HIGHWAYS chiefs are backing calls for a permanent speed warning sign at West Bay Road in Bridport.

Their support comes after a week-long survey clocked more than 5,000 cars exceeding the 30mph limit - some were doing more than 55mph.

Now the county council is being urged to find the money for an electronic 'slow down' sign.

But it won't be the prettiest thing in the world, town councillors were warned.

Members of the highways and transportation sub-committee were told that the sign would have both solar panels and a wind turbine on top to provide power.

It would sited on the approach to the resort and flash a 'slow down' reminder at motorists who were going too fast.

Chairman Martin Ray said it looked a bit obtrusive, but Coun Maggie Ray said it was very 'green'. Surveyor Daryl Chamber said it would be sited near the Meadowlands housing estate, backing on to someone's garage so no one would have to look at it.

He said the vehicle-activated sign only flashed to advise drivers of the limit along that stretch of road - unlike a Speed Indicator Device (SID) which told them exactly how fast they were going.

He said this type of sign had been ruled out as a permanent fixture because some 'kids' drove at it as fast as they could to see how high they could get the reading.

"And that's the last thing we want there," he said.

Among groups who have been campaigning for speed warning signs on West Bay Road was the Older People's Forum.

In a letter urging town council support, group leader Monica Burt said the sign would be an added safety measure in the summer holidays when many old and new visitors would be in the area.

She added: "As the speed restriction on Sea Road is 40mph it is easy to miss the added restriction when leaving the roundabout at The Crown and a reminder is often helpful.

"It is very easy to speed in West Bay Road."