A third electronic billboard will light up Ballarat's CBD, with approval granted for an east-facing 2.88m by 4.48m sign to be attached to the historic former Humffray Street Primary No. 34.
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The sign joins two others already approved by the City of Ballarat: another on Humffray Street facing west and a third above a Sturt Street business.
The proliferation of the signs, described by one resident on social media as a "ghastly blight", has outraged a heritage groups and brought into question council's commitment to Ballarat as a city of historic value, according to members of the Ballarat Heritage Watch group.
The City of Ballarat says the sign was approved under delegation.
"Two objections were received," council said in a media statement.
"A Notice of Decision to Grant a Planning Permit was recently approved for an electronic promotion sign at 9-11 Humffray St Bakery Hill... the subject site is within the Commercial 1 Zone and is not affected by any overlays including Heritage.
"Parties to this matter, including objectors and the applicant have the relevant statutory timeframes in which to appeal the matter to the Victorian Civil and Administrative Appeal tribunal.
"This matter was not called in by the previous Council for consideration. This means the decision was made under delegation."
This visual advertising clutter is the undoing of Beautiful Ballarat
- Ballarat Heritage Watch member
The previous sign on the corner of Mair and Humffray streets received three objections. Due to COVID-19 restrictions, the usual consultation meeting between the applicant and objectors was not held. Objectors were contacted individually; their concerns were forwarded to the applicant who responded in writing to council, which then forwarded the responses to the objectors.
Council did not say if this process was followed for the primary school sign.
Comment on the new signage by heritage watchers was uniformly critical of both the sign and the approval process, calling it a "disgraceful decision."
Board administrator Stuart Kelly suggested the three signs would soon be joined by others.
"Unless we get a change to the planning scheme which places more adequate restrictions on this type of sign I can see no way of stopping them from spreading all over the CBD - eg the sign next to Shell in Sturt St near Drummond St, Sturt St near Dawson St or any currently blank wall anywhere!"
The City of Ballarat said it has committed to incorporate a review of signage policy into its heritage GAP review. "Until its completion, each application must be received and assessed in accordance with the applicable planning provisions."
