What the new MandM sign on the Len Weston could look like. Picture: The Town Planning Practice
Herefordshire Council planners have delivered their verdict on the changes to the Len Weston Stand in light of Hereford FC's new sponsorship deal with MandM.
The advertisement consent planning application has been approved by planners, paving the way for an illuminated sign being installed on the outside of the Len Weston, above the A49 Edgar Street.
A planning statement from Bromsgrove-based The Town Planning Practice on behalf of the applicant, Hereford FC, 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 online fashion retailer MandM Direct, which includes naming rights for Edgar Street.
While National Highways, the government agency which manages the A49 trunk road through Hereford, including Edgar Street, had concerns, these will be managed as the consent has been granted with a number of conditions.
This includes details of a construction management plan and limits on how bright the sign can be.
In her report recommending approval, case officer Chloe Allen-Hewitt said there are already several adverts on the outside of the Len Weston, though none of these are illuminated.
But she highlighted how the Courtyard opposite is lit-up at night, with several illuminated adverts, and there are others at Old Market, such as TKMaxx and Matalan. She said that the new MandM sign would not have an adverse effect on amenity because it is not a dark area where the advert would appear excessive, also pointing to street and traffic lights nearby.