44 - 46 George Street Altrincham WA14 1RH
Refused on 3 July 2026
Council decision: RefusalDelegated (officer decision)1 reason for refusal
Proposal
Advertisement consent for 1no. internally illuminated fascia sign and 1no. internally illuminated projecting sign
- Received
- 13 March 2026
- Decision level
- Delegated (officer decision)
- Ward
- Altrincham
- ReceivedReceived13 Mar
- ValidatedValidated7 May
- Consult.Consultation2 Jun
- TargetTarget Date
- DecidedDecided3 Jul
Decided in 57 days (council typically 56)
About this application
This is an advertising consent application at 44 - 46 George Street Altrincham WA14 1RH. Trafford has handled 85 applications of this type. This one was decided in 112 days, 8 weeks longer than Trafford's typical decision time. The site is in 3 listed buildings nearby. There has been 1 other application at this address. In the past year there have been 101 applications across Altrincham. We hold 816 applications in total for the WA14 postcode area.
59% of advertising applications at Trafford Metropolitan Borough Council were approved. Across all application types, the council typically decides in about 8 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
- The proposed fascia sign, by reason of its excessive width, height, design and siting, would appear disproportionate in scale in relation to the application building and the existing shopfront. By extending across the full width of the double commercial unit and beyond the established fascia zone, the signage would result in an over-dominant and incongruous feature that fails to respect the architectural composition of the building and the intended signage strategy for this parade of commercial units. As such, the proposal would have a detrimental impact on the character and visual appearance of the street scene and the surrounding area. The signage therefore fails to comply with Policy JP- APPLICATION NUMBER – 118616/ADV/26 READVZ P1 of Places for Everyone, the Council's adopted Advertisements SPG (PG14) and policies within the National Planning Policy Framework.
From the council's decision notice.
Application details
- Postcode
- WA14 1RH
- Application type
- Advertisement Consent
- Scale / size
- Small
Planning application dates
- Date validated
- 7 May 2026
- Consultation expiry
- 2 June 2026
- Consultation start
- 12 May 2026
- Consultation end
- 2 June 2026
- Last date for comments
- 2 June 2026
Applicant and agent
- Agent
- Cube PSL
- Agent address
- 502 Birchwood One Business Park Dewhurst Road Birchwood Warrington WA3 7GB
Site constraints
Designations at the address point. Ones next to the site may also apply.
- Flood zone 1: Low probability (rivers and sea)
Not published by this council, so not checked: Article 4 directions and tree preservation orders. Ask the council if these matter.
Also checked, none recorded (22)
flood storage areas, conservation 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.
© Natural England copyright. Contains Ordnance Survey data © Crown copyright and database right 2026.
© Environment Agency copyright and/or database right 2026. All rights reserved. Flood Map for Planning, Open Government Licence v3.0.
Contains Ordnance Survey data © Crown copyright and database right 2026.
Source: Office for National Statistics licensed under the Open Government Licence v.3.0. Contains OS data © Crown copyright and database right 2026.
Planning history at this site
1 other application at this property, newest first.
Source: Trafford
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Around this site
Nearby applications
- 48 George Street Altrincham WA14 1RH118279/FUL/26 · FullApproved0.0 mi
- 48 George Street Altrincham WA14 1RH118280/ADV/26 · AdvertisingApproved0.0 mi
- Pavement Adjacent To Card Factory Shaws Road Trafford Altrincham WA14 1RH113389/ADV/24 · AdvertisingRefused0.0 mi
- Pavement Adjacent To Card Factory Shaws Road Trafford Altrincham WA14 1RH113388/FUL/24 · FullRefused0.0 mi
- 47A George Street Altrincham WA14 1RJ118549/CND/26 · ConditionsApproved0.0 mi
For applicants and trades
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- Improveasy (Installs) LtdWall InsulationCavity Wall Insulation0.1 mi
- Advance Construction Cheshire LimitedCheshire0.3 mi
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