Visitor attractions operator Merlin Entertainments has unveiled its plans for a major transformation of Blackpool Tower and Louis Tussauds waxworks.

Earlier this year, Blackpool Council completed the acquisition of the iconic tower, the Winter Gardens and the Golden Mile Centre in a bid to revitalise the Lancashire resort. The council then appointed Merlin to operate the attractions on its behalf. Three of Merlin's global brands - Madame Tussauds, Dungeons and 'Eye' - will be arriving in Blackpool, with the operator due to submit plans for the Blackpool Tower Dungeon on 9 August.

An Eye observation deck overlooking Blackpool promenade and seafront, including 4D pre-show, and a sympathetic restoration of the Grade I-listed structure are also proposed by the operator. Elsewhere, a new Madame Tussauds attraction is earmarked to open in April 2011 and £200,000 has been invested in upgrading the resort's Sea Life attraction. Blackpool Tower's existing venues will be retained.

Blackpool Council leader Peter Callow said: "Bringing the Tower into public ownership is already paying off and I'm delighted to see the plans Merlin has for the whole complex. "We want residents to feel real ownership and pride in the new Tower Complex and the project as a whole. It is "our" Tower now and we plan to breathe new life into this wonderful building."

Iain Hawkins, heading up Merlin's Blackpool operations, added: "A great deal has been achieved in just 3 months, but by the time we move in in November we will have much more detailed plans to show the people of Blackpool to encourage them to share our enthusiasm for this exceptional project."