A new name for a multi-million pound art gallery being built on the south coast has been revealed.
The gallery on the seafront is due to open in 2007
The Turner Centre is due to be constructed next to Margate's old stone pier, close to where the artist JMW Turner once lived.
However, professional brand consultants have decided to change the name of the building to the Turner Contemporary.
It is hoped the venue, due to open in 2007, will draw thousands of visitors every year to the resort.
Damien Cooke, an estate agent in Margate, said the project was already having an impact on the town in terms of a rise in property prices and the opening of new shops and restaurants.
Sue Wilson, of the Thanet Times, said: "This is such a huge gamble. It's a £20m gamble and whether it works or not - well, we'll have to wait and see."
The centre will house works by JMW Turner and also feature a gallery for contemporary artists.
Exhibition spaces will rise from the sea bed, while the entrance, cafe and administration areas are built on the stone pier.
Thanet District Council approved a modern design by Norwegian architects Snohetta and Spence despite opposition from some traditionalists.