AMAZON has been given the green light to display three illuminated signs at its new warehouse in Florida Farm.

St Helens Council’s planning committee granted advertisement consent, subject to conditions, for Amazon to display to display three illuminated fascia signs and one ‘halo’ lit freestanding sign.

The item was previously deferred at the planning committee in May to give the applicant the opportunity to make changes to the size and illumination of the signs.

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Speaking at the planning committee on Wednesday, Melanie Hale, the council’s service manager for development, said the council has received 16 letters of objections covering a range of issues.

However, she said the signs are “typical” for this kind of development, would not appear out of character in the context of a large building and would not “dominate” the outlook.

Ms Hale said the elevation of the buildings will remain the “dominant feature”.

Planning officers found the proposals to be acceptable and recommended that advertisement consent be granted, subject to conditions.

Paul Parkinson, chairman of the Residents Against the Florida Farm Development, spoke in the public speakers’ section on behalf of Janet Barton.

St Helens Star:

An artist's impression of the Flordia Farm development in Haydock

Mr Parkinson said that while the signs will not be as “intrusive” as originally proposed, they will still be intrusive, and argued that they do not need to be illuminated.

He said: “The development is well-signed, off the East Lancashire Road.

“These are purely for advertising purposes only and are an insult and add further harm to the community that is already suffering greatly.”

Mr Parkinson added: “Signs of this size and ones facing residents’ homes in other locations along the East Lancashire Road, and the Omega site in Warrington, are not lit up for a good reason, as they will be detrimental to residents’ health and amenity.

“Therefore, I ask the committee to refuse planning permission on the above grounds.”

A motion was proposed to Labour Blackbrook councillor Linda Maloney to grant advertisement consent, with an additional condition added around the hours that the lights could be illuminated.

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However, Ms Hale advised this would be “very difficult” to enforce.

Haydock councillor Anthony Burns, cabinet member for public health, leisure and libraries, added another condition to monitor the site for anti-social behaviour.

The motion was approved following a vote, with 11 voting in favour and two voting against.