Swansea will enjoy a lavish seafront piazza modelled on Barcelona's Las Ramblas - if the city's leader gets his way.
Council boss Lawrence Bailey wants to close the gap on Cardiff's waterfront ambitions as he steps up a vital regeneration phase.
REIGNITING SWANSEA 1. Waterfront Museum �30m Cardiff transfer 2. Wales National Pool �10.7m Cardiff replacement 3. Bus station refit 4. Sports village �6m project 5. Hotels, Wind Street 6. Technium incubators WDA business plan 7. SA1 Waterfront �200m WDA dock plan 8. River Tawe bridges 80m city connection |
He envisages a sprawling, pedestrianised civic space stretching from the old city, along a continental-style coastal walkway toward Mumbles.
It is one plank in the new effort to pull What Dylan Thomas famously called the "ugly/lovely" city from its perceived doldrums, onto a level playing field with the Welsh capital.
Six months into discussion, the plan is merely a "statement of intent" and the council has not yet inked any deals with investors.
But Councillor Bailey expects to leverage Objective One and private partnerships to finance the dream.
He says it can put the maritime city right up with Europe's revered waterfronts, creating a jobs spin-off.
The aim is to create an uninterrupted walkway from Castle Square, through Princess Way, across Oystermouth Road, into a new piazza at the new National Maritime Museum.
 Catalonians enjoy Barcelona's famous La Ramblas |
The busy Oystermouth Road dual carriageway is set to be buried in a tunnel to make way for walkers and a host of seaside businesses including hotels.
"We are a city that's turned its back on the sea, we aren't connected any longer," Mr Bailey told BBC News Online.
"In terms of physical access alone, it would dramatically expand the city centre.
"In terms of providing new land for commercial development, it opens up all sorts of future possibilities.
"It is ambitious, it will probably involve external finance and it will cause substantial disruption during construction - but it is achievable."
Cities
It chimes with several developments aiming to improve the city.
While Cardiff has revamped its docks through its growing bay development, Swansea is thought to have stagnated, losing the bid to house the Welsh Assembly.
People call us has-beens - but we�re on a run and now we must raise our game  Councillor Lawrence Bailey |
But the last two years have seen business parks arrive at Swansea Docks, the transfer of the National Maritime Museum and other initiatives which see the city pressing ahead.
The piazza plan - set to be revealed to Swansea Business Club on Wednesday - relied on the completion of each of these, now said to be guaranteed.
"People have called us has-beens and wannabes," added Mr Bailey.
"But geography has never been on Swansea's side; we've always had to run five times faster.
"Swansea has benefited to the tune of over �1bn since the Welsh Assembly was created.
"It would be stupid not to capitalise on that investment. We're on a good run - now we must raise our game."