The Cornish resort of Newquay, where Jamie Oliver's new Fifteen Cornwall restaurant opens this week, is fast becoming "Kensington-on-Sea". The traditional fishing village that turned into Britain's stag and hen party capital is undergoing a second transformation, becoming "hipper, trendier livelier and more exciting". Will Ashworth, managing director of the Watergate Hotel and Extreme Academy, says the town is "caught up in a self-perpetuating cycle of quality". Pubs and bars, he adds, realise they can't run a "£1-a-shot business" and invest the cash needed to appeal to the new trendier tourists. Oliver's restaurant is expected to be a magnet for holidaying fashionistas – it has received 9,000 bookings already. Five of the staff have been lured from Rick Stein's restaurant in neighbouring Padstow. Executive head chef Neil Haydock was head chef of the fine dining room at the Sandy Lanes resort in Barbados. The Observer 14/05/06 pages 22 & 23