Local Plan Review 2042 Chapter 3 - Theme 2

Chapter 3 - Theme 2
Maintaining and developing a sustainable local economy

Employment

Policy LEC 1: Meeting Business and Employment Needs

3.150 Cherwell has a diverse economy with strengths in manufacturing, retail, health, and science and technology. The district is at the northern point of the Oxfordshire ‘Knowledge Spine’. Cherwell also sits at the intersection between the Knowledge Spine and the Oxford-Cambridge Arc which is recognised as hosting one of the fastest growing economies in England.

3.151 Our key commercial centres are Banbury, Bicester and Kidlington. The rural commercial market is relatively small with only limited availability of industrial or storage units. We recognise that agriculture continues to be a key economic activity within our rural areas.

3.152 Our employment needs evidence indicates a need for around 250 hectares of employment land in Cherwell over the period 2021 to 2040. This assessment considered the delivery of employment land, but whilst recognising the potential contribution that existing allocated sites would make, did not factor this potential supply into an adjusted need figure. We have extrapolated this calculation of need to cover the additional two years that the Local Plan now covers so that the total employment need for the district is around 280 hectares to 2042.

3.153 Our last local plan identified a significant amount of employment land and whilst much of this has been developed there still remains substantial areas of land available for development. Allocations from the 2015 Local Plan, referred at the time of the 2021 Economic Needs Assessment, which had yet to deliver at that point would make a contribution of 160.4 hectares against the need total. The table below shows the updated information relating to delivery of those sites. In addition, we will need to take account of other permissions in place and development that has been completed on unallocated sites since the start of the plan. We have completed an Employment Land Review (October 2022) and we have identified a number of additional potential employment sites across the District to inform the allocation of sites referred below. We have proposed the allocation of 97.5 hectares of land on new sites.

Policy LEC 1: Meeting Business and Employment Needs

Retained allocations from the 2015 Local Plan will provide 37.63 hectares of land as shown below.

Location	Retained Allocation	Total allocation size	Remaining area without Planning Permission (as at 01/02/2024)
Banbury	Banbury 6: Employment Land West of the M40	35.0ha	5.90ha
Bicester	Bicester 4: Bicester Business Park	29.5ha	8.76ha
Bicester	Bicester 11: Employment land at NE Bicester	15.0ha	2.75ha
Bicester	Bicester 12: South East Bicester	40.0ha	16.52ha
Rural Areas	Villages 5: Former RAF Upper Heyford	12.0ha	3.70ha
TOTAL			37.63a

The following parcels of land are identified for future development on the following new and retained Local Plan 2015 allocations:

Site	Use Classes	Available Development Land
Banbury M/U1: Canalside	Mixed Use B2, B8, and E(g)	7.5ha
Banbury E1: Higham Way	Mixed Use B2, B8 and E (g)	3.0ha
Bicester E1: Land east of M40 J9 and South of Green Lane	Mixed Use B2, B8, and E(g)	30.0ha
Bicester E2: Land south of Chesterton	Mixed Use B2, B8, and E(g)	9.0ha
Bicester E3: Land at Lodge Farm	Mixed Use B2, B8, and E(g)	25.0ha
Bicester 4: Land south west of Graven Hill	Mixed Use B2, B8, and E(g)	17.0ha
Bicester 5: Land adjacent Symmetry Park	Mixed Use B2, B8, and E(g)	6.0ha
Total		97.5ha

Employment and business development will be supported on allocated sites where it meets the requirements set out within the Area Strategies. New employment sites will be expected to provide a range of sized units to reflect the need for smaller and medium sized businesses to grow and expand.

Proposals for employment-related development on unallocated sites and all proposals for job generating uses in the rural areas will be determined in accordance with Policy LEC 3.

Policy LEC 2: Development at Existing Employment Sites

3.154 It is important we protect our existing employment sites to help ensure that an appropriate level of employment provision is provided.

3.155 Where a site no longer has a reasonable prospect of being used for employment purposes, applicants will be expected to demonstrate that the site is no longer viable for its present use, or any other realistic and suitable employment use. They must demonstrate that the site has remained un-sold or un-let for at least 18 months. In addition, applicants will need to provide evidence relating to the marketing of the site for its present use for a minimum period of 12 months up to the date at which the planning application was submitted. This should demonstrate that despite genuine and sustained attempts to sell or let a site on reasonable terms for employment use, they have failed to do so.

