Brown Signs

Anne Marie Morris Excerpts

Wednesday 27th April 2011 Westminster Hall

[Julian Smith]

I am sure that travellers down the A1 would visit Yorkshire first, before Lincoln, but my hon. Friend makes a very good point.

[Anne Marie Morris (Newton Abbot) (Con)]

I rise to express my concern that this problem exists not just in rural areas but in coastal towns. If someone were travelling along the A380, they would not know that Newton Abbot, my constituency, existed. Brown signs to highlight the cattle market in St Leonard’s tower would be welcome, but they are notable by their absence.

[Julian Smith]

My hon. Friend makes an excellent point, and again, as long as tourists come through Yorkshire first, I am sure that the Minister will encourage them towards the coasts.

The town of Masham in my constituency has lost six directional signs off the A1(M) and is desperately trying to get a brown sign to replace them. This is a stunning part of the world, with Wallace and Gromit, Wensleydale cheese, James Herriot and the Black Sheep and Theakston’s breweries, together with many small inns, hotels and bed and breakfasts.

Local tourism relies largely on the traffic coming from the A1—the soon to be A1(M). Flo Grainger, who leads the “Keep Masham on the Map” campaign and runs the Old Station café, has described the double whammy that businesses in the area have received from both the recession and the Highways Agency policy on brown signs. We have been told time and again that it is just not possible to have a sign for a market town without that town having a specific tourism site that will attract 200,000 visitors a year or 40,000 in a given month. It is not even possible to have a brown sign denoting a well-known area—a generic label—such as the Yorkshire dales or Wensleydale, and yet recent visitor surveys by Welcome to Yorkshire have shown that the top concern of visitors to my constituency, and to north Yorkshire as a whole, is the lack of good signage.

My first question to the Minister is a specific one. Why has the upgrade of the A1(M) forced so many businesses to chase the Highways Agency for clarity on such a vital aspect of their business? Why am I, as their MP, having to hassle the Highways Agency to support the micro-businesses creating the jobs and wealth that we desperately need? The machinery of the Highways Agency and the regulations under which it operates do not seem to be on the same wavelength as the reality on the ground. The A1 upgrade has raised lots of questions about Whitehall’s responsiveness to small business and the Government’s policy on brown signs.

There are some positive indicators. A recent Department for Culture, Media and Sport tourism policy paper stated that brown signs had come in for a lot of criticism and that the Highways Agency would be asked to work much more closely with the Minister with responsibility for tourism to consider how they can be improved. I urge my hon. Friend the Minister to ensure that he works closely with the Tourism Minister on the issue.

Fundamental issues are at stake. Yet again, Labour’s decade of disrespect for the countryside is being demonstrated. Why are rural areas—and, as my hon. Friend the Member for Newton Abbot (Anne Marie Morris) said, coastal areas—subject to the same visitor number rules as our country’s major towns and cities? Many tourism attractions in north Yorkshire and the other English rural areas represented by my colleagues here cannot attract a footfall of 200,000 a year or 40,000 in a given month. We must relax the rules and make special exemptions for rural areas. Why cannot our major market towns or areas such as the Yorkshire dales be given signs if they can attract good aggregate visitor numbers? Why can they not be recognised as areas of note? Not every pub or village should get a brown sign, but more judgment should be used for our rural areas. Rural England has lots of quirky, small visitor attractions that will never draw enough visitors for a brown sign, whatever the rules are, but if we could help them with brown signs to the general destination, it would make a major difference.

Brown signs should be seen as an opportunity to draw visitors to an area. A recent letter to me from a Liberal Democrat Minister in the Department for Transport said that brown signs

“should only be used where they will benefit road users, particularly those seeking a pre-selected destination that might require additional guidance in the latter stages of their journey.”

I believe that we should change the raison d’être of brown signs. Between 11% and 16% of visitors to rural areas decide what to do based on chance rather than deciding before they leave home. Seducing people to our major tourist areas should surely be part of the review of how and why we use brown signs. Brown signs should be the passionate signposts to England’s green and pleasant land.

The question of how the Highways Agency treats businesses needs addressing. I urge the Minister to set up a much clearer structure within the Highways Agency that involves individuals who understand business and will ensure that applications for brown signs are much shorter, sharper and swifter. The Treasury should also be involved. Tourist businesses are open about the fact that brown signs have value. Relaxing the rules a bit would provide an opportunity for a little income. While our economy remains in intensive care, we need to work with every industry to take immediate action to help. Better brown sign policy would make a difference to the tourist industry.

Will the Minister ask the Highways Agency to address the concerns of my constituents in Ripon, Masham and beyond? Will he ensure that visitor number targets for brown signs are lowered in rural areas? Will he consider relaxing the regulations, opening them up to include general areas of note and taking a more discretionary approach to the rules on brown signs? Brown signs are a practical and low-cost way for the Department for Transport to assist the Government’s growth agenda. I hope that the Minister can assure me that brown signs will be at the top of his in-tray before the summer recess, and that soon thereafter he will join me in Masham for a pint of Theakston or Black Sheep bitter.