PLANS to bring the branding of Funworld Amusements in Swanage under one roof have hit a snag as planning officers refused plans for an illuminated sign.

J. Holland and Sons purchased the amusement park on Shore Road in 2023, and the new owners have already replaced many of the signs on the building.

The company recently submitted plans to replace the last remaining fascia signs above the covered walkway/veranda on the north and east elevations and to remove the cartoon-style Funworld signs, with the sign on the north side only to be illuminated.

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The 4.3m x 1.4m sign would have been finished in blue and yellow to match the new-look signs and would have been illuminated when the arcade is open for business.

Dorset Council rejected the plans on December 11, raising concerns the illuminated sign would result in light pollution.

The refusal read: “The proposed ‘funworld’ sign, by way of the newly introduced illumination on the side (north) elevation at a higher level than existing fascia signs (illuminated and nonilluminated), will result in unnecessary and harmful visual light intrusion and clutter on the building to the detriment of the visual quality of the Dorset National Landscape.

“It will also fail to conserve or enhance the visual amenity of Swanage Conservation Area, causing less than substantial harm to the designated heritage asset, with no public benefit identified that would outweigh the level harm caused.”

On behalf of the applicant, agent Salmon Planning Company said the area near the proposed new signs is already lit up by street lighting and festoon lighting along Shore Road, with nearby Mowlem Theatre and Harlees restaurant also externally lit, along with the various shops in Station Road and Institute Road.

To view the plans, search P/ADV/2024/06115 on the planning section of Dorset Council’s website.