New 'Welcome to Wolverhampton' signs cost taxpayers' £23,000

Twenty-five 'welcome to' signs were dotted at the city earlier this year, featuring landmarks such Molineux, the Grand Theatre, and Banks' Brewery.

Wolverhampton council says the signs increase 'local pride' and could generate income for the authority.

However, they have been criticised by the Liberal Democrats in the city who unearthed the cost using the Freedom of Information Act.

Black Country Lib Dem campaigner Paul Butters said: "This is an extravagant and waste of taxpayers' money. We know we live and we don't need reminding.

"There's enough PR speak elsewhere without having it on our roads."

The signs costs nearly £17,000 and an extra £6,000 in labour costs to put in place.

They were installed in April and include the city’s crest on a royal blue background and feature the words ‘City of Wolverhampton Welcomes You.’

Images of major landmarks were added later in a bid to boost interest in the city's top venues and famous features.

Molineux, home of the city's historic football club, features on the sign along Bridgnorth Road while Wolverhampton's engineering prowess is showcased on the sign by UTC Aerospace in Stafford Road.

To the south of the city, drivers coming in from Wombourne, Kingswinford, Stourbridge, Kidderminster and Worcester are greeted by a picture of Banks's finest ales, which have been brewed in Wolverhampton since 1875, as they come in via the Penn Road.

A short distance away in Warstones Road, a sign features a striking picture of a live performance at the city's Civic Hall, which attracts some of the country's biggest artists, comedians and sporting events.

The image, featuring strobe lighting coming from the stage, is accompanied by the words "Proud home of live music and comedy" and signposts people to the venue's official Twitter profile.

Responding to the Liberal Democrats' inquiries, the Labour-run Wolverhampton council said: "The new signage offers the potential of generating advertising revenue by changing the bottom panels.

"At present, however, the plan is to improve the signage and improve perceptions of the city, increasing local pride. In the medium-term, sponsorship offers the opportunity to cover the costs of the signage and indeed we have had many requests from local advertisers keen to progress this."

Tory councillor Udey Singh, who represents the Tettenhall Regis ward, said earlier this year: "Some of the signs are not highly visible, but anything to raise the profile of this city the Conservatives always welcome.

"Me personally I am always looking for businesses to invest here. I am conscious Brexit talks are underway and we want to attract as much investment into the city and make this city vibrant once more."