Yesterday, The Argus published an advertisement placed by all Brighton and Hove's leading conservation and amenity societies.

This calls on Brighton and Hove City Council's planning committee to reject the application tomorrow by the West Pier Trust and builders St Modwen to erect a development on the seashore with the floorspace of the entire former Hanningtons building.

This is the first time so many associations, which represent thousands of people across the city, have come together to provide a unanimous view about an individual development.

All the societies have examined the proposals in detail and each, independently, has come to the same conclusion - the plans are simply not good enough. A great opportunity will be missed if the committee approves them.

The development is being presented as the only possible option and we have seen what happens before when objections are overlooked.

Several societies warned the Aquarium Terraces development would not work and would blot out sea views from Marine Parade. They were ignored. The development remains half empty and views have been destroyed for no purpose.

The St Modwen West Pier proposals similarly block views of the very structure they are supposed to support. This might be acceptable if the architecture added to the seafront.

It does not - the design is pedestrian and unimaginative.

The proposed new buildings might be acceptable if the pier really were to be restored but it cannot now be restored.

At best, some of the existing piles will be re-used. All the rest -from the deck upwards - will be a replica.

The societies have no objection to a reproduction of the West Pier being built. Many are enthusiastic about that happening but only if any enabling development is of the highest quality and is designed to enhance the glorious architecture and natural views of its position.

Patently, the St Modwen proposal does not do that.

There is no need to rush to a decision. If councillors approve the seashore development tomorrow, they will be condemning Brighton and Hove to an eyesore that will scar the city for generations.

-Rupert Radcliffe-Genge, Co-ordinator of the advertisement, The Regency Society, Brighton