Sign set to go up on Mildura Seventh Street property

OBJECTORS have failed in a bid to block the erection of an 8m x 2m advertising sign on a neighbouring Seventh Street property.

Mildura Rural City Council originally approved the double-sided structure, while VicRoads also did not object to the design once an illumination component was removed from the initial plans.

But neighbours Alan and Janice Metcalf sought a review of the council’s determination, arguing the sign would pose a safety hazard, have an unacceptable impact on the amenity of the area, would obscure other signage and had the potential to display offensive content.

The objectors argued to the Victorian Civil and Administrative Tribunal the sign would impede the viewlines of motorists along Seventh Street East, exacerbating “an already difficult situation”.

However, VCAT said that while there was a high volume of traffic along Seventh Street East, the sign would be set back almost 12 metres from the road pavement and would not present a safety hazard.

VCAT member Susan Whitney said it gave “great weight” to the view of VicRoads which would not agree to a proposal if it was concerned that it presented a safety concern.

Ms Whitney said the proposed site was not a sensitive area and did not contain natural environmental features that contributed to a particular character and, as such, would not have an unacceptable impact to the area.

She said the sign was not unusually large and would not cause “visual disorder or visual clutter”.

“While this will be the first promotional sign in this section of Seventh Street East, advertising signs are not unexpected to motorists and the inclusion of a promotion sign of this size and height above the ground should not cause undue surprise to road users,” Ms Whitney said.

“The proposed promotional sign will not have an unacceptable impact on the amenity of the area but will be compatible with the amenity and visual appearance of the surrounding area.”

The tribunal member said the issue of whether the sign may or may not contain “offensive” content was not a planning matter, but subject to various authorities including the Advertising Standards Bureau.

Council’s decision to grant the promotional signage application was affirmed, subject to conditions