| 1. | The site is located within the defined town centre boundary and within the Hall Quay/South Quay Conservation Area, which is an area identified to require improvements to the character and appearance of the area and to improve the townscape quality. The advertisements are currently in situ but are considered negative features in the Conservation Area by virtue of their number, size, prominence and the fence which they are affixed to which creates a poor relationship with- interaction between- the carpark and the adjoining roads and pavements, which combined with the scale and positioning of the displays creates an overall effect which has a negative impact on visual amenity. It is considered that this proposal fails to preserve or enhance the character of the Conservation Area and results in a level of less than substantial harm to the historic environment, which is not outweighed by any public benefits deriving from the proposed advertisements. The application is therefore contrary to Core Strategy (2015) Policy CS10, Local Plan Part 2 (2021) Policies A3 and E5, Paragraphs 206 and 208 of the National Planning Policy Framework (December 2023) and the requirements of Sections 66 and 72 of the Planning (Listed Buildings and Conservation Areas) Act 1990. To refuse the application is also in line with the expectations of Paragraph 141 of the National Planning Policy Framework (December 2023) because the quality and character of the area will suffer from the advertisements' retention, so to refuse the application is considered to be in the interests of public amenity. |
