"If we lose the ability to use the frontage, we're gone."

Those are the stark words from Julian Dunkerton, as he submits a planning application to Cheltenham Borough Council to replace the controversial marquees outside No. 131 on The Promenade.

Julian Dunkerton invited the local media to find out more about his latest vision for the popular town centre hotel, restaurant and bar.

The founder of Superdry and No. 131 is proposing to enhance the hospitality venue with a permanent terrace to replace the temporary structures.

He told Punchline-Gloucester.com: "The solution was never to leave the marquees. This is really about a permanent solution for the space, which is securing 130 jobs in Cheltenham. What we want to do is have a permanent structure here and we've put in a planning application today to deliver that for the town.

"We want to create something that's fit for Paris, fit for Mayfair and something very special for Cheltenham."

The new terrace structure will offer two design options: a glass structure with decorative ironwork, in keeping with many Regency buildings around Cheltenham including No.131 itself, or a slim, unobtrusive metal pergola with a retractable roof. Both options complement the Regency architecture, designed with award-winning local architects and heritage experts.

Daniel Gore, director of Tyack Architects in Moreton-in-Marsh, said: "The first scheme was developed in response to Cheltenham's architectural heritage and the wonderful breadth of ornamental ironwork you see throughout the town. That was consulted with planners and Historic England.

"We're also offering a second option, which is a much more lightweight metal structure with a retractable awning."

Simon Firkins, planning consultant and MD at SF Planning, said: "Cheltenham has one of the most intact collections of decorative ironworks of any town in the country. They're all individual - the ironwork is different on different buildings throughout the town. The idea was to create a modern interpretation and integrate it into the proposed new structures to the terrace area.

"I think we're looking for a level playing field as a planner - that every application and every applicant and what they're seeking to achieve is treated consistently."

Julian Dunkerton has invested £18 million in the formerly dilapidated buildings which make up No. 131. But without the outdoor structure, the business won't be viable.

He continued: "What we're trying to do here is something unique. Nobody wants a cookie cutter town, nobody wants the same old chain stores in every town. You want something that has a local flavour.

"All our food is from local suppliers. This is a Cheltenham-owned and Cheltenham-run business with Cheltenham employees. And something Cheltenham can be proud of.

"If you don't have these sorts of things, what are you as a town? We're doing our bit to create an identity."

Luke Tarr, from Star Sports, the UK's largest independent bookmaker, based in Hove, summed up the importance of No. 131.

He said: "After racing, whether you've had a fiver on a horse or you own the winner, people want to come into this building. If people come here racing, they'll come back with their family and friends and they'll recommend it. It will drive a lot more business and tourism to the area because they come here during Race Week."

Punchline-Gloucester.com said: "You can't operate a business like this without a great team behind it. Thank you to Georgia McMullen, hotel manager, Monica Basinska, supervisor, Mihakla Croitoru, host, Ma't'e Balla and Anna Gruzinskaia."

As he introduced his vision for the future, Julian also took journalists on a short tour of Cheltenham, looking at listed buildings and other businesses.

Describing the marquee bar area at the rear of the Town Hall, he said: "It's a historical building and they have delivered something that is substandard. I'm not trying to rub anyone's nose in it, but when you are doing anything, you have to have the perspective of the town - what other people are doing and what's been accepted before and what's been promoted before."

Julian pointed at the seating area of Bosco Pizzeria and said: "This restaurant and development is very successful. Why is it successful -  because it's got outside seating?"

Moving around to Imperial Square, he was impressed with the outside area of the new Settebello restaurant. He then took the group back round the corner to The Promenade. This time he pointed to the businesses on The Promenade, and his aim was clearly at the borough council's planners.

"Look at what they do in terms of terms of parking, in terms of signage. The signage behind the windows - if this was Mayfair you wouldn't be allowed. It's really understanding what should be on this type of architecture, what is the best for the look of the property?

"When we developed 131 - the buildings were so run down. We have invested £18 million in these three buildings to bring them back to a world class standard. They really are way, way above what we needed to do because we love Cheltenham."

Mark Owen, editor of Punchline-Gloucester.com, said: "The hospitality business is an extremely important sector for Cheltenham. No. 131 has a pivotal part to play in the whole hospitality marketplace in the town. Julian Dunkerton has sunk £18m of his own money into the business, but it's not a bottomless pit.

"At the end of the day, every business has to be a viable concern. There comes a point where you can only stretch so far. The Queen's Hotel over the road is an example - it's up for sale.

"Julian's plea to the council, the business community and the media is to look at what has already been allowed elsewhere. There's no reason why the new designs shouldn't be given the go-ahead. There's 130 jobs at stake.

"Every single business in Cheltenham is important and they all feed off each other. By having a bigger, better, more upmarket offering, you get the right people into the town. Let's hope Cheltenham Borough Council goes to visit and listens to what he has to say."

Julian concluded: "I love Cheltenham. I invest a lot of my money back into Cheltenham. We've won several civic awards for the work we've done.

"We need the support of the local council to make sure this goes through. We can't put this business at risk based on the wrong decision. Please support the right decision!"