Chorley-based Six Piers is planning an £8m redevelopment of South Pier in Blackpool.
The current pier building would be transformed into a 45,000 sq ft family entertainment centre featuring a full-size ten-pin bowling alley, large soft play area, food court and American pool lounge. There will also be a new bar area with sea views.
Six Piers owns the three piers in Blackpool – North, Central and South – as well as Lluandudno Pier in Wales, South Parade Pier in Portsmouth and Eastbourne Pier in Sussex.
Kevin Scott, operations director of Six Piers, said: "This will not only provide a new indoor entertainment centre for holidaymakers but it will be open for 52 weeks of the year for locals.
"The proposed development has been over a year in the planning and follows extensive and productive consultation with the local authority. We believe that this is another positive piece in the ongoing jigsaw to consolidate Blackpool's position as top of the premier league of family seaside resorts and marks a significant investment from Six Piers."
The South Pier redevelopment was designed by Kirkman Architects, based in Altrincham.
David Kirkman, managing director of Kirkman Architects, said: "The design of this new, all-year leisure facility has been inspired by its prominent position beside the sea wall, using crisp, modern materials in a form that will bring the South Pier into the 21st Century.
"Whilst the 'wave' design is reflective of this new era of leisure it also pays respect to the history of the piers in Blackpool, incorporating contemporary versions of the Victorian barrel vaults to the entrances from the promenade and the pier itself."
The planning application has been submitted to the council and a decision is expected in the autumn which, if approved, will give the green light to start work as soon as practical at the end of the season. It is hoped the development will be able to welcome its first visitors at Easter 2012.