JUST outside the west Clare resort of Lahinch, on the coast road to Milltown Malbay, is a development which is causing much concern among the local community.
Dozens of single storey holiday homes with sharply pointed roofs, looking for all the world like giant pieces of Toblerone, are nearing completion beside the Ocean View Caravan Park.
The houses are stacked six and seven rows deep.
The views are stunning, if you are lucky enough to be in the front row.
The development is a graphic example of what has happened to Lahinch since the tax incentives scheme for seaside resorts was introduced in July 1995. The scheme applies in 16 other resorts and allows developers to offset 100 per cent of the cost of tourism related structures against their tax bills.
At the time the tax scheme was hailed as a major innovation which would lead to the rejuvenation of the resorts. Lahinch residents take a different view of it.
Clare County Council's planning map for the village and surrounding area is festooned with red markings which run into each other, so thick on the ground are the applications for planning permission. I counted at least 50 applications since the start of 1996.
Many of the applications are for comparatively modest developments, including single houses or extensions.
But they include the following list McInerney Construction, 45 houses and associated works at Cragg, Lahinch; Brolin Investments, 28 houses at Cragg, Lahinch; Bayview Developments, 15 houses and road at Cragg, Lahinch; Ocean View Caravans, 29 stands for mobile homes and 30 stands for caravan vans at Cragg, Lahinch.
Michael Lynch, 21 apartments, pub, restaurant and two retail units at The Dell, Main Street; O'Brien's Kitchen, alterations to restaurant and creation of late night music venue on Main Street; Atlantic Hotel, additional extension comprising 10 bedrooms to previous extension already granted.
Egan and O'Connor Construction, a total of 64 houses and roads at Lahinch Townland; Odran O'Looney, 14 houses at Lahinch Townland; Duke Trading, 12 houses at School Road; J&M Construction, a total of 39 houses; McDermott and O'Farrell, 36 holiday homes at Dough, Lahinch.
Taken individually, some of these developments may prove quite tasteful. The development at The Dell, at the foot of Main Street, is designed by architects Murray O'Laoire, who describe it as a landmark development which will enhance the village.
But their collective impact on the resort will change its character out of all recognition in just a few short years. It is ironic that Lahinch is about to fall prey to some of the worst excesses of mass tourism and insensitive development, just when Bord Failte is trying to convince Irish people to holiday at home by stressing how different it all is. Hurry, before it is too late.
Lahinch Community Council is concerned about the pace and scope of the developments, and has repeatedly pointed out to the county council that many of them contravene the council's own development plan for the area.
Mr Tom O'Hanlon, a grocer in the village who is also the director of the Seaworld aquarium, is an elected member of the community council. He says people in the area are afraid the developments area "killings the golden goose" of tourism, and lists a range of associated problems he says the council has ignored.
These include the lack of adequate sewerage provision. Other infrastructural concerns are the increase in traffic and the lack of adequate public lighting and footpaths. The Main Street is already congested in summer, and the council's traffic management plan is a "joke", he says.
"We don't know what will happen, but we have this fear that Lahinch will just turn into a big concrete jungle in the winter.
"We'd like to see development which would fit into the west of Ireland - two storey houses with slated roofs, traditional shopfronts and that kind of thing. The tourist coming in doesn't want to see a building that he will get in Spain."
But he agrees it is probably too late for that. The net result will be that the more thoughtful tourist - will go elsewhere or avoid Ireland altogether, according to Mr O'Hanlon.
"It will be much easier for the German tourist to get in his car, hop on the autobahn and drive to Hungary or Poland. The way things are developing here I don't think they will continue coming. If we had kept our character, certainly they would come."
One of the biggest concerns in the community, however, is the impact the developments are having on house prices in the area.
"Because they are holiday homes the price are inflated are up about 25 per cent on normal house. That is preventing local people from buying houses in the area.
"A holiday home will sell for £90,000, whereas a similar house in Ennis will sell for £60,000. So what is happening now is that instead of the local teacher living in, Lahinch, and buying a house here, he is buying a house in Ennis and commuting."
It is a problem now commons right along the western seaboard. It was discussed at a public meeting in Connemara last week, where the problem is particularly acute and where it is wiping out what is left of the Gaeltacht.
Despite repeated requests on Friday, Clare County Council was unable to provide a spokesman to discuss the concerns about Lahinch. But at least some officials privately share these concerns, according to Mr O'Hanlon.
"I was at a meeting of the county council, with some councillors from the area. There was a county councillor there from Lisdoonvarna, and Lisdoonvarna was hoping to get the (tax) designation as well.
"So he asked us if we'd recommend that Lisdoonvarna should go for it. And everybody around the table including the county council executives, said they shouldn't", he said.