Approved Sign Plans at Pembrokeshire Hotel Spark Controversy with Conservation Society

Plans for a sign at a Pembrokeshire seaside hotel have been approved, but a since removed separate cliff-face advert by another nearby hotel angered the local conservation society.
Martin Phillips, of Clarence Hotel (Tenby) Ltd, sought planning approval for the installation of a sun protection board/advertisement panel in the clifftop garden area opposite the Grade-II-listed hotel on the town’s Esplanade.
A supporting statement said the garden needed a sunshade, with the panel proposed “to put the company logo with the name of the garden and state that it is open to the public to enjoy”.
It suggested the sage green with a rose outline pattern “would help blend it in as far as is reasonably practicable with the nearby garden to minimise visual disruption”.
The proposal was supported by Tenby Town Council and backed by Tenby Civic Society.
But the ‘society also submitted photographs of another sign, unrelated to the application, which it said should be removed.
“However, there is a large advert attached to the Esplanade arches on the cliff face below the road and pavement.
“This sign is unacceptable, its design location cuts across the rhythm of the Esplanade Arches, is too prominent and spoils the appearance of the arches and the cliff and the character of the Conservation Area and the important dramatic character of the cliff’s landscape above the South Beach.
“This large sign should be removed. The planning authority should take action, or every hotel will feel entitled to follow suit with large signs on the cliff.”
That sign advertised the Galley Restaurant, which was run by neighbouring hotel, The Belgrave.
An officer report recommending approval for the Clarence scheme said the proposed works were on the opposite side of the road to the hotel; along with its neighbour, the hotel has a separate cliff-top garden/seating area opposite, complete with bar and tables.
It said the scheme applied for was “considered to be in keeping with the character of the listed building, and its setting in terms of design and form”.
Park planners approved the Clarence sign scheme, subject to conditions.
Responding to the cliff signs concerns raised by the society, The Belgrave said: “We are surprised to hear of the concerns this way, considering the sign had been in place for around four years and no issues had previously been raised with us directly.
“The Belgrave rebranded around 8/9months ago to The Belgrave Hotel, Restaurant & Bar, and the old Galley Restaurant sign has recently been removed as part of those changes and upgrades that we have been making.
“We of course would have been happy to discuss any concerns had we been approached directly by those involved.” ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​

%gallery% ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​

By BBC LDRS ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​