Digital advertising board backed by community would 'harm' Shifnal's conservation area, rules planning inspector

The organisation said the 'vandal-proof' board would be used to advertise local businesses, charities, community groups, schools, a church and other events, and would replace an existing non-digital notice board.

However, council planning officers said the proposed modern, illuminated sign would be "overly dominant" and detrimental to the appearance of the Shifnal Conservation Area, and rejected the proposal.

Unhappy with the council's decision, the applicant launched an appeal with the government Planning Inspector. 

Appeal documentation argued the council's concerns were "overstated" and argued the building, 1A-1B Cheapside, was not listed and the sign would be "slimline and unobtrusive". 

A petition expressing "strong support" signed by more than 30 local businesses was also submitted as part of the appeal. 

A spokesperson for The Plough Inn wrote: "We are fortunate that Visit Shifnal have taken the initiative to develop this opportunity. 

"Not all towns have such proactive marketing businesses that are cheap enough for businesses to take advantage of their support.  

"It is vitally important that Shifnal and Shropshire councils supports this to support small businesses and makes Shifnal prosper.  

"Not everyone looks at social media and this will be an advertising media for anyone: people, locals and tourists. Small businesses could benefit greatly.”

But the government inspector has now sided with the council and dismissed the appeal.

In the report, Inspector Gary Deane said that while the building in question is not listed, it "contributes positively to the visual quality of the local area" and that the scheme would introduce "a distinctly modern and visually conspicuous feature into a shopfront characterised by traditional materials".

He added: "In my judgement, the luminosity and changing nature of the display would draw undue attention, particularly after dark, appearing visually dominant and discordant within the traditional frontage.

"I agree that digital advertising is becoming more common within urban areas. However, the conservation area retains a predominantly traditional appearance, with signage of generally modest impact. 

"The presence of more modern frontages in other parts of the area does not justify the introduction of an illuminated, changing digital display in this prominent location.

"I recognise the strong community and business support for the proposal, including many signatories to the petition, and the desire to promote local trade and enhance vitality.

"However, these public benefits do not outweigh the harm that would be caused to the conservation area."

The full application and appeal decision is available to view online on Shropshire Council's planning portal (reference number 25/03406/REF).