SOUTHAMPTON'S WOW factor will be apparent for all to see in ten years' time according to city chiefs.

Iconic buildings such as the West Quay Stage Three development, the planned arts quarter and the huge projects scheduled for Town Quay and the former Vosper Thornycroft site at Woolston will present a new face for the city within the next decade.

That's the message from city council leader Councillor Adrian Vinson as the hunt continues for the elusive WOW factor that will give Southampton an image with which to sell itself to the wider world.

Cllr Vinson, who is also the city's "design champion", revealed that the plans were likely to be lodged for the huge redevelopment planned for the former Tyrrell and Green site in early spring - once the council secures £5.75m of Arts Council funding.

When completed in 2007, the arts quarter will contain new facilities for the Arts Asia project, the John Hansard Art Gallery and a performing arts space - all contained under two iconic residential tower blocks.

City bosses are also looking at schemes to re-furbish Guildhall Square and to make use of the former C&A building.

Moving towards the centre of the city, plans for the £50m arena and city plaza development, complete with a giant casino are also likely to be lodged in spring next year.

There are also moves to redevelop Town Quay and Mayflower Park which will eventually provide the city with a permanent home for the internationally renowned boat show.

The city's plaza will include three giant buildings, shaped like sails which will be visible from Southampton Water as cruise ships and ocean liners arrive at the port.

Cllr Vinson told the Daily Echo that the projects in Southampton were the largest of any provincial city in Britain and represented the largest development schemes seen in Southampton since the reconstruction of the city after the ravages of the Second World War.

He said: "Town Quay alone is a very big project. It is bigger even than Woolston Riverside. If you put all these things together we are talking about a scale of development that is quite unprecedented.

"When people say there is nothing in the city and there is no WOW factor it just does not happen overnight."

He added that searching for a single WOW factor in a city as diverse as Southampton was not really the correct approach.

He added: "The plans for the housing and hotel element of West Quay are very exciting and the plans for the Tyrrell and Green building are a landmark statement."

Last week, the Daily Echo launched its competition for readers to design a building or structure which would give Southampton its WOW factor.

Entries can be either drawings or in writing. The winner will get six bottles of champagne. Entrants under 18 will get a stack of DVDs.

The closing date for entries is Friday, December 10. They should be sent to David Newble, Southern Daily Echo, Test Lane, Redbridge, Southampton.

Alternatively e-mail david.newble@soton-echo.co.uk.