3.156 The site’s potential contribution to the local and wider economy must be considered, both currently and in the long term, taking proper account of the economic cycle and the likely future needs of the economy. The Council will need to be satisfied that the change of use of the employment site would not jeopardise the provision of sufficient employment land across the district to meet the identified need.

Policy LEC 2: Development at Existing or Allocated Employment Sites

Employment development on allocated sites will be the type of employment development specified. Proposals for use classes other than B2, B8 and E(g) on allocated/saved or existing employment sites must demonstrate that the site has been marketed for the planned or existing permitted employment use for a minimum period of 12 months and has remained unsold or unlet or that premises have been vacant in the long term.

Where there is no demonstrable prospect of land or premises being used for continued employment use, a mixed-use enabling development which incorporates employment space should first be considered. If a mixed-use scheme is not viable, the extent to which the proposed use generates new employment will be considered.

Regard will be had to whether the location and nature of the present employment activity has an unacceptable adverse impact upon adjacent uses and whether the premises are causing significant nuisance or environmental problems that cannot be mitigated.

New dwellings will not be permitted within employment sites except where this is in accordance with site specific proposals set out in this Local Plan.

Policy LEC 3: New Employment Development on Unallocated Sites

3.157 This Plan proposes a number of employment allocations with a strong focus on Banbury and Bicester. In addition, we want to support appropriate employment development on unallocated sites across the district, where there is a demonstrable need.

3.158 More widely, we are proposing that new employment activities can be accommodated with least impact on the landscape through the re-use, conversion or adaptation of suitable existing buildings. However, there is some flexibility for new employment buildings to come forward in the rural areas if there are no suitable existing buildings available for re-use subject to certain criteria being met.

Policy LEC 3: New Employment Development on Unallocated Sites

Proposals for new employment development (Use Classes E(g), B2 or B8) will be supported on unallocated sites in or on the edge of, the built-up area of Main Towns, Local Service Centres and Larger (Category A) Villages, provided that the benefits are not outweighed by any harmful impacts, taking into account the following:

i. A demonstrable need for the employment that cannot be accommodated on existing sites allocated for employment purposes;

ii. The effect on the amenity of nearby residents and businesses;

iii. The provision of safe site access for pedestrians and cyclists and for all types of vehicles likely to visit the sites, and measures to promote the use of sustainable modes of transport where possible;

iv. The scale, nature and appearance of the employment development on, and its relationship with, the settlement, its character and its historic and natural landscape setting;

v. They are not located within the Green Belt, unless very special circumstances can be demonstrated, and

vi. Whether they make efficient use of previously developed land.

Other proposals within Small (Category B and C) Villages and the open countryside will only be considered favourably if the following additional criteria are met:

vii. The development is to meet local business and community needs;

viii. The development does not have an unacceptable impact on local roads, and

ix. It can be demonstrated that the proposal will benefit the local economy and will not undermine the delivery of the strategic employment allocations.

Policy LEC 4: Ancillary Uses on Allocated Employment Sites

3.159 Providing facilities ancillary to the main business uses on large employment sites can help to make them more attractive to incoming firms and improves the quality of the working environment for employees. Ancillary facilities also help employment sites to develop sustainably by reducing the need for traffic movements.

3.160 It is important that any ancillary uses are necessary to support the main employment uses. The provision of larger scale retailing, such as food superstores and non-food retail warehouses, will not be supported.

Policy LEC 4: Ancillary Uses on Allocated Employment Sites

Proposals for uses other than E(g) B2 and B8 business uses on allocated employment sites will only be permitted if the following criteria are satisfied:

i. The development serves the occupiers of the employment site;

ii. The use is ancillary to the main business or employment function of the wider site, and

iii. The use, either alone or combined with other existing or proposed uses, would not adversely affect the vitality and viability of any town centre or shopping centre (including local centres) or the social and community vitality of a nearby village.

Conditions may be imposed to limit the scale of the operation and to restrict the range of activities proposed or goods sold, where necessary, to ensure that the criteria set out above are met.

Policy LEC 5: Community Employment Plans

3.161 Development should deliver the greatest benefit for local communities by maximising opportunities for local employment and education. Providing jobs and training for the local community offers the opportunity to generate and share increased economic prosperity.

3.162 Community Employment Plans (CEPs) prepared in partnership with developers, the Council, and training providers can play an important role in achieving this. A CEP is an employer-led initiative which can form part of planning obligations for significant developments. The measures contained within a CEP seek to mitigate the impacts of development through ensuring local people can better access employment, skills, and training opportunities arising from development. CEPs can also help to create the proper alignment between the jobs created and a local labour force with the appropriate skills.

