Morrisons Superstore Broadway Letchworth Garden City Hertfordshire SG6 3TS

26/00250/ADAdvertisement ConsentRefused

Refused on 17 March 2026

Delegated (officer decision)1 reason for refusal

Approximate site (title boundary)

Boundary © HM Land Registry, © Ordnance Survey · details

This information is subject to Crown copyright and database rights 2026 and is reproduced with the permission of HM Land Registry. The polygons (including the associated geometry, namely x, y co-ordinates) are subject to Crown copyright and database rights 2026 Ordnance Survey AC0000851063. Conditions of use.

Proposal

Erection of no.1 5 meter internally illuminated totem signage.

Received: 30 January 2026
Decision level: Delegated (officer decision)
Public comments: 1
Council: North Hertfordshire District Council
Ward: Letchworth South West Ward

ReceivedReceived30 Jan
ValidatedValidated30 Jan
Consult.Consultation4 Mar
TargetTarget Date27 Mar
DecidedDecided17 Mar

Decided in 46 days (council typically 49)

About this application

This is an advertising consent application at Morrisons Superstore Broadway Letchworth Garden City Hertfordshire SG6 3TS. North Hertfordshire has handled 44 applications of this type. This one was decided in 46 days, 3 days quicker than North Hertfordshire's typical decision time. The site is in the Letchworth conservation area. There have been 8 other applications at this address. In the past year there have been 155 applications across Letchworth South West Ward. We hold 910 applications in total for the SG6 postcode area.

91% of advertising applications at North Hertfordshire District Council were approved. Across all application types, the council typically decides in about 7 weeks (median).

Based on decided applications received in the last 3 years.Planning something similar? See what gets approved on your street

Why it was refused

By reason of the siting, size, scale and design (colour and internal illumination) of the proposed totem signage, it is considered that the advertisement would adversely impact the visual amenity of the site's surroundings within the Letchworth Conservation Area. Whilst there are no objections on the grounds of public safety, subject to conditions, the harm to general characteristics of the locality are sufficient reason for the Local Planning Authority to utilise Regulation 14 (1)(b) of the Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended) to refuse consent. The signage fails to satisfy the provisions of Section 72(1) of the Planning (LB & CA) Act 1990 and will not accord with Section 16 of the Framework or Policy HE1 of the North Hertfordshire Local Plan 2011 - 2031. The degree of harm is considered to be low - moderate on the less than substantial harm continuum. The public benefits associated with this development are of limited value and would not outweigh the identified harm to the significance of the relevant designated heritage asset.

From the council's decision notice.

Application details

Postcode: SG6 3TS
Application type: Advertisement Consent
Scale / size: Small
Parish: Letchworth Garden City

Planning application dates

Date validated: 30 January 2026
Consultation expiry: 4 March 2026
Consultation end: 4 March 2026
Last date for comments: 4 March 2026
Target decision date: 27 March 2026

Applicant and agent

Agent: Miss Natasha Strydom
Agent address: Brook House Apex Court Camphill Drive West Byfleet KT14 6SQ United Kingdom

Planning decision

Statutory period: 56 days

Additional information

Planning Portal ID: PP-14665191
Documents: 7

Site constraints

Checking the site

2/3

Council recordsAppealsFlood risk

Designations that overlap or adjoin the site outline.

Conservation area: Letchworth
Flood zone 1: Low probability (rivers and sea)

Not published by this council, so not checked: Article 4 directions. Ask the council if these matter.

Possibly incomplete for this council: tree preservation orders.

Also checked, none recorded (21)

flood storage areas, listed buildings, green belt, scheduled monuments, World Heritage Sites, World Heritage Site buffer zones, registered parks and gardens, registered battlefields, Heritage at Risk entries, nutrient neutrality catchments, national parks, National Landscapes, SSSIs, Special Areas of Conservation, Special Protection Areas, Ramsar sites, ancient woodland, national nature reserves, local nature reserves, heritage coasts and brownfield registers.

A guide only, from official open data; it is not a planning search. Flood zones cover rivers and sea, not surface water.

Data © Crown copyright and others · sources and licences

Contains public sector information from planning.data.gov.uk (MHCLG and local planning authorities), licensed under the Open Government Licence v3.0. © Crown copyright and database right 2026.

© Historic England 2026. Contains Ordnance Survey data © Crown copyright and database right 2026. The Historic England GIS Data contained in this material was obtained on 2026-11-03. The most publicly available up to date Historic England GIS Data can be obtained from HistoricEngland.org.uk.

Planning history at this site

8 other applications at this property, newest first.

Source: North Hertfordshire

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