A BOURNEMOUTH council director has warned that Westover Road can’t be ‘pickled’ after traders “spectacularly” objected to plans for transformation.

Roger Ball, director for development services, said money which could have been spent on the development of the road has now gone to other projects after officials faced objections from businessowners.

Council plans to “reinvigorate” Westover Road were first suggested around three years ago, councillors on the economy and tourism overview and scrutiny panel were told.

Although some traders along the stretch - known as ‘Bournemouth’s Bond Street - supported the scheme, others were “spectacularly - on occasion - critical of any plans,” Mr Ball said.

Specialist consultants hired by the council to look into the plans recommended a move away from a traffic-dominated carriageway to a more pedestrian-friendly street.

However, talks with traders floundered after many businessowners objected to any plans which might reduce car parking.

“Traders thought - some of them especially - that it would probably be detrimental to businesses if people couldn’t park outside when going to buy expensive clothes and jewellery,” Mr Ball said.

“The money [for the scheme] was spent on things like Pier Approach and Horseshoe Common.”

Both the Odeon and neighbouring ABC cinema in Westover Road were sold to Libra Homes last year for a total of £6.15 million.

The council declined to bid for the buildings, but has expressed a preference for their art deco frontage to be retained.

Libra are expected to present their plans for the building to the public before the end of the year.

Mr Ball said the scheme will “change the way in which Westover Road works”.

“You cannot pickle it to the point where it doesn’t function economically,” he said.

“We must strike a balance.”