Fiveways Shopping Centre, Roof Top Car Park, Broad Street, Birmingham, B15 1DT

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1 Committee Date: 19/1/013 Application Number: 013/08318/PA Accepted: 06/11/013 Application Type: Advertisement Target Date: 01/01/014 Ward: Ladywood Fiveways Shopping Centre, Roof Top Car Park, Broad Street, Birmingham, B15 1DT Retention of 1 no. existing LED sign and addition of full motion advertising. Applicant: Agent: ACE Sino Group Ltd c/o Seven Capital Plc, Victoria House, 116 Colmore Row, Birmingham, B3 3BD Recommendation Approve Temporary 1. Proposal 1.1. This application proposes the retention of existing LED screen and addition of full motion advertising. The digital advert is currently positioned on the flat roof of Five Ways Shopping Centre and measures 4.6m high and 10m wide. The current advert was installed late 010 under advertisement consent reference (010/0191/PA) and a condition was attached restricting full motion: The advertisement screen hereby approved shall not display animated, scrolling, intermittent or flashing images or video at any time. Reason: In order to safeguard the visual amenity of the area and ensure that the advertisement will not cause distraction to drivers using the adjacent highway in accordance with Paragraph 3.10 and 6.39 of the Birmingham UDP 005. Location Plan. Site & Surroundings.1. The proposed site for the advertisement hoarding is the car park on the third floor of Auchinleck House, located at Five Ways roundabout, on the Broad Street elevation of the building... Auchinleck House is a twelve-storey building, with two three storey wings on either side forming two sides of the Auchinleck Square shopping centre. The retail units in the shopping centre are largely vacant; however the premises facing Broad Street are mostly occupied. The existing advert hoarding faces north-west and is visible to drivers approaching Birmingham from the west, along Hagley Road. To the north of the site is the start of Broad Street, with an underpass from Hagley Road, and office Page 1 of 7

2 buildings on the opposite side of the road. To the north-east is a large cinema complex, and to the east of Auchinleck House are residential properties on Tennant Street and Moss House Close. To the west is the Five Ways roundabout, and to the south of the site are 3-5 storey properties of varying age, which have retail uses at ground floor. Location Plan Street View 3. Planning History /11/ /06796/PA Auchinleck House. Erection of mesh shroud with display of no. externally illuminated banner adverts on elevations. Temporary approval until 31/1/ /07/ /03511/PA Auchinleck House. Erection of mesh shroud with display of banner advertisement on 3 elevations. Temporary approval until 31/1/ /03/013-01/0851/PA Auckinleck House and Five Ways Shopping Centre. Mixed use scheme comprising part demolition of existing shopping centre, change of use of Auchinleck House to a 7 bed hotel, rooftop restaurant & bar, refurbished retail facilities, temporary car park and to allow for the phasing for new banqueting & conference halls with business centre, car parking and associated works. Approved subject to conditions /04/ /0191/PA Five Ways Shopping Centre. Display of 1. no digital advertisement hoarding. Approved for 4 years (expires 7/04/014) subject to conditions (current advert) /01/ /0535/PA Five Ways Shopping Centre. Display of one internally illuminated banner sign. Approve temporary. This is the advert that was in place before 010/0191/PA. 4. Consultation/PP Responses 4.1. Transportation Development No objections subject to conditions in relation to a management strategy and details of advert. 4.. Broad Street Business Improvement District consulted. No comments received. 5. Policy Context 5.1. Birmingham UDP 005; Draft Birmingham Development Plan; National Planning Policy Framework Planning Considerations 6.1. Paragraph 67 of the NPPF states that: poorly placed advertisements can have a negative impact on the appearance of the built and natural environment. Control over outdoor advertisements should be efficient, effective and simple in concept and operation. Only those advertisements which will clearly have an appreciable impact on a building or on their surroundings should be subject to the local planning authority s detailed assessment. Page of 7

3 6.. In addition the NPPF advises that advertisements should be subject to control only in the interests of amenity and public safety, taking account of cumulative impact Amenity The principle of a temporary advert in this location has been established. The location of the structure would not change, nor would the size of the structure or the screen. Therefore the only difference is that the screen would display full motion. It is noted that there have been recent approvals for large format banners on Auchinleck House and if both the proposed full motion advert and the banners were displayed at the same time then the cumulative impact of both would cause visual clutter and would therefore be unacceptable. It is therefore necessary to condition that both the proposed advert and the approved banners are not displayed in conjunction with each other. Subject to this condition I consider the proposed change to full motion would have an acceptable impact on the amenity of the area on a temporary basis for years. However it is noted that the retention of the advertisement on a longer term basis would be inappropriate due to the wider regeneration aspirations for the area Public Safety Transportation Development raise no objections to the proposed full motion advert and have stated that whilst in the past only static images were allowed, a number of adverts across the country have been permitted with moving images. In addition the accident records show no related incidents in this area since this advert has been operating. Due to the location of the advert clear from the highway on top of the shopping centre, it is visible from a distance to drivers approaching and using Five Ways roundabout. I therefore do not consider the proposed full motion advert would cause any adverse impact on public or highway safety. 7. Conclusion 7.1. I consider the impact on amenity and highway safety to be acceptable subject to the safeguarding conditions. 8. Recommendation 8.1. Temporary approval subject to the following conditions: 1 Requires the scheme to be in accordance with the listed approved plans Requires the prior submission of a management strategy prior to commencement of works. 3 Limits the intensity of the approved illumination 4 Restrictions on content of the motion advert 5 Advertisement not displayed in conjunction with approved banners 6 Interval between successive displays shall be instantaneous. 7 No visual effects such as fading or swiping. 8 No flashing or spinning effects Page 3 of 7

4 9 The displayed image shall be two dimensional only. 10 Limits the approval to 31/1/015 Case Officer: Joanne McCallion Page 4 of 7

5 Photo(s) Figure 1 Existing Advert Page 5 of 7

6 Figure View towards Five Ways Island Page 6 of 7

7 Location Plan Broadway Cinema Shelters Shelter Posts 164 TCBs ST MARTIN'S STREET 163 way Subway Roof Car Park Auchinleck Square PO 18 TENNANT STREET FB to Five Ways Auchinleck House to Bank 3 to to Subway PH to to15 MOSS HO TCB Boro Const & Ward Bdy ISLINGTON ROW to CR 1 Bank 10 Shelter 0 CALTHORPE ROAD Calthorpe Court 7 1a to 10a Calthorpe Mansions 1b to 10b 30 1c to 10c Calthorpe Mansions Five Ways Ho 1d This map is reproduced from the Ordnance Survey Material with the permission of Ordnance Survey on behalf of the Controller of Her Majesty's Stationery Office Crown Copyright. Unauthorised reproduction infringes Crown Copyright and may lead to prosecution or civil proceedings. Birmingham City Council. Licence No , 010 Page 7 of 7