How Basildon became immortalised with its very own Hollywood-style sign on A127
It's one of the most iconic signs in Essex - and the most controversial. Sat on the Noak Bridge roundabout just off of the A127 is Basildon's own 'Hollywood sign'.
Built in 2010, the sign has quickly become a defining symbol of the town. But far from overlooking the vast city of Los Angeles, the Basildon sign is positioned off an otherwise rather unassuming junction.
It was initially greeted with ridicule and laughter when it was constructed, but it's gradually become part of the furniture. But it begs the question, why was it built in the first place?
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Back in 2009, the Noak Hill roundabout was nothing more than a green hill off the side of the A127. It was the main junction for Basildon, Essex, but this was only clear through road signs.
At the time, Basildon Council received £400,000 in funding to promote and bring investment the town, specifically the A127 corridor. Historically, the town of Basildon has become the image of the Essex stereotype.
Former Prime Minister Margaret Thatcher famously coined the term 'Basildon Man', for the self-made working class man looking to climb up to social ladder. Since the Thatcher era, Basildon has become viewed as 'chavvy', unexciting and troublesome.
It meant that the town needed a new image. Out of the £400,000 given to the council, £90,000 was spent on the sign, which was likened to the Hollywood sign in Los Angeles, built 87 years prior. It finished construction in May 2010.
The letters stood on the side of the London-bound carriageway facing those travelling towards Southend. It meant that the sign would come into sight just before motorists approached the junction needed to turn off for Basildon town centre. It really was a welcome sign for those coming from the M25.
When it opened, then-council deputy leader Cllr Stephen Horgan, told the Daily Mail : "It is vital that the public sector continues to invest in regeneration and the environment. Our businesses, and the A127 corridor, is our economic backbone and this direct investment over the next year will address many of the key concerns that companies have expressed to us in the past."
What did people think?
The reaction to the sign was collosal. National newspapers smirked at the decision to build the sign, and the move even garnered international press attention from places including Australia and the USA.
On an episode of topic news quiz Have I Got News For You, the sign was discussed by host Lee Mack, alongside panelists Ian Hislop, Kevin Bridges, Paul Merton, and Clacton Reform MP Nigel Farage. Sarcastically, Paul Merton quipped: "They've realised Hollywood isn't actually in America at all, it's in Essex. He added: "They've got the Basildon 'Walk of Fame'; if you've ever paid your council tax in Basildon they put a star in the pavement."
The general reaction to the sign was one of ridicule. Instead of re-branding the town, it gave outsiders another reason to make fun of it. It's fair to say the plan backfired, but because the sign cost £90,000 to build, it couldn't be removed.
Over the past ten years, it's remained on the side of the A127. Now you'd barely give it a second's thought, and the international attention has died down.
What has it become?
A number of alterations have been made to the sign since its inception. Structurally, it remains almost identical to when it was constructed a decade ago.
However, a number of additions have been made over the years. Around remembrance day, a large poppy is added on the 'O' to honour those who fought in the two world wars.
During the first coronavirus lockdown earlier this year, hundreds of balloons were used to decorate the sign in a rainbow pattern. This year, the rainbow has become a symbol used to thank the NHS staff for their hard work during the pandemic.
In 2019, two large symbols which read '@70' were added to celebrate Basildon's 70th birthday. The biggest addition came last year, when lights were added at the base of the sign.
These lights now run 24 hours a day, and are used to commemorate certain days. In October, the sign was lit up blue and pink to commemorate Baby Loss Awareness Week.
On the 72nd anniversary of the NHS, it was turned blue to pay tribute to workers who lost their life throughout the pandemic. It's become a monument, used by Basildon Council for bigger purposes, like the Eiffel Tower or the Empire State Building.
In doing that, it has established itself as a more recognisable landmark for the town than the town centre's Mother and Child fountain, or Brooke House. In ten years, the ridiculed sign has grown to be something you couldn't imagine Basildon without.