It lies between Blackpool and St Annes, but geographically-challenged developers have been forced into a quick U-turn after christening their new venture ‘Lytham Sands’.
Confused motorists have found themselves passing a billboard bearing the name at the former Pontins site, on Clifton Drive North, which will see 73 new homes built there – five miles north of Lytham.
Developer Persimmon Homes has now pledged to remove the sign and will rename the site ‘Coastal Dunes’ after complaints from councillors.
Coun Carol Lanyon, vice chairman of St Annes Town Council’s planning and environment committee, said: “It’s not right when Lytham’s five miles south of the proposed development.
“When I saw it I was just stunned really.
“It’s just not Lytham, they’re two totally separate towns with Ansdell and Fairhaven in between.”
The site has been derelict since the holiday park closed in October 2009.
Coun Tony Ford, who is chairman of the planning and environment committee, added: “I’m just not impressed with it.
“It’s really up to the developers what they name it but Lytham Sands is a misnomer.”
However he has now thanked Persimmon Homes for taking his comments on board.
Coun Ford has previously expressed his wish to explore the possibility of naming streets on the new development after men from St Annes who died during the First World War, but no decision has yet been made on that subject.
Work is expected to start at the site early next year, with the first homes available to buy in the summer.
Diane Finch, sales director for Persimmon Homes Lancashire, said: “The naming of a new homes development is an important part of the site’s preparation.
“Great care is taken to ensure the name is appropriate to the location, the history or geography of the area.
“A number of names had been considered for the new development of 73 homes being planned to regenerate the former Pontins site, many of which referenced its past.
“However the name we have selected to market the site is ‘Coastal Dunes’, to celebrate the beauty of the natural Fylde coastline.”