(01 Mar 2015, 8:55 pm)AIG20 wrote I have found a massive Sunderland Council PDF document on the "Seaburn Masterplan":
http://www.sunderland.gov.uk/CHttpHandler.ashx?id=11091&p=0&fsize=10Mb&ftype=Seaburn%20Masterplan.PDF
On Page 49 & 50 it states that Lowry Road will be widened and the rood between the Morrisions roundabout and Dykelands Road will be reduced in width. There will also be more bus stops placed on Lowry Road which suggests that more services may use that road such as the E6, instead of only service 99.
Looking at the plans on pages 44-50, I would presume all traffic currently using the sea front will be diverted via Dykelands Road and Lowry Road thus creating a more pedestrianised feel to the area.
A similar project happened in Whitley Bay which diverted traffic using the old Promenade in font of the Spanish City to new road which cuts behind it. To me, it looks like Sunderland Council are aiming for something similar.