PERMISSION for new, illuminated signage at an e-cigarette and CBD shop in Ulverston has been refused.

Planning documents identified the sign earmarked for Wow Vape & Snacks in Market Street as being 0.88m in height and 6.88m in length. 

A heritage statement submitted in support of Steve Smith's application said any issues were 'likely to be' related to the backlighting of the sign.

The statement, dated November 15 last year, said the business wished to open until 10pm and that this was the reason for the application. It is understood Wow Vape has since extended its opening hours till 10pm.

"The use of a backlit sign is to indicate that the shop is open, helping drive custom not only to Wow Vape & Snacks but also other businesses open late, of which there are several in the area," said the statement.

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"The sign to be installed is the same size as the existing one so no further incursion into the building facade will be entailed.

"Having looked around the area before and after dark, it is clear there is precedent as there are numerous retail business that use modern and/or illuminated signs."

Wow Vape sells e-cigarette equipment, snacks, and products containing CBD – a chemical compound derived from cannabis that, some evidence suggests, can be used to treat conditions such as anxiety and chronic pain.

Ulverston Town Council objected to the application, calling it 'completely inappropriate' to the conservation area in which the shop sits and saying that the sign was not 'within the spirit' of the conservation guidelines provided by South Lakeland District Council (SLDC), which has now been replaced by Westmorland and Furness Council.

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In published correspondence dated December, Ulverston Town Council clerk Jayne Kendall said: "The building owner has put the sign up and assumed that permission will be granted.

"This is not acceptable."

In a notice of refusal, an SLDC spokesman said: "The harm [to the conservation area] would not be outweighed by any public benefits and it is considered that there are alternative signage options that are available that would have a lower impact.”