'Nuisance' sign selling Ironbridge power station homes approved - despite residents' opposition

Developers have approved illuminated signage selling homes at the Ironbridge Power Station development - despite opposition from local residents.

Earlier this year Pegasus Group asked Shropshire Council for permission to put the sign up outside its redevelopment of the former Buildwas Power Station site, near Ironbridge.

The site is being transformed into a 1,000 home development called ‘Benthall Grange’ and the sign will be positioned on land off the A4169 Much Wenlock Road.

The illuminated sign includes a picture of the Iron Bridge and the words ‘a sustainable new community’ along with ‘new homes, parkland, new primary school and large amenity space’.

The sign will stand five metres off the ground with posts to support it, and will be 4.88 metres wide.

Several residents living near to the sign had voiced opposition to the plan, with one branding the proposal a “nuisance”.

Writing in opposition one said: “The location is directly opposite three houses and is a nuisance. There is far too much lighting in the area and the sign projects light and is visible from the living and sleeping areas of two houses.”

Another said: “We used to enjoy the dark night skies in our rural location, which we have lived here for over 40 years, but you all put a stop to that.

“Now you want us to look at a gigantic hideous illuminated sign trying to sell houses that are over priced and no one wants to buy.

“Why can it not be erected nearer to the bridge on the A4169 out of our view and certainly needs to be a practical size.”

But, Shropshire Council has rejected the complaints and approved the proposal.

A report said it accepts the sign is “relatively large” and lit up, but that it does not believe it would affect safety on the roads, and that there is an expectation for visual impact near to a large scale development.

It states: “Objections have been received raising concerns regarding the scale, illumination, siting, and perceived impact on residential amenity and the rural character of the area, as well as the duration of the signage.

“In respect of these matters, it is acknowledged that the proposed advertisement comprises a relatively large, illuminated structure.

“However, the proposal is for a temporary advertisement associated with an approved development site, and the principle of site-related signage during construction phases is generally accepted.

“With regard to public safety, the Local Highway Authority has confirmed that it raises no objection to the proposal and considers that the signage would not result in harm to highway safety or cause undue distraction to road users.

“In terms of amenity, whilst concerns have been expressed regarding illumination and proximity to nearby dwellings, it is noted that the assessment of advertisements under the relevant regulations is limited to considerations of amenity and public safety.

“The site forms part of a large-scale development area, where a degree of temporary visual impact is to be expected.

“The signage would be viewed in this context rather than as an isolated feature in an otherwise undeveloped rural landscape.”

Under the approval the sign will only be able to be illuminated from 6am to 9pm.

Specifically on the lighting the council said: “The issue of illumination has been carefully considered. The level and nature of illumination can be appropriately controlled through conditions to ensure that it is not excessive or harmful to residential amenity, including controls over brightness levels, hours of illumination, and operation.

It adds: “In respect of the impact on visual amenity and rural character, it is recognised that the sign will introduce a man made, illuminated feature into the area.

“However, given the context of an active development site and the temporary nature of the proposal, the degree of harm is not considered so significant as to warrant refusal.

“Overall, the proposal is not considered to result in unacceptable harm to amenity or public safety.

“The concerns raised have been taken into account but, on balance, do not outweigh the acceptability of the scheme when assessed against relevant policy and guidance.”