NEGLECTED and underfunded, the Canvey seafront has been the Cinderella of the Thames estuary for so long, the role of seaside wallflower has become second nature.

But now this sad esplanade has a new champion, local hero - and most significantly - investor.

While Castle Point Council struggles to wrest money from Thames Gateway, a process its chief executive David Marchant admits will take years, businessman Scott Petty, 40, has stepped in.

He has pumped £650,000 of his own cash into setting up what he believes the seafront most badly needs to spark a a revival - a good fun park.

Scott's Leisure Island Fun Park is named in part as a tribute to his hero, Philip Miller of Southend's Adventure Island.

Miller turned a near-bankrupt kiddies' fairground into the country's second most successful seaside attraction and became a legend in the industry.

"Wherever you go, they always talk admiringly about Philip Miller," says Scott. "Without him, Southend would be in trouble. I want to be the Philip Miller of Canvey."

Scott, who also owns the Island Gym and United Stainless Steel, says his rides are already pulling in customers from Southend.

Punters choose the Canvey attraction over Adventure Island because it caters for a different market - very young children.

While Miller strives to make his rides bigger, faster and scarier, Scott Petty proudly describes his mini-rollercoaster as "the smallest you can buy anywhere in the world".

"Thousands of little kids get the first experience of a coaster-ride on ours," he says. "It's a big moment for their parents, brothers and sisters who are watching, as well as for them."

Scott started planning Leisure Island five years ago and opened his first ride two years after that.

"I spotted the business opportunity, asked the council for a bit of land, and away we went," he says.

He makes it sound almost casual, though in reality, and as befits a man who also runs an engineering company, he has a precise grasp of his market.

He advertises Leisure Island "all the way along the A13 as far as Becton"

- Canvey's historic customer base throughout its successful time as a resort.

"People naturally head east along the A13 and Canvey is closer than Southend," Scott elaborates.

"It's a tots' day out, a treat for the younger family members, with older children, parents, grans, uncles and friends coming for a day out," he adds. "It's the family we need to attract back to Canvey."

All sound commercial logic, but for this son of the island it goes much deeper than mere business.

"I was raised on Canvey," he explains. "I live here and I want the seafront to succeed. I want to work with the council to see what else we can achieve.

"For instance, I'd be happy to set up a roadtrain to the seafront. I'm prepared to invest."

Scott is interested in the fun side of the business, too.

"I started off after school running a stall here on the seafront, and although I did other things after that, I guess I got bitten by the bug," he says. "Leisure Island's original budget was £300,000, but expenditure rose to £650,000.

"I just got a bit excited. I'd find another a ride for sale I liked and which was just right for us, so I'd buy it."

However, for all his apparent nonchalance, Scott runs a tight ship.

"Any day the fun park is open, I'm here, "Scott explains.

"I'm running the place hands-on, listening to people, getting feedback, coming up with new ideas."

That was how Scott came up with the idea which may yet rank as his most durable legacy.

Ever on the lookout for an opportunity, Scott plans to gift the seafront with another much-needed attraction.

"We're planning to open our own public loos there next season," he says.

"The number of public toilets has been reduced recently and that's a big mistake. Any passer-by will be welcome to use our ones.

"We aim to make friends."