SOUTHEND is a casino town.

Thanks to the long-running saga about which British town landed the country's first supercasino, it has been easy to overlook this simple fact.

For almost two decades, the Rendezvous Casino has occupied the town's second most famous building, the Kursaal.

Over £10million in investment has been poured into the magnificent period building, giving the Ed- wardian structure a new lease of life.

With its grand staircase, terracotta decorative work and massive picture windows, the Rend- ezvous figures among Britain's most opulent casino buildings. It could almost be called Southend's answer to the casinos of the south of France.

Certainly large numbers of people from outside the town see it in that light. Tony Donnelly, the club's director, says: "London isn't short of casinos, yet it's surprising how many people come out here from London. They appreciate the attention, the friendly atmosphere and also the setting. It's less impersonal here."

In terms of Southend's "balance of trade", bringing in money and creating jobs, the casino is a big contributor to the town's economy. Now the supercasino site has been clinched by Manchest- er, and the dust has settled, it is possible to step back and look at the role the Rend- ezvous already plays in the local business world, as well as the wider community. This year, the Rendezvous has taken on the role of chief sponsor of both the Echo countywide and Southend Business Awards.

"We see the awards as a way to express our support and backing for the business community, " says Tony.

"We have close links with many businesses in the town. We source wherever possible from other local business - for instance, our printing is done locally. We are members of the Cham- ber of Commerce and there are other, perhaps less obvious, ways in which we participate.

"Our security is at the disposal of the town. We're in a central position, which ensures we are able to keep a quiet eye on the street, as well as our own business. This is especially useful to the police when, for instance, there is a big football crowd in the town for a match."

Another way in which the Rendezvous acts on behalf of the town is as a focus for community fundraising. Marketing director Ann Jackson is current chairman of the Mayor of Southend's charity committee, which this year is seeking to raise thousands of pounds for two medical causes, the South- end Hospital cardiac unit, and Strokebusters.

The facilities at the Redezvous are free of charge for fundraising events, and the casino makes its own hefty contribution by donating all profits from New Year's Eve.

Yet for all these good deeds, Tony Donnelly admits the Rendezvous, and the industry generally, has to work hard to protect its image - or, more precisely, just to tell the facts.

"We are tightly regulated, and we offer a secure environment," he says. "Yet there are many misconceptions about casinos. James Bond hasn't helped. Casino Royale gives this picture of casinos as high-rolling places, where people make and lose fortunes, and where you need a lot of money in your pocket before you even start. But that's largely fantasy.

"You don't need much cash at all to enjoy an evening at the Rendezvous. Our customers tend to gamble a small amount - just what they are prepared to lose. Sometimes they win, sometimes they lose, but either way they have fun. Win or lose, they don't get carried away. That's how the vast majority of people approach a night at a casino.

"It's also safer than gambling on the internet, where there are no restrictions. Online, you can lose your shirt in a few hours."

The Rendezvous isn't called that for nothing. Ann Jackson says: "The casino shouldn't be thought of as just a place for gambling. In every way, we are part of the leisure and entertainment industry. We have a big role as a social and meeting place. Many people come here for the bar, the restaurant, and to meet friends. "They have the chance to enjoy themselves in a nice, relaxing, comfortable, welcoming environment. There are regular shows and we have a great chef on the premises. There's no pressure on people to gamble."

In some ways the Rend- ezvous helps to make up for the absence of luxury hotels on the Golden Mile.

Tony Donnelly sees the Rendezvous as a pivot of regeneration in south Essex.

"Regeneration has done wonders for places such as Torquay, and now the process is beginning to kick in along the Southend seafront," he says. "We're shoulder to shoulder with other businesses here in lobbying for improvement, and we look forward to being a part of the reinvigorated seafront.

"But when it happens, it will be as a result of vigorous, entrepreneurial businesses pushing for improvement.

"There's a lot of those in Southend, and that's why we're glad to be part of the business awards."