Furious residents are fighting back against the proposal for a 8m business 'totem pole' to be placed near the road entry of the town.

Hexham residents are stating their objections against Lidl's plan to build a totem sign that will not only advertise its business but also McDonald's and Travelodge near Gate Retail Park.

Since the application, which was put online on October 31, there have been 14 objections against it with many claiming it will 'ruin Hexham's beauty' and further signs are 'unnecessary'.

One resident, Duncan Wise, said: "The size and scale of the illuminated advertising sign is inappropriate to the location being proposed, and will be detrimental to the view of the historic town that is afforded to those entering Hexham from the north.

Hexham Courant:

"The new retail development is already well signposted and visible to visitors and I cannot understand the need to further litter the historic vista with additional advertising signage, especially of this scale.
"The amount of wasted light (pollution) that has emanated from Hexham has increased significantly in recent years, and is visibly affecting the quality of the dark skies of Northumberland. Another large illuminated sign will just add more unnecessary light into the night sky not to mention the energy required to keep it illuminated."

David Hutcheson agrees with Mr Wise and said: "I fully and wholly object to this. It will obstruct the view of Hexham when driving in.

"The first thing you will see when driving in will be a horrendous totem sign and not the magnificent view of Hexham and Gaol.

"You have to drive over the roundabout to get into Hexham, where you will see the massive sign for Lidl. This must not be allowed to be erected.
"It is not needed, or wanted."

While in the consultation stage and waiting permission, Highways Development Management has stated its opinion on the matter.

"At around 8m in height the proposed totem sign would be intrusive within this view and so detrimental to the setting of the conservation area and its highly important landmarks.

"Whilst this impact is a passing one as people move along the road and footway it is a heavily used route and for many, part of their first experience of the historic town.

"Paragraphs 200 and 202 of the National Planning Policy Framework asks that all harm to the significance of designated heritage assets should require a clear and convincing justification based on an overwhelming public benefit. Inherent in this justification is the potential for alternative designs to produce the same benefit in a less harmful way."

"We recommend that the proposal is amended to reduce its visual impact. This could be achieved by a much lower more horizontal sign, preferably slightly angled away from the view from road to historic town. "