3.163 CEPs can also reduce the need to source employees from outside of the area, reducing the need for longer distance commuting and thus helping our commitments towards addressing climate change. CEPs can support green skills training within construction and development by identifying opportunities on site for greener apprenticeships and work placements.

3.164 We will seek the preparation of CEPs for major developments. Where a CEP is required, developers will be provided with a template as a basis. Through discussion with the Council, working in partnership with the LEP, appropriate targets and outcomes for the site-specific CEP will be agreed. The CEP will then be subject to regular review and monitoring meetings with the Council. We will provide assistance to identify appropriate local partner agencies and organisations to work
with and support the developer to facilitate the timely delivery of the CEP.

Policy LEC 5: Community Employment Plans

Proposals for major development should demonstrate how opportunities for local employment, apprenticeships, and training would be created, and seek to maximise the opportunities for sourcing local produce, suppliers and services, during both construction and operation.

The Council will require the submission of a site-specific Community Employment Plan (CEP) for the construction and operation of significant* development sites, using a planning condition or legal agreement. The CEP should be prepared in partnership with the District Council and any other partners to deliver the agreed CEP.

The CEP should cover, but not be limited to:

i. Local procurement agreements;

ii. Apprenticeships, employment and training initiatives for all ages and abilities, and

iii. training and work experience for younger people including those not in education, employment, or training.

*Significant’ is defined in the context of this policy as sites over 1,000 dwellings or 4,000m2 of employment floorspace (Classes E(g), B2 and B8).

Policies LEC 6 and 7: Agriculture

3.165 We need to support our farming industry; not just for food and other agricultural produce but for the well-being of our rural communities, to help protect and improve the character and appearance of our rural areas, to encourage environmental stewardship and to improve biodiversity. We want a thriving and resilient agriculture sector in Cherwell.

3.166 Cherwell has a predominantly rural character. Approximately 42% of the intensive farmland in Cherwell is arable - growing wheat and barley is more common rather than farming animals or growing fruit and vegetables. We have large swathes of 'best and most versatile' agricultural land (Grades 1-3), with very good agricultural land value around Banbury and extending to the south. We have good agricultural land distributed across the rest of the district.

3.167 Nationally, the scope for undertaking development on farms without the need for an application for planning permission has been widened. This includes the potential to change the use of land from agriculture to dwellings or commercial development.

3.168 However, the National Farmers' Union (NFU) is seeking more national emphasis on agriculture and food production to support British food security, a sustainably managed countryside and a farming sector that can adapt to climate change. It wishes to achieve net zero carbon agriculture by 2040 by boosting productive efficiency, storing carbon on farmland, by displacing fossil fuel and fostering greenhouse gas removal through photosynthesis and carbon capture.

3.169 The Council has approved the Cherwell Food Action Plan produced by Good Food Oxfordshire and Cherwell-based organisations. It commits the Council and its partners to growing the local food economy, shortening supply chains, and making catering healthier at organisations such as schools, nurseries and care homes. It also supports environmentally friendly farming and community-led efforts to grow and share food.

3.170 Our policies seek to support these ambitions.

Policy LEC 6: Supporting a Thriving and Resilient Farming Sector

We will support development proposals that assist in retaining land and buildings in productive farming, or environmental stewardship where a 20% net gain in biodiversity can be demonstrated.

Productive farming or environmental stewardship must remain the main functions of the farm. Development must be ancillary to the farming or stewardship enterprise. Development will be required to demonstrate how it can measurably support a significant reduction in net carbon emission relative to the likely emissions from existing buildings and operations.

Development will be particularly supported which:

• Helps farms remain or become economically viable, or
• Adapts to climate change, or
• Significantly reduces pollution, or
• Leads to a significant improvement in the appearance or rural character of the area.

A viability appraisal may be sought. Developments that need to be supported by a viability appraisal will be also require independent verification on behalf of the Council which must be paid for by the applicant.

Policy LEC 7: Best and Most Versatile Agricultural Land

Best and most versatile agricultural land will be protected from unplanned development to maximise opportunities for food and other agricultural production.

Development resulting in the loss of the best and most versatile agricultural land will only be supported if all of the following criteria are met:

a) the development meets a demonstrable essential need in the public interest;

b) there is insufficient lower grade land available in other suitable locations;

c) the contribution to the achievement of sustainable development outweighs the need to protect the land, and

d) the likely impact on existing agricultural operations has been minimised.

