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| What the new MandM sign on the Len Weston could look like. Picture: The Town Planning Practice |
Concerns have been raised over the brightness and installation of the new illuminated advertising signs at Hereford's Edgar Street stadium.
An advertisement consent planning application has been submitted to Herefordshire Council seeking permission to install an illuminated sign on the Len Weston.
A planning statement from Bromsgrove-based The Town Planning Practice said improved signage, particularly that which enhances visibility and offers advertising opportunities, will help generate essential commercial income for the club.
It also said increased revenue will allow for reinvestment into youth development, stadium improvements, and community programs, all of which are central to the club's long-term vision and sustainability.
The proposed sign, measuring three metres wide by 75 centimetres high, will be LED-lit with a halo glow effect. It forms part of the club’s sponsorship deal with Hereford Old Market-based MandM Direct, which includes naming rights for Edgar Street.
The planning statement said that the modest scale and design of the sign ensures it won’t negatively affect the area’s appearance or public safety. The proposed illumination level is considered moderate, and the sign will be mounted securely to the existing cladding without altering the stadium’s structure.
But National Highways, the government agency which manages the A49 trunk road through Hereford, including Edgar Street, has concerns.
Ellie Smith, of the Midlands Operations Directorate, said in her comments to Herefordshire Council planners that the brightness of the signs should not exceed recommended levels, but went on to say that National Highways has concerns about installation.
The applicant, Hereford FC, has not provided any information regarding how the advert will be installed and given how close it is to the A49, she wants more information.
This should include methods of installation, equipment and time of construction, her letter said, and added she wanted to know if there would be a diversion route for pedestrians during installation to "avoid pedestrians entering the road in an unsafe manner".
She also wants proof that installation will not affect the A49 or impact the safety of drivers, and how construction will comply with ‘Safety at Street Works and Road Works: A Code of Practice'.
The letter went on: "Furthermore, the construction management plan should explain how all equipment used will not interfere with pedestrians, including any lifts used to lift the advert.
"The location of the signs is required to ensure pedestrians and vehicles are not impacted.
In the absence of that information, National Highways recommends a condition for lighting and a construction management plan.