Illuminated hoarding plans near Coventry landmark dismissed at appeal

[dutchman]

Inspector concludes that site is too close to historic Coventry church



Plans to put an illuminated advertisement hoarding on the side of a Foleshill building look to be dead and buried after a planning inspector agreed with Coventry City Council’s decision to refuse permission. The application for 356 Foleshill Road was originally turned down in the summer prompting an appeal but this has now been dismissed.

Working on behalf of clients, Chaiiwala, agents LED Synergy explained that the 5.7m wide illuminated screen would not change more than once every ten seconds and added that a built-in light sensor ensured that the brightness reduced when it became dark. But what they were unable to control was the fact that the site was near to a Grade II listed building, the Church of St Pauls.

In his report outlining why the appeal had failed, planning inspector Gary Deane said: “Although the site is not in a conservation area, the Church of St Pauls is close-by. The significance of this building as a designated heritage asset is derived primarily from its high architectural quality.

“It also has historical importance as Coventry’s first fully rebuilt church after the second world war incorporating parts of the original building which dates from 1841. In views of a short stretch of Foleshill Road on the immediate approach to the site, the proposal would be evident beyond the main tower of the church which is a distinctive feature of this listed building.

“Being noticeable reflects the main purpose of the advertisement which is to attract attention and potential custom. However, an appropriate balance needs to be struck between allowing businesses to engage with and inform prospective customers and safeguarding the visual amenity of the area and the setting of its buildings, especially where they have heritage value.”

The inspector added that due to its size, prominent siting and an illuminated frequently changing display, the sign would be an ‘intrusive element’ and a ‘discordant element in the local area’.

He concluded: “The proposal would be detrimental to the interests of amenity including the setting of a listed building. The council raises no issue in relation to public safety. I have no reason to disagree with that finding, nevertheless, for the reasons given, I conclude that the appeal should be dismissed.”

https://www.coventrytelegraph.net/news/coventry-news/illuminated-hoarding-plans-near-city-32965205