Perth Voice Interactive

SIGN companies have complained that a proposed update of Perth council’s signage policy is a “backward step”.

City of Perth councillors got a look at amendments to the sign planning policy at Tuesday’s agenda briefing, allowing for larger, more attractive signage with animation and variable content possibilities, however developer Saracen Properties and the Outdoor Media Association are still unimpressed.

Both presented deputations expressing their concerns about limitations on third-party advertising and the minimum sizes of signs, particularly digital signage.

The draft amendment was drawn up following increasing applications for digital signs which the 20 year old policy was not adequately addressing.

During the November 2023 consultation there were three objections to the revised policy from town planners Urbis on behalf of Saracen, OMA and digital signage company Epico.

Saracen argued the revised policy would be one of the most restrictive and rigid in the state.

“The draft Policy places unnecessary restrictions from both a location and size perspective which is contrary to the performance based direction of the WA planning system and broader aspirations identified in the City’s strategic framework,” Saracen’s submission said.

OMA overall agreed with the objectives of the draft however said that it “cannot support the policy as advertised because it represents a backwards step for what is an emerging piece of city infrastructure in urban environments across the globe”.

OMA said the policy would effectively mean “blanket bans” and was an “outdated mechanism…that limits innovation in the sector”.

Epico had specific concerns about its 10-year-old sign on the side of 251 Adelaide Terrace which would fall foul of the new regulations and would require approval through “exceptional circumstances”.

“This particular sign is unique for the fact that it was the largest sign approved to be installed on the side wall of the building, facing towards St Georges Terrace,” Epico said.

Councillors quizzed planning and economic development manager Dale Page about what would be considered exceptional circumstances under the policy, but it was something of an unknown as it is yet to be tested. 

The policy will go up to the council’s June 25 meeting for final adoption.

by IMOGEN WALSH