Two applications for new digital advertising boards refused

Plans to install two new digital advertising boards in Wrexham have been refused.

Earlier this year Wrexham.com reported that two separate applications had been submitted by Alight Media, proposing that digital LED screens were installed at the Anise, on Smithfield Road and at the edge of the car park of the former Hand Inn, on Holt Road.

In their initial application in March, Alight Media said the screens would ‘display a series of static images which will change no more frequently than once every 10 seconds’.

The company already has several digital boards across the town, including two on Eagles Meadow and two on Regent Street, which were later allowed on appeal after being refused by the council.

In their application Alight Media argued that the proposed displays would not be out of proportion with the surrounding built environment.

Commenting on how the screens work, the applicant said: “The 48-sheet format is a commonplace and standard size for roadside advertisements.

“There is an existing network of 48-sheet displays in Wrexham but not much in the immediate vicinity, so it cannot be said to lead to an excessive, cluttered, or uncoordinated display that would detract from the appearance of the buildings, the site or the locality.

“Modern digital screens mimic conventional poster hoarding but are smarter. These units have been architecturally designed with high-quality materials to be modern, clean, simple, and uncluttered.

“They are the cutting edge of contemporary display, and they can enhance the appearance of a modern progressive urban infrastructure.

“It is considered that there will be no detrimental effect to local residential properties from the lighting of the proposed display which provides a digital display like that of a television screen and not a direct light source.

“With the correct controls in place, there will be no harm to the amenity of these properties, and to safeguard this, we will ensure that the illumination from the sign will be no greater than 5 lux at the facades of the nearest residential properties.

“The proposal would not be overly obtrusive, incongruous or a discordant feature, and would therefore be consistent with the regulations, and would cause no adverse impact on amenity.”
However both applications have now been refused by the council’s interim chief planning officer, who said the screens would have a detrimental impact on the immediate area.

In relation to the two applications, the officer said: “The display would have a detrimental impact upon visual amenity by reason of the over-stated commercial connotation, out of keeping with its immediate setting, and therefore conflicts with policy/policies GDP1a and PS2 of the Wrexham Unitary Development Plan.”