The US restaurant chain has had a bumpy time since coming to Liverpool
The Hooters signs being taken down on Water Street.(Pic Andrew Teebay).(Image: Andrew Teebay Liverpool Echo)
The removal of massive orange signs outside Hooters restaurant in Liverpool city centre has closed a chapter on what has been a controversial start to life in the North West. Much was made of the US-chain choosing the city for its second venue in England having opened its first site in Nottingham in 1998.
There was considerable public outcry in November 2022 when the doors first opened at the former Newz Bar on Water Street. Then Mayor of Liverpool Joanne Anderson hit out at the plans, criticising Hooters’ “infamous sexually objectifying and misogynistic environment” while Emily Spurrell, Merseyside Police and Crime Commissioner, said the venue would “undermine our efforts to tackle misogyny and the objectification of women”.
However it is the row over two large illuminated signs outside the building that has dogged the business ever since. The row first ignited in October 2022 just before the restaurant’s opening a month later.
While the city’s licensing committee was happy to grant permission for the new venue to operate, the local authority’s planning body was not keen on two large neon orange signs to be placed outside New Zealand House. As such, planning permission for those was rejected. However, this didn’t stop the business which put the signs up anyway.
Hooters on Water Street is the world’s biggest (Image: Liverpool ECHO)
An appeal to retain the signs was also thrown out by the planning inspectorate. Officials said there was “no public benefit that could outweigh the harm identified” by the signage.
In her decision, inspector Sarah Colebourne said the main issue in the appeal was the effect of the proposed advertisements on amenity. Ms Colebourne said given the site was located within the Castle Street conservation area, significance was drawn from it being “at the heart of Liverpool’s traditional commercial centre in the Victorian and Edwardian eras”.
Further efforts were made to retain the brand iconography outside the business, with permission for slightly smaller signs which were also knocked back by Liverpool Council in August 2023. The business was given 14 days to take the signs down or face prosecution.
Ultimately the row concluded in a court room with magistrates fining Beauvoir Developments – and its director Rachel Tansey – £1,500 with a victim surcharge of £1,200. She was ordered to pay costs of £3,505.
The business has had a mixed reception both before and after opening its doors to punters. Days before its grand opening almost three years ago, a complaint was lodged by neighbouring businesses at Oriel Chambers who complained about noise coming from an extractor at the back of New Zealand House.
The Hooters sign being taken down on Water Street.(Pic Andrew Teebay).(Image: Andrew Teebay Liverpool Echo)
In January this year, it was confirmed Beauvoir Developments had collapsed into administration. This led to a new firm – New Zealand Leisure Ltd – taking over the city centre venue.
It had been thought that the signs would be taken down by the end of April amid warning from Liverpool Council to the new operator. Further attempts were made to bring the illuminations down in June but high winds meant scaffolding put up outside Water Street had to be removed before work could get going.
Now, after almost three years, the signs have been taken down. The ECHO understands New Zealand Leisure intends to replace the signage with new vinyls in the window but have been warned to secure relevant planning permission before proceeding with any work.
Liverpool Council officers were on site to assess progress and confirm work has been completed.