Planning Committee 15 November 2018 ADV/17/00864 South Team

Planning Committee 15 November 2018

Reference: Area Team: Case Officer: Ward: ADV/17/00864 South Team Mr N Williams Oxton

Location: Prenton Road West, Borough Road, Prenton, CH42 9PY Proposal: Erection of Tranmere Rovers banners on lamp posts located on Prenton Road West and Borough Road Applicant: Rivergate Ltd Agent : Liberty White Associates

Site Plan:

Development Plan designation: Traditional Suburban Centre Sports Ground Primarily Residential Area Minor Highway Improvement Minor Junction Improvement

Planning History: There is no relevant planning history for this site

Summary Of Representations and Consultations Received:

REPRESENTATIONS Having regard to the Council's Guidance for Publicity on Planning Applications, 330 notifications were sent to adjoining properties and a site notice was displayed near the site. At the time of writing, there had been a qualifying petition of objection received from residents of Prenton Road West, containing 59 signatures and 17 individual objections. The objections can be summarised as follows:

1. Unsightly within a residential area; 2. Distraction to motorists; 3. Noise; 4. Potential safety hazard; 5. Impact on light/windows.

It should be noted that the objections were submitted prior to the number of banners being reduced.

There has also been 170 comments in support of the scheme, generally stating that the banners will enhance the area and support Tranmere Rovers Football Club.

CONSULTATIONS

Highways - No objection

Environmental Health - No objection

DIRECTORS COMMENTS:

REASON FOR REFERRAL A qualifying petition of objection, containing 59 signatures, has been received. In addition, the applicant is an elected member of the Council.

INTRODUCTION The application is for advertisement consent to display banners on lamp posts on Prenton Road West and Borough Road. The banners will be related to Tranmere Rovers Football Club and will be within close proximity to their home ground of Prenton Park.

The scheme originally proposed 39 banners, stretching down Prenton Road West towards its junction with Storeton Road, and along Borough Road as far north as Woodchurch Road and south as Mount Road. However, due to officer concerns, this has subsequently been amended to just 15 banners to be concentrated closer to Prenton Park, with four opposite on Prenton Road West and the remainder on the western side of Borough Road (either side of its junction with Prenton Road West).

SITE AND SURROUNDINGS The application relates to the area surrounding Prenton Park, home of Tranmere Rovers Football Club. The wider area is predominantly residential, but also contains a number of commercial premises together with the football stadium and other playing fields.

POLICY CONTEXT The Local Planning Authority is required to exercise the powers under the Town & Country Planning (Control of Advertisement) Regulations 207 in the interests of amenity and public safety, taking account of the provisions of the development plan, so far as they are material; and any other relevant factor (Regulation 3 refers).

Although not specifically directed to advertisements alone, UDP Policy LAN1 indicates that proposals will not be permitted where their visual impact would be inappropriate in terms of the character, appearance and landscape setting of the surrounding area.

National Planning Policy Framework (Revised July 2018) Paragraph 132 indicates that the quality and character of places can suffer when advertisements are poorly sited and designed.

APPEARANCE AND AMENITY ISSUES The amended scheme results in a significant reduction in the number of banners and ensures that the majority of the banners are not outside residential properties, with the only exceptions being two proposed banners on Prenton Road West, and these are directly opposite Prenton Park itself. It is not considered that they will have an adverse impact upon the amenities of these properties. On Borough Road, the banners will be on the western side of the road extending south but will finish before the first residential property on the western side of the road (880 Borough Road). To the north on Borough Road, the banners will extend in front of an existing row of shops adjacent to the Prenton Park public house, where there are a number of shop front signs and advertisements.

Such banners are common features close to sports venues and there are also examples of similar banners being used within other parts of Birkenhead. It is considered that the banners will add to the vibrancy of the area, enhancing the area surrounding the borough's only professional football club. The reduction in the number of banners will also ensure that they appear as a positive feature within this area rather than excessive and incongruous. As such, it is considered that the proposal can be supported.

The petition of objection was received from residents of Prenton Road West and stated that the banners would be unsightly within a residential area. The amended scheme has subsequently removed the majority of banners on Prenton Road West (from 13 to 4), with the only banners on Prenton Road West now directly opposite the stadium. It is therefore considered that the objections contained within the petition have been largely overcome.

SEPARATION DISTANCES Separation distances do not strictly apply in this instance, as no habitable windows will be directly affected by the proposed development.

HIGHWAY/TRAFFIC IMPLICATIONS There are no highway safety implications relating to this proposal as it is not considered that the banners will be a distraction to motorists. From a highway assets aspect, the assessment of the structural integrity of the lamp posts and future maintenance can be controlled through other legislation.

ENVIRONMENTAL/SUSTAINABILITY ISSUES There are no Environmental/Sustainability issues relating to these proposals.

HEALTH ISSUES There are no health implications relating to this application.

CONCLUSION The proposed scheme, as amended, will not have an adverse impact upon the character or appearance of the area or the amenities of nearby residential properties. It is considered that the banners will add to the vibrancy of the area surrounding Prenton Park and the proposal is therefore considered to comply with Wirral Unitary Development Plan and the National Planning Policy Framework.

Summary of Decision: Having regards to the individual merits of this application the decision to grant Advertisement Consent has been taken having regards to the relevant Policies and Proposals in the Wirral Unitary Development Plan (Adopted Febru ary 2000) and all relevant material considerations including national policy advice. In reaching this decision the Local Planning Authority has considered the following:-

The proposed scheme, as amended, will not have an adverse impact upon the character or appearance of the area or the amenities of nearby residential properties. It is considered that the banners will add to the vibrancy of the area surrounding Prenton Park and the proposal is therefore considered to comply with Wirral Unitary Development Plan and the National Planning Policy Framework.

Recommended Approve Decision:

Recommended Conditions and Reasons:

1. Any advertisements displayed, and any site used for the display of advertisements, shall be maintained in a clean and tidy condition to the reasonable satisfaction of the Local Planning Authority.