Ambitious plans have been announced for the second stage of regeneration at a derelict Great Yarmouth pub famed for its art deco architecture.

The group behind the Iron Duke on Jellicoe Road has said it aims to “bring a bit of glitz and glamour” to the north end of the seafront as it moves one step closer to becoming a New York-style bar and restaurant.

With a target of a winter 2025 opening, the Grade II-listed building will be a multi-use venue, to become a destination site, aiming to boost the area's economy and ensure the building's ongoing preservation.

An attempt to delist and demolish the pub was made in 2018 by the owner of a neighbouring holiday park. Though Norfolk County Council made no objection, the Department for Digital, Culture, Media and Sport refused the delisting.

After standing empty for 14 years, in December 2022, the National Lottery awarded funding for a restoration of the building in conjunction with the Great Yarmouth Preservation Trust (GYPT) and Norfolk American diner chain Zak’s.

However, not everyone is happy with the development.

Longtime campaigner to save the building as a pub Caroline Jone said: “The proposal to turn the historic Iron Duke into an American chop house, holiday let and escape room will not guarantee the pub a sustainable future.

“The plan does not reflect the pub’s heritage and has no connection to the town of Great Yarmouth. The Iron Duke designed by AW Ecclestone for the Lacons brewery is a stunning example of an interwar pub.

“Its value lies in its heritage, superb architectural design and is part of Great Yarmouth’s rich brewing history. It was built by local people. It’s a pub dedicated to the WW1 Battleship HMS Iron Duke. It could have been with a faithful restoration and an experienced operator a destination pub.

“People today are looking for authenticity and good value. Modern pubs focus on promoting local breweries and seasonal locally sourced food. It’s great news the relaunched Lacons brewery is to be involved but sadly only as a supplier.

“The Friends of the Iron Duke (FOTID) has campaigned for seven years to secure the pub a sustainable future. It was only our group which promoted the pub’s availability.

“There was no marketing for the pub from the GYPT. Successful publicans working in the industry now did not receive a response to their statements of interest. Only one managed to submit a business plan.

“He was refused a site visit and even floor plans and was turned down without explanation, in favour of a diner chain which has never run pubs.

“FOTID would like to thank everyone who has helped us save the pub, it’s been a community effort. We will not be involved and want no association with this scheme costing £2.5m of lottery funding. 

“It’s been a total labour of love helping the Iron Duke and it’s very sad those endorsing this scheme are disregarding Britain’s unique pub heritage and culture.”