The globally know brand is to be used to promote a new 'year round festival' in the borough.
Scarborough Fayre could be coming back.
The event made famous by the Simon and Garfunkle song is going to be reimagined for the 21st century as part of the Borough Council's drive to boost the local tourism industry.
The council say their ambition is to create a brand to rival the Edinburgh Festival.
Borough council Chief Exec, Michael Greene, says the event needs to have big ambitions.
The name is to be used for a new project to create a year round programme of events and festivals to encourage more people to visit the Yorkshire Coast more often.
Tourism manager Janet Deacon says it would be a year round effort.
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