An electronic billboard will soon be built at the Mair and Humffray street intersection after council granted approval for a planning permit.
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The billboard first went to council in April - the original proposal was for two electronic screens, installed on top of the WellWays building at 53 Humffray Street, on the north-west corner, with a 12.5 square metre side, facing east along Mair Street, and a south-facing 3sqm side.
Council documents for the July 15 meeting notes the Planning Special Committee resolved to issue a Notice of Decision to Grant a Planning Permit, with conditions.
The permit allows only for the east-facing sign, no bigger than 16 square metres.
The documents note the Department of Transport objected to the smaller south-facing sign, and the plan was amended and resubmitted with that sign removed.
The sign would operate 24 hours a day, but with strict controls on the content, including illumination levels, a 60 second dwell time for advertisements, and a ban on any animated or moving content.
Council received three objections to the billboard, which included concerns about driver safety, visual dominance and impact on the streetscape, and compliance with state and local policies.
According to the meeting agenda, a consultation meeting between parties was not held due to the coronavirus pandemic - instead, objectors were contacted individually, and their concerns were forwarded to the applicant.
The applicant then responded to the concerns in writing to council, which then forwarded the responses to the objectors.
No further objections were received or withdrawn.
The documents state "it is considered that the location of the sign would not unacceptably impact on road safety and is not a safety hazard".
"The sign is located to be primarily viewed by drivers travelling west along Mair Street East. Drivers coming from other directions would not have a direct view to the sign.
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" Drivers would have clear views to the traffic signals and unobstructed sight through the intersection. No traffic signals are located directly in front of the sign and traffic signals are easily distinguishable and prominent."
The report also noted the sign's proposed location "is not impacted by any heritage or neighborhood character overlays".
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