This block of luxury apartments on Cleethorpes seafront was described as "a monstrosity" at a NELC scrutiny panel meeting.
During a discussion on aspirations for a new-look resort, Coun Matty Brown said The Point sat badly with the traditional-style commercial buildings on Seaview Street.
He went on to plead for any new development to give at least "a nod" to Cleethorpes' architectural heritage as a Victorian seaside resort.
Coun Brown volunteered to take part in forthcoming public consultations on enhancement pans for the town.
He suggested these should be held not just in the library but also outside St Peter's Church, where there is more footfall, and in local secondary schools.
Head of regeneration David Brierly acknowledged the sense in this suggestion, noting that "some of the best ideas come from children".
During the same debate, a suggestion for a park-and-ride scheme to ease traffic congestion was rejected as "not feasible" as was a call by Coun David Hasthorpe for underground parking as has proved successful in large towns and cities in Spain and Portugal.
Meanwhile, NELC is continuing to pursue its proposal to purchase and demolish O'Neill's pub in order to open up a vista on to the sea for visitors turning right on the roundabout at the top of High Street.
According to regeneration officer Daniel Jaines-White, the intention is for such initiatives to be achieved by "collaboration" rather than by compulsory purchase.
Meanwhile, efforts will continue to refurbish Alexandra Road - thanks to Heritage Lottery funding of £2-million - and also to make Grant Street more appealing to residents and visitors.
However, hopes are fading for redevelopment of the site of Wonderland on North Promenade.
NELC had hoped that investment might be triggered if the Environment Agency enhanced sea defences at this part of the town, but such a project is not part of their capital programme.
"That's disappointing,"commented Coun Terry Thurogood.
|O'Neill's pub - earmarked for potential demolition in order to open up a view of the sea|