The Skegness Partnership Events and Marketing Working Group is working on a number of ideas to make more of the iconic figure.
Plans are under way with a local group to develop a Jolly and Friends children’s show, to be delivered during the summer months in seafront venues.
Hildreds Shopping Centre manager Steve Andrews will also help develop the project.
Town manager Lisa Collins said: “The aim is to bring Jolly to life and introduce him to a younger audience.”
Feedback from locals and visitors suggests they would like more free things for children and families to do, explained Lisa.
“Jolly is an important part of Skegness and a great marketing tool for us,” she added.
New boots and clothes are on the agenda for Jolly and a trailer has been designed with a beach scene for him to attract more people.
“It’s my intention to ensure he’s out and about, but at present he’s having a well-earned rest in my office, after all, he is over 100 years old,” joked Lisa.
Using Jolly to promote Skegness is something Skegness Mayor Coun George Saxon is extremely keen on.
He said: “Since the town council took away much of the funding for Jolly in 2010, his outings have come to a bit of a halt.”
Now, the Skegness Town Partnership are taking the lead in Jolly’s activities, in order to promote Skegness as a holiday resort.
Funding for Jolly’s planned future activities is coming from the partnership and Visit East Lincolnshire, explained Coun Saxon, making free charity appearances but a £50 charge for businesses.
Along with the Jolly Fisherman, Coun Saxon, Skegness’ Royal Hotel manager Bob Walker and chairman of Skegness and District Chamber of Commerce Tony Tye, handed out 3,500 promotional leaflets in 350 packs recently at Wisbech to promote the resort.