HEXHAM residents have objected to plans for a new totem sign advertising the Hexham Gate Retail Park units.
Lidl originally submitted an application to Northumberland County Council last year seeking permission for a 6.66m x 3.97m sign advertising the store as well as McDonald's and Travelodge.
Following a number of objections from residents - with many claiming it would "ruin Hexham's beauty" - and comments from Historic England and the council’s design and built heritage officer, the application was withdrawn.
The supermarket chain has now submitted another application, with plans showing the stone sign, if approved, at the site entrance would now be horizontal, measuring 3.79m x 7.97m.
In a statement submitted alongside the application, planning agents Rapleys said the changes were made to ensure that the sign will "appear lower in height and to ensure that it does result in significant harm to the visual amenity of the surrounding area and nearby heritage assets".
The statement added: "It should be noted that the revised design would sit behind the existing store wall and would only protrude 2.3m above the existing wall, which is not considered to be intrusive given the existing levels and context of the site."
It said the sign represents an "operational requirement for the Lidl foodstore and nearby retail units and the council car park".
"The sign is required to ensure that Lidl as well as other commercial units are able to attract customers passing by the site.
"This is also required to protect the long-term viability of the foodstore."
But despite the amendments, the new application has received objections from Hexham residents, with one saying that it will still "ruin the setting of the old town on the hill behind".
A spokesperson for Hexham Civic Society said: "With large illuminated signage on both McDonald's, down the side of the four-storey Travelodge, and on north and east elevations of the Lidl, we think the 8x4m signage is grossly out of scale, superfluous and detrimental to the setting of the 'at risk' Hexham Conservation Area, and its listed buildings."
A Hexham resident, who asked not to be named, also said he is concerned about the impact the sign would have on the vista of Hexham.
"It's just not needed," he said. "They have got huge Lidl signs up already. Do they really need another sign?"
"It's better than the original proposal but at the same time it's not required and it's not going to be good for the vista," he added.
The resident also said he was concerned that parts of the site notice, particularly the application's reference number, are unreadable due to water damage, and has suggested the council should extend the date for which objections need to be made by. The site notice expiry date is currently May 16.
A spokesman for Northumberland County Council confirmed the authority had been made aware of this issue.
Historic England has said "the latest signage designs better respect the view towards Hexham Abbey and the town’s historic core through being lower and slightly angled away from the main vista of the road".
"It is a large sign but it strikes an appropriate balance between wayfinding the commercial development and the setting of the historic town and its landmarks," it added.
For more details and to submit a comment, visit the county council's planning portal and search reference number 23/01138
Lidl was contacted for comment.
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