The flags are being unfurled and the bunting is going up for the Queen's First visit to south Essex.
Delighted seafront traders are pulling out all the stops to make the trip a memorable one for Her Majesty and the Duke of Edinburgh.
The royal couple will travel along Marine Parade from the Kursaal before stopping opposite the Hope Hotel to meet the assembled crowds.
The aroma of fish and chips and the sound of amusements will form the backdrop as the pair go walkabout on the Golden Mile.
Hope Hotel landlord Rod Jones may even invite the Queen in for a quick tipple before she heads off to Basildon.
He said: "We will be really pleased to welcome the Queen to our seafront.
"She may, of course, be very interested in the Hope Hotel building which was built in 1782.
"I think this is one of the biggest boosts Southend has had for years. If she wants to come in, I would be delighted to welcome her."
Ted Lewin, spokesman for Peter Pan's Adventure Island, has pledged to switch on rides at the seafront pleasure park to show the Queen what Southend has to offer.
He added: "We will all be up there welcoming Her Majesty and Prince Philip.
"Everyone is very excited about the visit and there is a real buzz about the seafront at the moment in anticipation of her visit."
Roger Fisher, owner of DooDahs takeaway on Marine Parade is planning to deck his shop out in red, white and blue bunting to celebrate the Queen's visit.
He said: "It's quite an exciting event, especially because the trip has been extended to take in the seafront.
"It gives the public a good opportunity to see Her Majesty. Remember - most of the other visits are inside buildings.
"Hopefully, the weather will be nice and there will be lots of people coming down."
Mr Fisher said the Queen will not be able to paddle in the estuary - because the tide will be out during her visit.
Following the walkabout, the Queen will head to Basildon for a civic lunch.
She will later officially open the engraved doors to the world's first glass and steel bell tower in St Martin's Square, Basildon, and attend a church service to mark the 50th anniversary of the New Town.
Golden Mile - the Queen is set to meet crowds opposite the Hope Hotel Customs
The Queen's first engagement in Southend will be at the newly-refurbished Customs and Excise building in Victoria Avenue.
More than 500,000 VAT returns are processed at the centre each month.
Her Majesty will meet staff, see specialist equipment and unveil a plaque to mark her visit to the centre. College
A packed programme of events will be laid on for the royal couple when they arrive at South East Essex College in Southend.
They will both tour the state-of-the-art learning centre, meeting both students and staff.
The Queen will head off to the science department to see chemistry in action and then go on to the media complex.
She will be shown video footage of her arrival at Southend Airport, shot by students, then cut and edited into a television news broadcast.
The duke will also visit the early years centre to meet students studying for child care diplomas and nursery nursing qualifications.
A plaque will be unveiled in the college's reception area to mark the visit.
The Queen will then be given a chance to meet the talented artists who made the plaque.
Chief executive, Tony Pitcher said: "We were delighted to hear the college was to be a key part of the royal visit."
Educational - the Queen will meet students at the college Bell-tower
The Queen will help make history when she officially opens the doors to the world's first glass and steel bell tower.
First though, she will unveil a plaque celebrating the town's 50th anniversary while her husband signs a portrait and the visitors' book at the council offices.
After lunch the couple will walk across to St Martin's Square, Basildon, to open the specially engraved doors to the new bell tower of St Martin's Church.
Keith Musto, patron of the bell tower project, will make a presentation to Her Majesty on behalf of St Martin's Church Council.
Then two of the tower's eight bells will be rung - the oldest and the newest. The tenor bell, the oldest, was cast in 1441 by Joanne Hille at Aldgate and is believed to be the first bell in the world cast by a woman.
The royal couple will then make their way to St Martin's Church door, passing a small collection of historic racing cars where they will be introduced to forming racing driver, Stirling Moss, who is patron of the bell tower project.
The royal party will enjoy a service of thanksgiving at St Martin's to celebrate the 50th anniversary and the dedication of the bell tower.
As they leave the church a special posy will be handed over by Thomas and Eleanor Lowe, aged ten and eight. KeyMed
Medical instruments giant KeyMed in Southend will play host to the Duke of Edinburgh while the Queen visits Customs and Excise.
Prince Philip will visit the company's cutting edge research and development centre to meet staff working in optical, electronic and video technology.
After a tour of a new manufacturing complex, the duke will unveil a plaque to commemorate his visit.
Managing director Michael Woodford said: "This is a great honour and is a positive recognition of the development of the organisation into one of Britain's largest medical instruments companies.
"This growth continues with KeyMed now employing 900 people which, within the economic and social fabric of Southend, has an obvious relevance.
"His Royal Highness will be opening a new, state-of-the-art optical cleaning room which will help with the production of endoscopes for distribution around the world."
The company has created around 100 new jobs in the past year. Itinerary
10.15am: Arrival at Southend Airport
10.25am: Arrival of the Queen at Customs and Excise
10.25am: Arrival of Duke at KeyMed
11.20am: Queen and Duke tour South East Essex College
12.05pm: The royal party leaves for the seafront
1.10pm: The couple arrive at Basildon Council offices and unveil a plaque to commemorate the town's 50th anniversary. The unveiling is followed by lunch.
2.30pm: The couple visit the Towngate Theatre to see the 50th anniversary exhibition. They will then open the bell tower and attend a service at St Martin's Church
3.55pm: They depart
Every primary school in Southend will get the chance to send pupils to the seafront for the royal visit. The borough council is planning to help out with transport
Southend Council is offering free parking in both the Seaway and Jolly Spot car park between 11am and 1pm on March 12 for well-wishers to park
Thousands of Union Jacks are being printed by the council to hand out to the crowd
After the walkabout, the couple will travel along the seafront before going to Basildon for lunch
Buckingham Palace today reminded the public to dress adequately for the weather conditions on the day
Pictures: ROBIN WOOSEY
Converted for the new archive on 19 November 2001. Some images and formatting may have been lost in the conversion.
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