| 1. | In the opinion of the local planning authority the proposal does not accord with the provisions of the Great Yarmouth Borough Wide Local Plan as, by virtue of the appearance of the building it does not enhance the form and character of the area.
Notwithstanding the above, the building would result, in this prominent location, in an incongruous and jarring element, which would detract from the visual amenities of the area. The external appearance of the building does not reflect the local characteristics and would create an unacceptable form of development within this prominent site.
Given the above, the development is considered to be contrary to the provisions of the Great Yarmouth Borough Wide Local Plan, namely policy EMP18.
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