An electronic promotional billboard for Chirnside Park was rejected by the Victorian Civil and Administrative Tribunal earlier this month due to its visual impact.
The application from Adspace Outdoor was initially refused by Yarra Ranges Council and upheld by Tribunal member Sarah McDonald on 13 November.
The major promotional sky sign would have been situated on East Ridge Drive. It was proposed to be a single-sided LED illuminated panel of 12 metres wide and three metres high, sitting atop a nearly nine-metre-tall pole.
Yarra Ranges Council refused the permit on grounds of “excessive visual clutter, visual bulk, and a proliferation of signage”.
Seeking a review, the applicant argued the proposal was an “appropriate outcome” for the commercial zoning and activity centre location; would “improve the overall presentation of, and make a positive contribution to” the site; and would not dominate the skyline.
The precinct is littered with a range of signs, including a business identification pylon sign for the Chirnside Lifestyle Centre, pylon signs for McDonald’s, KFC and Taco Bell, a business identification sign for Dan Murphy’s and further identification signs within building facades.
Ms McDonald found, after visiting the site and hearing evidence at the hearing, that she could not approve the permit.
“I find that the visual impact of the sign when viewed from Maroondah Highway will contribute to excessive visual clutter and visual disorder,” her report reads.
“For this reason, I find that the proposed sign is unacceptable and that no permit should be granted.”
Ms McDonald disagreed that the electronic sign would complement or enhance the character of the area, but rather that it had “an inappropriate relationship to its setting”.
“The sign sits in a landscaped area forward of a building that is set back about 50 metres from the Maroondah Highway. While the building is a commercial building accommodating a number of premises, such as a restaurant and café, it is within a distinctive landscaped garden setting.
“Due to its location, size, and height, the proposed sign will dominate the landscape setting, including blocking views of two palm trees that are distinctive features of the landscaped garden viewed from Maroondah Highway.
“It will also draw attention away from the discrete business identification signs, which are about four metres to the north-west of the proposed sign, for the commercial premises within the building.”
The visual impact, Ms McDonald said, would only be “further accentuated at night” because of the illumination.
She said the sign was “not compatible” with the “immediate setting” and would be “an unacceptable planning outcome”.
