them there was no substitute for hard work, the early bird catches the worm, a rolling stone gathers no moss and good manners maketh the man and the woman.

With his sharp business sense comes a passion for horses and Mr Clarke has transformed racecourses at Brighton, Newcastle and Uttoxeter.

His own horse, Lord Gyllene, won the Grand National in 1987.

There are many people in Brighton and Hove who are hoping his gamble on the West Pier will pay off.

Rachel Clark, general manager of the West Pier Trust, said her new partner was eager to get things moving quickly and believes work could start as soon as the autumn.

She is convinced St Modwen Properties is 100 per cent behind the aims of preserving the heritage of the structure and is not just out to make a quick buck.

The project is being supported by £14 million from the National Lottery, which has to be matched by private money.

Ms Clark said: "I have heard Mr Clarke is quite a character.

"All our contacts with the company have been extremely positive and I feel very hopeful that it will be a very successful partnership.

"They recognise it is an extremely important heritage programme and extremely important to the local area. I have no doubts they will respect the heritage side.

"I think they recognise the kudos. You don't get involved in the West Pier just to make money.

"They are very eager to get going on this very soon and so are we. We are running out of time."