A developer is making a second bid to build flats on a prime seafront site in Worthing after previous plans were thrown out.

Critics branded Roffey Homes' previous scheme for the former Warnes Hotel site "a monster".

Now Worthing-based Roffey has submitted a scaled-down art deco scheme for 72 luxury flats to Worthing Council.

Chairman Ian Cheal said: "We spent two years on our first scheme, talking to the local authority, which had a panel of architects, conservation officers and planners, only to be turned down at the last moment.

"We are very hopeful that this time we should get approval as the site has been empty for about 15 years.

"Worthing people have expressed concern about the state of the seafront. We feel the problem has been one of design, which is a subjective thing. We think it's important to use brownfield sites like this, rather than build on farmland."

The site of the former seafront landmark where George V, Edward VII and the exiled Haile Selassie of Abyssinia once stayed has been used as a car park since 1992.

Roffey's new plans show six storeys rather than seven, with a continuous art deco frontage.

A public inquiry launched after the previous plan was refused has been put on hold until April while Worthing planners look at the new one.

Tony Malone of the Worthing Society said: "The society will be examining the revised proposals to see if previous concerns have been addressed, mainly that this development is sympathetic to its surroundings."