A report by the Director of Technical Services reviewed the current policy on the control of ‘A’ boards, shop displays located within the public highway.

The report recommended that the process of licensing items placed on the highway be retained with some amendments and requested a recommendation from members on the licence fee structure.

RESOLVED: That

(1)  the Director of Technical Services develops a 'standard rules licence' for A Boards, which would balance the desires of shops to promote their businesses with the need to maintain footways and verges clear of obstructions;

(2)  application for a 'standard rules licence' will be free, but applicants will be required to adhere to all the conditions in the standard rules without exception; such standard rules to be published on the Council's website.  The Council will grant the licence if it is satisfied that all license conditions will be met, otherwise the application would be refused;

(3)  should an applicant wish to apply for an A Board licence with conditions other than those in the standard rules (i.e. a bespoke licence), a fee of £50 will be charged to cover the additional costs to the Council associated with assessment and administration of a bespoke license;

(4)  failure to comply with the conditions of the licence will result in the issuing of a formal notice requiring the breach to be rectified within a defined timescale.  (The Council may remedy the breach and recover the costs in doing so if the notice is not complied with.);

(5)  the Director of Technical Services will additionally bring forward a policy on monitoring compliance with A Board licence conditions to Cabinet for approval; and

(6)  in the interim period there be no charge.

The Director of Technical Services submitted a report reviewing the current policy on the control of ‘A’ boards, shop displays located within the public highway.

The report reviewed the scope of the existing policy and the charges in relation to items placed temporarily on the highway for the purpose of advertising, promoting or enhancing an adjacent business. It specifically excludeds pavement cafes licences as this element of the policy was already well established and was not the subject of the concerns raised. Included in the review were the results of consultations received from a number of bodies and groups representing users of the footway and/or vulnerable user groups. These representations which were summarised in the report were in support of the policy of regulation of such items on the highway.

It was proposed that the existing Policy LEQ08 should be amended to include all items temporarily placed on the highway for the purpose of promoting, advertising or enhancing a business (Appendix B). Each application would be assessed by reference to the criteria for site and location standards, and a consultation process would also take place including the display of a site notice and notification to adjacent frontagers and ward councillors. 

Members were asked to consider the fee options for or items displayed on the highway which were detailed in the report. When fully implemented the staffing and administration costs estimated at £17,000 would be offset by income of £10,000, the balance being contained within existing budgets.

It was not proposed to change the process for implementation of the policy or enforcement action.

Councillor W Smith, Bebington Ward Councillor, addressed the committee and made representations on behalf of shopkeepers in Teehey Lane regarding the existing charging policy. The pavement areas outside this particular block of shops could easily accommodate shop displays or goods and he therefore considered that the imposition of charges for items displayed on the highway was an unnecessary burden for this group of small shopkeepers.

Councillor J Williams addressed the committee in his capacity as Bebington Ward Councillor and supported his colleague’s comments.

There was a general discussion regarding implementation and enforcement of the existing policy during which members identified their particular ward issues. Consideration was also given to the representations received form The Blind and Visually Impaired, living streets and the Council’s Access Officer.

Resolved - That the Committee:

(1) Note the outcome of the review of the “A” board and shop display policy,

(2) Recommend to Cabinet that the revised policy as discussed in the report and detailed in Appendix B be approved.

(3) Consider the options for charging and recommend to Cabinet that the charging element of the policy be abolished completely and that the scheme be administered utilising existing staffing resources.