Reference number: R15/1710

Site address: Elliott’s Field Retail Park, Leicester Road, Rugby

Description:Advertisement Consent for the erection of 3no. Totem Signs adjacent to main entrance to the shopping park

Case Officer Name & Number: Owain Williams – 01788 533789

Site Description

Elliott’s Field Retail Park (EFRP) is located approximately 1 mile north of Rugby town centre and 12 miles west of Coventry. The RetailPark is bound to the south and east by the A426 Leicester Road, which links Rugby to Junction 1 of the M6 motorway, and to the north by the OxfordCanal. The site is bound to the west by Old Leicester Road, beyond which situates the former Tribune Trading Estate.

The retail park at present is being redeveloped with many of the existing units demolished and work underway on the construction of new the units and associated works.

The new retail park will comprise 12 new (class A1) retail units including a Debenhams anchor store, Next, Outfit and Clarks and the reconfiguration of two existing units to create a further three units. There will 2 new cafe (class A3) units to the front of the site with the car park layout being reconfigured which will include alterations and improvements to the access including 2 no. new service and delivery access off Old Leicester Road

At the main entrance to the site there are two existing totem signs modelled on the previous design of the retail park. A totem sign for the now demolished pizza hut is still situ along the Leicester Road close to the main entrance.

Proposal Description

The proposal is for the erection of 3 new totem poles. Two of the totem poles will be identical and be positioned either side of the entrance replacing those which currently exist. The totem poles will stand 8 metres tall and house the names of the tenants upon it. The materials to be used for the totems will reflect that of the retail park. The top of the totem will have the name of the retail park and owners logo in brushed steel.

The other totem pole will stand 5 metres tall and will be pushed further to the side of the main entrance so viewed in context with the anchor store Debenhams. The reason for this is due to the totem sign having the name of Debenhams upon it.

Relevant Planning History

R11/1297 – Redevelopment of Retail Park to include the demolition of existing units B1 to C2 and the erection of 12 new (class A1) retail units (with ancillary class A3); replacement structural frame to unit A2, the sub division of unit A2 and the installation of mezzanine floor space; external alterations to unit A1; erection of 2 new cafe (class A3) units; reconfiguration of the car park layout; alterations and improvements to the access including 2 no. new service and delivery access off Old Leicester Road; alterations and enhancements to landscaping and associated works – Approved 1st July 2013.

R14/2161 - New restaurant/café unit (Class A3) to replace proposed A3/A5 units contained within approval R11/1297 dated 1st July 2013 with associated landscape and associated works. – Approved 10th December 2014

R15/0217 - Demolition of the existing Pizza Hut restaurant and replacement with two new restaurant/café units (Class A3) on site east of main vehicular access and reconfiguration of adjacent car parking – Approved 6th March 2015

Technical Consultation Responses

None

Third Party Responses

Neighbours – No comments received

Relevant Planning Policy

Core Strategy

CS16 – Sustainable Design

National Guidance

National Planning Policy Framework (Paragraph 67)

Assessment of Proposals

The determining issue to take into account in this case is the impact upon the design and appearance of the unit and Retail Park and the character of the surrounding area.

Policy CS16 states that all development will demonstrate high quality, inclusive and sustainable design and will only be allowed where proposals are of a scale, density and design that would not cause any material harm to the qualities, character and amenity of the areas in which they are situated.

Paragraph 67 of the NPPF states that poorly placed advertisements can have a negative impact on the appearance of the built and natural environment. Control over outdoor advertisements should be efficient, effective and simple in concept and operation. Only those advertisements which will clearly have an appreciable impact on a building or on their surroundings should be subject to the local planning authority’s detailed assessment. Advertisements should be subject to control only in the interests of amenity and public safety, taking account of cumulative impacts.

The proposed two totem signs that are to stand 8 metres high and stand either side of the entrance will replace existing totem signs. The design of the totems will bring across elements of the retail park in terms of its cladding and will have a clean and crisp appearance again to match the appearance of the park. The retail park name and owners logo will be a simple yet classic design which would sit subtly on top of the totem sign. Whilst the height of the totem poles would be higher than the existing and would feature more prominently within the street scene the design of the signs in relationship to the retail park in the background would allow them to sit comfortably within the street scene.

The other totem sign will replace the existing pizza hut totem sign which is located just to the side of the main entrance. The existing totem sign stands 8 metres tall. The proposed new totem will stand 5 metres tall so will be lower. The design of the totem would also be more stream line than that of the existing and also bring through elements from the retail park. The totem sign will just have the name of Debenhams upon it (the anchor store of the park) and will be positioned in a location so when viewed will be in context with the Debenhams store located in the northern corner of the site. Although having a separate totem pole for one unit does appear an unnecessary addition to street clutter in this scenario the sign is replacing an existing sign so it would be unreasonable to argue that it would have detrimental impact to the street scene in the form of more clutter, especially when the dimensions of the new totem is smaller than that to which it is replacing.

Taking into account the above it is considered that the proposed signage would comply with policy CS16 of the core strategy and the NPPF paragraphs 67

Recommendation

Approve Subject to Conditions

Report prepared by:

Report Sheet