PERTH council has rejected an application from lord mayor Lisa Scaffidi and her husband Joe to erect a digital billboard outside a CBD hotel they own.
Ms Scaffidi and developer husband Joe Scaffidi are shareholders in Central City, which applied to erect the $700,000 sign outside their Akara Hotel on Wellington Street.
Planning committee presiding member Cr Judy McEvoy said the proposed 5.3 x 8-metre sign was refused because it was “not compliant with signage regulations”. Main Roads WA guidelines recommend a 45-second gap between content on billboards, but the proposed sign had a 25-second transition time.
Placing the sign at the Wellington and Barrack Street intersection posed a “potential risk for vehicles and pedestrians” and damaged local amenity, according to a council report.
“It is a general objective of the signs policy to prevent visual clutter caused by the unnecessary proliferation of signs that can detract from the visual amenity of the city,” the report stated.
It is not the first time Ms Scaffidi has faced billboard backlash: last year the Voice reported that an East Perth building owned by Mrs Scaffidi provided billboard space for then-Liberal Perth candidate Eleni Evangel, free of charge.
The item will come before full council later this month.
by CHARLIE SMITH