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1、WHITE ON BROWN TOURIST TRAFFIC SIGNAGEIN LONDON Guidance for Traffic Authorities and Tourist AttractionsLondon Development AgencyMay 2007INTRODUCTIONThe London Development Agency (LDA) has undertaken a review of the policies and procedures surrounding white on brown tourist traffic signs in London.F
2、ollowing research carried out with traffic authorities, attractions and tourism officers this guidance document has been drawn up to assist attractions and traffic authorities with the application process for white on brown tourist traffic signs.This guidance document contains the following sections
3、:-Section 1:Traffic Signs to tourist attractions and facilities on local roads in London - Guidance for authorities and applicantsSection 2:Eligibility Assessment Matrix (EAM)Section 3:Summary of application procedureSection 4:Worked examples of how the process may be applied in practice1.Traffic Si
4、gns to tourist attractions and facilities on local roads in London Guidance for applicants and traffic authorities1.1IntroductionThis document has been drawn up following research commissioned by the London Development Agency which highlighted the need for more clarity and consistency regarding traf
5、fic signs to tourist attractions and facilities in London. Although signage policies throughout the capital aim to keep non-statutory signage to a minimum, it is recognised that in some cases visitors (including those with disabilities) will need to drive to an attraction and, where this is so, appr
6、opriate directional signage for motorists may be necessary.Signing should provide high quality directional information both to and from a destination and be accurate, consistent and well designed. Good signage reduces driver confusion and stress and helps minimise congestion by encouraging drivers t
7、o select the most appropriate route. By providing good general directional signage that identifies local areas (white and green signs), drivers should be able to find their way to the general area near any tourist destination. Additional signs may then be required to direct visitors to the car park
8、entrance of the venue if it is difficult to find.It is important to emphasise that signage must be for directional purposes, intended to help visitors who are already en route for an attraction or destination to undertake the final stages of their journey efficiently. White on brown signs are emphat
9、ically not for raising awareness of an attraction to potential visitors who may be passing. Therefore operators should not rely solely on road signage to guide people to their destination. Promotional material such as brochures, leaflets and websites must provide adequate directions. The aim of this
10、 document is to provide a reference framework for local authority traffic officers in London who receive applications for white on brown signs, and to help guide applicants through the process. It is designed as a template for local signage policies in those London Boroughs where there is no current
11、 documented guidance and may be tailored to the specific requirements of individual boroughs. 1.2White on brown tourist signs in London overview1.2.1 ResponsibilitiesRoads in London are governed by three different bodies. Motorways and Trunk Roads fall under the jurisdiction of the Highways Agency.
12、Transport for London is responsible for the Transport for London Route Network (TLRN) made up predominantly of Primary Routes. All other roads are covered by the relevant local authority. A map of TLRN can be downloaded from tfl.gov.uk/streets/map_overview.shtml 1.2.2Existing GuidanceThe guidance do
13、cument covering tourist traffic signs in London is Tourist Traffic Signs Inside The M25, issued by the Government Offices for Eastern Region, London, the South East and the Highways Agency in 1997. It is available for download from :/ gos.gov.uk/gol/transport/161558/228862/228906 .While this guidanc
14、e is still in effect for motorways, it has been superseded for primary routes (now TLRN) by guidance issued by TfL Surface Transport in 2007 entitled Trafficsign guidance for commercial and tourist destinations, Transport for London, June 2007, which is available from Peter Carroll at TfL, peter.car
15、rolltfl.gov.uk Tourist Traffic Signs Inside the M25 does not give specific details regarding criteria for other routes, i.e. those under the jurisdiction of the local authorities. It states that signs may be granted to qualifying destinations in accordance with local signing strategy. This document
16、now provides detailed guidance on qualification for roads under local authority jurisdiction, whilst remaining consistent with the guidance contained in Tourist Traffic Signs Inside The M25. Tourist Traffic Signs Inside The M25 divides London into three areas for the purposes of tourist traffic sign
