More roundabouts than ever before could soon be sponsored in Swansea

More roundabouts than ever before could soon be sponsored in Swansea.

Planning applications have now been submitted for 10 more City and County roundabouts to carry local business advertising.

If planning consent is granted, this would add to the 25 Swansea roundabouts that are already sponsored. Potential highway safety implications will form a key part of the planning process.

Advertising is already in place on roundabouts in locations including Sketty Park, Victoria Road in Gorseinon, the tennis centre, the Liberty Stadium, Cwmbwrla, the Clydach bypass and Penllergaer Business Park.

Locations that could follow suit in the near future include roundabouts close to Tesco in Llansamlet, Asda in Gorseinon and the Landore park and ride site. A number of other roundabouts have also been identified for potential sponsorship, including several in Swansea Vale.

Swansea Council is gradually taking over responsibility for all roundabout sponsorship. The council now controls the sponsorship of eight of the existing 25 sponsored roundabouts, with responsibility for the other 17 due to follow in the autumn of 2017.

Cllr Andrea Lewis, Swansea Council’s Cabinet Member for Next Generation Services, said: “This sponsorship scheme benefits the council, businesses that advertise and residents across the city because the revenue generated helps fund both the maintenance of the roundabouts and our hugely popular wild flowers scheme in summer months, which local ward members also contribute to through their environmental allowances. It offers businesses the chance to have their name on a beautiful landscaped area, filled with vibrant floral displays and seasonal colour that enhances the environment and boosts the spirits of residents and visitors.

“Adopting such a commercial approach is especially important at a time when we’re looking to be as innovative as possible to protect services while making inroads into the major budget deficit we face.

“This is the latest example of the fine work being done by our commercial team to explore opportunities to save money and generate income that will help safeguard council services and jobs.

“Highway safety implications are of paramount importance during the determination of any planning applications of this kind, so consent won’t be granted if risks are identified.”

Other commercial team success stories include an £80,000 environmental tender that was won by a council department for a project at Llys Nini, and the generation of income through parking passes for Swansea City fans at the Landore park and ride site opposite the Liberty Stadium.

The team has also given advice and expertise on the procurement and implementation of energy-efficient LED street lights across the city.