Plans for an ornate iron archway forming the gateway to Worthing's West End shopping area have been scrapped amid technical difficulties.

The arch was to be the focal point of the regeneration of the area, drawing town-centre customers towards the neglected shopping centre in Rowlands Road and Crescent Road.

But the West End Traders Association, the driving force behind the project, admitted yesterday it would not now go ahead as the group had been unable to overcome "logistical problems" dogging the proposal.

Henri Hourquet, the association's president, said the arch would have proved too heavy to be put up across Rowlands Road between Aossa Travel and Aladdins Lighting Cave and planners would now have to go back to the drawing board.

The position and size of the arch were seen as vital in announcing the West End to town centre shoppers.

Now the association admits the best the district's businesses can hope for is a scaled-down version elsewhere.

Mr Hourquet said: "The problem we are facing is the buildings cannot take the weight of the archway.

"So now we have to look for the alternative to an archway.

"Does that mean a smaller archway somewhere else? I just don't know."

Some disgruntled traders said they were not happy at the speed with which improvements to the area were being made.

However, Mr Hourquet said he was satisfied with the regeneration of the West End so far.

He pointed to the association's successes in securing new pavements, a new Wednesday market, and a joint marketing strategy for all the association's members.

Shoppers are also beginning to see improvements in the look of the area and have reacted positively to the flower baskets installed recently.

The association is launching a website to attract financial support from large businesses and revitalise the local economy.

The setback to the West End's redevelopment was offset yesterday by the opening of a new Co-op convenience store, creating 18 jobs.

The 2,000 sq ft shop in Rowlands Road, which will soon house a new post office, marked its arrival by donating £1,000 to the Chestnut Tree House children's hospice at Angmering.