A development brief exploring possible future uses of a swathe of Great Yarmouth's Golden Mile is being touted internationally as the borough council probes for new ideas.
Officials have made it clear they want to replace the Marina Centre with something similar that offers swimming and sports, but should not shade the beach.
However they would also consider other uses including amusements, cinema, holiday apartments, conference centre, or hotel.
Council leader Graham Plant explained that the document was for interested parties, helping them to understand what the restrictions could be in terms of listed buildings and planning considerations, as well as the many positive reasons why they should invest.
The document suggests that the historic jetty - demolished by the council five years ago - could form 'some sort of theme, focus or new identity' for the new development or part of it.
MORE: Lord Nelson's Jetty is historyMr Plant said the brief was 'a heads up' that the council was looking at an area greater than the Marina Centre in a prime location owned by the authority.
'We want to see some applications come in that demonstrate how that would be taken forward in the future to give Yarmouth the best opportunity for tourism,' he said.
'It is an open letter to the industry. The council does not have all the answers.
'There is no time scale, we are putting the brief out there and it may be that no-one comes forward for a year.'
According to the document, approved by the borough council's policy and resources committee, the aim of the re-development is to strengthen Yarmouth's future as a holiday resort, to replace the Marina Centre, and to generate a financial return for the council.
The borough council unveiled its plans for a redeveloped Marina Centre around 18 months ago in partnership with the management trust Sentinel and Pulse aimed at updating the facilities and cutting a £600,000 subsidy.
Under the remodelling both the indoor bowls club and Retroskate faced eviction, triggering an outcry.
Since then the council has decided to consider sweeping away the whole complex and starting again. The site comprises a 500m strip between 70m and 50m wide taking in the Marina Centre, some shops and crazy golf.
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