The Stroud Hotel signage plans refused by SDC

Owners behind The Imperial Hotel - which has been renamed The Stroud Hotel - recently submitted an application to Stroud District Council. 

Plans included installing several planters, projection signs, two menu boxes, a coffee hatch and pergola for an outside seating area. 

However, the scheme has been rejected by SDC, who called it a "poor design" that would “detract from the character and of the host building.” 

The iconic 19th-century hotel and restaurant is currently undergoing renovations, which began in March this year, to return the building back to its former glory.

It was previously announced The Stroud Hotel is due to launch in Autumn 2023. 

Proposed signage for The Stroud Hotel which was refused by Stroud District Council - image by Collective Design / The Stroud Hotel (Image: Collective Design / The Stroud Hotel)

The case officer’s review reads: “The Imperial Hotel is a highly significant building, and its solid dignity is part of its special interest.

“Any structures in the position of the proposed pergola and servery would inevitably diminish the architectural impact of the listed building, but those currently proposed would be particularly detrimental. 

“Being of a rustic timber construction, the pergola and servery would be a poor contrast to the august detailing and fine build quality of the hotel. 

“The proposals to soften them with fake plants would not mitigate their detrimental appearance, nor would time improve the situation. 

“The special interest of the listed building would be significantly harmed by this development in its setting. 

“By extrapolation, the character and appearance of the conservation areas would be similarly harmed, as, to a degree, would the special interest of the station buildings.

“The development proposed is not necessary as enabling development for the building to come into use and will not hinder the function of the hotel.

“Overall the proposal is of a poor design and form that would detract from the character and from of the host building and therefore appear discordant within the street scene at this prominent juncture of Stroud town centre.”

The old Imperial Hotel sign - photo by Collective Design / The Stroud Hotel (Image: Collective Design / The Stroud Hotel)

The Imperial Hotel was built in 1863 by Stroud architect Benjamin Becknall, who also worked on Woodchester Mansion.

Many famous people have visited the hotel, including the Beatles and Queen Elizabeth II, who was then Princess Elizabeth, in 1950 as part of a tour of Stroud.

The hotel, which was formerly a Thai restaurant, shut down in May 2020 and has remained closed ever since.

The iconic building was listed as grade II last year as part of the Queen's Platinum Jubilee celebrations.

Renovation work started earlier this year in March (Image: Newsquest)