Mr Skoulding (78) had just returned from a meal with his wife Joan at the Oliver Cromwell Hotel, which he owned, when he was taken ill.

Paramedics were on the scene within minutes and worked to save Peter but he was later pronounced dead.

Peter, who was educated at Wisbech Grammar School, had been married to Joan for 56 years and the couple have three children: John, Robert and Cindy. They also have 10 grandchildren.

John praised the paramedics and said they had done an excellent job trying to save his father.

“They worked really hard to save him, but I think the truth is that dad died instantly,” said John.

Peter had a history of heart problems and had undergone surgery several years ago. He had suffered a heart attack only a few months ago – although he appeared to make a good recovery.

He was best known for his company Snowmountain Enterprises, which was responsible for many developments in the town and area, including Fenland’s first wind turbine in Longhill Road, March.

John said: “He was good at seeing a situation and seeing what other people couldn’t see – he had a good imagination.”

Peter was a former March mayor, holding the chain of office in 2001/2002. He had served as a town councillor for 49 years and was also a Fenland district councillor joining the original March Urban District Council at the age of 29. He was chairman of the council twice and vice-chairman once and was currently the portfolio holder for finance.

Peter was the only serving councillor who was on the district council when it was first formed in 1974.

Although he had a large business empire and at one time was rated among the richest people in the county, Peter always tried to give something back to the community.

He bought March Town Hall and presented it back to the town in 2005 and one of the meeting rooms at the building on Market Place was named in his honour.

More recently he bought the BRASA sports field in Elm Road and also donated that back to the town for use by the locals. His son said: “He was really pleased that he had managed to get the BRASA field for the town, he enjoyed going and watching the children training there.”

One of his proudest moments came two years ago when Peter was awarded the MBE in the Queen’s birthday honours for services to local government.

At the time he said he did not have any hobbies – the council and his work were his hobbies.

Fenland Council Leader Geoffrey Harper and Chief Executive Tim Pilsbury have both paid a warm tribute to Peter.

They said: “Cllr Skoulding, who was Fenland’s longest serving councillor, championed the causes of local people for more than 40 years.