One of Medway's flagship regeneration projects has suffered a setback.

The first phase of plans to transform Chatham Docks and create up to 3,500 jobs has been rejected by councillors on the planning committee.

At a meeting, they lined up to criticise Peel Land and Property's proposals for the first part of the 26-acre site in Pier Road, Gillingham, which included an Asda, petrol station, car park, pub/restaurant and a park.

They criticised the removal of the hotel from the plan and the loss of the dock wall to the east.

Councillors also claimed the buildings would not complement others in the nearby area and also that there was no consistency to the design of the buildings proposed.

One even warned approving the development in its current form risked a repeat of the infamously delayed Rochester Riverside project.

Peel had hoped to begin work on the site in September and finish in early 2015, but will now have to go back to the drawing board.

The developer already has outline planning permission to build on the site, so last night's events do not put the whole project in jeopardy.

Last year, councillors agreed what type of facilities will be in the site’s four zones and the maximum height of buildings.

The entire project includes up to 475 student apartments, 950 flats and houses, a multi-storey car park, office space, shops and university facilities.

A conference centre similar to Media City in Salford, Greater Manchester, is also planned, to host media events, trade shows and conferences.

The principle of building on the site has been accepted, it is the detail that is proving problematic.

Chairman of the committee Cllr Diane Chambers (Con), said they had "only one chance to get this right".

Cllr Dorte Gilry (Lab) told the meeting: "This just looks bland. To me it feels like they have said: 'It's only Chatham'."

Another who was similarly unimpressed was Cllr Chris Irvine (Con), who said: "To say I’m underwhelmed would be an understatement. This is very much a missed opportunity."

And Cllr Nick Bowler (Lab) sounded a note of caution, saying: "I don't want to be sitting here in 10 years saying we got this wrong. The future of Medway depends on getting sites like this right."

The only councillor to speak in favour of the application was Stephen Hubbard (Labour), who said: "I don't have a problem at all with this."