"This structure would be a challenge to certain people and would attract possible suicide victims" Councillor Warmisham
Last week, a huge digital advertising hoarding was erected on the roundabout at the end of the M602 accompanied by a fanfare of hype from Salford City Mayor Ian Stewart...
Naming the hoarding the `Salford Arch', and calling it "a new landmark for Salford", Stewart added; "That JCDecaux have chosen to install it in Salford...speaks volumes for the growth and success of our city".
Of course, real heritage landmarks in the area, such as the Salford Quays Cranes and The Mission have long since been bulldozed*. Indeed, five years ago, there was a plan for the blue Quays cargo cranes to be installed on the hoarding site in a £1.6million scheme to (seriously) develop "the roundabout as a destination" (see previous Salford Star article – click here).
Instead, Salford has got an advertising hoarding which has been plonked on the plinths that were supposed to house the cranes, paid for with £75,000 of public money from the former NWDA.
The hoarding proposal was originally rejected by councillors sat on the planning panel as it "would distract users of the local and strategic road network to the detriment of highway safety".
At the meeting, in 2013, Councillor John Warmisham objected because the structure would be "distracting to motorists and could cause major and minor accidents"....and that "The design says it will prevent people from climbing. This is impossible. We have seen on a number of occasions on this stretch of road/motorway threatened suicides from the bridge further along. This structure would be a challenge to certain people and would attract possible suicide victims"...
"The street scene in Salford has already been ruined by advertising hoardings and mobile phone masts, the construction proposed would only make that situation worse" he explained "I realise it brings revenue in, but at what cost? Advertising also has an influence over children, which is strongly disagreed with".
Finally, Councillor Warmisham added that the thing was "ugly" and "not in fitting with the area...How would such an ugly construction fit in with the listed Stowell Memorial which is a landmark of Salford?" he asked.
While councillors rejected the application, the planning inspector overruled the decision...and now, the advertising hoarding isn't a mere `advertising hoarding', it's "a new landmark for Salford" in the words of the Mayor who has swallowed huge chunks of JCDecaux's waffling hype...
In a letter to the Council's planning team, Martin Stephens, JCDecaux's Head of Planning, called the hoarding "a landmark Gateway to Salford"... "a unique and striking form of development"... and that the ad floggers are developing "iconic and innovative advertising schemes that fulfil a greater role than simply the purpose of advertisement display... inspiring built forms that enliven townscapes and create sense of place...
"The bespoke structure will provide an elegant architectural form that will enhance the transport corridor" Stephens added "...The proposed development will enhance the amenity of the area and introduce a form of development that is distinctive, visually stimulating and creative..."
It's an advertising hoarding!
* Ironically, the first advert on the hoarding is pushing Salford as a `heritage city'.
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