PLANS for a Cheshire Oaks attraction to place two large LED billboards advertising its presence have been rejected.

The Blue Planet Aquarium, which currently remains closed to the public due to Covid restrictions, had submitted and revised proposals to erect two digital displays measuring 6.3 metres by 3.3 metres, both on three-metre poles.

The digital billboards were sought to advertise the aquarium and be placed facing towards the roundabouts on the Coliseum Way – one to the south west of Blue Planet and one to the west.

But Cheshire West and Chester Council has turned down the proposal, citing highways safety concerns, amid contrasting documentation about how often the signage display would update, that they would be a "major distraction", and fearing that approval would set a precedent for other Cheshire Oaks businesses to lodge illuminated sign applications.

In its design statement, Williams Architecture, applying on behalf of the aquarium's firm Deep Sea Leisure, said: "From being a stand-alone building in 1997, the aquarium is now completely surrounded by mixed development which is predominantly commercial, retail and leisure."

It added: "As a major regional attraction, that provides employment for around 150 people and draws over 300,000 visitors into the area annually, the aquarium is now at a serious disadvantage to all the other commercial developments in the Cheshire Oaks area as it is set back at some distance from the surrounding roads behind a perimeter screening landscape that is unique amongst the developments in the area.

"The aquarium must therefore rely on clear signage that is on the perimeter of the site to advertise its presence and attract visitors.

"The effect that Covid-19 pandemic has had on BPA has been devastating. Extensive periods of enforced closure, ongoing travel restrictions in the North West and reduced capacity due to compliance Covid-19 secure measures have placed Blue Planet Aquarium in a precarious financial position.

"The ability to communicate with our visitors through the billboards is a crucial step in trying to recover our business and protect 150 jobs. The aquarium attracts 300,000 visitors to the locality in a normal year which brings much needed economic activity to the Ellesmere Port and Cheshire Oaks area which benefits the residents of the area in employment.

"The aquarium is fighting to protect and sustain the business for the future. The additional revenue from the minor level of reselling advertising is nothing compared to the need to communicate with visitors and to advertise its presence."

A planning officer's report said there had been emails sent which said the billboard images would not change during the day, but the design statement said the images would be static adverts, changing sequentially no less than every 30 seconds.

There were no other examples of LED digital signage in the area, meaning the signs would be "very noticeable".

The officer added: "All advertisement displays are intended to attract attention but proposed advertisements at points where drivers need to take more care are more likely to affect public safety. Longlooms Road has a steady volume of vehicular traffic in both directions but is known to get very busy and congested during peak times, weekends and bank holidays and there is concern that a significant distraction here could create an accident.

"It is appreciated that the Blue Planet Aquarium is a large tourist attraction within the borough that has been affected by Covid-19 and the restrictions. However, this is not a reason to allow advertisements that are considered to have a harmful impact in terms of both visual amenity and public safety.

"There are a large number of leisure and retail businesses in this location and allowing large LED signs (away from the site frontage but close to the highway) for each business effected would set a precedent for additional signs. This would add to the clutter of existing signage to the detriment of the visual amenity of the area."

Refusing consent, CWaC said the billboards would be "overly prominent", would be "harming the character of the locality", and would "present a major distraction...to the detriment of public safety".