Posted: Fri 26th May 2023

Digital ad board proposed for land at The Maesgwyn

Wrexham.com for people living in or visiting the Wrexham area
This article is old - Published: Friday, May 26th, 2023

Plans to install a new digital ad board just outside of Wrexham city centre have been put forward.

It has been proposed that a 3.4 metre by 6.4 metre illuminated signage is installed on land facing the Mold Road at Maesgwyn Hall.

Agents acting on behalf of the applicants state that the ad board, which will be located on the Maesgwyn car park will show static images with no flashing lights or animated elements.

Within the design and access statement, the agents explain: “Our clients wish to provide a modern and flexible signage opportunity to the area to allow sustainable, relevant, locally focused and timely messaging.

“Elsewhere in the Country and across the UK we have seen the benefit of this flexibility which can include public messages (such as Governments Stay at Home & Essential Journeys Only campaigns) and the more ready display of noncommercial messages during void periods.

“The proposed sign would be 3m wide x 6m high and enclosed in simple framing.

“The sign would present a range of static messages, each lasting for not less than 10 seconds. The change between each message would be almost instantaneous with no animation, flashing or special effects.

“The use of digital technology allows the proposed signs to be operated remotely thus materially reduces vehicle movements to manage the sign when compared to a banner or traditional fixed sign advertising with only periodic inspection and servicing being required.

“Recognising the illuminated nature of the proposed sign, we look to levels recommended by the Institute of Lighting Professionals (‘The Brightness of Illuminated Advertisements’ PLG05, 2015); that report recommends a maximum luminance level of 300 candelas/sqm in medium brightness areas at night and 5,000 candelas/sqm during the day and we have suggested a Special Condition to match this.”

In terms of the proposed direction of the advertisement board, the agents state that if approved it would be “visible to those travelling from the A483 trunk road / Plas Coch Retail Park roundabout and heading towards Wrexham city centre.”

It would come into view as drivers pass the Wrexham Glyndwr University site.

The agents continue onto say: “In that view, the proposal is viewed against the backcloth of the neighbouring Shell Filling Station with the Football Stadium opposite.

“Both the filling station and stadium are prominent in the street scene with their own illumination, signage and (in the case of the stadium) mass and vertical context.

“On approach from the southeast the blank rear of the proposal is visible obliquely and at relatively short range across the neighbouring filling station forecourt and will thus not have any material visibility.”

They continue onto say: “The principle of mixed activity is well established in this area and we consider the site appropriate for the introduction of new digital signage to allow the promotion of commercial activity.

“In amenity terms, we consider the scheme to contribute neutrally to positively, adding colour to reinforce the commercial nature of this approach to Wrexham town centre while being contained by compatible land uses.

“The proposed sign will be read in the context of other modern development and so it will not spoil or dominate the streetscene.

“The proposal is not adjacent to any heritage assets or other sensitive land uses.

“As a carefully orientated sign in the drivers natural forward range of vision, we consider that the proposed sign can be readily seen (or ignored) and so would not cause any automatic harm to public safety either during installation or operation.”

The application will be considered for approval by Wrexham Council at a later date.



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