One of the region's biggest tourist attractions has unveiled plans for a new £20 million waterpark.
The Stormalong Bay aqua park at Drayton Manor, near Tamworth, Staffordshire, will feature water slides and river raft flumes set alongside a new 86-bedroom hotel.
Bosses at the attraction are hoping the project, based on an American-style adventure park, will attract thousands of extra visitors.
They say the waterpark - set around a tree-lined lake - will rival the Caribbeanthemed Splash Landings hotel at Alton Towers, also in Staffordshire.
Developers want to transform Drayton Manor, with a swimming pool complete with water slides, leisure areas, and a floating restaurant.
The project will be the cornerstone of Drayton Manor's biggest ever expansion programme, providing a new 3,000-capacity venue for funseekers eager for a "splashing" day out.
The new hotel will account for £8 million of the total cost, and will mean visitors to the water facility will be able to enjoy short breaks at the Tamworth park.
Plans for the water park were presented to Lichfield District Council yesterday by Drayton Manor managing director Colin Bryan, the man behind the plans.
"I am very excited about this project and confident it will go through. This represents the future for Drayton Manor," said Mr Bryan.
"It's an American-style scheme which will include a roof which will be open to the elements when we have a nice day. There will also be a floating restaurant.
"Building work will take up to seven years. This facility will have 1,500 car spaces, a land train to the theme park and maybe even a monorail through to the hotel and to the park. This will take Drayton Manor to a new level."
The park will be located on a greenfield site surrounded by up to 3,800 new trees in a lakeside setting.
Mr Bryan said the Drayton expansion scheme would generate up to 60 new full-time jobs and a further 120 parttime posts. The park employs up to 600 people a year.
Drayton Manor Park is the UK's fifth most popular theme park, attracting more than one million visitors in 2004.