Fun and elegance the key to resort's prosperity; Tony McDonough meets KEN DEARY, one of Southport's best-known entrepreneurs.

Byline: KEN DEARY

KEN DEARY is a born-and-bred Scouser but it's clear his heart now lies just up the coast in Southport. The 46-year-old businessman, who lives in the town with his wife and two children, has made his fortune selling Big Macs from the four franchised McDonald's restaurants he now operates in Merseyside.

Last month, Deary's status as one of Southport's best-known entrepreneurs was rubber stamped when he was named chairman elect of Southport Business Village (SBV), the town's main regeneration driver, which provides a bridge between the public and private sectors.

He takes the helm at a time of great change in the town which, up until just a few years ago, had ``stumbled along'' in a general decline that had afflicted many of the UK's coastal resorts.

Then along came Objective 1 during the 1990s which helped kick-start regeneration across Merseyside.

Southport initially benefited to the tune of pounds 8. 7m. The knock-on effect of that, according to Deary, has been a further pounds 50m of investment into the area.

He said: ``Up until about five years ago, business people were very concerned about the direction the town was heading in. It was at that time that local government became more entrepreneurial and, since then, things have started to move and we have seen a number of great projects including Ocean Plaza, the refurbished pier, the eco centre and of course Pleasureland which is still very important to the town. ''

For generations of youngsters, Southport has been the fun capital of Merseyside and its elegant shopping streets have also proved a major draw.

It is these two historical elements of the resort that Deary sees as the key to its future prosperity and he is also keen to see the organisation he now heads drop the word Village from its name and become Southport Business Partnership.

``We want to get away from the idea that Southport is a village, it isn't, it is one of the major towns in the North West.

``What we are trying to create here is what we would call a classic resort -- somewhere that is seen as high quality and stylish, similar to somewhere like Brighton.

``We want people to come here and find quality shopping with top names and the kind of top-quality hotel accommodation we haven't had in the past.

``We want fantastic restaurants in the town and for people to get the message that this is a vibrant and sophisticated place. ''

Deary, 46, was born in Croxteth, Liverpool, and was one of five children. The family, raised alone by their mother, later moved to Melling and then to Southport.

After attending schools in Maghull and Southport, Deary went to the University of Leeds to study economics but, after graduating, was quickly catapulted into the world of work to help support the family.

``I came from a relatively poor family and my mother had brought five of us up on her own, so I had to go out and get a job. ''

He joined Royal Insurance in Liverpool and qualified as an accountant but the idea of being stuck behind a desk as an employee for the rest of his career didn't really fit in with Deary's ambitions.

``About 10 years ago, I saw an opportunity to work for myself which was something I had always wanted to do. McDonalds had just started franchising so I gave it a go and I now have three restaurants in Southport and one in Ormskirk.

``I think as a major investor in this town I have put my money where my mouth is and I believe that is one of the reasons I have been elected to this position.

His position at SBV is in addition to his chairmanship of the Resort Management Forum, the aim of which is to bring about the classic resort concept Deary is so passionate about.

``The council has worked with the private sector to create a vision of where Southport wants to be. Now we have that vision which is the classic resort.

``We have to change and we have to be unique. We cannot compete with Liverpool or Manchester day to day. What we have to do is build on our heritage and be a bit different.

``We have been talking with the NWDA and they are keen to support us.

``I think at the moment we have a few key projects that need support from the public sector to get under way.

``We would hope that in five or 10 years' time, people will say that this is a great town to invest in. They are doing that already but we still have work to do.

``People are now seeing this as a bigger town as it was in the past. We have the Chapel Street pedestrianisation coming soon -- that will be a major improvement to property prices and will attract retailers into the area. ''

Deary believes that, in creating a modern, vibrant town, Southport doesn't lose touch with its traditional routes, saying a healthy balance between the two is vital to the resort's future success.

``I was born in Liverpool and when I was young I used to come to the fairground as a lot of people still do now. There is a lot of investment in new rides going into Pleasureland and it is still a great economic driver for Southport.

``But the other side, which is the classic stylish heritage, is very important and we think we can have the two running alongside each other to give us a great product for Southport and the North West.

``What the business community would like to see is more investment into this town, particularly in leisure. We have always brought day trippers into here and the more we can bring in the more everyone will benefit from that.

``I might have been born in Liverpool but I am now an adopted son of Southport and I believe I can help the town achieve its ambitions. ''

Q&A

Age: 46 Highest educational qualification: Fellow of theChartered Association of Certified Accountants Inspiration: Bill Shankly Unfulfilled ambition: To help turn Southport into a classic resort Biggest regret: Not starting my own business when I was still in my 20s Best advice ever given: Get an accountancy qualification and then do something else

CAPTION(S):

New Business Village chairman Ken Deary wants to get away from the idea that Southport is a village