Everyone knows the Bognor jokes - it is, after all, the last resort.

And who could forget the famous last words of King George V, who on his death bed was consoled by a sycophantic physician with a promise that he could convalesce in Bognor.

"Bugger Bognor", the king replied and promptly expired.

The town has been plagued by his unfortunate epitaph ever since so can it ever escape its beleaguered position as the butt of all seaside jokes?

Its councillors and residents certainly think so. A plan drawn up after consultation with the public recommends reinventing Bognor.

Every element of the town from its nightlife to its landscape would undergo a complete overhaul in an attempt to launch it into the 21st Century.

Richard McMann, head of investment and tourism at Arun District Council, is one of the brains behind the scheme.

He is keen to stress that Bognor is already a town to be proud of. The master plan will simply make it even better.

Mr McMann said: "It's about building on what we have now. Bognor's got so much going for it already but there is room for improvement."

The new vision is to create six "quarters" - a leisure heart, old town, healthy living, urban living, retail and cafe quarters.

New transport, parking, refuse and energy initiatives will also be introduced.

Mr McMann said: "Bognor Regis is a town that has something for everyone. We want to build on that idea.

"It will be a place where people have great public services, a thriving economy and a nightlife with lots of choice and variety.

"Once we make sure Bognor is a wonderful place to live, in every respect, it will be the sort of place that has everything a visitor could want as well."

If the opinions of the locals are anything to go by, Bognor has already made it.

Tony Parkins, stand-up comedian and proprietor of Bognor's Jazz Cafe, lived in Los Angeles and Spain before moving to the town.

He said: "I've lived in a fair few places but I think Bognor is fantastic.

"I love it for so many reasons - its people, its heritage, its community, its location, its business partnerships and its potential.

"We're always moving forward. We have this vibrant night scene that people outside the town don't know about.

"Yet it is also a really safe place to live and go out. There's no trouble. I have a young sister, so security is important to me."

Shirley Hardy, 57, agrees. Her family have lived in Bognor for more than 50 years.

She said: "The people, weather, everything, is wonderful. The low opinions and jokes about Bognor are totally undeserved.

"When people actually come here, you get them saying 'Oh, I didn't realise it was as nice as this'.

"I've been here all my life and I love it."

Even the youngsters are fiercely loyal.

Michael Bailey, an 18-year-old Bognor resident, said: "It's a nice town. The nightlife's got lots of variety and there's no violence. I know what people think of Bognor but it's really an all right place."

The redevelopment will be spread over 20 years and will include some drastic changes to the landscape and character of the town.

Existing structures will be razed and new streets, theatres, piazzas, high-rise buildings and cosmopolitan bars will be created.

Even Butlins is joining in on the act.

It is spending £9 million on a 160-room seafront hotel in the shape of a giant ship.

Marilyn Hamilton, personal assistant to Butlins resort director Silvio Liedtke, said: "The regeneration is a great thing. We enjoy being part of the community and working with the council.

"The new hotel will be superb and a fabulous addition to Bognor Regis."

Mr McMann said: "It's really exciting to be one of the people responsible for such a wonderful challenge. We're not trying to be Brighton or Newquay.

"We are who we are and we're proud of it. Things are just going to keep getting better."