BACKWestbury Town Council Case Study- Data Capture and Speed Signs
16th February 2026
Westbury Town Council Case Study- Data Capture and Speed Signs
Westbury Town Council is committed to maintaining safe and welcoming roads for residents and visitors alike. With traffic volumes increasing year on year, the Council sought a proactive way to encourage safer driving behaviour while also gaining a clearer picture of how vehicles move through the town. By introducing vehicle activated speed signage at key locations, Westbury has been able to support its wider road safety with a clear data insight.
The Problem
Like many historic towns, Westbury’s layout present unique challenges when it comes to traffic management. Certain areas experience higher traffic speeds, particularly at key entry points, yet traditional enforcement methods are not always suitable or practical in those locations. The Council needed a solution that could act as a visible reminder to drivers, helping to reinforce speed limits while also providing reliable data on vehicle speeds and traffic volumes over time.
What we did…
To meet these requirements, Westbury Town Council installed a combination of Smiley Activated Message (SAM) and Speed Indicator Device (SID) Vehicle Activated Signs at points around the town. Three units were positioned permanently at main gateways into Westbury, with a fourth used flexibly to respond to emerging areas of concern. The signs provide an immediate visual prompt to drivers, encouraging speed awareness, while also recording detailed information such as vehicle speeds, activation times, and traffic numbers.
Designed with long-term use in mind, the units support solar power and battery operation, making them well suited to a variety of locations and helping to ensure consistent performance throughout the year.
From installation through to ongoing use, Messagemaker worked closely with Westbury Town Council to ensure the signs met both practical and operational needs. Over the years, the units have proven reliable, straightforward to operate, and easy to maintain. The aftercare and support provided have enabled the Town Council to get the most from the technology, ensuring the signs continue to deliver value long after installation.
“The machines are easy to maintain and operate they give a wide range of information that can be put in to report form which is easily read as well as being not so simple or complicated that what you are looking for is lost.”
“”We have had four units for five years and they have proved reliable and effective. Although the initial outlay was considerable the longevity of the units helps to justify the costs as they are still working and looking the same as the day they were installed.“
– Andrew Thomas, Westbury Town Council
The Outcome
The vehicle activated signs have become a valuable tool for Westbury Town Council. While the data has shown that overall speeding levels are generally low, the signs have played an important role in reinforcing speed limits and visibly encouraging drivers to slow down when activated.
In addition, the long-term traffic data collected has given the Town Council clear insight into changing traffic patterns, with recorded vehicle numbers increasing significantly over the past five years.
By combining driver awareness with robust traffic data, Westbury Town Council now has a clearer understanding of road use across the town, supporting informed decision making and future planning all while promoting safer driving behaviour for the community.
“Andrew first contacted Messagemaker Displays via our webchat service to enquire about multiple vehicle-activated speed signs for Westbury Town Council, as part of a funding application. This led to extensive correspondence, with detailed discussions around data capture and retrieval options, as well as placement recommendations for one particularly challenging location.”
“Andrew also made an excellent suggestion to allow the solar panel to be unplugged from the rear of the sign a feature that has since been adopted as standard across all our vehicle-activated speed signs. It was a pleasure to work so collaboratively with Andrew on this project.”
– Neil Jones, Business Development Manager
