A CONSERVATIVE market town has been shocked after a model's bare backside replaced the traditional image of a farmer shearing sheep outside a busy pub.

Tanya Robinson was the toast of North Yorkshire when she won FHM's High Street Honeys competition in December.

As well as the £10,000 top prize, it meant a cover shoot and a trip to Miami to compete in the lads' magazine's Bikini Heaven competition.

But back home, locals and management at The Fleece on Richmond's Victoria Road thought the 21-year-old reigning Miss Blackpool deserved some lasting recognition, and decided the pub should be renamed in her honour.

The Tanya's Charms was launched yesterday - complete with new signs which illustrate just what they are, in case there should still be in any doubt.

Tanya was guest of honour and admitted she was rather taken aback by the cheeky tribute.

"I was very surprised to see my bottom on display in Richmond," she said. "It's unbelievable - but there have been no complaints.

"If someone had told me that the Fleece would have a picture of me on its sign, I wouldn't have believed it - but I am delighted and flattered."

Pub manager Sam Collett said: "We wanted to show how proud we are of Tanya and we asked our company, Laurel, if we could change the name.

"There were no hiccups and the new sign went up on Saturday, ready for yesterday's launch. It is brilliant to be able to change the name and our customers think it is a really good idea. Tanya is now part of the history of the town."

But for how long remains to be seen - there are already some in the quiet market town who are less than enamoured with the change of image.

"The Fleece is a traditional name which fits a pub with a 100-year history and a market town like Richmond," said Dr Mike Nicholls, secretary of the Richmond Business and Tourism Association.

"This doesn't sit well with our attempts to project an image of Richmond as an up-market location at all; we really would urge the pub's management to think again."

Richmond Civic Society chairman Bev Joicey also admitted to reservations.

"One appreciates that public houses are businesses which are going through difficult times and must do all they can to attract customers, but I'm not sure a change of name will help.

"It's unlikely to do anything for the town as a whole except, perhaps, make it the butt of people's jokes - if you'll pardon the pun."

The Mayor, Councillor Stuart Parsons, has pioneered a Pride in Richmond initiative during his year in office and wondered if the pub's location in the heart of the town's conservation area would prompt Richmondshire District Council's planning department to examine its new identity in detail.

"I'm not disputing Tanya's charms but I would advise the management to have a close look at the planning regulations," he said.

"This doesn't match the sort of image we want for Richmond but then, of course, we have to remember this could be no more than a publicity stunt, in which case we have to admire the management's cheek - or should that be cheeks?"

Richmondshire District Council planning officer Peter Featherstone said a change of identity would not normally need planning permission.

"However, this is a sensitive area and our department will be visiting the pub to be sure the new look meets the regulations."

The Tanya's Charms is next door to Richmond's Georgian Theatre Royal, which is undergoing a £1.3m restoration, part-funded by the National Lottery.

An opening ceremony is planned this spring - and a theatre spokesman admitted yesterday that he hoped, by then, their neighbour's identity crisis would be over.

"I'm not personally familiar with Tanya's charms but, whatever they are, I hope this issue can be resolved before we reopen in May."