| No. | Condition Text |
|---|
| 1. | The proposed digital sign is in a visible location it will be relatively bright and the images will routinely change creating an impact upon the character of the area greater than that of a traditional sign. The proposed sign in this location is considered to have a significantly adverse impact upon the character of the area and is considered contrary to criterion A and D of saved policy BNV22 of the Borough Wide Local Plan.
The sign is positioned within a conservation area (number No 2 Market Place, Rows and North Quay Extension) and located within close proximity to a number of listed structures. The proposed sign is considered to have an adverse impact on the conservation area with the potential to be visually dominating. Accordingly, the proposal is considered contrary to criterion E of saved policy BNV22 of the Borough Wide Local Plan and policy CS10 of the adopted Core Strategy. |
| 2. | The digital sign will emit light which means it would be visible against low background light and given its size and the changing images the sign has the potential to significantly and adversely affect the residential properties in close proximity by creating a visual disturbance to the nearby windows. Accordingly, the proposal is considered contrary to criterion D of saved policy BNV22 of the Borough Wide Local Plan.
Consequently, the application is refused as it does not conform to saved policy BNV22 of the Borough Wide Local Plan (2001) and policy CS10 of the adopted Core Strategy. |
| 3. | STATEMENT OF POSITIVE ENGAGEMENT: In accordance with the NPPF, in determining this application for planning permission, the Borough Council has approached it in a positive and proactive way and where possible has sought solutions to problems to achieve the aim of approving sustainable development. Unfortunately, despite this, in this particular case the development is not considered to represent sustainable or an acceptable form of development and has been refused for the reasons set out above. |
