An application to display an advertisement sign outside Harpenden House Hotel has been refused.
Fairview New Homes submitted the application to St Albans District Council in May to display a non-illuminated free standing sign.
The council refused the application this week because the dimensions of the signage given in the drawn details and set out in the completed application form were inconsistent, making the application unclear.
The effect on the character and appearance of the street scene and the conservation area were also cited in the refusal document.
Fairview Homes held a three day consultation revealing potential plans for the Grade II* listed building last month, which could be turned into around 30 new "high quality homes".