17、age:-1. “Central London: Consisting of the City of London, parts of the City of Westminster and the boroughs of Camden, Lambeth and Southwark within the Inner Ring Road. (The Inner Ring Road is most easily identified as the boundaries of the original congestion charge zone The CCZ was extended westw
18、ards on 19th February 2007 to include more of Westminster and parts of Kensington and Chelsea. The extended zone will still fall into Inner London for the purposes of WOB tourist signs, although in practice it is unlikely that permission for signs would be granted given the local signage policies of
19、 the boroughs concerned. .)2. “Inner London: Consisting of the City of Westminster and the Boroughs of Camden, Greenwich, Hackney, Hammersmith & Fulham, Haringey, Islington, Kensington & Chelsea, Lambeth, Lewisham, Southwark, Tower Hamlets and Wandsworth.3. “Outer London: All other boroughs outside
20、Inner London and within the M25.Tourist Traffic Signs Inside The M25 states that: Primary Routes and other roads in Central London and in any other sensitive areas so designated within a local signing strategy should be granted pedestrian signing only; it is Government policy not to encourage the us
21、e of the car into or across Central London, where public transport is good and there is no car parking at any of the major attractions. That is, no tourist traffic signing should be allowed within Central London (i.e. within the congestion charge zone).It also states that: within Inner London, pedes
22、trian signing from public transport facilities and suitable car parks would be the preferred approach. That is, only in exceptional cases will tourist traffic signs to attractions be approved in Inner London. 1.2.3Statutory documentsWhite on brown directional signs are traffic signs and must comply
23、with The Traffic Signs Regulations and General Directions (TSRGD) and the guidance for its use. These regulations refer to the technical specifications for signs e.g. size and format of signs once agreed in principle rather than signage policy. TSRGD is available from :/ opsi.gov.uk/SI/si2002/200231
24、13.htm . Signs should also comply with the design guidance given in chapter 7 of the Traffic Signs Manual, available from :/ dft.gov.uk/stellent/groups/dft_control/documents/contentservertemplate/dft_index.hcst?n=14633&l=2 .1.2.4Definition of a tourist attractionWhite on brown signs are only availab
25、le to visitor attractions, facilities and destinations. Facilities such as retail centres and garden centres would be signed using general directional signs (e.g. black on white) as per the local strategy.During the recent revision of TSRGD the statutory definition concerning tourist signing has bee
26、n amended, and the following definition of a tourist destination is based on that used in this guidance As stipulated in Traffic Signs to Tourist Attractions and Facilities in England (2004):A tourist destination means a permanently established attraction or facility which:(a) attracts or is used by
27、 visitors to an area; and(b) is open to the public without prior booking during its normal opening hours.Tourist attractions normally include visitor centres, theme parks, historic buildings, museums, zoos, parks and gardens, natural attractions (such as nature reserves, beaches and viewpoints), are
28、as of special interest, country tours, tourist routes, sports centres, concert venues, theatres and cinemas.Tourist facilities normally include hotels, guesthouses, bed & breakfast establishments, public houses, restaurants, holiday parks, touring and camping parks, picnic sites and Tourist Informat
29、ion Centres.However, as stipulated in Tourist Traffic Signs Inside the M25, signing to hotels, other accommodation, restaurants, pubs and retail establishments is not recommended. The probable rationale for this is because of the vast number of such businesses in London. In London, TfL also excludes
30、 cinemas, theatres, local sports centres and concert venues. Religious establishments will not be signed unless of an exceptional nature.These are not exhaustive lists and exceptions, but give a broad indication of the types of establishment in each category.1.3Qualification criteria for signage to
31、tourist destinationsRecognised tourist attractions must fulfil additional criteria in order to qualify for white on brown signs. These guidelines (and the appended Eligibility Assessment Matrix) aim to provide a frame of reference for those involved in decision making. The following criteria should
32、be used to determine suitability for tourist traffic signage and used in conjunction with the Eligibility Assessment Matrix attached. A sliding scale has been recommended to allow for flexibility.Applicants should appreciate that eligibility for tourist signs does not guarantee entitlement to their
