Application for Tourism Signing
Definition of Tourist Amenities
Tourism amenities can be divided into two main categories:
Attractions and Facilities.
- An attraction includes those establishments which are covered
by the original tourism definition, i.e. places of interest open to
the public offering recreation, education or historical interest.
These include theme parks, historic houses, museums and leisure
complexes. This category is now extended to include farm centres
and craft centres to a greater extent than previous guidance
permitted.
- A facility covers establishments which provide a service, i.e.
accommodation, restaurants, cafes, public houses, and shops, etc.
Tourist Board guidance suggests that cinemas, theatres, concert
halls and sports venues also come under this heading.
Motorists who follow tourism signs expect a high standard of
attraction/facility to be provided at the destination and the
following requirements must be complied with to ensure that these
standards are maintained.
To qualify for brown and white signs, an attraction must:
- Meet the standards of the Citizens Charter of the English
Tourist Board.
- Have a minimum opening of 150 days per year, and for at least 4
hours per day. (It may be possible that there are some
attractions/facilities which are not open for this period, i.e.
regular weekend opening only that could also qualify due to their
tourism value).
- Provide an appropriate level of car parking for the expected
number of visitors, catering and toilet facilities.
- Be available for use by the public during opening hours without
the need for pre-booking or membership.
- Attract visitors from outside the local area.
- Demonstrate that the destination is publicised as a tourism
attraction/facility and advertises itself in tourism promotions.
(Membership alone of a tourism agency or association will not
confer eligibility in this respect. If, however, an
attraction/facility fulfils the above criteria in terms of
promotion, the appropriate membership will give added
assurance).
An attraction must also comply with all appropriate statutory
requirements such as:
Each type of attraction/facility is now considered individually
and in addition to the above, the following standards will be
applied to ensure that the individual types of destination meet
minimum quality thresholds. You may find the VisitBritain site of
interest as it contains useful information and statistics
about the UK tourism industry.
Attractions Recognised by the English Tourist Board
The destinations eligible for signing under the original rules
were those recognised by the English Tourist
Board and these will continue to be signed as at present. They
include:
- Craft centres
- Museums
- Historical or architectural buildings or sites
- Natural attractions such as forests or country parks
- Tourist information centres
- Camping and caravan sites
- Youth hostels
- Picnic sites
- Leisure complexes
- Leisure drives
- Cycle routes
- Theme parks
Signing will be permitted for any new destinations of these
types.
Further Information for Applying for Tourism Signing
Please read the following subject information before filling in
the application form:
Hotels, Guest Houses, Bed and Breakfast Facilities
- All establishments must be members of Quality Assurance schemes
which require independent inspection of members premises. The three
largest of these are the ETB Crown Scheme (National Accommodation
Grading and Classification Scheme), AA and RAC Star Rating
Schemes.
- In urban areas it is logical to assume that members of the
public in search of a bed will assume the existence of
accommodation establishments. It will be impossible to sign all
establishments, although a generic or zone signing scheme may be
adopted for those large concentrations of accommodation.
- In rural areas accommodation can be signed below existing
boundary signs (point of entry signs) to villages or small towns.
Where this is not practical, only accommodation that is not visible
to passing trade will be signed. Large hotels in rural areas which
may generate a significant amount of traffic will be signed from
the nearest main road.
Self Catering Accommodation, Camping and Caravanning Sites
- Facilities which require booking will not be eligible for
signing.
- Caravan and camping sites must be licensed under the Caravan
Sites and Control of Development Act 1960 and/or the Public Health
Act 1936 and have at least 20 pitches for caravans/tents (combined
if necessary) for casual overnight use.
- Some static sites may qualify (where they are available without
pre-booking) but the use of the caravan symbol will not be allowed
as this could be confusing to touring caravans requiring an
overnight pitch.
- Football Clubs, Rugby Clubs, Cricket Clubs, Fisheries, Golf
Driving Ranges, and Leisure Centres can all be signed.
- Tennis Clubs, Squash Clubs, Badminton Clubs, Golf Clubs can be
signed but only where non-members can play without prior
booking.
Public Houses, Restaurants, Cafes, etc.
It is proposed that these can be signed if the following is
complied with:
- Food is served both at lunch time and during the evening
- Facilities are provided inside to allow children to accompany
parents.
- Adequate parking is provided.
- No traffic management problems will be created.
- Signing is required due to locational problems.
- Advertising should take place to the tourist industry and not
just in the local press.
In urban areas it is logical to assume that members of the
public in search of food will assume the existence of catering
establishments. It will be impossible to sign all establishments
except where generic signing is used.
In rural areas signing will be restricted to point of entry
signs or where the venue is located away from main through
routes.
Shops, Craft Centres, etc.
These can be signed if the following is complied with:
- Where the mix of facilities provides a genuine leisure
experience, such as entertainment, rides, demonstrations, exclusive
environment.
- Where there is evidence of promotion within the tourist
market.
- Where the retail facility is sufficiently unique/exceptional in
regional or national terms.
- Where the majority of customers travel from outside the
area.
Garden Centres
The Government have declared that Garden Centres can no longer
be classed as tourist attractions. Black and White signing will be
considered if there are mitigating traffic management
circumstances.
How to Apply
If after reading these guidelines you feel that your
establishment may qualify for signing, you should download and
complete the Tourism Signing
application form (MS Word, 72KB). We have also produced a
downloadable version of the Tourism
Signing guidance notes (PDF, 41KB).
Return the completed version, with all supporting
literature and appropriate certificates to the appropriate local
Area Highways Office:
Northern Area Office
Area Highways Office
Lyme Green Depot
London Road
Macclesfield
Cheshire SK11 0JX
Phone: 0300 123 5020
Fax: 01260 371020
Email: engjmmacc@cheshireeast.gov.uk
Southern Area Office
Area Highways Office
Brierley Business Centre
Mirion Street, Crewe
Cheshire CW1 2AZ
Tel: 0300 123 5020
Fax: 01270 371158
engcn@cheshireeast.gov.uk
Included with the form should be a
non-returnable fee of £111.60 (including 20% VAT)
for the initial assessment. This should be in the form of a cheque
made payable to Cheshire East Council.
It is therefore in your interests to ensure that you have
carefully followed the guidelines before making a decision to
return the form. If you have any doubts about your application you
should contact your Local Area Highways Office before you
submit.
All costs associated with the design, provision, erection and
future maintenance of tourism signing will be charged to the
applicant but as guidance, a typical example of signing to a venue
consisting of 2 advance signs and a double-sided sign at the
entrance is likely to cost at least £900.00 + 25% future
maintenance cost = Total Price + VAT.
(This is in addition to the £111.60 initial assessment fee).
The final decision for the provision of any signs will
be made by the Council’s area Traffic Engineer.
