Tenby seafront hotel sign plans approved

Plans for a sign at a Tenby hotel have been approved, but a separate cliff-face advert has angered the local conservation society.

Martin Phillips, of Clarence Hotel (Tenby) Ltd, sought planning approval for the installation of a sun protection board/advertisement panel in the clifftop garden area opposite the Grade-II-listed hotel on the town’s Esplanade.

A supporting statement submitted to the Pembrokeshire Coast National Parl Authority said the garden needed a sunshade, with the panel proposed “to put the company logo with the name of the garden and state that it is open to the public to enjoy”.

It suggested the sage green with a rose outline pattern “would help blend it in as far as is reasonably practicable with the nearby garden to minimise visual disruption”.

The proposal was supported by Tenby Town Council and backed by Tenby Civic Society.

But the Civic Society also submitted photographs of another sign, unrelated to the application, which it said should be removed.

Commenting on the banner signage for The Galley Restaurant (which belongs to the Belgrave Hotel), a spokesperson for the Civic Society stated: “However, there is a large advert attached to the Esplanade arches on the cliff face below the road and pavement.

“This sign is unacceptable, its design location cuts across the rhythm of the Esplanade Arches, is too prominent and spoils the appearance of the arches and the cliff and the character of the Conservation Area and the important dramatic character of the cliff’s landscape above the South Beach.

“This large sign should be removed. The planning authority should take action, or every hotel will feel entitled to follow suit with large signs on the cliff.”

One objection to the Clarence Hotel scheme was received.

An officer report recommending approval said the proposed works were on the opposite side of the road to the hotel; along with its neighbour, the hotel has a separate cliff-top garden/seating area opposite, complete with bar and tables.

It said the scheme applied for was “considered to be in keeping with the character of the listed building, and its setting in terms of design and form”.

The report added: “As such, the application can be supported subject to conditions. The objection refers to the lettering of the sign and potential ambiguity as to the precise location of the clifftop garden. The sign appears to relate well to its site and context and there is no concern as to its wording.”

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Park planners approved the Clarence sign scheme, subject to conditions.