The application site is located within the High Leicestershire Area of Particularly Attractive Countryside and also the Barkby and Barkby Thorpe Conservation Area as defined in the Borough of Charnwood Local Plan. The cricket ground is prominently located at the junction of Thorpe Lane and Beeby Road which forms part of a wider parkland setting within the Conservation Area. It is the opinion of the local planning authority that the proposed signs, by reason of their number, design and siting, would appear as unduly incongruous and conspicuous urbanising features within the otherwise open and undeveloped rural landscape. The local planning authority considers, therefore, that the signage would be detrimental to visual amenity and their display would be contrary to the provisions of national policy as expressed in the National Planning Policy Framework.