The sign is aimed at those travelling east down Mair Street. The proposed sign would be 2.88 metres high, 4.48 metres long, and would sit around 10.8 metres above the ground.

There is already an existing sign on the site proposed, which advertises the antiques store that until recently used to operate out of the premises.

According to the planning report put on application, the sign would be an opportunity to boost tourism and advertise large events such as White Night, Winter Festival, AFL football.

The planning documents read:

"The sign will change on a regular basis promoting all of the events that are coming up for the year, so it is a very beneficial tool that will be used to further promote Ballarat as a tourist destination".

It would use static images, which it proposes changing every 10 seconds.

A road safety impact report submitted as part of the planning permit application said the risk was "acceptably low"

A recent application for an electronic sign, also on Humffray Street, and targeting Mair Street traffic, was approved by councillors in a special planning committee meeting held in July.

That sign, which received three objections when it was publicly advertised, is earmarked for 53 Humffray Street on the other side of Mair Street.

It would face westbound traffic and is planned to operate 24 hours using just static images with a dwell time of 60 seconds for each ad.

The red-brick building where the proposed electronic billboard would sit was used as a primary school until the early 1990s. It is known as the place where the future prime minister Robert Menzies was educated.

It was reportedly once earmarked for demolition but was bought by private developers. In 2018, an application to transform the building into a 22-room "New York-style" hotel went before planning officers.

That application was approved under delegated authority in October 2018.

Developers had hoped building would begin by mid way through last year. The Courier understands there are currently no definite timelines for the hotel's construction, but the planning permit remains live.

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