Traders and businesses are overwhelmingly in favour of the controversial £290million King Alfred proposals, according to a new study.

Some 112 shops in Church Road, Hove Street and Kingsway have written to Brighton and Hove City Council urging them to approve Frank Gehry's seafront plans.

Developer Karis surveyed 138 firms in the area around the development. More than 80 per cent - or 112 businesses - supported the scheme and agreed to write letters of support. A further 19 businesses were opposed and seven were undecided.

Karis managing director Josh Arghiros said: "This is a ringing endorsement from the local business community."

The original Frank Gehry plans were scaled down in the face of a public backlash and the scheme still has many opponents.

But the latest application is apparently a hit with traders.

Michele Welter-Salah, owner of Texas Pizza, in Victoria Terrace, Hove, said: "The redevelopment will not only boost the local economy, it will breathe new life into this rundown area.

"The King Alfred proposals are a fantastic opportunity for the city and I hope the city agrees the plans."

David Smale, owner of Coriander in Hove Street, Hove, said: "Hove desperately needs a new sports centre and Frank Gehry's exceptional design will undoubtedly entice people into the building."

The Argus reported last week that the project was in disarray after the District Valuation Office said the complex could run over budget by £29 million.

But Karis said the report was based on inaccurate figures.