THREE months after plans to demolish a landmark cliff top hotel were refused, a new application has been put forward.

AJ Developments is hoping to replace the Hotel Riviera with a block of flats but BCP Council said its first scheme was “unsympathetic” to the character of its West Cliff surroundings.

Now a second set of plans have been submitted with the developer saying these would have no “undue harm or negative impact” on the conservation area in which it lies.

The former private school building has been used as a hotel for more than a century but a statement says that, despite its owners’ “substantial experience” and “intensive” marketing, the business is no longer viable.

“The existing building is one that has not made a positive contribution to the character of appearance of the conservation area for some time,” consultants Pure Town Planning said on behalf of the developer.

“Ongoing extensions and alterations have severely impacted its visual presence when viewed in the context of more attractive buildings in the locality.

“In truth, the existing building appears visually disconnected from its neighbouring properties.”

Its latest outline application proposes a replacement block of 14 flats – one more than planned in the refused scheme.

However, the number of parking spaces has also been increased – from 13 to 17 – following previous concerns that the shortage would cause “chaos” on roads in the surrounding area.

Refusing the first application, council planning officer Tom Hubbard said the site was an acceptable location for “residential intensification”.

But he said the benefits of the new housing would have been outweighed by the impact the new building would have had on the conservation area.

The latest scheme proposes the construction of a smaller block than the one that was refused. A move, the statement adds, that would “improve” the setting of the conservation area.

Council planning officers will consider the latest scheme in the coming weeks.