THIS garish shop front has left York city centre traders seething.

Businesses in Pavement say the newly-revamped Ball's Shoes - now called Shoe Carnival - is a "tacky monstrosity" that would not look out of place on Blackpool Pleasure Beach.

The shop has replaced its reserved colour scheme with dazzling reds, greens and yellows and a large dancing circus clown has been placed over the store sign.

In line with the circus theme, the words, "Roll up, roll up, roll up for the greatest shoe value on earth", appear in bright-coloured letters on the front of the shop.

Simon Williams, owner of next-door Hamilton's Old Fashioned Sweet Shop, branded the new frontage a "disgrace".

He told the Evening Press: "I can't believe it - it surely hasn't been given planning consent.

"It's far too bright and gaudy for the centre of York.

"Any tourists walking down the Shambles will be shocked when they lay eyes upon that monstrosity - it won't be good for my business. I've had a lot of calls from businesses opposite."

Billy White, 20, of Copmanthorpe, who works in a nearby caf said: "It's awful - it looks really gaudy.

"It wouldn't look out of place on Blackpool Pleasure Beach - no offence to Blackpool." Another trader, who would not be named said a lot of his customers had complained about the new frontage.

"It's beyond belief that anyone could have such little taste," he said. "People come to York for its heritage and history, not to be faced with that."

A spokesman for City of York Council said: "The matter is currently under investigation.

"We do have guidelines and conditions on the way in which shops are presented in the city centre."

Darrell Buttery, acting-chairman of York Civic Trust said: "Our last annual report complained about inappropriate colours on shop frontages.

"Unfortunately it looks as though the shoe shop has taken us further down the seafront line.

"It's not good for the city."

No one from Shoe Carnival was available for comment.

Updated: 09:42 Saturday, October 06, 2001