Plans for LED sign near to busy gateway into St Helens town centre

Consent is being sought to display the sign on the outside of a dog grooming salon on Duke Street, near to the junction with Cowley Hill Lane and Dentons Green Lane. 

V 2 LED Ltd have sent in the plans to St Helens Council for the sign, which would be near one of the main gateways to St Helens town centre.

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The plans say the sign would have a height of 2.8m; be 1.92m wide and have a depth of 0.15m.

A planning statement in the application says: "The site is located at the junction of Duke Street, boundary Road, Dentons Green Lane and Cowley Hill Lane.

"The proposed advertisement will be angled to traffic heading along Denton’s Green Lane towards the town centre and to traffic on Cowley Hill Lane heading southwards towards the junction."

The proposed location for the LED sign (Image: St Helens Council Planning Portal)

The plans say the host building is a two-story commercial premises currently in use as a dog grooming salon.

The application added: " In this well-lit and predominantly commercial urban setting, the scale and appearance of the display would not dominate the street scene or the adjoining buildings. The location can absorb the advertisement without detriment.

"It would sit comfortably on a blank section of the gable wall, which is sufficiently large to accommodate an advertisement of the size proposed. it would not appear as an overly large or incongruous feature."

The plans said the advertisement "will display only static images that do not require close study".

It claims the display "will be at a sufficient height that it will not obstruct or hinder the interpretation of highway signs or signals" and intensity of the illumination "shall be no greater than 300 candelas per square metre between dusk and dawn, in accordance with the guidance set out by the Institute of Lighting Practitioners (ILP)."

A decision on the planning application is expected to be made by January 11, 2024.

The Star also recently reported after an application had been sent in for an LED advertising sign on the Capitol Squash Building, at the other end of Duke Street, near to the roundabout close to the junction with North Road.