An agricultural land classification report will be required and will require independent verification on behalf of the Council which must be paid for by the applicant.

3.171 The agricultural sector has changed considerably in the past few decades, and farm/agricultural land owners and owners of other land-based rural businesses are increasingly seeking to diversify their economic activities to make more profitable use of their land and buildings. The result of this can have a significant impact on the natural environment, on land, wildlife, and on our rivers. It is therefore important that new developments actively demonstrate how they will minimise their impacts on wildlife and biodiversity and set out ways to mitigate these.

3.172 Diversification provides opportunities to generate additional income for rural businesses, reduces reliance on a single income stream, as well as reduce risk. It can contribute to a prosperous and viable rural economy in the rural areas. Our aim is to ensure that farm holdings can remain viable, and agricultural buildings can remain in use, without causing harm to the environment by new construction, and without increasing traffic hazards on rural roads.

Policy LEC 8: Rural Diversification

In rural areas, proposals for economic activities that bring about rural diversification shall normally be permitted, providing that the following criteria are met:

i. The development is operated as part of a viable rural business (including farm holding) and demonstrably contributes to the viability of the holding;

ii. The proposed use does not detract from or prejudice the existing agricultural undertaking or its future operation;

iii. It is not detrimental to the character and appearance of existing buildings and their setting within the landscape;

iv. Existing buildings are used in preference to new buildings or extensions;

v. Utilities and other infrastructure are available or can be provided, and

vi. There is access by means of an existing road; no highway hazards are created or increased; and road improvements incompatible with the character of the surrounding area are not required.

Policy LEC 9: Tourism

3.174 The district’s attractive countryside, historic villages and market towns, and the Oxford Canal contribute to its distinctive tourism offer. It also benefits from its location between London and Birmingham and its proximity to national attractions such as the Cotswolds, Blenheim Palace, Stratford upon Avon and Warwick Castle. However, Bicester Village is the largest visitor attraction in the district with more than 6 million visitors annually.

3.175 We recognise the significant contribution that tourism makes to the wider Cherwell economy, and we want to support further sustainable tourism developments, particularly those that can demonstrate direct benefits for the local ‘visitor’ economy, and which will sustain the rural economy.

3.176 Since our last Local Plan, a number of new hotels have been built in the district and new major visitor attractions currently being developed include Bicester Motion, a major attraction based on motorsport and aviation on the site of the former RAF Bicester. A Great Wolf Resort comprising a waterpark and 498 room hotel is proposed at Chesterton.

3.177 Tourism also benefits local programmes of events, including the arts, sports and festivals, where local traditions can be shared with visitors, including Banbury Canal Festival and Bicester Food Festival. These activities help to build local pride and provide opportunities for new businesses, business growth and development.

3.178 As a catalyst for economic growth and employment, tourism provides opportunities for an increase in demand for businesses as well as tourist attractions for both visitors and residents. It is important to ensure tourism works to the advantage of the district by attracting and dispersing visitors to discover and experience the wide range of attractions the district has to offer and to maximise opportunities to increase the number of overnight stays, length of visitor stay, and visitor spending.

3.179 Whilst supporting proposals for new or improved tourist facilities in sustainable locations, larger new attractions, which generate significant visitor numbers, would be most appropriately located in or adjacent to our main towns. These locations have good public transport links and support active travel opportunities. We will also apply a town centre first approach for other visitor facilities, including for hotels and restaurants although other locations maybe acceptable taking into account specific locational and functional requirements.

3.180 In our rural areas, visitor-related facilities may offer benefits to existing local communities, such as supporting local food producers, shops and pubs, or new recreational opportunities. Locating new visitor related development within or close to existing settlements will enable the potential wider community benefits to be realised whilst minimising the spread of development into the open countryside. In some cases, tourism development in the open countryside may be justified if associated with a particular countryside attraction or a farm diversification scheme. Existing buildings should be utilised wherever possible although replacement buildings should be considered where this would result in a more sustainable development.

3.181 There are a number of camping and touring caravan sites throughout the district. New or extensions to existing sites will need careful consideration to minimise visual or environmental
impacts. Wherever possible, existing buildings should be used for associated facilities, such as club houses and shower blocks.

