Published on 14th March 2014


Cheltenham town centre is to benefit from new pedestrian signage that will make understanding directions and destinations much easier.

Work begins on Monday 17 March on foundations for the new signs and to start removing the existing pigeon-topped signage. The work is scheduled to be completed by the end of the month.

The new ‘wayfinding’ project will see both finger-post signage and simple maps with clear graphics. As well as showing pedestrian routes, the mapping will also identify bus and strategic cycle routes.

The aim is to help tourists and encourage more people to walk, cycle and take buses to and from the town centre, which is hoped in turn, will bolster the town centre economy.

Wilf Tomaney, townscape manager, says: “The new signage includes simple mapping and finger posts and is based on similar systems used in a number of other historic towns and cities, including Durham, Cambridge, Oxford, Bristol and London. The suite of elements has been tested on disability groups and found to be successful in terms of legibility. It is intended that anti-pigeon wire will be fixed in appropriate locations. The mapping and an associated key will lead to better understanding of what facilities are available and where.”

Councillor Andrew McKinlay, cabinet member for built environment, says: “This approach to signing is an effective way of helping pedestrians find their way around towns. The new signs will be much more user friendly, and will also benefit the wider community. It is by far the most cost-effective intervention which local authorities can make to bolster their town centres.”

The project has been developed through a working group which includes members from Cheltenham Borough Council, Gloucestershire County Council, and interest groups representing Chamber of Commerce, traders and walking groups.

£115,000 funding has been secured through the County Council's Local Sustainable Transport Fund (LSTF) which has enabled the implementation of phase one. Phase one will see new signage put up throughout the town centre, including the Promenade and High Street.


For press enquiries contact: Laura Carter, communications officer, telephone 01242 264154, email [email protected]. Visuals of the new signage are available on request. Please contact Laura Carter on 01242 264154.

The project aims to help deliver the LSTF objectives to increase walking, cycling and bus travel to and from the town centre as well as the Cheltenham Development Task Force objective to bolster the town centre economy.
The existing signage is considered:

•    difficult to read with gold lettering on black background, compounded by the height of many signs
•    insufficiently clear in terms of direction
•    difficult to change when destinations alter
•    lacking in information about the destinations.

The project is likely to have three phases with funding yet to be found for the next two phases.