Stone’s first Starbucks has been given the green light by Stafford Borough Councillors – but the coffee giant will not be allowed to install a nine-metre tall pole with a lit-up logo likened to Blackpool Illuminations.
More than 40 people objected to the plans to open a new drive-through at the former Dans Motorcycle Showroom on the A34 north of the town. Concerns included the impact on the Green Belt, road safety issues and the impact on existing independent businesses in the town centre.
But a further 17 people wrote to Stafford Borough Council to support the plans, welcoming the prospect of a major brand coming to Stone and creating more jobs.
Applications for the building conversion and proposed advertising signs were considered by Stafford Borough Council’s planning committee on Wednesday 2nd March.
One of the proposed signs, a nine-metre (30ft) tall totem pole with an illuminated logo, sparked objections because of its potential effect on neighbours and local wildlife such as birds, bats and insects.
Resident William Clarke told the meeting:
“We live opposite the proposed development and I don’t think there are many drive-throughs in a Green Belt opposite residential housing. I’m not advocating no advertising, but suitable advertising for the location in Stone.
“It should at least attempt to fit into the locale, not replicate an interstate highway. A nine metre totem pole is a complete indulgence and it’s better suited to a retail park.”
Councillor Jill Hood said the planned totem pole was “not acceptable in Stone” and highlighted how fast-food giant McDonald’s had adapted its signage to fit in with Chester’s historic city centre. She told the committee:
“When McDonald’s came to Foregate Street in Chester people were up in arms. But if you look for McDonald’s there you can’t find the golden arches.
“This 30ft high totem pole resembling an advert for an American motel will be abutting Green Belt and adjacent to ancient woodland. It does not enhance the local area and it is not visually acceptable.
“It’s light pollution, it’s hideous. It’s going to be lit up like Blackpool Illuminations.”
She added that Stone town centre already had 10 coffee shops, with another two set to open in the coming weeks.
“People who use the coffee shops in town are more likely to spend in town, boosting the local economy. But drive-through customers will not visit the town and the town centre will not benefit.”, she said.
But applicant Daren Burney said the new Starbucks would bring 25 new jobs to the area as well as more electric vehicle charging points.He added:
“The proposal brings an existing business back into use and uses existing access points on the A34. It will improve pedestrian safety by the creation of a footpath on the western side of the A34.
“With regards to the signage it is standard corporate signage. The proposal will support the economy and it is considered to be acceptable in the Green Belt.”
Committee members approved the application for the showroom refurbishment as well as eight of the proposed illuminated advertising signs. But they refused permission for the totem pole because of its incongruous appearance within its surroundings.
Councillor Carolyn Trowbridge said:
“If there was nothing there I would be totally against this being in our lovely Green Belt. But there has been a service station and garage there that has permission.
“It would be so much better if it was a local coffee shop, not a chain, but that has nothing to do with planning.”