3.182 The location, scale and design of any new visitor related development must be appropriate to the area and its environmental impact will be carefully assessed and weighed against any economic and community health and wellbeing benefits. Where tourist accommodation is proposed in locations where new dwellings would not normally be permitted, we will impose planning conditions or require legal agreements restricting buildings to holiday accommodation use.

Policy LEC 9: Tourism

New tourist and visitor facilities, including hotels, will be supported in accordance with ‘town centre first’ principles and should be located within or adjacent to town or service centres as defined in Policy SP 1, and reuse appropriate existing buildings wherever possible.

Elsewhere, new tourism and visitor facilities in villages and the open countryside will be expected to:

• Have a functional linkage with the proposed location
• Secure the diversification of an agricultural enterprise where development would be on a farm
• Complement the rural character of the area and deliver comprehensive long term recreational access, community, heritage or nature conservation benefits
• Be shown to be not deliverable within or adjacent to a town or service centre
• Be accessed conveniently by alternative means of transport to the private car, and provide any necessary highway mitigation works.

Policy LEC 10: Town Centre Hierarchy and Retail Uses

3.183 Retail is very important to the local economy, being one of the top employers in Cherwell. Retail premises make up nearly a fifth of Cherwell’s business floorspace and from 2000 to 2019 Cherwell experienced a 36% growth in retail floorspace (89,000m2), performing strongly when compared to retail growth in Oxfordshire, and England.

3.184 In particular, Banbury and Bicester Town Centres, and to a lesser extent Kidlington village centre, are the main focus for shopping, commerce, leisure and other facilities serving Cherwell’s communities, businesses and visitors. They also play an increasingly important role as places to live.

3.185 However, notwithstanding recent growth, in common with many town centres across the country our urban centres have come under pressure in recent years, particularly with competition from other centres, and the shift to online retailing, which has been accelerated by the pandemic.

3.186 We are committed to supporting our town centres and to enhancing and strengthening their vitality and viability. In doing so we also recognise the important role that further residential development, in appropriate town centre locations, can play in strengthening vitality and viability in the longer term.

3.187 In addition to our traditional high streets, there are also significant retail provision at out of centre locations, particularly at Banbury and Bicester. Many residential areas across the district are also served by small parades of local shops, restaurants and other community-based facilities.

3.188 Cherwell is home to Bicester Village. Bicester Village is a designer shopping outlet and the district’s most visited tourist destination. The Council recognises the contribution Bicester Village makes to the local economy and will continue to support its role as a major national and international destination, whilst at the same time ensuring that the vitality and viability of Bicester Town Centre is enhanced and protected.

3.189 In our villages and rural areas local shops provide a vital service for local communities and contribute significantly to their sustainability. The Council will seek to resist the loss of these vital local facilities.

3.190 In order to fully understand the retail and leisure development needs of the district, we commissioned a Town Centre and Retail Study in 2021. A further Supplementary Study was conducted in 2023.These studies concluded that there was an over provision of comparison retail floorspace in both Banbury and Bicester, and that overall, there was no additional need for comparison or convenience floorspace across the district. The studies also concluded that any further out of centre expansion to Banbury or Bicester’s comparison fashion offer would be seriously detrimental to the vitality and viability of each of the town centres.

3.191 We are proposing that new retail development continues to be focused on our urban centres and all new development will be required to be built to high design standards. Town centre uses are those defined by the NPPF and include retail, leisure, cultural and community uses. We will also support the role that new restaurants and cafes can have in attracting people into our town centres and we will support uses that contribute to the evening economy in appropriate locations.

3.192 Based on the conclusions of the 2021 Town Centre and Retail Study and 2023 Supplementary Study we will resist further major out of centre retail development, including changes of use, due to the impact on the vitality and viability of our urban centres, particularly Banbury and Bicester.

3.193 We will continue to work with our local communities and other stakeholders to promote and enhance the attractiveness of our urban centres. Particular priorities highlighted by the Town Centre and Retail Studies include the need for improvements to the public realm, accessibility, signage, publicity and design. We also recognise the increasing importance of housing.

3.194 Outside the main shopping centres of Banbury, Bicester, and Kidlington, local shopping requirements are met by a number of local shopping centres. These provide for the day to day convenience shopping needs of the population and complement the range of shopping facilities offered by the main centres.

Policy LEC 10: Town Centre Hierarchy and Retail Uses

The Council will promote the continued role and functions of its town/urban centres to positively contribute towards their viability, vitality, character and public realm.

