Plans for a digital billboard at 'historical' pub site in Sunderland village are thrown out despite appeal

-Credit: (Image: Reach Publishing Services Limited)
-Credit: (Image: Reach Publishing Services Limited)


A Government-appointed planning inspector has rejected an appeal for a digital billboard at the "historic" former Blue Bell pub site in Ryhope. The initial plans, which included an "illuminated 48-sheet digital advertisement display", were refused by Sunderland City Council in June 2024 due to concerns about the scale and visual impact of the proposed billboard.

The council also expressed worries about the potential effects on the former Blue Bell pub, recognised as a ‘non-designated heritage asset’ due to its late 19th century/early 20th century origins. In their decision report, council planning officers stated that the "large, illuminated sign" would "significantly detract from the character and appearance of the building and [its] architectural interest".

Wildstone Estates Limited, the applicant, later appealed against the council's refusal, criticising the reasons given in a ‘grounds of appeal’ document. They described the council’s refusal as "ill founded having not had proper regard to the appeal site, the context of the surrounding area and ability to limit the impact of the advertisement through the use of conditions".

The council's reliance on comments about the former pub building's "architectural and historic merit" were based on its condition a decade ago, when it "retained more features than it does now following its conversion". The appellant argued that "the gable end of the appeal site (and the host building as a whole) is not an attractive feature in the streetscene that should be protected", claiming that the digital advertising proposal would bring social and economic benefits.

However, a planning inspector appointed by the Secretary of State has now issued a decision report confirming the council's refusal and dismissing the appeal. The report highlighted that 70 Ryhope Street "displays ornate and traditional design elements", with "facets of a traditional shop front" and "feature projecting gables on its roofscape adorned with elaborate detailing and distinctive stonework to the first floor windows".

The inspector recognised the building's "architectural and artistic interest", maintaining its status as a "non-designated heritage asset". It was also observed that most advertisements in the vicinity were "small in scale and are sited on the premises they are advertising", whereas the proposed sign at the former pub was deemed "large and out of scale with many of the advertisements which prevail in the area".

The appeal decision report stated: "Despite the lighting established in the area, and even though the technology deployed would enable the display and its luminance level to be well controlled, given its size and its digital illuminated nature, the proposed advertisement would form a forceful and strident feature within the street scene. " "Its visual effects would be unsympathetic to, and discordant with, the nearby residential properties and soft landscaping."

"There would be views whereby the proposed advertisement would clearly be seen in conjunction with No 70’s front elevation. " "In these views, the advertisement’s size and digital appearance would be harmfully at odds with the ornate and finer architectural detailing of the former public house."

"For these reasons, and even though the site does not form a part of, or is beside, any designated heritage assets, the advert would fail to assimilate into its surroundings and [would] unacceptably harm the visual amenity of the area."

The planning inspector further observed that while a "traditional paper and paste type display" previously resided on the site, "its visual effects would have been considerably different to the digital advert proposed". Comments from the appellant about "environmental, social and economic benefits" were considered but ultimately, the decision held that "the consideration of advertisements should be subject to control only in the interests of amenity and public safety".

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The appeal decision document notes: "Therefore, even though the proposed advertisement may result in the likes of an uplift in business rates, and the advertisement’s technologically advanced design means that it would be an energy efficient installation and mitigate its effects environmentally, these are not matters which have a bearing upon my decision."

The report, dated October 23, 2024, can be accessed through the national planning inspectorate's website.