RESIDENTS of a town in Cornwall went apoplectic when three signs went up advertising “new apartments coming soon” before planning permission has even been granted.

The move by developer Churchill Living has antagonised many people living in Penzance who are already opposed to the company’s bid to build 56 flats near the seafront.

Churchill has applied to build the homes for over-60s on the site of a former Lidl store in the Wherrytown area of the town. The proposal is for the comprehensive redevelopment of the vacant site off Western Promenade Road, next to the Larrigan River, with construction of a four-storey apartment building with one and two bedroom flats and six retirement cottages, together with associated communal facilities, vehicular access, car parking for 20 vehicles and landscaping.

The Environment Agency has objected to the development on the grounds of flood risk, as did a meeting of Penzance Town Council’s planning committee last month. The council also objected due to the proposal’s scale, massing, density and height, which the committee said was “of a poor-quality design and represents a contrived form of development”.

There are 80 public comments on Cornwall Council’s planning portal, all against the proposal. They highlight a range of concerns but the majority are worried about possible flooding and the size of the development which opponents believe is unsuitable for that part of Penzance, which features a boating lake and rugby ground.

This week “coming soon” hoardings went up despite the fact that Churchill’s planning application has a determination date of September 18. There is every chance the development could be refused.

After contacting Churchill asking why it had erected the huge signs and the company responding, the advertising hoardings have since been were removed. The company has now apologised for what it describes as an error.

Penzance resident Julian Sincock, who is one of those who have opposed the scheme on Cornwall Council’s planning portal, said of the signs: “This is so disingenuous as the decision is still with Cornwall Council. This has caused significant issues within the community with immediate concerns being voiced about the credibility of Churchill Living.

“This development is highly contentious, with a significant amount of local engagement already completed since mid-March of this year. There are over 80 detailed public comments opposing such a development. Putting such misleading information in such a prominent position will unfortunately have a negative effect on the reputation of Churchill Living.”

Cllr Jim McKenna, who represents the Penzance Promenade division at Cornwall Council, was also aghast at the move. He said: “On Tuesday, Churchill Living installed two large marketing signs on the external fence of the former Lidl site at Wherrytown with the message ‘new apartments coming soon’; they have now accepted that it was the wrong thing to do.

“Throughout what has become a fairly tortuous planning process, Churchill have shown scant regard for the views of local residents and also seem to want to ignore the Environment Agency’s view that the site is wholly unsuitable for residential development because its high risk of flooding.

“Their planning application is not scheduled to be determined until September 18, but they seem to be assuming that an approval is a foregone conclusion… this is absolutely NOT the case. I am absolutely opposed to the proposal and should the need arise I will refer it to the west sub-area planning committee for a decision.”

A Churchill spokesperson said: “We are hoping to regenerate this disused brownfield site to create new specialist housing for the over-60s, providing options for older people who want to maintain their independence whilst enjoying the safety, support and social life that comes with being part of a Churchill Living community.

“Our signage simply seeks to draw this to local people’s attention. However, the words ‘subject to planning permission’ should have been included on the sign at this stage. We apologise for this error and we are taking action to rectify it as soon as possible.”