Digital billboard plans refused as people may look at “unattractive building”

Wildstone Estates Limited had applied for permission for the advertisement at the site of 828 Leeds Road – at the junction with Hubert Street.

But this week Bradford Council refused the plans, saying they would “attract increased attention to the negative aspects” of the area.

The company said the sign was part of a push to digitise billboards across the country.

But planning officers said the sign would draw attention to a particularly unattractive building on the street.

They said: “Leeds Road is a ‘gateway’ road into Bradford City Centre. This gateway road is likely to become more important over the next three years, with the City’s Capital of Culture status expected to increase visitors to the city centre.

“Although this gable end offers very little for local amenity as it currently stands, it’s plain appearance does not attract attention to its unusual appearance. By locating a large illuminated advertisement on this gable end, the amenity will be made worse by drawing the attention of passers-by to the poorly designed gable.”

They also raised a concern about the sign distracting drivers, saying the advertisement “has significant potential to distract drivers on the West approach of Leeds Road close to a signalised crossing that is adjacent to a neighbouring primary school.

“This is a section of road where drivers are required to have an enhanced level of concentration.”