Meter Maids have a long history synonymous with the sandy beaches of Queensland's most sought-after holiday destination, but time may have run out for the Surfers Paradise bikini-clad icons. The 50-year tradition has split the Gold Coast community, with business leaders calling for the end of an era, The Sunday Mail reported. Started in 1965, Meter Maids were the brainchild of Gold Coast developer Bernie Elsey who introduced the initiative to stave off the bad publicity associated with newly installed parking meters. Scroll down for video . Local business owners have labelled Surfers Paradise Meter Maids as outdated and were no longer providing a service . The controversial move involved young women dressed in gold bikinis walking the main tourist strip and placing money into expired meters, according to the Surfers Paradise Meter Maids website. But local business owners say the group is no longer performing a public service as advancements in parking meter technology mean expiry times are not always displayed. They believe Meter Maids are violating the council's anti-touting laws by spruiking branded merchandise, which Gold Coast Chamber of Commerce president Peter Yared says makes the group a business now. 'I think it’s time they moved on,' he told News Corp. Started in 1965, Meter Maids were the brainchild of Gold Coast developer Bernie Elsey who introduced the initiative to stave off the bad publicity associated with the newly installed parking meters . Business leaders say it was time for them to move as they had became irrelevant now because parking meters were electronic . Gold Coast Chamber of Commerce's Peter Yared said the group were now a business . 'They no longer perform any service for the community... They don't do anything in the area except fleece tourists.' Mr Yared said Meter Maids were no longer relevant as parking meters were now electronic and they had not kept up with the changing times. 'We're trying to clean up the reputation of Surfers Paradise and a lot of the maids are foreign backpackers rather than local girls. It’s not a good look,' he said. But Surfers Paradise Meter Maids general manager Michael Yarwood told Daily Mail Australia the chamber of commerce was taking 'a terribly ill-informed position'. 'The tourists love and embrace the Meter Maids because they are quintessentially part of their Gold Coast and Surfers Paradise experience,' Mr Yarwood said. 'The great tragedy at Surfers Paradise is reflected in its concrete virility and the fact that the locals are staying away in droves. But Surfers Paradise Meter Maids general manager Michael Yarwood told Daily Mail Australia said the chamber of commerce was taking 'a terribly ill-informed position' Mr Yarwood said the Meter Maids were 'quinessentially' part of the Gold Coast and Surfers Paradise scene . He said they brought good memories for many people who had an idyllic beachside holiday at the destination . 'Until such time we are proud of this jewel in our tourism crown, we will continue to struggle to re-establish ourselves as the premier holiday destination in Australia.' Mr Yarwood said Meter Maids were the 'under-utilised resource' to help revamp the region. 'Meter Maids invoke in most people that wonderful memory of that beachside holiday in Surfers Paradise,' he said. 'We're calling for our future actually lies in past. 'I'm Gold Coast born and bred... and I am ashamed to take clients in to Surfers Paradise because it is unsafe and unclean. 'We [The Meter Maids] are the only bit of sunshine. That is not only my opinion but the opinion of hundreds of people I interact with every month.'
Business leaders are calling for the end of Surfers Paradise Meter Maids .
The Gold Coast icons have been around for 50 years and started up in 1965 .
But Meter Maids general manager says they are part of Gold Coast culture .
He said they were an 'under-utilised resource' to help revamp the region .