The Beach on Front Street is marking its last week in business with blow out parties and souvenir Beach gear up for grabs as it ends a nine-year reign as the ?Shame of Front Street?.

Owner of the establishment Rick Olson said that his decision to close the ?Shame of Front Street? on Sunday evening comes as customers desire more sophisticated, safer places to drink and dine.

The decision also comes as he and new business partner Reed Young, who is a co-owner of Docksider?s, prepare to take over Flanagan?s Irish Pub, Restaurant and Sports Bar on February 1.

Mr. Olson, who previously had stakes in Robin Hood and M.R. Onions, said that he has been eyeing the Flanagan?s property for more than a decade because it offers such a big layout.

?I am one of the few people that still believe in Bermuda tourism. It was just a very big layout and you can do a lot of things there in terms of food and beverage,? he said adding that cruise ship passengers and their staff are the core customers for both venues.

While the two partners are pleased with current operations at Flanagan?s and only plan to do overdue general maintenance and cleaning in their first year as owners, they plan to step up their marketing with theme nights and an emphasis on live music.

Looking to the future however, Mr. Olson said that the new Flanagan?s will include a high end restaurant in the front with a nice bar in back. The venue will keep its Irish theme.

Down the road however, life has not exactly been a beach at the corner of Front and Parliament Street and there is little that will remain of the place besides the staff when it reopens under a new name and after a ?major renovation? in several weeks.

The Beach was home to a number of very profitable gaming machines that were banned by Government in 2004.

While Mr. Olson said that he would ?definitely not be changing the venue if he still had them,? the business still remains profitable today. The main catalyst for the change stems from the type of crowd he has been attracting of late.

?It is a question of controlling that element of crowd that we have been getting there. Over the last couple years I have lost a lot of female business and late night business because people feel threatened in that sort of environment,? he said.

Mr. Olson added that successful hotel lounges as well as other venues in town have shown that customers are looking more for wine bars and lounges where they can relax and feel safe.

?We want to provide a similar venue and at the end of day a place that I?m comfortable going myself,? he said.

The new spot will feature a Bistro atmosphere that will focus on quality rather than quantity. It will also take into account the new no smoking legislation which Mr. Olson, a non-smoker, applauds.

?It will definitely be more martinis and wine. We?re just going to go after a different level of customer,? Mr. Olson said adding however that the venue will still be a bar, just upgraded and more appealing.

Mr. Olson, who also owns Salt Rock Grill in Somerset, is trying to sell shares that he has held in Square One and Tuscany Restaurant for the past three years.

?It was time for me to move on now that I?m getting involved in a competing business,? he said.