Council wins appeal to stop digital adverts being displayed on Bridgwater's newest hotel

Bridgwater's newest hotel will not be draped in digital advertising after the district council won an appeal against the developer.

Insite Poster Properties Ltd applied for permission to site a digital advertising board at the eastern end of the Mercure Hotel on Eastover.

Sedgemoor District Council refused the plans just before Christmas 2019, arguing they could distract road users and cause light pollution for local residents.

The council has now defended an appeal by the Cirencester-based company against its original decision - meaning the adverts will not be erected.

Looking for today's top stories in one place? Sign up for our newsletter here.

Planning inspector John Longmuir visited the site on March 10 and recently published his ruling on the Planning Inspectorate website.

He said in his written report: "Due to its size, position and nature, the advertisement would be overly dominant from the northern and eastern approaches to the crossroads, so that the eye would be less drawn to the landmark hotel building.

"It would also detract from the form of the building and the perception of its flow around the corner."

Mr Longmuir said the advertising would also "detract from the simplicity and harmony" of nearby listed buildings, including the Cobblestones pub.

While he ruled the adverts would not impact on patrons of the hotel's restaurant or those sleeping in nearby rooms, he said it could cause problems for motorists using the A38 Broadway, especially at the crossroads with the A372.

He said: "The advertisement and traffic signals would be seen together on the northern approach.

"The advertisement is substantially larger than the traffic signals and with a changing digital display, it is likely to attract attention away the traffic signals.

"I therefore consider it has the potential to distract the concentration of motorists and, even if momentarily, could impair the timing and direction of their movements as well as the effectiveness of the highway signage."

The Mercure Hotel remains temporarily closed in light of the ongoing coronavirus pandemic.