Plan would see £300,000 investment in Blackpool Illuminations

The screens would be used to display digital lighting shows but could also be used for advertising purposes.

A planning application for the proposal has been submitted to the council.

It sets out details of the scheme to attach the screens on columns between just south of Central Pier and Manchester Square.

Their primary use would be to showcase the Illuminations in a “dynamic and creative manner” but advertising is part of the driving force for the investment. The screens would also offer public information messages.

A design brief accompanying the application says: “The project will represent a major investment in the Illuminations as an attraction both technically and creatively, as it will allow new forms of illumination never before used in such a way to be displayed.”

The council, which currently spends £2m a year to fund the Illuminations, is exploring new ways of funding the annual display.

The design statement adds at certain times the screens would “carry advertising as a means of financial support for this innovation in the display which has a £300,000 price tage associated.

“Any and all advertising revenue generated will support the Illuminations in general and this project in particular.”

However it adds: “It should be noted that while this LED screens project is being offered up for advertising consent as part of this project, for significant periods it will not operate as an advertising medium at all.”

The application will go before town hall planners at a future date.

The application is to install 16 double sided full colour animation LED screens.

The screens would be removable at all times and situated along a 240 metre long stretch of the Promenade.

Each screen would be 1.68 metres high and just under one metre wide.

They would overhang the pavement and highway in a similar manner to existing Illuminations.

The screens would be operational from 10.30am until the standard Illuminations switch off time during the season or until 10.30pm out of season.

All content would be approved by the council to ensure its suitability.