33、provision. For example, there may not be room for more signs or the routeing of additional traffic along certain roads may be inconsistent with traffic policy.Applicants should provide all the necessary information to illustrate how they meet each set of criteria. Traffic officers may consult with l
34、ocal tourism officers or the relevant LDA sub-regional tourism manager to verify information. 1.3.1Elimination CriteriaApplications from attractions which fall into any of the following categories will NOT be eligible:1. located in Central London;2. no specified off-road parking facilities at the at
35、traction;3. no information provided to visitors (e.g. on promotional leaflets, website) on alternative means of access and clear directions for motorists; or4. not a signatory to the Visit Britain “National Code of Practice for Tourist Attractions This charter is currently being drawn up and is due
36、to be released in July 20074 This figure is based on an attraction being open for all weekends and bank holidays during a 7 month season and every day during July and August.5. Open for less than 120 days a year4Further details of the elimination criteria and the rationale behind them are found in F
37、igure 1.1 below.Figure 1.1Elimination CriteriaCriteriaRationaleLocated in Central LondonAccording to policy outlined in Traffic signs within the M25, attractions within Central London (see 1.2.2 for definition) will not be signed with white on brown traffic signs.No off-road parkingVisitors arriving
38、 by car will be the sole users of tourist traffic signs and as such attractions must offer parking to accommodate them.No access information provided to visitorsTourist traffic signage is a last resort so effort must be made by the attraction to exhaust all other means of directing visitors includin
39、g maps and directions on websites, brochures etc.Not a signatory to Visitor CharterAttractions which receive signage must be of a certain quality standard, in line with government policy to encourage improved quality of the tourist product. Open for less than 120 days a yearAttractions that are not
40、open for a significant part of the year will not generate a regular flow of visitors. Short term attractions should consider temporary signage if necessary.1.3.2 Priority CriteriaApplications which pass the elimination criteria stage should be assessed according to the priority criteria. These are t
41、he key factors to be used in determining whether an application is successful or not. Applications which score very highly according to the priority criteria are likely to be approved without need for further assessment. Similarly, applications which receive a very low score at this stage are likely
42、 to be turned down without further assessment. The priority criteria are:-1. Location of attraction2. Visitor Numbers3. Off road parking facilities4. Existing Signage5. Complexity of road systems around the attractionFurther details of the priority criteria, the rationale behind them and scoring sug
43、gestions are found in Figure 1.2 below.Figure 1.2Priority CriteriaCriteriaRationaleScoring suggestionsLocation of attractionAs outlined in section 1.2.2, for attractions in Inner London, the preference is for pedestrian signage from tube / rail stations although in exceptional circumstances signage
44、will be approved.Low score Located in Inner LondonHigh score Located in Outer LondonVisitor numbersAttractions with a higher number of visitors are likely to have more arriving by car. They are also likely to be higher profile and of more than local importance. The median no of visitors to attractio
45、ns in London is 24,000.Low score 5,000 to 20,000Medium score 20,000 to 40,000High score over 40,000Off road parking facilitiesVisitors arriving by car will be the sole users of tourist traffic signs and as such attractions must offer parking to accommodate them. Low score 5 to 20 parking spacesMediu
46、m score 20 to 40 spacesHigh Score 40 or more(These scores based on median visitor numbers An attraction with the median 24,000 visitors would require in the order of 20 car parking spaces based on average peak day attendance, group size, proportion arriving by alternative means of access and length
47、of stay. Parking scores need to be related to visitor numbers.)Existing signageVisitors should be encouraged to use existing directional signage in order to reach an attraction.Low score existing signage is in place which can lead visitors to the attractionHigh score existing signage does not serve
48、the attraction adequately or the attraction is located away from the town / village of same name Complexity of road systemsSometimes road systems are difficult to navigate for first time visitors and lack of correct signage may cause safety issues.Low score simple road system with attraction in obvious locationHigh score complex road system (eg one way system, narrow