Plans approved for digital ad board at The Maesgwyn
Plans to install a new digital advertisement board just outside of Wrexham city centre have been given the go ahead.
In May Wrexham.com reported that an application had been lodged to install the illuminated signage 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.
The plans have now been approved by Wrexham Council’s chief planning officer via a delegated decision.
The ad board itself will be 3m wide x 6m high and enclosed in simple framing, with the agents explaining it will allow for a “modern and flexible signage opportunity.”
Details provided in the initial design and access statement, explained: “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 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 explain that it will come into view as drivers pass the Wrexham Glyndwr University site.
The agents added: “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.”
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