IT is not quite the ‘Hollywood’ symbol the council originally had in mind but it leaves visitors to Blackburn in no doubt about the place they have arrived in.

Blackburn with Darwen Council bosses have unveiled the new welcome sign to bus users using the town’s £5million bus station in Penny Street.

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The design has a pleasing simplicity, reminiscent of the signs often found on Victorian village railways stations, but the town’s traders leader Tony Duckworth thinks council bosses have missed a trick by not including the town’s famous badge on the display.

The large sign has been installed on the new green area to the front of the bus station.

Cllr Phil Riley, Blackburn with Darwen Council regeneration boss, said: “This is a major gateway to the town centre and this sign will give a big welcome to anyone travelling in for shopping, something to eat, or work or business.

“Blackburn has a huge amount to offer visitors and residents and this sign is another reminder that Blackburn town centre has taken leaps and bounds in what it has to offer.”

Contractor Nick Riley, of Landscape Engineering Ltd, Burnley, said: “When we were asked to produce the one metre high letters by the council we thought for one minute we were creating the ‘Hollywood’ of the North.

“This another example of the innovation within the council for enhancing key gateways into the town.

“They will never please everyone but artworks are always a great talking point.”

Mr Duckworth, president of Blackburn and District Chamber of Trade, said: “One hopes people know they are getting off the bus in the town.

“It think they missed out something by not putting the famous Blackburn shield with its ‘Arte et Labore’ inscription famous to residents, visitors and football fans.”

It is part of the gateway improvements to the town centre.

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Each letter has two fixing legs that will be concreted in the ground.

It is the newest addition to, and a signpost to, the regeneration of Blackburn town centre, which includes the award winning market, new bus station and the multi-million pound developments at the Cathedral Quarter.

It follows Blackburn’s triumph at the Great British High Street Awards, where it was awarded the Best British Town Centre award, as well as being crowned ‘Winner of Winners’.