The boundaries of the Town Centres and their respective Primary Shopping Areas are defined on the Policies Map.

To ensure the long-term vitality and viability of the Town Centres, the Council will apply a ‘town centre first’ approach to retail, services and other main town centre uses in accordance with the established hierarchy of centres.

Retail and other ‘Main Town Centre Uses’ will be directed towards these centres. Where such uses are proposed outside these centres the Council will apply the sequential approach as set out in the NPPF.

Where planning permission is required for any retail or leisure proposal outside these centres, they will be subject to an impact assessment, appropriate to the use. In Banbury, the threshold for such an impact assessment is over 2,000m2 (gross), 1,500m2 (gross) in Bicester and 350m2 (gross) elsewhere.

The Council will support the provision of new local centres containing a small number of shops or multifunctional community facilities offering a hub for the local community of limited size within the allocated strategic housing sites set out in this Local Plan.

The Council will support proposals for new small shops (less than 350m2gross) or extensions to existing shops within or adjacent to existing settlements that are required to serve local needs.

Policy LEC 11: Primary Shopping Areas

3.195 Several changes to the Permitted Development Rights affecting change of use to and from retail have been introduced. Where prior approval is needed, the Council will interpret ‘key shopping areas’ referred to in the General Permitted Development Order as being designated Primary Shopping Areas.

Policy LEC 11: Primary Shopping Areas

Development resulting in the loss of an E Class Use at ground floor level within a primary shopping area will not be supported unless:

i. The unit has been vacant, and proactively and appropriately marketed for at least 12 months and it has been demonstrated that there is no longer a realistic prospect of it being used for E Class uses in the foreseeable future;

ii. The development demonstrably meets the needs of residents within the local neighbourhood, and

iii. The development will not have an adverse impact on the vitality and viability of the centre as a whole.

Policy LEC 12: Outdoor Markets

3.196 Outdoor markets add to the vibrancy, social value and character of our towns and villages. Cherwell’s markets are well established and popular with local communities and visitors and help support local businesses. However, if poorly designed and managed they can cause harm to surrounding areas in terms of public safety, congestion of local roads and pavements, generate rubbish storage and noise issues, and impact on access and accessibility.

3.197 We wish to see all of the outdoor markets in the district continue to thrive and will encourage a coordinated approach to their development and management.

Policy LEC 12: Outdoor Markets

Proposals for new off-street permanent street markets, car boot sales, and temporary markets will be supported provided that:

i. The scale, nature, and location would not harm existing shopping facilities or markets located within town centres;

ii. There would not be an unacceptable impact on local amenity or the general environment;

iii. Adequate provision is made for traders’ parking, deliveries and servicing, set-up and storage of stalls, power supply and storage and disposal of refuse; 

iv. There would not be an unacceptable impact on traffic flow or increase in traffic congestion in the area, and

v. There would be sufficient public protection measures in place.

We will seek to maintain, and support the enhancement of, existing outdoor markets within the district. Developments that would adversely affect existing outdoor markets will not be permitted.

Where construction of a development could adversely affect an outdoor market, applicants should assess this impact and propose mitigation measures to ensure the outdoor market can continue to operate. 

Policy LEC 13: Shopfronts and signage

3.198 Outdoor advertisements and signs can impact on amenity and public safety, and therefore sometimes require advertisement consent. Well-designed signs and advertisements will integrate well with buildings and the character of an area as well as meeting the commercial need for the advertisement. However, obtrusive designs and inappropriately sited signs and advertisements can cause clutter and have a detrimental effect on visual amenity or on the character of an area, particularly in Conservation Areas.

3.199 The Council will ensure that new or changed shopfronts that require planning permission (or listed building consent) and adverts and signs that require advertisement consent are of a design, size and materials that complement the character of the host building and the surrounding public realm. Compromises may need to be made to ‘corporate’ designs in particularly sensitive areas to meet the requirements of the policy. For example, internally illuminated box fascias and projecting signs will not generally be appropriate in Conservation Areas.

Policy LEC 13: Shopfronts and Signage

Proposals for new or altered shopfronts and advertisements, where consent is required, will only be permitted where the design, positioning, materials, colour, proportion and illumination are not detrimental to heritage significance, or visual or residential amenity. In particular:

i. The design should respond to, and positively contribute to, the character and design of existing buildings and surroundings;

ii. Public accessibility and safety should not be prejudiced;

iii. Visual pollution and clutter should be avoided, and

iv. Historic shop fronts should be retained.