The grade II* listed pier was designed by Eugenius Birch and opened in 1867. The gothic toll house and pierhead buildings were designed by local architect Hans Price.
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A competition was launched in August 2007 by new owners Urban Splash, inviting people to submit ideas for the regeneration of the pier and island.
In March 2008 the winners of the design competition were announced. There were 95 entries for the competition from around the world and from these, a shortlist of six was chosen with Levitate Architecture and Design Studio Ltd emerging as the eventual winners, who won £25,000 and will be paid a commission fee for their work. The winning design included a dozen luxury apartments and a 50-room hotel.