MEETING OF COUNCIL - Town of Cambridge

COUNCIL MINUTES
TUESDAY 27 NOVEMBER 2012
and dominance that it was inconsistent with the character of the built form and would
unreasonably impact on the streetscape and amenity.
DETAILS:
Development description
• The site is located on Railway Parade, three lots west of the intersection with Loftus
Street.
• Existing on the site is a double storey office building operating as a travel wholesale
and retail tourism business of Discover Australia.
• The proposal is for a double-sided advertising sign to be erected above the existing
roofline of the double storey building. The sign will face east-west. The proposed sign
is 3.3 metres in height and 12.6 metres in length reaching a maximum height above
natural ground level of 11.2 metres.
Applicant's justification
The applicant has provided written justification for the advertising signs, summary attached.
Assessment
Roof sign
Acceptable development provision Complies Proposed
An integral part of the design of the building No Projects fully above roof
Is for the purpose of identification of the No Sign is for general advertising
building, its ownership or the major activities
carried on within it
of related products to travel
industry
Does not adversely affect the character or
amenity of the area in which it is to be
situated
Comment
No
Adverse visual impact on the
streetscape, character and
amenity of area due to size
and location
The commercial arrangements concerning the sign replaced on the side of the building is not
something that can be taken into consideration with this application.
The acceptable development provisions for 'Advertising signs' require that a roof sign be an
integral part of the design of the building and for the purpose of identification of the building.
In this case the sign is freestanding above the roofline and is not an integrated part of the
existing building. The sign is clearly an addition to the existing design of the building. The
sign will advertise products related to the use of the land, but will not identify the building.
The sign could generally be considered a 'billboard' type of sign.
The policy provisions require that a roof sign will not adversely affect the character or
amenity of the area in which it is to be situated. The proposed advertising sign on the roof of
the building will have a significant impact on the streetscape, being a maximum height of
11.2 metres and having a surface area of 41.58m². The double-sided nature of the sign will
be a visual impact on the streetscape to both the east and west of the site. Consequently,
the scale, height and dominance of the sign is not compatible with the character of built form
in the area. This would have an unreasonable impact on the streetscape.
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