16 January 2017 · Delegated - Director of Planning and Building Control (Jennifer Chance)
Richmond Travel, 44, Strand Street, Douglas, Isle Of Man, IM1 2el
The proposal sought consent for a digital LED screen measuring 2.56m wide by 1.933m high (4.916 sq.m viewable area) on the first floor gable end facing Howard Street, a cul-de-sac, above an existing traditional shop front on a corner retail building in pedestrianised Strand Street.
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The officer strictly applied General Policy 7 of the Isle of Man Strategic Plan 2016, which states 'Within our towns and villages, the display of external advertisements on sites or buildings other th…
General Policy 6
Requires advertisements in towns to be high standard design relating well to the building/site, in keeping with surroundings, and not causing highway hazards. Officer noted proposal's bulky digital nature would detract from amenity via clutter despite modern tech claims.
General Policy 7
Prohibits external advertisements on sites/buildings other than those to which they relate in towns/villages. This was the decisive policy; screen for unknown companies unrelated to travel agency failed the test, risking proliferation of unrelated ads harming town tidiness.
No Highways Interest. The proposal is for an electronic advertising sign on the side of a building. The sign will operate in a predominantly pedestrianised area and therefore will have very little impact on driver behaviour.
The committee agreed that the Council would support the proposals shown in the application with conditions: 1) This specific case would not necessarily set a precedent; 2) Request a condition that the advertising board is switched off from midnight until the following morning to reduce light pollution.
Douglas Borough Council supports the digital advertisement board proposal subject to specific conditions regarding precedent and light pollution reduction, while DOI Highways Division has no highways interest.
Douglas Borough Council
Conditional No Objectionthe Committee agreed that the Council would support the proposals shown in the application with the following conditions
Conditions requested: This specific case would not necessarily set a precedent for the Council's response to proposals for digital advertising boards in other location and situations; A request be submitted to the Planning Directorate to impose a condition that the advertising board is switched off from midnight until the following morning to reduce light pollution
Department of Infrastructure (DOI) Highways Division
No ObjectionNo Highways Interest; NHI on 13/09/16; The sign will operate in a predominantly pedestrianised area and therefore will have very little impact on driver behaviour
The original application (16/00949/D) for erection of a digital advertisement board was refused by the Department of Environment, Food and Agriculture (DEFA) primarily due to non-compliance with GP7 as not all advertisements would relate to the host building, causing visual clutter and harm to the street scene contrary to GP6. The appellant, Carrera Digital Limited, argued that GP7 conflicted with Regulation 5(3) of the 2013 Advertisements Regulations, the digital board would reduce proliferation compared to the existing sign, and it would bring economic benefits in a commercial area. The inspector, following a site visit and inquiry, found the proposal compliant with GP6 in the modern commercial context of Strand Street, noted GP7's general terms and conflict with regulations, and concluded no unacceptable impact on the street scene, recommending allowance. The Minister concurred and approved the appeal subject to conditions on installation timeframe, non-flashing, switch-off hours (2am-7am), illumination limits, and standard conditions.
Precedent Value
This appeal sets precedent that GP7 does not absolutely prohibit digital boards with unrelated content if no amenity harm in commercial areas, especially replacing existing signs; applicants should cite regulatory conflicts, provide context photos, secure local support, and accept controls on brightness/hours.
Inspector: Brian J Sims
