Junction of Stallings Lane, & Second Avenue, Pensnett Trading Estate, Kingswinford, DY6 7FE

the replacement of existing estate totem with 1 No freestanding digital totem signboard

Authority: Dudley Metropolitan Borough Council
Appeal type: commercial · Commercial Appeals Service (Adverts)
Procedure: Written Representations
Development: advertisement · Householder developments
Inspector: Wilkinson H

Main issues, as the Inspector framed them

The effect of the proposal on amenity

What decided it

The excessive height of 8.7 metres combined with forward siting would result in the advertisement appearing as a visually dominant and discordant feature that harms amenity, contrary to development plan policies requiring advertisements to fit with their surroundings.

Plan policies cited: Policy D12 of the Dudley Borough Development Strategy (2017), Policy ENV3 of the Black Country Core Strategy (2011)

Read the decision letter on the Inspectorate’s site

The main issues and the deciding factor are read from the published letter by Town Planner Pro; the letter itself is the record. Contains public sector information licensed under the Open Government Licence v3.0. Research, not advice.

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Draw a red line around your site and the appraisal follows.
- Heritage. Listed buildings by grade and distance, conservation areas, scheduled monuments, registered parks and gardens, heritage at risk.
- Landscape and environment. Green belt, national parks and national landscapes, SSSIs, ancient woodland, SPA, SAC and Ramsar sites, nutrient catchments.
- Flooding. Flood zones 2 and 3, surface water, and both again with climate change.
- Transport. The 800 metre station catchment and service frequency, bus stops with their weekday frequency, the cycle network, and the Framework’s transport tests measured for the site.
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