It's a strange place, is Beverley.....

Most towns you have heard of achieve their recognition due to their sporting teams.
Usually this takes the form of football or rugby.
In Beverley's case, however, the sporting prowess came via the 1970's TV show "It's a Knockout". Along with Swanage and Cwmbran, Beverley seemed to be on every other week.
I think they may even have qualified for the International version, representing GB in "Jeux Sans Frontièrs".

Being within the catchment area of Kingston upon Hull, Beverley is connected to the local, independent telecommunications service that Hull has always had.
The rest of the country being supplied by British Telecom, with their red telephone boxes, Humberside underlined their independence with white ones.

I'm not sure why the signpost at the top of the town has a jesters hat on top (the only one which seems to be decorated with one).
Possibly a nod in the direction of the achievements in "It's a Knockout"?
Or maybe the joke is that the directions are all pointing the wrong way??