Report recommends Perth council reject application for digital billboard on building owned by Lord Mayor

PERTH council looks set to reject an application for a new digital billboard from a business owned by Lord Mayor Lisa Scaffidi.

At last night’s planning committee meeting, members voted according to the recommendation from City staff to refuse the request for approval.

The proposed variable content sign or digital billboard would have faced west from the side of the Akara Hotel, formerly the Grand Central Hotel, on Wellington Street.

Staff found the sign did not comply with City Planning Scheme No. 2 in that it would not face a viewing area is “designed and intended for pedestrians to linger for an extended period of time” and was not “oriented for viewing within the public space and not from adjacent streets”.

Staff considered the sign to be “inappropriately located as it is intended to be viewed by passing motorists and pedestrians entering an intersection, where it could create a safety hazard”, and believed it “would result in increased visual clutter on the building and within the streetscape as a result of frequently changing imagery associated with the sign”.

There is a large sign already on the western side of the hotel, but it is a static billboard.

Staff held that the modernisation of the sign would be “detrimental to the visual amenity and heritage character of the locality” and would “adversely impact on the amenity of the adjacent environment”.

Council will vote on the matter next Tuesday, March 14.