We spent everyday on this beach, its beautiful. It is cleaned and swept every morning so there is never any rubbish. The sand is lovely and sea is crystal clear, quite shallow and warm. Sunbeds are 4€ to hire and a parasol is 4€ too, worth it. You can of course take your own, you dont have to hire anything. The people in charge of the beds are lovely, especially the older man - if you speak Spanish, use it when talking to him!
Felt like I was on a Caribbean beach not in Benidorm! Much better than the Levante beach. Good for people watching as the locals walk up and down it in the mornings, like Lemmings! Most funny to watch!