Planning Authority Written Statement

Introduction

1. Carrera Digital Ltd has submitted an application for Advertisement Consent for the installation of illuminated signage. The site is on land owned by the Department of Infrastructure. Since the Planning Authority sits within the Department of Infrastructure, it is unable to determine the application itself for probity reasons. It is important that there is no perception of bias in the decision making process and the application will therefore be decided by the Council of Ministers instead.
2. This written statement provides factual information to assist the Inspector make a recommendation to the Council of Ministers on what decision it should take on the application. The statement includes the following information:

• A factual description of the application site and the proposals;
• Summary of any relevant planning history;
• List of the policies that the Planning Authority believes is relevant to the application;
• Summary and copy of consultation responses received by the Planning Authority during the consultation process;
• List of the main issues which it considers are relevant to the determination of the planning application; and
• List of suggested conditions if the application is approved.

1. In order to ensure impartiality, this written statement does not include an assessment of the proposal, nor does it make a recommendation on how the application should be decided.

Description of the Application Site

1. The application site is on the entry to the public car park, Drumgold Street in Douglas town centre. The Marks and Spencer retail store is situated on the ground floor of the building with the public car park above. The signage is to be situated on the outside wall at ground floor at the bottom of the ramp and vehicular entrance to the car park. The signage would be located above the lift door.
2. The site adjoins but is outside the Athol Street and Victoria Street Conservation Area. A copy of the Conservation Area boundary is provided with this statement.

Description of the Proposal

1. The application seeks Advertisement Consent for the erection of an illuminated sign. The applicant has confirmed that the signage would take the form of an LED screen which would advertise goods and services on a loop - the sign would be for general advertising and not necessarily in relation to a specific shop, function, product or service. In this regard, the signage would appear to be speculative.

Summary of Relevant Planning History

1. There is no recent planning history of any direct relevance to the current application.

Summary of Relevant Planning Policy

1. The area is identified as being within predominantly shopping use by the Douglas Local Plan 1998.

General Policy 6: 'Within our towns and villages, the display of external advertisements will be permitted on the site or building to which they relate provided they: (a) are of a high standard of design and materials and relate well to the building and site on which they are to be displayed; (b) are in keeping with and do not detract from the surrounding area; and (c) are located so as not to cause a highway safety hazard.'

General Policy 7: 'Within our towns and villages, the display of external advertisements on sites or buildings other than those to which they relate will not generally be permitted.'

Environment Policy 38: 'Advertisements close to Conservation Areas must respect and preserve the character and appearance of the area to ensure that views into and out of such areas are protected.'

1. The following planning policies in the Isle of Man Strategic Plan 2007 are considered relevant to the consideration of the applications:

Summary of Consultation Responses

1. Representations received by the Planning Authority are summarised below. A copy of the original representations is appended to this statement.

Douglas Borough Council - no objection (electronic database record only - no hard copy of response on file).

Highways Division - objection: 'This sign will have a variable sign face that may contain information / advertisements about services not associated with the site. The purpose of the sign is to attract and hold drivers' attention in order that the driver reads the information. This will cause a distraction to drivers at a location where they are negotiating the

entrance to a car park, approaching traffic, several additional car parking facilities and pedestrian movement.

While all advertising signs can be said to cause a distraction there is a significant difference in the effect of this distraction on a driver on a straight stretch of road and a driver faced with making decisions regarding safe maneuvering.

The size of the lettering will not be controlled and may be too small to read - the lettering on road signs and the number of words is controlled to ensure that drivers are able to read and understand the information in the time available. When making the turn from Victoria Street towards the car park entrance the light from the sign will be visible and will dominate the drivers' attention until they are close enough to read the words, this will detract the drivers' attention from the road at a busy location.

The application fails to satisfy GP2 (i) of the isle of Man Strategic Plan: "Development...will normally be permitted, provided that the development: (i) Does not have an unacceptable effect on road safety or traffic flows on the highway."

Identification of the Main Issues

1. The Planning Authority considers that the main issues for the consideration of the application are:

• Whether the signage is on a building to which it relates
• The effect of the proposal upon public amenity including the character and appearance of the area and adjacent Conservation Area
• The effect of the proposal upon public safety including highway safety

List of Suggested Conditions

1. The following conditions are suggested with impartiality if the application is approved:

C1 - The advertisement(s) to which this consent relates shall begin within 4 years of the date of this permission or within two years of the final approval of the reserved matters, whichever is the later.

C2 - The signage shall not be implemented unless in accordance with the following plans and drawings: Drawing Numbers 13-JO52-COL 01, 13-JO52-COL 02 (site location plans) and 13-JO52-COL 03 (proposed elevations) received on 26 November 2013.