I gave up on this years ago. Like many I am not a huge beach fan, and a lower quality beach increases my avoidance of it - I have never sunbathed on Calis beach that I can recall or even spent much time on it. It's almost not there to me - I loved the prom and I love the sea and bay, I don't see the bit in the middle really anymore. Someone on Facebook said that it looks lovely at night - a genuinely honest opinion I believe, and sadly darkness does help. I noticed the beach last year in April, because I was there and because they cleaned it. It looked great.
But someone as weary of it as me can just blank it out - it's the holidaymakers arriving, perhaps for the first time - who will certainly not be ignoring it. They (as mentioned) may never ever return. Several hundred pounds, per family, per holiday, per year - there for the taking and gone forever. Next will be "Where are all the tourists"!!!
And where does it go from here? Even in years when there was a big pre-May clean up, that was it - so from May till October it just became more and more littered with fag butts, broken glass and all the rest.
With no initial clean, what on Earth will people holidaying in September for the first time in Calis find between prom and sea?