A council-debated billboard proposed for Echuca West, modelled from a commuter perspective. Photo: Supplied.
The fate of a planned new billboard on Murray Valley Hwy in Echuca west was decided at the Tuesday, August 19 Campaspe Shire Council meeting.
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Councillors approved the sign, proposed for 35-41 Murray Valley Hwy, in front of the Echuca West Woolworths precinct.
Headed by regional billboard advertising business Gawk Outdoor, the sign would measure 8.3m wide and 5.15m tall, and be set back 3m from the highway.
Advertising on the board would rotate and is restricted due to its proximity to schools, meaning no alcohol, gambling or fast food can be promoted.
Almost a year on from the development application being received by council on September 5, 2024, councillors were briefed by two stakeholders before discussing the proposal.
Gawk Outdoor director James Course spoke about the amendments made to the proposal following consultation with objectors, including the removal of lighting and the relocation of a tree.
“We’ve made a number of considerations with no lights, and landscaping,” he said.
“It will only have (advertising) that is sensitive to its surrounds.”
One of three objectors to the application, nearby resident James Walshe, also presented to council.
Mr Walshe’s concerns were over the sign blocking light, impacting existing flora, and being generally “unwelcome” by himself and his neighbours.
“It will be in full view of the residents’ bedrooms, kitchens, lounges, backyards, barbecues, open houses if we choose to sell, the mail man, the neighbours on the other side of my court will all see this sign,” he said.
“If that’s during the day or night, the sign will still be present, whether there’s lights there or not.”
The site location in reference to the three objectors on Emma Ct. Photo: Supplied.
After asking questions of the presenters, councillors discussed the application, each presenting their reasoning to vote for or against its approval.
Among the councillors speaking in favour of the proposal was Cr Paul Jarman, drawing on the site’s location in a commercial zone and the size and content of the billboard.
“The zoning of that land has been well-known and well-aware of for decades,” he said.
“It is large ... but it is not overbearing.
“It is comforting to know that there is other legislation that guides the principles around the morality of alcohol, gambling, fast food and other associated things that are excluded from when a sign like this comes.”
Cr Rob Amos was one of three speakers against the application’s approval, arguing it would set a precedent for more advertising across Campaspe.
“Is this what we want for our shire?” he said.
“We see regional towns that succumb to this type of advertising and these huge billboards.
“Is this the image that we want when people drive into our beautiful towns to have just big advertising signs all over the place?”
Cr Adrian Weston said that while he may personally object to the signage being installed, council did its due diligence to ensure its requirements were met, therefore voting for the motion.
“Wearing the hat of the responsible authority ... in the balance, I think it meets those considerations,” he said.
“In balancing the things that we can consider, I don’t feel comfortable to vote any other way except to support the motion.”
Of the nine councillors, Cr Amos, Cr Tony Marwood and Cr Jessica Mitchell voted against the motion, while the remaining six voted in favour.
Thus, the proposal was officially adopted by the council, granting Gawk Outdoor a planning permit.
This does not mean construction can start, as separate building approval must be obtained first.
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