Decision details

Advertising Lease Bobby Moore Bridge – seeking support to award a lease for advertising on the parapets of the bridge as opposed to the walls of the subway enabling the heritage tile murals to be placed back on public display.

Cabinet NOTED the comments made by Philip Grant (local resident) in support of a petition containing 114 signatures requesting that the Council, in considering the decision on award of the advertising lease for the Bobby Moore Bridge, consider the option in awarding the lease that would only allow advertising on the parapets of the bridge rather than walls of the subway to enable the heritage tile murals on the subway walls to be returned to public display.  In referring to the decision due to be made on the new advertising lease, Mr Grant advised of a presentation he had submitted (which it was confirmed had been circulated to all members of Cabinet in advance of the meeting) detailing why the petitioners felt the murals deserved to put back on permanent display.  In detailing the historical context to the commissioning of the original artwork, which had been designed to celebrate Wembley’s iconic and important role as a major sporting and entertainment venue, it was pointed out that a majority of the murals had not been on display since 2013 with the Wembley History Society having been involved in a campaign to support them being reinstated to public view since 2018.  This campaign had resulted in the football mural, with its plaque celebrating the World Cup victory, as unveiled by Bobby Moore’s widow in 1993, being uncovered for display the following year with a further three murals placed back on temporary display at the start of Brent’s year as London Borough of Culture with the Council, he pointed out, having acknowledged the tiles as part of Brent’s rich heritage.  These scenes, located just outside the subway, had subsequently been placed back on permanent display by Quintain in August 2022.

Whilst recognising that the tile murals were not subject to formal legal protection, Mr Grant felt that they should nevertheless be regarded as an important heritage asset, with historic and cultural merit with the petitioners therefore commending Option A, in relation to award of the advertising lease, as a means of ensuring all residents and visitors to the area would have an opportunity to enjoy the murals as originally intended.

In highlighting Brent’s commitment in seeking to value heritage assets, the opportunity was also taken to remind members about the contribution of £17.8m Community Infrastructure Levy (CIL) funding to support the improvements that had been made to Olympic Way, undertaken through Quintain.  These had included the installation of lighting designed for the subway (recognised as an important safety requirement) based on LED advertising panels which, it was pointed out, may need to be removed once the current lease expired.  In considering potential alternative lighting options the use of reflected lights using the existing ceramic tiles was highlighted as a possible way of providing a more energy efficient solution.

Referring to the social value benefits identified within the Cabinet report due to be considered on award of the advertising lease, it was felt important to recognise these would need to be provided by the supplier under the new lease regardless of the final option selected.  Whilst Option B would provide a higher financial return, it was pointed out that Option A would still guaranteethe Council a minimum rent in excess of £90k with the overall financial difference felt to represent less than the cultural, social, educational and heritage value of putting all the murals back on public display.  On this basis Mr Grant ended by urging Cabinet to support the petition and approve Option A as the basis of the advertising lease to be awarded.

In response, Councillor Muhammed Butt (as Leader of the Council), thanked Philip Grant for attending Cabinet in order to ensure the views of those supporting the petition were represented as part of the process in considering the final award of the advertising lease.  Councillor Donnell-Jackson (as Cabinet Member for Resident Services & Culture) also took the opportunity to thank Philip Grant, welcoming the care he continued to demonstrate for the borough’s heritage.