Appeals lost in battle over right to put LED screens on Blackpool Prom

Independent planning inspector Nigel McGurk, who ruled on both cases, branded them both 'incongruous'.

He dismissed the appeals against Blackpool Council's refusal of permission for the installations.

Alight Media Ltd had applied for an LED screen above the Tower Gifts souvenir shop on the Golden Mile opposite Central Pier, saying "the character and appearance of the Golden Mile is brash and bright".

They said advertising was an important part of commercial activity and the screen would add "to the attractiveness of the urban street scene by introducing colour, variety, and interest."

But the inspector said in his report "whilst there is a plethora ofadvertisements in this and the wider area", large scale advertising screens were on bigger buildings.

These were "clearly for public benefit – for example, providing directions to car parks and public information messages – rather than for general advertising."

He said the proposal would be "an unduly dominant feature on a highly prominent building" which "would appear as an incongruous and visually intrusive addition."

An application by Fylde Coast Radio for a free standing, double sided LED screen at its site at Starr Gate was also thrown out on appeal.

Mr McGurk ruled the area had a "strong sense of openness and spaciousness" and "a noticeable lack of general advertisements and signage."

He concluded the "advertisement would combine with its prominent location to present a visually intrusive, unduly dominant feature. "

Fylde Coast Radio said the screen was "needed to promote the station and its sponsors and community activities, it will support the growth, vitality and viability of Blackpool."

In its application, it added such displays were now commonly used in many urban areas.