FROME residents are up in arms following the approval of plans to erect a 6m x 3m digital advertising board at land south of Station Approach, where it meets the junction with Portway.
Wildstone Estates Ltd were granted approval for their plans by Mendip District Council on Thursday 26th January despite objections from 26 local residents, local councillors and Frome Town Council.
Residents say that they weren’t consulted about the plans and district and county councillor for Frome, Shane Collins, has since submitted a complaint to the district council about the lack of notification to the neighbours, as well as a lack of a site notice. A Facebook group, Say NO to Digital Billboard on Portway, has been set up by residents who are opposed to the decision, and members met at the site on Sunday to protest the decision.
The advertising board will feature a variety of different national and local companies and will change advertisement every ten seconds. The display will be switched off between the hours of 11pm and 6am.
Those opposed to the application say that the advertising board will cause traffic safety concerns due to the fast-changing nature of its design, as well as causing additional light pollution to those that live nearby.
Cllr Collins said, “There are two main points of complaint here. The first is that no letters were sent out to neighbours, and there was no site notice in the area either, which is contrary to Government guidelines when it comes to advertisement.
“Secondly, there is a safety angle as Somerset highways have evidently not visited the site- they’ve just given their standard advice. The advice is based on a risk assessment that we think is to do with static, more traditional style paper billboard, rather than a risk assessment for what is essentially a large TV, with a different advert every ten seconds. This is far more distracting by design and the risk assessment should be different, so I would argue that the comments from Somerset highways are invalid.
“This is also commercialisation of a residential area, not to mention the fact that it is opposite a conservation area. I really feel for those that live in Portway and Wallbridge.”
Cllr Collins added, “I would think that a judicial review or an appeal would be unlikely, simply due to how much they can cost, and it would be out of the realm of possibility for an individual. The best we can hope for is that the head of Mendip planning, who I have complained to, see sense and listen to my points.”
Speaking at the protest gathering of residents at the site on Sunday, Frome Mayor, cllr Sara Butler said, “This has gone through with no consultation of local residents. It is in the wrong location and it will present a hazard due to how close it is to the junction, as well as causing untold damage to nocturnal wildlife. I think the worst insult is that it was unanimously opposed by Frome Town Council, but our thoughts were ignored, along with the rest of local residents’ views.”
Deputy mayor, cllr Phil Campagna said, “We looked at this when it came to the planning board and we came to the conclusion it is completely inappropriate, partly due to how it will affect local residents. The illumination level adjusts according to the ambient lighting – it is directly opposite some residents and most of the street will be affected by this at some point,in some degree.”
Organiser of the protest gathering, Jerry Cripps added, “I live directly opposite and I’m concerned about the light pollution as it is such a large screen that will be on for large parts of the day and night. We could potentially see a lot more accidents once this has been installed as this junction is just so busy, any distraction will not improve road safety.”
Somerset County councillor, Martin Dimery said, “Visual pollution is often overlooked when we discuss environmental matters. Over illumination of signs can be distracting and harmful for the peace and tranquility of a neighbourhood. I fully support the campaign against the billboard on Portway. It would be intrusive and incongruous.”
In the officer’s report on Mendip District Council’s decision to approve the application, the officer says that the advertisement board would improve the image of Frome for visitors and residents.
The report reads, “The location is commercial in nature and with a proliferation of sign boards and directional signage immediately adjacent. It is recognised that this is a prominent entrance point for visitors of Frome, and it considered that the digital advertisement board would not be detrimental to the overall character, but add another modern element to a busy, vibrant, urbanised street.
“The addition of the digital advertising board could be argued to improve the image of Frome for visitors and residents as it would be a signal that Frome has enough footfall to warrant investment in a modern advertisement board. It would emphasise Frome’s status as a growing economic and tourist hub for the region, at a busy location within the town, which is considered urban in character.
“The issue of light pollution has been considered in the context of the residential properties adjacent. The illumination would result in minimal levels of light spill. Furthermore, given the nature of the site in relation to the A369, the background already carries significant levels of illumination in terms of street lighting and vehicles travelling on the road.”
In the report, the district council also say, “The signage conforms to standing advice as it does result in a visual obstruction for car drivers.”
Residents are expected to speak to councillors about the issue at a meeting of the town council’s planning committee, on Thursday 16th February.
To stay up to date with the group’s efforts, follow the group on Facebook: Say NO to Digital Billboard on Portway.
