Lancashire brewery Thwaites has urged culture secretary Tessa Jowell to reconsider Blackpool's credentials for a supercasino licence.
Despite being the favourites with bookmakers, Blackpool was surprisingly beaten by Manchester in the race to build Britain's first supercasino and entertainment complex.
A commons motion supporting Blackpool's case has already attracted 98 signatures from MPs, and Paul Howarth, retail operations director at Thwaites, has written to the culture secretary, highlighting their frustration at the decision.
He said: "It seems staggering that Blackpool has been unsuccessful as a destination for this project, especially when you consider that the area has carefully prepared to deliver a casino-based regeneration programme for many years, unlike its competitors who are only now investigating those plans."
Thwaites has invested heavily in a number of businesses in Blackpool, and Mr Howarth said that the supercasino would bring the desired investment to spearhead the town's regeneration.
"That investment would include the creation of thousands of jobs, with Blackpool already having proven that it is uniquely placed to recruit and train the staff necessary to fill these roles.
"The consequences of Blackpool being overlooked will be far more damaging than for any of the alternative locations that were considered, with the town already in continuing decline - a direct contrast to the fortunes of the others.
"Unlike these areas, Blackpool does not have the luxury of calling on a range of regeneration drivers, with tourism continuing to be the only viable option for the future success of the town."
A spokesperon from The Department for Culture, Media and Sport said it's down to Parliament to decide which location will ultimately be granted the supercasino licence.
"There will be a vote in the house in the next few weeks. The secretary of State has accepted recommendations from the panel, and it's up to MPs to debate the views of their constituencies."