ABERYSTWYTH Town Council has objected to “garish” large illuminated signs planned for the new Premier Inn hotel on the seafront.

The hotel chain is renovating the former Bay Hotel on Marine Terrace, to turn it into a 62-bedroom hotel, but planning submissions for signage have caused concern among town councillors due to their proposed size, brightness and colour.

Councillors said that a seven-metre sign to the rear of the building and a 3.8-metre sign at the front was “not in keeping” with the Victorian promenade and the signs on other hotels along the seafront.

Aberystwyth town councillors also insisted that ‘parking’ and ‘reception’ signs for the hotel should be fully bilingual.

“They are different to signs on other hotels along the prom,” Cllr Jeff Smith, the chair of the council’s planning committee told members.

“They are made of aluminium, plastic and acrylic and are illuminated. This council has been consistent in objecting to such signs.”

Cllr Martin Shewring said: “Within the frontage of the seafront, the sign is totally inappropriate."

Premier Inn said in a report: “It is considered that the proposed signage is entirely acceptable and necessary to identify the hotel."

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