Illuminated fascia signs at 43 Frogmore Street, Abergavenny

“This application seeks retrospective express consent to retain the two existing internally illuminated fascia signs.”

“The first fascia sign has a width of 2.68m and a depth of 0.21m. The height of the fascia is 0.58m, with the maximum height of any lettering being 30cm. The height from the ground is 2.65m. The sign materials are UPC with white text on a black background. The sign is static internally illuminated with an illuminance level of 300 cd/m2.”

“The application site is No.43 Frogmore Street in the town of Abergavenny. The site is located within the Abergavenny Development Boundary, Central Shopping Area and Conservation Area. The site also has a primary shopping frontage as defined within Policy RET1 of the Adopted Local Development Plan (LDP).”

“DM/2025/00717 Application to retain the two existing internally illuminated fascia signs. Pending Determination…”

“DC/2015/00863 2 Sets of externally illuminated fascia text. Externally illuminated projected sign. Approved 15.10.2015”

“Overall, the signs are designed to attract attention but the use of UPC material is inappropriate and detracts from the character of the Conservation Area. The UPC has a shiny finish and it is a modern synthetic material at odds with its setting. The use of internal illumination exacerbates this shiny finish. The immediate area around the site is characterised by a number of listed buildings and buildings that make a positive contribution to the Conservation Area.”

“The proposed signage is considered to have a detrimental impact on the appearance and setting of the area by virtue of the material and illumination applied and is considered to be contrary to the Monmouthshire Local Development Plan policies DES3 and HE3.”

“-Small businesses are woefully under supported. -The sign adds colour to the town, and makes it look more inviting and vibrant to those driving through. -In my opinion the restaurant is tastefully and elegantly decorated, inside and outside. -The signage is in keeping with the restaurant brand. It is not excessively lit, or poorly designed. The sign does not affect the character of the town. This is a beautiful building and the sign compliments it.”

“County Councillor Laura Wright – has made comments in support of the application. The current signage at Il Gusto is not, in my opinion, problematic within the conservation area. The illumination is not noticeably different to the level of illumination used by the previous business at this location and it is only switched on during the business' operating hours (until 10pm, which is not unreasonable for a hospitality business in this area).”

“We considered the report of the application and late correspondence which was presented for refusal with one reason outlined in the report.”

“In noting the detail of the application and the views expressed, it was proposed by County Councillor Maureen Powell and seconded by County Councillor Rachel Buckler that application DM/2025/00717 be refused for the one reason outlined in the report.”

“Upon being put to the vote, the following votes were recorded:”

“For refusal - 5 Against refusal - 9 Abstentions - 0”