Blackpool's most famous landmark is to receive a £10m refurbishment by owner Trevor Hemmings.
Hemmings' Leisure Parcs will start the four-year project with a six-month, £3m redevelopment of level five of the Tower. This first phase will see the removal of Jungle Jim's play area, to be replaced by the Towering Adventureland, which Leisure Parcs described as 'the most innovative and interactive play area of its kind in Europe'. Work on the project began three weeks ago, and will be completed by Easter 2008.
The existing food court will also be transformed into a themed dining area seating more than 350 people.
Hemmings owns the Winter Gardens and Blackpool's three piers as well a number of hotels and bars on the Promenade. He has been criticised in the past for a lack of investment in the town's civic jewels.
The tower was built in 1894, inspired by the Eiffel Tower in Paris, and rises to 158m.